“Get in the Game!”
by Lauren Farris, Beth Fritz and Shelby Meadows
The Importance of Reaching the Fastest Growing Consumer Group in the Country
Forget football, it's futbol! The 2014 World Cup not only broke TV ratings records but also shattered social media records. With 35.6 million tweets during the Brazil vs. Germany semi-final match, it surpassed the number of Super Bowl 2014 tweets by a staggering 10 million.
For major brand advertisers, the World Cup following was no surprise. They have been targeting the lucrative Hispanic market since the 2010 U.S. Census revealed the changing landscape of the U.S. population. Today, it’s no secret that Hispanics comprise the fastest growing consumer group in the country. For those not in the know, the Hispanic population increased by 15.2 million between 2000 and 2010 and accounted for more than half of the total U.S. population increase of 27.3 million. Additionally, between 2000 and 2010, the Hispanic population grew by 43 percent, or four times the nation's 9.7 percent growth rate. And it doesn’t stop there….
However, what remains a surprise, and a very large one at that, is the number of direct response advertisers who do not invest in this powerhouse demographic. The Hispanic direct response marketplace is rapidly growing and is increasingly more responsive than the general market. Yet there remains a reluctance to dive in and implement strategies to reach this game-changing demo. Are you advertising to the one key demo that will grow your business more quickly than the competition may even believe possible? If not, the time to get into the game is NOW.