Salomon Dayan – Digital Group Account DirectorLopez Negrete Communications

Marketing to Hispanic Millennials

Median Income is

$48K

72% of HH decisions are taking as a group

59% live in

multi-gen HH

Median Income

is $48K

72% of HH decisions are

made as a group

Everyone

is captivated

with Millennials

5/5/2014 – HispanicAd.comIs it worthwhile for advertisers and marketers to invest in Hispanic Millennials, since these consumers are more likely to have crappy jobs and far less money to spend when compared to their parents and grandparents?

Limited Budget

Live with Mom and

Dad

Smart but LazyYES

Millennial InfluencePower

in·flu·ence pow·erThe ability of Millennials to nag adults, especially to influence older generations to make certain purchase decisions

The Challenge

Awareness Engagement

Consideration

Purchase Advocacy

The traditional purchase path…

The Solution

Flipping the purchase path to generate Advocacy before Purchase…

Awareness Engagement

Consideration

PurchaseAdvocacy

2 Keys to Creating Hispanic Millennial Brand Advocates

Risk-takers, likeunbeaten paths

Parents still their goals

and expectations

Social is visual, rapidstorytelling (think IG,

Vine, Snapchat)

Tech is our edge,advantage and

equalizer in progress

Prefers Spanish but language is an option, not a

constraint

Diverse, expressive

and optimistic

Struggling, but they have an entrepreneurial spirit

Style is fresh, uniqueand sometimes a little

out there

Deal shoppers anddesire authenticity

Tech is experiential,responsive and ubiquitous

1. Know what moves themKey Overall Millennial Traits (Age 18-30)

Hispanic Millennial Dial-ups

Talk humanPortray an activists spirit

Authentic and realEmpowering

Emotional benefitsHuman advantage

Culture and passionsLanguage of the heart

Limited time offersContracts

Functional attributesCompetitive advantageBundles, Product Tiers

2. Speak with them on their own terms

Corporate Talk

Candy Talk

Case StudyThis is how Lopez Negrete does it…