Thoroughly understanding the Hispanic market is key when creating an effective advertising and marketing strategy to position products and services that will enhance brand image and gain market share. As a rapidly growing population that has over $700 billion dollars in spending power, there are a few ways to win in this demographic. Here are a few tips:
KNOW THE CULTURE AND TRADITIONS
Every culture has their nuances, but there are certain sensitivities and traditions that must not be avoided when putting together campaign strategies. You must know the differences in Latin communities, their foods and the type of Spanish they speak.
The Hispanic culture is family-centered, so even when an ad is targeting a certain demographic within the Hispanic market, it must reflect values that can cater to the entire family. Understanding that quite a few Hispanics have multi-generational families under one roof is important when marketing your products or services.
KNOW WHO YOUR MESSAGES ARE FOR
Are you marketing to first, second or third generation Hispanics? That is the first thing you should figure out, while being prudent in tailoring messages that encompass caregivers and other family members that may have an opinion. Understanding how they make decisions is key.
KNOW THE LANGUAGE
Tailoring messages to address the Hispanic community should be carefully crafted to embrace every demographic within the Hispanic community without offending anyone. This directly ties in to knowing the culture and traditions.
KNOW THEIR BRANDS
Hispanics are loyal to companies that have established long-term trust and value. Additionally, Hispanics support their own. You must understand the brands they use, why they use them and how you can position your product or services to capture that same brand loyalty. In the Hispanic market, these relationships