latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Friday, October 29, 2010

7 reasons to target the Hispanic Market

Good post by Gus Razzetti from StrategicSense laying out 7 reasons he uses to neutralize the most frequent rejections about marketing to the Hispanic market.

1. Hispanics represent a huge segment (don’t get caught by the word minority):
-- About 1/3 of U.S. population is either Hispanic, Asian or Black (doesn’t include 4 million Puerto Ricans).
-- 23 metro areas have more Hispanics than whites.
-- 326 counties where ethnic minorities are the majority—many of the largest, such as Los Angeles, New York, Chicago and Santa Clara.
-- Only 1 in 5 new households in the U.S. in 2009 were non-Hispanic whites.
2. Latinos presence keeps growing
-- Hispanics contributed 52 % of population growth since the year 2000
-- There are 9 births for every death. For non-Hispanic whites, the ratio is 1-to-1.
-- By 2015, population 3 largest ethnic groups will be: 110.5 million and Hispanics will represent nearly 50% of population
-- 80%+ of the U.S. population growth in the last 10 years has come from ethnic minorities.
3. Hispanics do have money to spend
-- Hispanics plus Asians contributed 2/3 of annual spending growth in 2010.
-- Hispanics form 16% of the population but nearly 50% of consumer spending growth in 2010.
-- Due to younger age, longer life expectancy and robust spending, acquiring multicultural customers today are worth far more than non-Hispanic whites.
-- Latinos over $2.5 million and Non-Hispanic whites less than $2.2 million over their life span when acquired today.
-- Buying power of Hispanics and African Americans is around $2 Trillion dollars, larger than Brazil’s entire economy was in 2009.
4. Latinos will have a bigger impact in your future than you think
-- 92% of retirees are non-Hispanic and American’s depend increasingly on Latino taxpayers.
-- Hispanics voted for Obama over McCain by 2-1 margin
-- Nearly 20% of congressional districts that will hold elections during the upcoming midterm cycle have a Latino population of at least 25%
-- Increasing levels of naturalization along with trends in voter registration results in an increasingly important electorate: politicians are catering more and more to Latino interests.
5. Hispanics are influencing mainstream
-- Online Hispanics have proven to be tech-savvy media trendsetters.
-- 40% of Latinos are creators (333 Index vs General Market) creating their own content: publish a blog or own website, upload videos/music, etc.
-- According to Ken Muench, 31% of the new Oxford English Dictionary words reflected crossculturalism, and many are food and entertainment-related, such as anime, telenovela, guayabera, taqueria, huevos rancheros and cilantro.
-- 75% of hip-hop music is sold to White youth.
6. Latinos have a strong (bi) cultural connection
-- Don’t overestimate the impact of US born or second generations, only 8% of Hispanics are assimilated.
-- 70% of Latinos are Bicultural and 22% still unacculturated.
-- 80% of Biculturals say that it’s very important for them that people know that they are Hispanic.
-- 95% agree that being a part of the Hispanic community in the US is extremely important to them.
-- 80 percent of Hispanics are bilingual and about 20 percent are dependent on English or Spanish.
7. Hispanics respond positively to specific (inclusive) marketing efforts
-- The uniqueness of this segment’s mindset and values requires relevant marketing efforts.
-- In culture campaigns tend to perform much better than adaptations
-- Sensis reports results of 200-300% difference in Hispanic response to digital ads.
-- 64% have responded to direct mail advertising compared to just 46 percent of the general U.S. population in the same period of time.

Sources: US Census Bureau, Geoscape, Ad Age, Mobile marketer, Pew Hispanic, AOL, Sensis, DraftFCB.

Labels: , , , , ,

Thursday, October 28, 2010

Hispanic market catching eye of investors

Spanish-language advertising is big business… and only set to get bigger, making the Hispanic market lucrative for investors, says an article on Investment U.

Now exceeding $2 trillion, it’s set to grow by half by 2013, many companies’ success depends on wooing these consumers, the article says. Even during the recession, brands like Coca-Cola, Verizon Wireless and Comcast have increased their spending on Hispanics.

Labels: , , ,

Details released for 2nd Hispanic PR & Social Media Conference

Hispanicize 2011, the 2nd Annual Hispanic PR & Social Media Conference, will take place at the Renaissance Hollywood Hotel & Spa in Los Angeles, April 6-8, 2011. The event is a partnership of the Hispanic Public Relations Association (HPRA), the Hispanic PR Blog and the soon-to-be-launched Latino social media content/networking site, the conference will be held at Hollywood's famous . The event's web site is

Labels: , ,

Monday, October 25, 2010

Largest U.S. TV network will soon be Hispanic

... so says a Brandweek article as a result of the demographic balance tilting away from an Anglo majority. One top network researcher in the article calculates that Univision could surpass the Anglo networks in 7 years, even without the boost provided by growth in the Hispanic population.

Labels: , , , ,

Thursday, October 21, 2010

Hispanics have 9 births for every death, 1-1 for non-Hispanic whites

Among the Hispanic population, there are nine births for every death. For non-Hispanic whites, the ratio is 1-to-1. This and other interesting facts are listed in an article, "27 Twitter-Ready Consumer Trends You Need to Know" in Advertising Age.

Other facts included:

-- Only one in five new households in the U.S. in 2009 were non-Hispanic whites.
-- Twenty-three metro areas already have more Hispanics than whites.
-- Millennials outnumber the boomers, and as they move into their 30s and 40s, they will drive the economy.
-- Twenty-four percent of births are to Hispanic moms, up 10% from 1990.
-- Births to white women have dropped 12%.

Labels: ,

Tuesday, October 19, 2010

Tactics are good, but let's focus on the strategies

ClickZ has a good article that outlines some facts about the Hispanic market as well as what some companies are doing to capture the market.

What the article, and many that I read in the industry, misses is focusing/discussing the strategic shifts that many companies are taking to make the Hispanic market a key and, in some cases, core aspect of their growth strategies in the short- and long-term.

Examples of what companies are doing serve the industry well by raising awareness and building credibility. However, we can't just focus on the tactical "what" that companies are doing ... we need to focus on the strategic "why" and the results they are attaining.

The "why" is often predicated on the fact that for many of the companies, certainly those cited in the article, their customer base has dramatically shifted ... and so has their revenue streams. For example, General Mills knows that Hispanics spend more on groceries than any other demographic and Quest knows that Hispanic mobile phone usage is helping to fuel the industry as a whole. These are some of the reasons "why" they are doing what they are doing.

Smart companies like these know that they need to "fish where the fish are" and these are the companies that will thrive in a rapid-changing demographical landscape.

Labels: ,

Monday, October 11, 2010

General Mills Inc. Launches First Spanish Language App for iPad

General Mills Inc. launched Que Rica Vida Recetario, a Spanish-language app for the iPad, providing access to more than 900 Latin-inspired recipes, in 12 different categories. The app is available at no charge on iTunes.