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A Look inside Multicultural Retail 360 Summit 2016

The week of March 21st I had the opportunity to interview Don Longo, Editorial Director of Convenience Store News, CSNews for the Single Store Owner and Multicultural Retail 360. Our agency, Nativa, is proud to be a media sponsor for the Multicultural Retail 360 Summit for the third consecutive year. For the past three years Eric Diaz, Nativa’s co-founder and I have attended this summit to learn innovative multicultural marketing ideas and network with top leaders in the retail industry.

This Q&A with Don highlights why you should mark your calendars for the Summit this August.

Hispanic Retail

http://www.thenativa.com/blog/why-we-are-attending-the-multicultural-retail-360-summit-2015/

Multicultural Retail Summit 2012

 

Natasha (Nativa): Could you tell me a little bit about how the idea for Multicultural Retail 360 Summit came about?

Mr. Longo: We started this event 11 years ago but it was called “Hispanic Retail 360.” This was during the same time period that the US Census came out and shocked many Americans with the news that Hispanic population growth had caught up to and even surpassed that of the African American demographic. Many did not realize that the Hispanic population was projected to grow at a substantially higher rate than all other ethnic segments over the next

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8 Insights to know about hispanic millennials, #8 Advertising

Advertising

AdvertisingUS Hispanic Millennials over-index in being receptive to advertisements and offers from brands about their products and services. Experian Marketing Services in 2013 discovered that 19% of Hispanics aged 18 to 34 are interested in receiving advertisements on their mobile devices, compared to only 9% of non-Hispanics of the same age group.  In fact 23% of Hispanic Millennials confirmed they would be likely to follow up and complete a purchase of products they had seen advertised on their mobile devices.  This can be compared with just 14% of non-Hispanics who reported the same.

Additionally, in 2013 Hispanic market research firm ThinkNow found that 77% of Hispanic Millennials confirmed that advertising received on their mobile phones provided information useful to them about new products and services they would consider for purchase.

 

There you have it. So whether you are actively pursuing the Hispanic Millennial market or simply care to know more about this group we sure hope that you enjoy this Hispanic mobile advertising report. Please take a moment to share with us via social media or our contact form about what your brand is doing to connect with this ever-evolving, and always interesting group!


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8 Insights about Hispanic Millennials – Mobile Usage, #7

Mobile

MobileSmartphones are a particularly beloved device among all Hispanics, and Millennials are no exception. Nearly three-fourths of Hispanic Millennials report owning a smartphone, compared with just 34% of the older generation. Why is this? you may wonder. Consider that Hispanic Millennials mobile usage is often impacted by the likelihood that they may live in multigenerational households with more people in them, where in these cases mobile devices offer special benefits: including privacy and freedom.

Some recently published facts from the 2014 Nielsen Digital Consumer Report include that mobile data usage is 16% higher among Hispanics compared with non-Hispanics. Hispanics are twice as likely to upgrade their tablets as their peers, and nearly half (49%) of all Hispanic respondents planned to upgrade their smartphones within the next 6 months.


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

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References:
http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen (#
http://issuu.com/azhcc/docs/2014_datos_az_book/1

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8 Things to Know: Hispanic Millennial Brands and their Preferences

Brands

BrandsHispanics have traditionally been classified as a brand loyal group. Conventional wisdom stated that if you can win the Hispanic consumer at a young age, you would have him/her for life. This has changed slightly over the years, and it is thought now that Hispanic Millennials can be placed as slightly less brand loyal than their parents’ generation, but higher in brand loyalty than their non-Hispanic Millennial peers. Nancy Tellet from Viacom’s Tr3s Digital stated recently: “They tend to under-index in sole brand usage in comparison to the slightly older foreign-born in the food and cleaning categories. But on the other hand, they have low usage of generic brands,” she explained. “They still want brand names, so they look for the best deal within a set of brands that they like.”

It is often mentioned that Hispanic Millennials can be a complex group to follow and understand. Hispanic Millennial brands and their preferences stand testament to this fact.

Want the full report with all 8 insights? Get it emailed to you by requesting it below.

Download Report:

 

 

Reference:
http://www.latinpost.com/articles/22616/20141001/hispanic-Millennials-are-not-acculturating-theyre-shaping-the-broader-culture-theyre-at-the-center-of-your-brand.htm

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8 Facts you should know about Hispanic Millennials, #3 Education

Education

Education 1

Hispanic Millennials continue to pursue higher education at significant rates.

It is inspiring to see that in 2012, nearly 50% (49%) of Hispanic recent high school graduates were enrolled in college, compared with 47% of non-Hispanic whites. This differs greatly from just two decades ago in 1995, when just 35% of recently graduated Hispanics enrolled in college compared with 44% of their white student peers.

More recently, in April 2014 a study from Hispanic Market research firm ThinkNow and Sensis Agency discovered that 84% of respondents who recently obtained a college degree also were planning to pursue a graduate degree. This compares very favorably as only 57% of non-Hispanic Millennial college graduates were found to have the same next step in mind.

This data shows very strongly the importance of education to the Hispanic Millennial and how this has evolved over time.

 


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

Download Report:

 

 

Reference:

http://www.hunterpr.com/who-we-are/articles/eMarketer_US_Hispanic_Millennials-Bridging_Cultural_and_Technology_Gaps%20(1).pdf

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8 Things to Know About U.S. Hispanic Millennials, #2 Social Media

Social Media:

SocialMediaThe evidence keeps piling up, as more studies confirm that Hispanic Millennials lead the general population in social media usage.

In 2012 the Pew Research Hispanic Center, a project of the Pew Research Center, shows that 84% of Hispanic internet users between ages 18 and 29 are users of Facebook, Twitter or another social networking site.

Specifically to the Millennial age range (18-34), Hispanics over-index in their usage of social media.  86% of U.S. Hispanic Millennials use social media, compared to only 47% for their non-Millennial Hispanic elders, and the younger group is also more likely to follow a brand on social media.

A recent study, commissioned by Unilever with its media planning agency Mindshare and performed by social media tool ShareThis, concluded that Hispanic consumers are twice as likely to share content or click on shared content than the general population.  They found that content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. It was also discovered that Hispanic consumers are twice as likely to purchase the products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase …

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8 Things You Should Know about U.S. Hispanic Millennials, #1 – Language

Language Pic.If you are a professional working in the Advertising or Marketing industries, it is very likely that you have spent considerable time thinking about the most effective way to reach and attract today’s Millennials and more specifically, U.S. Hispanic Millennials.
At Nativa we set out to provide you with 8 insights regarding Hispanic Millennials that can help you not only to understand this evolving market, but also to assist you in the creation of meaningful strategies to effectively reach this important market.
Hispanic Millennials are the second-largest group of Spanish-speaking Americans, and represent 17% of total U.S. Millennials. The median age of U.S.Hispanics is 27 (meaning the average Hispanic is a millennial) compared to 37 for the general market, a full 10 years older. The realization about how Hispanic Millennials are different than their mainstream counterparts in their consumption behavior and even from elder Hispanic generations has become an important lesson for anyone working in the advertising/marketing industry.


So let’s take a look at some of the main traits of the new U.S. Hispanic Millennials, shall we?

1. Language:
According to Hispanic marketing expert Mike Valdes Fauli, “Hispanic millennials are not acculturating; they’re shaping the broader culture. They’re

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Nativa’s Advantage as the Digital Multicultural Agency in Phoenix

320467_10150930103302967_344719277_nPhoenix, AZ – For the past few years, when you speak about Phoenix, Arizona and multicultural (Hispanic) groups or markets – some people may have felt uneasy due to recent national media coverage.

For us at Nativa as a digital multicultural agency, we see hope, opportunity and values.

The reality is that Hispanics have been part of this area longer than our nation’s union. The cultural implications, understanding and influence simply can’t be denied.

That’s what inspired our co-founder, Eric Diaz, to make a huge move from Columbus, OH, and open a branch in the West Coast 4 years ago.

Over 6 years ago, Nativa (formally Social Media Spanish) was born digital as a humble web design and social media management company. As the web evolved and social media and culturally relevant content marketing rose in importance, we were able to adapt to those trends and start creating some of our own. This natural progression pushed us to become a true multicultural digital agency. (It just felt right!)

Numerous great multicultural agencies have been here in Phoenix for years before us. But most, if not all, started as traditional agencies doing traditional work (print, radio, TV, etc.).

Because digital is …

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Natasha: Latina Entrepreneur of the Year

IMG_0320Natasha Pongonis of Nativa named “Entrepreneur of the Year” by Latina Style

“Land of the free, home of the brave,” will forever define immigrants who move our country forward. Yet freedom means nothing without brave people willing to put everything on the line for an idea, a belief and a dream. In today’s transforming American landscape, much like early in our country’s formation, the brave surface by their ability to lead. Leadership, now more than ever, is shaping the new America.

Natasha, a native Argentinean along with her business partner Eric Diaz, a second-generation Peruvian, are leading an agency that has become a great influencer and leader in the digital media multicultural marketing space.

“The key to staying relevant in this business is to be able to evolve with the market and to seize these new growth opportunities.” Pongonis said in a recent interview for the Columbus CEO magazine.

“Understanding how the Hispanic demographic advances and realizing how these changes affect digital conversations and the use of the many different platforms are key factors to ensure our success and that of our clients.”

Pongonis’ role in the Latino Startup Alliance and Hispanicize 2014: Latino Startup of the Year

One of …

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Collectivo – Filling the Hispanic Marketing Education Void in the Phoenix Valley

The Kickoff Event

This Wednesday night was the inaugural event for a new Phoenix area Hispanic marketing networking group named Collectivo.  Nativa has been active in supporting the new group by providing sponsorship for their first two events.

Attendees

Attendance was excellent at the first event; there was approximately 70 people who came to see what the discussion about the new Hispanic marketing group was all about.  The Office Pile coworking space venue was perfect for the event as it allowed people to freely grab an adult beverage and find someone new to converse with in this open environment.

 

Networking

There was great networking to be had at the Collectivo inaugural event.  A diverse crew assembled with a mix of people from all types of professions such as marketing agencies including Santy and Lane Terralever, web agencies like User 10 and Breeze Advantage, and Hispanic marketing professionals from numerous big valley brands and organizations such as …

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