Situation
Connecta Telecom initially contacted Cazarin Web Group to help them market their new product to the Hispanic community. They had developed kiosks that enabled users to purchase calling card tickets with PIN numbers to make long-distance calls. The Hispanic population was the primary target demographic with local audiences as a secondary target. The future goal for Connecta Telecom is to expand their long-distance calling kiosks into worldwide markets. 

Research
Cazarin Web Group knew they would need to better understand the target demographic to effectively market to them. The only existing information provided to them was that they were marketing to Hispanics who needed to call long-distance with a calling card or credit. This meant that there was a lot more background information that needed to be gathered and evaluated before planning for any campaign could begin. To gather research data and information, Cazarin Web Group decided to place one of the kiosks at a booth at a Cinco de Mayo parade and celebration. By making this experimental kiosk and the booth stand out, they hoped to attract attention and gain trial with their target audience. Among the information they hoped to gather was how people used the machine, how and if it was accepted and how the tickets were produced.

The trial kiosk proved to be very useful in gathering primary research to answer some of the questions that existed about the target demographic. What was discovered was that the machines were indeed accepted and used, that women were most accepting of the kiosk and that older people tended to use it more than younger people. With this information, Cazarin Web Group could move onto the planning stage of the process.

Planning
Using the information gathered in the research step, Cazarin Web Group began to plan out their next move. They decided to place another kiosk in a permanent store location. This kiosk would serve to provide them with more research and information while exploring its usage, as well as introduce the service to the public and gain trial. Then they planned to design marketing materials around the kiosk to promote its use. New posters and brochures were designed and an advertisement was placed in a Hispanic newspaper to promote the new kiosk and the Connecta Telecom brand. 

Execution
Cazarin Web Group followed through with their plans and placed a first kiosk in a permanent store location. The posters and brochures were created. Posters were displayed and brochures were distributed at a grocery store in a Hispanic community so they would intercept the target market demographic in their home environment. The newspaper advertisement was designed and appeared as well.

Evaluation
Ongoing evaluation is currently being conducted and will continue to be conducted for many more months to fully understand how the first kiosk and the idea is being received by the public. The feedback as of now has been positive. Both parties have high hopes that the future of Connecta Telecom will continue to experience success working together with Cazarin Web Group.

Do you need a Creative Solution?

A full marketing package is the most effective investment that you can make with your start up capital. Cazarin will create your brand and identity for your practice from business cards to brochures and a well designed website. If you desire to start marketing to the hispanic population, as we share your passion and help you with ideas and services to ensure your success if we have the solution we will tell you, if not we will tell you where to find it. Contact us now!.

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