Analysis: 7 Key Questions about Hispanic Marketing You Need to Address
Portada’s Annual Hispanic Advertising and Media Conference in New York City next week offers a good reason to reflect on the state of the Hispanic Marketing, Advertising and Media industries. The opportunities, challenges and key issues our sector faces are all reflected in the events agenda. Let’s take a look at 7 key questions:
1. The Language Question
The Language-Question: English, Spanish or both? is a crucial issue marketer targeting the Hispanic demographic need to learn about. Until recently, reaching out to the Hispanic demographic meant to do it in Spanish, Not anymore: With the launch of new TV properties (see NuovoTV), digital media (e.g. NBC Latino.com, Voxxiand FoxNews Latino.) and print properties (e.g. Cosmopolitan for Latinas) marketers have many options to reach Hispanics in English and “in culture”. Felix Palau, VP Marketing, Tecate, Maria Rodas, Multicultural Marketing Manager, General Mills, Marc Strachan, VP of Multicultural Marketing Diageo and Javier Garcia, GM U.S. Hispanic Market, Yahoo! will share their experiences in a panel moderated by Portada’s Senior Correspondent Laura Martinez.
2. Hispanic Marketing “Nice to have “or “Must Have”?
According to a recent Nielsen white paper (The State of the Hispanic Consumer – The Hispanic Market Imperative), “many companies believe that significant growth opportunities come from outside the U.S., but the Hispanic market offers unique growth prospects within our borders”. “If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world. What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India and China).” However,believe it or not, many C-level marketers in Fortune 1000 companies do not understand the strong rationale in for Hispanic marketing. The Retail Advertising panel at our upcoming Annual Conference, will explore these and other questions. Maria Cristina Rios, Director Multicultural Marketing & Media Strategy, Macy’s, Ronald Mendez, VP Group Account Director, MPG, who manages the Autozone and Sears-Kmart accounts, and Dawn-Marie Gray, Senior Marketing Manager Multicultural, CVS will be panelists of this pane, which will be moderated by Trevor Hansen, CEO, EPMG.
3. The Role of Celebrities enforcing Marketing Messages targeting Hispanics
Celebrities play a major role in engaging the Hispanic Consumer (see for example Jennifer Lopez partnership with NuvoTV). Norma Lujan , Director, Multicultural Marketing, L’Oreal USA and Melissa Smith, EVP at RLR Public Relations will explore how celebrities leverage publicity for a brand. They will show examples of how celebrities strengthen marketing message targeting Latinas . They will discuss the role of traditional media in celebrity product endorsements as well as grassroots and social media efforts. In addition, they will look at how Hispanic celebrities impact marketing messages that go beyond the Hispanic population.
Read more at Portada.