As the largest minority group in the U.S. Hispanics are becoming an increasingly valuable segment within our economy. Recently, AdAge Magazine reported that "Latinos are fueling growth of the population, Internet usage, technology sales and pumping more than $1 trillion of spending power into the economy.”
Similarly, Hispanics are the fastest-growing segment of anglers, forecasted to grow to 18% of the overall market by 2015 (Mintel, 2012). With positive perceptions towards fishing and family values, and spending time outdoors, Hispanics have the potential to significantly grow boating and fishing participation in the coming years.
A key strategy this year, RBFF is working to learn more about the Hispanic community, and how they’re motivated to add fishing and boating to their outdoor activities consideration set.
"These individuals are very family-oriented and are more likely to engage in group activities rather than individual activities,” said RBFF President and CEO Frank Peterson. "We want to help them get out on the water fishing and boating, and enjoying our aquatic natural resources.”
Using research and previous learnings, RBFF, this fall, conducted a test campaign of Hispanic Marketing to help determine what messaging, creative and digital behaviors resonate with the Hispanic audience. Read more.