Posts Tagged ‘marketing-to-hispanics’

Why Does The Latina Shopper Matter?

January 11th, 2013

Who is the Latina Shopper?

As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.

Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.

Zoe Saldana for Lens Crafters Ad Campaign

Zoe Saldana for Lens Crafters Ad Campaign

 

Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):

  • 66 percent of Latinas own a smartphone. 39% use their mobile devices for online shopping.1
  • 60 percent of Latinas consult mobile apps before going shopping. 2
  • 80 percent of the time Latinas are the key decision-makers and influencers in a household. 3
  • $1.4 trillion is the estimated buying power of Latina women for 2013.3

 

Latin Flair and Style

Latinas are increasingly shopping online—looking for trends and deals—and frequently sharing findings with family and friends on social networks like Facebook, Pinterest or Twitter. The Latina shopper is someone who loves to socialize. The median age of the  Latina shopper is approximately 10 years younger than non-Hispanic white females in the U.S., which affects purchasing habits and product preferences in the areas of technology, music, beauty, and fashion. The female Hispanic shopper is passionate and “identifies herself with the brands that are trendy, feminine, sexy and fun,” reveals a Latina Insights survey. 

A recent study published by Hispanic Retail 360 that was conducted by various top marketers, including PepsiCo, Sara Lee, and VISA exposes the various categories of Latina shoppers listed below:

  • “Las Digitalistas” (31%): Latinas who shop online, use the Internet as a valuable reference resource. This segment tends to be bilingual.
  • “Las Exploradoras” (27%): These Latinas love the entire experience of shopping, they are willing to try new products, tend to visit a variety of stores, and are Spanish dominant.
  • “Las Pragmáticas” (23%): Latinas who are practical, shopping only for what they need and the best value.
  • “Las Fre$itas” (20%): Latinas who are young and affluent, and love to impulse shop. They prefer American stores and tend to be bilingual.

 

Targeting Latinas: Which language works best?

 Latinos are the youngest ethnic group in America and are rapidly embracing digital media for shopping and entertainment. To that end, 60% of Latinos turn to the Internet to make purchases and, according to a survey conduced by Hispanidad, a division of Heinrich Marketing, 38% of Hispanics find English language ads less effective than Spanish ads, thus preferring Spanish-language media to English. 4 When it comes to television, for instance, Univision remains on top as the fifth-ranking network in the United States, behind ABC, NBC, CBS, and Fox. 5 What does this mean for brands and to the Latina consumer? It means that language matters and hence considering culturally relevant Spanish-language content is paramount when reaching Hispanics. For consumer brands, the message should not only be culturally sensitive but also take into account the targeted groups’ native tongue to make a positive impact.

Major retailers such as Macy’s, Kohl’s, Kmart, Wal-Mart and Target have begun implementing culturally relevant campaigns. In 2012, Macy’s put forth an updated image of the Latina shopper more in tune with the Millennial market’s shopping behavior and style. The strategy serves to show that, with this robust approach, Macy’s captures more Hispanic fashion-conscious consumers than any other traditional department store.

Macy’s celebrating Hispanic Heritage Month 2012

Macy’s celebrating Hispanic Heritage Month 2012

 

Hispanic Millennial Shopper

Being a Millennial is a matter of attitude. When marketers and advertisers once targeted Baby Boomers, they are now turning their attention to Millennials—people between the ages of 18-34—as the next consumer boom. Hispanic Millennials are doubly important because not only are they the fastest growing demographic in the U.S. but they are also tech-savvy consumers. This makes them a venerable target for many brands asthey tend to over-index in apparel, fragrance and cosmetics purchases. 6

What is most surprising about Hispanic Millennials is that the group’s cultural connection outweighs their level of acculturation. These young, U.S-born Hispanics still strive to stay connected to their culture despite an American upbringing. As seen from the graph below, this is most prominent among those Latinos 25-34 of age of which 65% hold a medium or high cultural connection to their Latin roots.  The Hispanic Millennial shopper is very often bilingual and an active user of new media.  She represents  a large portion of the spending growth in the U.S. (and more than 70% of U.S. millennial population growth in the latest Census). For this particular group, their connection and identity as Latinas is very important, and thus influences their decision-making and lifestyle choices.

Cultural Connection: Millennials. Ad Age – Univision Study

Cultural Connection: Millennials. Ad Age – Univision Study

 

Conclusion

Marketers and advertisers have taken notice of Hispanics for some time now but as they turn their attention to Latinas—the decision-makers in the majority of Hispanic households—they should not underestimate the role that Spanish and a strong cultural connection plays in creating a campaign or developing a new product that will resonate with this group. Hispanic marketing deserves the same time, budget allocation, and needed resources as any traditional campaign.

 

References:

(1) Study: 66% of Latinas Own Smartphones & Other Fun Facts About Latina Shoppers

http://www.latina.com/lifestyle/news/study-66-latinas-own-smartphones-other-fun-facts-about-latina-shoppers

(2) Latina shoppers are the most savvy, says report

http://nbclatino.com/2012/06/06/latina-shoppers-are-the-most-savvy-says-report/

(3) The Power of the Mamás Latinas

http://www.edelmandigital.com/2012/02/09/power-of-mamas-latinas/

(4) Marketing to the Online Hispanic Consumer

http://www.practicalecommerce.com/articles/3765-Marketing-to-the-Online-Hispanic-Consumer

(5) Hispanic Marketing: A Critical Market Segment 

http://www.ad-mkt-review.com/public_html/docs/fs075.html

(6) Hispanic Retail 360 Hispanic Millennials

http://www.hispanicretail360.com/article-hispanic_millennials__the_next_consumer_boom-2370.html

Does Your Campaign Need a Network of Bloggers? Part II

April 2nd, 2012

Last week we introduced you to Romina, a 31-year-old Latina blogger from New York City. As the author of Mamá XXI, a Spanish-language source for coupons, deals and general interest for Latino families, Romina is one of the 3.9 million women with children who write blogs in the US—a number estimated to increase by 500,000 in the next couple of years. Even though only 2 percent of bloggers belong to the “Mommy bloggers category,” this small sector of the blogosphere represents a huge platform for brands seeking to reach a powerful, niche market. These bloggers receive more than 500 pitches a day and in turn produce focused content that arguably helps disseminate a brand’s message better than other sources.

 

 

As an influencer and pivotal member of the Latina blogging community, Romina offers valuable insight into why companies should not only seek out bloggers but also consider blogging as part of their overall marketing strategy.

 

Interview with Romina Tibytt of Mama XXI

 

Why should large companies trying to reach the Latino market consider bloggers as part of their overall Web strategy?

Blogs are all the rage right now and the preferred medium for users to get recommendations and information. Bloggers are up to date with all social networks, tools, tips, and the Web in general, therefore prove very influential in this area.

On the other hand, the fury of social networks and the Internet cannot be denied— stars are born on YouTube, Pinterest, etc. Adele, a singer whom I adore, was discovered after a friend uploaded songs to her MySpace profile, and there are many others who’ve had the same experience. A blogger is someone who is versatile and efficient; they can just as easily write a review as they can upload a video to Youtube, host a Tweetup, or generate “Likes” on Facebook. Their most important attribute is the level of commitment they maintain to their readers, which leads to the discussions and user feedback so useful to companies.

And finally, as mentioned above, the presence of Hispanics in social networks is very important and is growing second by second.

What’s the difference between a blog campaign and a Facebook or Twitter campaign?

There are many differences, as they are two different platforms that make use of very different tools. A blog is the ideal space to discuss an issue in one or multiple articles while Facebook is an excellent platform to promote a topic, generate conversation, make a post go viral and publish visual content. The latter, however, doesn’t fare well in terms of providing a lot of details or information. Twitter is similar to Facebook in that it’s useful in generating conversation, interacting based on a topic and help the message spread widely.

From my point of view, and I think most bloggers would agree, for the success of a campaign, you should employ a combination of all three platforms.

When you’re trying to send a message to your audience, be it health-related or about a product, how many blogs should you publish on the same subject?

This is a very good question too. You could say that the answer depends on the subject, focus, and many other things—but not really! It’s simple; as the saying goes, “the more you fill the pitcher, the faster it will break” (tanto va el agua al cántaro que al final se rompe). The more you insist on a topic, the more impact it has. To this end, there are many factors that influence the outcome: firstly, the reader is more engaged when we report frequently on particular topic, secondly this continuity generates new interested readers and at the same time, allows bloggers to tackle topics from different perspectives, deepen and diversify the conversation.

The number of articles (posts) or notes depends on the campaign, some lasting weeks, others months and some even a year or more, hence campaigns enact ambassadors or elect representatives for particular brands.

What recommendations would you give to brands and organizations that are considering campaigns with bloggers?

I would recommend they that take into account all the extra benefits offered by blogs, as they are a very different source of media—blogs are innovative (and therein lies the secret to their success). Brands should look beyond numbers and site statistics and look towards the influence the blogger has over communities, followers and the public, which is generally stable. They should be open to working together with blog management companies like Social Media Spanish because they are generally very creative and have many ideas to contribute.

I can attest to, as well as the bloggers with whom I have the infinite pleasure of working with daily, the success of new trends and continued effort to seek out ways to bring about new tools and generate interest. We know our audience very well, and we know how to reach them based on their interests, hopes, concerns, needs, etc. Additionally, we practically live on social networks and try to stay on top of trends, which is why we attend national conferences and participate in related activities.

Last, but not least, I wish to emphasize that brands should also take into account that a blogger puts time, effort and energy into a campaign, so they must be compensated well.

What tools do you use to increase traffic to your blog, generate page views, and which social forums do you think are more useful for promotion?

Well, to generate traffic to my blog I mostly use two types of tools, firstly SEO (search engine optimization).  This really just means online positioning and employing best practices, such as titles, spelling, originality, Google, codes, graphics and visual tools, etc. On the other hand, and the tool I like most: social networks—which, with the recent changes Google has made to its algorithms, also influence search engine rankings—like Facebook, Twitter, Google+, e-readers and Youtube.

I think Facebook is the most useful social platform that helps with promotion, dissemination and capturing the audience’s attention.

Tell me about your section of Women Entrepreneurs. What is the goal and what is the goal?

In Women Entrepreneurs I highlight women who have stood out in a specific sector or activity and originality.

The economic crisis has affected everyone without discrimination, but especially Latino families. I have seen many of my readers try to find new ways to generate income based on their particular skills or talents without needing to neglect their families. Most have done very well! That is why I decided to give them a space on my blog in order to recognize them and support them while promoting what these wonderful women are doing.

The second purpose of this section is to inspire and encourage other women who are perhaps a little disoriented and don’t know what to do to succeed or achieve their dreams and goals beyond the household.

Finally, it’s a place to meet and get to know each other better and strengthen our bond as an online community.

What do you do besides blogging? What are some of your other interests or passions?

In addition to publishing my blog Mom XXI, I’m a Blog Guide for About.com’s Blogs (a New York Times publication), I write weekly for Moms Blogs by Jeanette Kaplun and Todobebé, I contribute regularly to the Blogger Friends of Maseca section of Maseca, and I have also contributed to Plaza Familia’s monthly print magazine and a number of other projects. I’m also a homemaker, wife, mother of three adorable children, and I love to dance. To destress, break the routine and move around a bit I go to Zuma two to three times a week.

 

 

Why Marketing to Hispanics using Social Media Works

July 14th, 2010

Check out this quick presentation which covers:

  • Why is the Hispanic market important?
  • Do Hispanics use Social Media?
  • Why is Social Media an attractive way to target Hispanics?
  • Benefits of Marketing to Hispanics using Social Media
  • How businesses will engage the Hispanic market?
  • What is Social Media Spanish?