CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
Jan 19, 2015
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
Agenda • Millennials: definition/segmentation
• Latinos: implications
• Differentiators
– Empowerment
– Cause marketing
– Technology
• Examples
• Recommendations
• Q&A
30 m!"#$e%
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
• 18-34 YO/80MM
• 21% Discretionary Spending;
$1.3 trillion buying power
• The Most Diverse Consumer Group Ever
• Highly emotional & unpredictable;
opinionated; vocal; skeptical &
controlling
– Overall feeling “screwed” by the system;
strong entrepreneurial spirit
– Open-minded and accepting; pro same-sex
marriage 70%
– 44% believe marriage is obsolete
Source: Boston consulting group; Consumer Clarity; Pew Research
definition
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
Le!’" p#! $! $% per&pe'!$(e
Source: New York Times
COMPLETING SCHOOL
LEAVING HOME
BECOMING FINANCIALLY INDEPENDENT
MARRYING
HAVING A CHILD
1960 77% OF WOMEN
65% OF MEN
HAD REACHED ALL FIVE BY 30
2010 13% OF WOMEN
& 10% OF MEAN
HAVE DONE SO
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
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Source: Boston consulting group; Consumer Clarity; Pew Research
HIP-ENNIAL “I can make the world a better place.” • Female dominated, below-average employment (many are students & homemakers)
MILLENNIAL MOM “I love to work out, travel, & pamper my baby.” • Wealthy, family oriented, works out, confident, & digitally savvy, Older, highest income.
ANTI-MILLENNIAL “I’m too busy taking care of my business & my family to worry about much else.” • Slightly more female, more likely to be Latino & from the western U.S.
GADGET GURU “It’s a great day to be me.” • Male dominated, above-average income, single
CLEAN & GREEN MILLENNIAL “I take care of myself & the world around me.” • Male dominated, youngest, more likely to be Latino, full-time student
OLD-SCHOOL MILLENNIAL “Connecting on Facebook is too impersonal, let’s meet up for coffee instead!” • Older, more likely to be Latino
29%
22%
16%
13%
10%
16%
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
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Consummate Optimists - Differentiators:
- Empowerment
- Cause Marketing
- Technology
21%; 35 MM; 65% Total Hispanic U.S. Population
They are bilingual • 75% Speak English at
home half the time • Over half consume
Spanish language media
Source: BIGinsight Media Behaviors and Influnce Survey Jun 2012. IAB Hispanic Consumers & Digital Media Oct. 2012
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
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Source: BIGinsight Media Behaviors and Influnce Survey Jun 2012. IAB Hispanic Consumers & Digital Media Oct. 2012
LATINOS CONSUME MORE MOBILE MEDIA THAN THE GENERAL POPULATION
• 25% Greater Reach Thru Text Message on Mobile Device
• 30% Greater Reach Viewing e-mails on Mobile Device
• 34% Greater Reach Taking a picture on Mobile Device
• 42% Greater Reach Viewing news on Mobile Device
LATINO MILLENNIALS ARE RICH AND INFLUENTIAL: MORE LIKELY TO MAKE MAJOR PURCHASES
• 26% More Likely To Purchase Vacation Travel
• 18% More Likely To Purchase Computers
• 115% More Likely To Research Before Buying Electronics and Apparel
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
More Connected & Engaged Latino Consumers are More Socially Connected than the average U.S. Adult
Source: Nielsen Media Insights, Feb 2012
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Get Real • Social is no longer just about connecting online, it is
about connecting in the real world with real people
• Latinos are just as eager to connect in the real world as they are online
– They look for local events 350% more than the average U.S. adult
– Share local events they discover 10x more
Source: Gravy, June 2013
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION Source: Ahaa: Think Hispanic
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CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
Source: Ahaa: Think Hispanic
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CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
4*'e2oo5 6#)e" … THE # OF LATINOS ON FACEBOOK
GREW 2.8X IN 2010
REACHING ALMOST
14 MILLION USERS
(MARCH 2011).
U.S. Latinos spend a daily average of
29 minutes on social networking versus non-Latino whites who spend 19 minutes.
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
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20
Nike- 19 | Sony - 8 | Microsoft - 5
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
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Cause Marketing: “Old Souls” From “me to we” Authentic relationships with strong social currency; share worthy
Empowerment: Collective individualism; functionality trumps image; trust is the new cool
Technology: Mobile and Social
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
8mpo9erme%! • Collective Individualism – a paradox
- Empowered by own self; however,
always seeking input – even trust
strangers (product users)
• Functionality trumps image
- Products must be convenient,
cater to their lifestyle; make
their lives easier
• Trust is the new cool
- Be simple, establish brand trust
- Seek to have Millennials participate
and share
Source: Insanely Useful Advice For Marketing Millennials. By: Hyper island
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
C*u&e M+r5e!$%3 • Old souls With A New Mindset
– 65% agree that family traditions are
extremely important
• From “me to we” and desire marketing
with meaning
– Brands must have a greater purpose
• Strong social currency
– Passionate brand advocates - most
interested in brands that allow them
to also participate and have content that is
“shareworthy” – worth sharing with friends, etc.
Source: Insanely Useful Advice For Marketing Millennials. By: Hyper island
CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION
Examples Kum & Go Convenience Stores: • Most important to Millennials - value
• “Snaxpert” promotes pairing of snacks
• Social media sharing through photo contest –WIN $500 gift card/web post
Food4Less Latino Supermarket: • Targeting Millennials through mobile app
• Improves grocery shopping experience
• Coupons, ads, fuel, shopping lists, etc.
• Meets the convenience they value
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Examples Chipotle Mexican Grill: • Millennials Seek Adventure
• “Adventurrito” -20th Anniversary
• 20 Daily Puzzles – Grand Prize: Win Free Burritos for 20 Years!
Macy’s Department Store: • Rolled out 13 new brands to target
• Utilizing new/emerging technologies
• Engaging with content
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For More Information or to Request a Presentation Contact: Liz Arreaga, [email protected]