Example of Successful Marketing Model

PPRODUCT

PPLACE

PPRICE

PPROMOTION

Why we need a new marketing model

Technology Community and Content

Innovation

Social Listening and Research

Changing Demographics of America

scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user)

ntegrate your communications channels

ransform your audience into communities

ptimize

“Latinized” Marketing model for era of social media™

scuche a su audiencia (Listen to your audience)

scuche: Listen for Marketing Trends

Source: Google Trends 2013

Salsa (red) versus Ketchup (blue)

scuche: Listen for Marketing Trends

Tacos (blue) versus Hamburgers (red)

Source: Google Trends 2013

scuche: Listen for Marketing Trends

Tabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue)

Source: Google Trends 2013

scuche: Listen for Marketing Trends

Food Trucks (blue)

Source: Google Trends 2013

scuche: Listening for Influencers

The Rules of Social Media Were Actually Written Long Before the Internet

Malcolm Forbes “To seduce almost anyone, ask for and listen to his opinion.” 

Dale Carnegie on “How to Win Friends”

•  Be a good listener

•  Encourage others to talk about themselves

eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)

Nurse’s perspective Prefers to remove bandages quickly

Patient’s perspective Prefers bandages removed slowly

eXperimiente como usuario - Profiles

Company perspective Customer perspective

eXperimiente como usuario - Profiles

Develop your strategy using user profiles

•  Your goal

•  Target audience(s)

•  Your message

•  Social platforms

•  Media plan

Profiles Help Us Avoid Monolithic Thinking

“Ms. Davis, get us some binders full of Latinos.”

User-Centered Design and Marketing

User-Centered Design and Marketing

ntegrate your communication channels

ntegrate Multicultural Marketing

ntegrate Multicultural Marketing

ransform your audience into communities

Magnetic Content attracts customers.

ransform your audience into Communities

ransform your audience into communities

ransform your audience into communities

Capturing the stories of multicultural employees and founders

ptimize

To improve is to change; To be perfect is to change often

- Sir Winston Churchill

ptimize

Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores

Brand Sends Free, Personalized Recipes via Twitter

scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user)

ntegrate your communications channels

ransform your audience into communities

ptimize

“Latinized” Marketing model for era of social media™

What’s Next?

Gracias! Joe@Kutchera.net

Free copy of book for first 5 people to sign up for free advisory session on: •  Social media listening study •  Content strategy and brand storytelling

•  Latin-inspired product innovation