MEDIA PLAN | 2012 HISPANIC MARKET LoudCloud Media, LLP
TABLE OF CONTENTS O b j e c t i v e s … … … … … … … … … … … … … … … … … … … … … … … … … … … … . . 3! S i t u a t i o n a l A n a l y s i s … … … … … … … … … … … … … … … … … … … … … … … . . … 4! B r a n d P r o fi l e … … … … … … … … … … … … … … … … … … … … … … … … … … … . . 5! M a r k e t A n a l y s i s … … … … … … … … … … … … … … … … … … … … … … … … … . … 6! C o m p e t i t i v e P r o fi l e … … … … … … … … … … … … … … … … … … … … … … … … . . . 8! S W O T … … … … … … … … … … … … … … … … … … … … … … … … … … … … . . … 1 0! C o n s u m e r I n s i g h t s … . . … … … … … … … … … … … … … … … … … … … … … … . . 11! Ta r g e t P r o fi l e s … … … … … … … … … … … … … … … … … … … … … … … … … … . 1 4! M e d i a V i s i o n … … … … … … … … … … … … … … … … … … … … … … … … … … . . . . 1 6! M e d i a P l a n O v e r v i e w … … . … … … … … … … … … … … … … … … … … … … … . . . 1 7! P l a n S p e c i fi c a t i o n s … … … … … … … … … … … … … … … … … … … … … … . … … 1 8! Te l e v i s i o n … … … … … … … … … … … … … … … … … … … … … … … … … . . . . 1 8! I n - S t o r e … … … … … … … … … … … … … … … … … … … … … … … … … . … . . 2 0! S w e e p s t a k e s … … … … … … … … … … … … … … … … … … … … … … … … . 2 2! O u t o f H o m e … … … … … … … … … … … … … … … … … … … … … … … … . . 2 4! R a d i o … … … … … … … … … … … … … … … … … … … … … … … … … … … . . 2 6! M e d i a T i m e l i n e … … … … … … … … … … … … … … … … … … … … … … … … . . … . 2 8! B u d g e t … … … … … … … … … … … … … … … … … … … … … … … … … … … … … . 3 0! M e a s u r i n g S u c c e s s … … … … … … … … … … … … … … … … … … … … … … . . . … . 3 1! C o n c l u s i o n … … … … … … … … … … … … … … … … … … … … … … … … … … … … … . 3 2! For Further Conversation…………………………………………………………………A1! L o u d C l o u d M e d i a … … … … … … … … … … … … … … … … … … … … … … … … … … A 2! ! !
OUR OBJECTIVES What We Plan to Accomplish! •
Make Planters stand out in the sea of snack nut competitors and drive purchase intent from Hispanic consumers.!
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Gain key insights into snack industry trends and competition as well as the modern Hispanic consumer in order to create concerted media efforts that drive awareness in this niche consumer market.!
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Develop calculated sub-targets from the wide target base to better engage the consumer group with the Planters brand!
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Create a national media campaign for 2012 that establishes the Planters brand in the Hispanic male market, drives the consumer up the engagement ladder from awareness to purchase intent, and lays a foundation for future Hispanic media growth and efforts. !
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Situational analysis Executive Summary! Looking forward to the upcoming media year, Planters must find a way to cut through the clutter of the American snack industry and reach to be culturally relevant to the largely untapped Hispanic consumer. Evaluation of the snack industry and a careful examination of Planters position in today始s industry directed the national campaign specifications. ! ! Thorough analysis of the snack market industry, Planters始 competitors, and Hispanic consumers revealed that Hispanics consume media and snack products differently than their general market counterparts. These insights drove a media campaign focused on bridging Planters with key elements of Hispanic culture in order to convert snacking behavior. In conjunction with the campaign始s national scope, careful consideration was taken to develop media efforts that focus on areas with higher concentrated Hispanic populations and cultural affiliations in order to give Planters valuable conversations.! ! The media plan will target two distinct sub-targets, utilizing television, OOH, radio, promotional, and point of purchase efforts. All media efforts are highly calculated and concerted to drive this unique consumer group up the engagement ladder to establish the Planters brand in this new market. !
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Brand profile BEGUN IN 1906 by Amedeo Obici, this once small hot nuts company exploded into the grandest nut company in the world. By offering superior product quality and innovation to keep this brand simply remarkable, Planters and Mr. Peanut have instilled this iconic snack into the American public. In 2010, Planters re-introduced that always charming Mr. Peanut – voiced by Robert Downey, Jr. – to the public, top hat and all. Looking forward to the 2012 advertising year, Planters is looking to utilize Mr. Peanut his snack to reach Hispanic male consumers in a simply remarkable way. !
2010
5
MARKET ANALYSIS Hispanic v. Non-Hispanic Nut Consumption!
Market Consumption Trends! • •
•
•
Asians and Hispanics are more likely to buy from the nuts & salty snack category.1! Snack nuts and seeds segment has grown nearly 35% since 2005, and sales projections show steady growth. 1! • The segment benefits from being perceived as a more healthful option.! Product innovation is driving the snack nuts/seeds segment. 1! • Snack nuts/seed companies have heavily invested resources in product innovation to raise awareness and drive sales.! ! Nuts had the second-highest number of product launches between 2005 and 2010. There have been more than 12,000 snack launches between 2005 and 2010 with the largest number coming from the snack, cereal, and energy bar segment. 1! • Between 2005 and 2010, nuts had 1,574 product launches.!
Mainly when entertaining! As part of a specific diet or eating plan!
US Adults Who Eat Nuts Not Hispanic (%)!
Often/As a Regular Snack!
US Adults Who Eat Nuts Hispanic (%)!
As an occasional Snack! 0!
20!
40!
60!
80!
Total U.S. retail sales and forecast of nuts, seeds, dried fruit, and trail mixes! 9000! 8000! 7000! 6000! 5000! 4000! 3000! 2000! 1000!
1 Mintel
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0! 2005! 2006! 2007! 2008! 2009! 2010 2011 2012 2013 2014 2014 (est)! (fore.)! (fore)! (fore)! (fore)! (fore)!
Nut Industry Trends! •
•
Salty Snack Sales by Location (in Billions)!
Overall salty snack category generates total US sales of $18.8 billion and is expected to reach $24 billion in 2015.1! • Market growth is forecasted between 4 and 5 % every year between 2011 and 2015! While not entirely immune from the recession, the salty snack category has held up better than other categories because of its modest price point and perception as an affordable indulgence.1!
! Growth in the salty snack category! • Sales of salty snacks grew 30% between 2008 and 2010 and are projected to continue steady growth with the popularization of new healthier snack options. ! • Consumers indicated that they typically buy salty snacks for immediate consumption, indicating a high propensity to make impulse buys within this category. 1 ! • 2010 Sales! • Salty Snacks: $18.8 billion! • Snack Nuts and Seeds: $3.5 billion!
Other/Outlets! Supermarkets! 37%! 47%!
Supermarkets! Convenience Stores! Other/Outlets!
Convenience Stores! 16%!
So What?! • • • •
!
The nuts and salty snack category has grown 35% over the past six years, 30% between 2008 and 2010.! Hispanics are more likely than the general market to purchase and consume nuts and salty snacks.! Led by innovation and health trends, the nut category is highly competitive but extremely viable to todayʼs consumers.! 2010 salty snack sales totaled $18.8 billion.!
!
1 Mintel!
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COMPETITIVE PROFILE The dominant competitor to Planters in the snack nut category is the private label snack nut brands. 1 These brands consist of generic grocery store label brands and have Planters beat on price in the grocery store aisles. However these brands are not a factor in immediate purchase at bodegas and convenience stores, where Planters can dominate point of purchase decision of Hispanic consumers.!
Market Share: Snack Nut Category!
Planters!
Other, 22%! Everybodyʼs Nuts, 1%!
Planters, 24%!
Diamond!
Wonderful Pistachios, 5%! Emerald, 5%!
Private Label!
Emerald! Private Label, 32%! Diamond, 7%!
Wonderful Pistachios! Everybodyʼs Nuts! Other!
Paramount Farmʼs Wonderful Pistachios brand is not a market share leader but has made huge leaps in the category and should be of note to Planters as they seek a more natural image. Wonderful Pistachios has seen an increase in sales from $9.1 million in 2007 to $113 million in 2010. 2 The exponential growth in sales can largely be attributed to a heavy marketing campaign focusing on the younger demographics and also the “natural” perception the brand carries with it.! 2 Wonderful
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Pistachios, Inc.!
Market Share: Salty Snacks!
Pretzels, 7%! Other Salted Snacks, 14%!
Potato Chips! Potato Chips, 36%!
Tortilla Chips! Snack Nuts & Seeds!
Snack Nuts & Seeds, 19%!
Other Salted Snacks!
Chips Still Lead the Market! • Within the Salty Snack category, potato chips and tortilla chips combined command 60% share of mouth.1 ! • Frito-Lay has pledged to triple its “healthy” snack category by 2020, which will be in direct competition with Plantersʼ “Naturally Remarkable” brand position.! • In 2003 Frito-Layʼs healthier lines totaled more than $1 billion in sales out of Frito-Layʼs overall $9.09 billion revenue for that year.3!
Pretzels!
Tortilla Chips, 24%!
Frito Layʼs Established Hispanic Line! • Frito-Lay started marketing to Hispanic consumers in 1997.3! • When marketing to the Hispanic market, Frito-Lay takes the approach of releasing new flavors of their popular US brands and bringing its Mexican brand, Sabritas, to the US.3 ! • Plantersʼ biggest direct competition comes from Frito-Layʼs tailored Hispanic brands for the salty snack of choice for Hispanic males at home snack consumption.1! 1 Mintel! 2 Wonderful 3 Frito
Pistachios!
So What?! • • •
!
With a share of US $3.4B (19% of the market), nuts have huge buying power against other snack foods in this category. ! With the popularized focus on health and wellness, snack products have faced a detriment to their brand that Planters has not.! Despite generic brand competition, Plantersʼ unique approach against its competition comes in its solid and simply remarkable taste versus changing flavors. !
Lay!
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SWOT ANALYSIS Strengths! ! • • • • • •
! Planters peanuts can be consumed “On the Go”! • Planters has 19.6% share of the snack nuts market! • Healthier option within the salty snacks category ! Most established peanut brand! • High production standards! • Focused product gives Planters an advantage over companies with diffused product lines!
Planters is perceived to be more expensive by Hispanics! Higher price points than competitors i.e. Frito Lay! Narrower product lines than competitors ! Planters is perceived as over-processed by Hispanics!
Opportunities!
Threats!
! •
! •
• • ! !
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Weaknesses!
Hispanics are more likely to purchase snack nuts than the general market! The price of corn has increased (doubled - from 3.50/bushel to 7/bushel), meaning corn based salty snacks have increased prices! Growing popularity of healthy snacks should favor salty snacks with a better nutritional profile!
•
Frito-Lay has pledged to triple its healthy snack category by year 2020! Salty snacks are the second-most innovative market segment (innovative competition)!
Consumer insights Who They Are! Most Hispanics are of Mexican heritage and they were born in the United States.4! • Nearly 66% of the overall Latino population is of Mexican descent.! • The Hispanic market is at a paradigm between first generation Spanish speakers and second generation English-speaking, Americanized Latinos.!
! Where They Live!
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Cultural makeup (above) & Hispanic pop. densities (below)!
The top population densities are 5:! • Los Angeles: 61% are native born, 84% are of Mexican origin, and 77% speak only Spanish at home! • New York, NY: 60% are native born, 87% are not of Mexican origin, and 82% speak only Spanish at home! • Harris County, TX: 68% are native born, 88% are of Mexican origin, and 78% speak only Spanish at home! • Miami, FL: 50% are native born, 84% are of non Mexican origin, and 86% speak only Spanish at home!
4 2010 5 Pew
Census Report! Hispanic Studies!
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What Theyʼre Doing! Life In the Household! • 38% of Hispanic households make more than $50,000 annually.4! • Hispanic income is up 1% from 2008, versus the decline in all other US demographics. ! • 29% of Hispanic families have 5+ members in their households.4! • Hispanics spend nearly $104M dollars on the nut/fat/ oils category annually (28% more than the average consumer).1 ! • The average Hispanic consumer is 18% more likely to consume food at home. 1! ! Life at Work 5! • 13.3 Million US Hispanics are members of the working force (accounts for 68% of the Hispanic population and 13.6% of the total US).! • 13% of the professional workforce! • 19.4% of the agricultural workforce! • 25.1% of the construction workforce! • 25.1% of the hospitality workforce! • Nearly 88% of the male population is a member of the working force.5! • 37% of US job growth consists of Hispanic applicants, and Hispanic employment is growing at a steady rate of 16%, versus the national average of 2%.5 !
13.3M in the workforce!
1 Mintel! 4 2010 5 Pew
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Report!
Census Hispanic Studies!
$50K+ annual HHI!
Frequency of Visits to Convenience Stores! 30!
How Theyʼre Consuming Media!
OOH! • Hispanics frequent convenience stores to make snack purchases, particularly within the male demographic. ! • Hispanic males aged 35-49 visit bodegas in the evening and are more likely than older generations to purchase from these bodegas.! • A majority of Hispanics (42%) make their bodega purchases at 7-11ʼs. 1! • South and Southwest Hispanics are typically commuters, with nearly 67% owning a family vehicle. 6!
25! 20! 15! 10!
Hispanic! Not Hispanic!
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Television! • The average Hispanic male is 14% more likely to watch TV heavily, and older demographics are 15% more likely to watch TV during primetime hours.6! • Hispanics are drawn primarily to sport, cooking, and special interest television genres. 6! • Hispanic male soccer viewership indexes at 145 for males 35-49, and 377 for age 50+.! ! Print! • Magazine readership among Hispanic males varies significantly with their acculturation and life-stage levels.! • Younger Hispanic males read publications discussing menʼs issues, health and technology, whereas older Hispanic males are far less likely to read print because of the culture and language barriers. 6!
So What?! • • • • •
!
The top four Hispanic markets in the United States show a huge propensity for identifying or affiliating with the “total market” and the bicultural mindset.! Nearly 2/3 of the US Hispanic population is of Mexican origin, with 70% (average) speaking Spanish predominantly at home.! 38% of Hispanic HHI is above $50K annually with 13.3M employed.! Media usage is heavily dominated by Television (Spanish news and sports amongst males).! A majority of Hispanics aged 35-49 make their purchases at bodega-style stores, 42% at 7-Elevenʼs.!
!
6 MRI!
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DEFINING OUR AUDIENCE The Established Majority | 50-64, Latino Market / 1st Generation!
Mando!
Age: 50! Ethnicity: Cuban & Puerto Rican! City: Bronxville, NY! Occupation: Contract Manager!
Carlos!
Age: 57! Ethnicity: Mexican & Guatemalan! City: Houston, TX! Occupation: Carpenter!
Juan!
Age: 63! Ethnicity: Mexican ! City: Riverside (Los Angeles), CA! Occupation: Business Owner!
So What?!
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Nearly 66% of Hispanics are of Mexican origin and 70% are Spanish primary speakers. These consumers are established in their ways, but they始re heavy snackers and heavy impulse buyers. These men are in search of an easy, healthy go-to snack, but they still want their product to level with them on their terms and connect to their culturally rich lives.!
The New Influencers | 35-49, Total Market / 2nd Generation!
Luis!
Age: 41! Ethnicity: Puerto Rican! City: New York City, NY! Occupation: Investment Banker!
Arturo!
Age: 37! Ethnicity: Columbian! City: Houston, TX! Occupation: Contract Manager!
Michael!
Age: 47! Ethnicity: Mexican ! City: Winnetka (Los Angeles), CA! Occupation: Landscape Architect!
So What?! A growing number of Hispanic males, as well as a growing majority of the general Hispanic population, are becoming more acculturated with American values, but also carry rich, multi-national Hispanic backgrounds. Hard-working professionals who are still in touch with their heritage, these consumers are looking for products that are able to connect with their cultural backgrounds but hold on to their very much American values. ! 15
MEDIA VISION Hereʼs What We Think! !
Plantersʼ new “Simply Remarkable” campaign and the re-introduction of Mr. Peanut echo the shifting ways in which American male consumers view and consume snack products, as well as a cultural shift in the demographic buying power of the typical household. This transition presents Planters with the opportunity to establish a foundation in the Hispanic consumer market by reaching them in culturally relevant ways. ! ! Media efforts will focus on creating meaningful conversations based on the huge upcoming 2012 sports year. The upcoming Olympic games and 2012 Mexican League Soccer schedule will work to build consumer awareness and convert Hispanic consumer snacking behavior. Finally, heavy-up holiday messaging efforts will speak to this American bicultural consumer target and establish a foundation for Plantersʼ future efforts in the Hispanic male market. !
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MEDIA PLAN OVERVIEW January! !
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Looking Ahead! The 2012 national media campaign will work both to gain proliferation and awareness in the Hispanic male market, as well as follow through with these efforts to establish the Planters brand as the go-to snack for our target. ! ! Television ads, paired with in-store promotions, out-of-home billboards and a promotional sweepstakes will work to gain initial awareness and drive purchases by bridging Planters with the targetsʼ cultural passion for Chivas – the largest Mexican league soccer team, as well as the global sports captivation during the 2012 Olympic season. Returning in time for the holiday season, radio spots and in-store placements will heavy up on general market promotions to affirm a strong consumer base to develop future efforts. ! 17
PLAN SPECIFICATIONS Television | Chivas v. Club America !
So What! • The match is a valuable opportunity for Planters to lay a meaningful foundation among U.S Hispanic males age 39-54. ! • By exposing Planters and the new Mr. Peanut to the Hispanic market during this match, Planters will be able to have meaningful exposure to these men when national pride is at its peak. ! • By pairing the two together, Planters will lay the foundation for making Planterʼs Peanuts the go-to salty snack among Hispanic males in our target.! 18
Plantersʼ national television push will hinge on the highly anticipated Chivas vs. Club America annual soccer match. The match is an annual friendly between the Mexican and Central American soccer teams. By having a dominating presence in this match, Planters will position itself alongside a moment of great national pride for Hispanic Americans across the U.S.! • The 2011 match, which aired on April 10th, was seen by 4.1 million total viewers, making it the highest rated soccer match of the year with an 8.5 Hispanic rating. 10 ! • The game has been described as the Super Bowl of Central American soccer matches, an even higher rated soccer game than the leagueʼs final match. ! • The match garnered huge audience shares for Telemundo in key markets including 74% among adult men in Los Angeles, 78% in Dallas, and 53% in San Francisco. ! • The match was the second highest rated sporting event of the weekend behind the broadcast of the Masters.7!
V.! 7 Telemundo! 10 Hispanic
Fact Pack!
Fútbol Liga Mexicana (January 9-May 21)! Two-thirds of the U.S. Hispanic population is of Mexican descent. Focusing a large portion of media buys on television spots during top rated Mexican League Soccer games will further develop the connection between Planters and our targetsʼ passion for soccer as an expression of both national and cultural pride. The top Mexican League teams are broadcast exclusively on Univision. 8 By purchasing three spots in each of the top 15 Mexican League matches, Planters will get high exposure to the 2 million average audience of Mexican Americans. 8! !
Plantersʼ early buzz generating efforts will help establish Planters as the go to snack for Hispanic fans. The adsʼ sports theme will piggyback on the upcoming London Olympic soccer games to be held July 25-August 11.! 8 Univision!
$12,296.40!
TV Budget!
$12,500.00!
TV! $703,185.00!
$884,088.40!
Out of Home! Point of Purchase! Radio!
$882,000.00!
$505,930.20!
Promotion! Contingency!
2 MILLION AVERAGE VIEWERS So What! • By focusing on the largest subgroup of Hispanic Americans through the Mexican Soccer League broadcasts, Planters has the opportunity to be the top of mind snack brand in this market. ! • Planters will have an invaluable connection with Mexican Soccer Clubs and benefit from the strong cultural pride that drives these menʼs passions for their favorite club teams.! 19
Sweepstakes Promotion! Planters始 Chivas game sweepstakes will start in convenience stores and bodegas April 15, 2012 and run through June. Planters will host a lotterystyle, scratch off sweepstakes where each bag of planters peanuts will have a scratch off lottery ticket. The prizes will range from Planters始 logoed soccer balls and jerseys, free bags of products and the grand prize: a five ticket package to the Chivas v. Club America match in 2013.! ! The Chivas game has a Hispanic rating of 8.5 and is the top rated sports game on Telemundo. 10 Planters has purchased 10 spots for the match and should focus their communication efforts to introduce and promote the sweepstakes. !
Index of Hispanic Lottery Affinity! 300! 250! 200! Lottery Ticket Purchased in last 12 months!
150! 100! 50! 0! 35-49!
&!
50+!
Loter铆a and the lotto are popular games among Hispanics. This consumer demographic is 2.6x more likely to play an instant lotto than an average consumer. 6 ! ! Because our male audience is not a heavy internet user, these scratch offs will focus on instant win prizes, such as free bags of Planter始s peanuts and mail-in prizes in order to maintain audience engagement and drive repeat purchases.! 6 MRI!
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10 Hispanic
Fact Pack!
The Fine Print! • Sweepstakes with be promoted April and May on our television soccer spots, MayJune on billboards and in-store displays.! • Sweepstakes only open to US residents.! • Instant prizes can be redeemed at participating locations or by mailing in.! • Grand prizes and Planters soccer gear can be redeemed by mail/call-in verification.! • Total prize budgets of grand prize is valued at $12500.! • Additional budget of $7500 for Planters soccer balls, t-shirts and soccer jerseys. !
Promotion Budget! $12,500.00! $12,296.40! $703,185.00! TV! Out of Home! $884,088.40!
Point of Purchase! Radio!
$882,000.00!
Promotion! Contingency! $505,930.20!
So What?! • The promotion aims to drive point of purchase sales in convenience stores by enticing Hispanic males to purchase Planters peanuts for a lotto game piece.! • Hispanics are twice as likely to play lotto games than the average consumer. ! • The grand prize accommodates the average Hispanic family size.! • The sweepstakes pairing with the Chivas game attracted guarantees a captive audience of over 4.1M.! • Potential to monitor high success zip codes for future marketing efforts.! 23
In-Store Placements! Planters will place front of store displays in 15 of the top 20 Hispanic DMAʼs – nearly 58% of the Hispanic population. 10 Each of the DMAʼs will have 200 point-of-purchase displays. Television and OOH advertising will have a call to action to encourage the target audience to visit local bodegas where they will find Mr. Peanut front and center.! ! Point of purchase ads will be placed in 7-Elevens between May and June, and November and December. The summer displays will coordinate with TV spots, OOH, and the end of the Planters Chivas soccer sweepstakes. Winter displays will coordinate with radio ads to support Plantersʼ highest grossing sale season and heavy up on GM advertising during this time period. ! ! The in-store displays will help drive awareness and influence impulse decision purchases while linking Planters to these extremely popular snacking times of the year with minimal advertising cost. ! 10- Hispanic
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Fact Pack!
Map of 20 Hispanic In-Store DMAʼs!
These point of purchase displays will be placed at the front of 7-Elevens across 15 of the top 20 Hispanic DMAʼs, including:! • Albuquerque! • Atlanta! • Dallas/Ft Worth! • El Paso! • Houston! • Los Angeles! • McAllen! • Phoenix! • San Antonio! • Sacramento! • San Diego ! • San Francisco! • New York! • Miami ! • Chicago!
So What! • 42% percent of Hispanics make their bodega purchases at 7-Eleven.! • 31% of Hispanics shop at 7-eleven most often compared to other convenience stores/bodegas.! • 48% of Hispanics shop at convenience stores once per week or more than once per week.! • Salty snacks tend to be impulse buys! • Convenience store purchases are higher in the Summer. ! • There are more 7-eleven stores in Hispanic communities compared to other convenience stores.!
• •
•
•
We focused on 15 of the top 20 Hispanic DMAʼs to create impressions at the point of purchase for the target audiences. ! 12 of the 15 DMAʼs are in the southwest region because of the high concentration of Hispanics in these areas. The other 3 DMAʼs that will have point of purchase are New York, Chicago, and Miami.! Hispanics are more likely to shop at bodega stores, with 7-Eleven being the most popular among the target audiences. 42% of Hispanics shop most often at 7-Eleven compared to other convenience stores, and 94% of Hispanics have shopped at 7-Eleven. 1! Bodegas have an average of 3,230 transactions per week. 11! 1- Mintel! ! 11 Convenience
Store News!
Point of Purchase Budget!
TV!
$505,930.20!
$882,000.00!
Out of Home! Point of Purchase! Radio!
$884,088.40! $703,185.00!
Promotion! Contingency!
$12,296.40! In-store display mockups!
$12,500.00!
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Out-of-Home Advertisements! Out of Home (OOH) billboards will be used for vertical support of Planters始 Chivas sweepstakes and create brand awareness in key markets. OOH will be placed in the top twelve southwest Hispanic markets. The southwest region is a more cost effective market for our desired targets and has a guaranteed audience.! ! Over 88% of Hispanic men are in the workforce, and 67% own a family vehicle. The majority of this audience is mobile and commuting to work. OOH will be an effective medium to create awareness and support of the sweepstakes! ! By using Clear Channel始s billboard posters sized 14始x22始, we are able to target the Hispanic market in each of our chosen cities, with 358,971,200 gross Hispanic adult impression. These 12 Hispanic cities account for 40% of the Hispanic market. 10!
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10- Hispanic
Fact Pack!
Mock Billboard 1!
Billboard Impression Conversion Chart !
Criteria:! • The billboards will aim to create brand awareness within both Hispanic sub-targets.! • The adsʼ messaging will focus on communicating with these Hispanic males in colloquial terms and connecting with the elements of their culture during the sports season and beyond. !
Out of Home Budget! $505,930.20! TV! Out of Home! $884,088.40!
Point of Purchase! $882,000.00!
Radio! Promotion!
$12,296.40!
$703,185.00!
Contingency!
$12,500.00!
So What? ! • OOH billboards will be placed in Hispanic neighborhoods to hyper-target this commuter market.! • These ads will focus on the top twelve southwest markets – which translates to 40% of all Hispanic Americans. ! • Total GIʼs would potentially reach 358,971,200. 10! ! Mock Billboard 2!
10- Hispanic
Fact Pack!
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Formatted Radio! Mexican Regional formatted stations are America始s most popular Spanish-language programs, reaching approximately 8.6 Million Hispanic listeners weekly. 9 Planters will buy 30 points per week in this format and will pulse radio spots from November through December during the AM and PM drives.! ! The spots will coordinate with a second, holiday themed in-store promotion. These efforts will coordinate and support Planters GM holiday communication efforts.!
How It Will Work:! The Planters holiday radio spots will be played in the top 20 Hispanic DMA始s, which account for 66% of the Hispanic market. 10 These ads will specifically reach the Hispanic target and keep Planters top of mind during the upcoming holiday season and heavy up on the GM promotional efforts. !
9 Arbitron! 10 Hispanic
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Fact Pack!
Hispanic Radio Impressions by DMA!
Radio Budget!
TV! $703,185.00! $882,000.00!
$505,930.20!
Out of Home! Point of Purchase!
$884,088.40!
Radio! Promotion! Contingency! $12,500.00! $12,296.40!
Nearly 58% of Mexican Regional listeners are men, who are primarily listening during their AM and PM commutes. In addition, 35-64 year-olds listen to Mexican Regional formatted radio 14.5 hours per week. 9 ! ! With such a large and loyal audience, advertising on Mexican Regional formatted radio stations gives Planters a broad reach and opportunity for multiple impressions. ! 9 Arbitron!
So What?! • The popularity of Mexican Regional formatted radio allows Planters to connect with the target by pairing the brand with music they enjoy during their PM drive home.! • Planters holiday radio spots will coincide with instore placements to drive traffic for bodegas for a salty peanut snack during the holiday shopping and entertaining season.! • These holiday ads will heavy up with Plantersʼ GM holiday advertisements while curtailing the holiday message to these Hispanic males.!
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MEDIA TIMELINE Flowchart | January-June! ! OOH! ! Billboards! ! ! Bodegas! ! ! Alternative! ! Sweepstakes! ! ! Television! ! Mexican National League! ! ! Radio! ! Mexican Regional! !
January! February! March! April! May! June! 1! 8! 15! 22! 29! 5! 12! 19! 26! 4! 11! 18! 25! 1! 8! 15! 22! 29! 6! 13! 20! 27! 3! 10! 17! 24! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! 6-May!
30-Jun!
15-Apr!
9-Jan!
16-Jun!
21-May!
TV: January 9 - May 21! Sweepstakes: April 15 – June 16! Bodega: May 6 - June 30! OOH: May 6 – June 30! 28
Flowchart | July - December!
! ! ! ! ! ! ! ! ! ! ! ! ! !
1! ! ! ! ! ! ! ! ! ! ! ! ! ! !
July! August! September! October! November! December! 8! 15! 22! 29! 5! 12! 19! 26! 2! 9! 16! 23! 30! 7! 14! 21! 28! 4! 11! 18! 25! 2! 9! 16! 23! 30! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Bodega: November 18 – December 15! Radio: November 4 – December 31 (pulsed)!
!
18-Nov!
4-Nov!
!
15-Dec!
!
31-Dec!
So What?! • Concerted & spaced media efforts work to create a consistent year-long voice for the Planters brand. Capitalizing on Mexican regional soccer, the upcoming 2012 Olympics, and the holiday season, Planters can lay a foundation to target the Hispanic market for future efforts.! 29
Budget
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So What! • The largest allocation of the budget is devoted to TV advertising during key points in Mexican Soccer. ! • 29% is designated for point of purchase displays because the majority of the target purchases their salty snacks at a bodega type convenience store for immediate consumption. ! • 24% and 17% of the budget is spent on Radio and Out of Home, respectively. These purchases support their coinciding promotions.! • $12,500 is allotted for costs associated with prizes for the Soccer promotion.! • $12,296.40 remains as a contingency to cover unexpected costs associated with the media purchases.!
Measuring success Learning Question!
Metrics!
Source!
Incremental Spend!
Planters!
Impressions!
Opinion Lab!
Impressions!
Opinion Lab!
Incremental Spend!
Planters!
Incremental Spend!
7-Eleven/ Planters!
Incremental Spend!
Planters!
Is this effective in creating a database for future efforts?!
Loyalty Efforts!
Omniture!
Does point of purchase advertising drive Hispanic sales?!
Incremental Spend!
Planters!
Impression Rates!
Opinion Lab!
Was there an increase in Planters sales during these ad runs? !
Television! Was there an increase in awareness amongst the targeted Hispanic consumer?!
Was there an increase in awareness among targeted Hispanic commuter DMAʼs?!
OOH!
Did consumers find ads engaging and relevant to the cross promotions?! Was there an increase in Planters purchases during these key impression times?! Does the OOH investment increase spending in the nuts category? !
Do radio ads drive sales during PM drive times?!
Radio! Are radio ads effective in linking Hispanic promotions to GM efforts?!
Is this promotional effort effective in driving sales?! Sweepstakes!
In-Store! Placement!
Are placements effective in linking with sweepstakes efforts?!
So What! • Given the allotted $3M media budget, all media efforts must be highly concerted and measureable. With avenues in places to measure the success of the 2012 campaign, Plantersʼ can gauge the effectiveness of these efforts in order to better approach future media efforts for the Hispanic market. !
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Conclusion Hereʼs Planters! For the 2012 media year, Planters is in search of a media plan to cast them into the older Hispanic male consumer market in order to establish a base in this emerging demographic and create more concerted future total market efforts. Planters can do this through the outlined media plan that aims to drive consumers up the engagement ladder - from initial awareness of the product by bridging the Planters brand with cultural phenomena all the way to converting these consumersʼ snack choices.! !
Hereʼs LoudCloud! We at LoudCloud looked at Plantersʼ situation, goals, media budget, and worked to develop significant research-pointed media efforts while setting in place pillars to evaluate the effectiveness of these efforts. We want to work with your company to make this relationship positive and rewarding by establishing a strong base in this new Hispanic market and create ways to work towards future total market efforts.! !
Hereʼs Why Weʼll Work Great Together! By linking Planters to huge elements of Hispanic culture, including the Chivas v. Club America match and MLS matches, as well as the 2012 Olympics that are inherent times of heavy snacking for our target audience, weʼll be able to create meaningful conversations during these influential periods. By increasing awareness while simultaneously pairing consumer incentives, weʼll be able to convert consumer snacking behavior. Following up on the hyper-focused efforts, end-of-year media buys will help to reinforce these consumer behaviors during this extremely viable market period for Planters. Ultimately, by linking Planters with these key elements of our targetsʼ lives, weʼll be able to change that potato chip bag to a tin of Planters and pave avenues for future Hispanic communication efforts.!
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FOR FURTHER CONVERSATION 1.
Mintel! • • •
www.mintel.net! http://academic.mintel.com/sinatra/oxygen_academic//display/&id=295909! http://academic.mintel.com/sinatra/oxygen_academic//display/&id=543039!
2.
Wonderful Pistachios!
3.
Frito Lay, Inc. !
•
4.
•
9.
http://pewhispanic.org/factsheets/factsheet.php?FactsheetID=70!
MRI! Telemundo! •
8.
Htttp://pewhispanic.org! www.census.gov!
Pew Hispanic Center! •
6. 7.
www.fritolay.com!
2010 Census Report! • •
5.
www.wonderfulpistachios.com!
www.telemundo.com!
Univision! •
www.univision.com!
Arbitron! •
Hispanics & Radio: www.census.gov%2Fcompendia%2Fstatab%2F2011%2Ftables %2F11s0694.pdf&sa=D&sntz=1&usg=AFQjCNHkcW2RG4etgKgV7X20vAx3SksNLg!
10. 2010 Hispanic Fact Pack ! 11. Convenience Store News! •
http://www.csnews.com/article-increased_fuel_trips_don_t__translate_into_more_in_store_visits-212.html!
Please feel free utilize these resources to develop any further insights you wish to pursue or research more regarding aspects of this plan.!
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LOUDCLOUD MEDIA
Take a Peek Inside Our Agency! !
You might call us dreamers, movers, shakers, you might even say that our heads are in the clouds – and youʼd be right. We at LoudCloud Media, LLP dare to think big and be bold and precise when it comes to our strategic insights and media recommendations. All our endeavors aim to give our brands a strong and powerful voice that can speak to the masses and create meaningful moments of conversations for their target consumers. ! ! So please, put your head in the clouds. Weʼd love the chance to work with you and accomplish amazing things. !
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LoudCloud Media
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