Henry Gomez

Articles by Henry All articles by Henry

• The Top 7 Things I've Learned About The Hispanic Market in Engage:Hispanics on 05/24/2016
  

  In my career, I've had good mentors and been on the receiving end of some eye-opening lessons; what follows is a distillation of that received wisdom.

• Introducing The New (Old) Hispanic Market in Engage:Hispanics on 01/28/2016
  

  In 20 years of working in the U.S. Hispanic market, I've had a front-row seat, watching as marketers have taken notice and, subsequently, put their money where the opportunity is. But since marketers tend to have short attention spans, I'm afraid that some Hispanic consumers are getting lost in the Madison Avenue shuffle.

Comments by Henry All comments by Henry

• Why Not A New Netflix, But Ad Supported? by P.J. Bednarski (VidBlog on 09/01/2015)
  

  Because people hate commercials but they LOVE free stuff. Advertisers make stuff free or at least cheaper. Start-ups that are providing a lot of value to consumers right now and gaining huge market share are also bleeding cash. Eventually these types of companies have to turn a profit. I see a not too distant future where Netflix et al introduce ads as a way to keep subscription fees down.

• The 'Trump/Total Market' Hispanic Slump by Jose Villa (Engage:Hispanics on 07/27/2017)
  

  Raul, I couldn't agree with you more. The Spanish-preferring Hispanic population in the US continues to grow, just not as fast as the English-preferring Hispanic population. People have lost sight of absolute numbers in favor of proportions. CMOs and CEOs who don't have a vested interest or experience in the Hispanic market are easily persuaded that the vast majority of Hispanics are bicultural and that the Spanish language in America is dead. 

• The 'Trump/Total Market' Hispanic Slump by Jose Villa (Engage:Hispanics on 07/27/2017)
  

  I thought the Target CMOs comment about border towns was interesting in what he didn't mention. The bottom fell out of the Mexican peso in November and it didn't recover to previous levels until late March. Retail sales are reported with a lag. I wouldn't be surprised to start seeing better numbers soon. 

• The 'Trump/Total Market' Hispanic Slump by Jose Villa (Engage:Hispanics on 07/27/2017)
  

  I agree it’s an oversimplification to blame Trump. This contraction in the Hispanic marketing industry has been going on for some time. I remember being consciously aware of it when Burger King took away Hispanic advertising duties from Latinworks and consolidated a “total market” approach at CP+B in 2010. Why do clients want to move away from Hispanic (or ethnic) marketing and toward “Total Market”?   1.     Perceived cost savings. Marketing isn’t respected in most client organizations and is seen as an expense, not an investment. Ethnic marketing is even lower on the totem pole. They don’t believe ethnic marketing provides ROI or they haven’t been able to calculate it, so they think cutting it will go straight to the bottom line.    2.      Unless there’s an ethnic marketing champion very high on the corporate ladder, it is handled at the mid-management level, so it’s much easier to cut. 3.      General market agencies are getting in on the act, selling “total market” approach because it benefits them in a time of shrinking budgets across the board.

• Are You Talking To Me? by Maria Amor (Engage:Hispanics on 04/25/2016)
  

  Link to Wells Fargo spot does not work. Says video is private.

• Anger, Bitterness, And The Beyonce Bump by (Mad Blog on 02/11/2016)
  

  "He owns a stake of two of the mega-brewer's distributors in his native state of Louisiana, according to trade publication Beer Business Daily."https://www.washingtonpost.com/news/the-switch/wp/2016/02/08/the-real-story-of-peyton-mannings-weird-love-for-budweiser-papa-johns-and-gatorade/

• Anger, Bitterness, And The Beyonce Bump by (Mad Blog on 02/11/2016)
  

  Turns out that Manning wasn't paid by Budweiser to promote the brand. He owns two Bud distributorships so his shout outs were for his own benefit but not a direct endorsement. The Beyonce black panther show was beyond tasteless. 

• It Feels So Good by Bob Garfield (Garfield at Large on 01/18/2016)
  

  It's a great analogy. Yes, people woult like to evade taxes (ads) if they can. But the analogy works both ways. When a plurality or majority of people evade the tax, then the benefit the taxes bring go away. So the task for advertisers (just as for governments) is to make taxes fair but inescapable. 

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