Webinars

  • Financial-Insurance Services & Auto Hispanic Media Allocation Trends 2010-14 ANA conferenceWhile overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn. ...Read More
  • CPG/Retailers Hispanic Media Allocation Trends 2010-14 & Impact on Total Market Revenue Growth CPG Ad Spend-NewsletterCPG/Retailers Hispanic Dedicated Media (Spanish/Bilingual/English) skyrocketed between 2010 and 2014. This giant category, spending over $2Bn in Hispanic-centric Media in 2014, outpaced Top 500 advertisers’ peers in Hispanic Media allocation increases shifting 4% of English Ad Spend to Hispanic Media over the period. The study found that a principal reward of shifts from English Media to Hispanic Media comes in the form of increased Total Market topline revenue acceleration. There is a strong direct correlation (@ 99.9% confidence level) between companies’ shifts to Hispanic Media and overall U.S. revenue growth acceleration. Moreover, for every 5 points of shift from English to Hispanic media, companies on average experience a 1.75 points boost in annual revenue growth in the U.S. ...Read More
  • Hispanic AdSpend Allocation Soars AHAA 2010-2014 AdSpendThe top 500 U.S. advertisers increased Hispanic media spend by $3Bn or 63% since 2010 jumping from $4.3B to $7.1B vs. only a 3% increase in English media Ad Spend. Consequently, the share of ad spend allocated to Hispanic dedicated efforts increased to an all-time high of 8.4% of U.S. top 500 marketers’ expenditures in TV, Radio, Print and FSIs vs. 5.5% in 2010. ...Read More
  • Refining Hispanic ROI [New Research Brief-AHAA Webinar] AHAA Hispanic ROI-ScreenShotRapid 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. ...Read More
  • Capturing The Right ‘Healthy-Driven’ Shoppers For Your Brand Apple with Regression with Axes & Tittle_470pixelsHealthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers. We will delve into the mind and choices of the increasingly health conscious breakfast shopper as we take a planning roadmap with varying degrees of healthy lifestyles as a barometer. ...Read More
  • Countdown to ACA’s 2nd Growth Race Webinar Timer NOhandWe address the opportunity by segment, critical exchange eligible nuances to be addressed, and simple go-to-market practices. The ACA Exchange brings a new consumer regarding educational level, language of preference for Hispanics, and type of transaction preferred for newly insured. ...Read More
  • Winning ACA’s 2nd Growth Race For slider No SkySSG’s deep analysis of the first ACA Exchange enrollment period reveals that Multicultural & Millennials will constitute the vast majority, 7 in 10, of the 2014-15 ACA Open Enrollment opportunity. As penalties double, the next ACA open enrollment will likely see nearly 6 million new Multicultural and Millennial entrants despite the fact that their enrollment rates were 20-35% below Non-Hispanic Whites during the first open enrollment. Additionally, this new wave of entrants will be strongly influenced by the experiences of the 5.7 million new exchange-insured Multicultural & Millennial consumers. ...Read More
  • Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers Upscale 2.0The objective of AHAA’s Upscale Latino 2.0 study, co-authored by Nielsen, is to further understand the Latino Upscale Household behaviors, what drives them towards upscale-luxury purchases in mid-to-high-end brands/formats, and what drivers & detractors they share, or not, with Non-Hispanic Upscale households. Upscale Hispanics seeking out luxury in dining, stores & cosmetics; represent 40% of $1.5 Trillion Hispanic Buying Power. ...Read More
  • ACA 2.0 New Eligibles, New Demands, New Opportunities ACA OpportunityHispanic and Millennials have enrolled in the ACA Exchange at half the rate of all Non-Hispanics. That means substantial opportunity exists behind some cultural and generational barriers. As these newly insured take a journey through your brand’s experience and touchpoints, they will be reassessing their original brand perceptions, forming and sharing new brand opinions with circles of influence that include exchange eligibles for the open enrollment six months ahead. ...Read More
  • Generational and Cultural Orientation Study CO DimensionsCultural orientation is the degree to which individuals actively engage in certain parts of culture (food, music, language, media, celebrations, etc.). It provides marketers with concrete measures on how Hispanics are adopting the American culture relative to their native culture. In addition, cultural orientation is different from acculturation, which relies on proxy variables (i.e., language) – and should not replace it. ...Read More
  • Getting C/E Right Across Segments: Driving Acquisition & Retention Customer ExperienceExcellence in customer experience has become the critical differentiator in today’s competitive marketplace where your customers will not hesitate to blog, tweet or post about their experience with your brand. In fact, poor customer engagement results in an estimated $83 billion loss by U.S. enterprises each year because of defections, abandoned purchases and negative word of mouth. Creating and managing a framework for exceeding customer expectations can significantly impact business results. With decades of consulting experience, Santiago Solutions Group has been helping clients enhance their customers’ experience in this digital age and we want to share some of our industry insights and experience with you. ...Read More
  • Targeting the Best Hispanic Consumer Target Hisp CustomerAHAA conducted the first study that measures the cultural orientation of Hispanics with implications on category and product usage. We are living an era of tremendous demographic change and leading companies view Hispanics as an important segment to drive corporate growth. There is a need to understand Hispanic consumers cross-culturally. ...Read More
  • America’s New Upscale Segment: Latinos! Upscale LatinosAHAA expands its thought leadership platform well into 2014 with a series of studies to educate marketers on the increased need to segment properly for higher ROI and not treat the vast Hispanic market as one size fits all. This study unveils Doing Total Market Right, and latest Hispanic ROI in the Financial & Insurance Sectors analysis will round out this comprehensive effort. ...Read More
  • S-M-A-R-T Growth Through Opportunity Right-Sizing SMART CoverQuick tips on SSG’s strategic planning framework to right-size Hispanic opportunity, right-resource the initiative across the organization and attain broad corporate buy-in. One of the biggest obstacles in growing Hispanic market share is accurately sizing the prize of the market opportunity for products and services. Over a decade of strategy consulting among hundreds of clients and tens of categories, we have found that businesses are hungry for making informed “go or no-go” decisions, setting realistic objectives that the organization can undertake and determining how much to invest for optimal growth and reasonable ROI. ...Read More
  • HEALTH CARE ACA INSIGHTS ACA ButtomGrowing business under the Affordable Care Act requires managing change and taking advantage of new opportunities. Our SSG team has helped national and regional leaders in the healthcare sector ready themselves for the changing landscape. ...Read More
  • 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. ...Read More
  • Hispanic Impact on Growth Hispanic Allocation Impact on Revenue Growth Series: Part III – Tech, Telecom & Entertaiment AHAA Study Get the FULL AHAA webinar: Part III – Tech, Telecom & Entertaiment ...Read More
  • 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’ ...Read More

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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 […]

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

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