Media Nerd is a native New Yorker and grew up among people of many different ethnicities. All the immigrant groups that contributed to the Boom generation had a very different experience from today’s Hispanic immigrant; to think that the Hispanic immigrant will behave the same way is to misjudge the current environment and mood.Becoming “American” doesn’t mean abandoning where you came from.The world has gotten smaller thanks to major improvements in communication and mass media technologies, so a large immigrant group will retain its native language.Hispanics are also rightfully proud of their heritage and this must be respected in your advertising efforts.
So Media Nerd invites you to have a margarita or a mojito while pondering the following:
Hispanic media availability and use is very different from general market.Television is by far the primary reach medium, so you must do this one correctly.You can’t replace it with anything else.
It’s not enough to translate your existing TV or radio spots into Spanish; they need to be culturally relevant.There are core values common to most Hispanic groups, but there are many vernacular nuances.You need a Hispanic ad agency with an ethnically diverse staff to provide their expertise in this area.
Just as language and media choice will affect your effectiveness, so will timing.If you discover that your Hispanic sales peak differently from your general market sales, your agency should be flighting your media buys accordingly.Launching everything simultaneously will make no sense if Hispanics start and finish their Christmas shopping earlier.
If you need to do local efforts, keep in mind that all markets are not created equal.Los Angeles and Chicago are primarily Mexican, New York and Miami are primarily Caribbean, Miami is more Spanish-dominant while New York is more bilingual; all of these factors affect the local media landscape and the users’ media habits.
Spanish-language newspapers are not likely to have a lot of reader duplication, so if your agency recommends 5 of them in a mid-sized to large market, that’s because you will need all five to reach the market.
As they say in novelas, “No te preocupes.”* A good Hispanic agency will be your strongest ally and best friend in capturing the hearts and minds of this market.
By now I’m sure we’ve all heard of the Swine Flu epidemic which has been creating media frenzy for the past 2 weeks.IF you have not heard of it, frankly I’m a little concerned for you, and not because of the threat Swine Flu poses. In light of the current outbreak I have been stocking up on Purell these days but that is as far as my preventative measures have taken me. However, others are taking it to a bit more extreme measures… I give you the Flu Fashion Respirator Mask!They look like the surgical masks you would find in a drug store just wrapped in “stylish” fabric. The collection includes bandana prints, tie dye and of course what line would be complete without animal prints?!I haven’t been fortunate enough to see anyone sporting these on the streets of NYC yet but I’m sure it’s only a matter of time!
America is at its most multicultural when it is in the kitchen and the dining room. What we eat is a product of both our immigrant backgrounds as well as a more global and connected world. Instead of a melting pot, we now have a delicious tossed salad with a multitude of options for dressings. Latino culture, with its growing influence, is part of this dining revolution. This Latino boom is driven by both mainstream interest in all things Latin, as well as a stronger interest by Latinos of all levels of acculturation to go back to their roots. This creates an opportunity for grocery stores and super-markets to develop in-culture experiences that will appeal Latinos and non-Latinos alike.
Creating an in-culture experience begins by knowing your local consumer base. You should invest in research to learn about the Hispanics in your sales area. Two of the key areas to look at are the nationalities and levels of acculturation represented. The nationality is key as it determines what types of food and products they’ll embrace. The level of assimilation is another key element that will influence the experience and products they seek. Those less assimilated to American culture, usually Spanish dominant, will be more attracted to products and experiences from back home.
Once you have a sense of the size and make-up of the population you’ll be in a better position to determine what type of experience to create. You should spend time with the consumer to find out more about the products and brands they want, but more importantly about the role of food in their lives as it will be these insights that will allow you to establish a true dialogue.
Any Hispanic grocery program should start with understanding that food is one of the cornerstones of Hispanic culture. As a result going to the supermarket, for instance, is a family experience where everyone plays a role. The dining experience is equally participatory, with multiple generations sharing a dinner table, as well as recipes. This applies to special occasions.
Given the central role of food in culture, the super market can play a strong bonding role with your Hispanic consumer. This is why bodegas are so popular both in Latin America and in U.S. Hispanic markets. They are meeting places to obtain not only the most fresh produce and products, but also where they connect with their communities.
This is one of the biggest lessons for American super-markets as they speak to Latinos, how to create this experience of trust. And this is more than just the product, this is about having the right staff who can speak the language. It’s also about creating events and having communications that speak to these insights. And with close to $1 trillion in purchasing power, and growing, that is a recipe American super-markets cannot afford to miss.
The $1 trillion Hispanic Opportunity for Restaurants
QSR spells family for the Hispanic market. A time to enjoy with others and share a meal with great taste and value. QSR’s provide an affordable indulgence for most Hispanic families. Hispanics overindex in going out to eat. Some dynamics that drive this behavior are the need to socialize and be out about town. Another driver is the desire to spend time with friends and family. Hispanics are more likely to travel in groups for sociability and qsr’s provide a convenient location to bring everyone together.
While Hispanics may get out more and be more likely to spend money at a qsr, they cannot be taken for granted. Taste is an important indicator which they will not sacrifice. So in essence it’s not only venue but an entire qsr experience that drives business with this consumer segment. A positive and holistic experience might include a family value meal that tastes great in an environment that is friendly, well lit and provides a variety of choices for their palette.
As an example, McDonald’s does a great job of creating a positive experience for this consumer set. It advertises in English and Spanish, it is aspirational, provides great tasting, high value meals in an environment that is cheerful and has a playground in some locations for the kids. This invitation to the consumer to engage is appealing across the board. Other QSR’s should learn something from this strategy to effectively communicate and engage with Hispanics.
