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José L. López from Lopez Marketing Group: Target Hispanic Millennials Without Forgetting Your Spanish-Dominant Hispanic Base
Manuela Walfenzao| 23 de febrero de 2017
Los millennials hispanos representan 18-21% del total de este grupo en EE UU
José L. López, CEO at Lopez Marketing Group (LMG) wrote a post in LinkedIn entitled The Hispanic Millennial Mistake, where he recommends marketers “Not to shift the majority of marketing dollars to Hispanic Millennials at the detriment of your relationship with your Spanish-Dominant Hispanic base.” He explained that despite Hispanic Millennials currently represent 18% to 21% of total millennials in the U.S., and they purchase more consumer products than their non-Hispanic counterparts, is a mistake to focus all marketing dollars on a bicultural, bilingual Hispanic millennial, shifting all of the Hispanic marketing dollars away from its core Hispanics base. “Remember, if you don’t nurture a personal relationship you risk losing it” he said. To López reaching the large Spanish-Dominant Hispanics, digital and socially are important and effective. He gives five “best ways” to do it. First, using Spanish TV- TV still a great vehicle for reaching the audience. Second, Spanish Radio- still high and also extremely effective, and is great for frequency, brand messaging, and to increase market by city. Third, experiential marketing is a great vehicle to touch, sample, communicate, and engage to Spanish-Dominant Hispanic and value brand/customer relationship. Forth, retail activation in-store sampling product education, activity engagement as a purchase trigger. And finally, a social media platform and campaigns.
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