hold the queso: how to market to latinas
DESCRIPTION
Proposal for SXSW 2015TRANSCRIPT
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H O L D THE QUESO
HOW TO SMARTLY MARKET TO LATINAS WITH OUT CLICHES, SOMBREROS AND STEROTYPES, SO YOU CAN WIN OUR
TRUST AND EARN OUR DINERO
@ROBYNMORENO! #HOLDTHEQUESO!
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RobynMoreno.com!
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Border-‐Line Personali/es Harper Collins Never has the concept of La4na iden4ty been more relevant. Also, never has there been a new genera4on of La4nas so ready to say what they mean and even cri4cize the La4na genera4on that preceded them. Un4l now. In Border-‐Line Personali4es, twenty writers share their poignant and wickedly funny stories about figh4ng with their mothers, struggling with speaking Spanish, and dealing with the men who've done them wrong, among a myriad of other topics. In the end, each essay encompasses a different point of view, lending credence to the theory that no one can label any one item, idea, or person more La4na than the other.
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Lifestyle Expert, Network Broadcast Contributor, Author
Regular Contributor, Expert – THE TODAY SHOW
Celebrity Interviewer
Cosmo For La/nas Contribu/ng Editor, Author
“How To” Advisor, Host & Author
Broadcast Lifestyle Advice & Tips Expert
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STATISTICS • LATINAS CONTROL 86% OF PURCHASING
DECISIONS FOR THE HOME, MAKING THEM PIVOTAL TO THE HISPANIC MARKET’S $1.2 TRILLION IN ANNUAL BUYING POWER
• BY THE END OF 2015, 1 IN 3 KIDS WILL BE BORN TO A LATINA MOM
• 87% OF LATINAS CALL THEMSELVES EQUALLY LATINO AND AMERICAN
From Nielsen
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PRIMARY HOME PURCHASING SHOP AT CHILDREN’S STORE
163
BABY FOOD
150
DISPOSABLE DIAPERS 144
PHOTOGRAPY SUPPLIES
142
ELECTRONICS 135
BABY NEEDS (FURNISHING, ACCESSORIES, MORE)
137
HOME FURNISHINGS, APPLIANCES 118
PARENTING AND FAMILY-FOCUSED CONSUMER PURCHASING
LATINAS ARE HEAVY PURCHASERS IN HOUSING AND KEY CONSUMER GOODS CATEGORIES
INDEX SCORE
171
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LATINAS AND TECHNOLOGY
• ONLINE LATINAS ARE MORE LIKELY THAN NON-HISPANIC WHITE FEMALES TO OWN SMARTPHONES AT 77% (versus 55%)
• LATINAS ARE QUICK TO ADOPT NEW CAPABILITIES
LIKE MOBILE BANKING, SHOPPING AND PRICE COMPARISONS
• SOCIAL NETWORKING IS USED BY 56% OF LATINAS WHO SHARE INFORMATION AMONG THEIR CONNECTED COMMUNITIES IN THE U.S. AND LATIN AMERICA
• 44% OF LATINAS USE APPS ON THEIR MOBILE DEVICES, 40% USE GPS, AND 37% STREAM AUDIO
From Nielsen
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INTERNET AND SOCIAL MEDIA USE AMONG HISPANICS/LATINOS
16.7 MILLION FACEBOOK
3.4 MILLION TWITTER
1.8 MILLION LINKED IN
SOURCE: Nielsen, 2012.
OVER 33 MILLION HISPANICS USE THE INTERNET
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62% of La4nas wish for more lifestyle informa4on wriMen for "La$nas like me."
From Nielsen
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THIS REALLY HAPPENED……..!
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LATINAS HAVE TO BE CAREFUL OF NOT PERPETUATING OUR
OWN STEREOTYPES
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5 Things You Should Never Say to a Latina
1. Are you "Spanish?” 2. You don't look Latina — you're so light-skinned/dark-skinned! 3. Where are you from? No, no, no, like where are you from, originally? 4. Your mother must be as gorgeous as Sofia Vergara! 5. I bet you come from a really big family.
NOT SAYING WE AREN’T PROUD OF SOME OF THE STEREOTYPES ABOUT HOW INSANELY SEXY WE ARE, HOW OUR FAMILIES ARE AWESOME AND HOW WE ARE GREAT DANCERS BUT HONESTLY, THERE’S A LIMIT
(from CosmoForLa;nas.com)
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@robynmoreno Marke/ng to La/nas? Go smart & stylish over sexy & stereotypical #verdad #wegotsexycovered