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Thursday, 28 March 2019 04:05

Being Hispanic is a culture not a language

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Being Hispanic is a culture not a language

Posted by Allan Vargas

web team Allan

 

Is one of our corporate tenets. In other words, our belief is that being Hispanic is more than just speaking Spanish. It’s about culture and the shared customs, beliefs, and social characteristics of Hispanics across the globe.

Regardless of where Hispanics are born they share a bond based on the foods they eat, their traditions and customs, shared family values and so much more. While they may primarily speak Spanish, some will only speak English but identify as Hispanics.

You know that you are Hispanic if:

You have been disciplined by something called a chancleta or chancla.

You have heard “vamos al baño” * come out of your mom’s mouth and be truly scared.

Vicks VapoRub cures everything.

You can't tell who you're actually related to because you've grown up calling every adult "tia" or "tio" and just
assume everyone around your age is a cousin.

Noche Buena is Christmas.

You have a friend or relative named Jesus and called Chiu or chucho.
 
As a term of endearment, you refer to your wife as “gorda” or husband as “gordo”.

In the US, Hispanics are the largest US ethnic group representing 18% of the US population, with $1.3 trillion in purchasing power. They are younger, with a median age 39 years. And while many see them as being on the lower end of the economic ladder, on average they spend the most of any other group on Consumer-Packaged Goods.

The most effective way to reach US Hispanics is through messaging that reaches them where they are culturally. It isn’t simply translating GM advertising but adapting it.  It’s ensuring that the message is relevant to their culture so that it motivates and inspires them to action. It maybe in Spanish or English depending on the product or service and where its placed.

For more information, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

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Who’s on First for Smaller Nonprofits Who Need More Fundraising Dollars? “Join Together”

Posted by Allan Vargas

web team Allan

 

Most of us don’t have a major donor who funds everything we need. So there has to be another way. Successful fundraisers know that unless they have a mega donor at their disposal they may have issues in raising sustainable funds, there are normally three steps in raising sustainable funds. Welcome to the three-legged stool.

Professional fundraisers know that we must first….Tell Compelling Stories…if we hope to…Create Meaningful Relationships…that can lead us to…Securing Significant Resources. To understand this better, let’s work the equation backwards.

Typically, 90% of the funds in a fundraising campaign come from 10% or less of the donors. To reach a critical mass of the wealthiest donors to fund the campaign, we need a bigger pool of donors to find not only the wealthy individuals/corporations, but to identify wealthy individuals/corporations who we have a great relationship with the nonprofit cause. Unless there is a meaningful relationship, that is result of hard work including focusing on these donors, we will fall short of our goals.

So, we will need a bigger pool of good relationships to draw a suitable number of committed donors. What if we don’t have a large pool of people who have good relationships with the nonprofit? What if our pool is small and hasn’t grown much over the last several years? Is there hope for the nonprofit? Who should we turn to is the answer!?!

So, what is the answer? Back in 1972, the rock band The Who, released the single “Join Together”. Who knew they had the answer for nonprofits today by joining together? Join us. For more information on the Who, go to YouTube and listen to the song. For more information as to how your nonprofit might join together and develop an effective cause marketing strategy, contact us. “Come on and join together with the band.”

The 4DV Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing and making visions a reality, can help connect corporate interests with the right nonprofit at the right time with the right message.


 For more information, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. visit our site at www.4dvmarketingagency.com

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Wednesday, 05 December 2018 07:34

EXPERIENTIAL EVENTS – THE RIGHT TEAM

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EXPERIENTIAL EVENTS – THE RIGHT TEAM

Posted by Allan Vargas

web team Allan

 

Over vacation I took the opportunity to reflect on 4DVmarketing and the reason we do well. The first thing I realized was that I owed a lot to the Marine Corps and the privilege of being an Officer of Marines. From the Marines I learned the importance of Selection/Organization, Training, Execution and Taking Care of Our People.

Selection/Organization
Selection is perhaps the most important element as you pick the right people for the team. Each candidate is personally interviewed prior to being selected. Once selected you organize them in such a way that each member of the team has a unique role that they play as a member of that team. In addition, each member is cross trained to be able to execute the duties of every other member of the team. Each team reports to a Team Leader. Three to four Team Leads work with a Market coordinator

Training
In the training phase our new employee learns 4DVmarketing values and what is expected from each individual. In addition, each individual learns about our clients their product line and how to present our clients product line to the public. All new employees will be assigned to work with an experienced employee for the first event. All teams have training on any upcoming event 3 to 4 days prior to the event via GTM.

Execution
The most critical part of the training is the execution. Every team member must understand their individual role in executing the event and the role of the next team member in case they have to execute that position. We keep our mission objective concise and logical so that each team member can execute and take pride in their contribution. Prior to the start of each event there is a team meeting to discuss the objectives for the event as well as safety.

Taking Care of Our People
We see this to include:
-Respecting their work
-Insure that they work within the norms established by 4DV Marketing.
-Being paid on time without fail.

Our people make the machinery work. We have the privilege of leading them.

For more information, please contact me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

Wednesday, 26 September 2018 04:26

Gen Y – Focusing on the Gen Yers

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Gen Y – Focusing on the Gen Yers

Posted by Allan Vargas

web team Allan

 

 

Gen Y – Focusing on the Gen Yers

Posted by Eric A. Becher, Ph.D., Director  

We’ve talked about Millennials and Generation Xers but what about those elusive Generation Yers? Born in the 1980s and 1990s, these well-educated and tech savvy consumers account for more than 20% of the consumer spending in the U.S. with the numbers only rising as they grow older with increasing amounts of disposable income. Generation Y consumers rely heavily on online reviews,

 

current information, and word of mouth from other Yers to make their decisions (Business News Daily) so social media is critical to your branding efforts. They value truth and integrity over traditional marketing strategies. So companies should begin to gradually shift more of their branding efforts to meet the needs of this ever increasing consumer base.

Generation Y wants brands that represent who they are as people. To effectively market to them, media messaging needs to be:

  • Honest, ethical, and genuine. 
  • Short, direct, and to the point. 
  • To capture their attention, the messaging needs to sometimes be humorous and surprising.
  • They value diversity and social causes. 
  • They buy experiences, not products. 
The need for an agile and constantly evolving media strategy for Generation Y consumers is important. They want to hear about innovation, they look for current information and reviews about the product from their peers, and they want to know how the company is connected to social cause that they believe in. Yers also are hungry for experiences that align with who they are as a person so connecting products to events and activities is critically important. With this in mind, companies need marketing assistance that is nimble and can help connect them to activities and social causes that are meaningful to them. In our opinion By capturing them while young will mean that you are assuring organic growth for the brand.
The 4DV Cause Marketing Team is uniquely positioned to help consumer and corporate interests come together by engaging Gen Yers through the targeted media efforts, experiential events, and targeted brand messaging. For more information, please contact us This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
 

 

Thursday, 06 September 2018 18:54

Gen X - An Overlooked Consumer Force

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Gen X - An Overlooked Consumer Force

Posted by Allan Vargas

web team Allan

 

Gen X - An Overlooked Consumer Force
By Eric A. Becher, Ph.D.,Director
With all the hype about Millennials, Generation Xers are often overlooked by marketers regarding their consumer power. They are the third largest population in the U.S. with 60 million adults falling between the ages of 35 and 55. More importantly, they are the largest influencers with 47% of Gen Xers supporting an aging parent and a grown child. Even more surprising is that they spend more than 31% of their total income giving them more spending power than any other generation (American Express). They are also expected to double their percentage of the national wealth by 2030 (Deloitte).

Born between 1960 and 1980, Gen Xers are also using digital ways of communicating and shopping utilizing their smartphones and laptops more than their millennial counterparts. At 70% they dominate the marketplace in terms of tablet use (Cook + Schmid). They have over 6 million Gen Xers with either a household income of $250,000 or more and a net wealth of $1,000,000 or more making them a powerful and influential consumer force. 50% of the entire Gen Xer population and 67% of the wealthier Gen Xers plan to travel for vacation each year; 33% of the Gen Xers and more than 50% of the wealthier Gen Xers plan on purchasing what would be considered a luxury item; and 40% are brand loyal.

Gen Xers often feel neglected by marketers and it is important for companies to maximize their efforts towards this generation. Companies benefit from a multi-platform approach to marketing their products to this generation. The 4DV Cause Marketing Team is uniquely positioned to help consumer and corporate interests come together by engaging Gen Xers through the targeted media efforts and messages. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message.


For more information, please contact us This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

 

Thursday, 09 August 2018 19:38

EXPERIENTIAL EVENTS – RESTRICTED BRANDS

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EXPERIENTIAL EVENTS – RESTRICTED BRANDS

Posted by Allan Vargas

web team Allan
4DV Marketing
by Allan Vargas
Restricted products are controlled substances that require special license and ID verification before dispensing. For us in this industry it is usually alcohol and tobacco. These products are regulated ATF and the FDA. 
For our teams this can be a daunting responsibility. Particularly if our Brand Ambassadors have never done this type Marketing. It is our responsibility to insure that that our brand teams are comfortable, knowledgeable and confident in what they are doing in case of an inspection. Here are some things we at, 4DV Marketing, feel important to securing these objectives:
 
  • Insure you have the proper licenses, paperwork and the booth is set up correctly.
  • Before the start of any event review with the whole team comportment, event objectives, safety and what to do in case of an FDA/ATF inspection.
  • The onsite manager, in our case the Market Coordinator is responsible for the management of the inspection. Once the agents identify themselves to any BA they are politely turned over to the Market Coordinator to manage the inspection. MC is to text the duty manager informing of the inspection. MC is to greet agents in a positive way. Ask for ID. Get a picture copy of ID on phone. Log time of day of inspection.  Be polite, answer their questions, present the appropriate documents if asked. If you do not know an answer say you do not know but will get the answer for them. Ask for specific feedback at the end of visit. 
  • MC is to immediately prepare a report to send the Duty Manager detailing the inspection. Duty Manager to contact 4DV principals with results. Depending on seriousness, a decision will be made of when to contact the clients. (Non-emergency on Monday morning after event)   

For more information, please contact me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
 

 

Monday, 02 July 2018 12:53

Millennials – A Powerful Consumer Force

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Millennials – A Powerful Consumer Force

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Although there is some debate about the exact age range of millennials, there is no debate as to their buying power. With over 80 million millennials somewhere between 18 and 40 years of age in the U.S., they average $200 billion in purchases every year (Forbes 2017). They also exert a great deal of influence on the buying tendencies of older generations. Given their general skepticism about traditional advertising, millennials rely on social media for purchasing decisions more than previous generations and strongly champion causes they believe in.

Some other statistics that should influence your marketing decisions include:

·     They control 25% of spending dollars in the U.S. and will increase to 65% by 2032 (Goldman Sachs 2017)

·     They are brand loyal with over 60% of millennials purchasing goods from the same company

·     91% of millennials want to buy from a company that gives back to social causes (Applied Psychology, University of Southern California 2018)

·     87% are willing to purchase products with an environmental or social benefit

·     Almost two-thirds of millennials use two or three devices for social media

Millennials see it as important to support corporations and brands who support their community. Companies benefit from a multi-platform approach to marketing their products and the causes they support. The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

Cause Marketing: What Stories Should We Tell?

Posted by Allan Vargas

web team Allan
4DV Marketing
by Eric A. Becher, Ph.D. Director – Cause Marketing

Nearly two-thirds of Millennials and Gen Z express a preference for brands that have a social point of view and stand for something. As such, it’s becoming more and more important for brands to align themselves with causes that demonstrate that they too want to make the world a better place for all.

The most important step is deciding the cause with which to align and in doing so, the most important things to remember are to choose from the heart; meaning it’s a cause the company and employees feel good about. The other is that the cause be related to the business in which you and/or the product operate. The next step after deciding upon the affiliation is communicating it to the target consumer. One way of doing this is by sharing stories that resonate with the audience. In doing so the narratives must take the following into account:

• Does the story educate the audience about the social cause and how it affects them?
• Does it highlight ways to contribute to stop the issues related to the social cause?
• Does it provide a way for target consumers to contribute and help eliminate the problem if it already exists?

But that’s not all, they must grab their attention and draw them in and this can be accomplished by developing messages based on the following:

• Achievements, Announcements and Celebrations
• Historical Stories
• Profiles
• Research Findings
• Programs/Events
• Future Initiatives and how to Get Involved

Regularly weaving a series of stories into the brand’s communications not only illuminates the social cause but can keep the target audience actively engaged. These stories can not only be told through social media, but through events where the audience can actually experience the message. The engagement yields great benefits for the corporate entity and the brand.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right audience at the right time with the right message. Millennials see it as important to support corporations and brands who support their community. They see their dollar as a vote.

For more infomation, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Thursday, 10 May 2018 01:31

Cause Marketing: Caring and Creating

Written by

Cause Marketing: Caring and Creating

Posted by Allan Vargas

web team Allan
4DV Marketing
Posted by Eric A. Becher, Ph.D. Director – Cause Marketing Initiatives

Simply defined, cause marketing occurs when a for profit company partners with a nonprofit charity or social cause for the benefit of both. Charities seeking a bigger audience or social causes needing a bigger platform to share their vision often do not possess the staff or the tools to create an effective Cause Marketing plan – one that can create social awareness while increasing brand awareness and ultimately sales for the for the sponsor company.

The statistics for these types of relationships are astonishing:

• Cause sponsorship is predicted to reach $2.14 billion in 2018 (ESP Sponsorship Report).

• Cause Marketing is good for business considering that 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue (2017 Cone Communications CSR Study).

• 33% of consumers are now choosing to buy from brands they believe are doing social or environmental good (Unilever Consumer Study).

• Gen Z consumers see their wallets as the primary way to get engaged in social cause efforts with 90% saying they would buy a product with a social or environmental benefit (2017 Cone Gen Z CSR Study: How to Speak Z).

The first major example of cause marketing occurred in the 1980’s between American Express and the Restoration Fund created to refurbish the Statue of Liberty. The launch of a new marketing campaign coinciding with the cause marketing efforts created amazing results. Credit card applications grew by 45% over the previous year and the Restoration Fund raised more than $1.7 million for the project. Since then, countless nonprofit organizations and companies have partnered to make a difference by working together. Businesses have extended their brand and are seen as a caring contributor in their communities while nonprofits have increased reach and sustainability.

The 4DV Cause Marketing Team is uniquely positioned to help nonprofits and corporate interests come together for a common good. Our years of experience in marketing, making visions a reality, can help you connect with the right nonprofit at the right time with the right message.
If you would like to discuss further, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com
Friday, 04 May 2018 01:26

4DV Marketing - Allan Vargas

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4DV Marketing - Allan Vargas

Posted by Allan Vargas

web team Allan
4DV Marketing

My name is Allan Vargas and I am the Managing Director at 4DV Marketing. I am writing to personally thank you for reading our News Letters and to give a special thanks to those that are following us. 4DV Marketing has been in operation for 16 years and everything covered in our newsletters is the reflection of experiences we have had during this time. We consider ourselves lucky in that we can wake up every morning to do something we truly love. For this we must thank our clients!

I began my career working with major CPG companies and have held titles from Manager to President. I have worked both in Domestic and International markets. I have always wanted to open my own shop taking the best of what I had learned and applying it to my own company.

When we created our company, we wanted a group of diverse people with a range of skills and cultures with one singular passion: creating unforgettable experiences. The beauty of the range of our people here at 4DV Marketing is that each of our world views is built into who we are as a brand and as an agency.

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We know the ins and outs of creating comprehensive consumer experiences. Through our unique 4-part approach and our experiential and digital solutions, we help our clients choose the best pathway to success: customer loyalty and increased sales.

We are prepared to meet any challenge be it from finding the proper way to promote restricted products to executing Cause Marketing events, both domestically and internationally.

Thank you again for reading our News Letters and following us. If you would like more information or want to chat you can reach me at 305.924.1050 or email me directlyat This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our site at www.4dvmarketingagency.com

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