• ENGAGE:HISPANICS
    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.
  • ENGAGE:HISPANICS
    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.
  • ENGAGE:HISPANICS
    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.
  • ENGAGE:HISPANICS
    Beyond Best Practices: Engaging With Social Media
    By now, marketers are well aware that the U.S. Hispanic population is highly engaged online. The Internet is a popular and effective way to keep in touch for extremely social, family-oriented Hispanics whose loved ones are often very dispersed geographically. (Facebook is the number one social media site used among this sector.) Hispanics are also motivated to engage with Hispanic-targeted ad messages online. Research shows that Hispanics who are exposed to an ad online are more likely to engage with that ad than are non-Hispanic consumers with comparable ad exposure opportunities.
  • ENGAGE:HISPANICS
    2014 FIFA World Cup: The Newest Digital Cross-Cultural Brand
    In the last year, I have introduced a new approach to marketing, which I have coined cross-cultural marketing. Cross-cultural marketing can best be defined as one marketing program that leverages ethnic markets to reach across both ethnic and general markets (i.e. the total market). Start with ethnic segments to develop marketing programs that cross over into the general market. Ethnic consumers, like Hispanics, are front and center in a cross-cultural model.