marketing

Use Snapchat to Attract Millennials and Centennials

Snapchat

Snapchat is a mobile app that allows users to view images and videos that disappear after displaying for up to 10 seconds. According to GWI, Snapchat was the fastest growing social app in 2014 with over 100 million daily active users.

Marketers have been struggling to target Millennials through various mediums, primarily due to the lack of targeting and understanding of specific subgroups. Recently, marketers have sought ways to target Centennials, also known as Generation Z, who currently make up more than 25% of the U.S. population. Here are a few statistics that demonstrate why Snapchat is the perfect social media platform to attract both groups:

  •   71% of Snapchat users are under 25 years old
  •   77% of college students use Snapchat daily
  •   30% of U.S. millennial internet users access Snapchat regularly
  •   34% of 18-34 year olds in the U.S. have a Snapchat account
  •   32% of teens (13-17) use Snapchat

If that doesn’t convince you, a recent study by Mashable shows a lot of opportunities for companies to expose their brand to college students. Here were some key findings:

  •   45% of college students would open a Snapchat from a brand they don’t know
  •   73% of college students would open a Snapchat from a brand they do know
  •   67% of college students would want to receive discounts or promotions from brands on Snapchat
  •   58% of college students are likely to purchase a brand’s product or service if they send them a Snapchat coupon

Although this data shows that Millennials and Centennials are frequent Snapchat users, only 1% of marketers use Snapchat. Brands that are afraid to experiment with new social media platforms are making a big mistake.

Wet Seal, for example, stepped outside the norm by hiring a 16-year old to manage their Snapchat account. Within two days, the brand had 9,000 new followers and 6,000 views of Wet Seal’s Snapchat “story.”

At the end of the day, brands should not be afraid to use Snapchat, especially since Snapchat’s CEO is a Millennial himself!

Increase Your Email Marketing Budget this Year

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Statistics indicate that email marketing is successful and companies are seeing substantial ROI in the marketing medium. Here are five reasons why you should increase your email marketing budget this year:

  1. Email Marketing is Increasing
    According to Salesforce, 73 percent of marketers claimed email marketing was a core strategy for their business. It is becoming a trend to use it and you shouldn’t fall behind. In fact, eMarketer says 69.7 percent of US Internet users prefer email as the method of communicating with businesses.
  1. Email Marketing Helps Existing Campaigns
    You can direct attention to your website by offering sneak peaks of some of your content, or increase your social media followers by inviting people to share deals on social media.
  1. A small increase in your budget can lead to big returns
    Email marketing tools, such as MailChimp or Constant Contact, can help you get started on your email marketing efforts without a budget. Once you learn how email marketing works, don’t be afraid to upgrade! Spending extra money on your email designs will attract potential customers and increase both brand loyalty and engagement.
  1. Objectively measure your results
    Every email you send out will be tracked by the email marketing tool that you use. At the very least, you will be able to do the following

-Monitor your delivery rates
-Monitor your open rates
-Monitor the total number of click-throughs

Your conversion rates will help you to determine whether your email marketing budget and efforts are enabling a profitable return. Find out what is working and what is not working using the data you’ve collected.

  1. People demand more
    Serve your people with great designs, appealing copy, and better offers such as giveaways, discounts, and special deals. According to Salesforce, marketers consider email content and design as the most critical aspect of an email by 79 percent and as one of the most effective aspects of an email by 66 percent. Mobile-friendly email designs should also be something to consider since Forrester’s research reports that 72 percent of US online adults send or receive personal emails through their smartphones at least weekly.

For more information about email marketing, contact us at info@lavozmarketing.com.

A Smart Investment: Tapping into the Hispanic Market

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It’s not a surprise that the Hispanic market is rapidly growing. So what is the #1 tip when targeting US Hispanics?

Develop strong culturally relevant messages.

Many companies have made the mistake of simply translating their English content into Spanish without considering the consistency of the message.  Seasoned PR and marketing experts within the Hispanic market will tell you that it’s not enough. A “one-size fits all” approach will not work. Spanish is only a small part of a marketing strategy for the Hispanic market, of course, only if your audience prefers Spanish.

Current studies show that Hispanics dislike being viewed as a consumer segment. Instead, Hispanics prefer companies and organizations that make an effort to understand their culture and their needs. Through that process, Hispanics seek to build loyalty with brands that properly represent their voices and unique identity or with brands that empower their heritage by embracing their cultural characteristics.

Let’s take a look at the automobile industry.

eMarketer’s study in 2013 on the new-vehicle sales growth showed the US Hispanic automobile shopper is more likely to buy a car than the general market. Sarah Hasson, Senior Vice President (Automotive) in Univision’s Strategy & Insights Group, conducted a study revealing 20% of all new vehicle sales growth in 2013 were Hispanics.

Clearly, targeting the Hispanic market is a good investment for an automobile company, but what are those companies doing to achieve success?

Univision’s report reveals “leading brands all have awareness in the range of 60% to 71%, which is no surprise, given how active these brands are in Spanish-language media, and the consistent and culturally relevant messaging they’ve employed over the last 20+ years.”

Toyota has been the top-selling brand to Hispanics for over 10 years, due to effective marketing, public relations, community relations and stakeholder and influencer engagement. Toyota is also involved with several Hispanic events and conferences throughout the year to engage with the Latino community and to thank them for their business. “We strive to remain close to the market in order to understand each unique culture and be able to speak about the opportunities that Toyota vehicles provide in the most relevant and respectful way,” said Javier Moreno, manager of external affairs and communications for Toyota Motor North America Inc.

According to Pew Research, Hispanics are the most active group on social media in the United States.  Toyota has used that to their advantage to also engage with Hispanics on social media, using hashtags that are culturally relevant to Hispanics.  Honda, another automobile company successfully reaching the Hispanic market, also used social media to deepen engagement and build relationships with Hispanics by @HondaLatino Twitter account.

Honda and La Agencia have established a four-tier approach to market to U.S. Latinos, which includes cultural enrichment, community support, sports marketing, and product advertising. As a result, Honda’s Civic Sedan and Accord Sedan have been the #1 and #2 selling models to Hispanics for the past 8 years.

If you are seeking to develop culturally relevant programs for the Hispanic market, La Voz Marketing can help!  Click here to read a few case studies about how we helped our clients strengthen their relationship with US Latinos. For more information, contact us at info@lavozmarketing.com.

Dove’s Campaign is Really Making a Difference

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Dove wanted to rebrand itself by doing something out of the ordinary. Many advertisements for beauty products target women and the media has a certain way they portray ‘beautiful women‘. After discovering, through a survey, that only two percent of women across different countries consider themselves beautiful, Dove launched its “Campaign for Real Beauty” in 2004.

According to Dove, the campaign was created to provoke discussion and encourage debate. In 2010, the brand evolved its campaign vision to provide women with opportunities to mentor the next generation and celebrate real beauty. Since Dove launched this ongoing campaign, they have increased sales and succeeded in increasing women’s confidence. Dove’s latest film, for example, encourages girls to love their curls as only 4 out of 10 curly-haired girls love their hair.

After seeing the results of their initial survey, Dove was not only focused on rebranding itself but wanted to make a difference in the way women viewed themselves. Their latest video is a testament to their success.

LVM provides branding solutions that will help you make a difference. To learn more about branding, please read our recent blog Branding Your Startup or contact us at info@lavozmarketing.com.

 

US Hispanics are more inclined to buy products using mobile devices

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Marketers who are looking to invest in mobile marketing this year should target the Hispanic market. Hispanic consumers are more likely to use mobile devices to buy products than non-Hispanics. A study revealed 52 percent of people who are comfortable using a mobile device to make a purchase for clothes, electronics, music or movie tickets are Hispanics.

Our recent blog post on social media marketing in 2015 indicates marketers are already planning to increase budgets for social media marketing and digital advertising. Before creating new digital advertisements, it is important to know that Hispanics are more likely to use their smartphones or tablets to research before making a purchase. According to eMarketer, 35% of Hispanics use social media when researching products on their mobile devices. Online product reviews and product ratings also influence the Hispanic consumers’ decision to buy.

Another study shows non-Hispanics are not likely to take action when they receive deals or see online advertisements. In contrast, 62 percent of Hispanics are more likely to take action after reading deals and 57 percent will take action after seeing sponsored search-engine advertisements.

LVM wants you to consider the Hispanic market when you make the shift to digital advertising. For more information on the Hispanic market, read our blog post on 3 Things You Need to Know About the Hispanic Market or contact us at info@lavozmarketing.com.

Social Media Marketing in 2015

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Social media usage is increasing and so should your budget for social media marketing in 2015. eMarketer estimates there will be 154 million social network users this year. Although Facebook is still in the lead, Debra Aho Williamson, eMarketer’s principal analyst, says the next phase of growth in social networks is happening on mobile social media platforms such as Twitter, Instagram, Pinterest and Tumblr.

In a recent survey, 5,000 marketers were asked about their budgets for 2015. Here were some of the results:

  • 84% of marketers plan to increase their budget and 38% of these marketers plan a shift in spending from traditional advertising to digital advertising
  • 70% of marketers plan to spend more on social media advertising
  • 68% of marketers have already integrated mobile into their larger marketing strategy

Marketers shared the belief that mobile marketing and social media is core to their business. So, which social networking sites should you be investing in?

According to Pew Research, Instagram, LinkedIn, Twitter, and Pinterest increased in membership and saw significant growth in almost every demographic group. As you may know, each social media platform targets a different demographic. eMarketer predicts how market share will change for the top social networks in 2015, finding that the largest group of social media users will still be using Facebook and are between the ages of 25-34.

For more information about social media marketing and social media advertising, contact us at info@lavozmarketing.com.

Creating a New Year’s Resolution for Your Marketing Strategy

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A new year symbolizes a new beginning for many people across the globe. According to Statisticbrain.com, approximately 45% of Americans make new year’s resolutions – which consist of losing weight, getting organized and spending less but saving more. While you are creating new year’s resolutions for yourself, you should create new year’s resolutions for your company’s marketing strategy. Defining goals is important for your company and will help you measure its success. However, marketers must ask themselves the following questions before creating a new year’s resolution.

  • How did your marketing messages help increase your product’s sales last year?
  • Were consumers receptive to your marketing messages and participative in the conversation?
  • What sales goals does your brand hope to accomplish this year?
  • How will you adjust your marketing messages to achieve this year’s sales goals?
  • What are your consumers’ most common complaint and how will you fix it?

La Voz Marketing believes these questions will help guide companies to create a measurable news year’s resolution for your marketing strategy. We hope your brand has a successful year!

How Digital Television can Benefit Your Brand

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A Nielsen report, Shifts in Viewing: The Cross Platform Report Q2 2014, reported an undeniable shift in television viewing habits amongst American consumers.  Although viewership on traditional television is reporting a decrease, the consumption of multimedia content continues to rise.  Millennials, generation x and baby boomers alike are increasing their viewing time on digital devices.  Digital viewership has also increased by two percent among Hispanics, eight percent among Blacks and ten percent among Asians.  This shift in television viewing habits gives brands a unique opportunity to connect with consumers on multiple platforms.

Digital advertising gives brands the ability to direct consumers to its landing page from an ad.   Brands can also engage in pop culture conversations online and share video links on online platforms.  For example, DiGiorno Pizza’s witty tweets during NBC’s Sound of Music Live garnered the brand publicity in a way unheard of over five years ago. Also, brands can create their own digital television programs for their audience’s enjoyment.  Chipotle developed a web series, Farmed and Dangerous, which stresses the importance of Chipotle’s stance on food safety and sustainable farming without placing a burrito in the show.  Denny’s recently launched a web series, “The Grand Slams” which will feature its favorite breakfast items and their stories.  According to Restaurant News, “the series targets millennials designed for viral social media play.”  Just like social media, brands that are innovators and early adopters in the digital television space will reap the benefits in the future.

 

 

A Lesson Learned from the Guy Having Coffee With all of His Facebook friends

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Matt Kulesza has 1,088 Facebook friends.  When he was skimming through his Facebook friends to delete people he does not talk to or know, he came up with an idea that has transformed into an approximate three year project and popular blog.  Matt has embarked on a journey to meet up for coffee with all 1,088 Facebook friends.  Without intentionally trying to, Matt has reminded us the importance of connecting with others in-person.  Social media and emails are important, but good public relations professionals do not hide behind the computer.  An in-person get together provides an opportunity to learn about each other on a personal and professional level.  The influencer might share with you several story ideas he/she is working on or you may spark an idea for a future story.  The influencer might utilize your brand’s thought leader for a story, after hearing about his/her impact in the industry.  Relationships are sacred and are best built in-person.  Keeping up with a person online is beneficial, but nothing can replace that in-person connection.

Check out Matt Kulesza’s efforts on his blog, 1000+ Coffees.

 

 

The Future of Marketing and Public Relations

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In a recent Fast Company article, Jarone Ashkenazi discusses the future of public relations and its changing landscape in today’s business world.  Prior to the internet, public relations used to operate under the filter down theory and public relations practitioners relied on traditional media to get the word out.  In today’s world, public relations, marketing and social media are interdependent on each other and a brand and its audience communicate in a dialogue.   Although the storytelling aspect remains the same, measuring the tactics’ effects on sales and marketing goals is more critical than measuring impressions solely.

The future of public relations and marketing will have a huge effect on a brand if practitioners do not adapt to today’s business world.  In line with the article, La Voz Marketing recommends the following tactics to help your brand adapt to the future of marketing and public relations:

  • Write your brand’s story

Many brands have the opportunity to share their story through various online channels such as websites, blogs and social media.  Although engaging influencers and pitching news outlets is still important, you do not have to wait for someone else to share your story.  A google search that directs consumers to a problem-solving product that your brand offers will drive conversions.

  • Monitor all of your brand’s conversations online and offline

Listen to the conversations your audience is having about your brand.  You will learn about the positive aspects and things you need to improve.  A crisis can be avoided by simply listening.  Monitoring the conversations may also lead to a potential story idea for your brand’s blog and influencers.

  • Join your audience on new social networks

If your audience is active on a new social network, your brand should join the conversation.  It will help your brand in the long run.  However, we do not recommend for that you join every new social network.

  • Provide an opportunity for your audience to collaborate on content creation

A collaborative effort of content creation will engage your consumers and allow them to become a part of your brand.  For example, Doritos created the $1M Doritos Super Bowl ad contest which encouraged consumers to create a Doritos ad for the opportunity to be shown at the Super Bowl.  Besides impressing the Doritos execs, the $1M Doritos Super Bowl ad was chosen by the general public.

  • Demonstrate your brand’s value to your audience

At the end of the day, your brand must demonstrate value to your consumers.  People are utilizing and will continue to purchase your product if it’s value is demonstrated consistently.  When brand trust is proven, consumers will recommend your product to others.