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Of course, the fact that a new
demographic familiar with
your brand historically can be
a plus. For example, Hispanics
necessarily as aware of
AARP as are non-Hispanics.
While this does mean that AARP
has to educate Latino boomers
about the benefits,
the fact that it has a clean slate
in the market and thus
need to reposition the brand
away from the outdated
only for the elderly and
viewpoint some people have can
be an advantage.
to reach Hispanics is multichannel, with Spanish language communications as well as messaging targeting English-speaking
Hispanics in broadcast, print,
digital and social, as well as at
a high-level strategic
perspective, there is alignment
from how we are positioning the
says Maldonado, whose
agency has worked with AARP
for about two years.
Not surprisingly, the best
type of media to reach ethnic
consumers depends on the particular demographic.
Ocner notes that direct mail
works well with many demographic groups, such as the
Arabic market, because mass
media options like TV and radio
are limited in those niches. It
always easy, though. Pulling mailing lists based on last name can
be tricky not only because of language concerns (a Latino last
name guarantee Spanish speakers in residence), but
because that name alone
indicate whether someone was
born in the U.S. or elsewhere.
markets are particularly hard to target for this he says. hard to tell who
was born here versus who has a
direct connection with
In the Indian market, a challenge in doing effective direct
mail is the high number of new
home-buyers, he adds.
people are aggressively buying
includes a Spanish-language
website, AARP Espanol.
to [target an Indian consumer] at one of these homes is a
miss because the person you
want to contact even
SPORTS IS THE RIGHT FIELD FOR TECATE
Sports marketing has helped Tecate beer stay in touch with its
target audience, the U.S. Hispanic consumer. Efforts include its
long-term sponsorship of boxing, a 12-year deal with a local
California racing event and the Super Bowl, watched by over 10
million Hispanics each year. For weeks around the events, Tecate
runs national retail and off-premise events and promotions. This
Man Knows How to Choose His campaign
played to the core message that choosing Tecate celebrates the
Hispanic boldness and and provides chances
to win tailgating products, discounts and, of course, beer.
Felix Palau, vice president of marketing for Tecate, talked
to CHIEF MARKETER about the campaign, which included
mail-in and instant rebates, a text-in sweepstakes, an in-store
coupon booklet and plenty of in-bar promotions.
CHIEF MARKETER: How does the
retail program fall in line with your successful sports marketing platform?
PALAU: In 2012 we placed a greater
emphasis on incorporating a bilingual component to our sports-related
efforts. From our ad campaign to pointof-purchase, we communicate in both
languages because we understand
that our target consumer is comfortable in both and want to be
pigeonholed into one category or the
other. So all of our P-O-P materials
are bilingual, and the text-in sweepstakes is in both languages.
CM: How did you update the annual program this year?
PALAU: The big difference from last program is the
addition of a mobile component. We all know that Hispanics
over-index in mobile use. To capitalize on this trend we offered
the text-in sweeps for the opportunity to win branded tailgating
solutions. Prizes include Tecate football grills, Tecate rolling
coolers, official Tecate tailgating chairs and, for the first time,
Chicas Tecate Football Bobble Head Dolls.
CM: Anything new at retail?
PALAU: From a P-O-P standpoint, we debuted big towers that
look like a football locker and feature life-size photos of
the Chicas Tecate. We also have price cards, trading cards and
cooler decals prominently featuring Chicas Tecate decked in
Tecate red or Tecate Light blue outfits.
CM: How is social media in the mix?
PALAU: We are promoting the coupons, including the partnership with Delimex Mexican food, on the Tecate Facebook page
and encouraging consumers to participate in the text-in contests at their local stores.
CM: How do you determine the results of the program?
PALAU: There are several performance indicators, including
the number of participants in the sweepstakes, how many offpremise accounts feature the program, and how many consumers able to reach through P-O-P and text-in components.
CM: Beer is obviously a very competitive category. How do you
keep your brand top of mind for the U.S. Hispanic consumer?
PALAU: We make it a point to align ourselves only with sports
like football or boxing that intrinsically share the same characteristics of our brand and our most important
of which is character. By being consistent in our platforms and
doing what we can to help adult consumers feel closer to their
favorite sport, we keep the brand top of mind amongst our