Hispanic Marketing 101

David Leonhardt

September 25, 2007

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Thinking of marketing to Hispanics? This is one of the fastest growing segments of the American economy, but remember that Hispanic Americans come from a different culture - or should I say "cultures"? - with different values, different priorities, different legal systems, different institutions, different context and, as a result, a different way of receiving your marketing message. I spoke with one of American's top experts on marketing to Hispanics, Leslie Inzunza, President of Inzunza Internacional Ltd. This top ten list is base don our conversation.

1. "Hispanic" is not a homogenous group. In fact, the population is racially and culturally diverse. Racially, because many trace their ancestry to Spain, others to the Mayans, others to the Incas and still others to various other lineages across the Americas. Culturally, because they come from Mexico and Guatemala, Puerto Rico and Cuba, Argentina and Chile and from so many other places. Half of the US Hispanic population was born in the United States. They are as American as anyone, but their cultural outlook and context is unique.

2. It is important to understand the local population and how it is composed. There are strong Puerto Rican populations in areas or New York City. Miami is home to many Cuban exiles. Southern California is home to Mexicans, but also in some places to other groups. Learn who your audience is before deciding how to communicate to them.

3. Once you understand who your "Hispanic" market is, find out how they identify themselves. Do they consider themselves to be Hispanics or Latinos? Mexican-Americans or Latin-Americans? How your market sees itself might reflect where they come from, how long they have been in America, what part of the country they live in and even how old they are. I had a client who was targeting Latin America, but placed a bullfight and a Spanish dancer on her banner. Those icons say "Spain", not Latin America.

4. The local Spanish language media can give you a clue to who the major players are and how to reach them.

5. To influence Hispanic Americans, it helps to first influence the influencers. Find out who they are, but be careful. People often make the mistake of enlisting the help of self-proclaimed community spokesmen, not just with Hispanics but with all ethnic communities. While they might have the ear of the media and government officials, it does not mean the people follow their recommendations.

6. Think in terms of culture rather than just in terms of language. It's fine to translate your materials accurately, but translating the words does not mean translating their effect on the audience. The words that stir one culture to joy can drive another culture to anger.

7. Think conceptually and contextually rather than literally for "translation". Ask yourself, how can I get this message across to people with this different perspective. This is where an Hispanic marketing consultant can help.

8. Counter negative Hispanic stereotypes and avoid clichés to get their attention. Got a sombrero on your website? Do you really think that placing a sombrero on your website will make Hispanics relate better to you?

9. Consider direct marketing strategies for Hispanics. This population tends to receive direct mail better than mass advertising messages. They have less of a history of broadcast information and more of a local community attachment than the typical American.

10. Not surprisingly, a community that is more receptive to individual marketing messages is also more receptive to word-of-mouth messages. Learn how to generate word of mouth, referrals, and recommendations from friends and family, which they rely on for good advice more than the average American.

There you have it. Ten tips for marketing to Hispanics. But keep in mind that much of this you really can't do yourself. If you are serious about Hispanic marketing in person or on the Internet, leverage the knowledge and understanding of people who understand marketing and know the Hispanic population.