• Hispanic Millennials And Healthcare
    As we enter the second open enrollment period for the Affordable Care Act this fall, attention will inevitably turn to driving enrollment among the so-called "young and healthy" segment of 18- to 34-year-old consumers, many of whom are Hispanics. It has been well documented that the initial rollout of the ACA in the fall of 2013 saw early challenges in enrolling "young and healthy" Hispanics. Numerous studies and news reports identified three key challenges to Latino enrollment.
  • Earn High Marks: Consumer Back-to-School Shopping Insights
    Pack up the flip-flops and deflate the floaties. Kids are heading back to school. And if most of them are like my daughter, it's all about what you wear and how you wear it.
  • Selling-In The Hispanic Shopper Program
    In the shopper marketing business, much revolves around the "sell-in."
  • What Navarro Pharmacy Can Teach CVS
    With an eye on strengthening CVS's position in the Hispanic marketplace, the company recently announced plans to acquire Navarro Discount Pharmacies, the largest Hispanic-owned drugstore chain in the U.S. With over 50 years of experience serving the Hispanic community in South Florida, there's a lot a successful local chain can teach the national giant on marketing to Latinos. This recollection of my first visit to a Navarro drugstore explains much of their success.
  • Marketers Are Still Not Investing Enough In Digital Media
    Every year around this time I am excited to analyze the Advertising Age Hispanic Fact Pack from a digital perspective. Every year I am optimistic that marketers will finally realize that U.S. Hispanics spend most of their time consuming digital media and allocate their marketing budgets accordingly.
  • Two Models for Two Hispanic Markets
    Two of the hottest topics in Hispanic marketing in 2014 have been the "Total Market Approach" and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense.
  • How To Win The Hearts And Minds Of U.S. Latinos And Latinas
    Since I emigrated from Mexico City in 1997, I have lived in the United States. I made the United States my home; I became an American and had my children here. I have found the opportunity I was seeking when I came to this country with a dream. I have been very fortunate to have had terrific educational and career opportunities in the United States. Throughout my life here and more recently through my own podcast, I have come across more and more Latinos and Latinas who are having a tremendous impact on our country in business, technology, culture, education, ...
  • Why A Rise In Hispanic Travel Could Mean A Win For The Travel Industry
    Summer is in full swing! The kids are out of school, the temperature is rising, and many of us have a stack of unused vacation days just waiting to be redeemed. So we pack up the car, fill up the tank, and hit the road.
  • The 5 Tiers Of Soccer Retail Activation - And What's To Come
    Every four years we have a FIFA World Cup. And every four years we examine what brands do at retail to leverage the surge of interest in soccer among U.S. consumers. I recently traveled to several markets across America and visited more than 60 Hispanic grocery and mass merchandiser stores to determine how successful different brands were in using soccer fever to generate shopper excitement. Efforts varied, but each fell into one of the following five categories, or tiers.
  • Marketing To U.S. Hispanics Is Like The Offside Rule In Soccer
    Some rules in soccer, as in other sports, are based on absolutes: if the ball crosses the touchline, it's out of bounds. The offside rule is different; it's based on the relative position of players from both teams.
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