INDUSTRY AND MARKET EXPERTISE

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Mobile Shopping Trends Posted by on Dec 2, 2014

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A Shift to Mobile Marketing Posted by on Mar 24, 2015

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The Hot Topic in Health: Preventative Healthcare Posted by on Mar 9, 2015

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Millennial Homeownership and Renter’s Insurance Posted by on Jul 14, 2014

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Latin America: The China of 2020 and the Next Destination for International Retailers Posted by on Jul 29, 2014

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Olympic Sized Branding Opportunity Posted by on May 15, 2015

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Involving Millennials in Nonprofit Organizations Posted by on Sep 5, 2014

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Exposing the Millennial Myth – What’s the real deal? Posted by on Jun 13, 2014

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Chicago and Mexico City: How Sister Cities Boost Tourism and the Economy Posted by on Dec 16, 2014
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Recent Posts

Olympic Sized Branding Opportunity

May 15, 15 Olympic Sized Branding Opportunity

Posted by in Multicultural Marketing

By Jestelle Irizarry The countdown to the 2016 Olympic Games is on, and Rio de Janeiro is preparing to welcome millions of people from around the world. The Olympics are a global property, reaching over 180 markets through TV and digital broadcasts, making the games not only the ultimate competition for athletes but for brands, too. Given the obstacles to overcome, getting in front of consumers can be as tough as walking away from the Games with a medal. Although no advertisements are allowed in the stadium, nor may any logos be embellished on the athletes’ clothing, the Olympics are a huge branding opportunity. While the Olympic Partner Programme represents globally recognized brands, TOPs are not the only brands that have the chance to receive attention during the games. With the right creative strategy, any brand can take advantage of the opportunity the Olympics provides. Bulova reached out to the San Jose Network (SJN), the largest independent network serving Latin America, for such a strategy. FIFA, like the IOC, has strict regulations while broadcasting the World Cup. SJN developed an advertising program that purposely omitted media placement at the stadiums (as they were not official sponsors), but rather leveraged high event attendee traffic flows at locations such as international airport terminals and airport access roads during the duration of games. Bulova was therefore able effectively target affluent men and women traveling to Brazil for the event. As the official timekeepers of the British Premier League’s Manchester United, Bulova—with the help of SJN—was also able to leverage its sponsorship in strategically placed advertisements so World Cup supporters would associate the watch company with the game of soccer and the event. Fourteen Manchester United players from eight different countries took the pitch in the 2014 FIFA World Cup, including England’s Wayne Rooney. Not only did the advertisements add tremendous value to the brand, the brand strengthened its relationship with Latin America. The same opportunities are available to brands that act early for the 2016 Olympic Games....

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A Shift to Mobile Marketing

Mar 24, 15 A Shift to Mobile Marketing

Posted by in Digital Consumer Lifestyle

By Jestelle Irizarry, junior executive at The San Jose Group At the hands of every mobile device, lies a possibly untapped consumer. While social media has dominated most mobile advertising efforts thus far, social media isn’t always the right fit for every brand or company. In a constantly evolving digital consumer landscape, brands are shifting their focus from social media and are concentrating their efforts on mobile marketing. As it sounds, Mobile Marketing is marketing on a mobile device that provides personalized information to promote goods, services, and ideas. Mobile apps offer engaging interactions with targeted consumers, while also offering superior user experience. The 2015 State of Marketing reported that 68 percent of brands have integrated mobile into their larger marketing strategy, and 58 percent even have a dedicated mobile team. Brands doing mobile in house, or even those who are looking to begin implementing, should consider using agencies whose integration expertise would be able to align all media and advertising materials. A recent study found that the average person spends 90 minutes per day on their phone, making understanding how and where users are consuming messages one of the greatest assets mobile marketing offers. Ironically, the problem has never been collecting mobile data, but figuring out how to monetize it. Analytics could help brands understand how their target market is using mobile devices if brands could define what type of data they would like to collect and what types of insights they are seeking from that data. For instance, they could seek the number of impressions of a particular advertisement or the demographics of the users engaging with an advertisement. Relying on a strong web presence but ignoring mobile is almost worse than having no web presence at all these days because you risk frustrating or even turning off your consumers. Brands should work to optimize their websites for mobile use instead of hurrying to create an app because when done correctly, an app can not only engage users but also create a lasting mobile...

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The Hot Topic in Health: Preventative Healthcare

Mar 09, 15 The Hot Topic in Health: Preventative Healthcare

Posted by in Healthcare

By Jestelle Irizarry Disneyland, or more recently known as “measles kingdom,” is bringing light to an important consumer healthcare topic: parents’ decisions whether to take advantage of preventive care or not. Chronic diseases—like heart disease, cancer, and diabetes—are responsible for seven of every ten deaths in the United States each year and account for 75 percent of the nation’s health spending, but Americans are only using preventive care about half of the recommended rate. Even parents with insurance are not getting the proper immunizations for their children and themselves or the check-ups necessary to keep their families healthy. Thousands of people were exposed to the measles recently, a vaccine preventable virus the U.S. declared eliminated over a decade and a half ago. The current outbreak of the measles, an extremely contagious respiratory disease, proves that vaccines can only protect people if the masses take advantage of them. In the 1960s, healthcare providers led a widely successful national campaign to educate consumers and encourage them to take advantage of vaccinations, including the measles. Now Americans don’t spend time worrying about the measles because in the 21st century, the virus has not been an issue. When the measles were supposedly “eliminated” in the U.S. in 2000, they didn’t suddenly stop existing, but rather the virus no longer had a constant presence. Since, many parents have disregarded recommendations to vaccinate their children and have exercised their right to not do so. As of February 6, 17 states have reported a total of 121 cases of measles, one third related to the outbreak at Disneyland in California. In 2014, the CDC reported a total of 644 cases of measles in the U.S., 383 of those occurring among an unvaccinated Amish community in Ohio that drew national attention. To compare, between 2001 and 2011, the average number of measles cases reported per year was merely 62. Clearly the measles is once again a virus that concerns the general public. Besides the measles, the whooping cough virus, another vaccine preventable illness,...

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Cyber Liability Insurance

Jan 23, 15 Cyber Liability Insurance

Posted by in Digital Consumer Lifestyle

2013 Black Friday shoppers got a nasty shock when their Target purchases spoiled their holiday spirit via a massive data breach. However, the December 2013 data breach didn’t just squander the holiday spirit; it cost Target shareholders $148 million, a CEO and a large amount of consumer trust. Although Target’s earnings have dropped since then, the superstore will receive $38 million of insurance payout on the data breach from their cyber insurance policy, a kind of specialty insurance surging in the marketplace today. While the policy will aid in the financial loss, the retailer also has to worry about its reputation with consumers, as the breach comprised the personal information and credit and debit card accounts of as many as 110 million customers. A year later and Target now stands among a handful of brands that have fallen to the PR and financial crisis that is a massive data breach. According to a report by the Ponemon Institute, an independent research firm for privacy, data protection and information security issues, 43% of companies experienced a data breach in the past year, which is up 10% from year before. Specialty insurance covers items or situations that are special or unique. In 2013, the total global losses due to cybercrime amounted to $445 billion, and the increasing rates of cybercrime have pushed the market for cyber liability insurance to grow rapidly. In the U.S., the market capacity for cyber liability insurance could reach up to $2 billion by the end of 2014, as companies try to protect themselves from the financial and reputational damages data breaches can have. While cyber liability insurance stands as an obvious choice for large corporations, small businesses also benefit from this investment, since any company that has a website, uses social media or digitally stores customers’ personal records is at risk for a data breach. And while Target’s reputation suffered in the public eye, imagine if specialty insurance had not been in place. Even if a company chooses not to host data...

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