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Why Target Should Be Your Role Model for Hispanic Marketing Strategy

Have you seen Target’s latest ad, Summer Prep?

With a catchy jingle by Argentinian musical duo, Illya Kuryaki & The Valderramas, it seamlessly integrates different ethnicities with Latin flare — and lots of summer season whimsy.   It’s also the second of Target’s multicultural ad campaigns for 2013.  The first, Clap Your Hands, aired earlier this year and was the retailer’s first bilingual baby campaign.

These ads are part of Target’s current strategy aimed at winning Hispanic consumer loyalty.  So far, Latina Magazine’s response has been favorable. And Target’s approach makes sense given the spending power of this fast growing demographic.

More and more marketers are focusing on Hispanics and how to reach them.  In fact, a recent Nielsen and AHAA study, identified an emerging segment within the Hispanic population that accounts for 37% of their spending powerUpscale Latinos.  They’re young, urban, sophisticated, and believed to become as lucrative to marketers as Boomers.

The future buying power of Hispanics was also discussed at the Marketing to Women Conference in Chicago, this past April.  Conill (part of Saatchi & Saatchi) spoke about the importance of marketing to Latinas.   These young, well-educated, affluent women are transforming their homes by redefining spousal roles, delaying motherhood, and prioritizing indulgences over household duties.  As a result, marketing tactics must evolve to meet their needs.

So it seems that Target’s strategy for Hispanic shoppers is right on track. And it’s likely they’ve gotten there with the help of rigorous, in-depth researchone-on-one conversations, observations, and quantitative measurement — to really get to know this demographic inside and out.

For marketers, this knowledge is crucial to success — which is why Shopper Insights Research is invaluable.  The fact is, engaging Hispanics goes beyond simply using their language.  To truly ‘speak’ to them, you must understand what they care about and how it affects their buying decisions.  And most importantly (based on these insights), how your brand fits (or can fit) into their lives.

Random Sampling: Our Weekly Roundup of Ideas to Grow By

This week’s picks for clever approaches to
market growth and buildingSurrounded brands…

Dollar General Corporation capitalizes on what they call the ‘fill in’ stop. Diverse Retailers Compete for Food Dollars

Baron’s Market zigs while other grocers zag. Offering a limited selection of products with a focus on high quality and everyday value.  SD Grocery Chain Simplifies Shopping

Google finds faster, easier, more convenient ways to connect buyers with brands and in turn, helps expedite the path to purchase.  YouTube Jumps into Retail with Shoppable Videos for Brand Channels

Random Sampling: Our Weekly Roundup of Ideas to Grow By

SurroundedWe’re always following companies and looking for interesting approaches to market growth and building brands. Every Friday we pick our recent favorites to share with you.

Why social media can provide an intimate view of how your customers shop and interact with brands.  The stories they tell often reveal the emotions surrounding a product or purchase.  This is high value information to help you better engage them:  Paying Attention To The Clues Your Customers Leave

Finding more ways to make consumers’ lives easier…it’s a sensible growth strategy. Particularly if, like this company, you already have a popular product or service you can build upon. With proper execution, consumers get hooked and wonder how they ever survived without you:  HealthyOut Is Like A Personal Nutritionist For Healthy Food Deliveries

McDonald’s new growth plan…courting the millennial generation and offering healthier choices.  Can they pull it off?  We’re looking forward to finding out: McDonalds considers all-day breakfast, delivery

Even historic sites need to grow their customer base. The challenge? Being ‘relevant’ in the modern world.  Stonehenge managers seek to boost visitation by creating a true experience.  We wonder who’s up to the task?  Must Love Rocks: Stonehenge Is Seeking a ‘General Manager’

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