LINKAGE: Target Doubles Down on Hispanic, Enterprise Speaks Spanish, MaxPoint Goes Public….
Spanish-language spots show advertisers' increasing determination to reach Hispanics, while Skyword provides tips on doing it right.
Enterprise tests Spanish spots
Car rental agency Enterprise released a Spanish-language commercial in six U.S. markets, highlighting its service that picks up customers and drives them to rental locations. The 30-second spot by Bromley, "Vamos Por Ti," began airing on Telemundo and Univisión in Texas and New Mexico, backed by radio and digital advertising. Lee Broughton, assistant vice president of Enterprise Brand Marketing, North America, told the St. Louis Post-Dispatch, “We’re going after what we believe is a burgeoning demographic for the company,” Broughton said. “We really feel like we have an opportunity to build that demographic.”
Read our interview with Broughton here.
After stumbles, Target to double down on Hispanics
During the recession, Target changed its brand strategy from an emphasis on affordable style to rock-bottom prices. It didn't work so well. Now, the brand is hoping Hispanics, long a big part of its consumer base, will help it with its own economic recovery. Its new CEO, Brian Cornell, told investors, "Our guest is going to be increasingly a Hispanic shopper." While just 38 percent of Target shoppers overall identify the store as their favorite, some 54 percent of Hispanic millennials said it was their favorite.
Target's new campaign, Sin Traducción, was created by LatinWorks, and has a strong social media component. Fans are encouraged to add their own ideas for untranslatable words via Twitter.
Hispanic mobile use not only big but still growing
It's not late-breaking news to any marketer that Hispanics over-index for mobile and social media. This segment is also growing faster than other demographics, according to Celine Matthiessen of BIA/Kelsey, speaking at the Radio Ink Hispanic Media Conference.
PM Publicidad goes all in on total market
PM Publicidad, the Atlanta-based, full-service ad agency, relaunched as PM3. The agency wanted to highlight its expertise beyond "just Hispanic," it said. We're not sure what they mean by that. But capabilities, backed by new staffing, now include media planning and buying, digital asset management and production services, social media management, experiential marketing, mobile app design and development. For example, PM3 recently created a content integration project with ESPN, beIN Sports, and Fox Deportes on behalf of its client NAPA.
Multicultural or truly localized?
In the marketing world, "multicultural" is often used as a synonym for Hispanic. Biiiig mistake, says George Levy of Skyword. He points out that localization of content needs to take into account the multiple cultures within the U.S. and Latin America. Even the language itself has nuances, Levy points out; for example, the folks in Portugal speak Portuguese differently from those who speak it in Spain. And don't confuse a quesadilla with an arepa, for Pablo's sake.
MaxPoint goes public
Adtech company MaxPoint Interactive began trading its stock on the New York Stock Exchange. Its software creates 44,000 "micro zones" called Digital Zips to create what it says is hyper-local advertising. MaxPoint aims to drive in-store sales for advertisers by helping them reach the right neighborhoods online for their local, regional, and national campaigns. Customers include Starbucks, Electrolux and pasta company Barilla.