Hispanic Marketing Is Target Marketing

Being cognizant of the unique characteristics of the Hispanic market will make the process of marketing to that demographic more efficient, economical and effective. There are seven keys to unlocking the inherent value in this rapidly-expanding market.

First: Overcome the language barrier

The first and most obvious key is to overcome the language barrier. However, it takes more than just one salesperson who speaks Spanish as a second language and a sign that reads "se habla Español." The obvious language barrier is also indicative of a cultural barrier. By hiring first- or second-generation Hispanic immigrants for both customer service and staff positions, you will make it easier for Hispanic households to do business with you. You will also be able to benefit from their cultural knowledge and experience to provide feedback in developing marketing materials, selecting media and planning special events.

Second: Recognize the strength of family values in the Hispanic market

The next set of keys is to recognize the strength of family values in the Hispanic market. Brand loyalty may span several generations, and Grandmother may be a powerful influence to enlist or overcome. However, unlike many other demographics, the Hispanic household is often patriarchal, with the husband making the final decision, especially on big-ticket items.

Third: Consider to start building brand awareness with the children

In many first-generation immigrant families, the parents speak little or no English and their English-speaking children may play a stronger role in the buying process. You may find that it is easiest to start building brand awareness with the children and younger family members.

Fourth: Direct mail marketing still highly effective in the Hispanic market

While direct mail marketing is less effective than it used to be in mainstream markets, statistics show that it is still highly effective in the Hispanic market. This is because these families view it as an educational opportunity to learn more about the products or services being offered.

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Fifth: Include Spanish radio in your Latino marketing efforts

Spanish radio is a cost-efficient and effective way to reach Hispanic households. Market studies indicate that it is even more effective than Spanish television, especially when the radio personalities endorse the product or service being offered.

Sixth: Use sports celebrities to raise brand awareness

Local Spanish sports heroes are also excellent spokespersons and very effective at raising brand awareness. Even amateur players, if well-known within the community, can be very influential.

Seventh: Offer creative options for those with no sufficient credit to qualify for financing

When selling big-ticket items, credit may be an issue. While most Hispanic immigrants prove to be excellent credit risks, they may not have established sufficient credit to qualify for financing with some lenders. By being aware of your lenders' loan criteria and of the fact that there is big difference between "insufficient or no credit" and "bad credit", and by helping to establish financing options that will take those factors into consideration without exploiting your Hispanic customers, you can avoid losing sales to credit denials.

By using these seven keys, your business can tap into Hispanic consumers and enjoy the growing loyalty of your customers and their friends and families for years to come.

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Sampling Hispanics

ATT: MARKETING PROFESSIONALS AND BUSINESS OWNERS

Hispanics now surpass African-Americans as the second-largest race/ethnic group. Because their families are larger and food is an important part of their life, Hispanics purchase and consume more food products. When developing a marketing strategy, this large target market has many cultural marketing categories to consider.

Culture and the Hispanic Market

When translating marketing material for Hispanic customers, the Hispanic-market region of origin is an important consideration. Many Hispanic customers originate from Cuba, Caribbean or Mexico, as well as other regions such a South America and Spain. Each Hispanic cultural category makes food-purchasing choices and prepares food differently. For example, Tortillas prepared in Mexican culture prefer corn passing through a lime bath whereas South American Hispanics from Venezuela prefer pre-cooked corn for Tortillas.

Every market has cultural differences, and food-purchasing decisions are sensitive to these differences. Various Hispanic customers prefer different versions of ethnic food and at times prefer the same food prepared somewhat differently. People are sensitive to their culture as is the Hispanic target market. There are dispersed variations of the Hispanic-culture communities throughout marketing regions, and the members of these communities are making purchasing decisions by differences in culture.

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Marketing professionals should keep in mind the Hispanic category targeted before making product and promotional decisions. When marketing to the Hispanic community, remember that not every Hispanic community may interpret a translated English version of a product in the same way. Customs and languages are different in the Hispanic market just as in any target market.

Hispanic Sampling and Brand Attitude

It is important that a brand elicits excitement from the consumer. California launched a marketing campaign a few years ago to promote product awareness to change Hispanic attitudes about purchasing milk. Traditionally, the female family member passes on cultural food ideals to the next generation; therefore, the milk campaign in California targeted Hispanic mothers and grandmothers.

It is important that a brand elicit excitement from the consumer. The milk marketing campaign targeting Hispanic mothers and grandmothers is an example of changing attitudes and creating excitement for a brand. Before the campaign, Hispanic women did not purchase milk, and the attitudes toward milk had to change to generate a purchasing reaction.

Hispanics value samples and coupons more than the remaining population. Samples introduce products and services to new target customers. Hispanic response levels to samples and coupons are always higher, especially when brand excitement plays on various cultural differences such as family values or the pursuit of the good life.

The recession has all target markets keeping a closer watch on money. Similar to other markets, the Hispanic market appreciates coupons and samples to reduce increased costs. Data shows that 83% of buying decisions are now made at home, and coupon use has increased to 19%; this data includes information from the Hispanic and non-Hispanic markets. The reported data describes the recession as having a strong impact on consumer purchasing decisions.

REFERENCES:
http://www.hispanicmarketadvisors.com
http://www.nal.usda.gov/outreach/HFood.html
http://www.portada-online.com/article.aspx?aid=6077

Hispanic Marketing for Law Firms

Connecting With the Fast Growing Hispanic Market by Adding Spanish Content to Your Website

If you're interested in targeting the Hispanic section of the legal market, you will need to utilize certain online tools and changes to your website. One of the most successful of these is adding Spanish-language information and content to your attorney or legal firm web site. This will put you ahead of any local competition who do not offer any Spanish-language information.

The potential income growth, which includes the geo-demographics within the Hispanic market, is a vital consideration for legal referral services. This target market can be divided into distinct Latino buying pattern groups or segments.

Over 15 million Hispanics in the United States were internet users in 2005. But one of the biggest complaints coming from the Hispanic market was a lack of advertising and content being distributed online in their primary language. comScore Media Metrix released a report that revealed at least 50% of the Hispanic online population prefer to read their content in Spanish.

According to the U.S. Census Bureau, 15% of the population in the U.S. reported being Hispanic in 2008. That translates into roughly 46.9 million people. Some groups estimate that 1 out of 5 Americans will be Hispanic by the year 2020. This makes them the largest and fastest growing minority group in the United States. Even as the recession effects the U.S. economy in 2009 and 2010, Latino and Hispanic populations across the country are continuing to increase their buying power, keeping many communities afloat. If you're not reaching these people, you're missing out on a huge opportunity.

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Choosing a partner that adds value and fits into your overall business strategy

You need a partner that helps you reach out to the Hispanic community. There's a handful of experts in the diversity that is part of the Hispanic market. You need to choose a strategic partner who best understands your needs, goals and objectives. To help you on your decision process, Hispanic Market Advisors offers you a free comprehensive analysis along with a full proposal for the Web site translation and search engine optimization services.

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About Hispanic Market Advisors:
Hispanic Market Advisors offers innovative and unique search engine marketing techniques for the Spanish-language sites, including:
* Spanish search engine optimization (Spanish SEO)
* Spanish language research for keywords

Hispanic Market Advisors has a full staff of writers and translators equally fluent in Spanish and English, and they will work to provide culturally relevant content for your legal needs. They will also keep your marketing messages and position intact throughout the translation process.

Learn more about English to Spanish translations services

Why Learn Spanish?

In much of the world, business is built upon relationships. Speaking with prospects in their own language demonstrates a great deal of respect for that culture—it establishes a level of credibility for that executive, it builds trust, and it bridges the cultural gap. Spanish is not the exception.

Learning Spanish—and its regional dialects, accents, and vocabulary—gives one a deeper understanding of its culture. Learning Spanish, to be effective, should include television shows that reflect current Latin American cultural styles.

Also, one interesting aspect of sustaining the learning of Spanish is that it must be stimulating enough to motivate learning beyond their second or third year. Having a cultural mentor or coach in addition to the use of electronic training, videos, music, podcasts and other personalized learning methods, can be the best mix for absorbing the language.

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Aula Virtual de Español (AVE)