Category Archives: Uncategorized

Spanish Language Domain Names and Content Are a Powerful Combination to Attract Latinos

Increasingly, companies are registering domain names that are distinct from their English sites to ensure an authentic look and feel. For example, McDonald’s has a separate site for Hispanics, www.meencanta.com, a play on its “I’m lovin’ it” phrase that still sounds memorable and positive in Spanish. Avoid simply using a sub domain, or you may be sending the message that the Spanish site is less important than the top-level domain from which it stems. ...continue reading article...
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7 key growth Drivers that will propel 2014 Hispanic Marketing

One thing is clear by now, the "Total Market approach" has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Publicis Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes culturally appropriate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year's ANA Multicultural Marketing Conference uses the term Cultural Fluency:"Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular." ...continue reading article...
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The U.S. Hispanic Market Demographic-on the Move

I often say the Hispanic market in the U.S. has been changing as quickly as it has been growing the last 15 years. One of the biggest ways it has changed is geographic distribution. One only has to take a quick glimpse at the following heat map to understand how the Hispanic population is spreading to what demographers increasingly refer to as “nontraditional” Hispanic markets. ...continue reading article...
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Retailers Target Hispanic Shoppers

A few words used repeatedly start to sound like a chorus when Macy’s talks about unveiling its new line of clothing and accessories with Thalía Sodi, a Mexican pop star: Curves. Prints. Color. And the one perhaps used most, which signals this venture’s true value, is “Latina.” “This is an amazing opportunity to deliver to the Latin consumer,” Ms. Sodi said, who described the brand as “specifically focused” on Hispanics. “The dresses will be stylish and sexy, but not too simple. Colorful prints, nice contouring to flatter the body.” With the collection, the company joins media companies, political parties and other major retailers like Kmart, all of which have been showering attention on the country’s fast-growing Hispanic population ...continue reading article...
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BIG BRANDS TARGETING THE LATINO / HISPANIC CONSUMER

When Fred Diaz joined Nissan in April 2013 to lead the company’s day-to-day operations in the U.S., he was pleased by the robust figures that spelled out how much the automaker was slated to spend on ads aimed at Hispanics. “There was no need for me to do any arm-twisting or insisting that we needed to do more,” says Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers. ...continue reading article...
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Spanish Will Always Be Critical for Reaching Hispanics Online

Regardless of language preference, for Hispanics there is nothing more culturally relevant than Spanish and the amount to which they use it —and the way they use it— might evolve as they become more acculturated and embrace technology, but research shows Spanish will remain central to their identity. A 2012 report found that “three-quarters of U.S. Hispanic adults prefer to speak at least some Spanish” (75%). The study looked at language usage by generation and confirmed that 45% of third generation Hispanics say they prefer to speak Spanish at least some of the time. ...continue reading article...
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Profile of the U.S. Spanish Speaker Online : A Vote For Spanish Language Website Content

Spanish language is key in attracting and leading to action of Spanish speaking internet users here in the U.S. Language represents a strong connection to culture and should play an important role in marketing messages. Among Spanish-preferred it goes without saying that ads in Spanish are critical. What is surprising is that it is also important to bilingual and English-preferred Latinos. Advertising in Spanish makes them feel their culture is respected and they are more loyal to those advertisers. ...continue reading article...
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Why the Latino and Spanish Speaking Consumers Will Revive the American Economy

Hispanics are still the fastest growing population in the U.S., and their numbers are predicted to soar another 167 percent by 2050. This growth has impacted several key demographic characteristics that are shaping the Latino consumer segment as an economic powerhouse, including higher education attainment, increased workforce presence, higher earnings, and surging buying power currently in the neighborhood of $1.2 trillion. At 52 million strong and growing, Hispanics are also the largest minority group on U.S. college campuses at 16.5 percent, and the number of Latinos with a bachelor’s degree or higher has nearly doubled in the last 10 years. More education means more jobs and higher salaries. ...continue reading article...
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Advertisers Waking Up to Hispanic and Latino Television

In “El Capo 2,” one of the first original shows on new U.S. Spanish-language network MundoFox, a Colombian drug kingpin fights off challenges from all sides, the U.S. authorities, rival cartels in Mexico and the victims of his violence. The show, from its origins and target audience to its plot, is emblematic of the escalating battle over Hispanic television viewers in the United States. In the world of U.S. Spanish-language television, Univision stands at the top with a majority of the audience while Telemundo nips at its heels. Other networks such as Azteca America and MundoFox are trying to carve out their own piece of the market, one that shows great potential for growth and increased interest from advertisers. ...continue reading article...
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Hispanic and Latino Community Remains Untapped Banking Market

Credit unions from the West Coast to the South and the Midwest are waking up to the fact that reaching out to potential Hispanic members is an important part insuring a growth for the industry. According to U.S. Census Bureau estimates, there are roughly 52.0 million Hispanics living in the United States, representing approximately 16.7% of the total population, making people of Hispanic origin the nation’s largest ethnic or race minority. The U.S. Hispanic population is estimated to reach 132.8 million by 2050. ...continue reading article...
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