Native Spanish Speaker vs Heritage Spanish Speaker: How to Market to Latinos Effectively Are you looking for ways to reach the growing and diverse Hispanic market in the US? If so, you need to understand the differences between native Spanish speakers and heritage Spanish speakers, and how they affect your marketing strategy. Keywords: Hispanic Marketing Latino marketing Hispanic Marketing Strategy Native Spanish Speaker vs Heritage Spanish Speaker

1. Native Spanish
Speaker vs Heritage
Spanish Speakers
in Hispanic Marketing

2. Agenda
• Native Spanish Speaker
• Heritage Spanish Speaker
Native Spanish Speaker vs Heritage
Spanish Speakers
Example: Throwing the House Out of The
Window
Implications for Hispanic Marketing
• Finding Solutions in Synonyms and Idioms
• Combining Imagery and Language
• Being Inclusive
Tailoring Campaigns

3. Language Choices
Marketers are often tasked with three language choices when creating content for
Latino audiences: Spanish, English, or Bilingual content, which can further be broken
down into regional language differences based on country of origin and state or city
of residence.
The distinction between a native Spanish speaker and a heritage Spanish speaker is
explored, highlighting the differences between the two terms and their implications
for marketing to Hispanic audiences.
Language Choices
Native vs Heritage
Regional Variations
Regional language differences, including country of origin and state or city of
residence, are considered in the context of language choices for marketing to
Hispanic audiences.

4. Native Spanish Speaker
Key Characteristics
Plus tip:
Grew up in a Spanish-
speaking country
Spanish is an integral
part of their daily life
Immersed in the
Spanish language
from a young age
Surrounded by the
nuances of the
language at home,
school, and in the
community

5. Heritage
Spanish
Speaker
Language acquisition is primarily through family
and friends
Potential gaps in linguistic proficiency due to
lack of formal education
Exposure to Spanish is rooted in the home
environment and social interactions, shaping
their language skills differently from native
speakers.

6. Example:
Throwing
the House
Out of The
Window
Consider the expression “tirar
la casa por la ventana,”
a common Spanish idiom that
translates to “throwing the
house out of the window.”

7. Native Spanish
speakers comprehend
the idiom's meaning as
'splurging' or 'going all
out on a celebration.'
Heritage Spanish
speakers may
interpret the idiom
more literally, leading
to misunderstandings.

8. Implications for Hispanic Marketing
How does it affect your campaigns?
What is the effectiveness of
campaign?
Is the message getting across?
Are you losing audience?

9. Let’s Talk Solutions

10. Tailoring
Campaigns
• Marketing efforts can leverage the
richness of the language, incorporating
colloquial expressions and cultural
references that resonate with their lived
experiences.
Native Spanish Speakers
• May benefit from a more inclusive
approach, providing additional
context and simplifying language without
compromising authenticity.
Heritage Spanish Speakers

11. Be Inclusive
 Unless your campaign’s goal is
to specifically exclude heritage
speakers, the best solution is to
cater to both native and
heritage speakers to ensure
that both types of Spanish
speakers get the message.

12. Explore Language
 A great exercise when encountering this
issue is to list similar terms that mean
the same thing and drilling down to the
one that is easiest to understand for
both native and heritage Spanish
speakers.
 Taking our example of “Splurging or
Going All Out” we can look at 10 other
idioms in Spanish that have the same
meaning.

13. Going All Out
1. “Darlo todo” – Translates to “give it all.” This idiom is used to convey the idea of putting in maximum
effort or dedication.
2. “Dejar la piel en el intento” – Literally means “to leave the skin in the attempt.” It signifies giving
one’s best, even if it requires great sacrifice.
3. “Poner toda la carne en el asador” – This idiom translates to “put all the meat on the grill” and is
used to express the notion of investing all available resources or efforts into a particular endeavor.
4. “Ir a por todas” – Means “go for it all” and conveys the idea of pursuing a goal with determination
and without holding back.
5. “Jugar todas las cartas” – Translates to “play all the cards” and implies using all available
strategies or resources to achieve a desired outcome.
6. “Quemar las naves” – Literally means “burn the ships.” This idiom suggests committing fully to a
course of action without a possibility of retreat.
7. “Poner los puntos sobre las íes” – Translates to “dotting the i’s.” It signifies being meticulous and
precise, leaving no detail unattended.
8. “Apostar por todo o nada” – Means “betting on all or nothing” and indicates a high-stakes
approach where success is the only acceptable outcome.
9. “Jugar con todas las cartas sobre la mesa” – Translates to “playing with all the cards on the table”
and implies transparency and openness in communication or decision-making.
10. “Dejar el alma” – Literally means “to leave the soul” and is used to express putting one’s heart and
soul into a task or endeavor.

14. Darlo Todo
Shorter Easy to remember Punchy
Conveys “Giving it
your all”
Globally accepted
and known by most
Spanish speakers

15. Combine Imagery &
Language
 Employ a multifaceted approach.
 Use the shorter and better-known
term “darlo todo”.
 Craft content that combines vivid
imagery with explanatory context
including the term “darlo todo”
 For instance, a marketing
campaign centered around a
festive event might visually
depict a celebratory scene where
doors and windows are
figuratively flung open,
accompanied by text that
explains the concept of going all
out in a joyous occasion.

16. Combine Imagery &
Language
 Likewise, we can convey the
essence of “darle todo” in a
campaign using video where a
spokesperson can play a crucial
role in conveying the commitment,
passion, and dedication
associated with this concept.
 We can begin with a scene of
energetic music playing and a
montage of high-intensity
moments, while a spokesperson
can talk about times in life that
define us and how “darle todo” is a
way of life. Think Nike style
commercials like this one.

17. Inclusive Wins
 Incorporating both visual cues and
explanatory elements:
 Creates a more inclusive and accessible narrative
 Resonates with a broader spectrum of the
Hispanic audience
 Fosters a shared understanding of idiomatic
expressions while celebrating the diversity within
the Spanish-speaking community
 Keeps everyone In-The-Know
 You won’t lose a portion of the intended
audience

18. Listo?
Translation: Are You Ready To Get Started?
Contact:
Danay Escanaverino
305.792.8315
danay@lunasolmedia.com