Marketing Cos. Align to Target Hispanic Market

Schaumburg, IL -- With more than 41 million Hispanics currently living in the United States -- and that number will jump to more than 47 million by 2010 -- manufacturers and retailers are seeking ways to effectively reach this consumer group that has an estimated $700 billion in purchasing power.But, as marketers are discovering, reaching out to this lucrative market and target audience isn't as easy as translating P-O-P copy into Spanish.To help retailers and manufacturers understand the Hispanic consumer, three companies teamed up to create a one-stop marketing solution, MiConexxion. They are: Malone Advertising, Akron, Ohio, which focuses on the creative and planning aspects; Custom Consulting Group, Raleigh, NC, which brings the Hispanic cultural insights to the programs; and PromoWorks, Schaumburg, IL, which handles the campaign's execution at the retail level.Thus far, MiConexxion has developed programs for Nestle's Nesquik, La Lechera, Coffee-Mate, Juicy Juice, Wonka and Crunch brands, and for Jugos Del Valle's Barrilitos. When Nestle tapped MiConexxion to drive trial and sales of Nesquik, the campaign targeted nonacculterated and partially acculturated mothers with P-O-P counter cards, shelf peanut cards and "growth charts" to emphasize how eating and drinking proper foods and beverages can help children grow. For its Barrilitos beverage, Jugos Del Valle set up in-store sampling at key accounts. MiConexxion developed in-store signage and custom table banners, along with a raffle of soccer jerseys.Carlos Oliva, a principal with Custom Consulting Group, who is from Puerto Rico, says Hispanic consumers respond better to P-O-P displays and other in-store marketing techniques than to traditional advertising. "We are very used to in-store demos and product sampling. Going to the store is a family event -- it's a going-out event for Hispanics.""Our goal is for our clients to really have a seamless experience," says Fred Bidwell, president and CEO of Malone Advertising. "MiConexxion was born here at Malone Advertising. It was based on our observation that there was a need that wasn't being fulfilled in the market, a serious gap in Hispanic marketing." Logistically, all three companies still take on individual clients, but under the MiConexxion umbrella, each contributes its area of expertise. The three agencies work together on each campaign with key people within each company appointed to work on MiConexxion projects, along with one point of contact for each client. "MiConexxion is focusing mainly on in-store marketing because the Hispanic consumer is much more receptive and responsive to product demonstrations and sampling events -- this medium is much more effective and impactful than other vehicles," says Jon Bos, executive vice president of retail business management for PromoWorks.Bidwell adds that manufacturers can tailor their message at the store level. "The advantage of reaching out to Hispanic consumers on a store-by-store basis is that you can choose locations by trade area, ethnic heritage, degree of enculturation and income," says Bidwell. "You can be very targeted to the Hispanic segment you want to reach with zero waste and do it in a way that's extremely relevant to the Hispanic consumer."

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