Opie’s world has changed.
Not only that, but all aspects of the idyllic Main Street USA that was presented on television have changed. Right?
I will be presenting the aforementioned session at Nielsen Business Media’s Hispanic Retail 360 Summit at the Venetian Resort & Hotel in Las Vegas. This year’s summit is August 9 - August 11 (Sunday through Tuesday). I will be presenting my session on Monday the 10th at 2pm.
My presentation will cover (in a humorous but factual manner) some of the cultural assumptions retailers tend to make when addressing the Latino market, and draw out some useful insights on how brands can connect with Latino consumers in more credible and meaningful ways. I’ll be covering the use of outdated stereotypes, misconceptions, and the overuse of straight translations when reaching Spanish language dominant consumers. I will be addressing how Latinos are not a monolithic or monochromatic structure where one size fits all, yet some marketers continue to push their marketing efforts in this manner.
Through the use and misuse of visual and verbal cues, I’ll discuss and explore identifying opportunities, solving problems, creating bigger breakthroughs and of course, achieving better ROI on Latino marketing efforts. Some of these points will focus on “traditional and nontraditional” American family units and customs/culture, as well as how Latino families vary, via language, customs, belief systems and/or communications.
We all know the traditional mainstream American consumer has been in flux for some time. Attitudes change; behavioral patterns change. Latino consumers are no different. Successful market segmentation and marketing communications require ongoing commitments to consumer insights, and yet we still continue to see high-profile brands applying outdated assumptions in their efforts to engage the Latino consumer.
I will be posting the presentation online at a later date. I’m eager to hear your feedback, suggestions and insights.
Drop me a note and let me know if you’re planning to attend the summit and if you’d like to get together while there.
Hispanic Retail 360 Summit is the retail industry’s premier event for retailers in all channels and marketers looking to grow their business with the Latino consumer market in the U.S.
The Summit is produced by Progressive Grocer and Convenience Store News, two leading media brands owned by Nielsen Business Media. Brandweek, another Nielsen Business Media brand, is one of several media sponsors. For the fifth consecutive year, Coca-Cola is the presenting sponsor for Hispanic Retail 360 Summit. Other sponsors include Geoscape and Café Bustelo.
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