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When to Partner With a Hispanic Marketing Agency

When to Partner With a Hispanic Marketing Agency

As a business owner or marketer you may be interested in marketing to the U.S. Hispanic market and you don’t know where to start. Well, you have a couple of options. You could roll up your sleeves and get your hands dirty trying to do it all on your own and see what happens. Or, you could reach out to a Hispanic marketing agency with years of experience in a variety of industries and let them take on the challenges that lie ahead. That leads me to my first question:

 How do you find a good Hispanic agency Partner?

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In this podcast Eric Diaz gives you advice from his five years of experience on how you can effectively partner with a Hispanic marketing agency. Learn about what internal capabilities an agency should have and how to assess their previous Hispanic marketing work. Also in this podcast, Eric explains what specific indicators you can look out for to determine a good fit between you and the Hispanic agency.

With so many important factors like how and when to partner with an agency, take a minute and listen to this podcast. Then you can …

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Women and Online Purchasing Power

Lately, there has been a lot of buzz surrounding Yahoo! CEO Marissa Mayer and Facebook’s COO Sheryl Sandberg as both are women in high-powered roles. Perhaps, some of the debate had something to do with last March being Women’s History Month or rather their prowess as leaders have put them in the limelight. Nevertheless, this debate has motivated me to take a look into current online trends among women as a whole.

What is the effect of women in social technology?

According to a recent study by Pew, 71 percent of women are users of social networking sites, compared with 62 percent of men, for which a similar trend was observed with regard to mobile use. Furthermore, women are more social than men when it comes to engaging with brands, buying products that they have seen ads for and making recommendations online. An interesting statistic also shows that women are leading in the online space commonly known to be dominated by men:

  • 47.2 % of Major League Soccer fans are women
  • 46.5% of MLB fans are women
  • 43.2% of NFL fans are women
  • 37% of NBA fans are women
  • Women spent 80% of all sport apparel dollars and
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Why Does The Latina Shopper Matter?

Who is the Latina Shopper?

As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.

Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.

Zoe Saldana for Lens Crafters Ad Campaign

Zoe Saldana for Lens Crafters Ad Campaign

 

Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):

  • 66 percent
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Marketers Perspective: 2012 Hispanic Retail 360 Summit

Every year there are scores of conferences that beckon my attention. They all claim to be the go-to event where you will not only learn key strategies, but also have the chance to connect with important people that will help your business grow.  Of course the budget of a small agency will not allow me to attend all conferences so I must be wise as I selectively choose. That said, last week I attended the Hispanic Retail 360 Summit in Los Angeles and I was extremely satisfied.

Good Conferences Bring Good People

Overall, from a marketers perspective on making connections, their is no better Hispanic marketing conference. That is a tough comparison too because the LATISM conference has great content, Hispanicize is quickly turning into a Latino version of SXSW, and both bring in great crowds.  However, in LA last week every time I sat down, I found myself surrounded by marketing directors and managers running some of the most iconic U.S. brands. And they were great, inspiring people who were normal and genuine; I spoke with the Stop & Shop marketing manager about efficient work-spaces. A Best Buy VP personally invited me to a gala in the city …
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Hispanic Retail – 2012 Conference

A Conference Not To Be Missed

One glimpse of the country’s purchasing trends, and you’ll quickly realize why Sofia Vergara is peddling an eponymous lifestyle line at K-mart—which also carries Cristina Saralegui’s home goods collection—and is a spokesperson for Pepsi. She—along with other Latino celebrities—represents the burgeoning Hispanic population that is conversely taking over America’s retail industry.

 

 

The Hispanic Retail 360 Summit is shedding light on this mammoth market during it’s eighth annual conference taking place August 15 – 17th at the J. W. Marriott at LA Live in Los Angeles, California. The conference and exposition aims to help retailers maximize their business with the growing Hispanic market in the U.S., and comes at no better time. Researchers from IBISWorld reveal that in 2011 alone, the overall buying power of Hispanics in the US hovered at the $1.1 Trillion mark, 9.5 percent of the US total.

Below is a video in which Lili Gil explains the top reasons to attend the Hispanic Retail 360 Summit:

Actor, Spokesman and Retired Soldier J.R. Martinez Will Keynote Hispanic Conference

The summit’s keynote, is J.R. Rodriguez,13 season winner of ABC’s “Dancing with the Stars”, 2012 Tournament of Roses …

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US Retailers’ Outreach to the Online Hispanic Retail Consumer

Hispanic Retail Marketing – SEARS/K-Mart Case Study

We hear and read daily about the increasing numbers of Hispanics in the United States.  The latest census results indicate Hispanics make up 16% of the US population and that this number will climb to 25% or higher by the year 2050[1].

Through our Facebook walls that sometimes resemble malls, we know that the retail industry is strategically using Social Media Forums to provide enhanced customer service, engagement and brand experience to their customers. Something that is clear regarding Social media best practices is that connecting, listening, and taking action are keys to success and the right path towards long term customer loyalty desired by all retailers.

How does this apply when Marketing to US Hispanics?

Sears outreach efforts at a Hispanic community event

To understand the fastest growing ethnic group in the US is not as simple as many may assume. Hispanics are a diverse group with deep roots in Latin traditions and are devoted family members. Hispanics are generally eager to be represented in all different aspects of American life, including being the center of marketing campaigns. As many recent studies show, Hispanics are active users of the internet, …

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