Market Evolution

The Latino Consumer Market is evolving from a Spanish-only market into a larger, more diverse Spanish and English market with even greater buying power. Marketers need to adapt to this change in order to effectively reach and connect with this vibrant, ever-growing market. Today, we are not just experiencing a market evolution, we stand on the brink of a marketing revolution.

In order to capture this expanding consumer base, your brand can’t afford to wait for Latino consumers to come to you. The Latino Consumer Market is segmented into distinct behavioral and lifestyle groups.

There is a booming Latino youth population that is embracing new media and technology. They are a bit more socially aware than the previous generation.

There is the growth of the high net-worth segment that is embracing the American mainstream without losing sight of where they came from. They also identify with global concerns, but from a unique American Latino perspective. We call them the
Latino Gen X.

And of course, let’s not forget the largest immigrant group in this country. Although their influx has slowed a bit according to Pew Research, they are still investing heavily in the U.S. economy and contributing to the population boom.

Ad Age refers to this phenomenon as the NEW Generation Market. The moniker may be true, but we like to call it the dawning of American Latino Individualism.

Each of these segments, along with others, will play an important role in the upcoming election, the economic recovery, and beyond.

Multicultural marketing has moved into a new arena. The U.S. Latino population has evolved into the single most influential emerging consumer group with an annual buying power expected to reach $1.2 trillion very soon. There is a new choice for brands that want to connect on a deeper cultural level with all segments within the Latino Consumer Market. And we are here to help.

BRANDROOTS

A tree does not grow from the canopy down. As you know, it grows from the roots up.

Building brand loyalty within the Latino market isn’t about language. It’s about understanding culture. It’s about building lifestyle relationships and delivering a compelling message at the point of contact. Winning the Latino Consumer Market must happen from the roots up.

Brandroots are built on four core tenets. In order to be successful in the Latino Consumer Market, companies must:

• Understand how the Latino consumer currently views and uses their brand.
• Understand the current perception of their brand and key competition.
• Develop strategic messaging to make their brand relevant, meaningful and accessible.
• Tactically incorporate their brand into the lifestyle of the consumer.

These tenets are critical to developing your brandroots with the Latino Consumer Market.

Crafting the Right Message

When it comes to drawing the powerful Latino consumer closer, Matador takes a different approach. We know how to capture the attention of fiercely independent consumers bombarded by choices. And we don’t do it by simply translating English into Spanish.

Our expertise is focused on crafting the right message. Yes, we are savvy media buyers who know how to develop memorable and effective promotions, and deftly execute all the other aspects of your marketing campaign. But everything revolves around the message to your consumer.

The right message:

• Gets your brand noticed at the point of contact.
• Turns a browser into a buyer.
• Convinces consumers to adopt your brand.
• Activates your brand at the local level.

After years of working in the brand trenches of Fortune 500 companies, we understand how to create a powerful message. We begin by asking three questions:

• What connection do I have with the brand?
• What value does the brand have in my life?
• Does the brand make it easy for me to use it?

The right message makes your brand culturally relevant in the Latino communities – in Spanish and English. Using a variety of tactics, we will activate your brand at a 1:1 level:

• In places the consumer interacts with the brand (lifestyle)
• Using Spanish and bicultural social media (Web 2.0, events, WOM, experimental)
• And with traditional Spanish and bicultural media (TV, radio, print)

Turn your strategy for Latino communications upside down. Let us introduce you to a powerful twist on conventional thinking about ways to maximize brand loyalty and sales within the single most influential ethnic consumer group of the new millennium.

Your Brand. Your Promise.

Your brand is your promise delivered to the consumer. Activating your brand at the point of contact is our promise to you.