An Interesting Article from Sports Business Journal

I came across this insightful article "Success begins with understanding Latino the demo" by Tom Cordova and was particularly impressed by his closing paragraph.
"In the final analysis, the secrets to Latino marketing may not be secrets at all. They may be cultural nuances that need to be discovered. When one spends the time, money and effort to do so, the rewards can be immense. Think about it as if you were a competitive archer. How the heck can you hit your target market with accuracy, much less precision, if you don’t even know what your target is?"

Dos Equis Launches Cinco de Mayo 'Expedition'

Mexican beer Dos Equis this week launched Expedition Cinco, a mobile marketing tour featuring branded off-road vehicles and unique sampling teams. Inspired by the escapades of the brand’s “The Most Interesting Man in the World” campaign, for two weeks leading up to Cinco de Mayo, the tour will engage consumers in 14 local markets via sampling, promotions and on-premise activations.

Expedition Cinco Teams, which consist of an Indiana Jones-like leader and Dos Equis ambassadors dressed as exotic tribal princesses, will travel in branded Dos Equis six-wheeled adventure vehicles to various accounts in the targeted market. The brand ambassadors will distribute such items as rigging carabineers and compasses, and provide on-premise sampling opportunities. Consumers can additionally have their pictures taken with the “tribal princesses” in accounts and in front of the adventure vehicles. Consumers can access their photos online at http://www.expeditioncinco.com/dosequis

Personally, I would like to see more "mobile" portion of the campaign then just the event itself.

Latinas Are Technically Savvy, Brand-Loyal 'Chief Household Officers'

According to a new "What Latinas Wants" survey conducted by OTX Research, commissed by Meredith Hispanic Ventures and NBC Universal's Spanish-language network Telemundo Group, Latinas with household income $50,000 are the most technologically savvy. They are slightly more likely than the non-Hispanic respondents to take pictures with a digital camera (45% compared to 42%) and download music to an iPod (28% compared to 22%).
Other findings include:
- 81% of respondents said they are either the main decision-maker or make decisions with their spouse.
- The key factors determining their success in life were education, being fluent in English as well in Spanish, and often owning a business.
- Latinas are optimistic and self-confident, with 66% describing themselves as "someone who can do it all," compared with 53% of non-Hispanic women.
- Latina respondents said their greatest financial concerns were rising taxes (75%), saving for retirement (71%) and paying bills each month (70%). Not including home mortgages, 44% said they have less than $10,000 in debt.
- 40% of Latinas described themselves as fashion-forward, 37% said they keep up with beauty trends and 37% prefer to use the latest products, compared to a somewhat smaller number of non-Hispanic women who said they are fashion-forward (31%), keep up with beauty trends (30%) and prefer the latest products (32%).

New Research from IRI shows that Lower-income Shoppers including African American and Hispanics Are Driving Today's CPG Growth

Lower-income shoppers are the fastest-growing income group in the United States and will generate $84 billion in incremental spending during the next decade. The latest research from Information Resources, Inc. (IRI) reveals that these consumers represent an enormous opportunity for retailers and manufacturers during the slow economy, if they understand that lower-income shoppers are not a homogenous group. “The Lower-Income II Report: Serving Budget-Constrained Shoppers in a Recessionary Environment” uncovers the critical differences and recessionary spending patterns and behaviors of lower-income micro segments that are driving today’s CPG growth.
For example, the biggest concerns now for African American moms is Crime (54%), Hispanic moms is Employment (67%) and Caucasian moms is Financial Security (54%).
Compared with other income groups in today’s economy, budget-constrained, lower-income shoppers are shopping more frequently, but are spending less per trip. They are also aggressively shifting spending across channels, retailers, categories and brands. African American household spending has increased notably in salty snacks and chocolate candy, and Hispanics have increased their spending on frozen dinners and cereals.

Ipsos Omnibus Study Claimed U.S. Hispanics Prefer English Media, Even Though Advertising In Spanish-Language Media Is Growing

More than half of US Hispanics say they are most comfortable speaking Spanish, but a larger percentage prefer English-language broadcast, print and internet media and can switch easily between languages to get needed information, according to an Ipsos Omnibus study.

Some 52% of US Hispanics report speaking primarily Spanish at home, while 43% say they speak mostly English, the study found. Among Hispanics surveyed, the study found that regardless of language spoken at home, Hispanics overall take advantage of their bilingual abilities by using, accessing and enjoying media in both languages.