Blog

Big-Name Brands Focus Marketing Efforts Toward Hispanic Consumers

As the Latino community grows and the demographic increases in spending power and population, big brands are targeting the community through redefined marketing efforts.

An article in USA TODAY Hispanic Living magazine, written by Michael D. Hernandez, highlights a key player in the Hispanic marketing world. Fred Diaz, who joined Nissan Automotive in April 2013 to lead the company’s day-to-day operations in the U.S., was pleased by the automaker’s budget devoted to Hispanic marketing.

“There was no need for me to do any arm-twisting or insisting that we needed to do more,” said Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.

Walmart and McDonald’s are among other brands following Nissan’s lead, stretching their budgets to reach the $1.2 trillion Hispanic consumer market. According to Advertising Age magazine, Hispanic media spending in the U.S. grew to $7.9 billion in 2012, a statistic that justifies Walmart’s strategy in setting out to double its multicultural marketing in hopes enhance outreach. According to research, these companies have the right idea; the Selig Center for Economic Growth reports that this demographic will account for about 11 percent of all purchasing power by 2017.

“It’s a pretty excmcdonalds13iting time, and the (Latino) community is coming into its own by embracing, like never before, these cultural elements such as music, food and novelas,” saids Jorge Plasencia, chairman and CEO of República ad agency in Miami. Audiences can expect to continue seeing more dual-language advertising campaigns in the media, as big-name brands focus marketing efforts toward Hispanic Consumers.

Here at La Voz we offer special expertise in the Latino market, providing unparalleled insight into reaching and positively impacting this community. Led by experienced bi-cultural and bilingual marketing professionals, we connect our clients with this diverse, dynamic and brand-loyal audience through innovative campaigns.

Tags: , , ,