Archive for July, 2012

July 18, 2012

Benefits from Targeting in the Hispanic American Market

Sofia Vergara

Sofia Vergara on the cover of Forbes Magazine

I get excited when I read Forbes writing an article about The Next Media Jackpot: The Fight For The $1 Trillion Hispanic Market

From the article:

“There are now 52 million Americans of Latin-American ­de­scent. By 2050 that number is projected to reach 133 million, meaning that nearly one in three Americans will be Hispanic.
..annual spending power is already $1 trillion and will climb to $1.5 trillion by 2015, according to Nielsen Media Research.
If Hispanic Americans were a nation, it would have the world’s ninth-largest economy.”

Companies don’t realize there are cultural sensitivities when reaching different types of Hispanics, you can’t just post an image of a Mariachi band in your Ads because that isolates your message strictly to Mexicans. Not all Hispanics are Mexicans. Same as not all Americans are Southerners. Imagine someone from NYC or Portland seeing an AD that targets Southerns. They won’t identify themselves as such and most likely not buy from the company.

Key point: Research! You can’t approach Mexicans the same you would European influence Argentines. You can’t introduce your brand informally to nationalities that are follow strict customs such as South Americans (Argentines, Ecuadorians, Chileans) vs. formally addressing the playful bunch of those from the Caribbean (Puerto Rican, Cubans, Dominicians) who have been in the USA for over 50 years.

Contact me if you’re interested in branding to the Hispanic Community with Social Media. Remember “The median age of U.S. ­Hispanics is 27 — smack in the middle of the media world’s most coveted 18-to-34 age range” plus I’m millennial with an MBA degree.

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