Guide to Advertising and Marketing to U.S. Hispanics

You know the Hispanic market is hot. You're convinced you belong there. But do you find the thought of dipping your big toe in those warm and bubbly waters... un poquito daunting?Sure, communicating to 40+ million people who speak a foreign language and hail from about 20 different countries (including the good ol' USA!) can be -to say the least- intimidating. What is one to do?Despair not, as the key to successfully claiming your slice of the pie is closer than you think. For starters, some basic guidelines can help you better understand this market and devise a plan of action.In answer to your question, probably one of the key factors in developing any communication strategy for the U.S. Hispanic market is determining the "Acculturation" level of your target. Obviously, nothing in life is black or white (except accounting!), but if we had to, we could divide the Hispanic community into: 1. Unacculturated (speak mostly/only Spanish, no interaction outside the social/cultural comfort zone), 2. Acculturated (comfortable speaking English and Spanish to various degrees, exposed and functional in both cultures), and 3. Assimilated (no remaining linguistic or cultural affinity to Hispanic roots). Mind you, there are shades of gray within each group, but you get the idea. The level of acculturation is predicated by a variety of factors such as: place of birth, the age of the person when he/she migrated to the US, socio-economic status, for example.  This subject can be fairly involved, as the Hispanic community is anything but homogeneous. I would say that learning about its cultural and linguistic nuances  a good first step in the right direction.


Action Steps
The best contacts and resources to help you get it done

Tips & Tactics
Helpful advice for making the most of this Guide

• You will be exposed to an avalanche of points of view, stats and recommendation. But what to believe and whom to trust? Fight the urge to become overwhelmed. Instead, take notes and realize that before spending dollar #1, you owe it to yourself to do some secondary -and yes, even primary- research.