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Cárdenas Marketing Network

• A FULL-SERVICE HISPANIC MARKETING AGENCY

• FROM IDEATION & STRATEGY THROUGH EXECUTION &

REPORTING

• LEADER IN HISPANIC ENTERTAINMENT AND EVENT

MARKETING

• HONORED WITH 32 AWARDS AND RECOGNITIONS SINCE 2007

Cárdenas Marketing Network

OFFICES IN NEW YORK, MIAMI, CHICAGO, LA & TEXASMORE THAN 70 FULL-TIME MARKETING PROFESSIONALS

NATIONAL NETWORK OF OVER 400 BILINGUAL PROFESSIONALSMORE THAN 2,500 PROMOTIONS AND EVENTS EACH YEAR

our

why

our

core

•Experiential & Event Marketing

•Music and Live Entertainment Production

•Mobile Marketing Tours

•Sponsorship Activation

•Retail Activation & National Sampling

•Sports Marketing

•Integrated Digital Marketing Services

•Custom Creative Solutions

•Sponsorship Opportunities

extended

•CUSTOM VEHICLE FABRICATION

•BRAND STRATEGY AND POSITIONING

•PROFESSIONAL STAFFING

•GRASSROOTS MARKETING

•CELEBRITY TALENT BOOKING

•SIGNAGE, PRODUCTION & INSTALLATION

•WAREHOUSING & LOGISTICS

event marketing

•EXPERIENTIAL IDEATION

•PRODUCT SAMPLING

•CONCERTS AND FESTIVALS

•EVENT STAFFING

•FESTIVAL PARTICIPATION

•GRASSROOTS PROMOTIONS

•SPECIAL EVENTS

•PRODUCT LAUNCHES

•PRESS CONFERENCES

•RED CARPET EVENTS

•CAUSE MARKETING

•FOOTPRINT DESIGN

•TOUR LOGISTICS

•LEAD GENERATION

•STAFFING

•DIGITAL INTEGRATION

marketing

•VEHICLE DESIGN AND BUILD-OUT

•TOUR ROUTING

•LOGISTICS AND INSTALLATION

•TOUR MANAGEMENT AND STAFFING

•PROMOTIONS / SWEEPSTAKES

•STREET TEAMS

•LEAD GENERATION

retail

•CUSTOMIZED POS DESIGN AND FULFILLMENT

•MERCHANDISING AND DISPLAY

•SHOPPER INSIGHTS

•SITE SELECTION, STRATEGY AND MANAGEMENT

•IN-STORE SAMPLING

•CALL-TO-ACTION PROGRAMS

•OVER 400 BILINGUAL AMBASSADORS

launch

activations

ChallengeCapitalize on fútbol excitement generated by the FIFA World Cup to create buzz amongst soccer enthusiasts.

StrategyEngage consumers at retail accounts and high traffic locations to promote Budweiser as the official beer sponsor of the 2010 FIFA World Cup targeting the US Hispanic market.

Executional Elements•6 Freestyle Soccer Professionals•2 Brazilian Drummers and 1 Capoeira masters•Branded tour bus with •Unique premium giveaway •Program backed by POS, radio, mobile and PR

Results•11 markets •81 promotions in 31 days•72,900 consumers engaged•11 interviews (Press/TV) •3.5 million estimated impressions

music & live

•PRODUCTION

•VENUE PROCUREMENT

•LOGISTICS

•EVENT BUDGETING

•MUSIC SPONSORSHIP

•ACTIVATION

•TALENT

ENDORSEMENTS

•TALENT

APPEARANCES

•PRIVATE CONCERT

•TALENT BOOKING

CMN produces over 300 concert events per year throughout the U.S. and Latin America, ranging from theatres to stadiums. We can associate brands with high profile and relevant music properties as well as superstars that attract your target consumer. We create and activate custom sponsorship packages and promotional strategies that will help reach your marketing objectives before, during, and after the events

ARTISTS

MARC ANTHONYDON OMAR

CARLOS VIVESCHAYANNE

DADDY YANKEEALEJANDRO SANZ

GILBERTO SANTA ROSAOLGA TANON

ALEJANDRO FERNANDEZJOAN SEBASTIAN

MARCO ANTONIO SOLISENRIQUE IGLESIAS

PITBULL AVENTURA

CAMILAJUANESMANA

SHAKIRARICKY MARTIN

JUAN LUIS GUERRATITO EL BAMBINO

CELIA “THE MUSICAL”

CMN produced the first four years of the Festival Presidente de la Musica Latina in the Dominican Republic. In 1997,1998, 1999 & 2001 CMN delivered National and International artists for the three day festival and managed all aspects of the show including: Logistics, Transportation, Production, Hotel, Labor, as well as Staging and Lighting. Henry Cardenas and CMN also played a critical role in cutting the live telecast deal within the U.S. and Dominican Republic.

Past artists included:

opportunities

sports

•FAN DEVELOPMENT

•DIGITAL

•MERCHANDISE

•TICKET SALES

•RIGHTS TO RADIO/TV

•BROADCASTS WORLDWIDE

•FOUNDATION INVOLVEMENT

•SPONSORSHIP ACTIVATIONS

•INTERNATIONAL BUSINESS OPPORTUNITIES

VS

digital

social media

CMN and their partner company, Searchology, provide full digital services for experiential and direct marketing needs. We provide the ability to reach the right audience, at the right time, during their buying and searching cycles. Digital services can operate as independent marketing channels or be used in conjunction with experiential marketing efforts.

•DIGITAL MARKETING AND ADVERTISING

•PAY PER CLICK MANAGEMENT AND ADVERTISING

•DISPLAY ADVERTISING AND RE-TARGETING

•COMPETITIVE RESEARCH AND WEBSITE ANALYSIS

•SEARCH ENGINE OPTIMIZATION [ON AND OFF-PAGE]

•SOCIAL MEDIA MARKETING AND OPTIMIZATION

ChallengePosition Chevy as cool and hip with future drivers (13+) and their parents. Drive awareness of the new Chevrolet Cruze and Camaro. Generate leads to build awareness beyond the event.

StrategyAlign the brand with a hot network TV series, Glee whose audience was a perfect fit for reaching this segment.

Program Elements:•Indoor and outdoor footprints with vehicle displays•Custom program creative deliverables•Airbrush tattoo artists•EDC “Enter to Win” touchscreen engagement •Digital “Sing Along” interactive•Meet & Greet management •Printed Meet & Greet photos

Results:•10,887 direct consumer interactions •7,200 branded airbrush tattoos•130,000 on-site consumer impressions•Built a heavy database of consumers through EDC

ChallengeLaunch the product in the Hispanic market in a way that stands out for the competition and that truly resonates with the target consumer.

StrategyConnect with the consumer through one of their major passion points, soccer. CMN negotiated a sponsorship of the high-profile, Mexican National Soccer Team (MNT) making Wrigley’s Extra the official chewing gum of the MNT.

Executional Elements•Kick-off party in Los Angeles to introduce the Wrigley/MNT partnership•Media (national TV, radio, print, PR and OOH)•Branded signage at retail; Custom Shippers and counter displays•Collateral (flyers, posters and counter cards)•Branded signage at games; field boards, jumbo-tron, PA mentions•60 x 30 activation footprint set up outside of the stadiums for sampling•Online sweepstakes•Retail activation with MNT legend Jorge Campos•Player meet and greet after each game

Results•Sales increase from previous year and average of 27.3%•Online sweepstakes 92% prize redemption•Best in class execution at retail (Vons, Kroger and Jewel Osco)•Total sponsorship impressions 286MM (2010-2012)

InsightThe brand gained access to their target via one of the most successful sports brands in North America. This gave the brand credibility and demonstrated that they knew exactly how to connect with their consumer. This sponsorship was so successful that Wrigley acquired the official sponsorship of the CONCACAF Gold Cup.

ChallengeStrengthen the Neutrogena relationship with Walgreens

StrategyProduce event elements and route all activations to various destination points during the summer when the product would be used the most. Educate the consumer about skin health, provide them with a sample as well as with a coupon redeemable at their local Walgreens.

Executional Elements•Samples•Skin health brochures with Walgreens exclusive coupons•Stage announcements•Signage•Branded tents and brand ambassadors

Results•30 event activations in Chicago•600,000 media impressions•20% increase in product sales in surrounding Walgreens stores

InsightBy bringing the activations direct to the consumer they were able to use the product on-site. That summer Neutrogena was established as the #1 suncare brand at Walgreens.

Challenge:Engage culturally fused Hispanics to build loyalty and drive stimulation equity.

Strategy:Develop and produce the ultimate music battle in which undiscovered Latin Pop and Rock bands are launched to stardom. Five bands are chosen to compete at the grand finale followed by a performance by a top notch group.

Executional Elements•Fog screen•Oxygen tunnel•Oxygen bar•Gyro 360º•React-o-meter•Rain screen

Results•+200MM impressions•230 participating musicians/artists•Over 300,000 votes•Over 17MM digital page views

Insight:The brand created a unique proprietary activation in which the target consumer could feel pride/ownership which ultimately would create brand loyalty. The program ran for 3 years and won the Billboard Latin Music Conference Awards Best Tour Sponsorship Campaign 2011.

responsibility

•BENEFIT CONCERTS•CORPORATE CONTRIBUTIONS •VOLUNTEERING•FUNDRAISERS •PERSONAL DONATIONS

Together, Henry Cárdenas & Marc Anthony are leading the effort and developing new facilities for The Orfanato Niños de Cristo in La Romana , Dominican Republic.

This new, all boys orphanage is currently under construction and will soon house 100 children in a state-of-the-art 30,000 sq. ft. facility. This effort is made possible by:

real multicultural

Cárdenas Marketing Network