power promotepower promote - usc marshall · overview analysis strategy implications next steps...
TRANSCRIPT
Jackie Hwang — Josh Lynch — Milie Namiki
Power PromotePower Promote
Overview Next StepsAnalysis Strategy Implications
Background
Hispanics now consist of 17%of the population, nearly doubling
since 1990...
No other demographic group in the United States has seen this type of growth.
Overview Next StepsAnalysis Strategy Implications
Background
Hispanics now consist of 17%of the population, nearly doubling
since 1990...
No other demographic group in the United States has seen this type of growth.
Overview Next StepsAnalysis Strategy Implications
Situational Analysis
Strengths
Weaknesses
Opportunities
Threats
Growing population that is also the largest media consuming group
Detailed and accurate segmentation is difficult
Quickly increasing buying power
Highly competitive market to target
Overview Next StepsAnalysis Strategy Implications
Market Segmentation
Traditional Marketing Segmentation Model
Focus on different cultures
Segmentation by level of
acculturation
Key subgroups to shape content
Pyscho-demographicFocus on values
Latino identity Spanish language
Non-Spanish language
media
Overview Next StepsAnalysis Strategy Implications
Multi-generation outreach1
Entertainment Value2
Targeted Features3
• Popular with millennials• Users in the 45-54 age range
doubled to 3.5 million in the last year• Users over 55 nearly tripled
Recommendation: Snapchat Discovery
Overview Next StepsAnalysis Strategy Implications
Multi-generation outreach1
Entertainment Value2
Targeted Features3
• Popular with millennials• Users in the 45-54 age range
doubled to 3.5 million in the last year• Users over 55 nearly tripled
• Many users use the app for information + entertainment
Recommendation: Snapchat Discovery
Overview Next StepsAnalysis Strategy Implications
Recommendation: Snapchat Discovery
Multi-generation outreach1
Entertainment Value2
Targeted Features3
• Popular with millennials• Users in the 45-54 age range
doubled to 3.5 million in the last year• Users over 55 nearly tripled
• Many users use the app for information + entertainment
• Better target consumers through:• Audience match• Snapchat lifestyle categories• Snapchat Lookalikes
Overview Next StepsAnalysis Strategy Implications
Recommendation: Curated Content
Improve customer retention by focusing on content rather than language
Use authentic content to reach out to Hispanic consumers to build long lasting relationships
Realistic depiction of the life of a US-based Hispanic
Content made by US-based Hispanic
All content needs to be
multi-platformed
Step 1 Step 3Step 2
Overview Next StepsAnalysis Strategy Implications
Recommendation: Influencer MarketingContext:
Action Items:
Marketing tactic that uses influential figures within the Hispanic communities
Hire Hispanic celebrities, bloggers, and other prominent figures as representatives
Overview Next StepsAnalysis Strategy Implications
Context:
Action Items:
Marketing tactic that uses influential figures within the Hispanic communities
Hire Hispanic celebrities, bloggers, and other prominent figures as representatives
Tecla Awards, by: Hispanicize Media Group
Awards show for Hispanics
on social media
Feature winners on marketing channel1
Partner with winners 2
Recommendation: Influencer Marketing
Overview Next StepsAnalysis Strategy Implications
Contingency Plans
Twitter Outreach
Tactics to Avoid
Create Twitter account for specific client to make quick announcements:
Snippets of songs
Trailers for movies
Movie premiere date
Strategy
Overview Next StepsAnalysis Strategy Implications
Risk Mitigation Strategies
Twitter Outreach
Tactics to Avoid
Do not use:
Pop Up Ads Youtube Ads Banner Ads
Overview Next StepsAnalysis Strategy Implications
Twitter Outreach
Tactics to Avoid
Do not use:
Pop Up Ads Youtube Ads Banner Ads
Ineffective use of money Negative reactions
Risk Mitigation Strategies
Overview Next StepsAnalysis Strategy Implications
Revenue Drivers
Snapchat views
Large entertainment companies on Snapchat can
generate an average of 19 million views/month
Celebrity Presence
Celebrities can increase the popularity of
products/entertainment programs
Overview Next StepsAnalysis Strategy Implications
Revenue Drivers
PV: 800,000/1.03
Cost: 40,000 x 5 = $200,000/year
Revenue: $800,000/year
1
2
3
4
5
800,000
800,000
800,000
800,000
800,000
PV: 800,000/1.032
PV: 800,000/1.033
PV: 800,000/1.034
PV: 800,000/1.035
776,699.04
755,076.72
732,131.42
710,795.20
690,021.59
Overview Next StepsAnalysis Strategy Implications
Revenue Drivers
PV: 800,000/1.03
Cost: 40,000 x 5 = $200,000/year
Revenue: $800,000/year
1
2
3
4
5
800,000
800,000
800,000
800,000
800,000
PV: 800,000/1.032
PV: 800,000/1.033
PV: 800,000/1.034
PV: 800,000/1.035
776,699.04
755,076.72
732,131.42
710,795.20
690,021.59
3,663,793.97 – 200,000
Overview Next StepsAnalysis Strategy Implications
Revenue Drivers
PV: 800,000/1.03
Cost: 40,000 x 5 = $200,000/year
Revenue: $800,000/year
1
2
3
4
5
800,000
800,000
800,000
800,000
800,000
PV: 800,000/1.032
PV: 800,000/1.033
PV: 800,000/1.034
PV: 800,000/1.035
776,699.04
755,076.72
732,131.42
710,795.20
690,021.59
3,663,793.97 – 200,000
$ 3,463,733.97
Overview Next StepsAnalysis Strategy Implications
Timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Start AccountDevelop Snapchat Discovery campaign Employ campaign
Research prominent figures
Get in contact Develop campaign with figure Feature
campaign
Employ US Based Hispanic to curate content
Research authentic/personal content
Employ campaign
Overview Next StepsAnalysis Strategy Implications
Research prominent figures
Get in contact Develop campaign with figure Feature
campaign
Employ US Based Hispanic to curate content
Research authentic/personal content
Employ campaign
Timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Start AccountDevelop Snapchat Discovery campaign Employ campaign