U.S. Hispanic Audiences and the Art of Discounts
Alex Duplan | VP, Creative Director of Multicultural

Coupons play an important role in the daily lives of millions of Hispanics. It’s part of our culture. I remember when I worked at Ogilvy in Mexico, the company would pay staff part of their monthly salary in stamps, which were essentially coupons with which we could buy various products from department stores.

Hispanics also use coupons out of economic necessity. Although they have massive buying power in the U.S., Hispanics are twice as likely to live in poverty than other groups, and significantly less likely have an income greater than $125,000.

The research suggests that up to 92 percent of Hispanics use coupons, and 80 percent decide where to shop based on whether stores allow them to use coupons — whether it’s through physical coupons, smartphones or store cards. Hispanics also a relatively higher amount of money while shopping compared to other groups, and they also spend more time on social media and smartphones. For this demographic, coupons are a golden opportunity.

Coupons have traditionally been distributed through efficient yet boring ways: newspapers, magazines, people passing them out on the street. Today’s technology, however, would make it possible for us to transform the process of using coupons a memorable and entertaining experience for consumers — especially younger shoppers.

About 40 percent of Millennials report that finding coupons and comparing prices is the primary way they use their mobile devices while grocery shopping. New forms of digital coupons would be a spectacular tool to reach this target audience. But for it to be economical for marketers, they need to understand exactly whom they’re trying to reach.

The success of coupons depends on us. Hispanics need them and use them on a daily basis. It’s our job to make sure they choose ours.

Alex Duplan

Alex is a recognized multicultural marketing thought leader who directs the Elasticity Multicultural practice group from the agency’s Dallas-area offices.

This Mexico City native has built up two decades of experience with leading agencies, such as Ogilvy México (in Mexico City), Dieste (in Dallas) and Richards/Lerma (also in Dallas), and Alex has led integrated multicultural marketing initiatives for brands including Kraft Foods, Pepsi, Levi’s, Pizza Hut, HBO, Hershey’s, Avocados From Mexico, Jose Cuervo, Nissan, Bud Light, Budweiser Chelada, Duracell, Procter & Gamble, Gatorade, Mattel, Dr. Pepper and countless others.

Nominated in 2005 as best creative director in the U.S., his award-winning international work — which has garnered FIAPs, Clios, honors from the New York Festival and accolades from the London International Awards, to name just a few — stems from his breadth of experience across all aspects of multichannel marketing. With experience in developing campaigns that integrate digital strategy and social media, direct mail, activations, promotions, TV broadcast, radio, print and content creation, Alex knows more than just how to translate content to reach a multicultural audience; he knows how to decode it, making sure every nuance is translated well and authentically.

Check out some of Alex’s work here:

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