Abasto Magazine

July/August 2014

Abasto Magazine - Guía indispensable para el empresario hispano con noticias de última hora, consejos y directorio empresarial

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to this debate because they have very unique shopping habits. The key to reaching and connecting with this segment versus other consumers is integrating what is important to them. Hispanic grocery retailers are a clear example of successful custom local marketing and advertising initiatives. Many top independent Hispanic retailers across the U.S. have done an outstanding job of creating and cultivating ties with their local communities. The strategies have been successful because they have embraced and integrated Hispanic culture in such a way that allows easier and more straightforward one-on-one interactions. Many top general market brands such as Proctor and Gamble, Kimberly Clark, Nestlé and General Mills have taken note and are capitalizing on the Hispanic consumer spending power by actively creating and engaging in hyper- local marketing programs. Integrating sales objectives and complex marketing strategies can often be a very difficult challenge for most organizations as budgets are stretched and objectives become more aggressive. The positive impact of a holistic well- rounded strategy including personalized and hyper-local tactics cannot be denied and have a very positive impact on a brand's perception and value. To enhance the outcome of such programs, brands must partner with organizations and seasoned marketers that have specific market insights, proven standing with independent retailers and an in-depth understanding of local Hispanic communities. Julio/Agosto 2014 | | 51 Abastoonline.com

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