Presentation on theme: "This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s.)"— Presentation transcript:
This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s.) You will also note that throughout we indicate (insert advertiser here) or identify an advertiser as Advertiser X – please replace those with the name of the advertiser you are pitching. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.
Hispanic Heritage Month Diversity United, Building Americas Future Today (Insert Advertiser & Radio Station) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)
Agenda Power of the Hispanic Market Radio is relevant Insight based ideas
Hispanic Market Overview Hispanic consumers now represent 16% of the U.S. population –63% of Hispanics are native born and primarily use English-language media. –Predicted to make up 30% by % of Hispanic adults say they use the term American most often to describe themselves. –40% among those who were born in the U.S.. Sources: U.S. Census Bureau
Hispanic Market Overview By 2014, Hispanic buying power is expected to be: $1.330 Trillion Sources: university of Georgia Selig Center for Economic Growth
Hispanic Market Overview Core common values: –Family Outspend the general population on categories for babies and children, accounting for 19.2% of industry sales. Spend significantly more than other groups on food consumed at home, due to the importance of family mealtime and larger family units. Spend $257B on telecommunications services. –Food Hispanics dine out in groups and have a substantial 11.4% share of single location, full service Restaurant industry. Sources: 2010 Nielsen, 2011 IBIS World Report, 2010 Packaged Facts, National Restaurant Association, US Census Bureau, Pew Hispanic Center
Core common values: –Hard Work Hispanic-owned businesses rose by 43.7% from and are continuing to grow. Hispanic-owned businesses are especially leaving a mark in wholesale trade, construction and retail trade, with nearly 51% of Hispanic-owned businesses yielding profits in these fields. –Preserving Culture 51% identify themselves by their familys country or place of origin Hispanic Market Overview (continued)
Source: Arbitron Hispanic Radio Today, % 96 % Hispanic men Hispanic women 35-54English and Spanish dominant listeners Radio is Extremely Relevant
Source: Arbitron Hispanic Radio Today, 2011 Radio is Extremely Relevant 85 % 84 % Hispanic men during the weekend Hispanic women during the weekend
Leveraging Radio to help Advertisers join the celebration of Hispanic Heritage Month Diversity United, Building Americas Future Today Insight Based Ideas
Insight #1 The Hispanic family is a close-knit group and the most important social unit. The term familia usually goes beyond the nuclear family. The Hispanic "family unit" includes not only parents and children but also extended family. Family ties are very strong. When someone travels to another town or city, staying with relatives or even with friends of relatives is a common practice. Families often gather together to celebrate holidays, birthdays, baptisms, first communions, graduations, and weddings. Everyday midday and evening meals are important family or social events. Food & Family: The Heart & Soul of the Hispanic Family
Food, Family & Culture A Celebration of Hispanic Heritage (Note: this idea may be most appropriate for a food, kitchen aid, appliance department store or grocery brand) Together, Radio and Advertiser X celebrate the unique food, family and cultural traditions of Hispanic families. Like many other nationalities there are certain foods and meals that are cooked only on special occasions and by certain individuals. In todays busy, multi-tasking world, we often take tradition for granted. This platform puts a spotlight on the local and familial traditions of food that will inspire family togetherness across cultures.
Food, Family & Culture A Celebration of Hispanic Heritage How it works: Promotion to invite listeners to submit and share their food, family and cultural traditions and recipes: –On-air :30 & :60 spots remind listeners that its Hispanic Heritage Month and how interesting (and yummy) some of their traditions are around food and family. These spots direct listeners to phone in or log on to the station website to share their favorite cultural tradition, recipe and story behind it. Stories, traditions and recipes will relate to Hispanic Heritage but may come from another Nationality that is fortunate enough to join a traditional Hispanic celebration. –Website and dedicated phone line will include instructions for how to submit their stories and recipes.
Food, Family & Culture A Celebration of Hispanic Heritage How it works (cont.): Station/Advertiser X will pick the best, most interesting stories and recipes to feature and highlight on-air in the form of interviews with the listeners that submitted the story. (sample on next slide) –Anyone that has their recipe chosen will receive a Gift Card to Advertiser X.
Food, Family & Culture A Celebration of Hispanic Heritage How it works (cont.): SAMPLE COPY: –DJ: Hey STATION listeners. Last week we kicked off Hispanic Heritage Month with a shout out to some of the Hispanic flavors that are shaping the way we eat and how interesting (and yummy) some of those flavors sounded. We asked you for your stories and boy did you deliver. Im here in the studio today with Sophia Hernandez and she just whipped up the most amazing rice pudding...not a traditional rice pudding – one you could actually slice. Sophia – tell us a little bit about where this recipe came from and how you make it? –SOPHIA: Rice pudding is arguably the most common dessert in Latin America. Rather than the traditional milk, my rice pudding is made with coconut milk, as well as a variety of exotic spices like cloves and ginger, or vanilla – I also add a little cinnamon. When my grandchildren visit I serve it to them for breakfast! (Sophia will continue discussing the cultural and traditional meals that she prepares for her family).
Insight #2 To attract, retain and engage Hispanic consumers, Advertisers need to understand the common – and unique – characteristics of the various cultures that fall under the label of Hispanic. People from 22 different countries of origin are considered to be Hispanic – it is a culture, not a race. Though differences exist based on country of origin, there are some common characteristics: Family is the most important value Hard work is valued – they came to this country for the American dream Preserving the culture and language Hispanic: Not a One-Size-Fits-All Package
Hispanic Heritage Month Vignette Series A platform that celebrates Hispanic Heritage Month that profiles the cultures from countries of origin throughout the month – Latin American, Mexican, Chilean, Spanish, Puerto Rican. Each country and its culture that have integrated and helped to build a better America will each be highlighted.
Hispanic Heritage Month Vignette Series How it works: From September 15 through October 15, each week will be devoted to celebrating and allowing listeners to discover the heritage of Hispanic culture ranging from influence in Art, Music, History and Food. –September 15: Latin America –September 22: Mexico –September 29: Chile –October 6: Puerto Rico –October 13: Spain & Cuba
Hispanic Heritage Month Vignette Series Station will create a :60 on-air vignette series that highlights the cultural insights, historical moments, and renowned works from the world of art that help bring the segment to life. Vignette series will be presented by Advertiser X, e.g. This Moment in Hispanic Heritage presented by Advertiser X, this week focused on Latin America….
Hispanic Heritage Month Vignette Series Each vignette will be sprinkled with Hispanic Heritage trivia because there is so much that people dont know. For example: –There were men who served for the US – platoons of just Hispanics that stormed Normandy. –Puerto Rican men and women whose residence is in Puerto Rico, serve in the armed forces for the US but are not permitted to vote in the Presidential election. –A 17th century Catholic nun, Sor Juana Inés de la Cruz, is still considered one of the most important literary figures of the American Hemisphere, and one of the first feminist writers. –Alex Pompez, who made tremendous strides for Negro League Baseball.
Hispanic Heritage Month Vignette Series In addition to the vignettes series, Advertiser X can sponsor music blocks or music hours that celebrate Hispanic achievements in music (artists, writers, musicians). Each music block/music hour is interspersed with facts and the story of heritage, hard work, family and culture behind the artist(s) that were featured in the playset. Podcasts of the vignette series and Artist interstitials along with additional information and links to Hispanic Heritage Month local market events will appear on the radio station home page sponsored by Advertiser X.
Insight #3 This years theme for Hispanic Heritage Month is Diversity United, Building Americas Future Today. The US Census Bureau reports that the number of Hispanic-owned businesses rose by 43.7% from and is continuing to grow. Hispanic-owned businesses are especially leaving a mark in wholesale trade, construction and retail trade, with nearly 51% of Hispanic-owned businesses yielding profits in these fields. They are local business owners, local consumers and are making a difference in Americas future. Americas Future Today!
Hispanic Hometown Heroes Together, Advertiser X and station partner to truly demonstrate the theme of this years Hispanic Heritage Month: Diversity United, Building Americas Future Today by profiling local Hispanic Hometown Heroes and the contributions they have made for the community where they live and work.
Hispanic Hometown Heroes How it works: Individuals from communities across [insert market] nominate Hispanic individuals, families, businesses (regardless of age) that have done something for their community that is deserving of recognition. Stories are submitted online, at Advertiser X locations and via the radio station and are highlighted through live reads by station personalities. Listeners from the community are invited to read all stories on the websites and vote for the one(s) they deem most deserving of a grand prize from Advertiser X and the radio station. Drive awareness through heavy media schedules and DJ live reads to promote Advertiser X and their association with Hispanic Heritage Month.
Next Steps Gain feedback on ideas. Station to revise based on feedback and propose schedules and costs. Plan activation timeline including commercial creative and station produced spots (if required). Discuss how campaign success will be measured. Launch campaign.