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Hispanic Generational and Cultural Orientation Trends

How can marketers identify the different business opportunities within the generationally diverse Hispanic population? This custom study from Scarborough, commissioned by AHAA and AARP, highlights how marketers can reach Hispanic Millennials, Generation Xers and Baby Boomers more effectively by embracing cross-generational differences and cultural orientation. ... Read More

Hispanic Allocation Impact on Revenue Growth Series: Part III Tech, Telecom & Entertainment – AHAA Study

July 17, 2012.- This is the third part of the study commissioned by AHAA’s Research Committee and developed and executed by Santiago Solutions Group (SSG), a growth strategy consultancy. While Hispanics accounted for 17% of the population in the US, they also contributed to 34.8% of the growth in the Tech-Telecom-Entertainment consumer base. During 2006-2010, the Hispanic consumer base in the Tech-Telecom-Entertainment category grew 3 times faster than the Non-Hispanic consumer base. ... Read More

Hispanic Allocation Impact on Revenue Growth Series: Part II CPG Sector – AHAA Study

March 7, 2012.- The second part of Santiago Solutions Group's study reveals there is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. All companies have growing challenge of balancing competing needs: holding on to "General Market," finding new growth, and capturing fair share of growth markets. There is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. Get recorded AHAA Webinar: ‘CPG Hispanic Allocation’ ... Read More

2011 Advertising Budget Alignment: Part I – AHAA Study

October 2011.- A study developed and executed by Santiago Solutions Group for AHAA (Association of Hispanic Advertising Agencies) reveals that Hispanic Advertising allocations equate to Corporate Revenue Growth. ... Read More

US Latinos’ Perceptions & Actions Around Immigration Debate: Law Enforcement, Lifestyle and Voting Impact

July 14, 2010. The US Latinos’ Perceptions & Actions Around Immigration Debate is a special June 2010 Wave of LatinoMetrics co-sponsored by the Hispanic Federation/LULAC. The study is designed as a deep dive into the perspectives and actions of US Hispanics around Immigration Reform, Arizona SB 1070 and the advent of similar laws in 22 states across the country.The goal was to accurately understand how the entire Latino community perceives these issues. LatinoMetrics study focused on significant sociological anchors from a US Latino perspective. ... Read More

Does a Well-Resourced Hispanic Corporate Strategy Translates into Shareholder Value Creation?

February, 2006. SSG presents Phase I study findings. Its strategic framework focuses on quantifying the core target segment's upside revenue potential vis-à-vis its acculturation trigger points through an array of proprietary methodologies. ... Read More

Santiago Solutions Group Releases Credit Card Sector Supplement to Customer Service Impact Study

A research study completed by the SSG indicates that high quality customer service in Spanish leads to loyalty and retention in the Credit Card Sector ... Read More

2010 Hispanic PR & Social Media Marketing

May 12, 2010. Dallas, TX. Carlos Santiago was a panelist in a session on Measuring ROI in Hispanic Social Media Marketing Campaigns. Carlos presented the case study for a recently-completed Cause-Related Integrated Marketing Program. This program, Espíritu de Progreso Latino, for Chivas Regal® Scotch Whiskey, achieved measurable ROI results in retail activation, volume growth and brand perception. ... Read More

Practical insights of Measurement-Rich Successful Social Media

May 12, 2010. Dallas, TX. Carlos Santiago panelist in session on the Do’s and Don’ts of Hispanic Social Media Measurement. ... Read More

Santiago Solutions Group Releases Insurance Sector Supplement to Customer Service Impact Study

A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the insurance sector. ... Read More

2016: A Premature Tipping Point in US Growth

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This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 […]

Ten Latina Millennial Nuances

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SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. […]

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

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Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

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Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]