Hispanic Marketing: A Bilingual Nation!

Ok! The response by many colleagues and business partners, all of who deal with the Hispanic Market on multiple levels, requested a clarification of our previous article, Hispanic Marketing? Not In Spanish? In the previous article we pointed out that the use of Spanish, is not always necessary in Hispanic Marketing. What we should have stated, is that using Spanish is not the only way, and it may not always be the primary factor in Hispanic Marketing.

To further explain and clarify, traditionally most advertisers seeking to obtain the Hispanic Market have relied on the use of Spanish as their primary factor. The latest research states that more crucial to communicating and marketing to the Hispanic Market is a "cultural perspective". Beyond language, what makes a greater impact is that Hispanic Marketing demonstrate a level of understanding of our cultural norms. If we take "Hispanic" out of the equation, and concentrate on "Marketing", a basic principle relates to the level of understanding and knowing your target market. This is true for any target market despite their ethnicity or cultural norms.

Therefore, if we go back to our original statement about not using Spanish, we meant it in the context of where it falls along the process of creating effective Hispanic Marketing. If the segment you choose to reach out to is the 2nd or 3rd generation of U.S. Hispanics, you could find that your campaign will be more Bilingual or more focused on culturally relevant messages. To make this statement resonate deeper consider the most popular Hispanic related programming on primetime TV, Ugly Betty, George Lopez Show, Freddy and those targeting the youngest segment, such as Dora the Explorer, Go Diego Go, El Tigre Libre, and Maya and Miguel to name a few. All of the above infuse culturally relevant material, but the use of the Spanish language is reserved.

The level of Hispanic based programming and Hispanic Marketing is only a fraction of what it should or could be! The numbers do not add up, when you consider the number of individuals that make up the Hispanic population, approximately 41 million (Census, 2005). My hope, is that by discussing issues about Hispanic Marketing and how to best communicate with this market, that Advertais, LLC - a bilingual media group (www.advertais.com ) can gain some ground by educating the general population through such articles. In addition, we hope that you pass this information on and our contact information so that we can sit at the table and provide in-depth insight.

Well, we hope that this clarifies our previous article, and that it keeps you coming back for more insight.

Gracias!
Advertais, LLC