Marketing to Hispanics in the Auto Industry

By: Mary Guiterrez & Marissa Lopez Within the past few years, it’s been said the Hispanic-American population is supposed to grow indefinitely. According to Orlando Business Journal, the Hispanic population will increase by “1 million per year between 2015 and 2020.” More Hispanics means more sales among different industries. One industry that should be paying attention to this growth is the automotive industry. HIS Automotive Polk market says that, “Hispanics currently represent more than $44 billion dollars in new vehicles sales.” More often than not, Hispanic households tend to be larger than non-Hispanic households, and some still have Hispanic millennials…

Why Your Brand Can’t Take Vacations From Reaching Out To The Hispanic Consumer

Summer time and kids out of school are synonymous with family vacations. And a new study shows that U.S. Hispanics (USH) are spending more money overall than non-Hispanics when enjoying a break from work with their families. The research recently presented at the National Tour Association’s (NTA) Travel Exchange conference shows that USH spend around $2,400 on a vacation trip, 20% more than non-Hispanics. This difference is even higher, 30%, when comparing average spending per vacation by affluent Hispanics and affluent non-Hispanics. “Vacations for the U.S Hispanic and Latino consumers mean going out on a trip with the whole family,…

Cannes: Creatively Helping Brands Become Famous & Useful to the World

After one hectic week in the French Riviera – all the ceremonies, talks, networking and screenings – what matters most is what we can take home during the following 12 months. The winning work can teach us many things and lead the way as inspiring examples for creative excellence. But this creative excellence doesn’t rely only on the creative department. It takes strong, trustful relationships with clients, briefs with fresh approaches that frame down unique tensions and spark genius, and understanding – as a team – that the best added value we can offer as an idea factory is helping…

Crafting a Way to Market Towards Hispanics: A Look Inside the Growing Craft Beer Industry

  By: Michael Devine and Audrey Bell, Brand Leadership With summer upon us, we often find ourselves longing for an ice-cold beer amidst the increasingly hot afternoon sun. And while national beer brands are always great options, the craft beer industry has also been steadily rising in popularity among beer drinkers. Craft beer is attractive to consumers because people value the idea of locally made beer that isn’t available everywhere. It’s hard to deny this attraction when these breweries are everywhere we turn. As of 2014, there were 3,418 craft breweries in the United States, with the number of barrels…

Brands, Emojis and the Hispanic Market

By: Summer 2015 Interns If there’s an emotion, it probably has an emoji. It’s no wonder they’ve become so popular with smartphone users all over the world. For people, emojis help express the emotions behind a text or an online message. They are universal pictures that almost anyone can understand regardless of language barriers or age differences. Why Emojis are Important for Marketers Outside of text messaging with family and friends, emojis can also be used by brands to relate with consumers on a personal level. According to Experian Marketing Services, 63% of adults in the Hispanic market own a…

Netflix Looks to the Spanish Language for Growth

By: Marissa Lopez, Creative Department Lately, the wildly popular on-demand Internet streaming media service, Netflix, has been struggling to grow. The plateau in growth isn’t a result of the service, but rather an over saturated English-speaking target market. Netflix is now looking to the Spanish language in hopes of brand growth, so they are now featuring popular Spanish-language TV shows, telenovelas, movies and documentaries in order to attract more Spanish-speaking consumers. The expansion doesn’t stop there: Netflix has also announced that they will be releasing the first ever Netflix original series in Spanish, “Club de Cuervos,” in early August. As…

Why Brands Should Utilize Snapchat to Reach Gen Z

By: Audrey Bell, Brand Leadership When many people think social media, Facebook, Instagram and Twitter are the main platforms that come to mind. However, that list has recently grown to include Snapchat, the fastest growing social app in 2014. With the ability to show real-time images and videos complete with messages and drawings, Snapchat now has an estimated 200 million users. The majority of its users are between the ages of 13 and 24, making it the ideal social media app for reaching Generation Z. Carla Eboli, Chief Marketing Officer of Dieste, recently wrote an article about this unique generation….

Hispanics Honor The Way Of The Land

By: Mike Devine, Brand Leadership When it comes to loving our environment, Hispanics can be the forerunners. As the news teems with stories about global warming and the negative effects of industrialism, Hispanics are likely to call humans out as the principal offenders. This devotion to keeping the planet healthy is something companies must bear in mind when looking to the future of their brands. According to Pewresearch.org, about 70% of Hispanics claim that global warming directly results from human activity. In the same study, they found that only 44% of whites and 56% of blacks held the same beliefs….

How to Lose Business & Alienate Hispanics: the Donald Trump Chapter

By: Alexandro Gonzalez & Gabriela Sosa, Social Media Department While not all Hispanics vote the same, nor they all share the same political concerns, it is safe to say that Donald Trump’s recent comments have succeeded in leaving the largest Hispanic group of origin, Mexicans, feeling more than a little angry. Other Hispanic figures, like popular musician J Balvin and Roselyn Sanchez, who was set to co-host the event, dropped out of the popular Miss USA pageant and spoke out in solidarity. Along with prominent Latino figures, companies have also taken a stance. NBC Universal, Macy’s, Miss USA sponsor, Farouk Systems, and…

The Highly Influential Latina Mother

By: Audrey Bell, Brand Leadership In the scheme of the general market, it might be easy for advertisers to simply group all Hispanics in the same category. But let’s keep dividing a little further to separate the all-important Latina segment. According to Nielsen’s 2013 Latina Power Shift study, the percentage of Latinas in the total US female population is growing quickly and expected to comprise 30% of the total female population by the year 2060. While the purchasing power of Hispanics is estimated to be around $1.5 trillion, Latinas make around 86% of these purchase decisions. The reason these women…