1. Upcoming Webinars The American Media Mom Breakthrough Innovation
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Cultivating Multicultural Success
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2. The State of the Hispanic Consumer: The Hispanic Market Imperative
Mónica Gil, SVP, Public Affairs and Government Relations, Nielsen
Sabrina Crow, SVP/Managing Director, Global Client Business Partner for Univision, Nielsen
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3. Today’s presenters
Mónica Gil, SVP Public Affairs and Government Relations, Nielsen
Sabrina Crow, SVP/Managing Director, Global Client Business Partner for Univision, Nielsen

4. Nielsen Diverse Intelligence Insight series
In 2011, Nielsen launched a diverse intelligence insight series to help marketers better understand the media and purchasing behaviors of key consumer segments.

5. 14% 50% 35% Latinos vs. Hispanics? First things first
Explain how we will use ‘Hispanics’ and ‘Latinos’
interchangeably throughout; then supply the specific
definition for accuracy if necessary
Source: Pew Research

6. Poll question
Which best describes your primary area of responsibility?
Marketing
Sales
Research
General management

7. Latinos Are Vital to America’s Future
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8. The Hispanic market offers unique growth prospects within our borders
Many companies believe that significant growth opportunities come from outside the U.S., but the Hispanic market offers unique growth prospects within our borders.
What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India, China).
The per-capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India, China).
Goldman Sachs Global Economics, Commodities & Strategy Research: BRICS Monthly Issue 11/06, June 24, Hispanic per capita income is from Census in 2009 constant dollars. Hispanic per capita income is second to Russia, but above Brazil, China and India.
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

9. Hispanic population growth projected to outpace all ethnic groups over the next 40 years
In fact, Hispanics are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total
* Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

10. Hispanics continue to experience dynamic growth vs
Hispanics continue to experience dynamic growth vs. the general population 1 3 1
Every hour in the U.S.
Latinos are born
Even though immigration is down sharply, Hispanics continue to experience dynamic growth.
Between 2000 and 2011, Hispanics accounted for more than half of the U.S. population increase with slightly greater growth than that of all other non-Hispanics combined. Hispanics will contribute an even greater share (60 percent or higher) of all population growth over the next five years.
population.
Source: U.S. Census Bureau Population Projections

11. Not just the coasts: Hispanics are across the nation
The U.S. population map shows continued growth in traditionally Hispanic areas and dramatic dispersal and new growth in areas where Hispanics were recently unknown. The raw growth numbers (represented by dots) show that even with very large established bases, growth persists in California, Texas, the Southwest, most of Florida, New York metro and Chicago metro.
Hispanics are 16 percent of the nation’s population, and have much higher concentrations in Texas (38 percent), California (38 percent), Florida (22 percent), Colorado (21 percent), Nevada (27 percent), and New Mexico (46 percent).
Areas within these states contain large pockets of Latinos where marketers can analyze communities and anticipate new trends that affect a growing proportion of their business. In a very real sense, Hispanics are a bellwether for the rest of the country’s future.
Hispanic growth in the top Hispanic DMA is approximately two or more times larger than total population growth demonstrating their growing influence across many of the country’s major markets.
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

12. Can you afford to miss out?
The growing purchasing power of the Hispanic consumer
2015
$1 Trillion buying power
2010
52 million Hispanics in the U.S.
50% growth in purchasing power by
2015
Latinos no longer just a sub-segment of the economy, but a prominent player in all aspects of American life.
The Hispanic market’s size, growing clout, and buying power of $1 trillion in 2010 and $1.5 trillion by 2015 require thoughtful understanding about what the market represents to a company’s bottom line.
Over 52 million strong, Latinos are impacting every aspect of the national landscape including popular culture, the workforce, consumerism, politics and American national identity.
$1.5 Trillion buying power
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

13. Poll question
What is your company’s annual budget for U.S. Hispanic marketing?
Less than $1 million
Between $1 million and $10 million
Over $10 million
Do not know/None

14. Higher income Latino households showing significant growth
Despite the recession, U.S. Latino households that earn $50,000 or more are growing at a faster rate than total households. The United States is on a path to ethnic plurality, which is largely driven by remarkable Latino consumer market growth.
The country’s vibrant demographic composition, with its healthy multicultural dynamic and youth, are a critical American asset in the global economic competition. At the heart of this asset, both now and over the next several decades, is the Hispanic population.
Highlight 10%, 31% and 71% for focus
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

15. Younger demographics provide focused marketing opportunities
Median age:
Hispanic = 28
U.S. general = 37
The overall U.S. population is graying, but the Latino population remains young and the primary feeder of workforce growth and new consumption. Over 60 percent of the U.S. Hispanic population is under age 35, and 75 percent is under age 45.
The 2011 graph demonstrates a reversal of population trends around age 45, where Hispanics are concentrated in younger segments and non-Hispanic Whites in older groups. The median age of the Latino population is 28 years old, nearly ten years younger than the total market median age of 37 years.
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

16. Latinos fuel growth in key sectors
Residential buying
Food
Retail
Education
Financial
Because of Latinos’ favorable demographics and increasing economic buying power, IBISWorld, producer of Industry Research Reports, has identified seven economic sectors expected to benefit most from Latino demographic change:
Residential buying (Given that the age for a new homebuyer is between 26 and 46 years old, Latinos will become a force in residential purchasing over the next ten years.)
food (grocery and restaurants),
retail (especially clothing and electronics),
education (higher education and technical schools),
financial services, transportation (automotive and airline),
and entertainment and media industries
Transportation
Entertainment and media industries
Source: IBIS World, producer of Industry Research Reports

17. Further evidence of culture sustainability
31%
90%
Hispanic Adults say they want to be MORE LATINO
Hispanic parents want their children to be BILINGUAL
72%
60%
Hispanic adults say they want
to be BICULTURAL
In 2011, intermarried couples classified their children as HISPANIC vs. 35% in 1991
To illustrate the dynamics of culture sustainability, a 2011 national survey of Hispanic adults found the following trends:
• Nine out of ten Hispanic parents and parents-to-be want their children to be able to speak Spanish, even though they also want them to become fluent in English.
Hispanic adults say they want to be more Latino (31 percent) or bicultural (60 percent) than they are now, they like telling people from other cultures about Hispanics (75 percent), and they speak to their closest friend in Spanish (51 percent) or both English and Spanish (24 percent).
An analysis of Census data showed that 72 percent of intermarried parents (one Hispanic, the other non-Hispanic) classified their children as Hispanic in 2011; compared to only 35 percent who did so in 1991.
This metric more than doubled over the years reflecting increased culture sustainability linked to pride, public acceptance, and retro acculturation.
Although the basic elements of culture sustainability have been identified and some qualitative findings have been reported, these quantitative measures represent much needed efforts to empirically address and anticipate the dynamics of culture change in the U.S.
The conventional wisdom and expectation – still prevalent in many companies’ marketing strategies – is that Hispanics will gradually become part of the melting pot. This paradigm in which immigrants shed their culture and blend in has become increasingly untenable.
Several unique circumstances combine to make Hispanics the largest population group to exhibit culture sustainability.
Borderless social networking, unprecedented exchange of goods, technology as a facilitator for cultural exchange, retro acculturation, and new culture generation combine to enable Hispanic culture in the U.S. to be sustainable. In other words, it may evolve but will not go away.

18. Role of language among the Latinos
The Emergence of Bilinguals
English dominant Hispanic Adults now wanting
to read, watch and explore more Spanish media
Language serves as a cultural constant threading through many of the trends discussed. Nielsen Universe Estimates show that 56 percent of Hispanic adults speak primarily Spanish at home, compared to 40 percent who speak primarily English. These data underscore the importance of using Spanish to reach Latinos
Emergence of bilinguals. You are seeing English dominant Hispanic adults now wanting to read watch and explore more Spanish media
What are some bilingual shows/artists that have understood the trend? Jennifer Lopez (american Idol and q’viva” Jenni Rivera (I love Jenni show on Mun2, Betty La Fea, Ugly Betty, Pitbull Bud light ads, Sofia Vergara (Modern Family face of cover girl, voter registration campaigns (Marco Rubio and Antonio Villaraigosa) will be seen in next presidential election.
Source: Nielsen Universe estimates 2011=2012; Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

19. Poll question
Which language is used by your company to market to U.S. Hispanics?
Spanish
English
Both Spanish and English
None/Do not know

20. Takeaways Latinos are fundamental component to business success 1 2
Marketers can’t ignore cultural foundations 3
Importance of new sustainability vs. old melting pot concept
Latinos are a fundamental component to business success, and not a passing niche
HOWEVER you can’t ignore cultural nuances as Latinos are a part of the mainstream so while Latino cultural may evolve it will not go away . When you are one in every 6 people in the, US, no longer part of mainstream but part of total US population. Need to break the melting pot idea. Its simply non existent anymore. Hispanic culture in the U.S. is sustainable, in other words, it may evolve but will not go away. Many Latinos reach back into their roots for a sense of identity. While second and third generation Hispanics are adapting to US culture and customs, they still maintain strong attachment to Latino traditions and value systems, Hispanics in the US experience a strong sense of cultural proud.

21. What Hispanics Watch
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22. Following the video: Hispanics show higher viewership on the Internet and mobile
Monthly Time Spent in Hours:Minutes (Quarter )
6:50
22:01
6:29
4:20
125:48
Watching Timeshifted TV
DVR Playback
Watching Video on Internet
Mobile Subscribers Watching Video on a Mobile Phone
On Traditional TV
11:52
25:16
3:52
3:37
142:05
Hispanic
Non-Hispanic White
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

23. Factors driving co-viewing phenomenon among Hispanic viewers
Higher Hispanic co-viewing than
general market + + =
Family size
Presence of children in household
Language aptitude
Cultural influences such as family size and presence of children, as well as language aptitude determine TV viewing habits.
For example, the co-viewing phenomenon is particularly prominent in the Latino community with parents and children sharing the viewing experience.
In May 2011, Hispanics co-viewed 59 percent of all Spanish language broadcast prime time programming. In the same period, the general market co-viewed 48 percent of all English language broadcast prime time programming.
*May 2011
Source: Nielsen

24. Technology usage among Hispanics: Tracking well among all non-white segments
Latinos may use the same technology as the rest of the country, but adapt it differently making it more of a culture-focused tool. The following discussion of Internet and mobile phone use addresses similarities and differences when comparing Hispanics and the total market.
Hispanics are three times more likely to have Internet access via a mobile device, but not have Internet at home (9 percent vs. 3 percent, respectively).
Overall, Hispanics are 28 percent more likely to own a Smartphone than non-Hispanic Whites, which is a significant avenue of opportunity for marketers.
Hispanics outpace all ethnic groups in mobile data service consumption including music and picture downloads, and at a growing rate. Hispanic dependence on mobile devices for Internet connectivity could explain why their average bill is 8 percent higher than the general market
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

25. Hispanics are immersed in and engaged with
‘online’ and ‘emerging platform’
60%
68%
of Latino households own at least one video or Internet-enabled cell phone vs. 43% of the general market.
spend more time watching video on the Internet vs. non-Hispanic whites.
Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

26. one of most engaged and dynamic targets
Latinos exhibit significant—and substantial—growth in social media usage
Usage rates of
TV + smart phones + social networking + online video + other entertainment =
one of most engaged and dynamic targets
Source: Nielsen

27. Takeaways
Leverage a mix of media and technology options to engage the Latino market’s lifestyle, culture and language preferences. 1 2
Capitalize on new technologies to reach the young and growing Latino market
Since Hispanics access media from every platform available and often lead the general market as early adopters of emerging technologies, you need to leverage all platforms to engage and attract attention

28. What Hispanics Buy
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29. Distinctly different ‘buy’ behaviors displayed by Hispanics
Hispanics product consumption is indeed unique in many respects and well differentiated in comparison to U.S. consumers overall
Latinos make fewer trips to the
store than average*
143 vs.149
But Latinos spend more per trip than average*
$52 vs. $47
LATINOS HAVE DIFFERENTIATED CONSUMPTION
Based on average consumption of many consumer products and their continued demographic growth, Hispanics will be the dominant and in many cases the only driver of domestic CPG sales growth
Evidence from many sources demonstrates that Hispanic product consumption is indeed unique in many respects, and well differentiated in comparison to other U.S. consumers.
Hispanics do not necessarily mirror consumption patterns of all consumers and therefore it is essential to understand their needs, wants, and shopping tendencies. Across all retail channels, Hispanics tend to shop less often, but spend more per trip, and are less likely to buy products at promotional prices.
* average= White Non-Hispanic
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

30. Hispanics accelerating beverage trends
Category Example
Beverage sales trends show powerful evidence of Hispanic consumers acting as:
the accelerators for growing categories
the brakes for declining ones
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

31. For Hispanics, brand loyalty prevails in three categories ALL CPG:
What’s in the basket?
Private Label vs. Branded
For Hispanics, brand loyalty prevails in three categories ALL CPG:
Hair care
Baby products
Health & Beauty
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

32. Takeaways 1 If you haven’t already, the time to invest is NOW!2
Collaborate! Manufacturers and retailers must work together to capture sales
(especially in non-key Hispanic categories or across the store)
If the Latinos in the US were a stand alone country today , this population’s buying power would make it the 12th largest economy in the world, by 2015 it would be the 8th
By 2040, Hispanic populations will be the equivalent to 10 NYC ( populated with ONLY Hispanics)

33. Poll question
Which is the primary media platform used by your company to market to U.S. Hispanics? TV
Online
Mobile
Print
Radio
In-store
None/Other

34. Market-driving Examples
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35. Marketing strategies should reflect cultural cornerstones…
The same commercial shown in Spanish bumps up ad recall by as much as 30%
Hispanics remember English language commercials as well as the general population
Hiring Spanish- speaking talent to deliver the script resonates 30% better with Latinos
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

36. “They wanted more things that remind them of home.”
H-E-B meets w/ customers, asks “what would you love to see?” and delivers!
North Lamar Boulevard and Rundberg Lane, North Austin, Texas
“They wanted more things that remind them of home.”
“The $7 million remodeling project — which added 6,000 square feet and about 40 employees to the store — includes a masa factory that grinds corn daily, a tortilleria that will turn that masa into tortillas, a carniceria (Latino- focused butcher shop) and a deli with fresh salsas and cremas.”
H-E-B renovates North Austin store to focus on Latino customers
By Barry Harrell AMERICAN-STATESMAN STAFF
Updated: 9:50 p.m. Thursday, Dec. 29, 2011; Published: 9:45 p.m. Thursday, Dec. 29, 2011
With its North Lamar Boulevard and Rundberg Lane location due for a renovation, H. E. Butt Grocery Co. decided to remake its North Austin store to reach out to one of its key demographics: Latino customers.
The $7 million remodeling project — which added 6,000 square feet and about 40 employees to the store — includes a masa factory that grinds corn daily, a tortilleria that will turn that masa into tortillas, a carniceria (Latino-focused butcher shop) and a deli with fresh salsas and cremas.
H-E-B officials said the store will give customers "everything they need to create all their favorite Latino-inspired dishes."
The North Lamar location is the first H-E-B store to incorporate those features, spokeswoman Leslie Sweet said.
The company has opened two locations of its Latino-focused Mi Tienda brand (Spanish for "My Store") in Houston and decided to bring some of those features to Austin, Sweet said.
"This North Lamar store has a large Hispanic customer base, and we do formal and informal meetings with our customers asking them, 'What are you not finding, what would you love to see?'" Sweet said.
"They wanted more things that remind them of home," Sweet said. "For example, we made a move from a traditional meat market to a carniceria, which has more seasoned meats than you traditionally find. It's more reminiscent of this customer, what they and their families have been making in Texas in past generations.“
FULL STORY:
Source: H-E-B & Alberto Martinez / Austin American-Statesman (photo)

37. Winn-Dixie’s Miami store transforms—bilingual décor, made-to-order Cuban café & more!
November 15, :02 AM Eastern Time 
Fresh, New Shopping Experience Awaits Guests at Winn-Dixie Coral Way Store
MIAMI--(BUSINESS WIRE)--Winn-Dixie Stores, Inc. (NASDAQ: WINN), today celebrated the completion of its seventh state-of-the-art transformational store and the first to have a bilingual décor package. The newly renovated store, located at 3275 SW 22nd Street in Miami, provides guests solutions and services to make shopping easier and fun.
Features specific to the newly remodeled Miami Winn-Dixie include:
New bilingual store décor package with a cleaner, modern and more attractive setting including a new store façade with entrance leading into the store’s expanded produce department that features a wide selection of the season’s freshest fruits and vegetables
A made-to-order Cuban café and cozy sitting area with free Wi-Fi that is fully equipped to serve authentic Cuban favorites including Cuban coffee and a variety of freshly-prepared sandwiches and pastries
NEWS RELEASE:
Source: Winn-Dixie

38. Pathmark catering to demographics of the neighborhood
Progressive Grocer reported on Mar. 16, 2012—
“Our remodeled Weehawken store…offers shoppers products that match their needs and cultural preferences,” said Sam Martin, president and CEO of Montvale, N.J.-based A&P. “With more diverse offerings and a friendlier, more modern atmosphere, this renovation is a prime example of our goal to enhance our customers’ shopping experience.”
Revamped Pathmark Store Reflects Area’s Diversity
Mar 16, 2012
The Great Atlantic & Pacific Tea Co. Inc. (A&P) has completed the renovation of its Pathmark store at 4100 Park Ave. in Weehawken, N.J., which now features more than 1,400 new items in the dairy, frozen food and grocery departments, including foods from Mexico and Central and South America, in addition to an updated layout and new wall treatments and fixtures.
The overhauled 55,000-square-foot location now offers a larger selection of products reflecting the local community’s Hispanic population, as well as other preferences of area customers.
“Our remodeled Weehawken store shows our steadfast commitment to serving our customers in the community through a neighborhood store that continually offers shoppers products that match their needs and cultural preferences,” said Sam Martin, president and CEO of Montvale, N.J.-based A&P. “With more diverse offerings and a friendlier, more modern atmosphere, this renovation is a prime example of our goal to enhance our customers’ shopping experience.”
More than 20 new associates have been added to the store’s workforce. Both new and existing employees underwent special training to enable them to better assist customers in every department of the store. Further, now 60 percent of the location’s associates are bilingual.
Hispanic products available at the Weehawken Pathmark include fresh beef hearts, oxtails, mutton and pig ears in the 36-foot meat case that debuted last month; Cuban and Puerto Rican breads, concha rolls, marranitos and povloron cookies, and a new Hispanic pastry case, featuring such delicacies as pastelitos and empanadas, in the bakery; fried plantains, taquitos, empanadas, Cuban and Dominican tamales, and Columbian corn cake at the deli hot-food bar; pulled pork sandwiches, hot Cuban sandwiches, Spanish ham & Muenster sandwiches at the specialty-sandwich bar; El Dorado espresso, café especial, colada, café latte or cappuccino at the new full-service espresso bar; and fresh yucca, yautia, malanga, name and batatas in the produce department, which has doubled in size.
FULL STORY:
NJ.COM STORY & PHOTOS:
Source: Pathmark, Progressive Grocer & NJ.com

39. “Hormel Foods introduces MegaMex Foods, where you can find all the flavors of Mexico”
Hormel as acquired a number of brands serving up “Mexican” flavors.
Megamex is a joint venture between Hormel Foods Corporation (NYSE: HRL) and Herdez Del Fuerte, S.A. de C.V
Source:

40. Macy's partners with Latina Magazine & the Hispanic Scholarship Fund
In honor of Hispanic Heritage Month; Macy's partners with Latina Magazine and the Hispanic Scholarship Fund for special events, incredible internships and model searches nationwide to celebrate Latino culture and accomplishments NEW YORK, Sep 12, 2011 (BUSINESS WIRE) -- This fall, Macy's celebrates Latino-Americans with partners Latina magazine, the nation's leading beauty/fashion and lifestyle brand for acculturated Latinas, and the Hispanic Scholarship Fund, in honor of Hispanic Heritage Month. From special events nationwide to once-in-a-lifetime internship opportunities, Macy's joins Latinos across the country in celebration of Hispanic heritage, culture and achievement.
"Macy's is delighted to once again celebrate Hispanic Heritage Month with a host of in-store special events and partnerships," said Dineen Garcia, Macy's vice-president of Diversity Strategies. "In celebration of Latina magazine's 15th anniversary and in support of the Hispanic Scholarship Fund's Generation 1st Degree initiative, we hope to entertain, empower and build upon the legacy of success in the Latino community."
"For 15 years, our mission has been to promote the advancement of U.S.-born Hispanic women," says Galina Espinoza, co-president and editorial director of Latina Media Ventures. "And so we are thrilled to partner with Macy's on a program that provides such exciting opportunities for Latinas, particularly in the area of education."
NEWS RELEASE:
Source: Macy’s

41. Manufacturer Hispanic websites & apps
And what about your websites? Do you provide language options for your customers? Here is an example of two manufacturers (Unilever and Nestle) who provide Spanish language options on their web sites. You will find more manufacturers with Spanish language options than retailers or restaurants. For example, Kroger, Safeway, Target and Walmart do not offer Spanish language options on their web sites. HEB has Spanish options for their HEB stores in Mexico, but not their U.S. stores. There are no Spanish language options for Burger King, McDonald’s or even Taco Bell. However, you can order online at Domino’s and Pizza Hut and use a Spanish language option.
Unilever launched a new Hispanic web site in August of Nestlé provide shoppers choice of English or Spanish language options.
Unilever:
Nestlé:
Source: Company websites

42. General Mills’ Spanish language app for Apple iPad
Instant access to more than 900 Latin-inspired recipes, in 12 different categories
General Mills was quick to take advantage of the iPad and create a Spanish language recipe app.
General Mills Inc. Launches Its First Spanish Language App for Apple® iPad – Que Rica Vida Recetario™
The Application is Available on iTunes and Offers Hispanic Consumers Instant Access to Hundreds of Recipes for Delicious Latin-Style Meals
October 08, :38 AM Eastern Daylight Time 
MINNEAPOLIS--(EON: Enhanced Online News)--General Mills Inc. today launched its first Spanish-language application for the Apple® iPad platform, which will provide Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes, in 12 different categories, such as appetizers and snacks, breakfasts, salads, garnishes, drinks and beverages, breads, pastas, pastries and cookies, entrees, desserts, sauces and soups. The app, Qué Rica Vida Recetario, is available at no charge on iTunes.
NEWS RELEASE:
Source: Company website

43. P&G’s Gain expanding to reach Hispanics
P&G aims new Gain dish soap at Hispanic shoppers
By DAN SEWELL, The Associated Press August 2, 2010, 10:37AM ET
Procter & Gamble Co. is focusing this month's launch of Gain dishwashing liquid on U.S. Hispanics, a growing population attracting increased attention from household products makers.
The company's first new hand-dishwashing brand in some four decades will soon debut with a marketing campaign led by a Hispanic ad agency. The campaign underscores that while P&G builds business in emerging economies overseas, it's also courting a growing market at home.
Analysts say P&G and competitors such as Clorox and Colgate-Palmolive are looking at the numbers -- the Hispanic population is growing faster and is younger than the population as a whole.
Hispanic buyers helped build Gain laundry detergent into a billion-dollar brand in annual sales.
FULL STORY:
Photo: P&G Gain

44. Ethnic diversity impacting general population
The growth of various ethnic groups is also having an impact on what mainstream America buys—with strong growth in various ethnic foods.
Source: MultiAd Kwikee

45. How do you improve your marketing success?
Adjust and refine your marketing
mix
Recognize
cultural
components
Improve your organization’s readiness
Recognize cultural components
Importance of language
Familiar faces, places and images within media campaigns and advertisements
Culture sustainability is evolving, not receding
Adjust and refine your marketing mix
Develop a multi-cultural marketing plan with measurable objectives based on dollar opportunity, not just for diversity’s sake
Specify general market media as well as specialized media
Use technology to match user preference (mobile, online, TV)
Latinos are connected; use social media to “test” your product and understand how Hispanics interpret it (names, associations, colors, etc)
Improve your organization’s readiness
Hire, train and develop Hispanic employees. Use bilingual bicultural executives to grow your business. Identify your top high potential Hispanic talent and invest in them
Create an external advisory council
Create or leverage Employee Resource Groups

46. For more insights, go to Nielsen Wire
Q&A
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For more insights, go to Nielsen Wire
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