With a steadily rising Hispanic population in the US, Sam's Club might just have it right when it comes to garnering the attention of the growing demographic. They're going straight to the source.
Sam's Club, in partnership with DiversityInc, announced today a marketing challenge for students, enrolled at a full-time Hispanic-serving institution, to create a plan to help increase the wholesale retailer's penetration of the Latino market. A panel of judges will award $100,000 to the winners to pay for their education.
"Hispanic young people accounted for all the growth in the youth population since 2000," Kenneth Johnson, a demographer at the University of New Hampshire's Carsey Institute told USA Today last month. "The US population is becoming more diverse from youngest to oldest and Hispanics are the driving force behind this youth diversity,"
Sam's Club is not the only retailer following this trend. This past summer, Target opened the doors to its first store in Manhattan and stocked its shelves with Spanish-language greeting cards, dolls, religious candles and more—all items tailored to its new neighborhood.
Creating a buzz within the Hispanic community has become increasingly important and it's something agencies and communications departments should be keeping their eye on.