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The Three C’s of Hispanic Marketing for Financial Institutions (Part III)

The point: Discover what makes the lives of Hispanics unique from non-Hispanics. When you learn what motivates and excites them, you will learn how to appeal to them. That’s how you’ll reach Hispanics—by thinking how they think. Culture The idea of culture has already been addressed in this piece several times, due to the nature of the topic. A people group’s culture pervades every area of their life, making it the biggest factor marketers must consider. If you aren’t in the same frame of mind as your target audience, you will struggle finding ways to appeal to them. Hispanic marketers need to think about questions like these: What do Hispanics value? What is their perspective on big areas of life that aren’t specific to race? Such as family, money, education, etc.? What influences their decision-making? When considering culture, there is one major warning for marketers to consider. Hispanics are not …

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The Three C’s of Hispanic Marketing for Financial Institutions (Part II)

Community Hispanic culture is centered around people and relationships. Realizing this is essential for understanding and, therefore, reaching Hispanics. Their community philosophy influences how they interact with businesses, and it can be seen in two specific ways: their priorities and online activity. Priorities For Hispanics, people are the number one priority. How does this affect their interaction with businesses? They want to establish a relationship before giving a company their business. They want to know they can trust your bank, your employees, and you. And this takes time. As mentioned earlier, they are rarely in a rush and probably won’t sign up for anything within the first hour of being in your office. Winning their business requires investing more time in them. One financial institution found that it meant an initial visit to gather information, a second visit with additional questions, and possibly a third visit to finally agree to open …

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The Three C’s of Hispanic Marketing for Financial Institutions (Part I)

By 2020, one in five Americans are expected to be of Hispanic origin. This staggering statistic demands your business’s attention. Many companies would agree that ignoring the Hispanic market is a mistake. But most are unsure of how to reach them. And others still wonder if their particular business truly needs to market to Hispanics right now, or if they can push it off a little longer. When it comes to banks, the answer is “go for it.” Hispanics need a bank today, not five years down the road. Unfortunately, most banks are doing a poor job marketing to them. As a result, the Hispanic market is a wealth of potential for financial institutions. Hispanics will pick a bank because they have to. So how can you convince them to pick yours? By following the three C’s of Hispanic marketing: Communication, Community, and Culture. Communication: Hispanic marketing is not: translating all your English ads …

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Tamales and Traditions: The Culture Gap in Hispanic Marketing

According to the U.S. Census Bureau and Pew Hispanic Center, the Hispanic population will make up 30% of the nation by July 1, 2050. This is exciting news for businesses, IF they decide to tap into the Hispanic culture and influence.  Most companies have seen this rising trend and are preparing to appeal to the Hispanic population. But now, the real question- how? How do you captivate an audience who’s culture is so different from America’s? How do you know that your message is being communicated effectively? Here’s some basic “do’s” and “don’ts” when advertising to Hispanics.  Do: Customize your message.      Certain messages in English may sound the same grammatically in Spanish but have entirely different connotations. The California Milk Processors decided to translate their motto, “Got Milk?” into Spanish but ended up with what sounded like, “Are You Lactating?” in a Hispanic’s mind. By double checking grammar, correct …

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How to Reach the Hispanic Market

At UMG, we get a lot of questions from brands who what to reach the Hispanic market. By far, the most common question is: Where do I start? For a company that wants to start a Hispanic marketing program, that can be a daunting question. However, our approach to answering that question is very simple: Use a MAP. Although it sounds like what men refer to when they don’t want to ask for directions, here at UMG a MAP has a little different meaning. MAP stands for Marketing Action Plan, and we use it to help clients develop a plan of attack for marketing to Hispanics. Many companies enlist our help because they have had trouble seeing results with their own marketing, connecting to their audience, or coming up with new ideas. At UniComm, we have the privilege of helping clients specifically appeal to the Hispanic population. We start the MAP process by …

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Made with Love: The Making of a Delicious Ad

If you haven’t noticed, we do a lot of advertising for dental practices. We constantly fight against the boring while still pulling on the heartstrings and communicating our client’s value proposition. Our latest challenge was a campaign for a pediatric dental office; so our imaginations went wild. We wanted to reach Hispanic parents by acknowledging their love for their kids and pledging that our dental office joined in those same efforts of keeping them happy and healthy. The design process wasn’t only wildly fun, but became an adorable and delicious ad that stood out from the crowd.   First, we bought a bunch of food. Then Emma got to work, transforming fruits and veggies into a mom-worthy lunchbox creation.  Lettuce and raisins became seaweed, blue jello transformed into a turbulent sea for a mandarin orange boat and carrot slices graced a cheese sandwich as fish scales.   After everything was just …

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Year in Review: A Growing Agency

2014 was a great year for UMG. If I had one word to describe our year, it would be “growth.” Our agency grew in a number of ways: 1. Our Clients. In 2014, our client base grew in quantity, but more importantly, in quality. Carolina Dental Alliance, Scansource, and Greenlink were just some of the great clients we had the opportunity to work with this past year. 2. Our Team. This year, we welcomed a new public relations director, Carlie Maldonado, a new creative director, Emma Klak, and a great team of interns who contributed ideas and great work to our agency. Our goal is to treat our team as a family, and I can definitively say that in 2014 our team has grown to be like a family at UMG. 3. Our Expertise. Ad agencies are supposed to be idea factories for clients. Yes, we need to be able to execute …

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Greenlink Receives Hispanic Marketing Plan from UMG

Today, after months of research, strategy and creative brainstorming, UMG presented Greenlink, the city of Greenville’s transportation system, with a Hispanic Market Action Plan. The plan included much research into the transportation sector and Greenville’s Hispanic community, and it included a comprehensive marketing plan. Transportation was a new field for us. It’s an industry full of challenges, but with these challenges, come numerous opportunities for thinking outside of the box and setting precedents. We were certainly stretched. There is still a long road to go taking ideas from concepts to execution, but we are pleased to report that Greenlink has set all the wheels in motion to implement one of our recommended tactics. Starting tomorrow, keep an eye on Routes #2 White Horse Road, #3 Poinsett-Rutherford, #6 Anderson Road and #9 West Parker-Berea-Woodside. The digital “welcome” message on the outside front of each bus will be replaced with a greeting to …

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RFPs – A New Perspective on the Bidding Process

Do you sometimes feel that bidding on advertising projects is a losing game, requiring hours of research and free spec work? We do too. Even with differing opinions about how agencies should respond to these kinds of opportunities, some thinking them wasteful or limiting to creativity, perhaps a positive perspective on the process still exists. Instead of killing creativity, the structure just might become a challenge that grows your team by leaps and bounds. The process usually goes something like this: Stumble across a request for proposal Have an RFP sent by a colleague Actively search for an RFP  Debate whether it’s worth it. We usually end up asking realistic questions such as: Is our agency a good fit for this organization or project? Do we have time to fit in this bid along with our client work?  Dive in. Conduct free research. If you look on the bright side, this equals …

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4 Ways to Better Understand and Appreciate your Agency’s Creative Team

You may not often see your agency’s creative team. An account executive with business and marketing expertise is the face of the agency, helping you through budgets, strategy and results. But what you may not consider is the fact that your account executive takes all those carefully typed notes back to writers and designers. You may have all kinds of ideas regarding promotions, events and campaigns, but no matter how clever or unprecedented, these ideas can’t go out to meet the world on their own two feet. They have to be carefully packaged. This packaging takes time. It also takes expertise and a knowledge of basic design rules. Enter the creative team. When creative material is presented to you, as the client, it should always be accompanied by an explanation. When this explanation comes, there are a few steps you can take to more fully understand the creative team: Listen. …