jcpenney’s new “Fair and Square Pricing” campaign could be poised to be a big hit with Hispanic consumers according to our recently completed “Mercury Mambo Hispanic Shopper & Retailer Study.” The campaign, which does away with sales in lieu of a constant supply of discounted prices, is just one element of jcpenney’s transformation strategy unrolling [...]
¡Rob! Is Re-Establishing Network TV’s Relationship With Latino Viewers
Two week’s ago, CBS debuted ¡Rob!, a sit-com about a lifelong bachelor played by comedian Rob Schneider who impetuously marries his Mexican-American girlfriend of six weeks in a Las Vegas ceremony and now must win over her tight-knit family. The pilot, though panned by critics, premiered with the time period’s best viewer and key demographic [...]
Why Latino Marketers Should Know About Pinterest
Pinterest is an online pin board social media site that has been around for almost two years, but exploded some 40 times in the last six months of 2011, turning it into one of the Web’s Top 10 social networks, according to tracking firm Hitwise. A visual moodboard that users can share publicly, it’s a [...]
Marketing To Latinos A Big Winner Through The Holidays
Marketers who won big with Latinos this holiday season incorporated cultural cues while providing holiday entertainment to fit a range of budgets. Disneyland in Anaheim, California, extended the spending season by holding their first annual Dia de Reyes, or Three Kings event on the weekend of January 6. Traditionally celebrated in Latin countries 12 days [...]
Telenovelas Ready To Take Over For American Soap Operas
Since January 13, the death toll for American soap operas totals four in just three years, as One Life To Live aired its final episode. For a genre named literally for its ability to sell household cleaning products to housewives, this means serious business for advertisers. If the trend continues, by the year 2017, we could be living in [...]
Why Does Latino Digital Deserve Its Own Marketing Plan?
There’s a tendency in general market advertising to think of minority advertising as a way of ghettoizing an audience. But when it comes to the land of digital consumers, author Giovanni Rodriguez says the Latino segment is more of a high-end neighborhood. With roughly 10 percent of U.S. buying power, Latino marketing spend, he [...]
2011 Was The Year Of Multicultural Marketing, Says New York Times
In their look back at the trends of 2011, New York Times media editors say this was the year that multicultural marketing gained significant ground in America as advertisers made it their mission to reach the nearly 50 million Latinos living in this country. One example the Times cites is Cosmopolitan magazine which announced [...]
Five Latino Ads In 2011 That Made Us Stand Up And Cheer
Let’s take a look at our top five favorite Hispanic ads from 2011, the year of Latino Marketing. Powerade “Chicharito” Early in the year, controversy over BBC auto show Top Gear, which runs in the U.S. on cable network BBC America, ensued when hosts made disparaging remarks towards Mexicans during a review of a Mexican [...]
Hispanics Spending More Money Online Than Non-Hispanics
Some misconceptions persist that Latinos don’t shop online, but new data from Terra and comScore suggests that Latinos are not only buying online, but they are also spending more per transaction than non-Hispanics. Data shows that Hispanics out-spent non-Hispanics $103.19 to $90.82, respectively. But how to get Hispanics to shop with your brand? According [...]
Hispanics love eReaders & Tablets
eReaders and Tablets really are the perfect technology for Hispanic families. Our millennial teenagers can catch up on their games. Abuelitos can now video chat with their nietos across the miles. And when mami rarely has some time to herself she can catch up on her favorite novelas posted on You Tube. Hispanics love connectivity [...]
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