Hispanic advertising agency Archives | National Hispanic Advertising Agency

Advertising. The best investment in time of crisis.

Even though the economy is showing signs of improvement in the USA, there are still some companies that feel a little concerned about their future.

It is very important to maintain leadership and visibility in the market place—especially in times of crisis. You must sustain the brand positioning that has set you apart from the competition so far. However, many companies, including small business owners, decide to stop their advertising efforts during these difficult times. They see advertising as an expense, not as an investment.

Henry Ford said, “A man who stops advertising to save money is like a man who stops a clock to save time.”

Some business owners and executives also think that stopping advertising is the easiest way to cut costs. Minority efforts are the first programs to disappear, even though they represent a big portion of business success. What most people don’t see is the long-term damage they are doing to their brands with these decisions. Sales and market share will also be affected for the next 3 to 5 years, allowing the competition to become a top of mind choice for their customers. Once you lose trust from them, it will require more investment to get it back. And even then, it is not guaranteed. [Read more…]

Hispanics. The geography of the new america.

By Hernan Tagliani Leave a Comment

According to the latest U.S. Census, it is estimated that there is around 52 million Hispanics living in the United States. This represents around 16.7% of the U.S. population, making people of Hispanic origin the nation’s largest ethnic group and the second largest consumer market.

It is estimated that the U.S Hispanic population will reach 132.8 million by 2050, constituting approximately 30% of the U.S. population by that date.

Among Hispanic subgroups, Mexicans ranked as the largest at 63% of the population. Following Mexicans were Puerto Ricans (9.2%), Cubans (3.5%), Salvadorans (3.3%), Dominicans (2.8%), and the remaining 18.2% were people of other Hispanic or Latino origins.

The state with the largest Hispanic population is California (14.4 million), and the state with the highest percentage of Hispanic population is New Mexico (46.7%). Hispanics are impacting America in so many different ways.

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Being social. A smart way to engage with latinos

By Hernan Tagliani Leave a Comment

Social media is impacting our lives in so many different ways: The way we interact with people, they way we get the news, buy products, even how we perceive brands.
I remember a few years ago how important it was for a business owner to have a website so people could learn more about their products and services. Today, if you are not active in social media, it will put you at a big disadvantage with your competition. Plus, you are missing a whole world of opportunities to grow and expand your business. There are flourishing markets out there that may still have no idea your company even exists if you’re not promoting it with social media.

Based on a Pew Research study, 68% of Latino Internet users are active on Facebook, Twitter, and other social network sites compared to 58% of all U.S. Internet users. Facebook and Twitter platforms are taking the lead among Latinos. They are adapting social media at a very fast pace compared to non-Hispanics.

However, there are differences across demographics and subgroups within Latino Internet users. Among Latinos ages 18-29 years old, 84% say they use social media sites. Also, U.S. born Hispanics are more likely than foreign-born Hispanics to use social networking sites—73% versus 63%. English-dominant Hispanics are more likely than bilingual Hispanics or Spanish-dominant Hispanics to use social media sites—76% versus 67% and 61% respectively. [Read more…]

Luxury marketing to affluent latinos

By Hernan Tagliani 3 Comments

Does the Hispanic market play an important role in luxury brands? Absolutely. Affluent Latinos grew over 200% over the last decade. Based on the latest census, Hispanics with a household income of $100K+ represent over 12% of total U.S. Hispanic households. It is also estimated there are only 8.5 million people in America with a household income of over $200K+.

Besides the household income, acculturation plays an important role to define affluent Latinos. Acculturation is the process of learning a new culture while maintaining the values and behaviors of the original culture. The Spanish language remains a strong connection to Hispanic heritage. However, as U.S. Hispanics become more integrated into mainstream culture and society, English becomes more important in work and education. Spanish is spoken at home for the majority of U.S. Hispanics, but less than half speak Spanish in their work places.

There are 4 segments of affluent Latinos in the U.S.:

Small Business Owners: Annual Sales over $750K, first generation Americans, they are less acculturated and Spanish-language preferred, ages 35-65.

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Latinos and the access to new technologies

By Hernan Tagliani 1 Comment

Based on the latest Nielsen report, The Latino community is getting more and more integrated into mainstream culture. Hispanic purchasing power is projected to increase 50% by 2015 ($1.5 trillion dollars). One in four kids born in the U.S. are of Hispanic decent. This huge increase will not only benefit the U.S. economy, but it will also force many American companies to embrace this market trend or face losing their market share. The Hispanic market is changing from an opportunity to a necessity for businesses today and is becoming daily talk on national news.

As the U.S. market is evolving, there are new ways to be successful by reaching out to minority groups. Besides traditional media, mobile marketing is starting to play an important role in Advertising. For example, mobile communications helped increase the traditionally low Hispanic voter turnout during the last presidential election. Hispanics are more than simple consumers. Many are active members of their community who desire recognition on a personal and political level and mobile communications play an important role in their lives.

A recent Nielsen study shows that 60% of Latino households own at least one smartphone, compared to 43% of non-Latinos. Moreover, 78% of Latinos reported using text messaging on a daily basis. Low-income Hispanic groups are the fastest adopters of the mobile web. Another important characteristic of this target audience is that for many of them having the latest mobile technology is a reflection of their social status. It’s part of “Living the American Dream.” [Read more…]