Hispanic marketing & trends

How To Run A Successful Hispanic Marketing Campaign

Published 21 May 07 01:15 PM | admin 
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5/21/07 – So you wanna market to Hispanics.  Right.  (Great move I might add...)  Well let's help you do it right:

 

The Numbers:

 

Hispanic television and print advertising captures only 3.2% of total advertising according to TNS Media Intelligence Figures.  And while these numbers are rising, 15% a year according to Nielsen Media, when you consider it’s growing off of 3.2%…that’s pretty minimal growth.  Hispanics make up almost 15% of the current U.S. Population…not counting the undocumented (& that’s another story…).  And Hispanics are expected to reach 25% by 2050 of the U.S. population. According to the chairman for the Oklahoma Hisp. Chamber of Commerce, Hispanics are the 9th largest world economy.

 

Will Your Campaign Work?

 

Ah, well there’s the rub- and the 50 million dollar question.  If I could answer that…oh but I can…(answer follows)…

 

Hispanic marketing worked for Procter & Gamble… with their Secret body spray.  And Clorox has discovered Hispanics prefer some of its products over others.  On the other hand, Fisher Price dropped its Spanish language tv campaign in 2005.   

 

Answer & Solutions:

  1. Try and be willing to make mistakes- Marketing to the Hispanic population is a relatively new phenomenon.  And with a lot of corporate firms, there is a learning curve. 
  • Secret body spray worked for Procter & Gamble-  but only after they discovered that scented products were preferred by Hispanic female consumers. 
  • Clorox learned that Hispanics really like some of its products (like liquid bleach) but aren’t really interested in others (like KC Masterpiece barbeque sauce).

    2. Spend time getting to know the market

  • The companies above didn’t learn these Hispanic customer insights from one day to the next, it took time…effort and mistakes!

   3.  Don’t underestimate cultural knowledge

  • Market research- Ah…just a little bit of market research can go a lo-ong way.                  

For ex. When are Hispanic paydays?  Are Hispanics really that interested in fat-free products?  What cartoons are Hispanic kids watching.  Do Hispanics eat more fast food than others?  When does the typical Hispanic work day end...etc. and etc.

 

Just a little work, and it’ll make that campaign all the more successful.  You will spend less money, more effectively, and your measuring tools will show excellent results.

 

-La Marketer

Comments

# Linda said on May 23, 2007 1:35 PM:

Another item to consider is what audience are you looking for?  Middle income or low-income hispanics?  Or newly arrived immigrants.  All of these different segments are different & can't be appealed to the same way.

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