36 results
  • Cinco Mega Topics
    As we near the most "archetypical" of Hispanic holidays, Cinco de Mayo, instead of getting into an exhausting explanation of why (or why not) the day is important, below are ...
  • Shoot And Score With Your World Cup Marketing Strategy
    Clients have started thinking about 2018, even though 2017 only just started. I know it seems crazy, but keep in mind, national retail and promotional partnerships require significant lead time. ...
  • Hispanic Marketing In The Trump Presidency Era
    They say that the bulk of the president's job is dealing with the unexpected. Candidates campaign on platforms and promises which in many cases are not fulfilled nor accomplished. So ...
  • Top 10 Latino Creative Devices
    As we were presenting work to a client a question came up: "Where is the Latino relevance in the execution?" Frequently, when presenting creative work for the Hispanic market, there ...
  • The Latino-Infused CPG
    A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos ...
  • Tipping the Latino Scale
    Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be ...
  • The Latino-Infused CPG
    A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos ...
  • The Unexpected Winner Of Copa America Centenario
    In what was perhaps one of the most interesting soccer tournaments in 100 years, the question that kept coming to my mind during the Copa America Centenario was: who won? ...
  • Three Strikes For First Timers
    Over the course of my career, I have very frequently run into "first timers." What do I mean by this? Companies, clients or brands that have never marketed their product ...
  • Top 10 Latino Creative Devices
    As we were presenting work to a client a question came up: "Where is the Latino relevance in the execution?" Frequently, when presenting creative work for the Hispanic market, there ...
  • The Juices Of Life
    I was visiting my local grocery store, Sun Fresh Markets by Minyards, in Dallas this week. Think of the format as Minyards trying its best to look like the cool ...
  • If I Were CMO For Republicans Or Democrats This Election Year
    A lot of articles, studies and presentations about Hispanics come across my screen. My interest in this group is obviously professional, but as of late, two very recent and related ...
  • Hispanic Marketing Vs. Marketing To Hispanics
    As I reflected on 2016 goals for our multicultural division, I was trying to think through the process of listing what we did well and what we could have done ...
  • Servicing Service
    If you take a look at the 2015 Hispanic Fact Pact, you will notice that service advertisers are about 21% of the 50 largest spenders in Hispanic media. Granted, there ...
  • Purists, Practicals And Hair Splitters
    A lot of the target focus and discussion today around Hispanic segments are on what I like to refer as the "middle market." I use this term to group all ...
  • 360 Roses And Thorns
    To attend Multicultural Retail 360 is always fun. Recently rebranded from "Hispanic Retail 360" to "Multicultural Retail 360," the event this year positioned itself as a broader venue to learn ...
  • We Are Sometimes In The Export Business
    As the Hispanic market continues to expand and more service providers or CPG manufacturers want to get their fair share of growth, I often find myself telling clients "this is ...
  • The Bird In The Hand
    I can already hear the movie trailer in my mind "In a world...with limited metrics and people with a passion for Hispanic marketing, the black-hole discussion of acculturation is threatening ...
  • Latinomics
    I have been mulling this word in my mind for a few years now, okay, maybe a decade or so. It's a term I will claim because I don't think ...
  • 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 ...
  • 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 ...
  • Lent Me Your Ears
    Friends, shopper marketers, countrymen, Lent me your ears. ...
  • Ringing In Square One: Easy as 1-2-3
    You've heard the phrase "back to square one." Interestingly, when it comes to framing Hispanic shopper marketing initiatives, many shopper marketing managers at many large brands have no idea where ...
  • The Three Kings Of Hispanic Holiday Shopping
    While it's not news that sales during the Christmas holidays can make or break a retailer, it is important to study those sales as a barometer of how shoppers feel ...
  • Latinos' Love Affair With 'Clubbing'
    If by "clubbing" you think I refer to a Friday evening trendsetter or Saturday midnight music lover, actually I was referring to that apple of the CPG manufacturers' eye, Hispanic ...
  • In-Store Inflection
    "Points of inflection" are the shopper marketer discoveries - nuggets of data - which reveal if we are missing untapped opportunities with Hispanic shoppers. Where and how are Hispanic shoppers ...
  • Mass Market And Club Channels Are High On Hispanic Grocery Lists
    Hispanic shoppers are doing a lot of their grocery buying in the mass market and club shopping channels, according to a recent quantitative survey. National manufacturers who do a big ...
  • Selling-In The Hispanic Shopper Program
    In the shopper marketing business, much revolves around the "sell-in." ...
  • 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. ...
  • What Shopper Marketers Can Learn From Hispanic Shopping Malls
    About a decade ago, I read in Icono Culture about a trend in which old, outdated strip malls were being refurbished to cater to Latino shoppers. The article cited two ...