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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 …

Strategy

The UMG Story Part 2: Strategy

To read part 1 of our story, click here.   When we started the company, our agency space consisted of a 12″x18″ dry erase board, markers and more ideas than we could fit on that small board. We would list our target clients on our board as a reminder of who our big catches were. Because of that list, we would spend hours talking about how they made advertising decisions and how we could become a part of that process. Initially, a lot of the projects we would get were small design projects. In fact, our first client was a business plan we wrote for a small jewelry store. After that, our first creative project came in the form of a $600 website complete with a one-hour photo shoot. Strategy First As our client base grew in size and scope, so did our capabilities. After our first year, we landed …

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Five Signs You Could Benefit from Hiring an Ad Agency

Wondering if you qualify to hire an ad agency? Maybe you think your business is still too small or your workload is unpredictable, but you’re probably more qualified than you think. Either way, never hesitate to look into your options. Many agencies are willing to work even with small businesses and will help you customize their services. 1.     I’m too busy for all this. When the day-to-day, technical tasks of your company take up most of your time, little is left for advertising, marketing and public relations. It may be time to hire an agency when you simply don’t have the manpower in-house to find ways to get your company’s story, services or products out there consistently in the public eye. 2.     I could really use some consistency. You may be able to update your company’s Facebook account yourself, but if you struggle to find content or to consistently interact …

Creative

The UMG Story Part 1: An Idea

Everyone has a story to tell. It’s part of what makes us unique. Our personal backgrounds shape the way we are and how we live our lives. We learn from past mistakes, we fondly remember moments spent with loved ones, and we spend many hours looking back through old pictures and scrapbooks. As an agency, our story is no different. We love to tell our story every chance we get. We believe that where we came from is an integral part of who we are today, how we run our agency and what we want our agency to be in the future. UMG’s story is one built on family, entrepreneurship and a desire to enhance our culture. In 2009, my brother Ramón approached me with the idea of an advertising agency that specialized in helping brands reach the Hispanic consumer. The idea stemmed from our involvement with the SC Hispanic …

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Hispanic Ad Agency Hires Public Relations Director

Jan. 13, 2014, Greenville, S.C. – UniComm Media Group, South Carolina’s first full-service Hispanic market advertising agency, has hired Carlie Maldonado to serve as the agency’s public relations director. Maldonado will be responsible for strengthening UMG’s ties to media outlets and for developing and executing public relations strategies for agency clients. “Public relations plays a key role in any marketing communications plan targeted at the Hispanic consumer. Hispanics today, more than ever, embrace our diverse media environment as a reliable source of information,” Ramón Nieves-Lugo, UniComm’s chief marketing officer said. “Adding Carlie allows our agency to provide our clients with a more integrated approach to our marketing communications strategies. We are excited about the enthusiasm and passion for public relations she brings to the agency family and especially to our clients.” With this addition, UniComm Media Group is adding to an already strong agency team that delivers exceptional strategy and …