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Here’s a fact worth celebrating: If the U.S. Hispanic population were a stand alone country, it would be among the world’s top 20 economies. Over the last decade, the Hispanic population in the United States has increased 46.3 percent to total more than 50 million, and it’s projected that U.S. Hispanic buying power will total $1.5 trillion by 2015. One in six U.S. adults is Hispanic, and Spanish is the third most-used language on the Internet. According to Nielsen, Hispanic adults are 25% more likely than the average U.S. consumer to follow a brand of on social networking sites; among U.S. social networks, Tumblr has the highest concentration of Hispanic visitors. While the upcoming Cinco de Mayo specifically commemorates Mexico’s role in the early years of the American Civil War, for marketers, it’s a holiday used to target and connect with this powerful demographic. A current partnership between Jose Cuervo, Tabasco and Tyson Foods is but one example of a holiday-specific promotion that will extend beyond May 5. Starting yesterday and running through June 29, consumers can use in-store coupons for discounts on all three brands. The promotion is being supported by Tyson’s Facebook page, where — upon “liking” the brand — users receive coupons and other discounts. One detail that caught our marketing eye: this Thursday, there will be a live-chat session with Tyson’s Deli Meal blogger in which she will offer Cinco de Mayo party tips.
Maybe I’m just blogging out loud, but it seems like marketers need to keep the spirit of Cinco de Mayo going year-round. With the U.S. Hispanic population and its spending power both on the rise, it’s foolish to ever stop the fiesta.
Another brand which regularly participates in Cinco de Mayo is Dannon, which will be distributing coupons and free samples this weekend at the Unified Grocers Cinco de Mayo festival in Los Angeles. With more than 100,000 people expected to attend, the festival proves a great opportunity for the yogurt brand to engage with the Hispanic audience. “The truly successful brands with Hispanic consumers are the ones that have ongoing activities that support the community,” explains Vertical Marketing Network Senior Account Director Nicco Mouleart. “They’re at festivals, they’re in stores, they talk to the consumer in their language.” Meanwhile, the Tyson campaign is smart to be Internet and social media-savvy. In 2009, 24 million Hispanics were online; that number is projected to jump to 39 million by 2014. Studies also show U.S. Hispanics are quicker than most to adopt mobile technology. The average Hispanic mobile user spends more than 20 hours per week on social networking sites, then there’s the typical smartphone uses of texting, making phone calls and surfing the web. Another study from the Pew Research Center’s Internet & American Life Project found both African-Americans and Latinos are more likely than whites to use Twitter, the booming real-time social network that boasts more than 140 million active users. With the entertainment category their top-ranking interest, it makes sense that entertainment often aids Hispanic promotional campaigns. “Entertainment is a huge passion for Hispanic consumers,” says Mouleart. “Unified Grocers understands that, which is why their event has been successful for so many years.
“The key is to having an ongoing relationship.”
Let’s market en español.