• Hispanics Enroll Under The Affordable Care Act Despite Lingering Questions
    According to Obamacare Facts, up to 47 million Americans were uninsured before the Affordable Care Act (ACA). That changed during the 2014 open enrollment period when 8 million Americans enrolled in marketplace plans. And with a more stable website and additional resources on the street, it is estimated that 11.7 million enrolled during the 2015 window, including 4.5 million who re-enrolled from 2014.
  • When The Scale Tips, What Side Will You Be On?
    For decades, Hispanic marketers have pled the case for increased Hispanic investment. Together, we trudged through the muck of Hispanic 101, when all brands wanted to do was use Spanish-language versions of their existing advertising, when Hispanic PR was an afterthought. Digital? Well, that was just a Spanish-language translation of an existing web site.
  • Reach Out And Touch Someone
    Recently, I met with a senior sales executive of a very large consumer packaged goods (CPG) company. During our discussion of metrics and team KPIs (key performance indicators), e.g., number of sales calls, customer cycles, sales cycles, percentage of deal closures, he uttered one of those rare observations that makes you sit up and take notice. In reviewing individually with each of his 10+ staff members how things were going with his corporation's customers, this sales boss asked: "Did you touch them?"
  • Google Celebrates Commitment To Hispanic Market
    Last month I had the pleasure of attending Google's Hispanic marketing forum in New York. Of course, it was great to reconnect with many colleagues who have helped shape the Hispanic online market, but, most importantly, it was great to witness firsthand that Google is truly committed to Hispanics online.
  • Are Hispanics The Last Line Of Defense For Struggling Brands?
    The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?
  • TV Binge Viewing Is The New Normal Among Hispanic Consumers
    This past winter was brutal. With cities like Boston buried under 108 inches of record-breaking snowfall and a couple cold snaps still to come, what better way to past the time then catching up on the latest season of your favorite TV show. And the timing couldn't be better.
  • Earn An A+ On Your 'Regreso A Clases' Report Card
    If regreso a clases, aka "back to school" (BTS), marketing plays an important role in your brands' programs, well, by now you should be locking in the final details with your retail partners. Major retailers like Target, Walmart, Family Dollar, and Walgreens are deep into their BTS planning. What many BTS programs overlook, however, is the critical role Hispanics play in the scholastic season. Following are key points you should be mulling over as your team lays out its pre-store, in-store, and post-store BTS retail plans.
  • CPG Brands Should Start E-Commerce With U.S. Hispanics
    Despite clear consumer preferences and major digital disruption in other industries, well-established CPG companies have been slow to embrace e-commerce. Technology innovations that make online CPG shopping convenient and viable, such as Amazon Fresh and Prime Pantry, Peapod and Instacart, are emerging to meet digital consumer demand. The CPG industry is fast approaching a digital tipping point that represents a huge opportunity for early movers and a real threat for those that do not move.
  • How Hispanic Gen Z Will Change Everything
    As the tail end of millennials turn 21 and graduate from college, it's time to turn our attention to next major consumer group - those under 21. Gen Z is huge. According to the U.S. Census (March 2015), those under 20 represent 25.9% of the U.S. population or 83 million people.
  • Total Market Consumer Sentiment In America: The Numbers Favor Hispanic Shoppers
    For the third year in a row, we have conducted a nationwide study on how the U.S. Hispanic community feels about the health of the economy, the status of their own financial health as it relates to the economy, and what plans they've made to spend their disposable income in the economy.
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