launchpad latino platform

Launchpad Latino Marketing Platform

Copyright 2013 V12 Group. All rights reserved. 2

Launchpad Latino• Launchpad Latino is a combination of V12 Group’s national reach with a unique capability

to target Latino consumers at an individual and a neighborhood level

• Launchpad Latino can improve your direct marketing based on identifying:• Latino consumers targeting• Latino neighborhoods• Latino Acculturation

• Launchpad Latino is appropriate for any media that reaches the Latino segment through targeted messaging


US Latino Household ReachThere are roughly 31 million Adult Latinos’ in the United States and V12 Group covers 70% of this target market with 21,949,712 Latino Postal Records.

The #1 concern for Marketers is how to reach and effectively communicate with the Latino market.


US Latino Household Reach


Launchpad Latino DataLatino data sets V12 Group possess:

• Latino Population = 21,949,712 (6,726,817 with email)• Latino Country of Origin = 14,822,744 (4,447,066 with email) • Spanish Speaking = 10,608,314 (3,401,398 with email)• Latino Buyer Segments - To Be Built

Launchpad Latino Products:• Product 1: Latino Consumer Targeting via existing data attributes• Product 2: Latino Acculturation and Buyer Segments - To Be Built

• Product 3: Latino Density Zones – areas densely populated by Latinos -To Be Built


Product 2: Latino AcculturationU.S. Latinos are not homogenous and have acculturated themselves into the Consumer marketplace. V12 Group leverages 6 Segmentations critical to targeting your message.

1. Purists: Spanish preferred, not in a rush to embrace U.S Culture. Spanish headlines / English sub-heads / Pure Ethnic merchandise mix w/ strong cultural cues

2. Trendy: Spanish dominant, traditional but striving for trendy. Use Spanish headlines / English sub-heads / Mixed merchandise assortment w/ strong cultural cues

3. Leaders: Bilingual, tech savvy, driven, educated, Modern, Multicultural . English headlines / Spanish

sub-heads / Mixed merchandise and cultural cues

4. Doubters: Bilingual, independent, skeptical, inactive, Shoppers, Multicultural. Spanish headlines / English sub-heads / Ethnic merchandise , mixed cultural cues

5. Latin Flavored: English preferred, reconnecting with Hispanic traditions. Acculturated consumers / English headlines / Spanish sub-heads / Mixed merchandise assortment w/ subtle cultural cues

6. Young Latinos: English dominant, free thinkers, multicultural. Mainstream versioning as they are assimilated into US culture. subtle cultural cues to identify with Latino heritage.


Product 3: Latino Density ZonesSub-zip level Latino identification based on population density

V12 Group can use ZIP+4 or Carrier Route (CR) level population density data to target neighborhoods that have a significant concentration of Latino Households.

Latino Hotspots: Z4s or CRs 80% Latino Population Latino Influenced: Z4s or CRs 60% and <80% Latino PopulationLatino Mix: Z4s or CRs with > 40% and l< 60% Latino Population

For Example let’s say V12 Group analyzed:• 6 stores in Denver and Chicago markets• Within a 5 mile radius around each store site there are 839,229 consumers but how many are Latino ?

Using V12 Group Latino Density Zones we find: • 120,238 households are in Z4s with 80%+ Latino Pop.• 129,773 households are in Z4s with 60%+ Latino Pop.• 196,405 households are in Z4s with 40%+ Latino Pop.


Latino Marketing Client Interview Guide

Client interest and capabilities

Outside relationships

Interest in capabilities

• How big a priority is Latino marketing? • Do you have a Latino marketing budget? If so what %?• Do you have dedicated Latino marketing personnel? • How are Latino marketing budgets and plans developed?• Have you identified store locations most appropriate for Latino

marketing? How do you do this?

• Do you use separate agencies for Latino marketing efforts vs. other media buying? If so, what services do they provide?

• Do you have any other outside partnerships for this purpose? • What value do you see in having an agency that specifically

focuses on Latino marketing?

• Have you considered direct mail to target Latino consumers?• Would you be more interested in Latino-targeted ads having only

Latino adjacencies? (e.g. Spanish only, bilingual ads, etc.)• How would you conduct a campaigns - in-language, bilingual, in-

culture, and/or with versioning?• What other V12 Group capabilities would be helpful for you?

launchpad latino platform

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