This document discusses marketing strategies for reaching Hispanic audiences in the United States. It notes that Hispanics originate from over 22 countries and concentrate in different areas, so a single message does not work for all. Hispanics are a growing demographic and influential in areas like popular culture, consumerism, and social media. Religion and festivals are also important to Hispanic culture. Successful marketing will feature influential Hispanic celebrities and leverage Spanish-language media and social media influencers like Latina mothers. The document advocates tailoring messaging to specific Hispanic ethnicities and settlement patterns.

2. MARKETINIG APPROACH

3. La FAMILIA
Families have a real
sense of Community,
Faith & Values
Families consist of
Cuban, Mexican,
Puerto Rican, South or
Central American

4. “Hispanics buy brands that empower their
Cultural Relevancy”

5. BUYING POWER
Index of Hispanic Disc Buyers at
Key Retailers
Source: NPD Videowatch April 2014
Source: NPD Videowatch April 2014
Hispanics are more likely to buy Blu-ray
Asian/Other 27.7% 128
Hispanic 24.1% 112
Caucasian 22.0% 102
African-American 14.4% 67
% of Units
bought on BD
Index
Of Total 110
108
108
107
98
93

6. Hispanics in the U.S. originate from
more than 22 different countries.
One message does not work for
everyone.
Settlement patterns of Hispanics in
the U.S. have been concentrated by
ethnicity and each sector must be
targeted accordingly.

8. THE CULTURE
Over 52 million strong, Latinos are impacting every aspect of the national landscape including popular
culture, the workforce, consumerism, politics and American national identity.
Hispanics are the fasters growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared
to 42 percent for the total population.

9. RELIGION
For the great majority of Latinos, regardless of their religious tradition, God is an active
force in daily life. Most pray every day, most have a crucifix or other religious object in
their home and most attend a religious service at least once a month.

10. FESTIVALS

11. POWER OF MEDIA

12. POWER OF MEDIA
550K
Circulation
300K
Circulation
500K
Circulation
550K
Circulation
3M
Circulation
140K Circulation

13. INFLUENCERS AND LEADERS

14. CLOSING THE DIGITAL DIVIDE
Hispanics outpace all ethnic groups in
mobile data service consumption including
music and picture downloads.
There is an emerging segment of tech
savvy Hispanics who have leapfrogged
Internet home access for mobile devices.
Overall, Hispanics are 28 percent more
likely to own a smartphone than non-
Hispanic Whites.
If Hispanics do NOT LIKE a movie, they
are more likely to share opinions on social
media.

15. THE IMPACT OF THE
LATINA MOMMY
Hispanics Mama’s have a buying power
of $1.2 trillion and counting!
Mama bloggers are a “go to” for
purchasing advice. According to a Pew
Hispanic Center “68% of Latino Internet
users use Facebook, Twitter or other social
networking sites.”
Mama’s Latinas are able to connect with
Spanish-speaking and English-speaking
audience, they fully embrace their
bilingual-bicultural lives and are at the
forefront of a quality of life for their family.

16. SPANISH BROADCASTING
ChicagoSan Francisco
New YorkNew York
Houston Miami
Los Angeles Los Angeles

17. “MOVIMIENTO”
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Q1 2015
Q2 2015
Q2 2015
Q3 2015
Q4 2015
Q4 2015
Q4 2015

18. Our Talent
Placido Domingo
The Book of Life
Hector Elizondo
The Book of Life
America Ferrera
How to Train Your
Dragon 2
Jimmy Smits
Sons of Anarchy
Nicholas Gonzalez
Sleepy Hollow
George Lopez
Rio 2
Dave Navarro
Sons of Anarchy
Cheech Marin
The Book of Life
Jacob Vargas
Sons of Anarchy
Sophia Vergara
Modern Family

19. Our Talent
Ana de la Reguerea
The Book of Life
Emilio Rivera
Sons of Anarchy
Zoe Saldana
The Book of Life
Emily Rios
The Bridge
Naya Rivera
Glee