Marketing to a Multicultural Nation

Chiqui Cartagena, VP Corporate Marketing at Univision, Talks about Your Changing Target Audience

There comes a point when you can no longer think of something as a niche. We’ve reached that point with the Hispanic market. The 56% growth since the last Census, the fact that 1 in 4 births today is to a Latina mom and the fact that 100% of the population growth among adults 18-49 in the next 10 years will come from Hispanics all prove that Hispanics are essential to health of U.S. businesses and companies must organize themselves to win with this consumer.

Companies must apply a top-down Hispanic lens to their marketing strategies and integrate Hispanic into every step of their business planning process through a Total Market Strategy. Gone are the days when you can launch a product or service in the “general market” first and then you turn your attention to your Hispanic efforts. From strategy development, to research, to product development, to packaging design, to creative briefs, to media planning, all the way to in-store execution and support services, marketers should be asking themselves and their organization: “What about Hispanic?”

Ms. Cartagena has the answers you need. She is VP of Corporate Marketing at Univision as well as being the author of “Latino Boom! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market" with a new book on the horizon.

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