Capturing the Hispanic Market: Understanding Diversity and Building Trust
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Contrary to popular belief, Hispanics are a diverse group that can be categorized into subgroups like Americanizado, Nueva Latina, Bi-cultural, Hispano, and Latinoamericana. When marketing to Hispanics, using stereotypes will be ineffective and seen as insensitive, instead messages should connect to their values, wants and needs without explicitly focusing on their ethnicity. Successful marketing strategies require understanding the diversity within the Hispanic demographic and humanizing the message.
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Capturing the Hispanic Market: Understanding Diversity and Building Trust
- 1. CAPTURING THE HISPANIC MARKET UNDERSTANDING YOUR CONSUMER
- 3. CONTRARY TO POPULAR BELIEF HISPANICS ARE QUITE DIVERSE… Americanizado Nueva Latina Bi-cultural Hispano Latinoamericana One message DOES NOT fit all or even most!
- 5. HUMANIZING YOUR MESSAGE… HOW ARE YOU CONNECTING? Language Community Entertainment TRANSPARENCY TRUST
- 6. Sensitivity Marketing Using Hispanic stereotypes when crafting Hispanic marketing messages is not only ineffective, but it can be viewed as insensitive and can backfire. No demographic wants to be viewed as different or separate, but successful marketing strategies will speak to the values, wants and needs of its demographic without being overt in its messaging. Let’s Unite Unite@puentemediasolutions.com www.puentemediasolutions.com
Editor's Notes
- The power of the Hispanic market (Power in numbers) Demographic trends
- Humanizing your message… how are you connecting? We know that Latinos show a higher engagement with brand pages versus non-Hispanics. But that doesn't mean that they will follow any brand. People don't engage with brands, people engage with a purpose. And the most successful case studies are precisely those that embrace this approach.