Page 20 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
BellSouth and Hennessey, in addition to Publix, only coalesced her belief that an important group of Hispanics were not being spoken to.
“They were visionaries, and really embraced the market, working with their multicultural agency partner,” Gaby says. “It was part of our strategy, which went well beyond just developing a multicultural communications strategy.”
For Gaby, multicultural marketing is almost like a new product rollout. She explains, “There is an understanding that you may have to phase it in or redesign it.”
There’s also the need to understand operations to get a full assessment of distribution and shelf space, if goods and apparel are
the brands being pitched to the
affluent Latino.
“It is very critical to know that there has to be commitment,” she says. “The irony is as the marketplace continues to grow, some marketers believe ‘total market’ activities touch every one. This is false. The Hispanic wants to be spoken to and respected in a way where it is not a ‘necessity’ to market to them. This goes beyond language — language is just one aspect of the consumer relationship.”
THE IRONY IS AS THE MARKETPLACE CONTINUES TO GROW, SOME MARKETERS BELIEVE ‘TOTAL MARKET’ ACTIVITIES TOUCH EVERY ONE. THIS IS FALSE. THE HISPANIC WANTS TO BE SPOKEN TO AND RESPECTED IN A WAY WHERE IT IS NOT A ‘NECESSITY’ TO MARKET TO THEM. THIS GOES BEYOND LANGUAGE — LANGUAGE IS JUST ONE ASPECT OF THE CONSUMER RELATIONSHIP.
— Gaby Alcántara-Diaz
With the Upscale Hispanic, the use of
language versus reaching out to the consumer in a meaningful culturally resonant way is an essential question that has a logical answer. What matters more today is relevant creative and messages that speak to the consumer. For the affluent Hispanic, this can include ‘Spanglish’ spots. In South Florida, it reflects real-life scenarios in upper-income homes across Miami-Dade and Broward counties.
Gaby recalls the genesis of the bilingual Hispanic spot. “In the 1990s the first ‘Spanglish’ spot was developed for Publix,” she says. “It was intentionally created for the upscale consumer. Now, this is being done for Amscot to target entrepreneurs, of which there are many who may be more educated but don’t have access to funding.”
Further, there needs to be a fuller understanding among marketers of the empowerment of the Latina — a Hispanic consumer who is ever-more educated, professional, and a vibrant member of the growing “gig economy.” Translation: Hispanic women are starting their own businesses at a higher rate than ever.
A WORLD OF INFLUENCEThe upscale Hispanic is also making its mark by becoming an empowered influencer, shifting beyond their Latino circle of friends to their non-Hispanic