If you are not considering the Hispanic market as a driving factor in the growth of your business, then you may be making a serious mistake.
It is a proven fact that the Latino community is growing every day and is one of the key ethnic groups in the country. According to a report from Nielsen, “Hispanics are the fastest-growing ethnic group and are expected to grow by more than 167% by 2050, a staggering amount compared to 42% of the total population.”
However, taking into account that the Hispanic market is important, is not enough. You must develop effective strategies that allow your products and services to not only reach them, but identify with them. One of the most common mistakes that companies make is thinking that all Hispanics should be lumped into one big group, like “Latinos” or “Hispanics.” That interpretation is absurd! It’s like promoting products to women by making them pink.
So how can you attract this important group?
Learn and understand the language: This is the first challenge you must overcome. Don’t force your audience to adapt to you. Take the first step! There are already many companies designing campaigns with messages that adapt to a specific country or region. We recommend that your message be geared towards the culture. It should touch emotional points that people can connect with. It is essential to consider that in the U.S., marketing directed towards the Hispanic community must break the usual language patterns, so don’t be afraid to create ads in “Spanglish”!
Have clear objectives: Define clear goals and objectives that are specifically geared towards Hispanics, and consider segmenting your audience. Remember, the Hispanic culture is expansive. Consumers from the southern part of Latin America will not have the same customs as those from the Caribbean. Understanding this will give you a competitive advantage in the market.
Strategy and Vision: A well-designed strategy based on data and statistics is key in reaching the Hispanic market. The process should incorporate marketing assessments, production strategies, and financial analysis. Having these aspects well-defined will lead you to generate the necessary outcomes. It is vital to determine the size of the project, the scope, and the processes needed to conquer the Hispanic audience.
Remember, Latinos are no longer just a subgroup of our country’s economy, but a key player in all aspects of American life. With that in mind, you can begin to refocus your business and create a strategy that will make you stand out within the Hispanic community.
Experts say that companies who do not recognize the impact of the Hispanic market on their overall bottom line could be at risk in the coming years.
If you want to learn more about creating effective marketing campaigns that can connect you to the Latino community, we can help you!