The document provides tips on how to sell to the Hispanic market in the United States. It notes that Hispanics make up over 50 million people in the US, with two-thirds being millennials. It also discusses Hispanic purchasing behaviors, media usage, and spending habits. The document recommends that companies be ready to serve Hispanic customers by having Spanish-speaking staff, websites, and marketing in Spanish. It also suggests focusing on good customer service, as Hispanics highly value relationships and politeness.

1. +
How to sell to the Hispanic
market
Presented by: Yaziri Orrostieta

2. +
AGENDA

Overview of the Hispanic Market

Insight into the Hispanic purchasing behaviors

Tips on how to engage with the Hispanic consumer

3. +
LATINO OR HISPANIC?

Hispanic: "Hispanic" refers to Spanish speaking people in the
Americas.

Latino: refers more exclusively to persons or communities of
Latin American origin.

Specific references like “Puerto Rican” or “Mexican-American”
or “Guatemalan” are often best.

4. +
Overview
of the
Market

5. +
OVERVIEW OF THE MARKET

53 million Hispanics in the US

65% of U.S. Hispanics are Millennials, ages 22 to 35

12.7 million Hispanic house holds in the US

6. +
MEDIA & THE HISPANIC MARKET

In 2003, U.S. Hispanic media spending totaled $2.8 billion

In 2012, it nearly tripled to $7.9 billion

Hispanic Internet display spending is now at $431 million

Procter & Gamble is the most important U.S. Hispanic
advertiser, spending $246.2 million in 2012

The fastest growth in the U.S. Hispanic media spending has
shifted from targeting foreign-born immigrants to U.S. born
Hispanics

7. +
PURCHASING POWER
$1.2 trillion in purchasing
power
The average U.S.
Hispanic household
income is $52,725
$2.2 billion spent in
e-commerce (Q1, 2012)

8. +
DID YOU KNOW?

9. +
Understanding the Buying
Behavior

10. +
LATIN CHARACTERISTICS

Family values

Food

Faith

Cultural beliefs and traditions

11. +
CONSIDER THE ENTIRE FAMILY

Shopping and doing business is a family affair

Purchasing decisions are done as a family – even the kids get
a vote!

Hispanic culture values and respects the elderly and depend on
them for “wise advise”

12. +
WHERE THEY SPEND THEIR
MONEY

Hispanic house hold spend more money on (than nonHispanics):


Men’s and boy’s clothing

Children’s clothing


Telephone services
Footwear
A higher portion of their money is spent on:

Food (groceries and restaurants)

Housing

Utilities

Transportation

13. + ECONOMIC SECTORS EXPECTED TO
BENEFIT FROM THE LATINO
DEMOGRAPHIC CHANGE

14. +
HISPANICS & TECHNOLOGY

Hispanics outpace all ethnic groups in mobile data service
consumption including music and picture downloads

Approximately 60% of Latino households own at least one
video- and Internet- enabled cell phone compared to 43% of
the general market

There are 33.5 million Hispanic Internet user

78% use the Internet as their main information source, even
more than television

15. +
INTERNET USAGE INFLUENCES
PURCHASING DECISIONS
2010
2011
Make final decision on brand to buy
Compare prices
Learn where item is available
Get advice on which brands to buy
Learn about features, benefitis, or
specific brands
Learn about available brands of products
2012
51%
63%
68%
59%
70%
72%
64%
74%
72%
56%
63%
70%
61%
69%
75%
59%
64%
77%

16. +
How to
Engage
with the
Hispanic
Consumer

17. +
BE READY

Be “Latino-ready”, meaning your business infrastructure can
support doing business in Spanish

Spanish-speaking staff (at least one individual)

Have bilingual associates record their voicemail greetings in English
and Spanish

Telephone system options in Spanish

Information on your website in Spanish (even if it’s only one page)

Products that may be right for Hispanic needs and tastes

18. +
BE FRIENDLY

Be “Latino-friendly”, means making sure your business is a
place where Hispanic customers are going to feel welcome and
appreciated.

Cultural sensitivity training for employees - talking louder does not
make someone bilingual

Customer service training – smiling, greeting customers in a
welcoming manner, keeping eye contact

Accommodating families shopping and making decisions together more chairs in the office, small toys for kids

Being patient with questions - often, Spanish-speaking customer
will have more questions about a product or service

19. +
USE SPANISH IN YOUR
MARKETING MESSAGES

More than 82% Latino adults say they speak Spanish, and
nearly all (95%) say it is important for future generations to
continue to do so

The majority of all Latinos say they prefer Spanish, in any
situation, business or socially.

Think about your product and service and who your primary
potential customer is

Banking: services are more complex, people have several
questions, subject matter is serious – money

Sporting event: children can participate, a family event, less serious
subject matter -

20. +
TRANSCREATION, not translation

Transcreation, means expressing something in a culturally
relevant manner, no simply doing a word-by-word translation

Some expressions may not exist in Spanish

A direct translation may not be culturally relevant

A direct translation may not have a meaningful relevance

21. +
NEW PRODUCTS & HOURS

If possible, modify product offerings to better meet the needs of
Hispanic like:


Minute Made’s Limeade

Lay’s limon (lime) potato chips


Bud Lime beer
Cinnamon-flavored toothpaste
Consider your hours of operations

Sundays is when many Hispanic families will shop

Offer extended hours

22. +
CUSTOMER SERVICE, YOUR
SECRET WEAPON

*Hispanics are far more forgiving of errors than non-Hispanics

Hispanics are willing to drive greater distances to get personal
services

Good customer service is often more important than
price, speed, or location for the Hispanic consumer

Hispanics value relationships, pleasing others, and being polite
and respectful
*Based on research done by a well-known national fast-food chain

23. +
TIPS FOR E-COMMERCE &
MOBILE MARKETING

Appeal to younger shoppers

Advertise in Spanish-language media

Write in Spanish

Optimize your site for smartphones and tablets

Promote higher-end goods

24. +
RECOMMENDATIONS

25. +
Questions