Mayfield Dairy Farms Hispanic Marketing Initiatives.

Recognizing the opportunities associated with high dairy consumption among Latino customers, Mayfield Dairy’s focused Hispanic marketing has positioned them as among advertisers reaching out to the Southeast’s growing Hispanic community. Mayfield is actively reaching families through targeted messages that recognize their culture and values, and the priorities they have for their families and communities. This forward thinking is reflected in Mayfield’s multi-layered ethnic marketing program.

Diversity marketing has been a strategic decision for Mayfield for many years now. According to Scottie Mayfield, President of Mayfield Dairy Farms, “It is a matter of recognizing how significantly diverse your market is and responding according to the advertising, marketing and community interests that motivate your customers.”

Loyalty to brands is an outgrowth of family loyalty, according to Carlos Garcia of the Burbank, California-based Garcia Research Associates, an Hispanic market research firm.

“Hispanics are less price-sensitive than people think and are much more quality oriented,” Garcia said.

Says Scottie Mayfield, “It’s not just about catchy slogans and warm family scenes. It’s about tapping into Hispanic loyalty by providing a quality product and a clear, consistent message.”

Mayfield’s efforts to reach the Hispanic consumer include Spanish-language advertising, samplings at community events, sponsorships and support for Latino scholarships, product development, and bilingual coupons.