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Hispanic Marketing - Introduction

Fri, 05 Apr 2013 17:03:00 -0400

Some time ago, I stumbled upon a video by Univision, that introduced me to Hispanic marketing. I’ve been hooked since. As an advertising nerd, I leaped into this “new” area and immersed myself in research. Instead of letting it build up in binders and in my bookmark folder, I decided to share what I have learned - for there is someone out there who is bound to need this information. If you have any questions or comments throughout this mini-series, send’em my way!

Hispanics are not only Spanish.

They’re Spanish. They’re English. Y a veces, they’re both. [Spanglish].

“English is the language of the mind. Spanish is the language of the heart.”

Juan Fuara, expert of U.S. Hispanic Culture and author of The Whole Enchilada: Hispanic Marketing 101, could not have said it better when asked about Hispanic marketing at the Reaching Audiences Conference at Texas Tech University.

Now, I know what you’re thinking - “Hispanic marketing?! Why are only Hispanics being targeted? What does that mean? Who cares?”

Okay, okay.. you may not be thinking that, but over the next couple weeks, I’m going to answer those questions for you because, although you do not care now - you should AND you eventually will.

Why?

You’ve probably read the headlines - ”Hispanics Hit the 50 Million Mark in the Census.”

50 MILLION.

Hispanics are the largest, fastest growing minority group in the U.S.

Whether you want to admit it or not - America has a new face. And although there are many skeptics out there who are uncomfortable with the idea that minorities are making up the majority, business could not get any better with the new change.

So why should Hispanics be targeted? What sets them apart from other minority groups or the “general market”?

Let me break it down for you:

1 in every 6 people in the U.S. are Hispanic.
1 out of every 4 babies born each year are Hispanic.
Hispanics will account for 95% of the teen population growth through 2020.
The Hispanic population under 20 are 18 million strong, and growing!
If the U.S. Hispanic population were a country, it would be the SECOND-LARGEST Spanish-speaking country in the WORLD.
Hispanics are the 15th largest consumer economy in the world.
Post-recession, the Hispanic market has resumed it’s unusual pattern of growing faster than the general market.
Market analyst IBISWorld, in a special August 2011 report, estimated that overall Hispanic-American buying power totaled $1.1 trillion in 2011, or about 9.5% of the U.S. total.
By 2015, Hispanic buying power will hit $1.6 trillion, IBISWorld forecasts, growing at a 48% clip, compared to about 27% for the entire nation.

Do you own or market a business? Do you target Hispanics?

Over the next few weeks, I’ll be breaking down Hispanic marketing, touching base on everything from target audience do’s and dont’s to social media, and the power of technology.

Check in next friday, April 12, for Part 2 - Target Audience: Myth & Realities.

Sources:

Univision - “The New American Reality”

Forbes - “Don’t Sell to Me! Hispanic Buy Brand that Empower Their Cultural Relevancy”

Just One of Those Days...

Wed, 03 Apr 2013 13:38:00 -0400

It took my three months to finally get a start on my New Year’s Resolution and after my first post, I disappeared for three weeks.

Horrible Blogger of the Year Award goes to….

In my defense, I didn’t want to disappear for three weeks. On the contrary, I actually had my weeks planned out with cool blog post ideas and lots of studying time (I’m a grad student, remember?!). Unfortunately, my beloved sister who I love so much brought the stomach flu home with her from dance… and after the #OBF (Hashtag Official Boyfriend) and I got it, I didn’t love her so much.

The first day with the flu was the most painful day in my life! And after being prescribed feel-better-goodness, I slept for six days. SIX DAYS! Followed by another three days of recuperating before I was starting to feel good as new.

Unfortunately, being in a stomach flu coma meant missing out on life. I had my weeks planned, full of cool blog idea posts and lots of studying time. But instead, I’ve been playing catch up.. NOT cool.

So, although I have a cool new marketing mini-series planned for SSOM, I thought I’d make my debut back from my flu hiatus with a little fun recap of what I’ve collected over the past couple of weeks.

Since my last post…

I am one step closer to receiving my AARP card in the mail. I was fairly excited about celebrating my 24th birthday until a friend from college said he hadn’t seen me in six years.. Has it really been six years since I was 18?! (insert emotional breakdown here) Dre and the #OBF transformed the house into Hogwarts overnight. What other 24 year old do has a Harry Potter themed birthday? Even Brady got in the HP spirit.
I got my first set of golf clubs. Yes, I am now a participant of the “old man” sport and I LOVE it. I’ve spent hours at the driving range perfecting my swing (more like hurting my arms and back) Lorena Ochoa better watch out!
I spent too much time trying to memorize the History of Rap - Part 4.
Blake Shelton & Jimmy Fallon stole my heart with their cover of “Hey, Ho.”
I jumped on #TeamShakira!!! I’m an Xtina fan, but I think Shakira should be the permanent replacement. By the way, The Voice has definitely been taken over by Latinos - I love it! Cathia’s version of “No Me Doy Por Vencido” has been one of my favorites. For those of you who watch, which performance has been your fav?

This was more rambling nonsense than valuable information, but I’ll definitely make it up to you Friday!

Lately, I’ve been working on Hispanic Marketing research and being the agriculture major that I am, I’m linking the two. Starting Friday, the Hispanic Marketing in Agriculture mini-series will begin! Tell your friends, tell your momma, tell your cubicle neighbor and come check it out!

Last minute thought: In honor of the Mad Men season premiere on Sunday, here’s one of my favorite Mad Men quotes..

Happy Wednesday!

True Story, Little Tokyo.

Sat, 16 Mar 2013 15:16:00 -0400

At this time last week, I was freaking out over my Spring Break to-do list. “I have to write! I have to clean the house! I have to take Brady a bath! I have to read! I have to study! I have to work!”

A week later, I am sitting out in the yard with a cold beverage, listening to Cyndi Lauper, as I catch up on online gossip news and watch Jimmy Fallon videos on YouTube (the History of Rap 4 is out, btw). Have I completed anything on my “Spring Break to-do list?”

No.

Well.. okay, I did clean the house, but no reading, no writing, no working, and definitely no bath for Brady (she isn’t complaining).

Instead, I decided (after Craig’s “You need to stop complaining and relax!” talk) to enjoy #SB13. We kicked off the week with the biggest day of @BradyTheBasset’s life – graduation from doggie obedience school.It was a long six weeks, but she definitely earned her certificate. Maybe now she’ll stop dumpster diving..

This week was also my sister’s first dose of a college spring break. I felt the pressure to show my 14-year-old teen that, contrary to her belief, I could be a crazy out-of-control college kid, so we decided to go all out. We took a trip to the American Quarter Horse Association Hall of Fame and Museum in Amarillo, followed by vandalizing cars at Cadillac Ranch. I know, I know.. my parents would be proud.

This week we also celebrated Mr. Craig’s birthday with a calorie-crazy breakfast, a little drinking, eh, I mean golfing.. A big steak and a #DuckDynasty themed cake. And for the record: the cake idea looked a whole lot better in my head.. it was a lot harder than I thought it would be, but luckily, Dre came to the rescue with her fondant ducks. True story, Little Tokyo. (It’s Craig’s new catch phrase. It doesn’t mean anything, but it makes you think… okay, it’s a little silly, geez!)

So, maybe I wasn’t as productive as I should have been or would have liked, but I enjoyed my time off. But now that the week is coming to an end, I think it’s time to scratch one more item of the to-do list – it’s bath time!

Bienvenidos!

Fri, 15 Mar 2013 18:09:46 -0400

My New Year’s Resolution was to taking blogging a little more serious.

*Looking at my calendar*

I realize it’s the middle of March. Apparently my second resolution (cut the procrastinating) hasn’t been enacted either. -_-

Most of you may not be aware, but I’ve been in the blogging game before it was cool (That’s right, way back in 2006). Although there is no longer a trace of my old blog (I’m sure it’s on some server farm somewhere), this isn’t my first rodeo.

But it feels like it.

My last blog was dedicated to my love/hate relationship with Texas football. It was a place where I ranted on and on about my Final Four predictions, my infatuation with Steph Curry, and pictures of Mark Teixeira’s rear end. And although I still post occasional pictures of Teixeira’s rear end, my interests have changed (for the record: I am still a sports nut) and it’s time that I make a more normal approach to blogging… err, well.. not completely normal.

So here it goes – to a new blogging beginning!