digital marketing to hispanic consumers, and millennials, in retail
DESCRIPTION
Workshop presentation at the annual Hispanic Retail 360 Summit, August 2014. Four key questions to address when marketing to Hispanic consumers including Millennials.TRANSCRIPT
Hispanic Retail 360 Summit
Presented by Carlos Gil
Question # 1
• What makes marketing to U.S. Hispanics different than general market consumers?
• _____________________________________
The Hispanic Shopper
• 75% of Hispanic families sit down for a meal together every day
• Hispanics do more grocery shopping than the average U.S. shopper
• Once in-store, Hispanics spend 20% more during routine grocery trips
Question # 2
• What challenges have you faced, or are currently facing, with establishing a U.S. Hispanic digital marketing strategy
• _____________________________________
Hispanic Consumers Online
• Hispanics are highly social online, 68.9% of Hispanics use social networks compared to 66.2 of the total U.S. population
• Brands such as Toyota and AT&T have a social media presence: Posts in Spanish, creative and messaging that resonates with U.S. Hispanics
• Connecting with U.S. Hispanics digitally allows your brand to build a connection through engagement and conversation thus leading to increased brand awareness, loyalty, and sales
Example: Winn-Dixie Latino
Question # 3
• How can you be more effective in reaching U.S. Hispanic consumers including Millennials?
• _____________________________________
Reaching Hispanic Consumers
• The Hispanic population is the fast-growing and youngest segment of the U.S. population
• Hispanic shoppers seek value, leverage social to provide in-store savings through offers and coupons
• Use social media to provide recipes and DIY tips to drive in-store foot traffic and sales
• Connect with Hispanic consumers through their mobile phone: social media, website, text, app. Hispanics use smartphones while shopping higher than any other ethnic group.
Question # 4
• Which social media platforms are most effective for marketing to U.S. Hispanics and why?
• _____________________________________
Social Media Platforms
• U.S. Hispanic users ranked as the second most active race on Twitter
• Pew Study: Among internet users, Latinos (68%) say they use social networking sites Twitter and Facebook
• Through Pinterest, brands can connect with Hispanic Mom’s seeking recipes leading to incremental in-store traffic
Let’s Connect!
LinkedIn.com/in/CarlosGilOnline
Twitter.com/CarlosGil83
Email: [email protected]
Source(s): http://www.emarketer.com/Article/Hispanic-Shoppers-Bring-Social-Mobile-Habits-Grocery-Aisle/1009839