Why The 2016 Elections Prove You Need A Multicultural Strategy

  The 2016 elections have so far proven to be quite unique in many aspects. Besides the “colorfulness” of the candidates we also see a significant diversity on two fronts: 1. CANDIDATES – This slate of candidates included a slew of people who are as varied as the country when it comes to ethnicity, gender, and even religion. They include Marco Rubio and Ted Cruz (Hispanic), Ben Carson (Black), Bobby Jindal (Indian-American), Hillary Clinton and Carly Fiorina (Women), and Bernie Sanders (Jewish). 2. VOTERS – This election will have the most racially and ethnically diverse voting population in U.S. history. Specifically, 31% will…

Finding the Right Note: The Role of Music in Advertising

When it comes to the effects of music on humans, we have only begun to scratch the surface. Neuroscientists are making new discoveries each year that shed more light on both the physical and mental impact of music. Some recent studies have even shown how music heightens positive emotions to the point that it stimulates hits of dopamine making us feel good or even elated.  From reducing stress to relieving pain to boosting learning and memory, music is indeed a powerful force.

5 Things We Learned From Brazil 2014, To Help You With USA 2016

If you are a marketer, you probably already know that Copa America Centennial is a virtual Latin American world cup happening in major U.S. cities this summer—better said, some of your biggest markets. Chances are, you are already at the idea-development stage. Whether you have secured an official sponsorship and are in the process of executing or you’re a non-sponsor looking to ride the wave, here are 5 things we learned from Brazil 2014 that can inspire your USA 2016 big idea… and a case study video to be proud of.

Why You’re Feeling Double The Love On Hispanic Valentine’s Day

“Te amo mi vida, te quiero amigo mío”. For Hispanic culture, Valentine’s Day is all about showing some love to everyone, not just your romantic better half. Latinos aren’t shy when it comes to expressing feelings, and what seems to be a day devoted to romantic love becomes an opportunity to show affection to all the people we love: friends, family, co-workers and even acquaintances. But this notion goes beyond that stereotyped idea that Hispanics will only relate to campaigns that focus on passionate love.

Here’s Why You Will Win In-Store With A Mobile Retail Experience

by Adeline Cruz-Phillips, Account Director Mobile devices have made shopping a lot easier. As consumers continue to use devices to research products, compare prices, and purchase online; retailers are expanding their mobile retail capabilities to break down the remaining barriers between the virtual and brick-and-mortar store. According to a July 2015 ComScore Report, 191.4 million people in the U.S. own a smartphone, and 61% of U.S. Internet usage is done on mobile devices.

How Culture Plays a Major Role When Marketing to Parents

  In 1983, companies spent $100 million marketing to kids. Today, they’re spending nearly $17 billion annually. Kids not only have more spending power than ever before, but also have a huge influence on their parents’ purchase behavior. Brands know that successfully reaching kids and parents is no easy task. Winning over the parents, who usually have a final say in the product purchase, is just the first step.

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…

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…

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…