Lee Vann

Articles by Lee All articles by Lee

• Latinos Are Saving Our National Pastime,1 Bat Flip At A Time in Marketing Insider on 08/25/2021
  

  Of the top 20 best-selling MLB jerseys entering the 2021 season, eight are worn by Latino players.

• Does Multicultural Inauguration Signify Changes To Come? in Marketing Insider on 02/03/2021
  

  Let's hope so. Corporate America has been slow to incorporate multicultural marketing.

• Hispanic Purchasing Power Packs A Punch At The Grocery Store in Marketing Insider on 01/25/2018
  

  The purchasing power of the estimated 57 million Hispanics in the United States has soared to heights never before seen, according to the recently issued report, "The Why? Behind the Buy U.S. Hispanic Shopper Study," 6th Edition. This is great news for the grocery and CPG sectors of the U.S. economy, as Hispanics have become one of the most sought-after ethnic groups in the retail grocery market - and there are many lucrative reasons why.

• The Truth About Marketing To Spanish Speakers in Marketing Insider on 01/24/2018
  

  Yes, the Pew Research Center recently reported that share of Latinos who speak Spanish has declined in major U.S. metro markets. But did you read past the attention-grabbing headlines?

• How The Russians Will Bring Multicultural Marketing To Light in Marketing Daily on 12/01/2017
  

  As you probably know, the Russians are accused of attempting to influence the 2016 U.S. presidential elections. It has come to light that one of the tactics they used was advertising on social networks, including Facebook, that intended to "amplify racial and social divisions in our country".

• Are You Authentically Connecting With U.S. Hispanics Or Are You Hispandering? in Marketing Insider on 11/24/2017
  

  The difference between connecting and pandering to your Hispanic consumer is a fine line. When you reach out to Hispanics solely for your needs and with little authenticity (soccer balls and Mariachis everywhere!), you're pandering. When you reach out to address mutual needs in an authentic way, you're connecting. Awareness of this difference can mean gaining the loyalty of your audience versus being an object of ridicule, as politicians from Hillary Clinton to Donald Trump, as well as major brands have learned.

• 3 Key Insights For A Winning Hispanic Marketing Strategy in Engage:Hispanics on 09/26/2017
  

  The annual Hispanic Fact Pack is out and full of insights that will help you connect with the exploding Hispanic market. Here are the top facts you cannot miss before your embark on your next Hispanic marketing project.

• Transcreation 101: All You Need To Know To Maximize Your Content Efforts in Engage:Hispanics on 09/21/2017
  

  We live in a globalized era, when many times, as content producers and marketers, we create content for a campaign in one language and then translate it to reach a multicultural audience in the U.S. or consumers in other countries.

• You Say Hola, I Say Alo: Hispanic Terminology Best Practices in Engage:Hispanics on 09/14/2017
  

  Hispanic Heritage Month is around the corner and with it comes an influx of brands trying to connect to the ever-growing, digitally savvy purchasing powerhouse: the Hispanic community. It's always refreshing to see brands celebrating Hispanics. Some brands are well prepared and hit the target; others get kudos for trying to craft messages that resonate, with the occasional ad that completely misses the mark. But what should marketers do to ensure that their brands get it right?

• Hispanic Millennials, The New Now Of Retail  in Engage:Hispanics on 07/20/2017
  

  Every cloud has a silver lining. And when it comes to the current status of the retail industry, which ranges from "bleak to promising," according to Business.com, that silver lining consists of Hispanic millennials. In fact, regardless of the state of retail at large, Hispanic millennials - especially Latinas - are the new now of retail, and their impact on your bottom line may be more than you realize.

Comments by Lee All comments by Lee

• My 'AHAA' Hispanic Marketing Moment by Lee Vann (Engage:Hispanics on 01/12/2017)
  

  Thanks for the comment Dr. Beniflah- Your questions are definately at the top of my list and AHAA's and I am confident that we will make positive strides to address both in the near future.  Your input and collaboration now, and as we move forward are greatly appreciated.Gracias!Lee

• 10 Facts To Convince Your Boss To Invest In Hispanic Marketing by Lee Vann (Engage:Hispanics on 10/13/2016)
  

  Hi Jonathan-  Thanks for your comment, agree that at this point we "shouldn't" need to convince anyone, but based on our experience, we need to do this, siempre.Lee

• Why Targeting Hispanics Online Is Worth The Money by Lee Vann (Engage:Hispanics on 09/08/2016)
  

  Thanks for the comment Ivan, glad you guys are seeing first hand that targeting Hispanics online is worth the money!

• Cultural Relevance Will Be Key To Connecting With Hispanics Via VR by Lee Vann (Engage:Hispanics on 08/11/2016)
  

  Xavier-  As always thanks for your comment, totally agree with your point of view and hope to catch more and more multicultural Pokemon's!

• Hispanic Agencies Aren't Fading; The Ones That Evolve Are Getting Stronger by Lee Vann (Engage:Hispanics on 06/09/2016)
  

  Thanks for your comment Lisa!  The only way to change this perception, is to prove them wrong by doing work that drives results.

• Hispanic Agencies Aren't Fading; The Ones That Evolve Are Getting Stronger by Lee Vann (Engage:Hispanics on 06/09/2016)
  

  Hi Anna - thanks for your comment. I agree that what you bring up is happening, but at the end of the day, this approach won't work in the long run and savvy brands will realize this and turn to professionals who truly know their craft.

• What Every Marketer Should Know About Latino Influencer Platforms by Arturo Nava (Engage:Hispanics on 01/29/2015)
  

  Arturo- Great piece, thank you for referencing my previous post. Like anything else, influencers can be powerful and support brand objectives when the execution is authentic, real and transparent.

• Hispanic Online Marketing: 2014 In Review by Lee Vann (Engage:Hispanics on 12/11/2014)
  

  Hi James- I am the author of this piece, please feel free to reach out. Lee

• Why Spanish Will Always Be Critical For Reaching This Demographic Online by Lee Vann (Engage:Hispanics on 06/13/2013)
  

  Jose- Thanks for the comment, I too appreciate the spirited debate. The published data that I cited makes the argument very clearly that Spanish remains critical for Hispanics both online and offline. Although I have not seen the research you cited in your original post I have seen data that indicates that Hispanics, regardless of language preference, cite that they use the Internet primarily in English. The key question to ask is why? In my experience, the answer is because there is relatively little out there online in Spanish and what is out there is not up to snuff. This in turn has created low expectations among some Hispanics and trained them to bypass Spanish sites, even if they prefer Spanish. We have seen first-hand that this lack of Spanish content online and low expectations has created a wonderful opportunity for marketers and for our industry to emphasize Spanish by creating high-quality Spanish language digital experiences. The data clearly shows that the Spanish language is and will remain a cornerstone for Hispanics and I recommend marketers celebrate and embrace Spanish not de-emphasize it.

• How Digital Is Changing This Market by Jose Villa (Engage:Hispanics on 06/06/2013)
  

  Jose, thank for the post, I think that Luis has a point in that Hispanics, regardless of language preference consume digital content in English because there is little out there in Spanish, my counter post can be found here: http://bit.ly/12Fbz37

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