Hispanic Marketing  

Marketing to Hispanics is different from the general population. There are more than forty two million Hispanics according to the latest census. Hispanics account for more than seven hundred billion in spending and will reach one trillion by 2010. Hispanics are a huge market that should not be ignored.

About 60% of all Hispanics are Mexican. About 80% of all Hispanics in the United States can be found in seven states. These states are California, Texas, New York, Florida, Illinois, Arizona and New Jersey.

Some things to consider while marketing to Hispanics are the following. They are more family oriented and spontaneous. They have a low reliance on institutions and tend to prefer prestige brands. Hispanics are generally relaxed about time and accept delay gratification. Hispanics typically spend 25% more time online than the general population.

Hispanics are less likely to have a bank account. Direct Marketing is a new concept to them. This leads to a much higher response with a good targeted direct mail campaign. In fact, Hispanics are 3.5 times more likely to respond to direct mail than non Hispanics.

A good rule of thumb is that Hispanics must be in the United States five-ten years to be accultured. If they are born in the U.S., Hispanics more likely to speak English and to be bilingual. The largest group in the United States is young educated Hispanics who were either born or raised here. Hispanic Moms are the largest growing segment of new mothers.

Hispanic children, youth and men watch substantial more cable TV than women. TV watching increases on the weekend. Another important fact is that many well known American products are unknown to Hispanic consumers.

The keys to advertising to the Hispanic market include the following: 

1.Know the market 

2. Know the culture nuances 

3. Be sincere 

4. Follow Up

Many businesses have ineffective advertising / marketing campaigns to Hispanics. This is due to lack of knowledge about Hispanics or marketing to each group the same way. One thing a business must be careful of if advertising in Spanish. Make sure the English-Spanish translation is correct and does not have a negative connotation.