Abasto Magazine

English Bonus I t's that time of the year again…Hispanic Heritage Month (HHM) a key opportunity to successfully capitalize on and influence Hispanic shoppers with initiatives that will resonate and connect in profound ways. During this time we honor and celebrate the group's contributions, heritage and culture creating a unique period to relevantly reach and connect with the unacculturated Hispanic or those in the early stages of acculturation. Why does this matter? While it is important for every marketing strategy targeting the Hispanic market be a well rounded it should also have an annual focus. Hispanic Heritage month is one of many unique opportunities where brands can truly customize messages and create hyper-local tactics that pervade in consumer's minds. The key to successfully approach this opportunity relies on the multicultural marketing basics: 1. Identify culturally relevant shopper insights During HHM, people from at least eight different Latin American nations celebrate their country of origin independence. They gather with their family and friends to shop, eat, drink and celebrate. The increase in parties and barbecue activities creates an opportunity to connect with consumers. They go shopping with their family and friends more often and will prefer retailers with a family-friendly atmosphere that resonates with the sights, sounds, smells and sensibilities of their homeland. Bilingual signage, staff, authentic products and brands are key assets when creating a relevant consumer experience. 2. Create shopper marketing strategies Hispanics are savvy consumers who plan ahead. Pre-shopping experiences help increase a brand's presence via circulars, coupons and online special promotions. Consider creating online activations via social media and digital apps which Hispanics will most likely positively respond given the fact that they already rely heavily on mobile technology. In-store product sampling utilizing bilingual staff is a great way to make consumers feel at home. Bundle offers, redemption items or family/value packs will also certainly be very attractive for consumers. 3. Beyond the retail experience Retailer and brand associations with local community events and organizations help increase consumer brand loyalty. Identifying local events and understanding community affairs is important and getting involved will help boost a brand's presence and positioning. The design of relevant shopper marketing strategies requires careful consideration of every element involved in the pre-shopping, in-store and post-shopping experience. In terms of Hispanic marketing, relevance, authenticity and a tight relationship with the community are among the most important tactics. Those strategies that consistently make an effort to create unique, authentic experiences for the Hispanic market by carrying bilingual messages, and portraying Hispanic values such as family, health, faith, hard work, education and service tend to be among the most successful with the consumers. Por: Nery Vázquez, DirecToHispanic Connecting with Consumers and Increasing sales 50 | | Septiembre/Octubre 2014 AbastoMedia.com

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