Case Study Bi-Lingual SMT-RMT

Since Latinos commonly switch between English and Spanish to get their news, NBN strategists and their partners at Ogilvy knew that a bi-lingual SMT/RMT, with spin-off RNRs in each language, was the right tactic.

It was the best way to leverage their talent, Author/Nutritionist Claudia M. Gonzalez, who is well-known in the Latino community and the right fit for the conversational nature of the topic. It was also the optimal way to reach as many Latinos as possible for their budget.

Using English-speaking and Spanish-speaking bookers, NBN targeted English and Spanish language stations in the top 20 DMAs with the largest Latino populations.

During the tour, the spokesperson and her interviewers easily conversed in a mix of both English and Spanish, reflecting the speech patterns of Latino-Americans at home. When creating the RNR, NBN made dual language versions for broader reach than an English-only RNR would allow.

After the tour, soundbites from the SMT/RMT were cross-purposed for use in the two RNRs for even wider distribution.

Results

Combining radio and television interviews into a single tour optimized target and reach, enhanced the ROI and utilized studio time effectively.

SMT	8.1 million viewers
RMT	5.1 million quarter-hour listeners
RNR	2.5 million quarter-hour listeners
Total audience: 16 million

Take away:

• To optimize Latino outreach with broadcast PR, an SMT-RMT is the ideal tactic.

• Combining radio and television interviews produces a larger gross audience reach and better market penetration.

• When booking, target Spanish and English-language broadcasters in the top 20 DMAs with the largest Latino populations.

• Spanish and English RNRs are excellent low-cost spin-offs that reach large numbers of listeners.

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