The document provides information about marketing to English-speaking Hispanic consumers in the United States. It notes that 83% of Latinos use English as their primary language and targets the middle-class "upscale" Hispanic demographic, which has an annual household income of $50,000-$99,999. It recommends developing brand awareness and loyalty within the top Hispanic markets, especially Los Angeles, through grassroots marketing, advertising, and community relationship building.

1. Bill Marin
(626) 576-2570
billmar333@aol.com

2. Content
1) Market Today
2) Main Target
3) How to Reach This Consumer
4) Consumer Insights
5) Services Offerings
a) Research
b) Marketing Strategy
c) Advertising – Media Campaign (SEM & PPC)

3. Market Today
• They are the most untapped consumer in the U.S., even though they represent $1.5 trillion in
buying power. They are misunderstood, mostly because of the misconception that all
Hispanics “only” speak Spanish. This misconception is now over! They are no longer an
immigrant market, but an ethnic market.
• MOST IMPORTANT FACT - 83% of all Latinos use English as their primary language to
communicate at work and social affairs. English is their language of preference and will
continue to grow. This English-dominant Hispanics tend to have a higher purchasing power as
well as increased consumption.
• You Must Reach the "Upscale“ (Middle Class) Hispanics, who uses English as their main
language. Hispanics are young, family driven and on the move.
• They are part of the mainstream consumer of the U.S. today. Coke, Budweiser & AT&T have
spent marketing money on "branding" themselves to the Hispanic consumer. They are all # 1
in Los Angeles in sales. In Los Angeles, sixty (60%) percent are Latinos. They are loyal,
attend sporting events and love to spent money on entertainment on an average of four (4)
nights a week if they are single and at least 2 evenings if they are married.

4. Main Target
“UPSCALE” HISPANICS - Middle Class
"The Huntington Post":
• Annual Income Household: $50,000 - $99,999 (median $71,00)
• Population: 15 million (27%) of the overall Hispanic population (55.3 million in 2015) in the
U.S.
• Considered as one of the most viable & sophisticated markets today.
Hispanic Consumer:
• According to new data released by the Pew Hispanic Center, about one-third of U.S.
Hispanics are now under the age of 18.
• 75% under 45 years old
• Household: 4 + people
• Demographic: 60% live in the Southwest Pacific region (mainly in Los Angeles). The largest
population is also found in Top Latino markets: New York, Miami, Chicago, Houston and
the Bay Area.

5. How to Reach this Consumer?
• Most companies, if they do, are trying to reach this consumer with Spanish media, but this
media is not reaching the demographics of 18-44 in large numbers that every company wants.
This group is the English-language Hispanic consumer.
• As a mainstream (English speaking) consumer, most companies “may” think they are
reaching them with their general advertising campaigns. WRONG! They need to be targeted,
they want to feel you are talking to them and you want their business (just like most
companies spend and brand to the African - American consumers).
• Your marketing team "must" go into the Middle Class Communities of the Hispanic Top Metro
Markets, this is your consumer you need to reach, they have the income, shop in their
community and devote a greater share of their discretionary dollars on entertainment than any
other group.
• How do you capture this often elusive market? A well-crafted, data-driven strategy is the first
step in reaching this consumer. The process must incorporate marketing, strategy, and
financial assessments to comprehensively assess the Hispanic opportunity.
• “Latinos are no longer just a sub-segment of the economy, but a prominent player in all
aspects of American life,” according to a 2012 Nielsen Report.
• What’s needed is a comprehensive approach to creating a Hispanic strategy that highlights a
deep understanding of brand building for Hispanics and their critical voice across social media
platforms.

6. Target Insights
Buying Habits
• The household woman is the major target, since she controls the money, buys all the products
for the home (children), directs outings and plans entertainment events, mostly in their
community.
• Their greatest share of their discretionary dollars is on entertainment than any other group
according to 2010 Census. They are a major buyer of wine, beer and carbonated items.
Hispanics do more grocery shopping than the average U.S. shopper according to Acosta Sales &
Marketing report.
• Major items: Food, beverages, clothing and pharmaceutical products. Spend more in proportion
to their income: Clothing, Footwear, Telephone services, Groceries, Fresh produce, Furniture
and Appliances.
• Hispanics are a key target for growth among Consumer Packaged Goods (CPG), goods that
comprise this category are ones that need to be replaced frequently, compared to those that are
usable for extended periods of time. Hispanic will be the dominant and the only driver of
domestic CPG sales growth.
Technology
• “Upscale” Hispanics are tech savvy and connected. They appreciate a simplified but constantly
online lifestyle and have traditionally been early adopters of technology, consistently over-
indexing the general population with mobile device usage by more than 16 percent.
• Nearly 34 % manage their finances using mobile devices compared to only 22% of upscale non-
Hispanics. They also spend a greater percentage of their disposable income on computers and
wireless technology.

7. Research
• We will provide you with all the research of the Hispanic consumer as it pertains to your
product of the Top Metro Markets, as well as, the secondary markets. The Top 10 markets
comprise 49.6% of the total population. These markets make up 25 million Hispanics.
• We will research your product and evaluate it among the Hispanic consumers, especially the
housewife. We will determine consumer’s brand perceptions and identify marketplace
opportunities for our clients.
• Our research will provide you with information why your product is not selling in all of your
outlets and what is needed to improve.
Market Presence, Fidelity Development & Public Relation
• We can provide you with better relationships with the community. We can be the public
relations connection with your company with the City Council, Latino Organizations, local
media that is targeted by the Hispanics. Developing relationships with these organizations
will bring additional "branding" of your product. They will recognize that you want your product
to be part of their community.
• Our team will use its relationships to build bridges between your brand and social circles of
this middle class Hispanic community. Our team can help you with your social media strategy,
we have the knowledge to help you develop a strategy to achieve your goals.
• Hispanic are more inclined to build trustworthy relationships with people and companies that
take the time to understand who they are and what they represent morally, ethically and
culturally. They should be approach as a strategic long-term investment.

8. Marketing Strategy
• Target Your Audience – Median age of the Hispanic population: 28 years
a) 10 – 19 year old – 16.8%
b) 20 – 34 year old – 25.5%
c) 35 – 44 year old – 25.6%
• Branding – Brand your product in the middle class Hispanic communities. We will provide you
with techniques of how to increase sales and develop in-store awareness, increase
consumption habits and provide you how to reach the Hispanic more effectively.
• Research – Research your product to the middle class Hispanic consumer where they shop
and socialize. Local Strategies – Hispanic interaction with brands and channels are vastly
difference by age, market and level of acculturation.
• Grass Roots Marketing: This campaign is the most effective way to research your product
with this consumer. By going into the community of each of the cities, our Street Team is able
to test the product. Promote it, develop “Cross Marketing” with other outlets, arrange contests
to bring awareness to the product.
• Cross Promotion with other accounts for additional exposure. Develop promotional programs
with women organizations, local social media & retail accounts that will consist of contests
and fundraisers to build your branding in the community. We will develop these promotions.

9. Advertising - Media Campaign (SEM & PPC)
• “Brands need to find new ways to engage with Hispanics.” says Monica Gil, Senior Vice
President of Public Affairs and Government Relations at Nielsen. “It’s time for companies to
understand the behaviors that drive Latinos to connect emotionally with their brands. Until
they do, they are leaving revenue and market growth opportunities on the table.”
• In the Top Hispanic markets when you do a local English buy, you can also make an AD
campaign targeting the Hispanic by using a "personality" & culture images, mostly featuring
women, who is the target of all products.
• Buy local advertising in the Top 6 markets - Los Angeles (40%), New York (20%), Miami,
Chicago, Houston & Bay Area (10% each). We will provide you with a written campaign.
• In reaching the English speaking Hispanic, we will research what English TV, radio,
magazines & social media they prefer depending on your buyer demographics. They have
diverse preferences than the mainstream consumer when it comes to English programming.
Media Campaign – Services
• Conversion Rate Optimization
• Affiliate Marketing
• Social Media
• SEO, PPC - Pay per call
• Native Advertising
• Landing Page Design

10. Top Markets
Rack 2011 Metro Markets Hispanic Hispanic % Total Rank
Total Hispanic - 50,477,594 Population of Metro Population 2000
1 Los Angeles-Orange-Riverside 7,728,380 44.7% 17,273,688 1
2 New York -Northern New Jersey 4,327,560 22.9% 18,897,109 2
3 Miami-Fort Lauderdale-Pompano Beach 2,312,929 41.6% 5,564,635 3
4 Houston-SugarLand-Baytown 2,099,412 35.3% 5,946,800 6
5 Chicago-Joliet-Napeville 1,957,080 20.7% 9,461,105 4
6 Dallas-Ft Worth-Arlington 1,752,166 27.5% 6,371,773 7
7 San Francisco-Oakland-San Jose 1,449,190 23.5% 6,172,302 5
8 Phoenix-Mesa-Glendale 1,235,718 29.5% 4,192,887 7
9 San Antonio-New Braufels 1,158,148 54.1% 2,142,508 9
10 San Diego-Carlsbad-San Marcos 991,348 32.0% 3,093,313 10
11 Washington DC-Arlington-Alexandria 770,795 13.8% 5,582,170 12
12 McAllen-Edinsburg-Mission 702,206 90.6% 774,769
13 Sacramento-Stockton-Roseville-Arden 700,075 24.7% 2,834,433 14
14 Denver-Aurora-Boulder-Greely 682,087 22.1% 3,090,874 13
15 El Paso 658,134 82.2% 800,647 11
16 Las Vegas-Paradise 568,644 29.1% 1,951,269 19
17 Fresno-Matera-Chowchilla 549,062 50.8% 1,081,315 15
18 Atlanta-Sandy Springs-Marietta 547,400 10.4% 5,268,860 22
19 Orlando-Kissimmee-Sanford 538,856 25.2% 2,134,411 21
20 Austin-San Marcos-Round Rock 538,313 31.4% 1,716,289 18
21 Boston-Worcester-Cambridge 485,938 9.1% 5,350,954 16
22 Philadelphia-Camden-Wilmington 468,168 7.8% 5,965,343 17
23 Tampa-St Petersburg-Clearwater 452,208 16.2% 2,783,243 24
24 Albuquerque 414,222 46.7% 887,077 20
25 Bakersfield-Delano 413,033 49.2% 839,631 23
26 Brownsville-Harlingen 357,747 88.1% 406,220
27 Tucson 338,802 34.6% 980,263 25
28 Oxnard-Thousand Oaks-Ventura 331,567 40.3% 823,318
29 Portland-Salem-Vancouver-Hillsboro 327,526 12.5% 2,616,747 27