Insights & Press

Press

  • AHAA Tackles Hispanic Measurement and Modeling Gaps to Improve ROI – HispanicAd.com Oct 15, 2016. HispanicAd.com.- “Media consumption alternatives have exploded at the same time that the Hispanic segment has become the largest source of growth for brands in the U.S. For years, only best-in-class companies with advanced knowledge had the capabilities to adjust TV/digital ratings & sales data currencies. AHAA has sought to update and normalize the availability and use of precise data so all marketers can design as effective efforts as possible. We believe that by evolving data collection sampling and models we will have a huge impact for everyone racing to deliver effective growth.”
  • ANA Forms Alliance for Inclusive & Multicultural Marketing – ShootonLine.com Oct 10, 2016. ShootonLine.com.- The ANA (Association of National Advertisers) has announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing. The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM). Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.
  • The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It forbesAug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations.
  • The Outlook for Hispanic Advertising: Rosy –Media Life Magazine MediaLifeDec 15, 2015 by MediaLife Hispanic.- Next year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media.
  • Focus on Hispanic Market May Pay Off – Insurance & Investment Journal November 18, 2015.- The Insurance & Investment Journal by Mathieu Carbasse. According to the AHAA study, financial services companies and insurers that target the Hispanic market with their publicity campaigns see a higher rate of growth in their sales revenues. “This information is convincing, the data reveals that the Hispanic market can be a decisive factor in business success” said Carlos Santiago, president of the AHHA research committee and CEO of Santiago Solutions Group. “Insurance companies and financial services want to win not only some market share among their competitors, they also want to provide growth and stability for their investors, which is why investing in Hispanic marketing is a clear strategy to reach both objectives”.
  • Hispanic ad spend boasts higher ROI than English-language placements: AHAA – Luxury Daily November 17, 2015.- Luxury Daily by Forrest Cardamenis. Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads, according to a new report by the Association of Hispanic Advertising Agencies. To achieve a nine-percentage-point growth in total market annual revenue, only five points of ad spend need to be reallocated from English to Hispanic media. The results suggest that the Hispanic market may be underserved and is a good target for automakers looking to grow.
  • Boosting Hispanic Advertising Leads To Sales Spurt For CPG, Retail Brands – MediaPost MediaPostJuly 28, 2015. MediaPost Agency Daily by Steve McClellan.- Consumer packaged goods and retail marketers are seeing a direct correlation between revenue growth and Hispanic media investment, according to a new report from AHAA: The Voice of Hispanic Marketing. CPG and retail companies among the top 500 U.S. advertisers increased their Hispanic media spend by 67% percent during 2010 to 2014 versus the prior four-year period. Hispanic spending overall was up 20% during the same period.
  • Hispanic Buying Power 2015: What Donald Trump Mexican Controversy Tells Us About Latino Consumers – IBT MacysBigJuly 2, 2015. International Business Times by Sarah Berger.- In the wake of Trump’s derogatory comments about Mexican immigrants, Macy’s cut ties Wednesday with the business titan and 2016 presidential contender. The department store said they would no longer carry Trump’s menswear collection, which featured shirts, ties and watches. Macy’s is not alone: NBCUniversal, Univision, mattress maker Serta and other companies have also cut ties with Trump in recent days after he called Mexicans crossing the U.S. border drug dealers and “rapists.”
  • SSG Comments On Univision Cutting Ties With Trump – NPR trumpJune 25, 2015. NPR by Greg Allen.- Following comments Donald Trump made about Mexican immigrants during his presidential announcement last week, Univision, the nation’s largest Spanish-language TV network, has announced it is cutting ties with Trump and dropping plans to broadcast the Miss Universe Pageant.
  • Hispanic Targeted Ad Spend Increased by 63% since 2010 Light Bulb-CoverApril 29, 2015 Fairfax, VA. PRNewswire-USNewswire.- The top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts, this is up from 5.5 percent in 2010, according to a new report from AHAA: the voice of Hispanic marketing. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent or $2.7 billion from $4.3 billion in 2010 to $7.1 billion. The top 500 advertisers boosted their average spending from $9 million in Hispanic targeted media in 2010 to $14 million now.
  • Hispanic Ad Spend Soars – Inside Radio April 29, 2015. Inside Radio.- The biggest marketers are allocating more dollars to reach U.S. Hispanics. A new analysis shows over the past five years they’ve increased their Latino-targeted media spending by 63% as total spending has grown from $4.3 billion in 2010 to $7.1 billion.
  • ‘Upscale Latinos’ Contribute 40 Percent of Hispanics’ Trillion Dollar Spending Power, Says Report – Latin Post April 30, 2014. LATIN POST by Michael Oleaga. AHAA & Nielsen identified “Upscale Latinos” as the most influential segment in the United States. They revealed its second study titled “Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers,” which found 40 percent of the “Upscale Latinos” contribute to the $1.5 trillion spending power by Hispanics.
  • GfK Adds Health-Related Attitudinal Targeting October 15, 2014. RESEARCH by Bronwen Morgan. US — GfK MRI and Santiago Solutions Group are partnering to allow consumers to be targeted based on ‘wellness-related attitudes and behaviors’. SSG Wellness Spectrum has used a number of factors to assign a “wellness score” to 150,000 consumers in the GfK MRI database. The theory is that these factors will allow marketers to understand their customers’ levels of “wellness receptivity” in order to adapt growth strategies.
  • AHAA Leads Industry to Improve Hispanic ROI – PR Newswire November 20, 2014. Fairfax, VA. PR Newswire.- An industry-wide initiative, led by the trade group AHAA: The Voice of Hispanic Marketing, seeks to get more granular into advertisers ROI measures of the Hispanic market. A new study, Refining Hispanic ROI, released today by AHAA finds that the rapid shifts in the Hispanic market coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI.
  • Santiago Solutions Group, GfK MRI Partner To Enable Precise Targeting of Consumers by Health Attitudes, Behaviors – Business Wire Business WireOctober 13, 2014. New York – Business Wire .- As mainstream US consumers increasingly embrace the notion of healthy living, GfK MRI and Santiago Solutions Group are partnering to help marketers make the most of this trend, allowing them to target customers according to their wellness-related attitudes and behaviors.
  • AHAA Leads Marketing Coalition In Defining Total Market – ANA ana-logoSeptember 2, 2014. Fairfax, VA. ANA.- “Our consensus is that a Total Market Approach (TMA) must feature a carefully crafted cross-cultural message, based on a universal truth relevant to the main segments of brand growth.” clarified AHAA Research Chair/Santiago Solutions Group Chief Strategist, Carlos Santiago. “To optimize effective growth, however, marketers also need dedicated segment strategies that create relevance and address distinct belief systems and triggers.”
  • La Yogurt, Quaker Oat Bran, Kashi GoLEAN, Oatmeal Crisp, Fage, Stonyfield, and Breyer’s Win 2014 Wellness Brand Awards Wellness Brand Awards-womanAugust 14, 2014. San Antonio, Texas.- Eight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced today at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories.
  • Hispanics That Earn More Than $50,000 Are 40% of Hispanic Buying Power – La Prensa La-Prensa-logo-300x300May 19, 2014. Miami, FL. EFE Agency – USA.- Hispanics with income above $50, 000 per year represent 40% of this minority’s buying power. They like luxury goods and quality products, particularly those that approach them with a positive attitude, according to the AHAA and Nielsen.
  • Upscale Latinos: A Renewed Outlook For High-End Marketers – PR Newswire Thinking under the influenceApril 30, 2014. PRNewswire.- AHAA and Nielsen Release Results of Co-Authored Study at AHAA’s Annual Conference. ast year, AHAA: The Voice of Hispanic Marketing and Nielsen identified Upscale Latinos as the most influential segment since the Baby Boomers. Today, at AHAA’s Annual “Thinking Under the Influence” Conference in Miami, AHAA and Nielsen released a second study, “Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers.”
  • New strategies expected for November push to enroll Hispanics in ACA coverage – Modern Healthcare Modern HealthcareIn the last month, ACA Exchanges and enrollment organizations made three key adjustments to their marketing strategies that positively impacted their recruitment. Carlos Santiago, SSG CEO, noted the importance of face-to-face over only “forcing people onto a website” and using a single mainstream message that does not address nuanced barriers to trial and adoption. Medical, insurance, and marketing experts share several major lessons learned from the ACA enrollment front lines, which will impact future ACA recruitment.

Publications

  • New Study Release – Gen Z -Hispanics vs WNH sliderMany marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences.
  • The Multicultural State of Health & Wellness: 7 Keys to Accelerate ACA Enrollment & Retention MN Conf-SliderPost 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What’s more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention
  • Capitalizing on a Multicultural Appetite for Healthy Choices Better for you-PICWhile most Americans are chasing diets and making healthier lifestyle choices, Multicultural consumers are most likely to be generating faster growth for “Better-For-You” products. Yet, since cuisine and taste preferences are so embedded in our formative culture, ‘wellness’ is in the eyes of the beholder. In fact, the ‘healthier’ brands that are growing most rapidly are extremely different between Multicultural & White-Non-Hispanic segments. ♦ Presented @ Multicultural R360
  • Total Market Healthy Movement: WellnessSpectrum Brand Awards_SliderEight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG). The session reveals how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers.
  • Total Market Consensus Denitions – What is TM? What TM is NOT? Total Market thumbnail-AHAAJust a few months ago, through AHAA’s TM Benchmark Study, many respondents viewed the industry in distress the concept of Total Market appeared to have multiple personality disorder. This deck summarizes the Total Market Approach (TMA) consensus definition and two important additions –What is TMA and What is Not TMA. deliverable of the AHAA’s Client Roundtable in collaboration with the ANA. It shares a Kimberly Clark case study on the criteria for when to apply it, it covers 3 Client-Agencies working models and concludes with priorities for the continuation of this critical marketing approach initiative. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.
  • AHAA Total Market Roundtable Reports for AHAA Conference Total Market-AHAA_ConferenceAHAA: The Voice of Hispanic Marketing in collaboration with the ANA and other marketing associations engaged advertisers and agency partners to investigate the evolving multicultural marketing practice – the widespread segment-specific model and the emerging practice of total market approach. This deck as presented at AHAA’s 2014 Conference in Miami, covers the outputs of Phase 2 of this initiative: A consensus Total Market Definition to aid the marketing to consider and successfully apply the desired model, based on consistent criteria. This is a portion of an overall playbook with standard guidelines for improved marketing impact that AHAA & ANA have been collaborating on. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.
  • AHAA Total Market Benchmark Study Total MarketNovember 4, 2013.- AHAA releases preliminary findings on emergence of “Total Market” approach at the ANA Multicultural & Diversity Conference. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy. Are Segment Strategies still valid?
  • The ROI of Multicultural Market Multicultural Webinar13 Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.
  • Driving Total Market Growth for Manufacturers and Retailers at Retail 360 Man growthIn this session, Santiago Solutions Group will show how to build a Total Market growth plan that is fueled by Hispanics & Millennials insights. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances across key consumer trends: changing palates, the health craze including organic foods, and private label vs. brands.
  • Driving Total Market Growth Retail360-LogoSantiago Solutions Group will be hosting an informative and interactive session at this year’s Hispanic Retail 360 conference in Las Vegas on Thursday, August 15th at 3:30pm. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances to ensure relevance.
  • Hispanic Generational and Cultural Orientation Trends InfographicHow 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.
  • Hispanic Allocation Impact on Revenue Growth Series: Part III Tech, Telecom & Entertainment – AHAA Study TechTelecomPart3July 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.
  • Hispanic Allocation Impact on Revenue Growth Series: Part II CPG Sector – AHAA Study AhaaCPG2March 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’
  • 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.
  • 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.
  • 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.
  • 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
  • 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.
  • 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.
  • 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.

Comments are closed.

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

forbes

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]

Complete infographic Capture4

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

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

6456457 - extended family relaxing at home together

In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]

Culture Plays Major Role in Hispanic Gen Z’s Lives. Not So for White NH Gen Z

6671501 - casual group of friends isolated over a white background

A new Quant-Qual study by Santiago Solutions Group, titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and […]