American chain store Wal-Mart drew in the Hispanic market through a three year partnership with Univision Communications. Univision is America's largest Hispanic company that specializes in creating custom and community-themed content.
Spending nearly $60 million was worth it for Walmart who reached their desired Hispanic market through a series of culturally-focused advertising campaigns. A great example of the brand's new marketing direction includes advertising that features famed soccer stars and that appeals to the Latin American sport enthusiast.
Walmart is not the only large American company with a desire to appeal to the hard-to-reach Hispanic market. Making up a large population of the U.S., this demographic can be difficult to appeal to and has lead brands to explore new strategies like a focus on sub-cultures within the Latin community as well as the use of bi-lingual branding.
Cultural Chain Store Marketing
Wal-Mart Draws in the Hispanic Market with Univision Communications
Trend Themes
1. Culturally-focused Advertising - Businesses can explore advertising campaigns that are culturally-focused to appeal to hard-to-reach markets like the Hispanic community
2. Sub-culture Targeting - Brands can develop new strategies to focus on sub-cultures within the Latin community to better understand their unique needs and desires
3. Bi-lingual Branding - Businesses can use bi-lingual branding to make their messaging more accessible and appealing to the Hispanic market
Industry Implications
1. Retail - The retail industry can benefit from culturally-focused advertising and sub-culture targeting to better understand and appeal to the Hispanic community
2. Sports - The sports industry can use culturally-focused advertising campaigns to appeal to the Latin American sport enthusiast
3. Media - The media industry can partner with companies like Univision Communications to create custom and community-themed content that resonates with the Hispanic market