LOS ANGELES--(EON: Enhanced Online News)--Kicking off Hispanic Heritage Month, the Hispanic Public Relations Association (HPRA), MSLGROUP and The Hartman Group will present a new study, The Multi-Cultural Latino Consumer, through a free webinar. The research, conducted by The Hartman Group, explores the emotional and functional factors that drive America’s more than 50 million Latinos to eat fresh, prefer local products and serve up dishes influenced by their home country.
“At a time of year when brand marketers are especially thinking about how to break into the Hispanic community, we are assembling and sharing the essential building blocks for effective strategies. It’s the ingredients and sample recipes for success that help put the fresh data into context.”
“The new research underscores important insights and HPRA’s case studies illustrate best practices by top food brands,” said Vickie Allande-Fite, SVP, MSLGROUP Multicultural Specialty Leader. “At a time of year when brand marketers are especially thinking about how to break into the Hispanic community, we are assembling and sharing the essential building blocks for effective strategies. It’s the ingredients and sample recipes for success that help put the fresh data into context.”
The Hartman Group’s “The Multi-Cultural Latino Consumer” is an in-depth qualitative and quantitative study fielded in February/March 2013 in the U.S. marketplace. The study looks closely at how the majority of Latinos, driven by the desire to create an appetizing social experience around each meal, will:
- Choose fresh foods over packaged food (82 percent)
- Buy more local products today than a year ago (51 percent)
- Eat meals influenced by country of origin (63 percent)
David Henry, president of the Hispanic Public Relations Association, says, “Promoting continuous research like The Multi-Cultural Latino Consumer study is central to our mission of advancing smart Hispanic marketing strategies. The HPRA award winning case studies will shine a spotlight on brands that are succeeding because they embrace culturally relevant strategies.”
The free webinar will close with a Q&A session with multicultural marketing experts. Discussion will highlight strategic approaches to elevating engagement with U.S. Hispanics. For more information about the webinar contact Vickie Allande-Fite or for highlights of the study contact The Hartman Group.
About the Report
The Hartman Group’s “The Multi-Cultural Latino Consumer” is an in-depth qualitative and quantitative study fielded February/March 2013 in the U.S. marketplace. Qualitative ethnographies were fielded in two major U.S. markets in English and Spanish and more than 1,200 U.S. adult consumers of Hispanic/Latino origin participated in the online survey. In addition to providing insights into social media use, the report provides strategic recommendations on how companies can leverage social media to build meaningful and profitable relationships with consumers.
MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to event management. With more than 3,400 people, its offices span 22 countries. Adding affiliates and partners into the equation, MSLGROUP’s reach increases to 4,000 employees in 83 countries. Today the largest PR and experiential network in Europe, Greater China and India, the group offers strategic planning and counsel, insight-guided thinking and big, compelling ideas – followed by thorough execution. Learn more about us at: www.mslgroup.com + http://blog.mslgroup.com + Twitter + YouTube.
About Publicis Groupe
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is one of the world’s leading communications groups. We offer the full range of services and skills: digital (DigitasLBi, Razorfish, Rosetta, VivaKi), creative services (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), public affairs, corporate communications and events (MSLGROUP), media strategy, planning and buying (Starcom MediaVest Group and ZenithOptimedia) and healthcare communications, with Publicis Healthcare Communications Group (PHCG). Present in 108 countries, the Groupe employs 58,000 professionals. www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook:www.facebook.com/publicisgroupe
About The Hartman Group
The Hartman Group is the principal provider of global research on consumer culture, behaviors and demand and a leading advisor on market strategy to the world’s best-known brands. Through a unique suite of integrated custom, primary research capabilities, market analytics and business strategy services The Hartman Group uncovers opportunity spaces and avenues for growth for clients across the consumer-driven marketplace. The Hartman Group is internationally recognized for breakthrough perspectives on emerging and evolving consumer behaviors in health and wellness, sustainability and food culture. Since its foundation in 1989, The Hartman Group helps clients apply the knowledge of the “why behind the buy” to brand development, innovation, categories, retail, marketing and more. For more, visit: www.hartman-group.com
About Hispanic Public Relations Association
The Hispanic Public Relations Association (HPRA) is the foremost organization of Hispanic public relations practitioners in the U.S. HPRA is a resource for communications professionals and for individuals seeking Hispanic market expertise. It is dedicated to the recognition and advancement of Hispanics in public relations through year-round programs, professional development seminars and networking. Together with HPRA Los Angeles, the founding chapter established in 1984, HPRA hosts one of the most anticipated annual events and industry awards: the PRemio Awards and Scholarship Gala along with the Campaign of the Year Awards. Over a quarter million dollars in scholarships has been awarded to college and university students of Latino descent pursuing careers in communications. The National organization meets the needs of the growing number of Hispanic PR practitioners and agencies throughout the U.S. HPRA National, its Chapters and those Chapters information are paving the way for the next phase of growth and evolution in the PR industry, especially in the Hispanic market space. For more information please visit www.hpra-usa.org.