WHAT SPARKS OUR INTEREST
A thought, an idea, or a notion can all ignite the fire of creativity. Ours is a world in flux, constantly changing and evolving. Our goal is to expose ourselves to emerging trends, styles and technologies that better serve our partners. Here’s what catches our curiosity.
Find your spark.
Shifting Trends in Diabetes Testing Among Hispanic Millennials
A few months ago I had the honor of delivering a talk at the statewide Multicultural Health Conference held in Minneapolis, Minnesota. The talk focused on the first data extraction from a consumer research study developed by CultureSpan Marketing in partnership with MerKadoTeknia Research and Consulting titled, “Understanding the DNA of the Mexican Hispanic Consumer: Decoding Attitudes and Beliefs Relating to Health-Seeking Behaviors.”
Hispanics are En Línea,
But Are They Part of Your Target Audience?
The one thing that’s certain about digital media is that nothing is ever certain. It’s a universe that’s always in constant motion and change. Every few weeks, it seems, there are new platforms making their debut in the hopes of dominating consumer engagement and becoming the next big digital trend.
The Margarita: A Lime and Tequila Mixed Mystery
A salty rim with crushed ice, some freshly squeezed lime juice, orange liqueur and your favorite tequila. Ahhh, yes... the margarita! A combination of mouth-watering flavors that are as timeless as its origin. This classic beverage has many versions of the story pertaining to how it was created and we’ve collected a few of them to share with you on this Cinco de Mayo.
Casinos Double Down with Hispanic Engagement
If you could create the perfect manual for recruiting Hispanic members to your players club, complete with insights that would make them feel valued and help retain their loyalty for years to come, it might include some seemingly counter intuitive instructions, like directing associates to not ask them to place their bets.
Transcreation: A Tale of Meaning and Emotion
Translation only converts words from a source language into a target language, but it does pay attention to grammar and syntax. So while the resulting message may end up reading well, there’s a risk of losing its true meaning and emotion, letting escape the opportunity for a brand to create a strong connection with consumers who speak the other language.
Hi, My Name is Total Market, and I’m an Enigma.
When I first heard the term “Total Market” in early 2013, I initially thought it was just a trendier way to refer to the General Market in the U.S. Boy, was I wrong!
We do transcreation.
We dream transcreation.
We eat transcreation.
Transcreation is a process that helps adapt a message’s “heart” into another language to have a more meaningful connection with a new target audience.
Hispanic Consumers May Not Be as Faithful as You Think.
Some marketers still believe that once Hispanics bond with a brand, it’s for life – and that the brand basically transforms into a family heirloom.