hispanic marketing

3 Things You Need to Understand About the Hispanic Market

lvm_blog1
Since Hispanics are expected to become the majority demographic, marketers are implementing strategies for their brands aimed at targeting Hispanics. Some brands seem to successfully market to them appropriately while other brands appear to not understand them at all. La Voz Marketing believes understanding the Hispanic culture is key before developing any marketing strategy. Here are three things you should know and fully understand about Hispanics before developing your marketing campaign.

 

Hispanics are not one homogenous group.

Brands continually make the common mistake of assuming all Hispanics are the same. In reality, they descend from various countries throughout Latin America and have different customs.

At home, Hispanics are more likely to speak at least some Spanish than speak English solely. However, Hispanics are more likely to speak English than Spanish away from home.

In Hispanicad.com Hispanic Market Overview Report, 36% of Hispanics are reported to be English dominant inside the home. This number rises to 58% when asked if they are English dominant outside the home. These numbers showcase the importance of developing marketing messages in Spanish and culturally attuned marketing messages in English.

Not all Spanish is the same.

Although Spanish tends to be the primary language, words and phrases vary depending on the country. For example, ‘pura vida’ (pure life) is a popular saying in Costa Rica that is not used anywhere else. In addition, we recommend that you are careful with translations because not all translations carry out the intended meaning.

La Voz Marketing specializes in developing marketing messages for the Hispanic audience and can help you with your marketing needs. For more information, visit lavozmarketing.com.

OC/PRSA 10th Annual Diversity Forum

DIVERSITY_10_Anniversary2-e1405743367778-300x282Last week we attended the OC/PRSA 10th Annual Diversity Forum, hosted by the OC/PRSA Diversity committee. At this luncheon, approximately 40 public relations, marketing and journalism practitioners listened to leading diversity practitioners share information about the progress made and what can be done to improve diversity in the workplace and the marketplace.

Moderator Richard Chang of the OC Register kicked off the discussion with Orange County Census statistics and shared that Orange County is a “majority minority city”.  Chang said public relations practitioners, journalists and marketers share something in common: “We are all trying to reach audiences.” He also stressed that we must be “very thoughtful on who we are trying to reach.”

Joe Keenan of MWW began his presentation by sharing the differences of traditional and current marketing strategies to the LGBT community.  Ads that would not have been created in years past are now running and reflect the New America.  Blurred lines exist in marketing to this coveted audience.

Lynn Jolliffe of Ingram Micro showcased how the company’s diversity objectives and strategies have increased diversity within the company.  Diversity is a component of the company’s corporate social responsibility and the company is attracting top talent because of it.  Lynn Jolliffe’s work at Ingram Micro provides an excellent model for other companies who are looking to increase their diversity.

Anne Dean, APR of Education Management Corporation, introduced statistics that will comprise 2020’s workforce and indicate the racial ethnic diversity in America.  Although racial ethnic diversity is on the rise, progress is limited for Hispanics and African Americans due to a lack of resources and lowered standards in education.  Dean stated that education drives diversity in professions and encouraged listeners to donate or offer resources to organizations that promote education equality.

La Voz Marketing congratulates the OC/PRSA Diversity Committee on its 10th anniversary and its success in the PRSA community.  We look forward to attending the next OC/PRSA diversity event.  For more information about OC/PRSA diversity events, visit http://www.ocprsa.org/programs-events/diversity/.

 

Mexican Independence Day Events in SoCal

olvera-dancer_54_990x660_201405312318

Mexican Independence Day celebrates the end of an eleven year struggle between the Spaniards and the Natives.  On September 16, 1810, Catholic priest Miguel Hidalgo y Costilla rang the church bell in the village of Dolores.  He gave his famous El Grito de Dolores (The Cry of Dolores) where he urged the native Mexicans to take up arms against the Spaniards.  Every year, Mexicans around the world celebrate this special holiday. Here is a list of Mexican Independence Day events you can attend in Southern California.

Fiestas Patrias

September 13, 14, 2014 12 p.m.-10 p.m.

4th Street from Broadway to Minter, Santa Ana, CA

For more information, visit http://www.ci.santa-ana.ca.us/parks/DowntownStreetFestivals.asp

Mexican Independence Day

September 13-14, 2014 10 a.m.-10 p.m.    

Olvera Street, El Pueblo de Los Angeles Historical Monument, Downtown Los Angeles

For more information, visit http://www.elpueblo.lacity.org/index.htm

Fiestas Patrias

September 13-14, 2014 12 p.m.-5 p.m.

Citadel Outlets 100 Citadel Drive #480, Los Angeles, CA 90040

For more information, http://www.citadeloutlets.com/

Aquarium of the Pacific Baja Splash Cultural Festival

September 27-28, 2014 9 a.m.-6 p.m.

Aquarium of the Pacific 100 Aquarium Way, Long Beach, CA 90802

For more information, visit http://www.aquariumofpacific.org/events/info/baja_splash_cultural_festival/

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

Hispanic Community Influences Market Trends

Does your company prioritize reaching the Hispanic community?  Honestly, engaging this audience can be vital to maintaining and growing your business. The impact of Latinos, especially in the realm of technology, will increase exponentially in the coming years.  The ever-increasing group of Hispanic consumers are influencing the market and propelling companies to cater to their desires.Google.Soy

In an article published by the Miami Herald, Ina Paiva Cordle discusses the growing Hispanic consumer market and the best ways to engage.  It is crucial to consider and incorporate this community as you plan for the future.

Latinos have established themselves in the mobile social media world and leverage it as a way to stay connected and share information. Companies have had to modify their approach to attract the Hispanic community by using technology and relatable cultural aspects. Utilizing the correct channels of communication is also essential to ensuring that your content is effective. Cordle states that Hispanics are “four times more likely to share branded content”, which can help your business considerably.

Positively impacting the Hispanic community is becoming a trend for companies such as Google, Target and Sherwin Williams’, who have already made adjustments to include this demographic. In fact, Google has made efforts to connect with Latinos using “Get your business con Google”, and they will launch a bilingual, bicultural domain “.soy”. Both mainstream and small businesses will need to make similar efforts to nurture the relationship with Latino audiences. “If Hispanics can determine the presidential election, they can definitely determine the future of technology,” said Eliana Murillo, head of multicultural marketing for Google.

Here at La Voz Marketing we understand the power of the Hispanic market and offer our clients special expertise on reaching and impacting this influential community. To learn more, visit us at lavozmarketing.com.