The Big Tent

Being Latino Means More Than Seeing Our Demographic as a Business Opportunity

In Evangelizing About Hispanic Market, Do We Overlook Complex Issues?

Posted by Tommy Thompson on 10.08.09 @ 11:58 AM


Tommy Thompson

What does it mean to be Latino in America? It's a complex question and many of us have a pretty comprehensive answer. Often, the answer hinges on our varied experiences -- personal and professional. That answer may also change if we base it on what it means to us as a collective people vs. what it means if we're talking about the consumers in this segment that we as marketers target.

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3 comments

How About a Standardized URL for Spanish-Language Brand Sites?

Just Because You Build It, Doesn't Mean They'll Come

Posted by Tommy Thompson on 03.10.09 @ 10:22 AM

Tommy Thompson

I was recently reading an article on the number of brands that have created or are in the process of creating Spanish websites in an effort to increase brand loyalty among Hispanic consumers. There is no doubt that these are the brands that "get it." After all, they are providing relevant content to Spanish-speaking consumers and making it easier to shrink the digital divide that exists among Hispanic consumers and online usage. And while I applaud these brands for reaching out to Hispanics online, I think we need to set some standards for consistency from the get-go.

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8 comments

Targeting Hispanics in a Down Economy Makes Financial Sense

Hispanic Media Offers More Bang for Buck

Posted by Tommy Thompson on 02.04.09 @ 12:20 PM

Tommy Thompson

As the year begins, it's hard not to have a conversation regarding the country's economic situation. We see firsthand the slashing of budgets and brands by marketers looking for ways to weather the storm. As many in the industry know, when brands tighten their belts, Hispanic budgets are usually the first to go. I would argue that marketing to Hispanics gives a brand the most bang for its buck -- which should sound pretty attractive in tough economic times.

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The Problem With 'Hispanic Insights'

They're Not All That Insightful

Posted by Tommy Thompson on 08.14.08 @ 03:44 PM

Tommy Thompson

All Latinos love music, soccer and food, don't they? These seem to be the "insights" all marketers have been leveraging into their Hispanic advertising approach for years now. The problem is that a lot of non-Hispanic segments also like music, soccer and food, and herein lies the challenge -- what insights should we use to adequately reach Hispanics? The key is to think about ways to reach this target as a segment rather than as a consumer.

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30 comments

First Impressions Count

Give New Customers a Reason to Return

Posted by Tommy Thompson on 06.10.08 @ 10:28 AM

Tommy Thompson

Ah, the joys of traveling. I was flying out to a presentation last week with a team from the agency, and, for one reason or another, we ended up using a different car rental service than we usually do. I'm a pretty brand-loyal guy, but what a great chance for these new guys to sweep me off my feet. After we navigated the slow-moving line and received our contract, we were instructed to sit tight as the van was brought around to the front. After more than 30 minutes of "the van is coming up right now" and smug attitudes from the staff and manager, our vehicle finally arrived and we were on our way.

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Go On, Use English (or Spanglish); It's OK

Trying to Reach All 45 Million Hispanics

Posted by Tommy Thompson on 05.15.08 @ 11:13 AM

Tommy Thompson

A few weeks ago, the U.S. Census Bureau released updated data on the size and makeup of the U.S. Hispanic population. The statistics show that this demographic now comprises more than 45 million consumers. The magnitude of the number speaks for itself, but what concerns me is the idea of falling short on the promise that is made to existing and prospective clients.

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Hitting the Niche Within the Niche

Hispanic Market Is Not One Big Homogenous Culture

Posted by Tommy Thompson on 04.22.08 @ 11:25 AM

Tommy Thompson

I think Tru Pettigrew brought up a good point last Monday when he wrote about the need in corporate boardrooms to define the African-American consumer and the appropriate ways to connect with them. The same rings true in defining the Hispanic consumer. What I would like to add though is the need to go deeper into this definition rather than just stopping at the statement "we need to connect with Hispanics" or "our target is Hispanic adults 18-49." The reality is that the Hispanic consumer is not a homogenous group and therefore these types of broad statements won't work for most brands in today's changing environment. In order to effectively connect with today's Hispanic consumer, we must understand that there are sub-segments united by common interests that make the whole. Let's say there are niches within the niche.

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