Tag Archives: Marketing

I’ll take some Cholula Sauce with my marketing campaign please…

Hispanics are the United States’ largest growing demographic. Making up a whopping 15% of the nation’s population and looking to jump to 30% by the year 2050, it goes without saying that marketing towards Hispanics is essential for any and all businesses. In fact, companies like Target, Allstate and JC Penny’s have all invested more than 10% of their marketing budget towards Hispanics.

It is integral that businesses today, large and small, focus on welcoming the Hispanic population as a part of their marketing campaigns. In order to target this market, time must be taken to research this ever thriving population effectively.

Cultural diversity amongst Latinos

The Hispanic/Latino community within the U.S. is largely made up of persons from Mexico, Puerto Rico, Cuba, The Dominican Republic, Spain and other Spanish speaking countries in Central and South America. Although they are all unified by language, many of these countries have their own unique idioms and cultures that separate them from each other. It is within these sub-cultures that extensive research must be done to help keep the focus on the population as a whole, without excluding anyone. Focusing on the Hispanic cultures view of family for example, and their strong ties with religion, can help keep the campaign focus on this ever growing population.

Utilizing appropriate media tools

Hispanic households tend to be very culturally diverse in and of themselves. Many households have more than one generation residing within its walls. With different generations also come language preferences. Older generations tend to stick with the traditional Spanish language; younger ones go for a mixture of Spanish and English, typically dubbed Spanglish. With this assimilation also comes the use of newer more innovative media technology such as mobile media and social media networks. While the amount of Hispanic households that watch television are ever increasing, so too are those households whose individuals utilize face book, twitter and viral video. It is therefore of essence that marketing campaigns focus on using these media tools in order to reach out to target audiences.

Understanding bilingual campaigns

 

It is of great importance when focusing on bilingual campaigns, that the integrity of both languages is upheld. So many times, phrases in English are translated into Spanish literally, and lose their meaning completely.  Even worse, the meaning changes so significantly that the message because more of a joke or sometimes offensive. We are all familiar with the Dairy Association’s iconic“Got Milk?”campaign. Unfortunately for them, when the campaign was translated, it asked the Latino market ““Are you Lactating?”

So how do you get started?

Tripp Co. Creative has bilingual staff members waiting to assist you with all your Hispanic/Latino campaign needs. Let us be your eyes and ears into this rich culture and allow you to better implement techniques for marketing to the Spanish-speaking world. Tripp Co. Creative expertos en mercadeo y publicidad.

They’re here. They’re Queer. Tap into it.

Our next few posts are going to focus on targeting specific audiences. As marketers, we are always looking for dems that are not only willing to spend money, but are trend-setting consumer adventurers. Did you know there is a demographic out there that fits that exact profile? And if your company isn’t marketing specifically to this segment, you could be missing out on a generous, brand-loyal revenue stream.

It is estimated that Gay and Lesbian buying power will reach $835 billion by next year. And the average median income per household ranges from $62,000 for singles to $130,000 for couples living together (a group referred to as DINKs… Double Income No Kids). What is your company doing to tap into it and, more importantly, are you doing it right? According to a 2008 report conducted by Prime Access and Planet Out, gays and lesbians are 68% more likely to purchase from a company that is perceived to be “gay-friendly”. And just how do they find out if a company is gay-friendly? 69% say advertising/marketing. 89% of respondents said they are more likely to support a company with favorable LGBT employment practices (you don’t want a Target incident).

So what does this mean? Does your company have to start flying a rainbow flag and showing up at every gay pride event? Sure—if you want. But more importantly, you need to reach out to them in their media of choice. 95% of gay men made purchases on the internet. 85% consider advertising in LGBT publications to be a favorable motivator to purchase.

But here’s the kicker, it is NOT enough to advertise in Gay & Lesbian publications and say you are gay-friendly. You have to walk-the-walk, avoid stereo-types and, above all, treat the Gay & Lesbian market as equals (not only in your marketing efforts, but in all your company policies). It’s a tricky process and thinking your company can earn some fast cash and dash is the wrong approach. Consistency in your presence and messaging will reap greater rewards and earn  brand devotion with this segment (a good policy to have for all your markets actually).

Need help creating effective marketing campaigns aimed at the Gay & Lesbian market? Give us call and we can guide you to success.

Next up? Hispanic marketing.