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HISPANIC NOTES

LATINO INSIGHTS FOR MARKETERS

January 29, 2020

​The U.S. Hispanic population is now close to 60 million strong and growing. Yet, it’s surprising that many over-the-counter health care brand managers, sales managers, and pharmaceutical companies still haven’t developed a Hispanic Marketing strategy to increase brand sales to Hispanic consumers. As a result, many national health care brands are only seeing the tip of the iceberg in sales from the Hispanic market.

Understanding healthcare trends among Hispanics 

Research shows Hispanic consumers tend to spend more on over-the-counter health care brands than other groups and over-index on self-medication due to following six insights:

  1. Hispanics are used to handling their health care needs primarily at a local drug store.

  2. In thei...

April 9, 2018

The buying power of the Hispanic community continues to grow dramatically!

A report by the Latino Donor Collaboration states, Hispanics represent a $2.1 trillion yes, 2.1 TRILLION of Gross Domestic Products. And, who is the gatekeeper to this gigantic percentage of this GDP, LATINAS!

Yes Latinas, control the Hispanic family purse strings.

They make family decisions on:

       • The selection of the family health provider 

       • Selecting the family health facilities

       • Which over-the-counter products the family purchases

       • Where family grocery purchases are made and which brands 

       • Which family clothing purchases are made and where

...

November 1, 2017

As a good Brand manager knows (or should know), the key to the Hispanic Household is the Latina Gatekeeper.  And to reach that gatekeeper, Brands need more than just their English campaign. According to Nielson research “74% of the Latinas over the age of five speak a language other than English at home”, Spanish of course.

This means a good Hispanic campaign (in Spanish) is an effective way to reach the key Latina Gatekeepers. This campaign should be an integrated campaign that (at least) includes Spanish TV, Spanish radio, and Spanish social media, especially Facebook! Why include Facebook? Because research shows that Hispanic adults over-index on Facebook usage: 75% (Hispanics) vs 70% (white, non-Hispanic) according to Pew research....

October 16, 2017

There is a consumer market in the U.S. that is larger in population than our neighbor to the north, Canada the surprise yet still largely being addressed by many brand managers and sales managers looking to increase sales. It is a market larger than Argentina, Colombia, and many others. It has more than a trillion dollars in purchasing power. Plus, any consumer packaged goods company can go after it without having to spend gigantic funds on new infrastructure. There’s no need for new sales offices and new operations offices. Just use the current sales and operations department your company uses.

It is a market of more than 55 plus million consumers. It has more than a trillion dollars in purchasing power. Plus, any consumer packaged goo...

October 3, 2017

When it comes to increasing your Hispanic consumer sales, the key is the Latina gatekeeper. You need to get to know her.

The Spanish-dominant, Hispanic Latina consumer is overall, a very practical purchasing consumer. Income among Hispanics is lower than the U.S. average household and has more family members per household. Thus, every purchase has to be a smart, practical purchase. That is one of the key reasons the Spanish-dominant Latina gatekeeper is so brand loyal. Once she or her family members like a product or brand that works, she sees no reason to change, It works; I like how it tastes, my kids and/or husband like it, why should I change?

Obviously, trying a new product is a risk of wasting money. The Latina gatekeeper thought p...

September 27, 2017

It is surprising to see the blank faces of CEO’s and CMO’s when I ask them this question: is your facility “Hispanic ready”?  In some parts of the nation where the Hispanic population has exploded, their answer usually is, “well (hesitation) yeah… uh, what do you mean”?

My response is with questions:

  • Do you have plenty of staff that are bilingual?

  • Do you have signage in Spanish?

  • If someone comes in and doesn’t understand English or isn’t very fluent in English, can that person navigate through your facility? Can they navigate through your services? Do they even know what you offer them?

  • Is your entire staff a “welcoming” staff? How about to Hispanics?

  • Is your staff culturally sensitive? Do they understand Hispanic...

September 24, 2017

Mobile is helping level the playing field for Hispanics!

In the past, research showed Hispanics including students, had much less access to computers and the internet at home. It showed that many Hispanics only had access to internet at work or school, but nothing at home. Well, thanks to mobile phones, Hispanics are now just as connected as non-Hispanics. In fact, according to Nielson, “Hispanics are the most avid smartphones users around; they are on their phones 14 hours a week for applications, audio, video and website purposes”.

There has been tremendous growth in internet usage by Spanish Dominant Hispanics and Immigrants which in the past had the lowest usage. Spanish Dominant Hispanics internet usage grew from 51% to 78% between...

September 13, 2017

With the U.S. Hispanic population now 50 million strong and growing, it is surprising that most over-the-counter health care brand managers, sales managers and prescription pharmaceutical companies still haven’t developed a Hispanic Marketing strategy to increase brand sales to Hispanic consumers. As a result, many national health care brands are only seeing the tip of the iceberg in sales from the Hispanic market.

Missing an opportunity bigger than Canada

Speaking from experience as a former sales manager and a former product manager with a Fortune 100 Company, I know I would have been reprimanded by my CEO if I had ignored such a gigantic market. Yet many companies continue to miss this opportunity because the decision makers are unfam...

September 10, 2017

Brand managers are becoming more and more aware of the importance of Hispanic millennials:

• Hispanic Millennials currently represent 18-21% of total millennials in the U.S.

• Purchase more consumer products than their non-Hispanic counterparts

Obviously, to brand managers and all marketers they are very important and there should be a strategy to engage them. Agreed!

So what is the Hispanic Millennial Mistake? The mistake is when a brand manager or marketer decides to focus all of its marketing dollars on a bicultural, bilingual Hispanic millennial and thus, shifts all of the Hispanic marketing dollars away from its core Hispanics base; that’s if a brand has one. Many brands are barely beginning to market their products to Hispanics and j...

September 10, 2017

Hispanics are very conscious about fresh scents, in their laundry detergents, household cleaners, body soaps, body and facial lotions, etc. While many non-Hispanics may like soft scents, we Hispanics enjoy a little stronger scent that smells fresh and clean. Many of us have fond memories of how our bathrooms smelled fresh and clean right after someone took a shower using “traditional” Zest, Dial, Palmolive, and other similar body soaps. You can still see us at grocery stores smelling the soaps, body washes, body lotions as we choose which one we will buy.

Below are some statements that we hear from latinas and latinos on their feelings about fresh and clean scents.

“I love soap that makes me smell fresh and clean...

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JOSE LUIS LOPEZ

CEO/CHIEF MARKETING OFFICER 

LMG Marketing Group

 

Joe is the trailblazer. Having an instant passion for marketing since his college years at The University of Texas at El Paso, Joe is keen on developing strategic marketing solutions, and generating numerous accounts for Lopez Marketing. With more than 30 years of experience developing and supervision local, regional and national campaigns for his clients, Joe is the empresario that founded Lopez Marketing Group.

 

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