SBellPR

Last month one of our clients, Pizza Patron, was featured on the cover of Chain Leader Magazine. Why? Because they are brilliant at knowing their audience and building a brand that resonates deeply with that constituency. They’ve created a loyal following by fine tuning every last detail of their concept, from color palettes to message delivery methods, to appeal to their target. When you become “the brand,” as they have with pizza for the Hispanic market, repeat business is a given and so is bottom-line growth. This is significant when you consider the Hispanic population is the fastest growing demographic in the U.S. with $900 billion in annual purchasing power.

What do you really need to know to craft a brand that revolves around a specific audience?

• Who – are they (age range, gender, ethnicity and every other detail you can round up)
• What – do they watch or pay attention to
• Where – do they live
• What – motivates them to buy, and
• Why

Here are some places I go for quick information:

• The U.S. Census Bureau  (I also like to check their what’s new page, from which I gleened today that the Atlanta and Sugarland areas are currently the fastest growing metro areas in the country.)
• The Bureau of Labor Statistics
• Slideshare.com has some really good (and some not so good) reports, just always consider the source
• For media research, you can find some free Nielson reports around. I also like to source Adweek and Mediapost’s Research Briefs.

Pizza Patron is now broadening its base to welcome anyone that cares to enjoy a slice of the Latino lifestyle, reflected in their new tagline Latin Life, Enjoy. You can bet that they’ll be just as successful in this endeavor. I hope these sites help you, be sure to bookmark them.

Pizza Patron QSP