How to reach the Hispanics?

The Hispanic market in the USA

What about the ethnic group Hispanics? Hispanics is a term that refers to the people with a historical and cultural relationship either with Spain and Portugal who live in America. The Hispanic culture is a set of customs, traditions, beliefs and art forms (music, literature, dress, architecture, cuisine or others) which are generally shared by peoples in Hispanic regions. For example in Los Angeles you have a whole district where a lot of Cubans live. This is often used as stereotype in American films.

This ethnic group is also a really important market to be active on for several American companies, however to reach them it is complex to understand the cultural nuances and differences among all of the multicultural markets in the USA.

How can you attract them? It’s proven that 95 % of Hispanics consume some form of Spanish language media. Hispanics prefer their media in the language first learned so this means that Hispanics actively seek out Spanish language media because it is really attracts them. According to a consumer survey published in Ad Age, 42% of Hispanics said they are more loyal towards companies that show appreciation for the culture by advertising in Spanish. Like we all know, family is the most important aspect for this group; therefore, it is important to produce products as well as marketing events which address this issue. For example a company can create a family day to introduce new products. This example can make sure that this ethnic group will respond well to people/companies who, "make them feel part of the family.

We can conclude that the ethnic group Hispanics are really family minded and loyal towards companies who make sure they also advertise in Spanish. So if you are interested in advertising towards this ethnic group: think as a family and you will be doing just fine.

                                                                                 Wout De Fruyt