The Ethnicity and Ancestry Branch to Create “Hispanic in the United States” 2010 Census

Planning on releasing presentation in Spring 2011 using the 2010 Census

I, Sebastian Aroca, recently asked the Ethnicity and Ancestry Branch Chief Roberto Ramirez, if the branch was going to put together another “Hispanic in the United States” presentation for this upcoming U.S. Census Bureau and if the answer was yes, when do they suspect the PP to be created/released.

Chief Roberto Ramirez responded that his branch is certainly planning to update the PP using the 2010 Census. This is great news!

He also said that the PPT will be out sometime in spring of 2011 for it takes about 6 months to process all the data from the census. Wow, I didn’t know it takes that long!

For more information about the Ethnicity and Ancestry Branch, you can contact the branch Chief Roberto Ramirez (roberto.r.ramirez@census.gov) or call the branch at 301.763.2403.

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Understanding Your Hispanic Audience and Being Strategic

Latinos have become a large ethnic group in the United States. In fact, according to the last U.S. Census Bureau, there are now over 45 million Latinos in the U.S. with the numbers getting larger every year. The implications of this Latino population explosion are that American business owners must think of ways to sell their products to Latinos in the U.S. since the numbers of Latino consumers are growing each year. However, marketing products to Latinos is not as easy as it might seem. One reason that it is not easy is the language barrier. Many Latinos' first language is Spanish and not English. Thus, marketing ads that are in English which rely on understanding of English word usage and American humor may not be comprehensible to a Latino audience. There are other potential problems that are due to differences between Latino culture and mainstream American culture.

In order to sell products to Latinos or develop a successful social media strategy with a Hispanic audience, it is necessary to become more familiar with Latino culture and become more familiar with the wants and needs of Latinos in the U.S. There must be efforts made to read books and magazines that describe Latino culture and interests. In addition to that, there must be efforts to go to social networking sites and communicate with Latinos in order to find out what they are interested in and what they want. There must be efforts to understand the cultural motivations that are motivating your Hispanic audience in general and there must be efforts to understand the cultural motivations that specifically motivate your Hispanic audience towards social media.

For example, you must answer questions such as the following. What social networking sites are Latinos interested in predominantly? Are there any social networking sites that are totally in Spanish where large numbers of Latinos go in order to converse with each other? Are Latinos keeping in constant contact with their relatives who do not live in the U.S.? Are Latinos resentful because of having to speak English? Do they prefer to speak Spanish during times when they are not working at jobs which require English language? What social media strategies would make the most sense given what is known about Hispanic culture? You must ask these questions and many other questions in order to find out what is going on in the hearts and minds of your Hispanic audience.

Research, Plan and then, Strategize

Once you understand what is going on in the hearts and minds of your prospective Latino customers, then you will likely have a better chance at being successful when you join their conversations at social networking sites. In other words, starting conversations, engaging their interest and maintaining their interest takes careful research, planning and a sufficiently strategic approach. It is not something that can be done overnight. Establishing a successful social media strategy with a Hispanic audience requires a lot of learning and a lot of effort on the part of American businesses. But the efforts will be worth it for your business.

For more information about understanding the Hispanic population in the United States and how to connect with the right Hispanic audience, feel free to contact Hispanic Market Advisors.

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How to Market to US-Born Latinos Effectively

There are many ways to market to US-born Latinos. Since there is a wide variety of lifestyles and culture among Latinos, it can sometimes be hard to choose the right way to market to them. However, with a few key factors, marketing to US-born Latinos effectively does not have to be an incomprehensible task.

Many Latinos in the Hispanic market are bilingual. Spanish and English are interchangeable in many Latino homes. One easy way to utilize the Hispanic market is to promote marketing campaigns that have English and Spanish words attached. Alternatively marketing strategies can be composed of either English or Spanish, but to reach the Hispanic market most effectively it is wise to use both forms of language and writing.

Marketing to US-born Latinos is different than marketing to the Latinos born elsewhere in the world. Acculturation is a big occurrence for Latinos in the United States. Many of the cultural practices and traditions from other countries mix and meld into the traditions and practices of the United States. What this means is that Latinos are not strictly Latino or American, but a unique melding of both cultures. Marketing for this group of people must reflect melding of cultures. Some Latinos have completely aligned with American culture, while others prefer to celebrate their own cultural heritage. It is important to study each city where marketing is to be done to know what practices and beliefs the Latinos have in that city.

Latino Population Growth and Market Profiles for the Hispanic Market

The number of Latinos in the United States is a constantly growing number. Some analysts have projected that in just a few years the Latino population will have the majority of people in the United States. This means that marketing to Latinos is very important. Without Hispanic society backing a product or business, it will have a hard time remaining popular and successful.

There are several different market profiles for the Hispanic market. There are US-born Latinos who live in close relation to non-citizens. These people stick closer to the culture of Mexico rather than what happens in the United States. There is another group of Latinos who have lived in the United States for generations. These people are more concerned with cultural practices of the United States. Then there are the Latinos who fall somewhere in the middle. Each of these groups is important to any marketing plan.

Some large cities that have a large number of Hispanic people are: New York, Boston, Detroit, San Antonio, and Chicago. The number of Latinos in these areas equal up to one in five people. That is a very large segment for marketing potential. Industries that are growing among Hispanics are: hotels, automotive, clothing, car rental, credit cards, supermarkets, fitness, health and life insurance, hair care, and many others.

The future for Hispanics is very bright. As the population continues to grow, they will have more and more impact on marketing and products that are created. Soon Hispanics will have more marketing impact than any single other market group.

For more information, please complete this Hispanic Market Advisors contact form

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