This document outlines 8 critical steps for successfully marketing to Hispanic consumers. The steps are: 1) identify cultural connections to Hispanic consumers, 2) dedicate resources like bilingual staff and long-term budget and time, 3) gain customer insights, 4) connect products/services to Hispanic culture, 5) create a long-term plan, 6) utilize influencers, 7) focus on loyalty and retention over quick profits, and 8) retain customers by maximizing referrals. The objective is to drive ownership, loyalty, revenue, and growth through culturally relevant messaging that goes beyond simple translation.

1. 8 CRITICAL
STEPS
TO REACH THE
Hispanic
Market

2. Objective
Develop a successful marketing/advertising
campaign targeting Hispanic consumers
through culturally relevant messaging and
insight that drives:
• Ownership in Hispanic outreach and messaging
• Loyalty to your product or service
• Increased revenues
• Growth in referrals

3. Why not just translate?
Hispanic Marketing entails more than simply
translating from English to Spanish.
• It’s about creating a connection between
culture and message.
• In order to create that connection one must
have true insight into the Hispanic culture and
market.
• Unique concept/approach that must be
relevant to the Hispanics

4. 1. identify
• Focus on what you have that will connect to Hispanics.
• To create a deep connection with your product or service with
Hispanic's is just as important as being front of them.
• Through the entire process always keep in mind that Hispanic
culture is centered around trust!
• Lead with Culture, even if you don't completely understand it.

5. 2. dedicate
• One of the biggest challenges is truly setting up your
organization for success when reaching Hispanics.
• You will need to commit 3 main ingredients for
success:
• People – Bilingual Staff
• Budget – Long Term
• Time – Optimize and Learn

6. 3. Insights
• What are the true insights? Hispanic buying
power is there, but understanding how it
directly relates to your business is key.
• You must have the correct insights before
anything good will happen, without these you
will fail. Key Insights Include:
• Customer Lifetime Value (CLV),
• Customer Acquisition Cost (CAC),
• Specific Target (sub-segment)

7. 4. connect• Bridging your product or service to Hispanics is the next
critical step to success.
• Embrace and submerse yourself into the culture of Hispanics!
• Ask, what matters to them and how does that relate to my
product or service
• Once you connect with the target market your possibilities
are endless.

8. 5. Long term plan
• Not having a long term plan is already crucial when dealing
with the General population.
• When the focus is switch to Hispanic the importance level
rises 10 fold.
• Hispanics market are receptive but critical in who they trust!
• The referral of "familia" can change your business!

9. 6. Have an influencer
• Once you established a infrastructure and plan and are ready to
do outreach reaching Hispanics, business need to understand
that their Marketing efforts must include owned and earned
media to compliment the paid media.
• Yes, you can buy media and get "interest" in your product or
service but that is half the battle, the other half is bridging
comfort to the consumer once interest in peaked with relevant
content. Influencers can be turnkey if utilized correctly

10. 7. Grow don’t gain!
• Loyalty is a double edge sword, doing good
business and respecting the market will always
get your further than a "quick profit”
• One mistake that I have witnessed on a
consistent basis is greed.
• The Hispanic market is capable of rendering huge
returns, mark-ups and hidden cost will kill your
initiatives and all your investments. Loyalty will
spread throughout families and neighbors like a
wild fire once you are exposed.

11. 7. retain
• The most expensive customer is the one that
walks in your door from your marketing
efforts and doesn't purchase or come back.
• Each person has a value, understand that
value and invest in them!
• Mindset should be one customer is equal to
3-5 referrals minimum.
• If you are not maximizing this you are going
to run out of dollars before a return.

12. MORE THAN MARKETING
building Cultural Connections+
GRAPHIC DESIGN
Stand out with highly aesthetic visuals that
align with your target market and identity.
VIDEO& AUDIOPRODUCTION
Integrated video and audio productionthat
elevate your brand in this diluted world.
MEDIA BUYING AND PLANNING
Maximizing our client's investments withover
20 year's of experience working with media
outlets, optimizing results
DRIVE TO RETAIL PROGRAMS
Sales concord all, and our award-winning
strategies to drive consumers to stores have
been recognized as “best inclass"
DIGITAL ADVERTISING
Client focused, high quality, transparent
digital solutions with unprecedentedreach.
SOCIAL MEDIA
Create and maintain marketingcampaigns
across all social networks, customized to
your brand andmessage.
EVENT PRODUCTION
We work hand-in-hand with our clients to
create special events that build bridges of
communication.
WEBSITE DESIGN
Websites that don't only look and function
beautifully, but have marketing &advertising
power and purpose.

13. THANK YOU!