Hispanics Shopping at Target

As Target Sinks, Latino Shoppers Come to Its Rescue

For all of us who don’t visit Canada or own Target stock, it caught us by surprise Target’s announcement to massively shutdown its 133 stores in Canada. Apparently, the Canadians did not fall in love with the Bull Eye brand soon enough-remaining loyal to local brands-forcing top management to cut losses and leave. Target’s venture in Canada can be used as a case study on how large retailers fail the basic principles of market research and branding loyalty. How can a retail giant like Target fail to distinguish itself from local retailers and widely expand before gaining toehold? One can assume, based on the given results, that Target’s management lacked the most basic principles of international market expansion. As it usually occurs in a global economy, the faltering of the Canadian fiasco is taking a toll at home where Target has announced its plan to layoff thousands of employees over a two-year period.

Hispanics Shopping at Target

Hispanics Shopping at Target

As expected, the massive layoffs and elimination of thousands of positions is part of a re invention strategy aimed to save the company $2 billion. One can only guess that Target’s top Canadian executive was the first to let go, a little too late and hundreds of millions later. Now the remaining top executives are pursuing a broad turnaround plan consisting of targeting young Hispanic adults. The strategy is not innovating by itself; other discount-retailers have long implemented it. The million dollar question, no pun intended, is why did Target aggressively expanded in Canada and neglected the Latino Market?

Hispanics accounted for more than 60 percent of the U.S. population between 2000 and 2015. Their purchasing power is expected to reach 1.5 trillion this year. Furthermore, more than 70 percent of the Latino population is under 40 years of age, a number that has motivated General Motors and other large corporations to advertise heavily and smarter in Latino media outlets. Will Target make the same mistakes as it did in Canada? I do not know. What I know is that Target’s new plan can be very profitable is executed right. Stay away from the “one size fits all” strategy and hire bicultural professionals with cultural knowledge. If so, a lucrative horizon awaits ahead.

By: Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461

www.multivisionmediagroup.com | www.facebook.com/multivisionmediagroup
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Hispanic Millennials: A Large Market Every Wants and No One Gets

As demographics continue to shift in the United States, marketers and corporations are literately lost on how to market a large segment of the Latino population: Millennials. For those still anew to Millenials, it refers to those individuals ages 18 and older but born after 1980.  The sense of urgency in the marketing world was triggered by the 2010 Census data and compiled by the Hispanic Pew Research revealing that one in five American Millenials is Hispanic. For Hispanics as a standalone group, Millenials currently represents 42% of its total population.  The numbers, as impressive as they might be, currently represent an issue more so than an opportunity as most marketers lack a multicultural platform to target an audience that they don’t get.  The numbers are legible; the approach is blurry at best.


Hispanic Millennials represent a paradigm to marketers not only for being part of a non-homogenous group but because in their own right they are not homogenous either. One segment of the Hispanic millennials is foreign born, usually referred as DREAMERS. They were brought into the United States as kids without legal status. Many of them are currently beneficiaries of the Deferred Action for Childhood Arrivals program (DACA) although their status remains undefined. They are bilingual and live in both cultures.  The second segment is very similar to the first one but they are U.S. citizens born to immigrant parents.  The third segment refers to young Hispanics born to Latino families that have been living in the U.S. for two or more generations.  Their level of cultural identity varies depending on their surroundings (i.e. Chicago vs. Massachusetts).  In spite all their differences, Hispanic millenials still embrace their food, family and music.

Hispanic millennials, just like their counterparts, embrace the technological life style commonly characterized by social media networking, instant messaging, and smart phone media.  However, Hispanic millenials are 211% more likely to download content from the internet in comparison to the general population.  If indeed downloads are an effective way to expose a brand, marketers have missed a great opportunity to interact with 20% of the millennial population.  Hispanic millennials have completely moved away from printed media, more than 60 percent are online and that’s their preferred method to receive their favorite media content.  It certainly represents a great opportunity for media content providers to engage Hispanics online if they do it right.

The biggest flaw of all when targeting millennials lies on a basic marketing principle: language.  Yes, Hispanic millennials are more receptive to the English language media than their parents, but it doesn’t mean translating ads from English to Spanish is the solution.  The message has to be culturally relevant and show a “genuine” understanding of the demographic group. Anything short of that, it is high likely to become an irrelevant marketing effort.

In short, we are in a marketing era where it is less about language and more about cultural fluency. Marketers targeting millennials have to revamp their marketing strategies and hire bilingual and bicultural marketers to better attract a large and elusive demographic group.

Sources: Hispanic Pew Research, 2010 Census,  Latinpost

Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461
Consul Aberto Fierro


Saint Paul, MN (January 23, 2015).  Multivision Media Group today announced the release of its news and analysis “En Contacto” podcast.  The podcast is recorded live from Radio Rey 630 AM studios in Saint Paul every Wednesday at 4pm and it is now available on the Multivision Media Group Blog Page.

Each week En Contacto podcast will feature its news summary, interviews with experts on various topics relevant the Latino audience such as health, immigration, politics, education, social justice, among others. Lastly, in the last segment listeners will have the opportunity to ask questions via phone and social media.  One of the best features of the podcast consists on having the audience participate with questions or comments.

*Note listen to the rest of the podcast in our podcast page: www.multivisionmediagroup.com/podcast

The first En Contacto Podcast features a phone interview to Navigate’s Executive Director Emilia Gonzalez Avalos.  Navigate MN has taken a very active role on the informative immigration DAPA forums, just as they did two years ago with the DACA immigration workshops. Part of the interview also includes a brief analysis on President’s Obama State of the Union address and its relevancy on immigration.  In studio, En Contacto podcast includes an interview to the Mexican Consul in Saint Paul Alberto Fierro.  The Mexican Government, through its 50 consulates, is facilitating the issuance of Mexican birth certificates as the new DAPA relief program unveils and birth certificates may be required as a form of identification.   Consul Alberto Fierro invited listeners to call in advance to set up appointments as the consulate’s workload has tripled with the unveiling of the DAPA relief program.

En Contacto was conceived as a necessity to the growing Latino population in Minnesota who lacked informative and edifying Spanish content. Now our community can listen and learn about local resources and educational services,” said Juan Vazquez, President of Multivision Media Group and producer of the En Contacto podcast. “En Contacto will continue its leadership on producing relevant and enriching content to the Latino audience in Minnesota. That’s our priority.”

En Contacto podcast is produced and recorded live on the air every Wednesday at 4pm in the Radio Rey 630 AM studios. The podcast is available the next day at: www.multivisionmediagroup.com/podcast

For questions or interview requests, please contact us via email at info@multivisionmediagroup.com.

Ramsey County Calendar 2015

Lanza el Condado de Ramsey Calendario Gratuito Sobre Prácticas de Reciclaje

Por quinto año consecutivo el Condado de Ramsey County produce, imprime y distribuye su calendario anual GRATUITO sobre prácticas responsables de reciclaje. Cada año se escoge un tópico de reciclaje diferente para ir rotando e informando de las muchas prácticas responsables que se pueden hacer en casa o afuera de ella. Este año se hizo una variación diferente donde se incluyen practicas responsables de reciclaje de los siguientes artículos: Medicamentos, Electrónicos, Reciclaje para negocios, Desechos Domésticos Peligrosos, Desechos Orgánicos, Jardinería y Parques.

Ramsey County Calendar 2015

Ramsey County Calendar 2015


Los diferentes tópicos de reciclaje están vertidos en los diferentes meses de año y de acuerdo a la relevancia del mes. Por ejemplo, en octubre el tema del mes es reciclaje de jardinería, muy acorde con la temporada de otoño y la caída de hojas en el jardín. Este año particularmente se hace mucho hincapié en como reciclar responsablemente protege el medio ambiente para futuras generaciones. Siendo la comunidad Latina la más joven en el país, hace bastante sentido reciclar ahora para que los niños tengan un país y un planeta limpio donde crecer.

El calendario 2014 de reciclaje es distribuido en la mayoría de los negocios Latinos en el Condado de Ramsey y es completamente GRATUITO. En la parte de atrás del mismo encontrara más información sobre las locaciones y horarios de sitios de reciclaje GRATUITOS abiertos todo el año. Para más información, comuníquese al: 651.633.3279 (presione 2 para español) En Línea: www.ramseyAtoZ.com Reciclaje para negocios: www.lesstrash.com

En parte producido por: www.multivisionmediagroup.com


En Contacto Radio Show- Vicky Hidalgo from Mankato State University

En Contacto: Broadcasted January 7th, 2015.

On Wednesday, January 7th we interviewed Vicky Hidalgo, Recruitment and Retention Advisor at Mankato State University.  Vicky shared with the audience the different resources and careers Mankato State University offers to Latino students who want to pursue a 4 year degree.  As a testimonial to Mankato’s success enrolling and guiding Latinos (as), students Maria Ruiz and Leea Reyes shared their incredible experience as college students at Mankato University. They both highlighted the importance of having Latino advisors at the University and the pivotal role they play in their college life.  The best of luck to these talented and hard-working students!

Mankato State Students Leea (left) and Maria (right). Vicky Hidalgo, Recruitment and Retention Advisor (center).

Mankato State Students Leea Reyes (left) and Maria Ruiz (right). Vicky Hidalgo, Recruitment and Retention Advisor (center).

Mankato State University has a well established Latino Club called “Chican0 Latin-American Student Association (CLASA)” and a Latino Wellness Program presided by student Maria Ruiz. In a nutshell: Mankato State offers more than 150 degrees and is located in the City of Mankato, Minnesota.   Tuition and Fees: $7,500 approximately.

For more information please contact Vicky Hidalgo at: Tel. 507.389.1719  Via Email: victoria.hidalgo-gonzalez@mnsu.edu

Tune in every Wednesday from 4-5pm on Radio Rey 630am. On line: www.radiorey630am.com  Call in: 651.227.6300

Hosted by Juan A. Vazquez and produced by: www.multivisionmediagroup.com


“En Contacto” Radio Show, the Spanish Equivalent of an MPR Show.

En Contacto Radio Show, The Spanish equivalent of an MPR show.  En Contacto has become the leading informative radio radio talk show in Minnesota for those who feel more comfortable getting their dose of information in Spanish. While conducting research in the Latino market for other marketing projects, Multivision Media Group discovered an evident need for an informative radio show in Spanish to address some of the communication gaps between non-profit organizations and the community as a whole.  The production decided to focus mainly on five relevant topics: Immigration, Politics, Health, Education and Social Justice.  The format is very similar to MPR’s shows where the host interviews experts on the various topics previously mentioned. The first segment includes a brief summary of news and events, followed by the topic discussion with the guest, and finally, the phone lines are open to questions or comments.  For radio interviews o questions contact us: info@multivisionmediagroup.com


ILCM Director John Keller and Mexican Consul Alberto Fierro discussing DAPA.

ILCM Director John Keller and Mexican Consul Alberto Fierro discussing DAPA.

En Contacto: Broadcasted December 3rd, 2014.

This Wednesday we are interviewing immigration attorney John Keller, Executive Director at the Immigrant Law Center of MN. We’ll discuss the filing dates for DACA and DAPA parents. Also, a quick summary of the DAPA criteria and a few tips on how to stay away from scammers.  We’ll have the visit from Alona Lee from the Community Action Partnership and expand on the energy assistance program for residents of Minneapolis. And last but not least, the latest on the students’ movements in Mexico and Minnesota with student activist Alejandra Cruz.

Tune in every Wednesday from 4-5pm on Radio Rey 630am. On line: www.radiorey630am.com  Call in: 651.227.6300

Hosted by Juan A. Vazquez and produced by: www.multivisionmediagroup.com


Political Gaffes When Targeting Latinos

It has been two years since the last presidential election and based on the ongoing midterm elections, we can conclude, once again, that when it comes to targeting Latinos, politicians just don’t get them. There are three suicidal mistakes that politicians and their advisors commonly make: 1) Ignore them. 2) Cluster them with other minorities. 3) Address immigration in a cynical way.
Political Gaffes When Targeting Latinos
Political Gaffes When Targeting Latinos

In politics, there seem to be two basic fundamentals in how to ignore Latinos. The first one denotes an obvious lack of knowledge about the Latino community and rather focuses on general issues. The case in hand goes back to the 2012 presidential campaign when candidate Romney decided to focus all his efforts on economic issues, “hoping” that Latino voters might be willing to look beyond his hardline stance on immigration. His implausible efforts were proven futile as candidate Romney got a dismal 27 percent of the Latino vote, almost 20 percentage points down from Bush’s (44%) 2004 reelection. He also ignored Latino voters by avoiding speaking in front of them, logically so, his campaign ran merely 3,345 Spanish television spots (Obama ran 13,232). As expected, his spots lacked sensitivity to Latino issues and were identical, un-proofed, translations of English ads.

In retrospect, Mitt Romney branded himself as a product for non-Hispanic white mainstream voters. His strength relied on a voting bloc that looked like him, unfortunately, that group is no longer big enough to send a candidate to the White House. He clustered all the minorities into one group, addressing them as whole and ignoring their own particular issues. It is very typical for political campaigns to have non-Latinos run their Latino advertising. The same marketing principles applied in the business world come pretty handy in politics. Some may argue that the cross-cultural marketing approach may work better when targeting a specific group; I recommend a multicultural marketing strategy. It focuses specifically on the group traits and not on demographic groups’ similarities as the former.

When it comes to election time, both parties tend to bash on immigrants as a strategy to advance their political aspirations. Of course there are exceptions to the rule depending on the political playground and the morality of the players. Throwing immigrants under the bus has never been a good strategy as it was proven in the 2012 presidential campaign. If it did, President Romney would be leading the war on ISIS right now. In spite of its proven ineffectiveness, some political campaigns keep pounding Latinos like piñatas as desperation sets in. They’ve fixed their sight on the present. It doesn’t matter if 50,000 Latinos reach voting age every month, nor if the 21.3 million Latino registered voters will eventually awake from their voting lethargy. The future awaits a backlash against the parties and some candidates as a new era of activism has started and Latinos are organizing themselves as a solid voting bloc.

Wooing Latinos is easier said than done, however, political campaigns and marketers must carefully choose a strategy that targets a specific group and be sensitive to its issues and cultural subtleties. A “one size fits all” approach has never worked in business and will never work in politics. Political campaigns targeting Latinos must devote bigger budgets to the Latino market share and follow these basic principles to be successful:
– Relevant messaging
– Micro-targeting
– Digital Advertising
– Social Media Advertising
– Creative advertising and engagement
A carefully tailored slogan relevant to the audience and a candidate’s face, in marketing, can be half of the winning battle.

For this article I cited presidential elections to simplify the political mishaps that oft-occur when reaching out Latino voters. Local elections settings may vary in shape and form (i.e. allocating more resources in tight races, etc.) but the same marketing principles apply.

Please email us for any consulting and marketing services.

Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461

Hispanics in Social Media

Hispanics are the most active group on social media sites according to new Pew Report, reinforcing the importance of this demographic group to the future of online advertising and applications. According to a new analysis by the Pew Research Center, Hispanics own smart phones, go online from mobiles devices and use social networking sites at similar and sometimes higher rates than other demographic groups. The percentage of Hispanics who occasionally go online increased from 64% in 2009 to 78% in 2012, a diminished online gap of 10% in comparison to its white counterparts. How do Hispanics connect online and access social networks?

  • Cell phone ownership: Fully 86% of Hispanics say they own a cell phone, a share similar to that of whites (84%).
  • Smartphone Ownership: Among adults, Hispanics as just as likely as whites to own a smartphone-49% versus 46%.
  • Mobile Device Internet Access: Hispanic internet users are more likely than white internet users to say they go online using a mobile device-76% versus 60%.
  • Social Networking: Among internet users, similar shares of Hispanics (68% and whites (66%) say they use social networking sites like Twitter and Facebook at least occasionally.

Allow us to guide you to the right Social Media strategy. Multivision Media Group will provide you the proper online-community engagement to your brand and services.

Contact us today: info@multivisionmediagroup.com | 651.331.8461

Hispanics in College

Hispanics are the youngest population group, one-in-four public elementary school students is Latino. Unfortunately, its demographic feat does not equal its education achievement. Nationally, Minnesota has the largest achievement gap for Latinos with only 51 percent of high school graduation rate, whereas 84 percent of whites graduated from high school. Consequently, a dreadful high school graduation rate is also reflected in the huge disparity college gap for young Hispanics. The percentage of Hispanics with bachelor’s degrees was just 13.2 percent in 2009 in contrast with 27.3 percent of the general population. Such a disproportionate education gap requires basic grassroots tactics and a cultural-know-how strategy.

Multivision Media Group has developed and proven a successful four-step plan that has helped colleges in Minnesota increase the number of Hispanics students enrolled at their institutions. Education has been a passion for the Multivision Media Group team, we have gone through the process and have identified the impediments that prevent young Hispanics to obtain a higher education degree. Secondly, we have created an antidote to overcome the “no college” perceptions that have been unconsciously instigated in young Hispanics. For instance, one perception deeply rooted in students it is the high cost of higher education. Multivision Media Group has created educational campaigns for students and mainly for parents to knock down that ill perception. We have used cost comparison tables so they can relate better to college cost and the benefits of a college educated person versus someone with no higher education. We have ensured in our campaigns that Hispanics see it as an investment rather than an expense. We have also raised funds for students as part of our public relations strategy on behalf of colleges.

Our Integrated and Successful 4- Step Strategy.

Creating and Implementing a Marketing Plan

– Increase the enrollment of Hispanic students


– Implement a human-support strategy


– Create a navigation strategy to direct students to resources and on-hand counseling


Increase graduation rate and expose recent graduates to employers. Our four-step guide has been proven success at the different colleges it has been implemented. Each step has to be followed in the sequence listed above to ensure success and requires long term commitment from the college and institution. It is essential that students perceived tangible support from the staff at their college, a support that can’t be given from parents unfamiliar with the higher education system in the U.S. If students feel welcome and supported at their college, they’ll pass the word around and then a successful education cycle would have begun.

Contact us for a free consultation! We’ll create a successful strategy that will help you walk your Hispanic students from enrollment to graduation, the path every student should follow.

Marketing and Branding

As a marketing company, our goal is to transform your company into a high-powered marketing machine that will attract more customers and grow your business into the Hispanic market. Based on the basic principle of branding two new markets, we follow a twofold strategy:

1) The best way for a brand to grow overtime is by growing the number of buyers. The Hispanic Market it is still untapped or neglected to say the least. Meaning that “brand growth potential” is huge, especially if take into consideration the demographic factor.

2) Demographically, Hispanics are the largest minority group. In spite their adaptability to mainstream, Hispanics are a sustainable culture and as such, they mostly buy brands that recognize their cultural relevancy. Hispanics are very sensitive to cultural connectivity, they more likely turn away from a brand if they only perceive an interest to sell them a service or product.

Thus the importance of contacting us for your branding needs. We’ll help you find new ways to engage Hispanics, the largest US minority.

Branding Services:

– Business Name
– Company Colors
– Logo
– Slogan or Tag Line

Content Development:

– Radio
– Television
– Print

Media Buying and Ad Placement

– Event Branding
– Event Sponsorship

Increase your audience today! Contact us today: info@multivisionmediagroup.com | 651.331.8461