Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Resources: Coopera Marketing Consulting Services
Document related concepts
no text concepts found
Transcript
Promotion Vs. Marketing Strategy March 2016 Preview • Discuss the cons of a promotion-only Hispanic marketing strategy • Review the components of an effective Hispanic marketing strategy • Provide examples • Share available resources 2 THE CONS OF PROMOTION-ONLY 3 The Coopera Approach 1. The right organizational mentality – Philosophy – Investment 2. Adapt to the market – – – – 4 Personnel Products Processes Promotion/Marketing A Promotion-Only Strategy… Translations of English Marketing Materials 5 The Downside • Lack of integration with: • • • • • Hispanic growth strategic goals Hispanic target market segmentation Product/service relevancy for consumers Culture Other marketing needs such as online, social media, public relations, advertising, direct mail, etc • Consumer awareness and action wane 6 Hispanic Consumers May Not… • See that you care • Understand the CU difference • Know how your services can help better their financial lives as a whole • Distinguish your CU from other FIs and other CUs • Be prepared to join • Tell their family and friends • Use other products and services 7 AN EFFECTIVE HISPANIC MARKETING STRATEGY 8 An Effective Hispanic Marketing Strategy… Starts with your Hispanic Target Market Defines specific, measurable goals that integrate with your CU’s Hispanic growth strategy Conveys consistent, culturally relevant messaging Incorporates integrated marketing tactics including promotional materials 9 Resources: Coopera Marketing Consulting Services Develop a Relevant Brand Identity Relevant identity and positioning message(s): Family Financial Services Accessibility Financial Future… Have a slogan for your Hispanic target market(s). 10 Resources: Coopera Marketing Consulting Services Spend Time Building Awareness • Easy to jump to products first • Define and talk about what makes you different • Is it… – – – – – 11 Your bilingual, bicultural staff Your community partners Your members Your commitment to the community Your mission Or, all of the above? Resources: Coopera Marketing Consulting Services Create Spanish Concepts/Messages From Scratch Multiculturalism Social Media Dual Identity Millennials Spanglish 12 AT&T #BetweenTwoWorldsCampaign Create Materials People will Use • Informational product/promotional flyers to be used at community events • Recruitment materials • Referral program information • Event-specific information inviting the community to your events • Member service brochures that staff hand out 13 When was the last time someone grabbed a brochure from the rack? Avoid Starting with a Spanish Website First. • It’s a lot more than just translation • Considerations: – What Spanish financial terms will you use? – How will you ensure consistency in terms from the website to other materials? – How will you brand, your branded product terms? – How will you convey important, culturally relevant messages that aren’t available on your English site? – How will you keep it fresh? How/who will make updates based on new info? 14 However, Don’t Forget Mobile and Online. • Social media messages – Facebook, Snapchat, Instagram and Twitter • Ensure you have staff who can provide follow-up in Spanish • Engage your audience on social media • Be prepared to education on usage of apps and online 15 Involve your Community Partners & Tout Personnel Growth • • • • Talk about your community partners Market to the community together (co-market) Tout your Hispanic advisory groups Write press releases in Spanish and send to Spanish media • Let the community know about new hires and new leadership Consider Juntos Avanzamos Designation 16 RESOURCES 17 Coopera Consulting Services & Resource Library • Meeting topic(s) • Templates in resource library 18 The Digital Lives of Hispanic Consumers White Paper 19 http://www.cooperaconsulting.com/hispanic-expertise.cfm?ID=C2AD7E80-BFCDAEBB-FAE3-F31E9E28E3AA Hispanic Growth Resources • Coopera Resource Library • White Papers http://www.cooperaconsulting.com/hispanic-expertise.cfm • Hispanic Outreach Insights Monthly E-newsletter http://www.cooperaconsulting.com/ • Hispanic Outreach Connection LinkedIn Group (CCHOC) http://www.linkedin.com/groupInvitation?groupID=2148195& sharedKey=5F7335401508 • Coopera Blog http://blog.cooperaconsulting.com/ • Coopera on Twitter Follow Coopera @_Coopera 20 QUESTIONS? 21 Contact Coopera 1500 NW 118th Street Des Moines, Iowa 50325 866.518.0214 cooperaconsulting.com blog.cooperaconsulting.com [email protected] © 2016 Coopera. Original information contained within this presentation is copyrighted and cannot be used without expressed written consent from Coopera.
