By 2010, gross revenue advertising targeted to the Hispanic community will reach $5.5 billion, according to Kagan Research. While marketing to a primarily Hispanic audience is a lot like marketing to other audiences, there are some fundamental differences in
how to successfully market to them. Below are four ways to market authentically without being offensive.
- Know your market. Marketing to first-generation Hispanics is very different than marketing to second (and beyond) generations. These second, third, and fourth generations live a mostly Hispanic lifestyle, but also speak English.
- Be aware of cultural nuances. Learn that Mexicans, Cubans, Puerto Ricans, and other Latin American cultures are all very different and do not all share the same customs or beliefs.
- Be sincere. If you are trying to market to the Hispanic community to make a quick buck, you are in the wrong industry. Show your audience that you sincerely care about their needs. Believe me, they will notice.
- Follow up. Take time to develop your product. Successful marketing takes time and patience, don’t expect to receive instant results.
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