10 Hispanic Marketing Mistakes to Avoid
According to U.S. Census Data, by the year 2050 the Hispanic population is expected to grow to about one quarter of the total U.S. population. To successfully reach this valuable market, avoid these common Hispanic marketing mistakes:
1. Don’t make assumptions about the Hispanic market—consult a Hispanic direct response marketing professional.
2. Don’t launch a product or campaign in the Hispanic market without doing research.
3. Don’t enter the Hispanic market without making a long-term commitment.
4. Don’t forget to get your message out—loud and clear!
5. Don’t dilute your brand—it’s all you’ve got.
6. Don’t forget to educate your senior management.
7. Don’t assume that Hispanic direct response projects can be accomplished for less money, time and human capital.
8. Don’t treat the Hispanic market as if it were a “quota” to be reached.
9. Don’t rely on your Hispanic-surname employees to do your translations. Hire experienced bilingual copywriters because direct translations are ineffective.
10. Don’t assume you know what “good” Hispanic direct response marketing is—unless you are the targeted segment!
Laura Sonderup is the managing director for Heinrich’s Hispanidad division, providing integrated marketing services to reach the Latino market in the U.S. She can be reached via e-mail at firstname.lastname@example.org.