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Joey Little

Joey Little Vice President of Social Strategy

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Discover Your Hispanic Market: Part 1

Connecting With Your Hispanic Consumer

Hispanic consumers in the U.S. have spoken; they are shopping for brands that affirm their culture and empower them as individuals. Over 56 million strong, this is a population that does not want to be sold to and highlighted, but rather included. Proud of a rich culture, background, history, and language, the Hispanic demographic is an economic powerhouse for businesses trying to reach new and growing markets, but as businesses and marketers know, creating relevant content for their Hispanic audiences is more easily said than done.

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Marketing professionals have learned with the general market in the U.S. that there is no one-size-fits-all solution, and the same goes for the Hispanic population. The diversity that defines the Hispanic population of the U.S. is broad, and it can’t be defined simply with a word or with a language translation. It is a diversity that lives in Hispanic communities throughout the country and can be attributed to many things, such as country of origin, language of preference, age demographic, living circumstances, level of education, level of acculturation, and many other factors that form the layers of a culture. These nuances form the Hispanic culture marketers are targeting, and they are also the source of confusion for marketers who are trying to reach the Hispanic market. Some are hitting the mark when it comes to delivering relevant content—and many are missing by a long shot.

With $1.5 trillion in purchasing power, the Hispanic population is a force to be reckoned with in the market, and marketers who want to win with this demographic need to tune in to cultural relevanc

y in order to gain traction. Hitting a homerun with this market will require businesses to delve into what makes the Hispanic population tick, what their likes and dislikes are, and what drives them as a culture. The following ideas should point your business in the right direction:

Focus on Hispanic passion points. They typically differ from those of other consumers. For example, Hispanic consumers are typically interested in entertainment, music, sports, and news from their home countries. Provide content that is meaningful and relevant to their needs and interests, and you will get more traction with your posts.

Focus on language. While there are 16% of Hispanic individuals the U.S. who don’t speak Spanish, there are another 25% who don’t speak English. The rest possess some level of bilingualism. Your messaging plan should revolve around your target market and the preferred language of that market, which means you will need to do your homework in order to decide which language is best.

  • Transcreate vs. Translate. When you decide Spanish is the language of choice for a given campaign, it is important to provide quality language services. Don’t focus on a direct word-for-word translation, but instead focus on transcreation, which creates a meaningful experience in the target language. By transcreating, we acknowledge that the meaning behind the words is more important than the word-for-word translation. With transcreation, nothing gets “lost in translation,” because your language expert is using culturally relevant and accepted language.
  • Recognize diverse cultures and 
    values.
     Individuals in the Hispanic market maintain close cultural ties to their native countries, and heritage is extremely important. When you recognize and celebrate this, you will be a more credible marketer. Likewise, acknowledge the close connections in Hispanic families—sometimes with multiple generations and families living under one roof. A family-centered business approach will appeal to this cultural trait. Additionally, when you present strong brand values which reflect your own values, this will resonate with the Hispanic community.
  • Remember “Hispanic” is not a singular definition. Living in the U.S. are individuals of Hispanic origin from over 20 Spanish-speaking countries. While those of Mexican descent dominate the population, there are impressive groups from Puerto Rico, El Salvador, Cuba, and several other countries. Each country has varying cultural and historical backgrounds, as well as customs and celebrations that are recognized. Spanish, including slang and dialects, will vary from region to region and country to country, adding to the difficult task of getting your message just right.

The landscape continues to change, and as marketers and businesspeople, we must change along with it in order to be successful. Hispanic communities around the country are attracting our attention, and rightly so, because of their booming numbers and their increased buying power. Not only are these consumers shopping and looking for new and varying products, but they are also influencing the purchases of others with their early adoption and frequent use of technology. It is integral to the success of growing companies and dealerships to get to know the Hispanic communities and consumers of today—they are growing, they are changing, and they are the demographic that is dominating the scene when it comes to buying power.

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