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Looking Beyond the :30 Spot The Hispanic Mom Market

Ahora los beb é s vienen con un manual de instrucciones SM. Looking Beyond the :30 Spot The Hispanic Mom Market . THE ABRAZO FACTOR. WHAT’S A NICE GRINGA LIKE YOU DOING IN A PLACE LIKE THIS? OR YOU KNOW YOUR EXPERIENCING A CULTURE SHOCK WHEN…. STARTED WITH A HUMAN NEED. Todobebé, Inc :.

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Looking Beyond the :30 Spot The Hispanic Mom Market

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  1. Ahora los bebés vienen con un manual de instruccionesSM Looking Beyond the :30 Spot The Hispanic Mom Market

  2. THE ABRAZO FACTOR

  3. WHAT’S A NICE GRINGA LIKE YOU DOING IN A PLACE LIKE THIS? OR YOU KNOW YOUR EXPERIENCING A CULTURE SHOCK WHEN….

  4. STARTED WITH A HUMAN NEED

  5. Todobebé, Inc: A multi media content and licensing company that serves and connects mothers, fathers, babies, and experts worldwide everyday 24/7 through a combination of all media formats A Global Concept. A Global Need. …Now your baby comes with an instruction manual sm

  6. Todobebé Global Content Formula For All Mediums All media formats: Simple language Entertainment based formats Modular approach Long-lasting relevance Connects across borders and incomes.. Joining the best voices from: Health Parenting Media Entertainment Music Authors Families Integrated Multimedia …Now your baby comes with an instruction manual sm

  7. SIMPLE IDEA – SO WHY DIDN’T ANYONE DO THIS BEFORE?

  8. LEARNING TO CRAWL BEFORE WE COULD WALK

  9. Current Mix: Todobebé properties serving Hispanic families planning, expecting, raising babies • Television • National family TV show • 52 weeks per year • Telemundo Network (USA) • Televisa Networks (MEXICO) • Caracol Television (COLOMBIA) Publishing Direct Mail via ADVO 835k homes (4 per year) Internet 200,000 global mom’s club 850,000 email circ per month Closed Circuit TV U.S. PRN: 585 Wal-Marts Mexico Canal Angeles (16 Hospitals nationwide) Books/DVDs Book: US, Mex, PR 2Q/06 DVD: US, Mex, PR (1Q/07) Radio U.S.: 2007 ABC Radio Latin America: 75+ Affiliate stations Events House Parties 1,000 homes NBC-T 50k x 4 events Custom in 04: Wal-Mart …Now your baby comes with an instruction manual sm

  10. A few of Todobebé “Firsts” in the Market • Todobebé was the first Parenting Lifestyle program to produce a 100 episodes for broadcast TV in the U.S. • Todobebé was the first TV program on the Telemundo Network to be licensed to Televisa Networks in Mexico and Caracol TV in Colombia. • Todobebé created the first dedicated pregnancy and baby radio shows for broadcast in the U.S. and syndicated in Latin America • Todobebé created the first dedicated bi-lingual Hispanic Baby Fairs • Todobebé was the first company to provide baby and pregnancy content for broadcast on the Premier Retail Television Network (PRN) • Todobebé was the first book title distributed by Harper Collins/Rayo featuring a guide for baby’s first year of life in both Spanish and English

  11. Research & Demographics

  12. Rules of Engagement • Give me trusted information - be my advisor and friend • Respect who I am as a woman, mom, Latina • Ask me what I think – I want to share my opinion • Protect me and keep my information safe – don’t tell anyone my secrets • Entertain and inspire me

  13. The Universal Truth About Moms When your baby is crying, can’t sleep or is sick, it doesn’t matter if you are a CEO or a taxi driver, you want the answer, NOW!

  14. A look at the U.S. market • 4.1 million births per year (300,000 per month) • > 20 million parents planning, expecting, raising babies 0-2 yrs • ~ 40% of babies are born to first time moms, median age is 28 years • 59% of moms with children under 1 year work outside the home • The median income of first time parents is $32,609’ • $24 billion baby product market; $1.1 billion - infant sleepwear • Average spend per baby is $9,000 to $14,000 • Cost of healthy birth in a hospital $9,845 *Source: 2004 CDC Live Statistics, Consumer Product Safety, New England Journal of Medicine

  15. The Hispanic Birth Market • Estimated 2006 Births to Hispanic Families: 1,001,373 • 25% of those are English speaking, 28% bi-lingual, 47% Spanish speaking • Est. number of babies 0 to 3 years old: 2.8 million • Hispanics have the highest # of children per family of any ethnic group: 2.7 vs.1.8 for the total U.S • $8 billion: Hispanic baby product market 0–12 months • % of births that are Hispanic: • Miami, FL 61% • California: 50% • Texas: 49% • Arizona: 44% • NYC: 32% When it comes to births, the Hispanic Market IS the General Market – Today! Sources: 2004 U.S. Live Statistics Report: 2003 birth statistics & growth rate, Todobebé Research.

  16. Values & Culture • Family First – family, extended family, having babies, getting together…respect for elders and family values • Keep close ties to my cultural roots – language, foods/cooking, religious icons in my home, celebrating Latin holidays • My children’s happiness is more important than my own • Religion / Faith – it is the will of God • Educating my children • Work to live not live to work • While the macho society exists, women usually rule the roost – matriarchal

  17. Online Club and Demographics USA • 87% are women • 55% are parents • 30% are pregnant • 88% are between 18 – 35 years old • 48% access the site weekly, 18% access daily • 81% are expecting a baby or have at least one child under 6 yrs • 52% worked during pregnancy • 47% say Internet is their principal source of info for their baby, the next closest was doctor at 23%. • 76% are managing the budget alone or with their husband • 93% want information on how to save for their baby’s education • 45% have recently bought or plan to buy a new family car Most popular article – “How To Survive Your Wife’s Pregnancy Without Killing Her or Yourself!”

  18. Special savings, products recommended by trusted sources, and info in Spanish make a difference to Todobebé's audience* When selecting products for your child, what factors are most important to you? #1 Product Features #2 Price #3 Brand Is Spanish packaging important to you? Yes: 79% No: 21% 68% say coupons were more important to them after having a baby *Sources: On products and language: Todobebé October 2004 in person survey among 550 Hispanics expecting and raising babies [conducted at Todobebé Wal-Mart Baby Fairs]. On coupons: 2005 Todobebé Internet study [450 respondents]

  19. Life after the 30-Second Spot

  20. What’s Happening in TV? • 32% had between $100-250M in measured media dollars • 50% say that their overall budget will stay the same in 2005 • 18% say that their TV budget will decrease in 2005 • 45% say that they will be reallocating dollars away from TV • 43% say that reallocation of TV advertising will go towards integrated marketing • 69% say that reallocation will go online • 41% say that reallocation will be in branded entertainment • 35% say that reallocation will be in product placement • 38% are dissatisfied with the current TV upfronts 18% agree that man will walk on Mars before Nielsen completes the expansion of local people meters in the top 10 markets! ANA Survey: TV Issues & Challenges – The Client Perspective March, 2004

  21. Alternatives to TV Advertising • 92% have advertised online in the last year • 74% have participated in “Presenting Sponsorships” • 64% have advertised using Cross-Platform deals • 33% have advertised using Branded Entertainment • 9% have advertised using Video Games ANA Survey: TV Issues & Challenges – The Client Perspective March, 2004

  22. Balancing Show Integrity with Sponsor/Advertiser DesiresOrganic Product Integration

  23. 100th Episode of Todobebe Filmed at Disneyworld

  24. NEW TODOBEBE WEBSITE #1 Destination for Hispanic families expecting and raising babies Full text search, chat, index, forums, tools 200,000 global club membership Proprietary automated pregnancy and parenting e-newsletters

  25. Ideas that leverage originally-produced content • Tips and sample content from books co-branded for premium promotion or in-pack tied back to a retailer • Tie sponsor product to downloads of relevant audio streams of radio programs and VOD of TV shows • Co-branding or premium packaging of DVD or CDs at retail • Sponsor spots integrated into DVDs distributed at House Party event • On-line voting and product sample/research with sweepstakes tie in • Sponsored ringtones of your baby’s laugh, screensaver of first smile to mobile devices • Sponsor tips on “How to take great photos of your baby” integrated online, in print & TV • Leverage PR by sponsoring events around the celebration of Motherhood / Mother’s Day

  26. GRACIAS! Cynthia Nelson Chief Operating Officer cnelson@Todobebé .com Office: (305) 438-1414 ° ° ° ° ° ° ° °

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