Admirable, for non-traditional media campaigns among Hispanics

The Nation’s Premier Hispanic Marketing Network

Admirable is proud to serve as the nation’s premier Hispanic marketing network with over 3,000 locations in the United States. Admirable will enable your company to market directly to the growing Hispanic consumer from all genres with exact geo-targeting of specific demographic groups. Admirable’s extensive marketing platform includes the largest national Hispanic Out-Of-Home digital signage and Hispanic restaurant network. Food preferences among Hispanics remain the same throughout their lifetime regardless of changes in lifestyle, language, acculturation or income level.

What is admirable

Copyright © 2012 Admirable, LLC. All Rights Reserved.

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Admirable National Hispanic Network

Admirable covers every one of the top 25 Hispanic Demographic Market Areas (DMAs), consistently delivering a captive Hispanic audience that reflects all ages and demographic sub-groups.



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Our Clients

Admirable delivers your brand to your exact Hispanic target audiences while eating at their favorite ethnic restaurants and in an optimal and relaxed state of mind.

Digital Signage

Promotions

Product Sampling

Grassroots Programs

Data Collection

Advertising POP

Expanding Our Services

05 Copyright © 2012 Admirable, LLC. All Rights Reserved.

Its cutting edge technology recognizes and analyses consumer behavior informing you when and where your brand will be most effectively communicated. **We need more information for this slide**

Admirable Digital Signage

06 Copyright © 2012 Admirable, LLC. All Rights Reserved. i

Admirable implements your Hispanic marketing and promotional strategy with absolute targeted delivery by market, DMA, nationality, and even down to an exact zip code. “Between 2000 and 2010, the Hispanic population

increased by 15.2 million, which was a growth rate of

43%, 4 times the growth of the mainstream population.

This accounts for over half of the 27.3 million increase in

the total population of the United States during the same

period.”*

Precise Targeting

*Advertising & Marketing Review “Hispanic Marketing” Report 2012


Admirable is the nation’s only single provider of comprehensive Hispanic media and promotional platforms delivering exact and real time data of your customers including:

Complete and detailed demographic information

Country of origin

Current location

Dwell time

Engagement in activity

Admirable’s Unique Value


Leading industry studies consistently show Hispanics eating at restaurants of their country of origin is the number one leisure activity among these ethnic groups. Food preferences among Hispanics remain the same throughout their lifetime regardless of changes in lifestyle, language, acculturation or income level.

Why hispanic restaurants are so effective?


Positive Emotions Dominate

Restaurants and Bars


83%

*Source: Arbitron – TouchPoints DSE 2012 Presentation


Restaurants are much more than a place to eat, they are a space to relax and hang out with friends, watch a soccer game, spend time with the family and be emotionally connected with your roots.

Back Home

With Friends and Family

Important Hispanic

Restaurant Facts

*Based on a Proprietary Survey conducted during a 6 month period in over 2,154 restaurants of our network across the US.

Over 62% of Hispanics frequent ethnic restaurants at least 3-4 times per month, whether for breakfast, lunch, or dinner on weekdays or weekends.*

77% of the over 15 million Hispanics who visit Ad-Mirable’s restaurant network have resided in the U.S. for longer than 4 years while 47% of them have been in the US for over 10 years.*


62% 77% 47%

U.S. Hispanic Restaurant

Consumer Statistics

*Based on a Proprietary Survey conducted during a 6 month period in over 2,154 restaurants of our network across the US.

76% of Hispanics speak Spanish as their primary language at home, with their family, and during their social time with friends and co-workers.

Almost 49% of Hispanic restaurant customers are 18-34 years of age and are most frequently accompanied by their children and extended family. The average seating per meal ranges from 3-6 individuals per visit.


76% 49%

Impressions, Monthly

Traffic and Exposure

Admirable provides our clients extensive detailed information about every campaign’s ad impressions and media exposure.

This information provides each one of Admirable’s clients with the most accurate and cost effective means possible to market to a now easy to reach Hispanic consumer group with an unparalleled return on investment.


Age bracket: Young Adult Gender: Male Distance: 8 ft. Attentive?: Yes Distance: 8 ft.Attentive?: Yes

Age bracket: Adult Gender: Female Distance: 8 ft. Attentive?: Yes

Age bracket: Adult Gender: Male Distance: 6 ft. Attentive?: Yes

Audience Impression Metrics

Admirable’s Digital Signage provides comprehensive Audience Impression Metrics via state-of-the-art optical sensor technology installed on each display which detect each consumer. Millions of pixels per second are analyzed to detect viewers

*Intel™ Aim Suite Technology


Admirable’s

Unique Value

Admirable provides each client with exact audience metrics of every campaign derived from live data compilation on a 24/7 basis.


GENDER AGE

Male Count 35,390 - 45.58%

Child Count 7.68%

Young Adult Count 50.92%

Adult Count 34.66%

Senior Count 6.74%

Female Count 54.42%

GENDER DISPERSION Date Range July 27, 2012 to August 2, 2012

AGE DISPERSION Date Range July 27, 2012 to August 2, 2012

Case Studies


CVS Pharmacy

Case Studies


Industry Sector: Mass retail pharmacy.

Time Period: 4 months.

Objective: Create awareness and drive sales among the Hispanic community for Latin products offered at CVS.

Program Elements: Ad-Menus, Posters, Tablemats, Redemption Coupons.

This campaign was executed across the different restaurants including different nationalities, due to its general nature and appeal for all Hispanics.

Ad-Menu™: The menu included an ad showing the CVS location closer to each specific restaurant. Poster: The poster included a message informing consumers they could receive a $3.00 CVS coupon at the restaurant. Placemat: A game was created that emphasize the relation between CVS and the Hispanic community highlighting ethnic food elements. Take Home: When consumers paid for their meal, they received a coupon which included helpful medical tips.

Action Steps

Case Studies – CVS Pharmacy


Results

Case Studies – CVS Pharmacy


Generated 7 times the expected redemption while increasing Hispanic traffic to CVS stores with an unprecedented 14% redemption rate for the coupon.

American

Airlines

Case Studies


•  Industry Sector: Airline.

•  Time Period: 4 months.

•  Objective: Increase sales and consumer inquiries to purchase airline tickets from South Florida to Colombia.

•  Program Elements: Ad-Menus, Posters and Flyers.

•  Due to its niche consumer market (flight routes to Colombia), this campaign was executed only at Colombian restaurants, which reduced the costs and reached the exact target.

Action Steps

Case Studies – American Arilines


Menu: A specific ad for Colombian consumers was printed in each menu, directly associating the popular Colombian dishes with flights for this exact market, making the campaign extremely personal and appealing to this specific demographic.

Poster: The same message of the menu was displayed.

Flyer: When consumers paid for their meal, they received a coupon which included a toll free number to reach an American Airlines ticketing representative.

Results

Case Studies – American Airlines


Generated a 25% increase in sales calls. Since the enormous success of this campaign, American Airlines has continued to dramatically increase the frequency and diversity of its campaigns through the Ad-Mirable network.

Western

Union

Case Studies


Industry Sector: Money transfer services.

Time Period: April 2005 – 2012.

Objective: Product Usage (targeted pricing awareness).

Program Elements: Ad-Menus, Posters, Flyers, Placemats, Data Collection.

Western Union initiated ethnically targeted pricing promotions among 16 Hispanic restaurants in the South Florida market.

This campaign specifically targeted Colombians, Peruvians and Ecuadorians.

The pricing promotions appeared in all Ad-Menus, POS materials, posters, flyers and remain an integral part of Western Union’s extensive media message and strategy throughout the Ad-Mirable network.

Action Steps

Case Studies – Western Union


Results

Case Studies – Western Union


Within the first 2-months of the program, Western Union expanded its pricing program campaign across 300 additional Ad-Mirable restaurants nationwide. As a direct result, Western Union is now nationally visible in over 1,100 restaurants with special pricing promotions that are customized by country of origin, zip code and other variables.

Phone: (305) 826-4066

Toll Free: (866) 275-9559

Fax: (888) 689-7504

5793 NW 151 Street, Suite B

Miami Lakes, FL 33014

E-Mail: [email protected]

www.ad-mirable.com

Contact Us

Admirable, for non-traditional media campaigns among Hispanics

Marketing

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