NASCAR FUEL FOR BUSINESS

Breakout Session 2: How to Localize your Existing Marketing Plan to Better Engage with the Hispanic Consumer

Fastest Growing Hispanic DMAs% Growth from 2000-2014

1. Charlotte - 168% 2. Raleigh - 139% 3. Atlanta - 127% 4. Orlando - 125% 5. Ft. Meyers - 123% 6. Oklahoma City - 119% 7. Tampa - 112% 8. W. Palm Beach - 111% 9. Seattle - 108%10. Washington D.C. - 108%11. Las Vegas – 103%12. Minneapolis – 98%13. Kansas City, MO – 97%14. Salt Lake City – 97%15. Austin – 85%

NASCAR Race Market

IMPORTANCE OF HISPANIC CONSUMER

WHAT YOU PROBABLY KNOW WHAT YOU MIGHT NOT KNOW WHAT YOU HEARD FROM NASCAR TODAY

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TOP HISPANIC MARKETS

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

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Los Angeles Market Ethnicity Breakdown

Hispanic Black Non-Hispanic

White Non-Hispanic Asian Non-Hispanic

Source: Geoscape

49%29%

10%

12%

Los Angeles Hispanic Market Breakdown

Mexican Central American South American

Caribbean Other Hispanic

81%

13%

2%3% 1%

Miami Market Ethnicity Breakdown

Hispanic Black Non-Hispanic

White Non-Hispanic Asian Non-Hispanic

51%

21%

26%

2%

Miami Hispanic Market Breakdown

Mexican Puerto Rican Cuban

Dominican Central American South American

Other Hispanic

21%

17%37%

10%

7%

7%

1%

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EACH OF THESE MARKETS IS UNIQUE IN ETHNIC COMPOSITION

Chicago Market Ethnicity Breakdown

Hispanic Black Non-Hispanic

White Non-Hispanic Asian Non-Hispanic

Source: Geoscape

22%

55%

6%

17%

Chicago Hispanic Market Breakdown

Mexican Puerto RicanOther Carribean Hispanic Central AmericanSouth American Other Hispanic

Dallas Market Ethnicity Breakdown

Hispanic Black Non-Hispanic

White Non-Hispanic Asian Non-Hispanic

29%

51%

15%

5%

Dallas Hispanic Market Breakdown

Mexican Puerto RicanOther Caribbean Hispanic Central AmericanSouth American Other Hispanic

9%

84%

2%

1%

1%

80%

9%

1%

5% 4%1%2%

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EACH OF THESE MARKETS IS UNIQUE IN ETHNIC COMPOSITION

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Miami Market Acculturation

7%

23%

23%18%

Acculturated English dominant (Nearly no Spanish)Born in US; 3rd+ generationFew Hispanic cultural practices

Retro-AcculturatedEnglish preferred (Some Spanish)Born in US; 2nd generationSome Hispanic cultural practices

Bi-culturalBi-lingual (Equal or Nearly)Immigrant as child or young adultMany Hispanic cultural practices

Less AcculturatedSpanish preferred (Some English)Immigrant as an adult, in US 10+ yearsPre-dominant Hispanic cultural practices

UnacculturatedSpanish dominant (Nearly no English)Recent immigrant as adult (less than 10 years ago)Primarily Hispanic cultural practicesIdentify with home country more so than US

29%

Miami is the most diverse Hispanic market out of markets selected. It is also the least acculturated with 47% of Hispanics preferring Spanish over English.

Los Angeles Market Acculturation

18%25%

32%

2%

23%

Contrary to popular belief, Los Angeles has a significant number of Spanish dominant Hispanics at 41%.

…AND IN ACCULTURATION LEVELS

Source: Geoscape

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Dallas Market Acculturation

17%

29%

24%

15%

Acculturated English dominant (Nearly no Spanish)Born in US; 3rd+ generationFew Hispanic cultural practices

Retro-AcculturatedEnglish preferred (Some Spanish)Born in US; 2nd generationSome Hispanic cultural practices

Bi-culturalBi-lingual (Equal or Nearly)Immigrant as child or young adultMany Hispanic cultural practices

Less AcculturatedSpanish preferred (Some English)Immigrant as an adult, in US 10+ yearsPre-dominant Hispanic cultural practices

UnacculturatedSpanish dominant (Nearly no English)Recent immigrant as adult (less than 10 years ago)Primarily Hispanic cultural practicesIdentify with home country more so than US

15%

Chicago and Dallas are very similar from an acculturation perspective. They are the most acculturated markets with only 30% of Hispanics being Spanish dominant.

Chicago Market Acculturation

16%

28%

15%

25%

16%

…AND IN ACCULTURATION LEVELS

Source: Geoscape

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total USA Los Angeles Miami Chicago Dallas/Ft. Worth

Age Groups: Hispanics

18-24 25-34 35-49 50+

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26%

30%

25%

19%

25%

31%

24%

20%

40%

28%

19%

13%

24%

32%

26%

18%

19%

37%

26%

18%

…AND IN AGE BREAKDOWN

RADIO

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CONSUMPTION BEHAVIORS

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Radio remotes bring value to your

audience

Be credible

Stick to prime times(AM and PM rush hours)

Use on-air talent as local celebrities

Build relationships to establish more

powerful campaigns

Treat online streaming as a bonus

MESSAGING LOCALIZATION ASSETS

RADIO PROMOTION BEST PRACTICES

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Alma DDB was the only US Hispanic agency to be awarded, taking home the title for Spanish Language campaign for their Liquid Plumr “Hola” work. The ad highlighted pipes so clear you can connect with the other side of the world, as a disembodied voice coming from Japan makes clear.

“This award show reminds us that radio is still a cornerstone of what we do, and there is always room for innovation and creativity across all media,” said Alvar Sunol, SVP Executive Creative Director at Alma.

The ad aired in both Spanish and English versions targeting younger Hispanic households.

WHO IS DOING IT WELL

#1 #2 #3

USAGE AMONG HISPANICS

HISPANICS ARE

27% MORE LIKELY TO

SHARE CONTENT VS.

17% NON-HISPANICS

HISPANICS ARE

53% MORE LIKELY TO

USE SMARTPHONES TO

FOLLOW SPORTS VS. 43%

NON-HISPANICS

HISPANICS ARE

28% MORE LIKELY TO

USE SMART TVs TO

FOLLOW SPORTS VS. 19%

NON-HISPANICS

HISPANICS ALSO OVER INDEX IN SOCIAL/DIGITAL

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YOU MUST BE CREATIVE AND AUTHENTIC IN CONTEXT

In order to ensure your content resonates across practical, inspirational and aspirational audiences, everything you create must have four things:

Context A user should never

have to ask why they are seeing

something

AuthenticityTo the user, platform

and brand. Your content should feel like what

users post to the newsfeed, but more

premium

Story Your content

should tell a story with a beginning, middle and end

CreativityConcepts have to be exciting, imaginative

and emotive

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UCLA 2015 DIGITAL WORKSHOP

SELECT THE RIGHT MESSAGE FOR THE RIGHT PLATFORM

Check out my .gif and meme reactions from the Daytona 500.

Watch my live stream view of Joey Logano winning the Daytona 500.

I am a Google employee who likes NASCAR.

I Like NASCAR.

Did you see that crash at the @daytona500? #NASCAR

Here’s a vintage-filtered #selfie at the @daytona500.

I’m watching highlights from the Daytona 500.

Here’s a collection of NASCAR-themed wedding decorations.

Here are disappearing photos and videos of me streaking at the Daytona 500.

My skills include being a professional and avid NASCAR fan.

Watch a 6-second looping video of this amazing move at the Daytona 500.

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UCLA 2015 DIGITAL WORKSHOP

TIMING IS ALSO IMPORTANT

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WHO IS DOING IT WELL

Coca-Cola created this touching interactive film aimed at the Hispanic-American community for Mother's Day. Created in both, Spanish and English, it explores the bond between mother and child taking us from a mother cradling her baby girl, through her daughter's tumultuous teenage years and onto the birth and boyhood of her grandson. But what makes it extra special is viewers can toggle between the perspectives of mother, daughter and grandson, allowing them to see through the eyes of each character (with bottles of Coke liberally inserted into the storyline).The film was distributed across the social web, with a tailored distribution strategy designed to target Hispanic audiences living in the U.S. Once they've watched the video, viewers in the U.S. and Puerto Rico were invited to place a free three-minute call to their mom anywhere in the world, compliments of Coke.

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As of June 2014, Dunkin’ Donuts launched itsLatino Twitter page, looking to cater to the company’s Spanish speakers. In 2013, Dunkin’ Donuts also claimed to be the first national coffee retailer to make its website mobile, and Facebook platforms available in Spanish and English.With the social media campaign launch, there was a brief sweepstakes. Fans could follow @DunkinLatino and use the hashtag #MiDunkinEsTuDunkin to enter a chance to win a $100 Dunkin’ Donuts gift card for themselves and a friend. The brand is now supporting their digital Hispanic movement with hashtags such as #MiDunkin and #DunkinLatino.

WHO IS DOING IT WELL

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Family, the Hispanic Cornerstone

Hispanics in general have a deep identification and attachment to their family, which is defined beyond the traditional American nuclear family of parents and children.

Food - Hispanics Showcase Their Identity

For Hispanics, meals are a way to keep a vital part of their heritage and culture alive and enjoy time spent with family and friends. Mealtime is also a way to pass on culture and tradition to the next generation.

Music – Reconnects to Heritage

Listening to music from their countries of origin is very nostalgic and part of family life, a quick and easy way to remain connected to their heritage.

To reach Hispanics, the right language is essential!

Immigrant Hispanics are most likely to be proficient in Spanish, but least likely to be proficient in English. In the second generation, use of Spanish falls as use of English rises. By the third generation, English use is dominant.

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MARKETING THROUGH CULTURE

1. Educate before selling: Ensure that your frontline team is able to have conversations with your target

consumer and engage them one-on-one. For a large portion of this segment, there is still a major information gap in matters such as health insurance, car insurance, and financial services. Make sure you have the staff and materials that can help bridge that gap.

2. Build a relationship: The ability to have one-on-one interactions is even more important for Hispanic

consumers. Hispanics rely heavily on referrals from family and friends, those they trust, before making a purchase decision. One-on-one time allows the frontline of your company to begin building a with the consumer, breaking down the above mentioned information gap, and most importantly develop trust.

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3. Year-round exposure: Hispanics are consumers year round, not just during Hispanic Heritage Month or

Cinco de Mayo. In fact, these traditions are not even celebrated by all Hispanics. As previously discussed, much of the Hispanic segment is young meaning that many will be very active shoppers during Back to School, Halloween, and Christmas. Also, with the importance of family, Mother’s Day and Father’s Day will be exponentially more important than the anniversary of the Battle of Puebla (e.g., Cinco de Mayo).

WINNING WITH HISPANICS

Q&A