Promo - June 2008 - (Page 16)

DELIVERING THE EXPERIENCE Event marketing technologies that deliver results. www.pictureu.com 800.929.0223 TouchPoint™ Automated Kiosks Hola or Adios? Study shows one size does not fit all Hispanics All Hispanics are not alike. As with any demographic group, consumers with Latino cultural backgrounds break into various sub-segments, each with special needs and wants. According to a new study from Information Resources, Inc., this U.S. population of 45 million spends $34 billion annually on packaged goods. Yet marketers too often don’t sufficiently target niches within the group. “Many manufacturers and retailers make the mistake of trying to do a mass marketing campaign to Hispanics, and frankly, it is not working,” says Staci Covkin, senior vice president, consumer and shopper insights group, for IRI. “It’s not just about taking your brand, slapping on Spanish language and hoping it will sell. It really is a group with various segments.” Nearly one in six consumers is Hispanic. That ratio will rise to nearly one in five by 2025, according to IRI’s Times & Trends report, “Hispanic Consumers: Capturing CPG Market Potential.” Why are Hispanics so critical for retailers and manufacturers? They spend 13% more on CPGs than non-Hispanics, reports IRI, which forecasts that by 2015 Hispanic spending will reach $52 billion. According to Covkin, manufacturers are beginning to recognize the need to target lifestyles. The research identifies differences within the Hispanic market compared to the general population—their shopping patterns and purchase behavior—and the marketing impact on Hispanic sub-segments. One finding is that those who primarily speak Spanish and live in Hispanic communities are more likely than other groups (72%) to eat fruit and vegetables every day and look for package labels with the words “100% juice,” “fresh” and “real.” Accordingly, Kellogg’s offers a $1-off downloadable coupon at www.HealthyBeginnings.com for fresh produce with the purchase of two Healthy Beginnings cereal products. Kraft Foods is also responding to those needs. The company is kicking off a summer campaign to support the U.S. re- SmartShots™ Digital Photo Marketing Imagination Station™ Greenscreen CatchAll™ Onsite Data Collection QuickShots™ Onsite Printing W For more articles on retail marketing go to www.promomagazine.com/retail Newsletter Web RSS Webinar Conference Podcast 16 June 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.pictureu.com http://www.HealthyBeginnings.com http://www.promomagazine.com/retail http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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