A Communications Veteran Weighs In on Hispanic Marketing 101 ​

.   But even here, it will be important to know if the target audience is a first-generation Hispanic or a second or even third generation Hispanic. As a recent The Economist article pointed out, there are some Hispanics that have been living in the United States well before there was even a United States. This is particularly true in places in the American southwest like Colorado and New Mexico. Now that you have done your homework in knowing your target audience, the focus should now shift to where they work, gather and live in order to see your messaging. In other words, are there festivals, social events, church gatherings or sporting events where you are most likely to find your target audience? If so, this may be a good place to spend your marketing budget. And in thinking of message placement, don’t forget that Hispanics are also online a lot more than the general population. A recent BIA/Kelsey’s Consumer Commerce Monitor Study found that “overall:

• 17.7% of Hispanics surveyed said they use YouTube for local shopping, compared to 10.3% of non-Hispanics

 

• 16.8% of Hispanics use Yahoo for the same purpose, compared to 16.3% of non-Hispanics.

 

• 11.1% of Hispanics use Twitter, compared to 6.7% of non-Hispanics.”

The bottom line: Finally, don’t forget that you need not be Hispanic to run and execute a Hispanic marketing campaign. Language needs aside, running a successful Hispanic marketing campaign means you need to apply many of the successful marketing strategies you use to reach any audience. A good marketing campaign will create a powerful connection with the target audience and leave them wanting for more. That’s success in any language. Related articles: Bilingual Latinos a Distinct Business Advantage The Hispanic Edge in Green Business In Marketing Priority #1 Is Effectiveness