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Multicultural Retailers: Q&A with Tracy Galindo of Jewel-Osco and Albertsons

With only two weeks left for the Multicultural Retail 360 Summit, we had the opportunity to have a one-on-one interview session with Tracy Galindo, Marketing Consultant at Jewel-Osco and Albertsons to learn more about her strategic multicultural retailers marketing and cross-cultural approach as well as to provide recommendations on how to get the most out of this year’s Summit.

Tracy is a passionate professional that enjoys embracing different cultures and languages through her work and lifestyle. She has been attending the Summit since its inception and we are so glad that we can share her perspective in multiculturalism and the MR360 Summit with you.

MR360Summit

 

Nativa: What excites you the most about this year’s Summit?

Tracy Galindo: Between the Cultural Immersion tour that visits supermarkets in Hispanic, Middle Eastern and Filipino communities, a stellar lineup of speakers, and a Special Keynote from the always entertaining John Leguizamo, there’s certainly a lot to look forward to.  However, one of my favorite parts of the summit has always been seeing how much fun brands have with their exhibits, and their sponsorship as a whole.  Last year we tasted Tabasco-infused ice cream, immediately followed by a reception featuring the spiciest cocktails

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How many US Hispanics on Facebook

A few years ago we provided an outlook as to how many Hispanics used Facebook. Now its important to discuss that the number of Hispanic Facebook users is on the rise, albeit not nearly as fast as for other social channels such as Instagram and Snapchat. It is also very important to note in which language you would want to launch your newly created Facebook page. Choosing between English, Spanish, or Bilingual is a key question when making a Facebook page to establish a business brand. So let’s review how many US Hispanics could potentially sign up as a fan on your brand’s Facebook Page.

How many Hispanics are English or Spanish Dominant?

In today’s environment there are 28.03 million US Hispanics on Facebook. Of that amount 31%, or 8.7 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. A higher number, 12.4 million Hispanics favor English and are more likely to become a fan of a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (7 million) are bilingual and consume content in either language.  The graph below sums it …

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Co-Owner, Natasha Pongonis Featured on LA MEGA 103.1 FM Interview

Nativa MEga logoNativa’s co-owner, Natasha Pongonis, was recently featured in an interview by radio station, LA MEGA 103.1 FM in Columbus Ohio.

In the recording, the announcer details how Natasha came from Argentina as an exchange student to the Ohio State University 10 years ago, where she met her husband and then moved to Columbus.  In 2011, as an advocate for the Latino community and with the desire to be an entrepreneur, Natasha started Nativa, a multicultural marketing agency, focusing on digital communications and relevant content creation.
IMG_0320With offices in Ohio and Arizona, Nativa’s sister company OYE! was also recognized as a Top Latino startup in 2014 and the only one with female ownership.

Natasha expects to continue growing and innovating within her profession. Congratulations Natasha for your accomplishments!

To hear the complete audio recording in Spanish click play below:

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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.

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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 to know about Hispanic Millennials, #5 Spending

Spending

 

SpendingIn an interesting study from BIA/Kelsey, it was found that nearly 18% of Hispanics surveyed said they use YouTube for local shopping, compared to roughly 10% of their non-Hispanic peers.  When considering the use of digital coupons, 84% of U.S. Hispanic consumers reported they performed online search for a coupon based on a peer recommendation, which compares favorably to only 71% of all U.S. consumers, which was an insight discovered from a U.S. consumer survey from Valassis. Further in that same report, 70% of U.S. Hispanics reported that they have used digital coupons found through social media, compared to only 54% of all consumers surveyed.  Finally, 61% of Hispanics stated having shared coupons via social media, compared to only 40% of all consumers.

In a 2013 study from Experian Marketing Services, it was reported that Hispanics are more likely to shop via the internet than the general market consumer. Overall, Hispanics’ share of online visits to the top 500 retail websites was over 20% higher than the general market.

Hispanic Millennials over-index in interacting with actors, artists and brands on social media channels. Therefore, brands should consider relationships with influencers as they are very important to this market …

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8 Facts to know about Hispanic Millennials, #4 Hispanic Culture

Culture

 

CultureHispanic Millennials want to stand out and be recognized as Latino and close to 70%, regardless of language, are focused on Hispanic culture and reward brands that acknowledge their culture.  Consider a recent Millennial marketing campaign in which Coca-Cola which created personalized cans in the summer of 2014 with common (and some uncommon) first names displayed right on the can.  In highly Hispanic areas of the country, consumers were pleased to find common names such as Alejandro, Marisol, Rodolfo, etc on these same cans.  This was a subtle cue to the Hispanic Millennial consumer that Coca-Cola is thinking about them too.

Also, consider the highly praised campaign from Toyota in which they allowed Latinos to request free bumper stickers that had inspiring messages such as ‘Somos Muchos Boriquas’ (Trans: ‘We are many Puerto Ricans’) as part of their Somos Toyota campaign. English speaking Hispanics ordered and proudly displayed these stickers as they are proud of their heritage, and this sticker allowed them to show this even if their preferred language was not Spanish.

As renowned Hispanic marketer Joe Ray states, “Think Bicultural, not bilingual.”

 

 


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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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What Makes Arizona Hispanics Unique?

In the business of mass communications, understanding American culture across the states is tough. Understanding minorities’ diverse cultures across the regions is even tougher. Now ask yourselves, what happens when you’re dealing with 1st, 2nd, 3rd and even 4th generation minorities in one place – all uniquely different?

All of these generations differ in backgrounds, customs, traditions, dialects and, of course, buying considerations/triggers.  Having so many different generations of Latinos in one region is part of what makes the state of Arizona so special. Another major reason that Arizona is unique is due to the homogeneity of country of descent from Latinos in the region.  While Latinos in other regions particularly on the east coast tend to be more diverse as far as the country of descent, Arizona is truly set apart by the dominance of Mexican heritage.  In fact, according to the 2014 Arizona Hispanic Chamber of Commerce Datos study, over 90% of Phoenix-area Hispanics are of Mexican descent, which compares to only 63% for the entire nation.

NATIVA_AZ_LATINOSThis statistic is huge when one recognizes the strong culture that Mexicans have, especially when considering the relevant customs and holidays that are shared by this group.
Making things

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