Customer Loyalty and Groupon: Different Results in Latin America?

Some of you have commented on my lack of recent posts. Yes, it's been busy--one "excuse" is that I'm in school. Below is a paper I wrote for my Topics in International Marketing class, which relates to LatAm marketing and customer loyalty.

One of the fastest-growing online marketing tactics over the last three years is often termed “social couponing” or “group sales” sites. The leader of this trend, not just here in the U.S. but globally, is Groupon.

Like other social couponing sites, Groupon operates by attracting customer subscriptions and site traffic, where consumers have access to deals from local merchants. When a minimum number of consumers subscribes to the offer, the deal becomes active, giving them access to deep discounts on products and services. Groupon takes a 50 percent cut of the advertised price.

Not even three years old and claiming 40 million subscribers, this Chicago-based company declined a $6 billion acquisition offer from Google last December (Quinton, 2011). It has expanded into many markets—Canada, Europe, Australia, Asia and Latin America—by acquiring similar deal providers. Nearly a year ago, the company acquired ClanDescuento, which provided offers in Chile, Peru, Argentina, Colombia and Mexico. Groupon researches the local markets in which it operates to identify successful businesses, after which sales personnel approach those businesses and offer a partnership (neXtupResearch/Global Silicon Valley Partners, 2011). The mom-and-pop businesses thrive across Latin America, and local operations can be key to forging relationships with those businesses (Guimarães & Neves, 2010).

In an August 2010 press release, Groupon President and COO Rob Solomon explained, “We are especially interested in catering to the unique cultures and interests of each market and that’s why they are managed by local teams in different markets.” (WiredLatinos, 2010) Groupon currently operates in several Latin American markets: Mexico, Brazil, Argentina, Chile, Colombia and Peru. Last year several other group sales sites launched in Latin America, including OferCity.com, Cuponzote.com, BuzzUrbano.com and ClickOnero.com in Mexico, OfertaSimple.com in Panama, Colombia and Argentina, and Cuponidad.com in Colombia (WiredLatinos, 2010). Sites targeting Latino consumers within the U.S. include PapáPosible.com and DescuentoLibre.com.

When the founders of some of the above-named group sales sites operating in Latin America speak about the opportunities they cite that, between Mexico, Argentina, Brazil, Colombia, Chile, Peru, Uruguay, Puerto Rico and the Dominican Republic, there are 166 million online users—an average penetration of 37 percent—and advertisers are not missing out on this market but are instead investing heavily. The figure for general online advertising in 2009 was $880 million (WiredLatinos, 2010). No figures were available to show online couponing growth specifically in Latin America.

There are several significant barriers in Latin American markets, such as online access, credit card use and general economics. Groupon is approaching the credit payment obstacle head-on, by partnering with trusted local business to offer payment alternatives. Executives from Groupon and other sites see online couponing as a new culture their consumers are learning. Internet penetration and ecommerce are still in early growth stage throughout most of Latin America, and the online buying culture we have developed in the U.S. is just emerging there (WiredLatinos, 2010). At OferCity, teams intend to educate small business operators in Mexico that social ecommerce is effective and that it represents an investment and a real opportunity, versus an expense.

Despite the cultural and other barriers present, the appeal of discounts on luxury and other products and services appears to have a universal appeal, as shown by the onslaught of Groupon and similar group sales sites and further illustrated with Groupon’s recent $15 billion valuation (Quinton, 2011). The appeal also exists initially for small business owners, who appreciate the zero upfront investment required for their partnership with Groupon.

The not-so-mentioned phenomenon is the actual experience from the small business perspective. In the U.S., small business owners warn each other about the related threats that can cost them their business. Most significant are the cases of businesses that, through Groupon offers that weren’t smartly capped, have overpromised and underdelivered, or the unfortunate trend of investing in one-time customers who are price-sensitive deal hunters and often prove high maintenance. These circumstances have often resulted in net loss, not profit. There is also the concern of a brand losing perceived quality by undercutting its prices.

Savvy small business owners are indeed wary of these threats, as found in a Rice University study in September 2010. Researchers interviewed 150 merchants who had partners with Groupon on deals. Of those, 32 percent said that the outcome was not profitable (some even suffering losses) and 40 percent said that they would not run another promotion with Groupon (neXtupResearch/Global Silicon Valley Partners, 2011).

I sought to learn whether Latin American consumers would behave differently than subscribers here, or if they would also shop the best deals no matter the advertiser. U.S. Latino consumers are known to index as more brand-loyal than consumers from market at large; therefore the Groupon experience in Argentina and elsewhere in Latin America might have more positive results for both consumer and merchant.

A 2003 Cultural Access Group study showed that the most unacculturated U.S. Latinos—typically those who have been in the country the least amount of time—behave with the greatest brand loyalty. This same group also demonstrated greater brand affinity in product categories that have prestige or high price points, or those they see as more serious or important; think automotive, electronics or OTC medications versus laundry detergent or sour cream (Ashton & Valdovinos, 2005, pp. 21-22). A Global Insight study also found Hispanic consumers to be very loyal buyers. In that study and from 1998 to 2000, Latinos ranked number one in brand loyalty among ethnic and cultural groups. In the automotive category for example, U.S. Latinos proved to be twice as likely to buy the same brand of vehicle for their next purchase as the average consumer, and they displayed the second-highest percentage of dealer loyalty (Cartagena, 2005). From these studies and for the purpose of this research we could surmise that Latin American consumers are a generally brand-loyal group in their homelands.

Though they index higher on brand loyalty than the average consumer, Latinos are also known value shoppers who desire to find quality while remaining a price-conscious consumer group. Both in the U.S. and throughout Latin America, the matriarch is the traditional decision maker for everyday purchases. In an online survey of Spanish-speaking female consumers in the U.S., conducted by Todobebé in April 2010, coupons and other offers from retailers were by far the most important motivators; online advertising and information were also deemed valuable (Tornoe, 2010). However, couponing to U.S. Latinos has not traditionally brought impressive results; marketers maintain that printing coupons in-language isn’t the whole story. Those advertisers many times promote brands/products that are irrelevant, do not offer price reductions that impress Hispanic consumers, require multiple-item purchases for discount or limit to a quick-turn expiration (Grant, 2006). By localizing operations in the markets Groupon serves, it can bypass some of the mistakes made in the U.S. by less-savvy marketers. Results from a study conducted by direct media company ADVO (since acquired by Vallasis) show that 74 percent of Spanish-dominant Hispanics say they use coupons and would use them more frequently if they received more (Lipton, 2007).

Latinos in their homelands, much like those who have recently arrived to the U.S., are relatively new to direct marketing practices and therefore more receptive to all forms of direct marketing, including direct mail and, in the case of online consumers, email marketing. In the ADVO study of U.S. Latinos, 40 percent reported receiving just 10 pieces of direct mail a year, and 39 percent said they want to receive more (Lipton, 2007). It’s not just talk; this group brings higher response rates than the general market, no matter the medium (Cartagena, 2005). This would bring me to conclude that offers such as those of Groupon would be of interest to consumers in Latin America who otherwise enjoy deals though may not be accustomed to receiving coupons.

Unfortunately, my plan to discover the outcome as it relates to customer loyalty was thwarted by a lack of available research and other documentation specific to current consumer behaviors in Latin America. I will instead offer a hypothesis based on the information I have culled from the research I was able to access.

I learned that some would believe that the type of consumer that subscribes to Groupon is simply not a brand shopper. For example, blogger Barry Hurd considers the Groupon business model parallel to that of Walmart—neither acts in favor of the brands they market, but instead they both drive local shoppers to find the best deals. People shop at Walmart not for the brands, but for the value (Hurd, 2011). These are Groupon shoppers. So whether in the U.S. or in Latin America or elsewhere, merchants not competing on an “Everyday Low Price” model need to differentiate themselves otherwise—and command a price that reflects their unique value proposition. If we agree with Hurd’s concept, brands that align themselves with Groupon are eventually going to be seen as the types of brands you would find on Walmart’s shelves. Because of the inherently viral sharing of coupons, Groupon may go further than simply demoting a brand’s uniqueness, even putting that brand out of business. Hurd wrote, “The ratio of consumer savings versus business profit can kill small business.” Simply put, small businesses by their nature aren’t equipped to deal with the scale viral coupons can achieve and the spikes in traffic they bring.

To be clear, this doesn’t signify that consumers won’t keep going after Groupon-type deals worldwide. There will always be bargain shoppers, eager to boast their big savings and indulge in services which they may not otherwise. In Latin America, which is about 18 months behind the U.S. in social couponing, the Groupon customer base will likely experience a slower pattern of adoption based on online usage, economics and other barriers, yet I project the region will see explosive growth similar to what we have witnessed stateside. Why? Consumers see it as a win-win.

However, this research is not focused on the customer perspective but whether that Latin American Groupon customer responds with loyalty. Groupon as it operates today doesn’t encourage the repeat business mom-and-pop shops require for sustainable success. Groupon customers base their decisions of where to shop and what to buy on the offer of the day, but authentic loyalty cannot be bought. That loyalty is earned through memorable customer experiences, at retail and with the product, and high perceived value.

For this topic to be aptly studied, primary research needs to be conducted and made accessible. For the purpose of this paper, I would like to advance my hypothesis that shoppers in Latin America, as here in the U.S., can be divided into two classes—the brand-loyal and the deal-hunter. Consumers who are brand-loyal and contribute to that sustainability small business requires are not likely to convert into Groupon customers, nor are deal-hunters likely to settle on a brand at full price while alternatives exist.

 

Bibliography

Ashton, J. R., & Valdovinos, M. (2005). "A Snapshot of the U.S. Hispanic Market". In E. d. Valle, Hispanic Marketing & Public Relations: Understanding and Targeting America's Largest Minority. Boca Raton: Poyeen Publishing.

B.J. Thurlby, P. W. (2010, August 10). Trade Mission Notes: Promote Washington Cherries Abroad. Retrieved April 3, 2011, from Governor Chris Gregoire: http://www.governor.wa.gov/blog/2010asia/20100820.asp

Cartagena, C. (2005). Latino Boom! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market. New York: Ballantine Books.

Grant, J. (2006, July). "Don’t Make These Mistakes When Targeting U.S. Hispanics". Retrieved April 30, 2011, from www.CPGMatters.com: http://www.cpgmatters.com/coupons0806.html

Guimarães, P., & Neves, B. (2010, October). "Locking up loyalty: Winning over Latin America’s mom-and-pops". Retrieved May 1, 2011, from Consumer & Shopper Insights: http://csi.mckinsey.com/Home/Knowledge_by_region/Americas/Locking_up_loyalty.aspx

Hurd, B. (2011, February 21). Groupon Becoming a Digital Walmart. Retrieved March 20, 2011, from Thoughts on the Digital Divide: http://barryhurd.com/2011/02/groupon-becoming-a-digital-walmart/

Kumar, D. S., Guruvayurappan, N., & Banerjee, M. (2010, January 20). Ethnic Consumers Consulting. Indian Institute of Management/Richard Ivey School of Business, The University of Western Ontario .

Lascu, D.-N. (2008). International Marketing. Mason, OH: Atomic Dog, a part of Cengage Learning.

Lipton, S. (2007, March 1). "Coupon Redención". Retrieved April 30, 2011, from www.PromoMagazine.com: http://promomagazine.com/incentives/marketing_coupon_redencin/

neXtupResearch/Global Silicon Valley Partners. (2011, February 1). Retrieved March 20, 2011, from www.Scribd.com: http://www.scribd.com/doc/48117058/Sharespost-Groupon-Research-Report

Quinton, B. (2011, january 20). "Up and Down with the Social Coupon Folk". Retrieved March 20, 2011, from The Big Fat Marketing Blog: http://bigfatmarketingblog.com/2011/01/20/up-and-down-with-the-social-coupon-folk/

Tornoe, J. G. (2010, July 15). "Using Online Ads to Get Hispanic Shoppers In-Store". Retrieved May 1, 2011, from Hispanic Trending: Latino Marketing and Advertising Consulting and Trends: http://www.hispanictrending.net/

Wilhelm, S. (2011, March 7). Mexican truck pact could boost fruit imports from Washington. Puget Sound Business Journal .

WiredLatinos. (2010, August 25 2010). "Groupon-like sites flood Mexico and Latin America". Retrieved March 24, 2011, from www.WiredLatinos.com: http://www.wiredlatinos.com/uncategorized/groupon-like-sites-flood-mexico-and-latin-america/

Marketing 101: The Difference Between PR and Advertising

Sometimes people forget that marketing to Latinos can have all the same components (and successes and frustrations!) as marketing to a more general population. No matter your target, the marketing mix can and should include various tactics, including public relations and advertising. However, there are many significant differences between these tactics. For the non-marketer, I would like to review at a very high level public relations and advertising, and their advantages and disadvantages.  

Advertising and public relations. They both belong in a cohesive marketing plan. They both require significant strategy and coordination. They both require consumer insights and market expertise. They will produce different results that can help give your brand exposure and credibility.

One big myth about the difference between public relations and advertising is that PR is "free." Marketers are spending time working on a compelling angle, talking to media contacts, pitching stories, following up and scheduling interviews, etc. All this takes time--and time equals money. But the media is free, so many companies view it as if it were free advertising. But it's not. It's not free, and it's certainly not advertising.

That bring us to the next significant difference between PR and advertising: CONTROL. In advertising, you pay media for a particular space/time/position and the content you supply is what your audience sees. No surprises, assuming all goes according to plan.

In public relations, marketers aren't buying media, so the control isn't there. The brand's end result could be no exposure, limited exposure, New York Times front-cover exposure, or even negative exposure. Marketers, and the companies and organizations we represent, are at the mercy of the media on this one. We build connections and work on media relations so that when the time comes, we understand what our contacts need and they in turn are willing to showcase our client. The payoff, of course, is that editorial exposure is seen as more reliable, truthful, objective--more newsy--than advertising.

This brings me to my latest foray into PR. Earlier this week I was interviewed by the Puget Sound Business Journal for a story on Mariners' Pitcher Felix Hernandez and his recently announced American League Cy Young Award. How might this award impact Felix' marketability? I was asked. Here are some things I shared with the reporter:

• Felix Hernandez can now be considered a local sports hero. As Fredy Montero is currently serving as Super Supplements' Latino spokesman in local Hispanic media, perhaps there is a simliar path Felix could take now that he's garnered more attention and value. (I did not specifically recommend Felix represent fast food or vitamins.)
• Remember Edgar Martinez in those The Home Depot TV spots of years past? Edgar didn't have a big command of the English language but won over audiences, Latino and non-Latino. Felix also represents that-guy-next-door that audiences could trust as a spokesperson. Because he has such strong ties with Venezuela, he would be especially effective in Latino-specific marketing.
• We didn't discuss how much Felix could earn from commercial ventures, although the range quoted and attributed to me don't seem out of bounds.

At this time I'd like to add that Felix Hernandez could be a great cross-over property for marketing to both the local Latino population as well as the general market here in the Puget Sound region.

Smart companies have long strategized their marketing to include more multicultural cues and references. This way, a more cost-effective campaign may be implemented that can still meet both audience's needs. For example, if your company is targeting Spanish-dominant Latinos as well as the general public, a TV spot can be developed to leverage similar imagery for both but with English and Spanish voiceovers or superimposed text to best communicate the salient points. This only really works if you have everyone in the room at the outset of the project and in agreement on the ad's objectives.

Sometimes companies are simply too big to get everyone together that way, and that's OK. Many times it's these same companies who have the resources to produce original Hispanic creative directed at their Latino target, which in a nutshell is the ideal way to handle Hispanic marketing.

The sad truth is that, oftentimes, Hispanic marketing efforts are left for last, really a whoops-we-forgot-about-a-big-percentage-of-our-target effort instead of embarking on a well-planned and measurable program.

The work we do at Conexión Marketing is either very local or national. National accounts have always been our mainstay, but we're here to say that with more than 400,000 Latinos permanently residing in King, Snohomish and Pierce Counties, it's time to take for local companies that next step! Whether through advertising, public relations, social media, direct marketing, another tactic or a full mix, companies need to take note now that this market is being sorely missed.

The good news? There's still time to be the top-of-mind brand in your category among the fastest-growing cultural demographic!

In just a few weeks, a topline of the Census data will be announced. Things might change when people realize what it means that the U.S. Latino population is the fastest-growing--even right here in Seattle, Washington.

Read the full Puget Sound Business Journal article here (full access may require subscription).

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FOLLOW-UP: To the credit of the Puget Sound Business Journal, the online version of the article was revised to properly attribute comments. Kudos to Aislyn Greene and the PSBJ for the considerate follow-up!

What's Appropriate? Understanding Cultural Cues

It's amazing what people *think* is appropriate.

We all have our ideas about what is, and isn't appropriate, and they're usually based on context. When a guy would ask my then college-aged sister to dance, her response would be "that's not appropriate." That usually had them backing away, confused. Why is that not appropriate? (And how do you respond to that, anyway?) As it turns out, she just liked dancing by herself.

Knowing that our individual sense of what's appropriate, relevant--and that behavior or those words which send the same message we're intending to send--can vary within a culture, just imagine the mistakes that are made when working cross-culturally.

I'll never forget about a beautiful gift of flowers my Japanese friend received. Her all-American boyfriend surprised her with an impressive bouquet of fresh mums. She was less than pleased, and that was confusing to me because it was a lovely, considerate gesture. (If only all guys were so inclined, I thought!)

Turns out, chrysanthemums are funeral flowers in her native Japan--an important piece of knowledge for anyone courting someone from Japan, I'd say!

And speaking of Asian cultures, I just read a novel, Hotel on the Corner of Bitter and Sweet (a surprising view into the wartime treatment of Seattle's Japantown residents, a subject that just wasn't taught when I was a kid growing up here). Samantha, a Caucasian engaged to Marty, a Chinese American, is trying to win over his father. She goes to Uwajimaya to buy ingredients for traditional Chinese dishes like choy sum and black-bean crab, to which the father smiles approvingly. Then she announces the green tea ice cream she purchased for dessert. Pregnant pause.

Green tea ice cream is not Chinese, but Japanese, but based on her earlier victories the father tries to let it go.

If you are marketing to a specific group and truly understand what makes that demographic tick, you can capture their hearts--much like Samantha captured her future father-in-law's heart by preparing traditional Chinese dishes that he remembers growing up with. Then, even if there's a slip, consumers may maintain loyalty based on your history of "victories."

Of course the contrary is true as well: Companies can easily push away their consumers by not doing their homework and learning about what truly captures the hearts and minds of their target demographic.

Diversity Training for Communicators This Thursday!

Diversity: Accent accessible communications

March 11 Public Relations Society of America South Sound

• How many people did your most recent missive miss?

• Did your audience include people with visual or hearing impairments?

• Is it valuable to tweet in Spanish and other languages, or is it enough to translate your press releases?

Whether it’s a required part of your campaign or you simply want to reach more people, our team of experts will share tips at the March 11 South Sound Group on communicating with audiences you may be missing.

Kristina Walker of EnviroIssues will moderate a panel of experts:

- Kristine Edens, EnviroIssues

- Lauri Jordana, Conexión Marketing

- Kevin Nathan, Washington State Department of Services for the Blind

- Idalie Muñoz Muñoz, Muñoz Media

The South Sound Group meets at 8 a.m.—doors open early for networking—in the first floor board room at Metro Parks Tacoma headquarters, 4702 S. 19th St. Cost is $5 for PRSA members, $8 for nonmembers. Please sign in at the door. Refreshments are included, no reservations necessary.

Directions: From I-5 north or south, take SR-16 toward Gig Harbor. Take the 19th Street East exit toward Cheney Stadium, turn right on 19th, then right into the Metro Parks Tacoma parking lot. Note: please leave the customer-designated parking open for Metro Parks. If you require special accommodations for a disability, please contact Sheree Trefry at 253.305.1059 or shereet@tacomaparks.com at least 48 hours in advance of the meeting.

If you'd like more information about the benefits of PRSA membership and how to apply, please check out the website.

Linking Business with Latino Culture

This post is contributed by Diana Lopez, senior at the University of Washington, double-majoring in Law, Society and Justice/Spanish.

Have you ever thought of the difference between approaching a non-Latino and a Latino with a business deal? It is no mystery that Latinos take great pride in our culture and it is no surprise that our culture influences our decisions in making a business deal.

I had the pleasure of attending an event held at the Seattle Chamber of Commerce, entitled “Business and Culture with Hispanic Americans,” last week. This presentation was given by Lauri Jordana, Lourdes Sampera-Tsukada, and David Spencer and was monitored by Lee Mozena. It was held to help those in the Seattle area understand the Hispanic population and give them effective strategies to approach the Hispanic market.

Before we even got into the demographics of the Latino population, Lauri touched on a very important subject: terminology. So what do you call “us”? Latinos, Hispanics, Chicanos, Mexicans? There will never be a time when we all agree on one specific term and that’s because there is no way ALL Latinos can be put into ONE big bucket because they all come from different countries and we have our own culture. The two terms that Lauri broke down were Hispanic and Latino; Hispanic means that their family comes from a Spanish-speaking country, while Latino means they come from Latin America. The main point in understanding the terminology is that in order to approach the Hispanic market you must segment and know your target.

Lauri then explained the demographics of the Hispanic market. With a Latino population of 644,000, Washington is ranked as the 13th state with the most Hispanics. If you’ve ever made a trip east of the mountains you would think that most of these Latinos would be found in that area, however 400,000 reside in the Puget Sound. The Seattle Metro will see a 15% increase from 2007-2012 which also increases Latino buying power. An important thing we must understand is that the Hispanic population in the Seattle area is spread throughout King County and there is no such thing as a “Little Mexico,” which is probably why people have this misconception that most of the Latinos reside in Eastern Washington.

After Lauri broke down the demographics of the Hispanic market, Lourdes then described the Latino culture and what was important to us. If you plan to do business with a Latino/a you must understand that Latinos place great value on their family and their country of origin. There isn’t anything more important to us than trust, respect, and achieving that “American dream.”

• One major difference between doing business with a non-Latino and a Latino is time management. Americans are always on the go and time is very crucial to them, on the other hand Latinos do not place much importance to time because what matters to us is that we establish trust and we feel comfortable with you no matter how long it takes. Therefore, when meeting up with a potential client you must allow extra time for social talk. Latinos love to talk about their family and their culture.
• Plan to offer food and drink.

Make sure to use a very formal language and never relax your attire. Never assume it is okay to talk in spanish but if you are speaking spanish make sure you know the difference between “usted,” which is akin to“sir/madam” and “tú” which is much more informal. You never want to make the mistake of starting off with an informal approach because it could break the deal off.

There are other behavioral differences between an American and a Latino as well.

• Latinos tend to interrupt while someone else is speaking but this is not a form of disrespect.
• They also tend to speak with their hands and there tends to be a lack of personal space because they like the personal contact.

Now do not get me wrong; this does not mean you should invade their personal space and have a lot of personal contact because that might break the deal as well, which is what David talked about.

David has worked with Mexico for several years now. The tips he gave the audience included making sure you greet everyone in the room, and when leaving make sure to say goodbye to everyone as well. He also described how Mexicans are not as comfortable with personal contact and a hug from them means they fully trust you, so when greeting them a simple handshake goes a long way.

Once we had the discussion on Latino culture, they then talked about ways to get your business out into the Latino community.

• Word of mouth is a very important aspect to getting exposure.
• Become involved within the community that you plan to target and create relationships.
• Hiring bilingual Latinos is also important because it creates credibility, opportunities and it increases your staff which in turn can increase your sales.

But most importantly make your clients feel welcomed. Latinos love to feel welcomed and tend to trust you more if you respect our customs and families.

MAÑANA - Know Your Hispanic Audience

Hello and Happy Tuesday! Tomorrow is the Women in Communications "Know Your Audience: Tips for Target Marketing Success" seminar at the downtown library.

I'll be presenting at this seminar and will discuss the Top 4 Ways to attract and retain Hispanic customers.

Also presenting are Carly Jackson and Tracey Wilkinson from Fort Lewis. Their focus will be on reaching consumers in the military.

Registration's officially over, but you can show up at the door.

WHEN: Tomorrow, Wednesday, April 15, 8-10:30am

WHERE: Seattle Public Library 4th Floor

COST: $75

Other Details at their website.

Special notes: Please enter the library’s main entrance on Fourth Avenue (library is closed to the public at this hour; a staffer will greet you there). Parking garage on Spring Street between Fourth and Fifth Avenues ($13 for 3 hours). This location is also in King County Metro’s downtown Ride Free Zone.

Reserve Your Seat by Friday!

ALL - Just a reminder about the event coming up next Wednesday, April 15:

Know Your Audience: Tips for Target Marketing Success.



The Association for Women in Communications Seattle Chapter is focusing on target markets for its Spring Workshop.



Presenters include Carly Jackson and Tracey Wilkinson, advertising & commercial sponsorship managers, Fort Lewis, who will discuss ways to successfully reach military in your marketing efforts. I will be there as well, to offer my perspective on how to embrace the Latino market. We'll each be presenting and then there will be time for audience Q&A, they assure me.



WHEN: Wednesday, April 15, 8-10:30am (continental breakfast included)

WHERE: The Seattle Public Library, 1000 Fourth Avenue, Fourth Floor



For more details and to register, click here.

Communications Professionals: SAVE THE DATE

The Association for Women in Communications Puget Sound Chapter is focusing on target markets for its Spring Workshop: Know Your Audience: Tips for Target Marketing Success.

Presenters include Carly Jackson and Tracey Wilkinson, advertising & commercial sponsorship managers, Fort Lewis, who will discuss ways to successfully reach military in your marketing efforts.

I will be there as well, to offer my perspective on how to embrace the Latino market.

WHEN: Wednesday, April 15 (yes, tax day!). 8-10:30am

WHERE: The Seattle Public Library Howard S. Wright & Janet W. Ketchum Room, 1000 Fourth Avenue, Fourth Floor

For more details click here. We're planning an eye-opening activity to test your knowledge of these markets, so you don't want to miss this one! I'm personally looking forward to hearing from Tracey and Carly and their experience with communications with military.

Market to the Max - RECAP

Hello, and welcome to a new week.

I've been remiss in posting on Seattle Direct Marketing Association's Market to the Max, and our High Touch, High Value Hispanic Marketing panel last week. It was a neat event, and the panel went really well--the panelists and I offered diverse perspectives that all added up to valuable knowledge on embracing Hispanics versus the "spray and pray" approach (AKA throwing marketing against a wall and hoping it sticks).

Here are some highlights:

Ty Cordova, active in the local Latino community through his work at State Farm Insurance as well as serving on the Washington State Commission on Hispanic Affairs and being president of the Pierce County Hispanic Chamber of Commerce, as well as other organizations, really emphasized the importance of community relations. He compared it to advertising and PR, and showed how, by getting out into the community and participating in relevant events with more than a table, companies will become trusted partners. Ty added that by emphasizing staff and supplier diversity, word of mouth will help the community see that you're walking the talk.

President and COO Eric Harber of HipCricket offered lots of great information about Hispanics as mobile marketing consumers, including some of the successes they've seen with Hispanic campaigns nationwide. HipCricket offers a mobile marketing platform which combines traditional media with wireless devices, resulting in engaging, interactive and measurable marketing. They are currently partnering with local outlets KUNS (Univision) and Busto Media radio.

These statistics come from HipCricket:

• 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today
• More than half regularly use text messaging
• Text messaging has increased 59%YOY among Hispanics
• 32% are interested to highly interested in receiving mobile offers/ads
• Responding to mobile marketing text messages is up 74% vs. last year

Amazing stuff!

Participating from Hemispheres, a local research consultancy offering both quantitative and qualitative expertse, Paula Rosecky was full of great information about how to approach research methodologies when looking to reach the Hispanic community. Paula emphasized the need to understand cultural differences and not proceed blindly or make assumptions.

"Because in most organizations, people don’t typically know much about Hispanic audiences, it requires rolling up your sleeves and acting as an educator. The work is highly rewarding in that you learn as you go and you become a teacher in the process."

And last but certainly not least, Jacqui Stewart from Ascentium was able to provide the audience a better understanding of how to know whether to target Latino consumers in English or Spanish.

Jacqui explained (and I agree) that best practices show that bilingual materials are almost always preferred, especially in the case of direct marketing where you're not face-to-face with the consumer. Latinos like to see that with either language, they're getting the same "deal." Besides, even if your target consumer is Spanish-dominant, they likely have someone in their household who is English-dominant. It's ideal to offer both languages in one piece for this consumer.

All in all it was a terrific learning opportunity for our audience--who admitted they hadn't yet tackled marketing to this community but were certainly interested in learning how.

MAÑANA - Market to the Max

Hello - just a reminder that Seattle Direct Marketing Association's Market to the Max is happening all day TOMORROW at Bell Harbor International Conference Center on the Seattle waterfront. There's plenty going on--distinguished speakers, panels, and of course lots networking!

I'll be moderating a panel on High Touch, High Value Hispanic Marketing. I'd love to see you there! There are many more topics--mostly on the latest innovative ways to market.

Yesterday Gigi in my office was interviewed by Ke Buena 1210AM about the conference, and we learned that Bustos Media hasn't simply registered, but they've even purchased a table. This is going to be a HOT event--come join us!

Check it out - www.markettothemax.com.

TODAY ONLY! Discount for Market to the Max

Apparently as a speaker I'm allowed to let my guests know that they can register for the all-day Market to the Max conference on March 11 for $199 (more than $100 off the standard non-member registration).

It's not just about Hispanic marketing--my panel is just one piece of the total picture. Take a look at all the speakers and topics!

So - if you're interested, please let me know asap by calling 206-621-2185 or lauri@conexion-marketing.com and I'll clue you in on how to get that discount! Today only, folks!

More info on multicultural PR ...

The Public Relations Society of America Puget Sound chapter has a neat blog, and they recently updated it to include more info on the panel I was on last week that related to multicultural PR practices.

Take a look! I think they're adding a podcast and when they do, I'll post that as well. Sharing the info with my readers! Let me know if you have any questions/comments.

SDMA Market to the Max - early registration ends TODAY

Hello - just a quick note that this year's Market to the Max, featuring my breakout session on High Touch, High Value Hispanic Marketing, ends its early registration deal at the end of the day today. There will be lots of great topics and speakers, and plenty of networking opportunities.

This could be the event that kick-starts your Spring!

Check it out! www.markettothemax.com

Learn about multicultural public relations next week!

Next Wednesday you have an opportunity to hear a panel of multicultural experts on topics related to public relations.

Register today for the Public Relations Society of America Puget Sound event, "Building relationships in a new multicultural world."

And yes, I'm on the panel! Chris S. Nishiwaki of Sound Mental Health and Steve Sneed of Seattle Center's FESTAL will also be sharing their knowledge and experience. I understand from moderator Sheryl Wiser that she's planning plenty of time for audience questions, so please bring yours!

WHERE: The Seattle Times Auditorium, 1120 John Street, Seattle 98109
WHEN: Wednesday, February 18, 7:30-9am

Click here for invitation!

Market to the Max

Did I mention? The DMA Market to the Max event is coming! Register now for the March 11 event which will take place at the Bell Harbor International Conference Center.

But get this: The breakout sessions will include a panel dedicated to Hispanic marketing. And I'm moderating it!

High Touch, High Value Hispanic Marketing

My esteemed panelists are [drumroll]:

• Jacqui Stewart, Director of Hispanic Marketing at Ascentium
• Paula Rosecky, Senior Strategist at Hemispheres
• Ty Cordova, Assistant Public Affairs Manager at State Farm
• Ivan Braiker, CEO of HipCricket

Click here for more information on the event--we'd love to see you there!

Announcing another addition to the Conexión Marketing team!

A warm welcome to Mauricio Ayón, Development Director for Conexión Marketing. Mauricio's a well-connected guy who has joined our team to help us strategize our approach. You may know him from the King County Hispanic Chamber of Commerce or other local organizations--Mauricio knows how to bring people together in great ways.

Of course there are a lot of businesses that we can provide value to with our Hispanic marketing, communications and research services, but with Mauricio's assistance we're focusing on specific industries that have yet to get into the business of truly serving Latinos--and in which these companies will see a tremendous ROI.

¡Bienvenido, Mauricio! Why don't you welcome Mauricio personally? Feel free to do so at mauricio@conexion-marketing.com.

p.s. I took this picture of him today at the delicious Salvadorean Bakery! mm mm good!