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

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

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

What makes a story uniquely “Hispanic”?

Neither “Dirty Girls” nor “Devious Maids” – I’d say its the Latino drive to overcome (instinto de superación). I have been following the debate on whether Hollywood is perpetuating the stereotypes represented by Eva Longoria’s “Devious Maids” (Hispanics are servants,

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Posted in Insights, Opinion

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