Blog Archives

3 Ways to Improve Obamacare Hispanic Marketing

Ideas for WellPoint and Blues competitors to capture market share among Latinos. Hispanics are critical to the success of the Affordable Care Act (ACA) and a key source of incremental market share for insurers, since they are disproportionately more likely

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Posted in Advertising/PR, Opinion

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

Travel personalization for U.S. Hispanics [INFOGRAPHIC]

Why and how to tailor your business model to U.S. Hispanic travelers, an attractive market on par with Canada and many countries in the European Union. The unofficial end of the summer season—Labor Day weekend—is coming up soon.  As marketers

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Posted in Infographics, Insights

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

Jeans: What’s “Hispanic” About Them? – Part II

Product fit is another way to appeal to ethnic shoppers beyond language. Recently, I wrote about Hispanic initiatives needing to go beyond the translation of marketing messages and how a retailer might adapt its merchandising for jeans to appeal to

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Posted in Merchandising, Product Ideas

Jeans: What’s “Hispanic” About Them? – Part I

Go beyond language to increase sales among ethnic shoppers. Many executives assume that the need for a Hispanic marketing program stems from a language barrier. Since US Hispanic growth is mostly due to births, they conclude, investments in Hispanic marketing

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Posted in Insights, Merchandising

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