07 Oct 10 Tips to Market Your Product or Services to Hispanic Consumers
When marketing a product worldwide, you need to understand the difference between countries, cultures, and languages. Many think that when marketing within the United States, you are selling to the same demographic—but that’s not the case. Linguistic and cultural differences are often ignored, which is a big part of understanding your audience, especially the U.S. Spanish-speaking market.
Did you know the United States is the second-largest Spanish-speaking country? With Mexico following suit.
According to the University of Georgia’s Selig Center for Economic Growth Multicultural Economy report— Hispanic buying power has grown substantially over the last 30 years, from $213 billion in 1990 to $1.9 trillion in 2020. Hispanic buying power accounted for 11.1% of U.S. buying power in 2020, up from only 5% in 1990.
The United States is a diverse market that continues to flourish and is fueled by population growth, entrepreneurial activity, and educational attainment.
At DMH, we strive to understand our clients’ needs. As a diverse team of different cultures within Latin America, we understand the difference between marketing a product to different audiences. As marketing communications specialists, when targeting your products or services to Hispanics, it’s crucial to take into consideration the following:
1. Hispanic and Latino? Not the same. Hispanic refers to language and Latino (including Latina and Latino) refer to a location. So, when you’re Hispanic, you speak Spanish, but you’re not necessarily Latino and vice versa.
2. Tailor translations adequately— Localization is imperative in states with a high population of Hispanics, such as Texas, California, Arizona, New Mexico, New York, and Florida. There are several dialects of Spanish and Spanish variants in the U.S.
3. Consider generational and cultural gaps while tailoring marketing tactics and content: Traditionalists, Millennials, etc.
4. Use “Spanglish” when necessary to relate to your audience.
5. Create campaigns with Hispanic Influencers, artists, and pop-culture music that tell vibrant stories.
6. Create mobile-friendly campaigns.
7. Include Hispanic culture in online ads
8. Be consistent throughout your campaign— If you’re going to market to consumers in Spanish, be sure to support them throughout the customer journey.
9. Understand Spanish-speaking social media
10. Be aware of cultural differences and diversity.
As with every campaign— get to know your audience, tap into what they believe in. Get to know their thoughts in order to sell them the right service or product.
As a broad group of multicultural ourselves, we know how to build campaigns to engage Hispanic consumers and create bonds that will turn into long-term business relationships. With our knowledge, expertise, and the appropriate techniques, we will make your brand impact Hispanics in the U.S. Contact us today and together will work to conquest this growing market!.