Marketers who recently attended the annual ANA Multicultural Marketing & Diversity Conference heard this from the President of Kellogg North America: “If you’re just beginning, hurry up. Because your competitors are doing it.”
To what was he referring? Marketing to the increasingly influential U.S. Hispanic marketplace.
The accomplished corporate leader admitted his company had been late to the game, telling attendees that in 2009 a mere 1 percent of the brand’s marketing budget was devoted to capturing Hispanic consumer attention. “Competitors, meanwhile, were crushing Kellogg in the Hispanic market.”
The company has since stepped up its game, setting an example for the many organizations whose growth depends on the youngest, fastest-growing group in the U.S.
Similarly, RAM Trucks has demonstrated its desire to reach this critical consumer market by aligning with Latin music superstar Juanes. The company signed Juanes to be the spokesperson for its current multi-channel campaign targeting truck buyers in the top 17 Hispanic markets, most in the southwest part of the country.
And they are not the only ones in the auto industry investing in the Hispanic community, according to Sara Hasson, VP of Automotive Brand Solutions at Univision.
“Leaders in the auto industry are recognizing they can’t deliver future sales growth without effectively reaching Latinos,” Hasson said. “They are revving up sales and cultivating a loyal customer base by targeting Latino consumers in culture, thus making Hispanic marketing a strategic business imperative.”
Whether its trucks, cereal or financial services you’re selling, the Hispanic customer is a must-win target, wielding more influence over their peers as compared to other demographic segments. To learn more about how Coopera can help you win the attention and business of this critical market, don’t hesitate to get in touch.Leave a comment
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