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How To Market To Hispanic Consumers

August 14, 2013 Author: Mario X. Carrasco

ThinkNow Research’s recent Hispanic Cultural Values Study finds that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture: Hispanics aren’t disappearing into the American melting pot from a cultural values point of view. What this finding implies is that the need to provide culturally-relevant marketing content and messaging that specifically targets US Hispanics should be a growing concern for marketers in every sector.

Now that it’s been confirmed that cultural values persistence is a key feature of the US Hispanic market segment, companies must become more educated about the Latino community, and not just primarily as consumers – but also as a people that comprise a diverse yet coherent community. Moving forward, savvy companies will understand that their messaging and brand positioning has to be informed by the notion that Hispanics buy brands that empower their cultural relevancy.

Hispanics in America are becoming inured to marketing campaigns by brands that aren’t creating cultural connectivity. In fact, Latinos are more likely to turn away from brands they perceive as only being interested in selling to them if the brand fails to cultivate an appeal to a consumer’s sense of cultural identity. Hispanics are measurably more inclined to build loyal relationships with people and companies that take the time to understand who they are: their values, their culture, their identity. The Hispanic market can no longer be viewed as a short-term expense, but instead should be approached carefully and thoughtfully as a strategic long-term investment with the aim of building an enduring relationship.

That there’s a strong business case for investing in a plan to engage the Hispanic consumer should no longer be a secret. The recent announcement by ABC News that it’s joining forces with Univision to create news, lifestyle and information programming leveraged over multiple platforms and aimed at U.S. Hispanics says it all.

Unfortunately, many brands continue to misunderstand the Hispanic market opportunity. They take a traditional/mainstream approach that focuses on selling features/benefits to gender- and age- specific audiences whose purchasing habits have been known for decades, but Hispanics represent a new type of consumer. The Hispanic consumer is multifaceted and has touchpoints that transcend traditional demographic targeting and that are shaped by cultural nuances that are a product of the consumer’s relationship to their family, heritage, and customs.

Unfortunately, many brands continue to misunderstand the Hispanic market opportunity. They take a traditional/mainstream approach that focuses on selling features/benefits to gender- and age- specific audiences whose purchasing habits have been known for decades, but Hispanics represent a new type of consumer. The Hispanic consumer is multifaceted and has touchpoints that transcend traditional demographic targeting and that are shaped by cultural nuances that are a product of the consumer’s relationship to their family, heritage, and customs.

The Hispanic consumer is looking to build loyalty with brands that reflect their voices and authentic identity. Cultural relevancy is a two-way conversation. This means marketers must invite the Hispanic consumer to inform their marketing and branding approach.

Brand engagement with Hispanic consumers is about demonstrating a conviction that their purchasing power and voice matter. Brands must measure ROI over the long term as they work towards an objective of becoming relevant to the Hispanic community in a culturally-resonant and enduring way. Hispanics want to see a brand manifest a genuine commitment to becoming a member of the family. This is how you build trust with Hispanic consumers.

With a median age of 28, the timing is ripe for organizations/brands to make a firm commitment to engage the Hispanic consumer. It’s time for an informed approach to a consumer segment who’ve become jaded by brands that use traditional mainstream marketing tactics to appeal to their wallets and pocketbooks in lieu of crafting an appeal to a nuanced cultural identity with an approach that’s respectful and empowering.

We are pleased to offer free of charge the full contents of the report referenced in this blog entry. Please click the link below to get your copy now.

Download this study.