The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how.
Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales.
Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
Author(s): Isaac Mizrahi
Publisher: Routledge
Year: 2023
Language: English
Pages: 249
City: New York
Cover
Endorsements
Half Title
Title
Copyright
Dedication
Contents
Foreword
Acknowledgments
About the Author and Contributors
Preface
List of Case Studies
Part I Fundamentals of the Hispanic Market
1 Is Your Brand Ready for the 2030 Census?
2 When It Comes to Multicultural Marketing, Doing Nothing Has a Cost
3 The End of Total Market—It’s Time to Try a New Approach
4 Why Are Some Marketers Still Lost in Translation?
5 Every Brand Is Already Involved in Hispanic Marketing
6 The Path for Growth Is Towards the Multicultural Youth
7 The Six Learnings Every CEO Needs to Understand
Part II Myths and Barriers
8 Seven Myths about Hispanic Marketing
9 Is Marketing in Spanish Still Relevant to Hispanics?
10 Don’t Suffer Multicultural Myopia
11 DE&I and Multicultural Marketing Are Not the Same
12 Seven Reasons Why Your Multicultural Marketing Plans Didn’t Work
13 If You Want Your Hispanic Marketing to Fly High, Upgrade to Business Class
Part III The Minority-Majority Shift—The Impact on Business
14 Two Decades That Will Change America
15 The Surge of Multiracial Families
16 The Tech World Faces a Reboot
17 It’s Time for a New Script in Hollywood
18 For Sports Marketing, It’s Game On
19 Multicultural Segments Top the Music Charts
20 For the Health and Wellness Industry, It’s Time for a Check-Up
21 Multicultural Consumers Faced Distinct Challenges during the COVID-19 Crisis
22 The Future Tastes Like Change
23 Diverse Consumers Are Changing the Grocery Retail Business
24 The Large Role of Multicultural Small Businesses
25 For the Ad Business, a Much-Needed Relaunch
Part IV The Right Approach to Your Hispanic Business Opportunity
26 Hispanic Marketing in Ten Steps
27 The Advertising Implementation Dilemma
28 The Hispanic Market “Long Tail”
29 Multicultural Marketing Investments Deserve a New Resource Allocation Methodology
30 How to Find the Right Creative Approach
31 The Multicultural Communications Challenge
32 Multicultural Consumers and Millennials Are Ready to Fuel the Next Cycle of Brand Growth
33 Storytelling Is a Different Story for Each Culture
34 Multicultural Market Experts Recommend: Unlearn Your Biases
35 The Right Approach for Your Multicultural Agency Pitch
36 Six Ways CMOs Can Bring Equality to Their Multicultural Agencies
37 When It Comes to Multicultural Marketing, Effectiveness Eats Efficiency for Breakfast
38 Where Do Multicultural Marketers Come From?
39 Time to Add Hispanic Marketing to Your Shopping Cart
40 For Some Brands, It’s Time for a Multicultural Comeback
Part V Additional Considerations
41 Multicultural Marketing Investments Expected to Grow
42 Minority-Owned Media Gets a Boost with Nielsen’s New Study
43 Minority-Owned Companies—Important Observations for Marketers
44 It’s Time to Rethink the Hispanic Heritage Month Celebration
45 Multicultural Marketing and Employee Resource Groups—An Alliance That Can Drive Growth
46 Multicultural Marketing Hard at Work Can Enhance Minority Employment Recruitment
47 Effective Multicultural Businesses Should Start at the Board Level
48 Is Marketing to Latin Americans and U.S. Hispanics the Same?
49 McKinsey Report Brings Focus to the Business Opportunity of the Hispanic Segment
Conclusion
Index
