A data-driven strategy is the first step to reaching U.S. Hispanic consumers. Regardless of the data behind this demographic, marketers should keep certain core values in mind that help to capture the U.S. Hispanic market.
1. Hyper-local marketing is crucial
U.S. Hispanics vary greatly by region. Depending on where you are marketing, Hispanic interactions with brands and channels vary greatly by age, market, and level of acculturation. The U.S. Hispanic market is not homogenous by any means. Nielsen reports that only 56% of Hispanics speak only or mostly Spanish, with 40% speaking only or mostly English.
Integrating U.S. Hispanics into your marketing efforts should reflect a long-term strategy, not an afterthought.
2. Be Culturally Persuasive
Appeal to the culture, not just the people. According to David Burgos, Vice President of Millward Brown and head of its Multicultural Practice, “Strategic research is one of the areas companies in general fail to invest enough in when it comes to Hispanics. Feeling the market pressure, many jump onto the Hispanic bandwagon by adapting their mainstream ads to Latinos, without looking at how they use their products or what they think/feel about their brands. Many blame this on limited budgets, but I’d argue that the cost of making a major marketing / commercial mistake is much higher than the investment needed to obtain sound knowledge early on in the marketing cycle.”
This strategic research has proved that culturally relevant content is king. Adapt your messaging to relevant cultural cues during early planning stages. Forbes research suggests that U.S. Hispanics are more likely to turn away from brands that are only interested in selling to them, rather than empowering their cultural relevancy. U.S. Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who they are and what they represent morally, ethically and culturally. The Hispanic market can no longer be viewed as a short-term expense, but rather should be approached as a strategic long-term investment.
Dedicated U.S. Hispanic marketing campaigns around their cultural adaptation increases entry points and opportunities for brands to establish meaningful connections to build brand ambassadors who will ultimately translate your efforts into sales and market share.
3. Understand how Hispanics relate to each other
3. Understand how Hispanics relate to each other.
Bizjournals.com reports that Hispanics see themselves as part of a group or clan. They tend to do and buy things with their family in mind. Kids are their first priority. Family ties, traditions, language and values are very important to portray in your communication efforts. In many categories, Hispanic product consumption is unique. It is essential to understand their needs, wants, language of preference, and shopping habits. For instance, in the hair care category, Hispanic women begin dying hair at an earlier age than the general market. They also purchase hair dye more frequently. Hair color is seen as an important and inexpensive path to self-expression and beauty. Thus, understanding their product consumption patterns will help you to market your products or services better.
4. Don’t Translate, Transcreate
Messaging gets lost in translation, and the U.S. Hispanic demographic has more than 20 different nationalities with different language variations. You still can keep the overall strategy of your initial campaign; just make sure you make your messaging appeals to their core values. It must be culturally relevant. Then, and only then, will it connect and engage with this powerful market and get you a significant boost to your bottom line.