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Hispanics’ View of Corporate Social Responsibility
Oct29

Hispanics’ View of Corporate Social Responsibility

In this exclusive piece, Aleena Astorga Roeschley, senior project manager and multicultural expert at Communicus, Inc., discusses Latinos’ perspectives on corporate philanthropy. Many brand marketers have developed corporate responsibility programs where they team up with consumers to help those in need–General Mills’ Box Tops for Education, for example, is one of the longest running and most visible initiatives. But while Hispanic consumers are generous and philanthropic by nature, it is worth questioning how well these type programs can engage them. Click HERE for...

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Delicate dance: Targeting biculturals
Sep29

Delicate dance: Targeting biculturals

Advertisers often alienate first- and second-generation Hispanics When we say the word Hispanics, we’re lumping a large, diverse range of people into one very narrow group. Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. One growing subgroup of Hispanics in the U.S. is bicultural Hispanics, first- or second-generation citizens who grew up in this country. Many are also Millennials, and they toggle easily between cultures and languages. Connecting with this group can be challenging for advertisers. They are easily alienated by anything that appears inauthentic or pandering. They appreciate advertising that speaks directly to them and doesn’t just have a Spanish voiceover slapped on. Aleena Astorga Roeschley, research director and multicultural expert at Communicus, an advertising consultancy, talks to Media Life about defining bicultural Hispanics, targeting them more effectively, and how to mimic previous campaigns that have worked. Read Media Life Magazine’s: Delicate dance: Targeting...

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Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
Sep28

Myths And Realities: Advertising That Engages And Persuades Hispanic Targets

There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It’s easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped. When advertising is created based on commonly held beliefs about what works, it often results in creative that fails to break through and persuade. Many Hispanic campaigns are built based on the following. Click HERE for...

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What’s Influencing Latinas in the Beauty Aisle
Jul07

What’s Influencing Latinas in the Beauty Aisle

You’re not going to the grocery store without your makeup on, are you?” “Your father is going to be home in an hour—and I haven’t even done my hair or makeup!” These phrases may seem out of place or too traditional for much of today’s culture, but they still resonate and stand true for one of the most rapidly growing demographics in the United States, the Hispanic woman. A recent Nielsen report (www.nielsen.com) notes that “Hispanic women over-index … versus total households in terms of cosmetics consumption.” The report adds, “Hispanics are more likely to spend on hair care products than the general market, and they account for 16% of the total U.S. sales to this category. They also drive 14% of overall fragrances sales and 13% of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.” Today, the beauty and cosmetic industry has considerable opportunity to better serve one of the most engaged and invested consumer segments. Click HERE for...

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Play Offense, Not Defense to Win Hispanic Engagement
May28

Play Offense, Not Defense to Win Hispanic Engagement

Everyone knows that Hispanics are a fast growing, key group of consumers in the marketplace, but do advertisers’ investments reflect that? In a recent Media Post article, Jose Villa writes about the visible trend of marketers increasing investments in the Hispanic Market as a defensive move. Advertisers are experiencing decreases in sales among their General Market target, so they then decide to invest money behind strategies that would specifically target Hispanics. Is leaving advertising to the Hispanic consumer as a “last resort” the right move to make? Probably not. Villa details how various elements, such as demographic, technological, and consumer preference shifts are creating headwinds for bigger brands in the marketplace and how these brands are responding by extending their advertising reach to Hispanics. Although it is good practice to create ads that specifically speak to the Hispanic consumer, it’s also known that Hispanics are engaging with your General Market targeted tactics as well. Which raises the question—why not try and target both markets from the very start? If marketers start their campaign with synergistic ads that employ slight differences in order to better reach General Market consumers versus Hispanics, there is a better chance that Hispanic consumers will engage with multiple touch points and, thus, a greater chance for persuasion. Lesson to be learned: don’t wait until your brand begins to take a downturn before you target Hispanics. If you know that engaging Hispanics is something you’re eventually going to do, reach out to this particular consumer group from the start in order to avoid having to execute defensive tactics to reverse declining...

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