multicultural marketing . viva partnership about us viva partnership inc 3227 ne 2 nd avenue miami,...

Multicultural Marketingwww.vivamia.com

http://www.vivamia.com/

viva partnershipabout us

viva partnership inc3227 NE 2nd AvenueMiami, FL 33137USATel: 305-576-6007www.vivamia.com

viva media8207 Callaghan Rd., Suite 200San Antonio, TX 78230USATel: 210-949-1710

Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

http://www.vivamia.com/

• Full service Multicultural Marketing agency– Extensive experience in the U.S. Hispanic consumer

market

• What sets viva apart– Profound understanding of the various ethnicities,

language proficiencies, geographical and generational differences, and cultural variances

– Significant experience in retail, beer & spirits, health & beauty, CPG, financial and automotive categories

• 16 years in business• Offices in Miami and San Antonio

viva fast facts

3Copyright 2013 viva partnership. All rights reserved. CONFIDENTIAL

• Experts in brand insight generation.• Minority owned, certified and managed.• Independently owned and operated. • A proud member of ICOM for over 10 years

A mid-size agency where partners & senior staff are highly involved in ensuring the success of our clients.

viva fast facts


A Sampling of Our Brand Experience


http://www.advanceamericacash.com/index.php

http://www.uniroyaltire.com/index.html

• Brand Insight Generation & Strategy• Creative and Production• Interactive Strategy/Digital Marketing• Consumer Promotions• Direct Marketing• Community and Public Relations• Media Planning & Buying• Grass Roots Marketing• Consumer Market Research• Shopper Marketing

agency services


Demographics and Culture

http://www.mamiverse.com/a-very-multicultural-christmas-3935/


8

US Hispanics = Opportunity

Hispanics make up over 16.3% of the U.S

population totaling 51.5+ Million!

That’s more than the population of Canada,Norway, Iceland, Ireland… COMBINED!

Latinos account for half of US populationgrowth since 2000.


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US Hispanics = Future Opportunity

Today, 1 of every 4 kids is Hispanic

Source: Adage/Census 2010

http://adage.com/article/news/census-2010-surprising-facts-marketers/149692/


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Almost 80% U.S. Hispanics in just 8 States

Source: Census 2010, Pew Hispanic Research Center

SF31%

MIA51%

NY27%

CHI28%

DAL36%

HOU43%

PHX38%

DEN27%

LA55%

Hispanic Share of Adult 18-34 Population


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Top Six US Hispanic DMA’s

Source: Census 210, Pew Hispanic Research Center

Hispanic growth over index total population growth


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Hispanic Opportunity : Household

More People / Household

With More ChildrenOf Hispanic moms live withchildren 3+ children in householdvs. 23% for Non – Hispanics.29%

Average number of people in the household vs. 4.1 for Non – Hispanics.4.3

Source: Simmons NCS/NHCS, Spring 2012 FY – Pop. Based on Women 18+ who are parent guardians of a child with one or more children in household

Communicating andMarketing to Hispanics

Language & Culture


Relevance is Key

• Now and in the Future:• Hispanic marketing will evolve from

a language-focused approach to acultural/language approach.


American Hero


Hispanic Hero


American Day of Bad Luck


Hispanic Day of Bad Luck, “martes 13”


American Cats have 9 lives


Hispanic Cats have only “7 vidas”


American image of beautyUltra Thin Hispanic image of beauty

Ultra Curvy


Sofia Vergara

multicultural marketing . viva partnership about us viva partnership inc 3227 ne 2 nd avenue miami,...

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