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Hispanic Shopper Marketing Do's and Don'ts

April 30, 2009

What’s the best way to reach the Hispanic consumer? Consider throwing out that TV budget and
focusing on in-store media instead. And don’t go out of your way to make your brand look "Hispanic."
Such are the insights of Carlos Boughton, brand director of Tecate and Tecate Light, Heineken USA
and Manuel Wernicky, president, chief ideas officer and managing partner at Adrenalina. The two
collaborated on a shopping list below for marketers aiming to tap the country’s largest and fastest-
growing minority group.

DO

1. Consider the context. Hispanics have been particularly hard-hit by today's economic
crisis so a message designed for the 'good times' will feel insincere.

2. Focus on the idea. Let your inspiration lead the media. Design around one great
concept that extends equally and powerfully to several mediums instead of trying to match each
medium with a laundry list of incomplete thoughts.

3. Shift ad spend from TV to in-store merchandising. The store shelf, where 70 percent of purchasing
decisions are made, is the last frontier for swaying purchase behavior. An LCD screen on a shopping
cart may be a more direct way to woo Hispanics than the ads on the big screens in their living rooms.

4. Engage the consumer to 'feel' the brand. Latinos gravitate to brands they sense feel right. For
instance, Tecate leverages boxing as an effective way
to reach Hispanics and as a powerful metaphor for boldness, masculinity and character. Consumers, in
turn, make the connection: bold brand = bold product = bold consumer.

DON'T

1. Rely on a Power Point to know your customer. Data provides invaluable context,
trends, and insights. But to get inside the head of "Juan Q. Consumer" spend time
outside the office, meeting and talking with brand users. Data is not an effective way
to read emotions. Tecate's platform of

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Hispanic Shopper Marketing Do's and Don'ts http://brandweek.printthis.clickability.com/pt/cpt?action=cpt&ti...

'character' came from consumer interaction not from data.

2. Underestimate consumers. With the growth of user-generated content, consumers are more
involved than ever in shaping a brand -- almost like co-brand managers. In this sense, the right
consumer-designed message can boost a brand just as the wrong one can wreak havoc. One consumer
designed image that was a take on the Tecate campaign became a minor hit on Facebook.

3. Get mired in cultural relevancy. Streaming papel picado in the store isn't a shopper marketing
strategy. Don't try making your brand look 'Hispanic,' instead focus on delivering a relevant message.
At Tecate, we've abandoned all obvious references to origin because it doesn't serve the message
we're trying to convey.

4. Be a brand for all people. Tecate isn't an Hispanic brand marketing to multicultural groups, our
target is Mexican men and we speak from their perspective. Even people who don't understand the
campaign value its genuineness. Often, a pan-Hispanic message will lack bite and authenticity. More
people may 'get it,' but fewer will care.

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