Happy Heritage Month! I cannot put enough emphasis into the Hispanic Market for new leads and marketing launches. Hispanics are Brand-Loyal! As a person who was raised in Miami which includes a 70% Hispanic population, I not only speak Spanish fluently, I know how to deal with the different types of Hispanic countries. For example, you wouldn’t greet, treat, entertain someone from the New England area to the Southern States to those who live in Silicon Valley or Out West the same way . In my case, hispanic individuals are unique, each country carries a different custom and way of speaking (dialect) and guess what: I’ve mastered how to communicate effectly from Cubans to Colombians and Mexicans to Argentines. So this is what I know:
According to “Hispanic Marketing: A Critical Market Segment” for:
“49% of U.S. Hispanics who watch television during prime-time hours, watch Spanish language programming.” <—-This includes 7-10pm prime soap opera time on predominantly two channels Univision & Telemundo. Guess what sticks out to me from my childhood? I need to buy a Toyota and I need to drink Coca Cola commercials. I have been brainwashed to buy these brands because they have invested a lot of commercial time in my youth.
“Radio is a proven, effective medium in targeting Hispanics. The most unique aspect of Spanish-language radio stations is the time spent listening. The Hispanic population often listens to the radio all day. The entire family may listen to one station and tune in, on average, 26 – 30 hours per week. This ranks more than 13% above the general population.” <—– In Miami there were many spanish-speaking stations, find out if there any available in your area, invest in translating your information, and make sure you have someone who speaks Spanish in your company!
“Overall, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than a non-Hispanic household; 72% say they always read their mail, including direct marketing; 60% of the direct mail sent to homes is in English;52% of the respondents speak only Spanish in their homes.” I don’t know if Hispanics are frugal but I like my coupons through the mail- I use them!
Let me know if you need assistance in launching a marketing campaign to this demographic, I would be glad to help!
Please note that I received the information in Italics above from this site: Click here
Please visit my Contact Page for more information on Hispanics