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Lee Vann

Member since January 2008Contact Lee

Co-Founder and Chief Strategy Officer

Articles by Lee All articles by Lee

  • 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.

  • Amazon Opens Its Doors To Millions Of Hispanic Shoppers in Engage:Hispanics on 07/07/2017

    This year, Amazon quietly rolled out a Spanish-language version of Amazon.com and in turn, helped dispel the myth that because Hispanics are young and the majority are U.S. born, there is no reason to communicate with them in Spanish.

  • Hispanic Homeownership Is On The Rise: Know It, Own It!  in Engage:Hispanics on 06/15/2017

    Hispanics today are actively seeking homeownership opportunities. They view owning a home as part of their social and economic well-being and are more than ever financially prepared for it.

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