Category Marketing to Hispanics
eBrand Media Research Brief: Hispanic consumers more positive, receptive to marketing
According to custom week-by-week data from Experian Simmons, reported by Univision Communications, 34% of Hispanics are optimistic about their finances in the coming year vs. 25% of non-Hispanics, and 29% of Hispanics are more positive about the U.S. economy in the coming 12 months vs. 21% of non-Hispanics. The report reveals consumers’ reaction to today’s economic climate from a total market and Hispanic consumer perspective.
Ceril Shagrin, executive vice president, Corporate Research, Univision Communications, observes that “The volatility of the current recessionary economy has created a need for more current week-by-week data… (to) capture changes in consumer behavior and purchasing patterns… “ allowing marketers to take an in-depth look at real-time information… for a better understanding of the impact on consumers.
The results from the past 65 weeks, says the report, indicate that while the overall consumer mindset is increasingly negative, Hispanics are more optimistic in the period following the “meltdown,” versus prior to September 29th, 2008:
* 29% of Hispanics are more positive about the U.S. economy in the coming 12 months vs. 21% of non-Hispanics
* Hispanics average consumer confidence rating is 11% higher than non-Hispanics, and has remained constant since 2005, while non-Hispanics confidence rating has declined
Posted by Tom Polanski in Marketing to Hispanics on June 23rd, 2009
Cross-national corporate social responsibility programs can be effective
By Charles R. Taylor
A research study my colleague, Ronald Hill, and I are working on in conjunction with lead research Karen Becker Olsen of the College of New Jersey demonstrates that corporate social responsibility (CSR) programs that are run cross-nationally can be effective for a company in terms of consumer perceptions. The study examined the reactions of consumers in both the U.S. and Mexico to Nokia’s global CSR initiative called “Make a Connection.”
Run in cooperation with the International Youth Foundation and supported by a $6 million annual donation from Nokia, the program has supported more than 140 projects in 20 countries. Its primary purpose is to promote positive youth development by improving educational opportunities and focusing on the development of life skills.
The study involved an experiment in which the source of the message (company vs. non-profit organization) and the reach of the message (global impact vs. local impact) were varied in the context of a press release of about the CSR program. Data was collected from 480 consumers in New York City and Mexico.
Posted by Tom Polanski in Advertising, Marketing to Hispanics on May 21st, 2009
Bi-lingual Hispanics Live With Ease in Both Worlds
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to a recent Ipsos U.S. Hispanic Omnibus study, U.S. Hispanics, regardless of whether their language preference at home is English (43%), or Spanish (52%), are turning to either language to meet their needs. When Hispanics turn on their televisions over half of them are tuning into an English language program.
Younger viewers are not the dominating presence in front of the English language small screen. Hispanics, aged 18-34, are actually less likely (54%) than older Hispanics, aged 55+, to prefer English language television (61%). And:
52% of Hispanics aged 35-54 prefer English language television.
45% percent of Hispanics with children in the household say that they prefer Spanish language television.
63% of Hispanic households without children are highly likely to prefer English television
80% of College educated Hispanics prefer English language television
Mixing languages does not complicate the lives of United States Hispanics who are living with ease in both worlds – one that is in English and the other that is in Spanish, concludes the report.
Posted by Tom Polanski in Marketing to Hispanics on February 16th, 2009
Non-catalog Direct Mail and Acculturation Segmentation Boost Hispanic Response
By Media Research Partners
A new survey from the Direct Marketing Association, complementing earlier research that focused on the Hispanic market from the consumer view point, presents the business side of marketing to Hispanics to provide benchmarks on the use of direct marketing methods in order to reach the Hispanic audience.
Anne B. Frankel, DMA senior research manager and author of the report, summarizes by saying “… Hispanic marketers find certain media channels and segmentation tools are more effective in increasing response rates among Hispanic consumers… therefore, marketing to Hispanics involves a different cache of tools than marketing to a general audience… it is crucial that direct marketers understand the nuances… ”
Partnering with PSA and Zubi Advertising to provide extensive commentary based on their knowledge of marketing to the Hispanic audience, the report notes that:
Posted by Tom Polanski in Marketing to Hispanics on January 26th, 2009
Reaching Out to Hispanics – How to Market to the Spanish-Speaking Population
By Tom Polanski
It’s hard to ignore the facts: The Hispanic market has more than doubled between 1990 and 2000 and continues to grow with no signs of a slowdown. Officially, they’ve surpassed African-Americans as the largest minority group in the United States.
As a whole, Hispanics are younger, and the middle to affluent classes are growing faster than any other ethnic group. With this in mind, how can you adjust your marketing and business plan to encompass this undeniable growth and market to the Hispanic population?
Posted by Tom Polanski in Marketing to Hispanics on April 15th, 2008