The recent baby boom at HM&P has shown our team’s knack for multitasking. Pictured here during a meeting are Laura McAliley with her 4-month old daughter, Katy, and Nicole Curtis who is due any day now! Continue Reading >
It’s a Girl!
Aug52010
In response to a recent blog post about the HM&P baby boom, I figured I’d take the opportunity to share the latest addition to my family… Continue Reading >
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11. There’s More than One Way to Skin a Gato – Part 1
Feb22010
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.
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10. Mañana Will be Better
Dec12009
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.
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8. La Familia is an Institution – Part 2
Nov32009
In 1995, Latino filmmaker Gregory Nava co-scripted and directed a generational saga he titled My Family, Mi Familia.
(Francis Ford Coppola, who knows a little something about families and generational sagas himself, executive produced.)
And in 2002, Nava created the television drama American Family, which told the story of a Latino family in America and ran on PBS for two seasons.
Coincidence?
Maybe.
But, you know, Hispanics tend to be family-oriented.
Strongly so.
So it shouldn’t surprise advertisers to learn that marketing strategies which focus on family values tend to appeal to them — strongly — as well.
Or that ads targeting Hispanics tend to be more successful when they show the whole family benefiting from and enjoying the product or service.
Examples.
Two similar products.
Two different companies.
Two similar approaches.
First company: Honda.
The Japanese carmaker usually markets the more sporty coupe model of its Accord line to non-Hispanics.
But when it targets Hispanics, Honda highlights the sedan as the ideal family car.
Likewise Ford.
For non-Hispanics, it positions the Focus as a fun-to-drive vehicle for young people.
But when it goes after Latinos, Ford features the Focus’s pluses as a family car.
Two different companies.
Two different cars.
Two similar approaches to positioning each car.
Each based on understanding the target and its feelings.
:: :: ::
Next time we’ll talk about who’s the boss in Hispanic households.
And how to get the boss on your side.
Stay tuned.
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7. La Familia is an Institution – Part 1
Oct272009
What comes first in your life?
For some people, it could be their career.
Their ambitions.
Their dreams.
Their goals.
For Latinos, family comes first.
It shapes the way we look at the world.
The way we look at ourselves.
The way we make our decisions.
Especially the big ones.
How do you feel about the following statement?
“When it comes to important things in my life, I almost always seek the opinion of my extended family members.”
50% of all Hispanics agreed, compared to only 33% of non-Hispanic whites.*
How about this one?
“In my family, we discuss everyday things together before making a decision.”
60% of Hispanics agreed, compared to only 45% of African-Americans and 48% of non-Hispanic whites .*
Family is an important part of how Hispanics define themselves.
That’s why it can often be more important to target and market to la familia, rather than strictly to individuals.
:: :: ::
Next time we’ll continue talking about targeting la familia.
And provide a couple of examples of how savvy advertisers have done so successfully.
Stay tuned.
*Source: Yankelovich Monitor Multicultural Marketing Study, 2006.
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