DON'T MAKE THE SAME MISTAKES
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There are 46.9 million Hispanics currently living in the United States and that number is expected to soar to 438 million by 2050. This number represents a consumer segment with ONE TRILLION in buying power.
And yet this lucrative market is largely untapped in many places. Why? Because inaccurate information leads to misguided attempts by companies to the Hispanic market.
My name is Blaire Borthayre and I am a Mexican American consultant and expert on the U.S. Hispanic market. Below are the mistakes that are frequently made by companies with good intentions.These aren't just my opinions, much of this feedback comes directly from Hispanics during interviews and focus groups.
TOP MISTAKES
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Hiring someone simply because they are Hispanic to guide the business in reaching Hispanics. Hispanic marketing is a field that requires a combination of very specific education and experience. Being born Hispanic doesn't magically impart that knowledge.
Translating your standard marketing messages into Spanish. Hispanics who access Spanish language advertising are immigrants from Latin America. Immigrants have a different set of cultural experiences and beliefs which determine buying motivators. The messages which influence them differ from those that work with U.S. born consumers.
Putting up a sign that says "SE HABLA ESPANOL" in your store window. That sign has become known in the Hispanic community as one used by Americans to bring us into the store. However we typically find that the store has only a part time interpreter who isn't available or no longer even employs a Spanish speaker. We know a store is serious about serving us when all of their window signs are bilingual.
Buying ads on Spanish radio that aren't the right cultural fit for your target segment. If your demographic area is made up of Cuban Hispanics and you purchase advertising that runs during a during a Mariachi program then you have wasted your money. You would not try to reach elderly U.S consumers by advertising on a Hip Hop station or African American consumers on a Country music station. Hispanics from different part of Latin America have very different music preferences.
Using the same tired stereotypes in marketing messages. The Latino community is weary of seeng only soccer, sombreros and salsa music in your advertising. Invest the time to educate yourself on current touch points and issues that reasonate with the us.
Hispanics are not all alike. There are certainly many commonalities in the Hispanic community but you can't reach every segment with the same campagin. Puerto Ricans are not big soccer fans,Cubans don't wear Sombreros and Mexicans don't dance Flamenco. Determine who you want to reach and customize your marketing accordingly.
Using a non trained professional to translate materials into Spanish is a recipe for disaster. We get offended or confused by the inaccuracies and also know that you don't care enough to do it right. Learn from the mistakes of large companies such as Hershey's, Parker Pens, and e Use only an ATA certified translator for your advertising. Being bilingual does not make someone a translator any more than owning a hammer and saw makes someone a home builder.
by learning how to reach Hispanic consumers the RIGHT WAY then we have options for you....
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