Hispanics in the USA Archives | National Hispanic Advertising Agency

Salud! Using beer to boost sales with Hispanics.

Beer is not just an American favorite; it is also the drink of choice for many Hispanics. From birthday parties to sporting games, social events, and more—Hispanics love to celebrate with friends and family. It is part of their culture, fueled by emotions, heritage, and pride. And for many, a cold beer is a refreshing part of that celebration.

According to the Nielsen report, “Hispanics Hop on the Latest Beer Trend,” beer represented nearly half of Hispanics’ beverage alcohol sales in 2014 (45% of all Hispanic households compared to 38.8% of non-Hispanics).

Hispanics love all types of beers. However, above-premium beer grew more than 9.5% year over year compared to 7.8% with non-Hispanics, according to this report. Imported beers are among their favorites, reaching 31% of the market share. Mexican imports have gained 86% of their volume from premium lights and it currently tops their choices.

Since the Hispanic market has become the new trendsetting mainstream, these figures represent a huge business opportunity for manufacturers, distributors, bars, clubs, and restaurants. Besides Mexican import beers, which represent half of the top 10 brands within this segment, Hispanics also prefer flavored offerings, such as fruit infusions, ciders, and shandies. Hispanic Millennials are more likely to purchase flavored beer compared to Generation X (those consumers between 35-54 years old who usually prefer imports). [Read more…]

Coffee: 4 tips to brew better sales with Hispanics

By Hernan Tagliani Leave a Comment

Hispanics love coffee. It’s part of their culture. Today they are helping to drive the growth of coffee sales. It is estimated there are more than 31.3 million Hispanics who drink coffee in the USA. They represented a growth of 13% between 2010 and 2014 and also contributed 10% of the total U.S. coffee market ($831 million) according to Simmons NCS/NHCS Spring 2014.

Coffee is not just for the “Abuela,” the grandmother, anymore. Younger generations are becoming key consumers in this industry. 41% of Hispanic coffee drinkers fall within the Millennial group (ages 18-24) compared to 26% of non-Hispanics.

Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic Americans appear to drink more premium coffee types than non-Hispanics (46% drink gourmet coffee beverages daily versus 29% of non-Hispanics). Also, daily espresso consumption is higher among Hispanics (32% versus 11%).

Coffee is ingrained into Hispanics’ daily routine. Brand and taste are key to them. According to a report from Mintel Oxygen, “Coffee: US 2013,” some of their favorites within the coffee house brand category are: Bustelo, Folgers, and Maxwell House, followed by Starbucks and Dunkin’ Donuts. [Read more…]

3 Tips to recover sales using Hispanics

By Hernan Tagliani Leave a Comment

One of the things I truly enjoy at my agency (besides leading a great team) is speaking at different conferences. It gives me the opportunity to talk with executives and discuss how companies are growing their businesses by including Hispanics as part of their marketing efforts.

Throughout the years, I have found that marketing executives fall into two basic categories of thought on this topic: 1) They really understand the significance of the Hispanic market and realize the importance of seeking the right help to secure their company’s growth. 2) They think that this opportunity translates into more work for them, so the timing never seems right or it is simply not their priority.

These two different business mindsets are making the difference between success and failure. [Read more…]

5 Ways to improve ROI with Hispanics

By Hernan Tagliani Leave a Comment

Many companies are trying to reach out to the Hispanic market as a venue to grow their business. But they haven’t been successful. At a recent national conference, a marketing executive shared with me that his company has been very proactive in the community but they haven’t seen a substantial ROI yet.

I asked him what a ‘proactive involvement’ meant to him. He said that his company had bilingual employees on staff and that they were sponsoring a couple of Hispanic events during the year. When I asked him what type of support his company was giving to his bilingual sales team, he said they spend millions of dollars in advertising each year. So, he thought that they were penetrating the Hispanic market through their general Anglo marketing efforts. This is a common misunderstanding.

Hispanics are the second largest consumer market in the USA. You must have a multicultural strategy and plan in place to succeed. The Hispanic market is not homogeneous. You cannot capitalize on this economic powerhouse by using the same old blanket campaign approach.

I have seen many companies fall short with their Hispanic initiatives because of two main misunderstandings: 1) They assume they are reaching this community with their general marketing efforts. 2) They think that by simply having bilingual people on staff that the demand is covered. [Read more…]

The Hispanic market: a paradigm of corporate america

By Hernan Tagliani 1 Comment

As part of my career, I meet with decision makers on a regular basis. Whether they work for different industries or not, the pattern I have seen in some of them is the lack of understanding on how impactful the Hispanic market could be for their businesses.

Some executives still think that the Hispanic market is homogeneous; that it is just people that speak Spanish or Mexicans. Others feel that since they haven’t done any outreach in the past and they currently have some low market penetration, it is not necessary to invest in this target audience. However, each of these executives are still struggling on how to increase sales and stay ahead of their competition.

The answer is right in front of them. We live in a country that is constantly evolving. Minority groups are growing fast. And as a result, Hispanics are no longer a sub-segment of the economy. They are emerging as a powerhouse of economic influence. So, whether executives embrace it or not, this segment will definitely affect their company’s bottom line—now and well into the future. [Read more…]

Maximizing your hispanic advertising efforts

By Hernan Tagliani Leave a Comment

Hispanics are growing at a fast pace. By 2050 the population is expected to grow 167%, making Hispanics the fastest growing subgroup in the American marketplace.

According to a report from the Pew research Center “What is the future of Spanish in the United States”, there are more than 37 million Spanish speakers, making Spanish the most spoken non-English language in the USA among people ages 5 and older. Since 1980, this number grew 233% when there were 11 million Spanish speakers.

Whether they are foreign born or U.S born, what keeps this community together as a strong group is a very defined culture from motherland Spain, thought by the Catholic Church. Also, they share one language: Spanish and the pursuit of the American dream.

[Read more…]

Hispanic or Latinos? Are you reaching the right group?

By Hernan Tagliani Leave a Comment

Multiculturalism is redefining what it means to be American today. Acculturation levels, language of preference, and country of origin make for unique sub-groups within the U.S. Hispanic market. The biggest mistake that a company can make is to view it as homogeneous. This market is comprised of subcultures from over 20 countries in Central and South America, including Spain and the Caribbean.

So, is it Hispanics or Latinos? It’s a question that people have struggled to answer when deciding what to call this growing group (which is now the second largest consumer market in the USA).

It is important to understand that “Hispanic” or “Latino” refers to an origin or ethnicity, not a race.

“Hispanics” refers to language, whether you or your ancestry came from a country that speaks Spanish. This term was adopted in 1970 during the Nixon administration for political purposes.

[Read more…]

The power of hispanic media. 3 Helpful tips to empower your business

By Hernan Tagliani Leave a Comment

The success of an advertising campaign relies on a series of controllable and uncontrollable factors that will determine the end result. Knowing exactly who your target audience is, the consumption patterns and what triggers or motivates the purchase desire, will help you reach your audience successfully.

The success of an ad campaign also relies on the perfect balance (50%-50%) between messaging and the right media selection. Sometimes, this is a big hurdle and ad agencies need to understand that success is not measured based on the piece of art created or the award won at the last creative competition. It is based on the results and ROI the client was awarded through their marketing efforts.

You can have a strong and compelling story to tell, but if you don’t have the right media selection, it is all money wasted.

Every Hispanic media has their strengths and weaknesses. It is important to have a cohesive media plan where all vehicles will support and complement each other during the period of the campaign.

[Read more…]