Using the Four Ps to Market Publishing Products to Hispanics
They may be immigrants, they may prefer to be addressed in Spanish, and they may not be assimilated or acculturated, but many first-generation U.S. Hispanics live and buy in this country and in Puerto Rico. And they present a big opportunity for those publishers willing to learn how to successfully serve this consumer group with product and marketing pitches that meet their preferences.
To illustrate, let me share some insights on how to apply the four traditional Ps of effective marketing to your direct marketing efforts targeting U.S. Hispanics.
Product. If you have a successful English-language product, don’t assume you need to customize it for the Hispanic market.
Whatever their habits in their home country, Hispanic working mothers in the United States live a hurried and harried existence just like the rest of the working mother population, and so are good prospects for recipes for quick and easy family meals—even if these recipes are for traditional “American” dishes.
And if your company is a provider of health information, you may not need to find Spanish-speaking medical authorities. Hispanics will appreciate the best medical advice regardless of the doctors’ race, plus many of the world’s leading medical authorities write in English, anyway. It’s more important to provide customers with a quality book, newsletter or magazine that is readable, understandable and trustworthy. You can always translate English copy into Spanish text so the product meets this market’s language preference.
Price. Don’t oversell. Being able to buy a subscription to a quality magazine at a deep discount from the newsstand price may be all the incentive you need to provide. It works for the majority of prospective customers, because discounts have universal appeal.
Do, however, be cautious in your use of the traditional direct marketing “hooks” that may be effective in English copy but could be overkill and counterproductive with U.S. Hispanics. Examples of such promotions include sweepstakes, “free mini-subscription” or “one free year”—all concepts that don’t translate well from English to Spanish.