Certainly the opportunity is obvious, and as such, the executive team directs the marketing team to implement some tactics to leverage this growth....
- So, translate the brochures. Done. Wrong! This group has become acculturated, or assimilated and displays traits of the mainstream consumer. Adapt your marketing message to the segment, alter the presentation and/or delivery to attract & engage.
- Ok, "HISPANIZE" your paper media... No go. Latinos represent more than 20 nationalities, each with very unique history, traditions and feel. You risk alienating the segment by stereotyping.
- How about bringing in some interns that majored in Spanish to telemarket? Sorry, mi amigo, but Se Habla Ingles here. Although the effort to serve the market in the native language is commendable, the idioms, slang and sayings can get lost in the translation. Comprende?
The answer to the $1.4TRILLION (By the way, that's the purchasing power of Hispanics today) question: To REACH the Hispanic Segment, develop an integrated marketing strategy including events, media, outreach and staffing tailored to your industry.
And remember, 65% of the buying decisions are made by the ladies of the household... Tip of the Day: Be respectful and informative when serving the lady with the heavy accent, after all she distributes the paychecks for her casa.
Respetuosamente,
Veronica
vcool@comcast.net
