Erin Conrad

Articles by Erin All articles by Erin

• Why Brands Still Don't Have A True Hispanic Marketing Strategy in Engage:Hispanics on 12/29/2016
  

  You have likely read the numerous articles and studies that highlight Hispanic consumers in the United States. Particularly, analysts and media tout the incredible growth, young demographics, amplified spending power and hyperactive digital and mobile consumption of the Hispanic market - all of which make it one of the most attractive demographics for marketers. However, U.S. Hispanics are vastly underserved, and the opportunities to reach them through digital remain largely untapped.

• Narrowing The Gap Between Shopper And Brand Objectives With A Bottom-Up Approach  in Engage:Hispanics on 08/18/2016
  

  An all-too-common challenge for marketers is significant disconnect between objectives (and budget allocation) for generating brand awareness and driving sales. The good news is, marketers who look beyond more traditional campaigns are finding ways to effectively accomplish both - including Amy Colella, VP of marketing communications at The Padilla Group. Seeking crossover appeal for Padilla Foods' El Yucateco hot sauce line, Colella turned to influencer campaigns to drive interest among a diverse U.S. audience.

• To Reach The Digital Hispanic Today, You Need A Variety Of Content And Voices in Engage:Hispanics on 04/12/2016
  

  It surprises me how often clients believe that marketing strategies to the reach the Hispanic consumer should be exclusively in Spanish or distributed on Spanish-language media outlets. They seem to be unaware that more than 60% of growth in the Hispanic market comes from U.S. births, or that 33.2 million Hispanics over the age of five (68%) now speak English proficiently, as verified by Pew Research Center. While many marketers today understand, and are very interested in the opportunity that Hispanics with $1.5 billion in buying power represent, they naively expect a solution that is talla unica (one-size-fits-all).

• Why Brands Still Don't Have A True Hispanic Marketing Strategy in Engage:Hispanics on 02/23/2016
  

  You have likely read the numerous articles and studies that highlight Hispanic consumers in the United States. Particularly, analysts and media tout the incredible growth, young demographics, amplified spending power and hyperactive digital and mobile consumption of the Hispanic market - all of which make it one of the most attractive demographics for marketers. However, U.S. Hispanics are vastly underserved, and the opportunities to reach them through digital remain largely untapped.

• Why Visual Content And Video Are So Popular With Latino Consumers  in Engage:Hispanics on 01/26/2016
  

  In an era of social media dominance, it comes as no surprise that visual content reigns supreme. The Latina social influencer community, in particular, distinctly prefer visual platforms like Snapchat, Instagram and Pinterest. Why? The top Latina influencers tend to cover beauty, fashion and travel categories, making visual content key when crafting their stories. In fact, Hispanic Pinterest users increased to 21% in 2014, up from 18% the year before but is still a developing platform for Latinas and nearly 34% of Hispanics use Instagram, compared to 21% of white adult Internet users.

Comments by Erin All comments by Erin

• Why Brands Still Don't Have A True Hispanic Marketing Strategy by Erin Conrad (Engage:Hispanics on 02/23/2016)
  

  Thanks Pedro for your endorsement. For our sake of our sanity I have to believe that one day “Hispanic Marketers” will be able to stop repeating the same stats and facts and that brands will engage beyond checking the proverbial box. It is equally baffling to me that many marketers have recently jumped on the Millennial bandwagon while still ignoring that Hispanics make up an even larger percentage of this market and that their cultural influence has become even stronger within their peer group. In this context making sincere connections with Latino Millennials becomes even more important and will directly affect the company’s bottom line. But that is a topic for another post I suppose.

• Why Brands Still Don't Have A True Hispanic Marketing Strategy by Erin Conrad (Engage:Hispanics on 02/23/2016)
  

  Linda - Sincerely appreciate your comment and endorsement. I know this is a constant and consistent battle that we Hispanic Marketing professionals face. I can not count the number of times that clients (or potential clients) have spoken to the vast growth and financial opportunity that the Hispanic market represents only to later cut the budget or refuse to dedicate significant resources to support making a sincere connections based on cultural insights. By now you would think that marketers would be investing their resources in a manner that is equal to the market they are trying to reach and provides increased return. As the AHAA 2015 study on CPG Hispanic Media Allocation states "For every 5 points of shift from English to Hispanic media, companies would on average experience a 1.75% increase in annual revenue growth in the U.S." I encourage those in need of more proof to use the vast resources provided on AHAA.org

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