Bravo Group’s Guilherme Ambros on Hispanic Marketing Strategy
The best option is always let the customer decide. When in doubt, go bilingual.
TM: What should marketers consider when identifying Hispanics on their customer and prospecting files?
GA: Before you hire a database vendor with magic algorithms to identify Hispanics on your list, think about what you’ll do with this information. Are you going to use it just for analytics purposes (to identify Hispanics’ behavior) or [will] you change your communication efforts based on this? If you will communicate with these customers in a different way, then there are three pitfalls to avoid:
1. Avoid the language trap. Let the customer decide what language he/she feels more comfortable using. If you didn’t have the opportunity to ask before (when targeting prospects, for example), use both.
2. Avoid the typical stereotype. Bring in a strong Hispanic agency or professional to support your creative process. There’s nothing more culturally offensive than someone pretending to understand your heritage and roots just to sell their products. Be genuine or don’t even start.
3. Think holistically. Segmenting your database and identifying Hispanics is the first step, but before you send your first piece of [direct mail] or e-mail marketing, make sure your entire company is prepared to support this audience. If your Web site is not ready and your call center doesn’t have any Spanish[-speaking] reps, then you still have homework to do.