I can only imagine what went on at the marketing pitch meeting for the above Tweet:
— Prudential Executive 1: We need to connect with Spanish-speaking latinos *and* let them know we can help them be prepared and get financially fit.
– Prudential Executive 2: Yeah, but the Prudential brand has to be prominent, and top of mind.
– Marketing Dude: No se diga más. I got it!
Trade publication Advertising Age’s new Hispanic Fact Pack has hit the Interwebs, revealing tantalizing details about the “Hispanic market” which means you.
And it’s packed, por supuesto, with facts:
Kingston University (UK) Product and Furniture Design students Milo and Hannah conducted a controlled experiment to see if a motorized remote-controlled Dia de los Muertos sugar skull that also blows bubbles could drum up more business for a local burrito stand, Mighty Burrito & Co. You won’t believe what happened next! (Día De Las Burbujas = Day of the Bubbles.)
Rosbeef! (Slogan: We’re creative and we have common sense; how cool is that!?) came up with a marketing combo plate of an Old El Paso Restaurante taco truck, taco selfies and the hashtag #1PHOTOPOUR1TACO. Share a photo with the hashtag, they said, and get a free taco made with El Paso stuff and a digital coupon to buy El Paso products at the market. ¡Que rico! Ooh la la tambien aussi!
Here’s the “case study” video:
You’re passionate, Mr. and/or Ms. Hispanic, and emotional. You like stories, and web video stories under one minute long especially. Do we have some stories for you! Also tacos, which all Hispanics love, futbol ditto, and la musica, piñatas and burros tambien. HEY! WHAT ABOUT SPICY?
Somewhere, over the double rainbows, there’s a place on a river with tangerine trees and marmalade skies. And Honest Slogans, perfectly realized, from the Honest Slogans Tumblr.
At [insert company name here] we care about the __________, the __________ and the ___________ so you and your family can ____________ and the world _______________.
[Your mileage may vary. This product is meant for educational purposes only. Any resemblance to real persons, living or dead is purely coincidental. Void where prohibited. Some assembly required. List each check separately by bank number. Batteries not included. Contents may settle during shipment. Use only as directed. No other warranty expressed or implied. Do not use while operating a motor vehicle or heavy equipment.
Telemundo says it knows the secret to attracting the Millennial generation — so advertisers and marketeers can sell more product. (Spoiler: The secret word is 3BALL MTY.) What do you think? Is this video about you?
But wait! What does Univision have to say?
¡Hola, Hispanic moms! Serving your Hispanic family a dubiously-healthy breakfast is just a button-push away with Jimmy Dean® Brand croissant, egg, sausage and cheese breakfast sandwiches. Not only are they graded F for nutrition but you can heat them in the microwave to pretend you care! Each delicious serving packs a generous 60% of the daily recommended fat allowance and that means 45% of the cholesterol quota AND 60% of the saturated fat limit.
Wait, there’s more! Each sammich features a full half ounce of protein and over a third of your daily allowance for salt. Jimmy mexplains:
CHICAGO–(EON: Enhanced Online News)–The Jimmy Dean brand (www.jimmydean.com), America’s favorite traditional breakfast sausage brand* will release a new Spanish-language TV commercial this month to promote its popular line of breakfast sandwiches to Hispanic consumers.
(PNS reporting from UPTON ABBEY, MI) Frater Cassius the Yon was adamant.
“In nomine Patris, et Filii, et Spiritus Sancti,” he insisted in a rare English-language interview Sunday. “There is no such thing as Latin dancing, unless you mean the “dance of death” from the Black Plague. And Latin music is Gregorian chants, Enya and Necrodeath. Ain’t nobody got no time for that! Tempus fugit!”
SMITHERS: But, Mr. Burns? Latino baby food? WTF? For God’s sake, man, we already have Clorox Latino. When will the madness end?
BURNS: It’s already happening, Smithers, and I just read on Fox Latino that “one of the concerns that Hispanic mothers have is losing touch with their culture and their culinary roots.” Cashing in on concerns is the capitalist way, Smithers. Release the perros!
What are these trendy Latino baby food items anyhow? We’ve got the deets on the Pocho Ocho:
ZOMG! They made a video about mi gente, The Latino Shopper? About how we are unique and have a special sensual way of Latino shopping? Because, after all, all Latinos are the same! That’s right, Hispanics, too! Does this video have clip art, arrows and zoomy sound effects? Perky gabacho announcer? ¡Orale! I am so there!
(PNS reporting from HOLLYWOOD) Charlie Sheen today announced the launch of Carlos Estevez, a new line of Charlie Sheen created to appeal to Hispanic preferences and to specifically meet their needs based on the unique way Hispanics approach entertainment.
Charlie Sheen’s new product targets the burgeoning Hispanic market, now valued at a trillion dollars a year.
The Carlos Estevez line of Charlie Sheen is based on extensive consumer research and will be available soon in the new Robert Rodriguez Machete Kills film, and eventually in various TV commercials for personal injury attorney services and Budweiser Lime-A-Rita spots.
Nearly Half of Second-Gen Hispanics Feel Like Ads Don’t Target Them, laments the tradezine Adweek.
You mean pochos with limited/zero Spanish aren’t picking up trendy brand tips watching telenovelas on Spanish-language TV? And nobody reading this story really cares all that much about Juanes’ aftershave? What’s an earnest marketeer to do?
Los Pochodores are here to help with the Pocho Ocho best ways to reach out to that elusive “Hispanic” market:
The page features a photo gallery of “grandma’s sayings (refranes de mi abuela)” to get you in the bleaching mood, like this mysterious saying about moscas — flies.
POCHO translated these timeless bits of wisdom into English for all of America, since it’s Hispanic Heritage Month 2012 and we want to share.
The meme started on a site called MetaFilter: If you are not paying for it, you’re not the customer; you’re the product being sold.
Facebook — free to use — sells you and your friends and your information to advertisers. So does Google and so does Yahoo! When POCHO grows up, we’ll sell your “page views” too — hopefully to multitudes of high-spending advertisers who are appropriate and cool tambien.
This week the online ad world was excited about the latest estimates of the “Latino” marketplace from Nielsen.
Our No Shit Sherlock™ quick summary:
- There are lots of Latino (Hispanic,Mexican,Chicano,Latin-American,Cuban, etc.) people
- Latinos buy many products
- Advertisers spend lots of money online, on TV, in print and over the air to get Latinos to buy their products
- The Latino “market segment” is young, mobile and growing
Peep the surprising stats illustrated by purty graphs from the Nielsen survey: