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CASE STUDY: FLYER DISTRIBUTION at the international entry points - Texas

As Marketing Director for GMG marketing agency there was an increase in American brands trying to acquire market share from the Mexican cross border shopper. Named one of the most important segments to inject the Texas economy with over $2.3 billion dollars annually, this audience can be captivated by flyer distribution in the Mexican border. The lines extend for hours at times and the window of opportunity for company's call to action to entice this important segment to spend money in their products.

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Hidalgo entry point flyer distribution gmg agency llc

PROBLEM

The traveler is now bombarded by what can only be described as a bouquet of marketing flyers with various companies trying to get their attention. This is being delivered by not just GMG Marketing Agency but other distributors. Increase in flights and a decrease in vehicular border crossings limited the frequency of reaching this target market.

RESEARCH

The cross border shopper is not lowering their windows. During research, interviews were served on the spot and surveys were filled by those crossing the border. The customer perceives the value in receiving the material but also sees the mess that is left behind. Auto floor mats being hidden by the artificial foliage of "Save" and "Coupon" flyers promising savings for this customer who shops with cash.

COMPETITIVE LANDSCAPE

Several independent and big name companies have recognized the funnel created at these entry points. Drivers would skip some distribution teams to go directly for the flyers in color, neatly wrapped and featuring their brands. user experience flag. A hypothesis developed which later would become a real need for a quality, product that would not just serve as a floor mat after reading.

GOAL

Create a product that will captivate this audience, increase chances of acceptance and prolonged shelf life.

USER EXPERIENCE

A 2009 study by the Dallas Federal Reserve found that the Mexican cross border shopper made the long trek to the united states because the Mexican stores lack the quality and range of merchandise amongst the main reasons.

Quality and range of merchandise was exactly what the Mexican shopper needed to experience at the international entry points. That's when an open discussion occurred and the idea of creating a full color high quality publication with range of brands / products came to reality.

“ 40 percent said if wait times to cross the border exceeded one hour, they would reduce their cross-border shopping trips and purchases by one-third (33 percent). That represents a 13.2 percent (40 percent x 33 percent) drop in purchases overall.”

— Texas A&M International University Study 2004

QUALITY

During our research our team observed over 70% of the time the Mexican traveler avoided the distribution teams with black and white flyers.

" I like the pictures and I can see what it really looks like. We are short on time and don't have time to go to a store to be disappointed that the item does not look like the picture. "

-J.M interview 2009

Time is valuable for this market.

TIME IS MONEY

The majority of the people surveyed had their trip all mapped out. Trying to captivate and entice the Mexican cross border shopper to change their plans is a challenging task.

Increasing violence in mexican border towns didn't make things easier.

TRENDS: SAFETY & FREQUENCY

According to U.S. Customs and Border Protection, the volume of Mexican passengers arriving in private planes increased by 93 percent at McAllen Miller International Airport in just the first two quarters of 2011.

Along with the increase in flights the cross border shopper was also limiting the amount of trips. TxDoT reporting lower crossing numbers at the international entry points meant another variable that limited marketing frequency and reach.