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Many marketers are aware of the significant sales opportunity of the $743 billion lesbian, gay, bisexual, and transgendered market. LGBTs over-index in many categories (travel, spirits, automotive, among others) or have unique, often underserved needs (financial services and healthcare, for example) that make them a prime prospect for brand growth.

Cheskin Added Value adds leading Hispanic expert Martin Cerda. Cerda, who founded and led the award-winning Hispanic research firm, Encuesta Inc., joins Cheskin Added Value in a senior leadership role where he will bring his extensive experience in U.S. Hispanic markets, business consulting and quantitative research to top multinational companies and leading brands.

Hispanic market intelligence work can be interesting to be sure. But where is the value if it isn’t consumed and acted upon by critical areas of the organization? In a recent project, I was brought on to conduct a market and competitive analysis, and to provide recommendations. Before the final presentation to senior leadership, the CMO asked the team lead if they’d gotten their money’s worth.

By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc. Available on HispanicCMO.com

What does strategy, organization and infrastructure have to do with building my brand in the Hispanic market?

This is a question I often hear from marketers who have decided to start marketing to U.S. Hispanics. It usually comes from the assumption that in order to reach Hispanics, one needs only to create a relevant message and send it through relevant channels or start a diversity program. Sounds easy enough, but the line of disenchanted marketers who have gone this route only to discover it’s not quite so simple is a long one. Might you be one of them?

By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc. Available on HispanicCMO.com

Imagine a country where its corporate leaders ignore or simply don’t know how to capitalize upon with one third of the country’s consumer market. Worse yet, imagine a country where the average age of the other two-thirds of the market is 47 years of age, grew only 10% in the past ten years, and whose spending in key household categories and overall market basket size declines precipitously every year they age.

By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc. Available on HispanicCMO.com

If you’ve got a Hispanic strategy that hasn’t managed to get off the ground, is going nowhere fast, is evolving ever so slowly or is being implemented piecemeal, don’t give up on it. The market is robust. Instead, address the four most common critical success factors: Commitment, Competency, Capability and Compensation.

By Terry J. Soto, Author of “Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative” and President & CEO of About Marketing Solutions, Inc. Available on HispanicCMO.com

Minority youth aged 8 to 18 consume an average of 13 hours of media content a day — about 4-1/2 hours more than their white counterparts, according to a Northwestern University report, the first national study to focus exclusively on children’s media use by race and ethnicity. DOWNLOAD Report HERE.

MAGNAGLOBAL, a division of IPG’s Mediabrands, releases an updated Global advertising forecast alongside a comprehensive model including data for more than 60 countries covering years 2000 to 2016.

Lopez Negrete Communications, Inc. was honored with a Crystal Award on behalf of client MillerCoors. The “Find Your Taste” campaign won the American Marketing Awards (AMA) – Houston Chapter Crystal Award in the category of Advertising (TV Campaign).

The invention of the DVR system presented a hurdle for television advertisers, as they worried their valued audience would fast-forward through their messages. While those concerns may have merit, a recent Adweek/Harris Poll shows that regardless of the ability to use a DVR system, Americans may not be giving their undivided attention to their TV screens. According to the recent survey, while watching TV most Americans also surf the Internet (56%) and many do other activities like read a book, magazine or newspaper (44%), go on a social networking site (40%) or text on their mobile phone (37%).