Reaching Untapped Markets

CONSUMER

Decision Making

• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Decision
• Post Purchase Evaluation                    

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When one seeks to bring something new to a culture - or something old to a new culture - one must adapt the idea to the culture. It doesn’t work the other way.

What Does BBB Culture
Say About Our Brand?

THE CONSUMER

3 MAIN DISRUPTORS

• GROWTH OF THE HISPANIC AMERICAN MARKET
• MILLENNIALIZED (MOBILIZED, SOCIALIZED) AMERICAN
• THE MODERN AMERICAN FAMILY

3 MAIN OPPORTUNITIES

• GROWTH OF THE HISPANIC AMERICAN MARKET
• MILLENNIALIZED (MOBILIZED, SOCIALIZED) AMERICAN
• THE MODERN AMERICAN FAMILY

#1

2nd largest ethnic group & largest minority group

POLL EVERYWHERE

international migration

Unique Traits

• Brand Loyal
• Low Acculturation                                  
• 3.1 m L-O-Bs                 
• 11.4% of active-duty military
• Younger than ave. pop.

OR ELSE...

#2

The Millennial-IZED

Millennialized
Mobilized
Socialized

POLL EVERYWHERE

Evidence of Millennialization

• 50% of Americans prefer digital over F2F communication
• 10% MORE Americans get their news from a computer
• 60% of TV viewers use a computer at the same time
• 51% of US adults bank PRIMARILY online
• 35% boot apps & check email before getting out of bed

Evidence of Mobilization

• 40% of Americans use their phone in the bathroom
• Mobile ad budgets increased 105% in 2013
• FB, Yahoo and other SNS are now "Mobile 1st"
• Americans will spend $90B in mobile payments by 2017
• Weekly use of a mobile app improves satisfaction by 12%

The majority of Americans believe their mobile is as important as personal hygiene and they’d give up sex, booze, and chocolate to get it back if taken

BBB must appeal to the Mobilized, Socialized and Millennialized

#3

Modern Family

POLL EVERYWHERE

Modern Love

• 1 in 5 couples and 3 in 5 gay couples
• M = 29 and W = 27
• 69% in 1960 and 51% today
• 20% traditional
• 50% call it quits

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Reflects 15% of All New US Marriages

US Trends

• More weddings after baby
• More adoptions
• More living alone or with friends
• 40% babies born to unmarried mothers
• Blended - ethnically, religiously, stylistically

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Where to Go from Here?

#1

#2

#3

Future-Forward Plan

• Data From Consumers' Perspective
• One brand, One Voice, One Experience
• Enterprise Mobilization Strategy
• National Advertising (Traditional & Digital Media)
• Online Brand Repository for Regional Execution

#4

How to Avoid This

1. Go-to-Market Strategy

2. Support BBB Programs

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BBB Can Influence Decision Making

3. Social Media Strategy

Create something people want to share - John Jantsch

#1 Activity on the Web

Do These Well First

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• 1.317 billion users (1.07B through mobile)
• 30% of all users ONLY use mobile app
• 72% of ALL online adults visit at least monthly
• FB claims 60% of ALL mobile social sharing
• 87% of the Class of 2014 "still" use FB

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• 45% of 271 million active users are 18-29
• 63% use smartphone as primary device
• 80% of Millennials access via mobile
• 53% recommend brands in their Tweets
• 55% of the Class of 2014 use Twitter

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• 300 million users and a new one every :02
• 41% access via mobile device
• 44,000 job apps uploaded monthly by mobile
• LinkedIn claims 4% of ALL social sharing
• 13% of Millennials 15-34 currently use LinkedIn

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Road to Success

• Adapt - it's time to change
• Get the right people on board
• National (data-driven) brand effort
• Local BBB storytelling

“People say time changes things, but it’s not true. Doing things changes things. Not doing things leaves things exactly as they were.” - House