Does Anyone [Need to] Pay Full Price Anymore?

  New year, new sales. That’s what retailers were hoping for. After what should’ve been the most profitable season of the year, consumers are now fully –  and mindfully – controlling how, what and why they purchase. The power has shifted to the people. Some time ago, retailers were in charge; setting their prices and creating demand for their products with simple marketing tools. If consumers didn’t want to buy from you, it was on them. Now the price tag has evolved from representing legitimate cost, to being merely seen as a suggestion. I say suggestion, because it’s never been…

Three Kings Day Traditions And Their Impact On Marketing

By: Erin Clark, Planning Director Think the holidays are over? Not so fast! For many people in the US, the holiday season runs from Thanksgiving to New Year’s Day.  It all swings into high gear on Black Friday, with millions of people shopping for the perfect Christmas gifts. However, for many Hispanics, the holidays last a little bit longer. Today, January 6th, marks El Día de los Reyes, also known as Three Kings Day or Epiphany, which is a popular Christian holiday celebrated throughout Latin America and Spain.  Los Reyes comes twelve days after Christmas, when it is believed that the Three Wise Men…

Do The Political Views of Millennials Make Sense?

The Atlantic wrote a timely piece about how the political views held by Millennials don’t make any sense. The article goes on to explain that according to a recent poll conducted by the Reason Foundation, the political views held by young adults, 18 to 29 years of age, are contradictory and do not make sense. For those of us immersed in politics and in the hope of a better future, this finding is scary – especially when you consider that Millennials (given the population size) could very likely determine who our next president will be. In March, the Pew Institute…

Why Census Race Is Struggling To Define Multicultural America

While multiculturalism continues to define America, census race categories are finding it more and more challenging to pinpoint a person’s origin or identity. As marketers, this kind of data has helped define patterns in behavior, but as multicultural Millennials grow their presence, will we be able to continue to rely on the same data? Where are you from? Having spent these past 10 formative years working on the multicultural side of marketing, I can honestly say hearing the question is equally as casual as inquiring what your peer is having for lunch that day. And if we are being honest,…

When Brand Personality Wins the Big Bucks

What can be more ridiculous than playing the popular card game “Cards Against Humanity?” How about handing them money for nothing in return. You may want to check out its scandalous brand personality after reading this.. This past Black Friday, the shopping holiday of the year par excellence, millions of people spent the day after Thanksgiving taking advantage of retailers and their lowest prices of the year sales. In the meantime, Cards Against Humanity pulled a stunt that is completely backwards and counterintuitive to the meaning of Black Friday. The stunt entailed asking consumers to give $5 to the company…

The Science of Shopping

While shopping has become easier for consumers, the continued advancement of how goods are bought requires retailers to dig below the surface and truly analyze purchasing patterns. More than ever, merchants and marketers are using data in order to learn and further drive dollar-spending both online and offline. Nordstrom leverages Pinterest  to pinpoint and track trending products and then uses signage promoting those goods in their brick and mortar stores. Designer Rebecca Minkoff is also ahead of the curve in utilizing data to enhance shopper experience with her “futuristic” stores’ use of RFID technology to keep an accurate tab of…

How Rising Latino Voters Will Drive A New Political Marketing Age

The 2016 presidential election may be a year away but the campaigns are already in full swing with Latino voters taking note! Many of the candidates are dominating the headlines for both good and bad reasons, particularly Donald Trump and his derogatory comments about the Latino community. If candidates haven’t learned yet, insulting the Latino community only empowers us to unite so our voices can be heard.  If the candidates do not realize how integral the Latino community is before Election Day, it could be detrimental to their campaigns and their hope of becoming the next president. The Latino Voter Population…

Boost your Hispanic Marketing with Local Insights

One of the best ways to boost your Hispanic Marketing efficacy, especially in highly competitive markets, is by adding local insights to your national strategy.   Because not all Hispanics or Hispanic markets are alike, local insights can help you regionalize and complement your marketing message for greater results. As stated in the book “1+1=3, Changing the Equation with the Booming Hispanic Market”, there is great Hispanic diversity within the U.S. Besides country of origin, there are many cultural, demographic and behavioral differences among Hispanics that you can use to your advantage.   Below are some quick examples from the…

¿Will Spanglish Become Trendier Than Calabaza Spice?

By: Planning Director and fluent Spanglish speaker, Erin Clark When it comes to language, there is no doubt that it is ever-evolving. From Olde English to “OMG” or Latin to “Spanglish,” humans continue to look for ways to express their thoughts in the simplest form.  According to an analysis from the Pew Research Center, approximately six-in-ten adult Latinos (62%) speak English or are bilingual. A similar analysis by Pew Research reported that English proficiency among foreign-born Latino children jumped from 43% in 1980 to 70% in 2013. And, that rises to 89% for US born Latino children.  This younger generation is…

How to Cultivate a Multicultural Creative Mind

Have you ever wondered how the greatest ideas in advertising come to life? What if we told you that being multicultural helps in the creation of unique ideas? Yep, being multicultural. It doesn’t matter if you were born in Brazil, Spain, Australia, South Africa or the United States. The secret to being a truly outstanding creative can be summarized in two words that represent multiculturalism: curiosity and empathy. These two also represent the way consumers relate to brands and their content. People are curious about new content, which they can identify with or relate to on a very personal level….