Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?”
Without hesitation, I responded, “My record collection.”
My LPs and 45 RPM singles are some of my cherished possessions. For years, friends and colleagues couldn’t understand why I had transported—at significant cost—my collection across the country each of the three times I’ve relocated in the last 25 years. Furthermore, how could I possibly be investing in additions to a collection that was perhaps outmoded and arcane, given the rise of the compact disc and, following that, digital downloads and streaming services?
My answer is simple: The iPod and my iPhone are great for hearing music, but the record player is the best device for listening to music.
There’s a difference between hearing and listening. It’s time to demonstrate that difference to marketers, brand managers and C-suite executives. Much has been said and shared about the rapidly evolving Hispanic market. But, have the decision-makers been listening to what has been said, and are they making choices based on efficiencies, rather than conclusions derived from the largest amount of data ever made available to marketers about today’s U.S. Hispanic consumer?
In September 2015, a Pew Research Center analysis of U.S. Census Bureau data showed the immigrant share among each of the U.S.’s Hispanic origin groups in decline, affirming reports that immigration from Latin America—in particular, Mexico—is slowing.
The Hispanic Market Overview annual report has stated for the last several years that the U.S. Hispanic population is now being driven by births, rather than those who are foreign-born. Additionally, it should be emphasized that immigration is slowing but has not stopped. Far from it: the U.S. Hispanic population in 2000 was comprised of 14.1 million immigrants. By 2013, that number grew to 19 million.
A market of 19 million consumers should be an opportunity for brands who wish to establish themselves as a top choice when it comes time to make purchasing decisions. Remember, everyone shops. The recent Latino immigrant needs food, packaged goods, clothing, transportation, and health care information regardless of their financial status. The upscale Latino and Latino Baby Boomer are equally important.
Yet, marketers seem fixated on a Hispanic plan of action focused squarely on bilingual Latino millennials who can be targeted through the English-language media they consume.
Why? They’ve been spending too much time hearing how to do more through “total market” capabilities instead of listening to the experts and veterans who have modernized their agencies but have remained true to what works for today’s Latino consumer.
The aural quality of a record is richer, and deeper. One simply hears more. It’s imperfect, with the pops and hisses and skips on well-worn favorites. The U.S. Hispanic advertising agency of today is no different than a record. The people inside these businesses have the deepest and richest insight on Latino consumers, and are the perfect partners to work alongside a general-market agency.
According to Nielsen, sales of vinyl records grew by 30% in 2015, to 11.9 million, from 9.2 million in 2014. Music fans are rediscovering records.
It’s now time for marketers who have turned to the dreaded adaptation and translation approach to rediscover the value of Hispanic advertising agencies.
With an uncertain economy once again rearing its ugly head, and a presidential election that has put Hispanics in an understated role as ultimate decision maker, we’ve put on our thinking cap and our reading glasses to provide a Total Focus to Hispanic marketers and advertising agency executives on everything keeping you up at night—and everything keeping the lights on and the paychecks from bouncing.
Hispanic Market Overview 2016, presented by Lopez Negrete Communications, is now available for complimentary download at http://reports.hispanicad.com/reports/HMO2016/
As the industry’s key executives gather in Miami Beach for the 20th annual ahaa conference, this year bearing the name “The Future in Focus,” we hope this report generates conversation, thought and perhaps a little controversy. Congratulations to Leif Roll, VP of Marketing at State Farm, on being named Marketer of the Year. We’ve seen a lot from State Farm in the U.S. Hispanic market. But where is GEICO? Who is Progressive’s Latina counterpart to Flo?
We also single out Eric Reynolds, CMO of The Clorox Company, as Clorox has demonstrated an exceptional understanding of the Latino consumer through product development and subsequent marketing efforts that make the company a standout. Your lavender-scented products can be found throughout the Hispanic Market Overview ohana.
Please enjoy this seventh annual Hispanic Market Overview, presented by López Negrete Communications. As you are reading this, please listen to what is being said. Otherwise, they’re just words that you may be hearing, but not digesting.
Reading, while listening to your favorite record album, is highly recommended.
Adam R Jacobson
It’s hardly a secret that Hispanic sports fans in the U.S. love soccer.
In some cities, the word “love” may be an understatement.
Fervent, fanatical fútbol lovers have been the target of many a Chief Marketing
Officer, working on behalf of a brand, product or service seeking to maximize its
potential for growth in the U.S. Hispanic market.
From beer to home improvement retailers to electronics companies and wireless
service providers, teaming up with a sports league, favored team or top talent has
emerged as a powerful way to get a brand recognized.
Yet many marketers stop at the most obvious of opportunities — soccer. Some are
simply unaware — or perhaps ignorant — of the additional opportunities for sales
growth, activations and that all-important ROI those in the C-Suite hold as their
ultimate sign of success.
Soccer is by far the No. 1 sport among all Hispanics in the U.S. But not all Latinos
are alike, and from region to region across the nation savvy marketers have already
noticed — and responded.
For Hispanics whose heritage is tied to the Caribbean or Venezuela, baseball rules.
Among Latinos across the American West, the Los Angeles Lakers and team superstar Kobe Bryant still command much Latino fan attention despite the rise of the crosstown Clippers and other Western Conference teams. In Miami, a typical tailgate party ahead of a Dolphins home game features churrasco, salchicha and a cacophony of car stereos blaring salsa and reggaetón tunes while the Miami Heat have become the team of choice from Westchester to Weston. Additionally, boxing and UFC mixed martial arts telecasts have become major events for thousands of Hispanic males in their 20s and 30s.
Other sports have started the process of luring Latino fans. NASCAR, thanks to the
presence of Juan Pablo Montoya, has gained in popularity among Hispanics. There’s
even a hockey community in Mexico, although visibility and participation have each
experienced challenges due to cost and accessibility.
That being said, soccer was the principal topic of discussion among the Hispanic media and advertising executives contacted for our fall 2010 Hispanic Sports Overview report, underwritten by premier sponsor FOX Deportes.
With coverage of the 2014 FIFA World Cup set to break Nielsen radio and television audience, we are pleased to revisit our 2010 report, as much of the content is still highly relevant for marketers. Media buying and planning for the 2014 World Cup has already concluded, but there’s much more in store for savvy marketers who crave the passionate Hispanic sports fan.
Let this report once again serve as a wake-up call for marketers to not only target the Latino soccer fans, but also Latinos who love other sports.
The opportunity to activate Latino sports fans can start today. All it takes is a little knowledge, a good pitch and a clear goal.
To Download Hispanic Sports Overview 2010, please click here:
Adam R Jacobson
The Adam R Jacobson Editorial Services & Research Consultancy, in partnership with HispanicAd.com, is again making available at no cost the first Special Report to Hispanic marketing and advertising professionals that zeroes in on the two biggest topics agency heads and key C-Suite executives are talking about: Social Media and Sports.
The report is available by request by clicking here. We thank impreMedia, ESPN Deportes, Fox Deportes, GOL TV and GLR Networks for their support, which makes it possible for us to provide research and information such as this to you via our distribution partner, HispanicAd.com.
“When it comes to reaching Hispanic men and women, linking in with a Sports brand – whether it be an athlete, a team or a league – has proven to be extremely popular … and effective,” says Jacobson, a veteran journalist and media marketing strategist and producer of the Hispanic Market Overview reports.
“Hispanic marketing and advertising professionals have been inundated with facts and figures about the importance of social media in reaching affluent Latinos. According to Mintel, 1 in 5 U.S. Hispanics now access the internet primarily from a smartphone. There is no longer a digital divide. For brands that seek to connect with Hispanics and grow their ROI, social media – combined with sports – only seems like a natural path to sales success.”
Easy-to-read sections are devoted to the opportunities that exist for marketers by engaging Hispanic sports fans through text-to-win promotions, Twitter, Facebook and other social media platforms. Among those interviewed are Wasserman Media Group VP/Hispanic Marketing Heidi Pellerano, noted Hispanic blogging expert Manny Ruiz, Hispanic sports media executives, Orlando Magic VP/Communications Joel Glass, and journalists Kevin Baxter (Los Angeles Times) and Bridget Carey (CNet).
The Hispanic Market Overview series of reports are produced by the Adam R Jacobson Editorial Services & Research Consultancy.
To download this report from our archives, click here:
For editorial inquiries and interview requests:
Adam R Jacobson
For 2014-15 Hispanic Market Overview advertising solutions:
The U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide.
– A Downloadable, Easy-To-Read PDF for Hispanic advertising, marketing and PR professionals
A presentation from the Adam R Jacobson Editorial Services and Marketing Consultancy via HispanicAd.com.
Longtime U.S. Hispanic market journalist and market research specialist Adam R Jacobson, in association with HispanicAd.com, has added to the archives of AdamRJacobson.com the US Hispanic Social Media & Marketing Overview, presented by Story Worldwide.
This 2010 Special Report, presented in a White Paper format, investigates the importance of social media & social marketing, and review the implications for companies actively targeting Latinos, advertising agencies active in the Hispanic market, U.S. Hispanic media and the PR Industry as a whole.
Interview subjects include social media guru Brian Solis, José Villa of Sensis, Tamara Barber of Forrester, Alma head Luis Miguel Messianu and then-interactive director Andrea Arnau, SMG Multicultural’s Marla Skiko, Lee Vann of Captura Group, Karla Lucia of Latinsphere and Chiqui Cartagena (then of Story Worldwide), among others.
“The time to truly examine the potential brand growth through social media marketing in the U.S Hispanic market is now,” says Jacobson. “Companies are eager to learn how to integrate social media into their overall Latino marketing efforts, and make the best determination as to what type of shop – PR, experiential/event marketing, full-service or digital/interactive – should lead these efforts.”
This free report is also available by clicking here:
“This report is designed to bring fuller understanding of the opportunities available to marketers and advertisers through social media in the U.S. Hispanic market, and we encourage all to partake in every opportunity to learn,” says Jacobson, publisher of the well-received Hispanic Market Overview, launched in 2010.
The U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide, is the second in the series of independently produced projects distributed in association with HispanicAd.com.
Jacobson launched the series of reports following a nearly four-year stint at Hispanic Market Weekly, most recently serving as senior associate editor and content director for the HispanicSportsBusiness, CMO Essentials, Industry Snapshots and HispanicEntertainmentBusiness platforms. He also developed Hispanic Market Weekly’s Enhanced Market Profiles and is the author of many of the publication’s acclaimed special reports.
Jacobson’s previous experience includes various editor and columnist positions at former music industry trade publication Radio & Records; Publications Editor for the American Translators Association; Associate Editor for LatinaStyle Magazine; and as a contributing editor for Hispanic Magazine.