Jeron Smith

Juan Saldivar von Wuthenau has been a major protagonist in the U.S marketing and media space over the last 20 years. We recently asked him what he learned at this stint in Entravision and about our fascinating marketing space in general. Check it out in this Portada article. #HispanicAdvertising #DigitalMarketing #Ecommerce #FutureOfAdvertising #HispanicMarket #AdvertisingTrends #Entravision 

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Good article by my colleague Michael Roca for ADWEEK. Unfortunately, most advertisers can't distinguish between reaching the Hispanic consumer and connecting with the Hispanic consumer. That's why they seem satisfied when most of their media efforts reach Hispanics via spillover media buys targeted non-Hispanics, the famous (and failed) "total market" approach. Reorienting its media KPIs around Hispanic media plans is a great starting point for each client. This involves dissecting the GRPs, Reach, and Frequency to Hispanics, distinguishing between spillover from general market media efforts that come with a generic message and intentional targeting with culturally relevant messages. By doing so, agencies can tap into the immense potential of the Hispanic market.

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The components of our strategy for a new client with 30+ years of experience in the entertainment space: 1. Outcomes, Goals & associations We want to make sure the brand we build drives towards outcomes. This means getting laser-focused on who they want to target & what their target cares about. We then build a series of associations we want to make with this brand to drive towards those outcomes. 2. Deep Dive into target ICP We read industry reports; review existing recorded sales calls; analyse what content they're already engaging with; Make sure we understand their: Pain, Fears, Priorities, Objections, Why they buy. Also, look at specific terminology they use. We then create a Custom Content Strategy from this. 3. Story Arc We focus on story-telling which means knowing the core ups, downs, risks, wins and transitions in our client's personal story. We collate this and turn it into an arc structure and embed this into the content. 4. Key Messaging We simplify exactly what our clients offer is. Making sure it can be conveyed through socials in a compelling way that is easily understandable. We then work out narratives that we can embed into content. 5. Core Opinions We always aim to build distinct brands which means making them stand for something. We work out their strongest opinions that also align to attracting their target ICP and focus on building ideas around these core opinions. 6. Unique Positioning We find at least 15 other profiles in their industry, so we can understand the market but also position them away from competition. We position clients as the "go-to" which means defining what they are known for so clearly they can't be compared. 7. Visual Identity The quality of visuals determines the quality of their brand & offer. To become memorable and recognisable the visual aspect is crucial. We create a Visual Brand Style Guide which is fed to our designers. 8. Research into his existing presence We make sure we've understood their existing digital presence - listening to podcasts, reading articles, going through their website, conference talks, client case studies, any other PR, sales decks and more. Great brands are custom-built. Great brands are crafted by experts. Great brands require time, energy & investment. It's easier than ever to post content and build a following. But a great brand is where the best results come from.

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 Hot Sale is here!    Having led and managed paid media for marketplaces in Latin America for one of the fastest aggregators and currently helping small brands, I understand firsthand the importance of preparation for peak events like Hot Sale. Sharing some key strategies to help you make the most of this blockbuster sales event

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✅🖥️ Nielsen (10/15): “Nielsen’s September 2024 report of The Gauge™ revealed that NFL viewership this month notably reflected audiences’ familiarization with the cross-platform distribution of its games. This was most clearly indicated by the 12% bump in Amazon Prime Video viewership in September, which was driven largely by Thursday Night Football, and ultimately led it to match its platform-best share of TV (set in September 2023 and tied in October 2023) at 3.6%. Peacock also benefited from NFL-driven audiences with its exclusive coverage of Green Bay vs. Philadelphia on September 6. The NFL’s debut in São Paulo, Brazil garnered 2.6B viewing minutes, making the game the 11th most streamed program in September. The resurgence of the NFL was also evident on the broadcast side, as NFL games accounted for 14 of the top 15 broadcast telecasts in September, with the top three garnering over 3B viewing minutes each on NBC, CBS and FOX. Additionally, broadcast sports viewing was up nearly 9% compared to August, despite already coming off a 44% increase the previous month due to the surge from the Olympics. Streaming maintained its 41.0% share of TV in September despite viewership declining slightly from August (-2.2%), in line with seasonal trends. Amazon Prime Video exhibited the largest monthly growth among all reported streaming platforms in September (+12%), driven by the aforementioned Thursday Night NFL Football, as well as its original series The Rings of Power, which was this month’s third most watched streaming title with 4.3B viewing minutes.” ⬇️🏈 #streaming #tv #ctv #ott #avod #livesports #cordcutting https://lnkd.in/eJ5Js6Qq

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Here is a thought exercise: What if Warner is right about the NBA? Warner is getting dragged through the mud right now for letting NBA rights slip out of their fingertips. But what if they’re right? What if it’s not worth the $2.5B that NBC is forking over? If you think about it, the bear case becomes clearer. For starters, the NBA has a long season, and more and more of their young fans are watching highlights on YouTube and TikTok over regular season games. That makes monetizing those games on TV harder as fans can just keep up with the games elsewhere. Further, there is more allegiance to players over teams at this point. So it’s not like all 30 teams are must watch TV - instead, it’s more like 10-15 players. Plus, the NBAs stars are aging up and out in the next few years - LeBron, KD, Curry, etc. The new crop is strong, but not to the levels of these players. Just look at NBA playoff ratings - without these players in the mix, playoff ratings are down 11% YoY through the 2nd round. A year ago, LeBron, KD and Curry were all in the mix in the 2nd round, and LeBron made it to the conference finals. Finally, look at the NBA ownership trends. Mark Cuban just sold his stake in the Mavs, along with MJ. When smart people and owners start signaling they think the valuations have peaked, pay attention. I’m not saying Warner is making the right move to not retain the rights - but it’s possible they are right that the NBA rights are being overvalued. Time will tell who is right. (Post inspired by Joe Pompliano great podcast this weekend with Alex Sherman. Check it out!)

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Join us for a discussion on how AI is reshaping the way businesses interact with consumers, leverage their data and optimize marketing decisions

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This post is in honor of the “Ordinary Extraordinary” in all of us. I’ve been chasing a goal for a few years to run a Full (26.2 miles) or a Half (13.1 miles) Marathon on all 7 Continents…and this past week I finally did it by completing a Half Marathon in Chilean Patagonia. The goal began with chasing a Six Star (run all 6 World Marathon Majors (26.2)) which then grew to running on all 7 Continents. As a lover of travel, I’ve been to 42 countries so I thought “why not?!” So here I am, completing a goal, 10+ years in the making. 6 Majors + 7 Continents The Plan: (in no particular order) * Asia: Tokyo Marathon 26.2 * Europe: London & Berlin Marathon 26.2 * Australia/Oceania: Auckland/Coatesville Half 13.1 * Africa: Victoria Falls (Zimbabwe) Half 13.1 * Antarctica: Antarctica Half 13.1 * South America: Patagonia Half 13.1 * North America: New York - Chicago - Boston 26.2 (& Conestee 50k) *ran an Ultra 50k to see if I could do it, did it, no need to do it again. Some races were heaven-on-earth perfect (Hello, Chicago!) Some races humbled me to my core (Boston) But all of the them gave me a deep sense of gratitude. Gratitude to be “able” in all sense of that word. Things I carry with me during each mile: * Set + Chase audacious goals * Be prepared to pivot but never stop * Always Think “Why Not Me!” * Deeply respect the joy and intensity of finding power in your own potential * Discipline.Discipline.Discipline So for now, I’m enjoying the feeling of achieving a hard-fought goal. And because I get asked a lot, what’s next?! As we await the pending confirmation of the 7th World Marathon Major - Let’s see if I have another 26.2 in me to capture that 7th Star in Sydney, Australia. #HowIHappy #OrdinaryExtraordinary #Runner #MindsetOverEverything 🏃🏼‍♀️💫🌎

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Expanding your sportsbook into a new market? Make sure to maximise your chances of success and start on the right foot. Kalen Bushe explains how sports betting advertisers can use TrafficGuard’s features to combat common traffic issues and drive performance. Read more here: https://lnkd.in/gMtVSSG9

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Talking GenZ at the Horowitz Research Polycultural summit with Adriana Waterston, Tinashe "The Mayor" Chaponda and Jack Rico! Was so great having these talented Gen Z influencers share their storytelling. The Creator Economy is driving over $7B this year in US revenues alone. And this is the generation that is redefining content creation, content consumption , brand marketing and media as we know it. #NewMajorityReady

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🚗How CarMax's bet on the WNBA is paying off big🚗 𝗔𝗻𝗱 𝘄𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗳𝗼𝗿 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗼 𝘀𝘁𝗮𝘆 𝗮𝗵𝗲𝗮𝗱. 🏀In 2020, CarMax made a bold move by becoming the Official Auto Retailer for both the NBA and WNBA, 𝗮𝗶𝗺𝗶𝗻𝗴 𝘁𝗼 𝗺𝗼𝗱𝗲𝗿𝗻𝗶𝘇𝗲 𝘁𝗵𝗲𝗶𝗿 𝗯𝗿𝗮𝗻𝗱 𝗮𝗻𝗱 𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝗮 𝘆𝗼𝘂𝗻𝗴𝗲𝗿, 𝗱𝗶𝘃𝗲𝗿𝘀𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. "𝘐𝘵’𝘴 𝘢 𝘱𝘭𝘢𝘤𝘦 𝘸𝘩𝘦𝘳𝘦 𝘺𝘰𝘶𝘯𝘨𝘦𝘳 𝘱𝘦𝘰𝘱𝘭𝘦 𝘢𝘳𝘦, [𝘩𝘢𝘴] 𝘢 𝘷𝘦𝘳𝘺 𝘥𝘪𝘷𝘦𝘳𝘴𝘦 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦, 𝘢𝘯𝘥 𝘪𝘴 𝘤𝘦𝘳𝘵𝘢𝘪𝘯𝘭𝘺 𝘷𝘦𝘳𝘺 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘦𝘥 𝘸𝘪𝘵𝘩 𝘤𝘶𝘭𝘵𝘶𝘳𝘦—𝘴𝘯𝘦𝘢𝘬𝘦𝘳 𝘤𝘶𝘭𝘵𝘶𝘳𝘦, 𝘧𝘢𝘴𝘩𝘪𝘰𝘯 𝘤𝘶𝘭𝘵𝘶𝘳𝘦," said Sarah Lane, CarMax's CMO. But this wasn’t just about visibility—it was a 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗯𝗲𝘁 𝘁𝗼 𝗴𝗮𝘂𝗴𝗲 𝘁𝗵𝗲 𝗪𝗡𝗕𝗔'𝘀 𝗴𝗿𝗼𝘄𝘁𝗵 and learn how to connect with its fan base. The key insight? 𝗣𝗲𝗼𝗽𝗹𝗲 𝗹𝗼𝘃𝗲 𝘁𝗵𝗲 𝗮𝘁𝗵𝗹𝗲𝘁𝗲𝘀. CarMax integrated NBA and WNBA stars like Stephen Curry, Sue Bird, A'ja Wilson, and Sabrina Ionescu into their ads. Their 2021 ads featuring Curry and Bird went viral. (see comments for videos). By 2023, they doubled down: 🎽Becoming the jersey patch partner of the Washington Mystics. 🙏🏿Joining the WNBA (Women's National Basketball Association) Changemakers program to elevate the league and its players. And the results speak for themselves: 📈 𝗕𝗿𝗮𝗻𝗱 𝗮𝗳𝗳𝗶𝗻𝗶𝘁𝘆 𝗴𝗿𝗲𝘄 𝟮𝟬% 𝗳𝗮𝘀𝘁𝗲𝗿 among WNBA fans than NBA fans. 📈 𝟳𝟬𝟬,𝟬𝟬𝟬+ 𝘀𝗼𝗰𝗶𝗮𝗹 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 during WNBA All-Star Weekend. 📈 𝗢𝘂𝘁𝘀𝗶𝘇𝗲𝗱 𝗴𝗿𝗼𝘄𝘁𝗵 in markets sponsoring both men’s and women’s teams. CarMax’s foresight shows that 𝘪𝘯𝘷𝘦𝘴𝘵𝘪𝘯𝘨 in rising sports (and their athletes) is a winning strategy for long-term success. 𝗦𝗽𝗼𝘁𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗯𝗶𝗴 𝘁𝗵𝗶𝗻𝗴 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁’𝘀 𝗺𝗮𝗶𝗻𝘀𝘁𝗿𝗲𝗮𝗺 𝗰𝗮𝗻 𝘀𝗲𝘁 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗮𝗽𝗮𝗿𝘁. DM me to discuss the next big things in culture.👇🏾

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How are brands investing in multicultural markets? What do brand leaders do when sales are stagnant? How do successful brand leaders acquire a selective market like US Latinos? Join us for answers to these questions at our Multiculturalism and Brand Marketing presentation at the CRC Conference. Catch us on Track 5 on Wednesday, September 18th at 10:55 am ET. #Multiculturalism #USHispanicmarket #COMARKAValueCreation

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From the Beaches of Cancun to Boardrooms Worldwide: The Power of Creative Disruption At The Commitment Summit in Cancun this week, I had the privilege of working one-on-one with three visionary business owners. Each came with a unique challenge, and each left with a game-changing ad concept. Here's a glimpse into the creative process: 1. Revolutionizing Call Centers: Challenge: Showcase an app's superiority over traditional call centers. Solution: A stark visual contrast between a dark, outdated boiler room and a sleek, efficient app interface. Watch for this at the Level Up summit in October! 2. Elevating Automotive Accessories: Challenge: Make car seat replacements exciting. Solution: An attention-grabbing concept featuring a sheik and a camel, transforming a mundane product into a luxury adventure. 3. Demystifying SEO: Challenge: Make SEO services tangible and intriguing. Solution: A massive white room with an elephant in the corner - a visual metaphor that'll stop viewers in their tracks. These sessions exemplify the power of creative thinking in business. It's not just about the product or service; it's about how you present it to the world. This is the essence of what we do in the BAM (Branding, Advertising, and Marketing) community. Every week, members get: • 90-minute live sessions covering branding, advertising, and marketing • Real-time Q&A and problem-solving • Direct access to me and my 4 decades of advertising experience In today's crowded market, standing out isn't just an advantage - it's a necessity. Whether you're a startup or an established brand, the right creative strategy can be the difference between blending in and breaking through. Interested in elevating your brand's presence? Visit www.bamismyjam.com to learn more and see if BAM is the right fit for your business goals. Let's turn your business challenges into creative opportunities. #CreativeMarketing #BrandStrategy #BusinessInnovation #BAMCommunity

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What Major League Loyalty Contributes To Major Leagues And Teams!   Stats appear here: https://lnkd.in/evVCAUW7     #sports #sportsloyalty #loyalty #engagement #brand #fans #marketing #sportsmarketing #nfl #nba #mlb #mls #nhl #broadcasting #licensing #sales #retail #media #emotions #roi #cmo #cx #emotionalbonding #bonding #sportsleagues

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At POSSIBLE Miami last week, our team was struck by the number of discussions we had about the potential of CTV advertising. It’s clear why: Smart TV penetration hit 73% in 2023 (up from a mere 11% in 2014) and CTV ad revenues are projected to grow by 13.8% in 2024. As this channel grows, the need to innovate and captivate audiences with exceptional creative work is becoming vital — especially to confront “discovery paralysis”, or the 65% of CTV viewers who experience frustration when they can't find something engaging to watch according to Samsung Ads. In the CTV streaming space, where content is king but the kingdom is getting crowded, the right creative can cut through the noise, capture viewer attention, and create a memorable brand experience. At CRAFTSMAN+, we're geared up to help brands harness this potential, turning every CTV interaction into a chance to connect. Reach out to us to discover how our creative solutions can elevate your brand's presence in the dynamic CTV ecosystem. #CTV #CreativeStrategy #DigitalAdvertising

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Hello SMB marketers! If you are not leveraging experiential marketing, you could be missing some tremendous opportunity for profitable growth! ✅47% of consumers make purchase decisions based on sampling or product demonstrations at live events. (Source: Adelante Live, Top 5 Things Consumers Say About Live Events, 2023) ✅76% of consumers are more likely to recommend a brand after attending one of its events.. (Source: ZipDo, Experiential Marketing Statistics, 7/26/2024) In a world saturated with digital noise, the real-world interactions provided by experiential marketing stand out! For example... 💡Sephora regularly hosts beauty workshops and provides samples, increasing customer engagement and loyalty. 💡Red Bull is known for hosting extreme sports events, aligning with their brand identity and fostering a community of passionate fans. 💡Nike frequently uses pop-up shops to showcase new product lines and provide immersive, interactive experiences​ Now, how can you successfully leverage experiential marketing for your SMB? 🌟Collaborate with complementary local businesses: This allows you to share costs and resources while reaching a broader audience. Co-hosting events or pop-up experiences can reduce financial burdens and expand customer exposure. 🌟Start Small: Instead of large-scale events, focus on smaller, intimate experiences like workshops, in-store demos, or community gatherings. These micro-events create personal connections without requiring a significant budget. 🌟Leverage Social Media: Social media allows you to extend the reach of your in-person events. Encourage participants to post on social platforms using event-specific hashtags, or share live updates to involve a larger audience. 🌟Lean into your local community by creating experiences that reflect your business's connection to the area. Hosting events tied to local culture or social causes can attract attendees without high production costs. So, I have to ask you... ❓Have you tried hosting any events for your business? What was the outcome? ❓What challenges do you think SMBs face when planning experiential marketing campaigns? __________________ Let’s keep the conversation going! 👉 Follow my profile for more insights on SMB marketing strategies. 🔔 Turn on notifications so you never miss new tips and industry updates. 🤝 Connect with me directly—I’d love to hear about your experiences! #MarketingTips #ExperientialMarketing #SMBs #BrandLoyalty #EventMarketing #PopUpShops #CustomerEngagement #MarketingStrategies

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