WHY IS IT MARKETERS-RETAILERS AND SMALL BUSINESSES IGNORE THE HUGE PURCHASING IMPACT HISPANICS HAVE ON THE ECONOMY & YOUR BUSINESS
A good friend of mine sent me this article (Linked) about the Hispanic population.
It's Dangerous To Ignore The Impact Of Hispanic Millennials (More on the article later)
It isn't all that ironic that he sent this to me, after all he is Hispanic - Cuban Hispanic heritage to be exact. (His father immigrated from Spain to Cuba, then to the U.S.)
He wanted to point out to me that he believes this huge segment of the population is being ignored in our industry, and many others as well may be ignoring the Hispanics population's HUGE potential purchasing powerhouse that it is.
I BET THIS WILL GET YOUR ATTENTION TO READ MORE
WHY IS many industries are IGNORING THIS DEMOGRAPHIC?
Correct me if I'm wrong here, but I tried to find past articles on this demographic and how it could influence purchase behaviors for retailers and brands. I couldn't find anything, other than what I'm going to reference below. (If you have the links/articles, please comment and enlighten me).
As it pertains to Home Furnishings, I really couldn't find any relevant information about the purchasing habits, styles or trends this demographic group influences, with the exception of an article about Rooms To Go back in October 23, 2013 by Clint Engel: Rooms To Go launches Sofia Vergara line.
Needless to say, RTG did their research and licensed probably one of the most liked, well known and respected Hispanic actresses. Here's a quick rundown on her;
rom what I hear from my friends in the field, this has been a HUGLY successful line for them...go figure, huh? Look at the social followers alone
My Question: Do you think she has influence?
about bill napier
Bill Napier is Managing Partner of Napier Marketing Group. He has been the chief marketing officer of several small, medium and large companies throughout his career, most notably Ashley Furniture Industries Inc. Many in the home furnishings industry call him an industry serial disruptor. "His thought provoking blog will challenge conventional wisdom, look under the industry’s hood and seek to uncover the critical clues to improving its performance". Bill is also a featured writer and speaker in the retail industry. His vast understanding of the issues retailers and brands face to compete in the digital arena, coupled with his humorous interpretation of his knowledge of trends, facts and solutions for helping companies compete, makes for an engaging and informative session for every brand or retailer that attends his sessions. His passion is to help retail brands & brick mortar retailers grow their business by creating, guiding and deploying successful marketing B2B/B2C solutions integrating traditional marketing with the web/social media. You can see his passion for this at his FREE marketing information website;