A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Los Angeles-based Curacao, a big-box chain that's been selling to Hispanics since 1981, is looking to better serve its existing customers by communicating also in English. In a recent survey, the $400 million, 10-store chain with locations in Anaheim and Fountain Valley found that about 35 percent of its customers, who are predominately Latino, preferred to shop in English, up from 9 percent in a 1991 poll. That’s why its catalog, which reaches more than 700,000 customers each month, is now in English and Spanish. Its store signs are also now bilingual. And Curacao, which was formerly known as La Curacao, provides classes to employees who need to develop English as a second language. Curacao’s experience isn’t unique. Home Depot shut down its Spanish-language website because sales were less than projected. Of the visitors to espanol.homedepot .com, nearly half lived outside the country, where the company doesn’t ship.
- Pizza Patrón
Pizza Patrón announced its expansion plans for the Chicago metro area. In June, Antonio Swad the chain's founder, moved to Chicago to personally oversee the market's development. "The Chicago metro area is a very important market for our brand because it is the third largest Hispanic market in the U.S.," said Swad. The DMA is expected to grow to 30+ Pizza Patrón locations and is currently being developed personally by Swad. However, the chain may entertain the prospect of letting a highly qualified developer take over the market at some point, Swad says. "We are excited to open our first location in Cicero. It is a perfect fit for our brand given 86 percent of the population is Hispanic, and 98 percent of the Hispanics living there are of Mexican heritage," said Swad. The first location will open at 2313 Cicero Avenue in Cicero, Ill. at the end of August. Swad says the chain is actively seeking good site locations in predominately Hispanic areas throughout Chicago and its surrounding suburbs. He expects to have three locations open by year end.
International calling giant Localphone has updated its website and now offers a Spanish language option to benefit its Spanish speaking customers. This is the first of many languages that will be added to the site, in order to help support its fast growing international audience. Visit the Localphone Spanish website at http://www.localphone.com/es.
Conair, a multinational hair appliance and hair care company Headquartered in East Windsor, New Jersey, with sales and marketing operations in Stamford, Connecticut, launched the Spanish-language version of Conair.com. This innovative new site provides our Hispanic customers with access to all that Conair has to offer online, in their primary language. Our ultimate goal at Conair is to ensure that our customers have the best possible experience with our products, both online and in stores, and this new site helps us to achieve that goal. To ensure accuracy and quality. The Conair customer base is large and diverse and strives to offer products and services that appeal to the ever-changing multicultural face of America. "The Spanish website underscores our focus on these important Hispanic customers by giving them a positive online environment," said Paulette Heller, Vice President of Marketing. "This will strengthen their engagement with the Conair brand and the products they love." Robin Linsley, Vice President of Marketing, concurs. "Our Spanish-speaking customers are a vital part of our community, and we welcome the opportunity to make their online interactions with Conair as user friendly as possible."
- Kaine Campaign
Democratic U.S. Senate candidate Tim Kaine is out with a new TV ad — in Spanish. Called “Valores” (“values”), the ad features Kaine, who was a missionary in Honduras in his youth, speaking into the camera in Spanish, talking about values he learned as a missionary, his efforts as governor to expand pre-kindergarten programs, and promising to support immigration reform. Its part of the Kaine campaign’s efforts to reach out to Latino voters.Kaine also will air radio ads in Spanish. His campaign said this is “the beginning of a sustained Spanish-language media buy that will continue through Election Day,” and noted that Kaine also has a Spanish-language campaign website.
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