Elections 2020: Florida’s Hispanic vote will be strategic

Nobody can denied the importance of the Hispanic Vote in US, especially, when this group grew importantly during the last years. In fact, Florida’s Hispanic electorate grew by 81 percent between the 2014 and 2018 midterm elections. Moreover, Hispanics who registered to vote as independents grew by 101 percent, meaning Hispanics are the fastest-growing portion of Florida’s electorate heading into the 2020 election.

Other relevant fact is that the voters are younger than previous elections. Univision CEO Vincent Sadusky said in a statement. “2020 is shaping up to be an especially competitive election and, particularly in many large states including Florida with significant Latino populations, we have no doubt Hispanic America will play a key role in picking the next president and which party controls Congress.”

According to MiamiHerald, this is one of the reason because Florida Sen. Rick Scott focused heavily on Hispanic voters in his successful 2018 campaign, spending millions to run Spanish-language ads during major events like the 2018 FIFA World Cup and touting his visits to Puerto Rico throughout the campaign. The Spanish-language TV campaigning, combined with an anti-socialism message in South Florida, helped Scott and Gov. Ron DeSantis win narrow victories over Democrats.

The same source showed another interesting piece of data: how Hispanic Republicans in the city of Miami shaped statewide races. Despite voter registration growth among Hispanics in Miami-Dade lagging behind statewide Hispanic growth rates, turnout among Hispanics in Miami-Dade was three percentage points higher than the statewide Hispanic average. That means more Hispanic voters who were previously registered showed up at the polls, evidence that older, Cuban-American voters who tend to vote Republican showed up in 2018. In many precincts across Miami-Dade, Scott and DeSantis outperformed Donald Trump’s 2016 showing.

For sure, next elections will be again an interesting political event in the US. If you are the responsible for the marketing budget on the next Elections 2020, what are you going to do?

More resources:


Who are millennials?

Millennials Generation

According to Pew Research Center, anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

What are millennials?

This is the term that most people recognize the most, commonly associated with avocado on toast, and ‘snowflake’ culture.

They are born between the early 1980s to the mid 1990s or early 2000s, so many young adults nowadays would define themselves as millennials.

The generation was severely impacted by recession, as it caused record unemployment, affecting young people joining the workplace, as well as a period of economic instability.

Why are Hispanic/Latino Millennials Different than other Millennials?

According to Dr. Di Ann Sanchez SHRM-SCP, Ph.D, there are several reasons why Hispanic/Latino Millennials are different than Non-Hispanic Millennials.  First, Non-Hispanic Millennials tend to defer significant life events such as marriage, having children, and buying a home.  For example, non-white Millennials average age for first-time births is 27 years old, Latino Millennials average for first-time births is 24 years old.  Moreover, 1/3 of Hispanic Millennial Moms have three or more children versus about ¼ of Non-Hispanic Millennial Moms. Therefore Latino/Hispanic Millennials are considered the “early adulthood” Millennials.  Why does this matter?  It matters because employers want to attract and retain employees.  Hispanic Millennials who have children earlier, will limit job hoping to build their families and potentially buy a home earlier.  Latino Millennials will look to their employer for stability, a place to stay longer and build a career with the company.

According to The Manifest, there are 5 key to reach them from the marketing perspective:

  1. Tell a story with a video. Millennials don’t want to read about your brand – they want to see it.
  2. Take a Stance. Millennials seek both authenticity and value. Taking a strong position (without any positioning) will allow you to reach these purpose-driven purchasers.
  3. Promote on Reddit. You can run a promotion on Reddit, “The Front Page of the Internet.”
  4. Reach Across All Channels. Brands must be present across all channels to reach millennials.
  5. Boost Visibility With Search. Search advertising is an effective way to advertise to millennials directly.

To advertise to millennials successfully, find ways to display your brand as the relevant and trustworthy ally. Do this and your advertising will successfully attract, engage, and convert this cagey demographic. If you need help to target this audience or other multicultural segments, check it Alcance Media Group.


Video, importance of the Hispanic market

Audiences are in constant evolution but one of the most dynamic segment is the US Hispanic. This market is rapidly developing in a changing world.

Just a couple of empirical notes. Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66% more video content on their smartphones every week than non-Hispanic consumers.

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online (emarketer.com).

 

Why this segment market is important?

In the first place, Hispanic Americans projected to account for roughly a third of the US population by 2050, the time to start targeting this market may be now (thenextweb.com). Maybe to can check our post about Hispanic drive homeownership growth.

In the second place, they are already a connected segment. “Hispanic consumers in the U.S. are now considered a very connected and digital first community. Effective outreach to different cultures within the hispanic market can spread like wildfire down to their home countries,” wrote Nick Kyriakides, COO at NetTALK. When it comes to marketing to this market, it is important to leverage digital channels.

This is why many companies are trying to implement more video based services. For example Entel, among Chile’s largest telecommunication companies, recently introduced a new video platform powered by the Kaltura TV Platform. What they are trying to do is to push their platform and get more exposure for brands and advertisers willing to target this market.

Source: https://corp.kaltura.com

For sure, in the short term the video arena will be full of rude competition. The good news is this kind of scenarios are always good for consumers and an interesting opportunities for new businesses.

Finally, if you want to learn more about the Best Practices to Reach a Diverse Audience, check this post on: https://www.reachmulticultural.com/


New Luxury Car

Reaching Hispanic Car Buyers

While the numbers may vary (one projection is that the Hispanic market will represent $1.7 Trillion buying power by 2020), the consensus is that the Hispanic market is massive, and therefore the influence of Hispanic car buyers is a major opportunity for any business.  In this case, let’s look at auto dealers.

Car dealership owners in the U.S. are focused on selling as many cars as possible and as their local or regional market changes they are one of the fastest groups to react to these changes.   While there are major advertising dollars focusing on Hispanic markets from some automakers, the local focus of the dealers means that regardless of the national focus, they may create their local sites, offers and advertising to grab the attention of their market.

Below is an example of from Arlington Toyota of a vehicle walk through in Spanish for their market.

Each market is different, even when looking at the Hispanic market.  The local market in Miami is quite different than the markets in San Francisco, New York or any other.  There are numerous factors including language (Spanish versus English), to cultural backgrounds and differences in country of origin or individuals or family (U.S. born, 3rd generation is different from 1st generation family recently arriving from Guatemala) can be significantly different.  In some markets, the big sellers may be the less expensive vehicles, while in many cases the Hispanic market is purchasing high end luxury cars. (Example from Lexus below) These are the details that local/regional dealerships understand.

Above is an example from JM Lexus showing the key attributes in Spanish of choosing a Lexus.

More than ever there are cost effective options for dealers.  From managing their own sites and social media presence, to working with local publications, to working with multicultural digital specialists to reach Hispanic car buyers. To continue to learn more about reaching these audiences, here are some additional resources:


How universities are recruiting new students with Immersive Marketing

If you manage an University that offers outstanding facilities, world class teaching, or a vibrant community, showcase your establishment and capture the essence of what it is like to visit in person, well, immersive technologies will fit in this challenge.

One of the main benefits of providing virtual tours is that it provides an accessible way for foreign students to view your university and its facilities from abroad. Due to financial and time constraints it is often not possible for international students to visit a campus in person from abroad before making their selection decision, in fact the majority choose a university without ever having visited in person.

By providing the opportunity for them to experience everything your university has to offer virtually you will stand out from competing institutions who provide far less immersive and engaging digital content on what university life will involve.

Furthermore, it also offers these students the opportunity to share the university tour experience with key influencers of their selection process such as parents, family and friends, all whom may play an important role in their ultimate decision.

 

How 360-degree video ad looks like:

This is real example posted by the Seattle Pacific University's channel on YouTube.

 

Nice, isn't it?

Well, it's cool but it's could be better. Evaluate the following reasons:

  1. Embed a video from Youtube in a website (let's said a blog about students) only will increase the traffic of your YouTube Channel. Why? Because every time when a user click on the video, they will go directly to your Youtube channel. However, you need these users go to your website, where you can attract them to apply to your programs.
  2. YouTube will only give you the information about how many times the video was played. Nothing else. This is not enough because the most useful KPI that you need to measure the sucess of a campaign, it is the number of clicks that the users did. An less, the only concern that you have is the awareness of your brand.
  3. If somebody embed your video, well, it's hard to know where this video is hosted. From the brand safety perspective, this is really important. What happen if your video is running in an inappropriate website?
  4. If you set a campaign on Youtube, you only will be capable to show "banners" over any of the millions of videos watched by the users. Of course, it's possible to define a targeting criteria, however, this conditions are not that good on this platform and eventually, you can see your banner over a video about puppies, ghosts, car accidents, jokes, among many other type of content that it could affects negatively your brand.
  5. Certainly it is possible to set a campaign of video pre-roll in Youtube. BUT, this platform has not developed yet the ability to show 360-degree videos as a pre-rolls ads.
  6. All the previous comments applies for Facebook too.

 

What is a suitable solution?

Run your 360-degree video ads in a network specialized on immersive marketing. Why?

  1. If you really worried about brand safety, you should choose a closed video network. That's means that the network runs the ads on a certain number of websites where it's possible to control and supervise the quality of the content.
  2. Additionally, you should choose a network capable to show your banners over your 360-degree videos. This is probably the most important key, because users can "click" on a banner and you will know exactly how many of them are reaching your website. We are talking about to measure "effectiveness" and why is this important? Because at the end of the day, this is the only way to know the campaign's ROI.
  3. Ask about "exclusiveness". This will guarantee that your ads will only appears in your own branded content videos, not in other videos made for automotive, travel, etc. Your branded video, your banner.

The following video is a PROTOTYPE showing how an immersive marketing campaign really works.


 

Interested? Write: sales@alcancemg.com