Hispanic people constitute the largest minority group in the United States, with growth showing no signs of slowing down. According to the U.S. Census bureau, 102.6 million Hispanics will call the U.S. home in 2050. Another way to look at it is that one in four people will be Hispanic — a huge market for businesses to attract through Hispanic marketing companies.
You can’t ignore numbers like this. This very significant population makes lots of buying decisions. Their estimated buying power in 2007 was $926.1 billion. With this information, you can expect more businesses to turn to experts at marketing to the Hispanic population.
1. Communicating more effectively with a Latino population.
2. Spotting market trends as a Latino-focused marketing company.
3. Being considered an expert on marketing to Hispanics by Anglo businesses.
The best contacts and resources to help you get it done
Search for a Hispanic advertising agency
Look at membership in appropriate professional organizations as a sign that your agency really knows about advertising to the Hispanic population.
I recommend: Hire Hispanic advertising agencies by contacting the
Association of Hispanic Advertising Agencies.
Learn more about your target market
There's more to the Hispanic population than the language and Spanish-origin surnames. In addition to hailing from many different countries, U.S. Hispanics range from the recently arrived who speak primarily Spanish to English-speaking Hispanics who have resided in the U.S. for generations. Half of all U.S. Hispanics live in California and Texas, but Florida, New Mexico, Arizona, New York and Illinois have sizable populations as well.
I recommend: A Latino-focused marketing company can help you interpret population trends reported by the
U.S. Census Bureau. Other statistics that could impact your marketing decisions can be found at
HispaniCare and
HispanicAd.
Spot trends
Hispanic agencies can predict marketing trends that affect your business. As with all cultures, it's important to consider different populations within the larger group, ie.e. teens, families and professionals.
I recommend: Ask your advertising professional if he reads Hispanic trade publications. Hispanic marketing companies often look to the Latino-focused publication,
Marketing Y Medios, by Adweek.
Ask your Hispanic advertising agency about their media contacts
While Spanish-language newspapers and Spanish-language TV continue to increase, you'll also find Hispanic-focused media in English too. Hispanic marketing firms should know the Spanish media contacts well.
I recommend: An advertising professional should know how to search for Spanish print media in any region with the
National Association of Hispanic Publications. Send your news releases to
Hispanic PR Wire, a news distribution service of Hispanic media in the U.S.
Talk the talk
Approximately 29 million people speak Spanish at home, with more than half of them bilingual. Increase your marketing impact with advertising messages that reach the bilingual and Spanish-speaking populations.
I recommend: A Hispanic advertising agency can help you figure out the best way for your product to reach Hispanic consumers. Take a look at successful advertising in Spanish.
Translate them to English to understand the messages.
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