Marketing to Latinas: LatinVision Conference Recap

– by Nikelle Feimster, Media Relations Specialist, Business Wire/New York

Nikelle Feimster

On Thursday, June 10th, I had the privilege of attending LatinVision Media’s Latinas Conference.  The panelists, made up of industry leaders, marketing experts and media executives, presented interesting stats about this evolving demographic and gave strategies on how marketers can effectively target this viable consumer segment.

During the conference, I learned a lot about today’s Latina – who she is, how she thinks, and her importance in the Latino market.  Leylha Ahuile, Mintel‘s senior analyst of multicultural reports, revealed in her presentation about Latina women in the U.S. that most Latinas are not traditional mothers with two kids.

U.S.-born Latino women are younger and more affluent than ever before and they represent more than 20% of all women in the U.S.  They’re advanced in education. In fact, Latinas are attending college at a higher rate than their male counterparts. They are predominantly English speaking, 100% bicultural and they’re spending more and more time on social networking sites than the general market.

According to Leylha, when it comes to media consumption, Latinas consume print media in both English and Spanish, but there is an increase in preference for English. One-third of Latinas watch English language TV and a majority consume radio in Spanish.

On the topic of digital and Social Media, Paul Lima of Lima Consulting says that Latinas are spending more time on social networking sites than non-Latinas . . . so why not use social media to engage? They love to share their experiences with family and friends, and they like to comment and share ideas on products. Bottom line, Paul says that brands that engage Latinas do well and prosper. It’s important to connect with them and understand who they really are in order to be relevant: “If you understand your business objective within your site, you will win.”

Business Wire can help brand leaders actively engage with Latino customers. By utilizing our LatinoWire product line, companies can bolster their print and Web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print and broadcast media outlets.

LatinVision is a New York-based organizer of conferences and networking events focused on marketing to U.S. Hispanics and Latin American executives. Business Wire is a sponsor of LatinVision Media’s Marketing to Latinos Conferences. To learn more about the LatinVision Media 2010 Conferences Series visit www.latinvision.com/marketing .


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