hispanic marketing

MARKETINIG APPROACH

La FAMILIA

Families have a real

sense of Community,

Faith & Values

Families consist of

Cuban, Mexican,

Puerto Rican, South or

Central American

“Hispanics buy brands that empower their

Cultural Relevancy”

BUYING POWERIndex of Hispanic Disc Buyers at

Key Retailers

Source: NPD Videowatch April 2014

Source: NPD Videowatch April 2014

Hispanics are more likely to buy Blu-ray

Asian/Other 27.7% 128

Hispanic 24.1% 112

Caucasian 22.0% 102

African-American 14.4% 67

% of Units

bought on BD

Index

Of Total 110

108

108

107

98

93

Hispanics in the U.S. originate from

more than 22 different countries.

One message does not work for

everyone.

Settlement patterns of Hispanics in

the U.S. have been concentrated by

ethnicity and each sector must be

targeted accordingly.

THE CULTUREOver 52 million strong, Latinos are impacting every aspect of the national landscape including popular

culture, the workforce, consumerism, politics and American national identity.

Hispanics are the fasters growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared

to 42 percent for the total population.

RELIGION

For the great majority of Latinos, regardless of their religious tradition, God is an active

force in daily life. Most pray every day, most have a crucifix or other religious object in

their home and most attend a religious service at least once a month.

FESTIVALS

POWER OF MEDIA

POWER OF MEDIA

550KCirculation

300KCirculation

500KCirculation

550KCirculation

3MCirculation

140K Circulation

INFLUENCERS AND LEADERS

CLOSING THE DIGITAL DIVIDEHispanics outpace all ethnic groups in

mobile data service consumption including music and picture downloads.

There is an emerging segment of tech savvy Hispanics who have leapfrogged Internet home access for mobile devices.

Overall, Hispanics are 28 percent more likely to own a smartphone than non-Hispanic Whites.

If Hispanics do NOT LIKE a movie, they are more likely to share opinions on social media.

THE IMPACT OF THE

LATINA MOMMYHispanics Mama’s have a buying power

of $1.2 trillion and counting!

Mama bloggers are a “go to” for

purchasing advice. According to a Pew

Hispanic Center “68% of Latino Internet

users use Facebook, Twitter or other social

networking sites.”

Mama’s Latinas are able to connect with

Spanish-speaking and English-speaking

audience, they fully embrace their

bilingual-bicultural lives and are at the

forefront of a quality of life for their family.

SPANISH BROADCASTING

ChicagoSan Francisco

New YorkNew York

Houston Miami

Los Angeles Los Angeles

“MOVIMIENTO”

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Q1 2015

Q2 2015

Q2 2015

Q3 2015

Q4 2015

Q4 2015

Q4 2015

Our Talent Placido Domingo

The Book of Life

Hector Elizondo

The Book of Life

America Ferrera

How to Train YourDragon 2

Jimmy Smits

Sons of Anarchy

Nicholas Gonzalez

Sleepy Hollow

George Lopez

Rio 2

Dave Navarro

Sons of Anarchy

Cheech Marin

The Book of Life

Jacob Vargas

Sons of Anarchy

Sophia Vergara

Modern Family

Our TalentAna de la Reguerea

The Book of Life

Emilio Rivera

Sons of Anarchy

Zoe Saldana

The Book of Life

Emily Rios

The Bridge

Naya Rivera

Glee