The document outlines key trends in marketing to Hispanic consumers for 2015, emphasizing the importance of cultural insight and the growing buying power of this demographic, estimated at $1.2 trillion. It highlights millennials, particularly 'hispennials,' as a vital target audience, stressing the need for digital content in both Spanish and English due to a current lack of it. The document also notes the rise of Hispanic populations in non-traditional markets like Atlanta and Charlotte and discusses opportunities for hyper-local marketing strategies.

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HISPANIC MARKETING TRENDS 2015

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HISPANIC MARKETING TRENDS FOR 2015
Marketing to Hispanic shoppers is rapidly changing and
requires staying current on the different audience
segments, behaviors and cultural nuances.
This presentation will outline key demographic insights,
content marketing opportunity, social media strategy,
and geographical trends for Hispanic immigrants.
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THE CHANGING CONSUMER/SHOPPER
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MILLENNIALS
projected CPG dollar
share growth by 2020
2014: 18 – 33 yrs old
2020: 24 – 39 yrs old
70%
BABY BOOMERS
projected CPG dollar
share decline by 2020
2014: 50 – 68 yrs old
2020: 56 – 74 yrs old
16%
Source: IRI
HISPANICS
projected Hispanic
U.S. population
growth by 2020
53%

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KEY HISPANIC INSIGHTS
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- $1.2 trillion buying power
- Fastest growing segment of community
- Largest minority — 17% of population
- By 2025, it’s estimated that 30% of U.S.
children will be of Latino descent
- 70% are under 40
- 73% live in households with 3+ members
- Over index with family-sized value packs
- 1.5x more likely to buy mobile apps and digital
media than non-Hispanics
- Referred to as the Mobile-First Generation
Source: IRI, AllOver Media

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THE HISPANIC SHOPPER
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- 55% love shopping with others
- 46% are influenced in-store by people they
respect
- 17% purchase impulse items because they
look fun
- 53% say finding the highest quality items is
most important to them
- 73% research and shop online when making
their weekly chore lists
Source: The Integer Group and M/A/R/C Research

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HISPANICS + MILLENNIALS = HISPENNIALS
Hispennials (Hispanics + Millennials) is fast growing
and considered one of the most sought after markets.
Twenty one percent of Millennials are Hispanic.
Millennials are projected to comprise 70% of all CPG
dollar growth share by 2020, and the Hispanic market
currently has a $1.2 trillion buying power.
• Within all Hispanic marketing, the Hispennial is
the most digitally savvy with both mobile and
social media.
• Hispanics are expected to be 53% of the U.S.
population by the year 2020.
• 70% of Hispanics are under the age of 40.
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One of the biggest areas of opportunity to reach Hispennials is developing valuable content in both Spanish
and English. Currently there is a lack of Spanish digital content.A recent Nielsen study shows that 60% of
Spanish-speaking U.S. Hispanic consumers agree that there is a lack of Spanish digital content.According to
Google, 56% of Hispanics that are not online cite a lack of Spanish content as the main reason why they are
not using the Internet.
These insights provide marketers with a clear opportunity to reach Hispanics through valuable content
delivered on digital channels.

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CONTENT MARKETING:
HYPER LOCAL + WEB STREAMING
Hyper local targeting is one way to reach
Hispanics by developing campaigns that are
relevant to neighborhoods and how
Hispanics shop and interact with their
community.
As marketers develop campaigns, it is
important to think about how your audience
wants to be communicated with. It is not
simply about creating a Spanish or English
message. It’s about understanding culture,
preferences and respectfully delivering a
message that is authentic and not a sales
pitch.
DirecTV recently introduced a Spanish-
language web streaming service calledYaveo
that will stream on-demand movies,TV
shows, children’s, and sports programming
over the Internet to PCs, Macs and Android
devices in the U.S.The subscription model
will cost $7.99 a month and deliver culture
specific programming.
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ATLANTA IS AN EMERGING HISPANIC MARKET
Recent Hispanic immigrants are settling outside
of traditional cities such as Los Angeles, New
York, Miami and Chicago.
The Hispanic population in Atlanta increased
127% from 2000 to 2013, with a population of
750,000.A second emerging market for
Hispanics is Charlotte, North Carolina.
Marketers testing new products and programs
targeting Hispanics should consider testing in
markets like Atlanta and Charlotte.
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FACEBOOK AND.SOY
Last year, Facebook launched the Hispanic affinity
segment for targeting in the U.S., which allows
marketers to reach approximately 23 million
Hispanics who use the world’s largest social
network.
This year, Facebook launched more advanced
targeting by language to include segments for
Spanish-dominant, English-dominant, and
Bilingual.According to Facebook, 42% of
Hispanics use Facebook in both languages, 40%
use Spanish while the remaining 17% use
primarily English.
Google introduced the domain .soy in October
2014.The domain which translates to “I am” is
intended as a way for Hispanics to connect
online. Response has been mixed so far with
many people decrying Google’s monetization of
Hispanic marketing.
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DIGITAL MARKETING
According to a survey of senior level marketers
conducted by Google, most brands didn’t have a
marketing strategy to target Hispanics. It is also
acknowledged that Hispanic audiences are early
adopters of devices and over index in mobile
and video consumption.The average Hispanic
spends over eight hours watching online video
content each month, which is higher than the
U.S. average, according to a Nielsen report.
Hispanic users are also heavy users of mobile
apps. Based on a Google Consumer Survey
from July 2014, Hispanics are 1.5x more likely to
buy mobile apps and digital media than non-
Hispanics.
Mattel is one of the retail leaders in terms of
creating bilingual marketing campaigns that
include bilingual websites and cross brand
promotion with the Fisher-Price Spanish
language site, Pensamos enTodo, and the First
Birthday program with a Hispanic campaign
called Mis Primeras Mananitas.
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Source: Mediapost, IRI, All Over Media

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THANKYOU
Barb Stabno
President and Owner
952-345-6264
barb@bardadv.com
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