The Hispanic Millennial marketing segment is defined as
the 18-34 age group of Spanish or Latin decent. Major League Soccer (MS) plans
to grow this segment into a larger part of their consumer base. The Hispanic
Millennial marketing segment is just a part of the world consumer market, yet
it is the fastest growing segment and is getting larger exponentially. With
20.6% of Hispanic Millennial watching soccer on TV, the audience is available
and waiting for commercial messages to be sent. It must be kept in mind that
different products and methods need to be incorporated in marketing to this
generation versus the previous one. U.S. born Hispanic Millennial has grown up,
and is comfortable, in a world of technology that did not exist for their
parents at a comparable age.
While MLS is heavily invested in social media, they need
to find a way to use technology to appeal to the Hispanic part of the Hispanic
Millennial market segment. Hispanics and Latinos are proud of their ethnic
heritage, just as much as any other ethnic group. MLS should increase their
website, weekly emails, social media, and podcasts in the Spanish language.
Many area sports teams partner with local radio stations
to hold contests with winners receiving game tickets. The radio station
acquires valuable prizes for their listeners while the teams get advertising.
Even the free ticket winners spend money; on parking fees, food, and souvenirs.
MLS teams should actively work with local area Spanish speaking radio stations
to put together advertising and contest packages. A small “man on the street”
survey of Hispanic Millennials that watch Spanish speaking television channels
revealed that no one could remember seeing any type of commercial promoting
soccer. No advertising to alert consumers of telecasts of upcoming
matches, where they could be viewed, or enticements to attend local matches.
MLS could work with Spanish language, and English language, television shows to
shoot episodes at stadiums so MLS and its teams benefit from product placement.
Creation of a Spanish language television drama revolving around a fictitious
MLS soccer team would provide enormous revenue opportunities for MLS. Current
MLS partners could receive exposure by advertising during telecasts, and
current Spanish station advertisers could become MLS partners. MLS would
benefit from increased visibility and income. MLS could also market apparel,
jerseys etc., based on the fictitious team.
There are additional avenues available to MLS to attract
Hispanic Millennials to attend soccer matches in person. Hispanic and Latino
people enjoy their ethnic foods. Stadiums and arenas contain venues that sell
hot dogs, burgers, French fries, peanuts, beer, and the usual sports fare. Corn
chips covered in a cheese-like substance, called nachos, are a poor excuse for
a Hispanic/Latino ethnic food. MLS teams need to have some venders that sell
stadium friendly Hispanic/Latino food choices. Empanadas, churros, and other
foods can be easily consumed with little or no mess. Hispanic Millennials and
all Spanish speaking fans will notice that MLS is providing them with that
option. A large Spanish food company (Goya, El Paso, etc.) would be a great
partner/sponsor for MLS. Sponsor activation could include a tailgate party
providing samples of foods made with their products.
Hispanic Millennials also appreciate music. An after
game concert by a Spanish language musical group would draw Hispanic
Millennials. The concert can be economical since the musicians need only be
recognizable to Spanish speakers, not a world famous multi-platinum selling
group. Many people would purchase tickets for the post game entertainment,
providing additional revenue to the team verses unsold seats. The team could
receive free advertisement by providing local Spanish radio stations tickets to
give away. The musical group would benefit from exposure to the Hispanic
Millennials attending the concert, a radio station appearance, and multiple
ticket giveaways.
