To grow their customer bases, most industries have tapped into the Hispanic market. “I think most companies realize, or will soon realize, that without marketing to Hispanics, your market is shrinking,” says Michael Saray, president of New York-based Michael Saray Hispanic Marketing. Saray is referring to census data recording the general market’s death rate as being higher than its birthrate, and projecting the Hispanic population will grow to one quarter of the total U.S. population by 2050. A bilingual direct mail campaign may provide the best odds of connecting with Hispanic prospects. According to the 2006 American Community Survey, 78 percent of Hispanics speak
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.
Word-of-mouth marketing—using viral e-mails, sample distribution and buzz factor—is taking off. Follow these principles to get the most out of your word-of-mouth campaign: 1. Be interesting. Before you run an ad, before you launch a product, ask your spouse about it. Trust me, if he or she finds it interesting, you’ve got a winner. 2. Make people happy by creating amazing products. Go the extra mile and provide excellent service. Make sure the work you do gets people energized, excited and eager to tell a friend. 3. Earn trust and respect from your customers. Be good to them. Talk to them. Honor their intelligence.
Thousands of companies, from Amazon to IBM to Yahoo!, have translated and localized their Web sites for audiences around the world, a process referred to as Web globalization. Now it’s not just for large multinational corporations anymore, with companies of all sizes trying to capitalize on the Internet and expand beyond their current borders, often into new cultural groups, according to a recent report entitled, Website Globalization Report 2007: 1,939 Multinational & International Marketers Reveal Tactics on Translating Content & Best Practices, put out by Warren, R.I.–based MarketingSherpa, a research firm specializing in tracking what works in all aspects of marketing, and San Diego–based
A new report from Forrester Research, Hispanic Consumer Technographics, states that 51 percent of online Hispanics in the United States prefer Web sites that provide information in Spanish. Further, 23 percent of this online audience requires information in Spanish to conduct information-gathering and transactional activities. Considering that most e-mail marketing is geared to drive traffic to a Web site, it’s not a big leap to assume that Spanish-language e-mails also would be preferred by online Hispanics. “Since the Hispanic market still is under-served in terms of either Spanish-language communications or at least culturally relevant messaging, these consumers are not as used to e-mail marketing campaigns
More than 41 million Hispanics call the United States home, and a little more than half of these consumers go online. Despite the clear opportunity in marketing to Hispanics online, only about $150 million of the $16 billion total online advertising spend is dedicated to targeting Latinos, says Lee Vann, founder of Captura Group. This is surprising, considering research from Yahoo! Telemundo and Experian Simmons Research shows two-thirds of online Hispanics have been using online channels for more than five years. William Fleming, CEO, MotionPoint, agrees that online marketing has lagged behind its offline counterparts in service to Hispanics. “People are used to walking into
One of the most prominent topics in direct marketing today is ensuring that messaging to customers and prospects is relevant. As it relates to Hispanic marketing, cultural relevance has been trumpeted as the key to opening the door to this consumer group and keeping it open for effective customer retention. To get a better handle on what cultural relevance means to direct marketers, Target Marketing spoke with Sonya Suarez-Hammond, director of multicultural marketing insights at Yankelovich Inc., a consumer research firm in Chapel Hill, N.C. Target Marketing: What information can help marketers ensure their communication with Hispanic audiences is culturally relevant? Sonya Suarez-Hammond: Culturally appropriate marketing
With 14 percent of the U.S. adult population being Latino and about half of this group going online, your company very well could have a Hispanic following without actively seeking it out. According to a study, “Conexion Cultural/Connected Culture,” released in March by Yahoo! Telemundo and Experian Simmons Research, Spanish-dominant survey participants reported they consume two-thirds of their online content in English due to a lack of Spanish-language alternatives. In a March report, “Latinos Online,” researchers from the Pew Hispanic Center and Pew Internet Project noted that just one in three Latinos who speaks only Spanish goes online; that rate is three times higher
In 1995, consumer electronics marketer Crutchfield was one of the first companies to staff its in-house call center with Spanish-speaking service representatives, which it calls sales advisors. A decade later, it became one of the first wave of e-tailers to develop a Spanish-language Web site, upholding its brand promise to deliver exceptional service to its entire customer base. As would be expected, the impetus for the launch of a Spanish-language version of the Crutchfield site was the firm’s Hispanic customer base. Sale advisors noted a growing number of Spanish-speaking callers who wanted to research and purchase products online, but faced a language barrier with Crutchfield’s
Retailers with stores in California, Florida and New York enjoy the greatest opportunity to capture a valuable share of the Hispanic market. But even though these metro areas feature high percentages of Hispanic consumers, they also are comprised of highly different groups of Hispanics. To serve this ethnic community at the local retail level—or the direct marketing level, for that matter—marketers need to dig deeper into demographic and lifestyle data by country of origin for households in specific geographic targets, posits a recent whitepaper, Breakthrough Merchandising for the Growing Hispanic Community. The whitepaper was developed by several experts at data solutions firm Acxiom Corp., including: