The Los Angeles Times reports that Target has introduced a series of TV commercials designed "to attract more Latino shoppers to its stores. They are part of a campaign called '#SinTraduccion,' or 'Without Translation' — the company's first Latino-focused effort to rely on cultural concepts rather than merely translate general market advertising, as the chain previously has done."
The story notes that "In 2014, Latinos controlled $1.3 trillion in spending power, accounting for 9.7% of all U.S. buying power, according to research by the University of Georgia Selig Center for Economic Growth. This year, that figure is expected to grow to $1.4 trillion, according to estimates from Nielsen and the Selig Center."
"What we want to do is celebrate the fact that our bicultural guests live in two different worlds," Rick Gomez, senior vice president of brand and category marketing, tells the Times. "One is this Hispanic culture and the other is the American lifestyle."
The story notes that "In 2014, Latinos controlled $1.3 trillion in spending power, accounting for 9.7% of all U.S. buying power, according to research by the University of Georgia Selig Center for Economic Growth. This year, that figure is expected to grow to $1.4 trillion, according to estimates from Nielsen and the Selig Center."
"What we want to do is celebrate the fact that our bicultural guests live in two different worlds," Rick Gomez, senior vice president of brand and category marketing, tells the Times. "One is this Hispanic culture and the other is the American lifestyle."
- KC's View:
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I hope they have more luck with Hispanics than they did with Canadians, who hardly seemed to notice when Target came to Canada and noticed even less when it left.
