Hispanic Marketing Blog is an initiative of Target Latino, a multicultural marketing consulting firm with a Latino / Hispanic twist.
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by Claudia Goffan Have you ever wondered about the versatility of soccer in commercials? Well… we did. Here are a few brands that use soccer in their commercials very cleverly. We will start with the most expected uses for soccer and finalize with the most original ones. We hope you enjoy them as much...
by Claudia Goffan TL: Can you give us examples of company mishaps when it comes to the Spanish language, which ones come to mind? Sandra: Hewlett Packard caused some controversy in Argentina when they introduced their products in that market. Their logo bears only the initials “HP”, and to an Argentine, it translates into...
by Claudia Goffan When I arrived to the U.S., 18 years ago, I opened a checking Account with Bank of America. It was obvious. The name, Bank of America, carried in it a familiarity that no other bank did. I, too, was born in America, the continent of America. What people do not know...
by Claudia Goffan In my everyday life, I pay attention to advertisements—I simply love them. No matter where they are—TV, magazines, newspapers and even billboards—I can’t get enough of them. The one exception is Internet ads. They have to be extraordinary to capture my attention as a marketer. Companies are just simply not...
Let’s talk segmentation – Part I by Claudia Goffan Graphics by Jim Perez The reasons behind the use of acculturation levels in Hispanic Marketing. Hispanic Market segmentation and projected size by Claudia Goffan, CEO of Target Latino. Why levels of acculturation? In the 1900’s European immigrants would force their children to forget about the...
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