“Marketing to US Hispanics: From Mass Marketing to ‘Más’ Marketing” — December 1, 7:30-10:00 A.M. at the William V. Phillips YMCA Training Center, 2122 East Governor Circle, Houston, Texas 77092

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A report from Chain Store Guide finds that Hispanic buying power is expected to reach $926.1 billion by 2007. This represents 9.4% of America’s total buying power.

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Wharton Marketing Conference panel of speakers addresses Hispanic marketing segmentation by national origin and level of acculturation, strategic marketing initiatives, Latin American competition, ‘unbanked’ Hispanics, assimilation, shopping habits and other challenges.

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And speaking of ketchup, have you heard the contagious tune “The Ketchup Song (Hey Hah)” by Spain’s “Las Ketchup.”

Strategic Research Institute’s blockbuster forum 11th Annual
Marketing to U.S. Hispanics & Latin America, scheduled for January 24-27, 2005
at the Wyndham Miami Beach Resort in Miami

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NEW YORK — Hispanic households across America will sharply increase both their numbers and economic clout over the next ten years, The Conference Board reports [November 11, 2004] in a comprehensive new study.

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Great article on Hispanic Marketing: Latinos and Lucre by Malcolm Beith, Newsweek International.

Hispanics will substantially boost their U.S. economic clout over the next several years, according to a study by The Conference Board released Thursday.

The number of Hispanic households is expected to grow at a faster pace than that of any other group in the United States, continuing a demographic explosion that began several decades ago, according to the study.

The number of Hispanic households in the country will climb from 10 million-plus today to 13.5 million by 2010, up from less than 6 million in 1990. These households will control $670 billion in personal income six years from now, according to the study.

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Hispanics contribute about 10 percent, or $55.5 billion, of the New York DMA’s total aggregate household income.

Another key characteristic that differentiates the area’s Hispanic community is its high concentration of wealth. Nearly one tenth of New York Hispanic households have yearly incomes of $100,000 or more, while only 7.6 percent of Hispanic households across the country earn above that income threshold. At the same time, no other DMA in the country has a higher percentage of Hispanic households earning less than $35,000 (51 percent).

Source: HispanicBusiness.com

In looking ahead to what will stand out in Hispanic marketing in 2005, Garcia360 highlights grassroots marketing as being the “big thing” most of the firm’s clients are looking for. This trend continues to be dominant, which is good news for radio stations, which have a tried and true method of grassroots marketing in ‘radio remotes’ (live location visits). A push from advertising agencies is expected for increased use of the radio remote, especially in conjunction with community events, as marketers continue to look for ways to have one-on-one interactions with consumers. This article is copyright 2004 TheWiseMarketer.com.

One of the newer local one-to-one tools is the mobile marketing unit. Some financial institutions have already tried this tactic by creating mobile banks that enter Latino neighbourhoods and try to educate potential customers on the benefits of banking – and the benefits of their brand. Some companies, such as AOL Latino, have also used this idea for product demonstration. Some brands have been using it for years, such as Nike – you can see the mobile units at the Inner-City Games, showcasing sports products and co-branding efforts with sports celebrities.

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“Hispanic is by far the preferred term nationally but especially in New Mexico,” F. Chris Garcia said.

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Wireless companies and record labels see salsa music as the next ring with bling for cellular phones.

Both industries are attempting to gain leverage in the Latin ringtone market, offering more merengue as a hook for Hispanic consumers. Industry executives say the demographic is relatively untapped for companies that sell ringtones. And at $1.50 to $1.99 for each tune, wireless companies and record labels stand to build rapidly on a $3 billion industry.

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U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach as much as $1 trillion by 2010, according to new estimates by HispanTelligence®.

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HispanicBusiness.com announces HispanTelligence Hispanic market projections for 2005 planning.

As the fastest growing minority group in the US, the Hispanic market is capturing the attention of marketers, advertisers and companies representing all sectors of the business community. Hispanic buying power is expected to explode to $926.1 billion by 2007, making it larger than Canada’s gross domestic product and representing 9.4% of America’s total buying power.

To help businesses understand the “Hispanic” market, Chain Store Guide presents the “Top 50 Hispanic Markets Report: Your Retail & Foodservice Guide to Hispanic Marketing.” This report establishes the link between the market demographics of the Top 50 Hispanic Markets and retailers serving those markets.

Findings of the report include:

— Average per capita income for Hispanics living in the profiled markets
is $11,949.

— Washington-Baltimore, with the majority of its Hispanic population
describing itself as Central American, has the highest per capita
income for Hispanics at $16,673. With a Cuban population at almost
45% of its total Hispanic population, Miami-Fort Lauderdale Hispanics
represents the second highest per capita income at $16,483.

— Among retailers, Wal-Mart and Walgreens are the leaders in serving the Hispanic community, having stores in 48 and 46 of the 50 markets,
respectively. Wal-Mart’s average market share is 37.3% among discount
stores in those markets while Walgreens’ average is 40.3% on the drug
side.

— Grocery market share is not quite so cut and dried. The H.E.B.
Grocery Company is number one in the eight markets in which it appears
with 55% average market share. Publix leads in the five profiled
markets in which it has stores with 44% average market share. Safeway
and Kroger serve approximately 20 markets each with an average market
share of 21.4% and 18.8%, respectively. Safeway takes the top spot
in eight markets, while Kroger leads in six. Albertsons never leads
in market share, but serves 32 of the profiled markets.

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Covina, CA–(HISPANIC PR WIRE – BUSINESS WIRE)–October 6, 2004–Today, IKEA, the world’s leading home furnishings retailer, officially launched a multi-media, U.S. Hispanic marketing initiative. The effort, which includes Spanish-language TV spots and the company’s first U.S. Spanish-language catalog, was kicked off at a series of home solutions workshops led by TV celebrity Lesley Ann Machado at the IKEA Covina store.

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