Member Profiles

Hispanic Marketing 101

Thinking of marketing to Hispanics? This is one of the
fastest growing segments of the American economy, but remember
that Hispanic Americans come from a different culture - or should
I say "cultures"? - with different values, different priorities,
different legal systems, different institutions, different
context and, as a result, a different way of receiving your
marketing message. I spoke with one of American's top experts on
marketing to Hispanics, Leslie Inzunza, President of Inzunza Internacional Ltd. This top
ten list is base don our conversation.

1. "Hispanic" is not a homogenous group. In fact, the
population is racially and culturally diverse. Racially, because
many trace their ancestry to Spain, others to the Mayans, others
to the Incas and still others to various other lineages across
the Americas. Culturally, because they come from Mexico and
Guatemala, Puerto Rico and Cuba, Argentina and Chile and from so
many other places. Half of the US Hispanic population was born
in the United States. They are as American as anyone, but their
cultural outlook and context is unique.

2. It is important to understand the local population and how
it is composed. There are strong Puerto Rican populations in
areas or New York City. Miami is home to many Cuban exiles.
Southern California is home to Mexicans, but also in some places
to other groups. Learn who your audience is before deciding how
to communicate to them.

3. Once you understand who your "Hispanic" market is, find out
how they identify themselves. Do they consider themselves to
be Hispanics or Latinos? Mexican-Americans or Latin-Americans?
How your market sees itself might reflect where they come from,
how long they have been in America, what part of the country they
live in and even how old they are. I had a client who was
targeting Latin America, but placed a bullfight and a Spanish
dancer on her banner. Those icons say "Spain", not Latin
America.

4. The local Spanish language media can give you a clue to
who the major players are and how to reach them.

5. To influence Hispanic Americans, it helps to first
influence the influencers. Find out who they are, but be
careful. People often make the mistake of enlisting the help of
self-proclaimed community spokesmen, not just with Hispanics but
with all ethnic communities. While they might have the ear of
the media and government officials, it does not mean the people
follow their recommendations.

6. Think in terms of culture rather than just in terms of
language. It's fine to translate your materials accurately,
but translating the words does not mean translating their effect
on the audience. The words that stir one culture to joy can
drive another culture to anger.

7. Think conceptually and contextually rather than literally
for "translation". Ask yourself, how can I get this message
across to people with this different perspective. This is where
an Hispanic marketing consultant can help.

8. Counter negative Hispanic stereotypes and avoid clichés to
get their attention. Got a sombrero on your website? Do you
really think that placing a sombrero on your website will make
Hispanics relate better to you?

9. Consider direct marketing strategies for Hispanics.
This population tends to receive direct mail better than mass
advertising messages. They have less of a history of broadcast
information and more of a local community attachment than the
typical American.

10. Not surprisingly, a community that is more receptive to
individual marketing messages is also more receptive to word-
of-mouth messages. Learn how to generate word of mouth,
referrals, and recommendations from friends and family, which
they rely on for good advice more than the average American.

There you have it. Ten tips for marketing to Hispanics. But
keep in mind that much of this you really can't do yourself. If
you are serious about Hispanic marketing in person or on the
Internet, leverage the knowledge and understanding of people who
understand marketing and know the Hispanic population