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 | |
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