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Reaching Hispanic audiences en español

How to think about your marketing plan

The growth of Hispanic populations in the United States is one of the biggest marketing stories to unfold in years, and perhaps it will be the defining business story in the 21st century.  Here’s why:  According to the U.S. Census Bureau, Hispanics will grow in population from 47.8 million in 2010 to 73 million in 2030.  By 2050, the Bureau projects Hispanics will number 102.6 million, nearly 25% of the total U.S. population.

As a result of this demographic change, you may want to find ways to attract Hispanic audiences—or expand a market that you are already developing.  NV Communications can work with you to create the right messages based on market research, culturally sensitive language, and testing.  Here are some factors to keep in mind as you plan your Spanish-language marketing program.   

•  Hispanics are not monolithic.  Rather they are as diverse as their backgrounds and cultural practices.  Consider their countries of origin, which include Mexico, Puerto Rico, Cuba, the Dominican Republic, the countries of Central and South America, and Spain.  Marketing to a diverse universe, which may have a common ancestral language, requires an understanding of whom you are trying to reach. 

•  Foreign-born Hispanics now living in the U.S. may exhibit purchasing behavior that is different from Hispanics born in the U.S., a function of their degree of assimilation and/or bi-cultural life choices.  Marketing messages need to reflect these differences.

•  Spanish-language and Hispanic-directed media in the U.S. have grown dramatically from TV and radio outlets to hundreds of Internet-only outlets, wire services, and syndicates.  A successful marketing plan will evaluate all media in light of the people you want to reach. 

•  Advocacy is part of the culture of Hispanic media so it is important to understand current issues as they relate to your product, service, or mission.  Content is conveyed in a personal way because relationships, especially familial ones, are extremely important.

•  Control your own messaging.  Translate content into Spanish yourself rather than through the outlet you are using.  This will minimize errors.  Also, regionalize your Spanish translation, if possible, or use neutral Spanish, avoiding dialect.

Hispanic consumers in the U.S. represent significant buying power.  Reach them with targeted messages that convey an understanding of their needs.

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