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13. There’s More than One Way to Skin a Gato – Part 3

Mar22010

UnivisionDish Spanish-language television.

Small potatoes ratings-wise, right?

Well, you might want to consider this.

As early as 2002, the Spanish-language television network Univision was beating out all other stations in the New York, Chicago, and Los Angeles markets in 18- to 34-year-olds throughout the day.

That’s all other stations –

English and Spanish.

And in all three markets, Univision’s early evening local news drew more 18- to 34-year-olds than ABC, CBS, and NBC.

Combined.

By 2004, Univision’s North Carolina station, WUVC-TV, beat ABC and NBC outright and tied with CBS for the Number One spot in the highly desirable 18- to 34-year-old male segment.

Which means that as many men 18 to 34 were watching telenovelas on WUVC as were watching Everybody Loves Raymond or CSI: Crime Scene Investigation on WRAL.

In October 2004, the final episode of a Univision telenovela delivered more 18- to 49-year-old viewers than ABC, CBS, FOX, WB, or UPN.

Nationwide.

14_Composite_TVLogos

And in July 2006, Univision scored another impressive landmark.

Its 18- to 34-year-old viewership in prime time beat every network but FOX.

For an entire week.

Top-rated English-language shows may not even register among Hispanics.

In fact, in 2005 only four English-language shows made it into the top 40 among Latino viewers: American Idol ranked highest at 29, with Desperate Housewives, CSI, and The Simpsons trailing behind.*

15_Composite_TVShows

And Univision is not alone.
Spanish-language television is expanding and targeting specific niches within the larger Latino market.

In fact, today more than 70 cable and dozens of local independent stations offer Spanish-language programming.

Which is good for advertisers.

Because it means we can target Latinos more precisely for you.

:: :: ::

Next time we’ll talk about whether you should advertise in English or Spanish.
And why it makes a difference.
Stay tuned.

*Source: International Communications Research, 2005.

12. There’s More than One Way to Skin a Gato – Part 2

Feb162010

Jim Stevens-Arce

12_Composite

From Omaha to Atlanta to Lexington to Milwaukee — and points in between — Spanish-language radio stations have been proliferating across the U.S.

(I probably don’t need to tell you that radio stations don’t pop up until after there’s an audience for them.)

Not only is Spanish-language radio enjoying rapid growth — it’s also enjoying dominating ratings.

Take Atlanta in 2004, for example.

In response to the rising Hispanic population in the area, Clearwater Channel’s radio station WWVA converted from general market English-language programming, which was eking out a barebones 1.6 share among the 18- to 34-year-old listener group, to a Spanish-language format.

The result?

Its share of that coveted demographic shot up to 11.3 – a 700% increase.

Overnight.*

Not bad.

But perhaps not surprising.

The fact is that 87% of adult Latinos access Spanish-language radio, television, or newspapers on a regular basis.

They spend 18 hours a week watching television — approximately 50% of it in Spanish. And 15 hours a week listening to radio — of which 50% is also in Spanish.

That’s double the time non-Hispanics spend. Oh, and 29% of them also prefer their newspapers in Spanish.**

So if you’re planning to target the Hispanic market, the Spanish-language media is something you shouldn’t overlook

:: :: ::

Next time we’ll talk about Spanish-language television.
And some data points that may surprise you.
Stay tuned.

*Source: Arbitron. **Source: Bendixen & Associates.

TAGS: Advertisers, Hispanic Marketing, Hispanics, Latinos, Media, Newspapers, Radio, Spanish-Language Radio, television Leave A Comment

11. There’s More than One Way to Skin a Gato – Part 1

Feb22010

Jim Stevens-Arce

Mother.
Family.
Education.
And success.
These are some of the core emotional touchstones an advertiser would do well to keep in mind when targeting Hispanics.
So, okay, let’s assume you’ve done that.
Now, how do you reach them?
(Outside of traditional media, which we’ll touch on in future posts.)
1. Hispanics tend to be group oriented.
They enjoy group outings such as soccer games, street fairs, and festivals.
So outdoor ads with simple messages located at or en route to these activities can generate large reach and frequency numbers at low cost.
2. Hispanics tend to shop in groups.
At the auto dealer, at the department store, at the supermarket, at the mall — you’ll often see Hispanics traveling in couples, trios, quartets, entire families.
That translates into more potential customers.
And more potential sales.
For example, “Buy One, Get One Half Off” deals can target both the shopper and the companions.
3. Hispanic families are often three-generational.
That means kids, parents, and grandparents.
So including the grandparents in ads targeting Hispanic families can be a wise marketing strategy.
4. Hispanics tend to place great stock in word-of-mouth.
When someone they respect speaks, Latinos listen.
So such a person’s endorsement of a product or service can be a powerful motivator for purchase or trial.
5. To Hispanics, relationships matter.
Latinos like to feel like a friend, not just a customer.
So in your advertising — and in your place of business — it pays to treat them as such.

:: :: ::

Next time we’ll talk about some other effective ways to reach Hispanics.
And why they work.
Stay tuned.

TAGS: Advertisers, Education, Emotional Touchstones, Endorsements, Family, Group Oriented, Hispanic Marketing, Hispanics, Latinos, Mothers, Outdoor Ads, Relationships, Success, Three-Generational, Word-of-Mouth Leave A Comment

Latino Consumer Spending Growth Outpaces the General Market

Jan192010

Jim Stevens-Arce

MoneyChart According to the experts, the U.S. economy began slipping into a recession in December 2007.

And then things got worse.

That’s common knowledge.

What may not be so well known is the surprising bit of good news that came to light in the last month of 2009 amid all of the mostly bad.

Turns out that even as the U.S. economy was contracting and consumers in general were cutting back, spending by Hispanics was shooting up by 6.4% — more than double the more modest 2.9% growth registered by non-Hispanics.

That’s from a report by the Latinum Network based on recent consumer spending figures released by the U.S. Bureau of Labor Statistics.

So in what major categories did the growth of Hispanic consumer spending far exceed that of non-Hispanics?

Well, they included, among others:

• cereals
• computers
• education
• entertainment fees and admissions
• food away from home
• laundry and cleaning supplies
• major appliances
• vehicle finance and insurance
• women’s apparel

And listen to these specific examples.

From 2007 to 2008, the food industry grew by $40 billion. Thirty percent of this came from Hispanic consumers.

Hispanics also spent 58% more on education (compared to 9% for non-Hispanics) and 14% more on entertainment admissions and fees (compared to a decline of 7% for non-Hispanics).

All of which reminds me of the closing questions I posed in my very first post to this blog four months ago.

What if there were a market for your product that you haven’t even tapped into?
A market 45 million strong.
And growing.
A market with a buying power of almost $1 trillion.
And growing.
Would you be interested?

With Hispanics outspending non-Hispanics in the midst of the worst economic downturn since the Great Depression, the question now is–

Can you afford not to be?

:: :: ::

Next time we’ll pick up where we left off with our previous post and talk about some effective ways to reach Hispanics.

And why they work.

Stay tuned.

Job Opening: SVP, Account Management

Jan112010

Stephanie Styons

We are searching for a seasoned professional to run the Account Management Department at Howard, Merrell & Partners. Qualified candidates must have at least 15 years of agency experience, along with an entrepreneurial spirit and track record for developing business and brand strategies. Strong writing, communications and presentation skills necessary. Must have experience developing, managing and executing B2B and B2C multifaceted, national marketing programs for major brands. Campaign experience needs to include: branding strategy, market research management, writing integrated campaigns including traditional creative, interactive, media buying, public relations and direct response. Experience with personnel management and growth required.

Job responsibilities include: Serve as top-level client contact. Oversee all client activity. Appoint and direct the activities of the account management team at the agency. Ensure the agency’s clients receive strategic and professional counsel and service from the account management staff, resulting in accounts stability, increased business, and profit for the agency.

MBA required. Client-side experience, a plus.

Send resumes to: emaughan@merrellgroup.com

TAGS: account management jobs, Advertisers, advertising, advertising jobs, HM&P, Howard Merrell and Partners Leave A Comment

10. Mañana Will be Better

Dec12009

Jim Stevens-Arce

Graduation Mother.

And family.

In previous posts, we’ve touched on their importance to Hispanics.

And on why advertisers targeting Hispanics should be aware of that importance.

Two other things are almost equally important to Hispanics.

Education.

And success.

Like parents everywhere, Latinos harbor aspirations for their children.

For a better education.

A better job.

A better life.

They dream of seeing their children graduating from college.

Landing a good job.

Enjoying success.

And respect.

And economic security.

Advertising that reflects these aspirations –

That encourages them –

That celebrates them –

Can reach Hispanics on a deep emotional level.

Because it speaks to them.

And says you understand them.

:: :: ::

Next time we’ll talk about a few effective ways to reach Hispanics.
And why they work.
Stay tuned.

TAGS: Advertisers, Aspirations, Children, College, Economic Security, Education, Family, Graduation, Hispanic Marketing, Hispanics, Latinos, Mothers, Success Leave A Comment

9. Who’s the Jefe?

Nov102009

Jim Stevens-Arce

√LatinoFamily_26 Some Hispanic men may still be machistas.

But in most Hispanic households, Mamá is the one who runs things.

That’s why advertising aimed at anyone in a Hispanic home often tends to be more effective when it addresses Mom, too.

A lot of the time, she’s the decision maker.

Even when it may not be obvious.

And even when she doesn’t flat-out say “no” or “buy this,” in most households she still exerts a strong influence.

Consider this example.

English-language breakfast cereal ads generally target: whom?

That’s right.

Kids.

And they tend to focus on fun and flavor.

As does the following English-language commercial for Honey Nut Cheerios, which plugs the cereal’s sweet honey flavor, the magic compass decoder prize inside, and the “cool games” on the back of its box.

So who do Spanish-language spots target?

The mother.

And they tend to focus on the cereal’s health and nutritional values.

As does the following Spanish-language cereal commercial, which urges mothers to protect their children against anemia by giving them Kellogg’s Corn Flakes for breakfast because the vitamins A and C they contain can help triple the body’s ability to absorb iron.

Why the difference?

Simple.

The English-language spot expects the child to decide what the mother will buy.

The Spanish-language commercial knows the mother will decide what her child eats.

See, in Latino homes, Mamá still knows best.

And that’s something advertisers need to know, too.

:: :: ::

Next time we’ll talk about two other important values Hispanics hold dear.
And why they should be important to you, too.
Stay tuned.

TAGS: Advertisers, Breakfast Cereal Ads, Hispanic Marketing, Hispanics, Kids, Latinos, Machismo, Mothers, Spanish-Language Advertising Leave A Comment

1. Unknown. And Untapped.

Sep212009

Jim Stevens-Arce

Okay, let’s say you’re an advertiser.

An advertiser in tough economic times.

Like, let’s say, oh . . . now.

You’d be happy if you could at least hang on to market share until things started looking up, wouldn’t you?

Because right now, a zero sales decrease is the new growth.

But what if there were a market for your product that you haven’t even tapped into?

A market almost 50 million strong.

And growing.

A market with a buying power of almost $1 trillion.

And growing.

A market that could take your bottom line from flat to flying.

And then some.

Would you be interested?

:: :: ::

Well, there is such a market.
And, beginning tomorrow, I’m going to be talking about how advertisers like you can tap into it.
What’s the market? I’ll tell you next time.*
Stay tuned.

*Okay, there’s a clue in the tags below.

TAGS: Advertisers, Hispanic Marketing, Hispanics, Latinos, Markets Leave A Comment

13. There’s More than One Way to Skin a Gato – Part 3

12. There’s More than One Way to Skin a Gato – Part 2

Latino Consumer Spending Growth Outpaces the General Market

Job Opening: SVP, Account Management

10. Mañana Will be Better

9. Who’s the Jefe?

1. Unknown. And Untapped.

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