Breaking Boundaries: How to Target the Hispanic Community
Growing up in the mostly rural area of Mexico, one can learn many things—like how to milk a cow, how to plant corn by hand, and how to ride a horse. A large majority of over 32 million Hispanics in the United States have grown up similarly to myself. All of which have acclimated to the different ways of life, which are customary in this great nation. The Hispanic community is repeatedly mentioned as one of the most prosperous in many market categories.
And the big question is … How I can I get closer to that market?
The truth is that the coin is still in the air. The Latino community is still in a transitional stage. The Hispanic population does not know whether to identify with their first or their second language, their culture of origin or the culture they see everyday; a culture that is often mixed and perceived as normal. In my opinion, the best way to become closer to this market, which includes myself, is to encompass both cultures. Focusing on one will only limit your desired market. A company could make all the soccer commercials imaginable, and unfortunately, the 25% of people who are not interested in soccer would be excluded because it was never a part of their culture.
Another dilemma to overcome is the language. Of course, many think that the first thing that appeals to Latinos is to hear or see a commercial in their language. While this is true in large part, it isn’t representative of the whole spectrum, excluding third-generation Hispanics who most likely do not speak Spanish.
The best way for language to influence your type of message is to target a fixed portion of the market, which for the sake of your company must be broad; otherwise, you may be wasting your time and money. For example, State Farm Latino currently has a successful social media campaign in Spanish, and that audience includes all Spanish-speakers. While a campaign by ESPN Deportes for Major League Baseball only appeals to a select group of Hispanics; it’s not always easy to reach them. My point is that the market is there, but a commercial in Spanish might not always be the most effective approach.
The most important piece of advice I can offer is to not try to approach this market with stereotypes. A perfectly executed campaign can be very effective. Volkswagen did something similar in its latest campaign. The commercial can be viewed on television in both English and Spanish, and the message has been well received.
→ Affiliate Marketing Group, AREA203 Digital