The NextGen Marketing Group™ provides marketing services for companies that wish to sell their products and services to Hispanic consumers in the U.S.
The U.S. Hispanic population is the fastest growing demographic segment. It is estimated that by 2015 around 25% of the U.S. population will be Hispanic or of Hispanic descent, representing over 88 million consumers, with an estimated purchasing power of $1.5 Trillion per year.
Marketing to Hispanics is not just about translating communication and advertising into the Spanish language. In fact, companies who just translate their ads and messages fail to maximize the opportunity. Marketing to Hispanics is about segmenting, culturally adapting, and targeting the messages, positioning, and strategy. There are at least 8 different segments of Hispanic consumers, depending on where they were born (country of origin), their age, how long have they been in the U.S., and what language they speak. These sub-segments are broadly defined by level of “acculturation”. The marketing message for a recent immigrant who speaks little English is significantly different from a third-generation person of Hispanic descent that speaks predominately English, even if they are the same age. There are cultural ties and values that are similar, but they listen to different music, watch different programs on TV, read different magazines. All this affects how these consumers are reached and influenced to buy products and services. Studies show that Hispanics overwhelmingly favor brands that are advertised in Spanish. But truth be told, its not about the language, it’s about making a connection in a culturally relevant way; it’s about respectfully stepping into OUR world, instead of making us step into the Client’s.
At NextGen, we can help companies define and implement their marketing strategies for promoting and selling their products and services to this high growth consumer segment. Our team has broad experience in effectively marketing and selling to the Hispanic consumer across various product and services categories, as well as experience with a broad base of marketing strategies. Some of our services include:
- Strategy, Segmentation, and Positioning – tracking a Category, Brand, Market-Specific paradigm establish what segments/sub-segment(s) to focus on for our product and/or service
- Crafting and Executing Hispanic Marketing Plans (Strategic and Tactical) – assess business situation - consumer, competition and company - as it relates to the Hispanic market
- Market Research – qualitative and quantitative
- Product/Service Assessment – what the best vehicle(s)/platforms to reach the targeted sub-segment are –broadcast/print media, digital, direct response, experiential, public relations, etc.
- Grass Roots Marketing – leveraging and partnering with community groups
- Sponsorship Marketing – utilizing entertainment and sports assets to co-market and promote products and services that resonate with Hispanics
- Partnerships – assist companies in partnering with other businesses that either already market to Hispanics, or have it in their plans, as well as partnering with local community groups and business organizations
- Diversity Leadership and Communication Assessments – ensuring internal “alignment” of operation and communication assets for best-in-class targeting the Hispanic consumer
- Social Media Marketing
