We are excited to launch our Hispanic Sample Evangelists series where we feature dynamic brands who have entrusted ThinkNow with their Hispanic sample needs. In this first installment, we interviewed April Lainez, Brand Manager for the health and beauty brand, DLC Laboratories.
With the goal of reaching a viewership of one billion, the 2019 FIFA Women’s World Cup in France holds represents an incredible marketing opportunity for Hispanic food products. This year’s tournament, which began on June 7 and ends on July 7, is the most exciting Women’s World Cup yet for several reasons: France is still buzzing from their 2017 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high.
With a goal of one billion viewers, the 2019 FIFA Women’s World Cup in France holds untold potential for marketers. This year’s tournament is poised to be the most exciting to date for a few reasons: France is still buzzing from its 2018 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high. As marketers, of course, we’re every bit as interested in who is watching the games as who the players are.
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Attracting and engaging consumers paves the road to sales and revenue for companies. Of these consumers, one segment, in particular, will represent more than 50% of the total consumer base within the next 20 years. For companies focusing on younger consumers ages 18-29, this consumer will be more than 50% of all consumers in less than ten years. Chances are, your company, like most, doesn’t understand these consumers despite the significant impact they will have on your company in the future. So, how do you gain insight into an audience with so much potential yet no relationship with your brand? Would you turn to a company focused solely on this consumer or one with a department, or more realistically, a person that heads up a division within a large organization?
For decades, Hispanic grocers and Hispanic products in mass market grocers have been dominated by food which comes either directly from Latin America or U.S. based companies that try to emulate those of Latin America, like cheeses, spices, and canned goods. There has been little innovation in these products since the 1970s and 80s when Hispanic immigration into the U.S. boomed, and companies responded with products to meet the new discerning consumer who was looking for authentic Hispanic products. Flash forward to 2019, and now immigration from Latin America is at an all-time low, but the U.S. Hispanic population continues to grow at a rapid pace driven primarily by U.S. born Hispanics.
In 2011, Fox and the Spanish-language network Telemundo won the rights to broadcast the 2018 and 2022 World Cup in the U.S. for a record $1 billion dollars. Fox agreed to pay roughly $400 million and Telemundo will pay roughly $600 million. Flash forward, and the U.S. failed to make the World Cup. Was the investment worth it? The short answer is “yes.” With the 2018 World Cup around the corner, we surveyed a representative sample of 500 Hispanics and 360 non-Hispanics to understand how they engage with soccer on social media and how they plan to follow the World Cup. The insights gained from this information can be used by marketers to attract advertisers to their platform and maximize the opportunity the World Cup presents.
“In the beginning there was Spanish, and that was good.” Marketing in Spanish in the U.S. may not seem like an innovation from our purview in 2017, but when the first recognized full service Hispanic advertising agency in the United States opened up in 1962 it was a paradigm-shifting marketing event. It was one of the first times national brands and companies marketed their goods and services in the U.S. using a language other than English.
Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we’re looking for is a better understanding of what these cohorts really do while searching online. To find out, we teamed up with the Google Multicultural team to conduct an ambitious study.
Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.
The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Our latest market research study, ThinkNow Drive™ reveals what’s driving automobile buying trends and habits among Total Market consumers. Watch as our street team takes over The Fade Factory Barber Shop in Burbank, CA. Learn what drives car purchases and the adoption of autonomous tech.