Should Ikea Advertise More to Hispanics?
Ikea’s new 353,000-square-foot store opened last wednesday in Tampa’s Ybor City. While there is a significant Hispanic population in Tampa, and general market companies like Media General have vehicles exclusively targeted to Hispanics, no advertising has been Hispanic specific yet.
“Their Hispanic agency confirmed that they only did advertising for launch events but that there was no budget assigned to the Tampa opening. They did run two full page ads in The Tampa Tribune and The St. Petersburg Times. All of their national dollars went to anglo-american publications.”, Orlando Nieves, general manager of Centro Tampa tells Portada. “Not so far”, Luis Eduardo Baron, CEO of Tampa based Hispanic media company, TV Net Productions, says when asked by Portada whether hehas gotten any advertising related to the launch of Ikea’s new Tampa store.
Hispanic Advertising Agency
Santa Monica CA based Anita Santiago, Ikea’s Hispanic advertising agency - Ikea’s general market agency is Mediaedge-, has been making the case for an increased amount of Hispanic advertising to Ikea marketing executives.
A markets Hispanic population needs to be 20% or more in relation to its total population in order for Ikea to do Hispanic specific campaigns, Rene Salinas, media planner at Anita Santiago, tells Portada. Tampa does not quite meet that criteria. Ikea stores in Chicago, Los Angeles, Dallas, Houston and Miami do meet that threshold.
Salinas tells Portada that Ikea’s Hispanic campaigns typically include TV, radio, out of home (particularly digital billboards) and online media. Online media’s emphasis lies in e-blasts and mobile and text to call. Ikea has a Spanish language website at http://www.enamoratemasdetuhogar.com. Ikea’s Hispanic radio advertising often supports newspaper FSI’s in general market newspapers.
Ikea has stores in the following states: Arizona (Tempe), California (Burbank, Carson, Covina, East Palo Alto, Emeryville, Orange County Costa Mesa, San Diego, West Sacramento), Connecticut (New Haven), Florida (Orlando, Sunrise, Tampa), Georgia (Atlanta), Illinois (Bolingbrook, Schaumburg), Maryland (Baltimore, College Park), Massachusetts (Stoughton), Michigan (Canton), Minnesota (Twin Cities), New Jersey (Elizabeth, Paramus), New York (Brooklyn, Long Island), North Carolina (Charlotte), Ohio (West Chester), Oregon (Portland), Penssylvania (Conshohocken, Philadelphia, Pittsburgh), Texas (Frisco, Houston, Round Rock), Utah (Draper), Virginia (Woodbridge), Washington (Seattle).
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