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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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Ahora los bebés vienen con un manual de instruccionesSM

Looking Beyond the :30 Spot

The Hispanic Mom Market



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



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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


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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




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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


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A few of Todobebé “Firsts” in the Market planning, expecting, raising babies

  • 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


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Research & Demographics planning, expecting, raising babies


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Rules of Engagement planning, expecting, raising babies

  • 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


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The Universal Truth About Moms planning, expecting, raising babies

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!


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A look at the U.S. market planning, expecting, raising babies

  • 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


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The Hispanic Birth Market planning, expecting, raising babies

  • 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.


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Values & Culture planning, expecting, raising babies

  • 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


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Online Club and Demographics USA planning, expecting, raising babies

  • 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!”


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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]


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Life after the 30-Second Spot and info in Spanish make a difference to Todobebé's audience*


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What’s Happening in TV? and info in Spanish make a difference to Todobebé's audience*

  • 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


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Alternatives to TV Advertising and info in Spanish make a difference to Todobebé's audience*

  • 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


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Balancing Show Integrity with Sponsor/Advertiser Desires and info in Spanish make a difference to Todobebé's audience*Organic Product Integration


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100 and info in Spanish make a difference to Todobebé's audience*th Episode of Todobebe Filmed at Disneyworld


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NEW TODOBEBE WEBSITE and info in Spanish make a difference to Todobebé's audience*

#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


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Ideas that leverage originally-produced content and info in Spanish make a difference to Todobebé's audience*

  • 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


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GRACIAS! and info in Spanish make a difference to Todobebé's audience*

Cynthia Nelson

Chief Operating Officer

[email protected]é .com

Office: (305) 438-1414

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