Blog Archives

Hispanicize Your Marketing Plan

3 easy ways to find out how Hispanics are impacting your brand’s performance Although Hispanics will account for 75% of U.S. labor force growth from 2010 to 2020 and are already driving new demand for homes, cars and goods for

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Posted in Advertising/PR, Best Practices

Total Market Strategy For Public Awareness Campaigns

Best practices and opportunities from Every Student Present initiative to reduce high absenteeism in New York schools. The Every Student Present public awareness campaign, spearheaded by the Council on Children and Families (CCF), helps school leadership, parents, and communities to

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Posted in Advertising/PR, Best Practices

5 Steps To Avoid Pitfalls in Hispanic Marketing

How to determine if the big brands’ approach to targeting Hispanics is right for your brand. While it is beneficial for marketers to learn about the Hispanic marketing tactics that are working for big brands (as in this USA Today

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Posted in Advertising/PR, Best Practices

Targeting ethnic groups without alienating the broader market

Lessons from political advertising for the 2013 New York City (NYC) elections. Cultural relevance is a key consideration for politicians wanting to gain votes in NYC. Due to its longstanding history of international immigration and the size of its various

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Posted in Advertising/PR, Best Practices

Should you launch Hispanic-targeted products?

Keep in mind 4 things prior to launching a line solely for Latinos as the strategy to grow your brand’s Hispanic market share. The recent buzz about the success of Hispanic malls and J.Lo’s Viva Movil Hispanic-targeted cell phone shopping experience, or Mintel data showing

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Posted in Best Practices, Merchandising, Product Ideas

4 Questions to Ask Before Targeting Hispanics Online

Focus on user behavior and customer experience, not just on language. Two Hispanic digital marketing experts that I had the pleasure to meet 10 years ago while building the business case for e-commerce in Spanish for Sears are now engaged

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Posted in Best Practices, Digital

How to execute multilingual packaging

Ideas to minimize clutter and mitigate the risk of backlash by mainstream shoppers. Adding in-language copy to product packaging is one way that brands can strengthen their emotional connection to ethnic customers. However, many companies hesitate in doing so for

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Posted in Best Practices, Product Ideas

Tailoring Mainstream Ads to Specific Segments

Here’s a good example on how to solve the paradox of presenting a brand consistently to all audiences while speaking to the unique needs of a new target audience. Vichy Laboratoires, a L’Oréal company, advertised its Neovadiol GF anti-aging skin

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Posted in Advertising/PR, Best Practices

C-Town: Food Store of the Future?

Learn how C-Town profitably meets the needs of diverse shopper segments. C-Town Supermarkets are part of Krasdale Foods, a grocery wholesaler that supplies over 7,000 Krasdale-branded, private-label, regional, ethnic and specialty food items to food retailers. Its stores are primarily

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Posted in Best Practices, Merchandising