July 2000 Hispanic CLUE CLUE Cultural & Linguistic Understanding of Ethnicity c Realities of Retail In the last decade Hispanics have at •Target Corporation is aggressively and informa: once become much more numerous and less homogenous. These changes successfully attracting Hispanic consumers through altering its have spurred retailers into action to advertising and merchandising. Check out this upcoming create effective ways to market to this Ethnic marketing event: segment of the U.S. population. • They have used Latino celebrities in their ads, created a Spanish-language •The Hispanic population has a version of their Target Family Magazine, Seventh Annual Ethnic current buying power of more then and run print ads in popular Hispanic Marketing Conference $380 billion. publications. September 25-27, 2000 •Target also carries more smaller- • By 2020, that number is projected University of Chicago to surpass $520 billion. size clothes and brands that are more Gleacher Center, Chicago IL popular among Hispanics at store contact: firstname.lastname@example.org Many retail companies have already with a high volume of Hispanic recognized the importance of customers. targeting the Hispanic consumer • At more than 200 Target stores market. Companies would be loco, movies and music are available in to overlook this great opportunity. Spanish. Bilingual in store •Sears has been a leader in advertisements and product Hispanic Marketing by advertising specialization is a key new focus. CREO International 52 weeks a year in Spanish- 520 Marquette Avenue . • Other companies paying close language media. Suite 700 attention to the Hispanic consumer Minneapolis, MN Retail Marketing •They also have a Spanish-language include JCPenney, General Mills, 55402-4444 magazine called Nuestra Gente that Heineken, Best Buy, Ford, and is full of advertisements and General Motors. editorials covering topics of There are many ways retailers can (612) 342-9800 Hispanic cultural importance as or reach the rapidly growing U.S. well as in store advertising in Hispanic market. However, truly (800) 632-1388 Spanish.. establishing a presence in the Hispanic marketplace takes time and •Fingerhut Companies Inc.has effort. recently launched an ad campaign Sources: U.S. News & World Report, “Hispanics don’t and catalog distribution strategy exist,” 5/11/98 v124 n18 p26(6). Star Tribune, aimed at Hispanics. Their first “Marketing to Hispanics heats up,” Ann Merrill, 5/11/00. HispanicBusiness.com, “A special report on geographical focus is Chicago. key trends that have driven the past 20 years and will shape the next 20,” 4/3/00. Did you know Hispanics in L.A., New York, Chicago, ? and Miami prefer to be marketed to in Spanish, but in other large markets such as San Francisco and San Antonio most prefer English?
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