HISCEC – Hispanic Business Showcase – Business and Technology Expo
Date: September 10-11, 2010
Where: San Diego Convention Center, San Diego, California
The scope and highlights of the two conferences given are summarized below:
How to Profit from Buzz Monitoring
What does the online conversation really mean for your brand?
USE CASES: Telecom in Latin America
Entel PCS, Claro, Movistar
Defining Online Media Spend
Target Latino tip #9: identify source with most comments
What happens if the mentions are negative?
Target Latino tip #10: use contextual ads to display when the mention is negative for your competitor.
USE CASES: pharma and healthcare
The popular diabetes medication Avandia is being considered for recall by the U.S. FDA after several complaints by patients were fielded concerning the potentially fatal side effects of the prescription drug.
Over four million diabetes patients have utilized the drug since its introduction in 1999. This figure includes some 2.6 million prescriptions that were written for the drug last year alone.
“There were signals of sentiment and tonality change in social media. And it would be easy for just about any product to follow the same path in social media as Avandia. But now there are methods to find the patterns and trends, both retrospective and predictive, so that brands can become more aware. people expect someone to listen, take them seriously, and act.” Report on GlaxoSmithKline’s Avandia and its evolution in the social media realm.
Hispanic Market Segmentation and Field Marketing Strategies
Acculturation vs. Assimilation
Attitudes about culture and life in the U.S. Beliefs about aspects of their role in society Shopping habits and brand selection criteria Leisure activities Language proficiency Opinions on immigration
Beware of stereotypes
Many traditionally considered “unacculturated” hispanics display attitudes and behaviors that are typical of more “acculturated” Hispanics. many U.S.-born latinos are motivated by a strong cultural connection to their Hispanic heritage.
Grassroots marketing is about getting consumers and influencers in your key markets to care so much about what you are doing that they become your cheerleaders and most vocal supporters.
Suddenly, you have a credible, voluntary sales force that carries your message forward with more velocity than a single marketing department.
In the U.s., the first use of the phrase “grassroots and boots” is thought to have been coined by Senator Beveridge of Indiana. he said of the Progressive Party in 1912, “This party has come from the grass roots. It has grown from the soil of people’s hard necessities.”
A grassroots movement is one driven by the politics of a community.
The term implies that the creation of the movement and the group supporting it is natural and spontaneous.
Often, grassroots movements are at the local level, as many volunteers in the community give their time to support the local party, which can lead to helping the national party.
the marketing discipline focused on face to face interaction via live events, trade shows and corporate meetings among other event types. designing or developing a ‘live’ themed activity, occasion or exhibit (sporting event, music festival, fair, or concert) to promote a product, cause, or organization.
the practice of sending skilled reps to retail outlets for brand building and sales support via in-store promotions, point of sale displays, etc. Field Marketing delivers results and ensures brand development in terms of accountability, visibility, availability and sales.