3 Tips For A Better Hispanic Marketing Campaign

Targeting-Hispanic-Consumer-with-Power-DirectThe Hispanic market represents a huge potential and challenge for every marketer. As reported by AdAge, US Hispanic media spending grew faster than general market media, with a 4.6% growth in 2011. However, strategies and spending varied across the board for the 50 largest Hispanic advertisers, with some slashing budgets while others, including Procter & Gamble, Ford Motor Company, and Kraft, posted big increases.

With these varied results, how can marketers ensure their advertising dollars are maximized with the Hispanic audience? Here, we share 3 tips to get your best result:

1. Deliver cultural relevance.
As with any type of multi-cultural campaign, differences in dialects, food, acculturation level, and values can impact a marketing campaign and should be considered. For the Hispanic audience, whose constituents identify by country of origin (e.g. Mexico, Puerto Rico, Salvador, etc.), even idioms or local colloquialisms might not translate from one Hispanic subgroup to the next.

2. Reach consumers when they’re most responsive.
Hispanic shoppers are responsive to incentives and offers, and reaching these shoppers during the decision-making process is critical. As most purchase decisions are made even before a shopper steps into a store, marketers must make an effort to reach shoppers at home. With the increasing number of consumer touch points available to marketers now, care must be taken to rise above the ever-increasing ad clutter.

3. Create word-of-mouth to amplify impact.
Localized campaigns, like front-door marketing, that are relevant and include valuable offers can create greater traction by leveraging the natural word-of-mouth, large family size, and the close-knit nature of Hispanic communities. The key here is to focus on delivering a hyper-local advertising message that can be naturally shared by the Hispanic shopper and their immediate community and network.

To learn more about how front-door marketing reaches and engages Hispanic consumers through the front-door, check out this Portada article or read one of Power Direct’s case studies.

What other tips would you offer to maximize a Hispanic marketing campaign?

Front-Door Marketing Proves Effective in Reaching Culturally-Diverse Hispanic Audiences

Precision Targeting, Cultural Relevance and High-Value Promotions Work Together to Engage Hispanic Consumers

Front-door marketing can influence purchasing decisions by reaching Hispanic consumers at home.

Marketing to a diverse Hispanic audience is becoming an important challenge for major brands across the country.  According to recently published reports from the U.S. Census Bureau, more than half of the growth in the total population of the United States between 2000 and 2010 was due to the increase in the Hispanic population. In fact, in 2010 there were 50.5 million Hispanics in the U.S., accounting for 16 percent of the total population – some pretty impressive statistics that are causing marketers to rethink this important audience and how best to reach them.

This week’s Hispanic Retail 360 Summit in San Diego will no doubt highlight this new data and offer up some innovative methods to turn Hispanic prospects into customers. Front-door marketing is one such method that is growing in use based on its ability to reach precisely targeted Hispanic market segments whose country or place of origin (such as Mexico, Puerto Rico or Cuba) typically affects similarities in dialect and cultural traditions. Highly motivating incentives and promotions are characteristic to front-door campaigns and a boon to marketers – essential for reaching a value-conscious Hispanic consumer base and amplified by the word-of-mouth communication inherent to many Hispanic communities. Door hangers remain a popular choice, made today in high quality, oversized formats designed to get attention.  Polybags, courier packaging and other creative approaches are also available, including scratch-offs, affixed gift cards, or even sensory options such as sound, scent, or taste.

Recent Hispanic front-door marketing campaigns have been deployed by PowerDirect for clients such as Clorox, Hillshire Farms and Fingerhut. Have you joined the ranks of culturally-savvy brands, thinking outside the box to get the attention of this growing audience? Are you embarking on front-door campaigns to offer relevance and respect for what the Hispanic audience values most? What are you doing to reach and engage the Hispanic consumer?

Tapping the Potential of the Hispanic Market

What are you waiting for?

If there were a market segment steadily increasing in number and affluence wouldn’t you at least want to check it out? Well, there is and you can no longer afford to ignore…the U.S. Hispanic. Whether you simply haven’t recognized the value of this segment or you weren’t exactly sure how to best market to this group, it’s not too late to jump on the opportunity at hand. The Hispanic population is estimated to have hit 50 million in the U.S., with soon-to-be-issued 2010 Census results expected to confirm that figure. And this group is growing not only in number but also in earning and spending capability. With power like that you’d be a fool to continue to ignore the Hispanic audience.

A recently-published article penned by our own Barry Gilbert highlights the importance and diversity of the Hispanic market. A range of acculturation levels, language preferences, countries of origin, length of time in the U.S., etc., all contribute to the complexity of connecting with the U.S. Hispanic in his/her various forms. But many major brands are finding that this ‘hurdle’ is actually extremely useful data that can be used for pinpoint targeting. By combining this information with a tailored, well-branded and pertinent offer, brand marketers are utilizing today’s front door marketing strategies to hit the mark with their Hispanic targets.

Why are you waiting for official Census results? All the signs are there.  Shouldn’t you be diving in to reach the Hispanic audience with strategies that work before your competition does?

PDM at 2010 Hispanic Retail 360 Summit

A little bit of late news, but PDM is currently attending the Hispanic Retail 360 Summit, which started yesterday and goes until tomorrow. If you’re in lovely San Diego, visit us at Booth #9 in the Hyatt Regency La Jolla.

This year’s conference theme is “Branding to the Trillion Dollar U.S. Latino Market”, and speakers on the list include General Mills, BestBuy.com, 7-Eleven, and one of PowerDirect’s own.

Check out this article from Peter Francese on AdAge.com that details the breakdown of the US Hispanic market, and what we can expect from this growing demographic segment.

Some stunning facts:

  • The 2010 Census expects almost a 47% growth in the Hispanic population (in contrast, the non-Hispanic population has only grown 5%)
  • 1 of every 3 Hispanics in the US is under the age of 18
  • Almost 44% of the demographics is at ease in English
  • 75% of adult Hispanics are between the ages 18-49
  • The eight states with the most Hispanics are home to 76% of all U.S. Hispanics

Also, to get a general overview of the Hispanic market, download this whitepaper titled “Hispanic Market Overview 2010“, courtesy of HispanicAd.com. Of particular interest is the Top 20 Hispanic DMAs (Designated Market Areas), with Los Angeles, CA ranking first.

Marketing Opportunities in Hispanic & Latin American Segments

Via Portada Online

A recent Portada survey of media executives in the Hispanic and Latin American sectors indicate that there are optimistic feelings of opportunities in these sectors.

More interesting than the survey results are the opportunities and challenges that the executives outline in their answers. Answers range from online marketing to event-specific promotions (i.e. the World Cup, etc.). And don’t miss the answer given by PowerDirect’s CEO:

“Opportunities: The most opportunities for our business for the remainder of the year likely will be with our retailer clients, as there has been a noted upturn in retail consumer spending. The recession has turned the corner and there is greater consumer confidence. As a result, consumers (including Hispanic ones) are expected to spend more discretionary income on various retail purchases including consumer electronics (think “IPad”). This will create an opportunity for us as our retail clients may spend more money on advertising in general and (hopefully) in our media in particular, since we are very targeted and can reach customers around their stores’ immediate trading areas.”

“Challenges: “The most challenging part of our business during the rest of the year (and beyond) will be to roll out our new brand positioning. “The Science of Front-Door Marketing”. We define this as “Tightly integrated blend of proven direct-response methodologies, leading edge monitoring and campaign metrics.” …Our challenge is to communicate our industry’s benefits to marketing and advertising clients and raise the overall Front-Door Marketing & Media industry’s profile.”

Read the rest of the responses here.

5 Things you need to Know about Sampling to Hispanics

PowerDirect was recently cited in an article on Portada-Online.com, a leading source for Latin marketing and media.

The article was about product sampling to Hispanics.

In it, we identified 5 best practices:

  1. Why direct-to-door is more effective in Hispanic sampling versus direct mail
  2. How the economic downturn has resulted in more consumers (including Hispanic ones) making purchase decisions before they go shopping
  3. The value of sampling to introduce new immigrants to your brand
  4. Why you should identify cultural differences between different Spanish speakers from different countries
  5. The importance of targeting to minimize sample waste

Check out the article here.