Hispanic marketing & trends

Hispanic Segments: 1 Country At Least 10 Different Hispanic Segments- Who Are You Marketing To?

Published 16 June 07 11:53 AM | admin 
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6/17/07-1 country, lots of different Hispanics. 

So when we talk Hispanic marketing, which group exactly are you marketing to?  Below are my informal groupings of Hispanics living in the US from my own experiences as a 4th Generation Hispanic.

Which group are you really targeting? 

-My friend Sandra:  Western Union money to Latin America; watch Don Francisco on Saturday nights 

-My friend Laura: Watch novelas, but love the Red Hot Chili Peppers 

-My friend Kathy: Novela watchers who listen only to RBD or Luis Miguel 

-My cousin Dennis: Have Hispanic last names, but mostly Anglo-ized, i.e. don't speak Spanish. 

-Me and my friends: Hispanics who have their college degrees, & drive import cars, integrated & undistinguishable from general population groups.  

-etc. and etc.!

Lots of choices, no?

YOUNGER GENERATION

 

Spanish Speaking only

1st Generation

English & Spanish Speaking

1st Generation                

English & Spanish Speaking

2nd/3rd/4th etc. Gen. Hispanics

English Speaking only

2nd/3rd/4th etc. Gen.

 

 

OLDER GENERATION

 

Spanish Speaking only

1st Gen.

English & Spanish Speaking

1st Gen.; Comfortable in Anglo culture         

English & Spanish Speaking

1st Gen.; More Comfortable in Latin culture    

English Speaking only

2nd/3rd/4th etc. Gen.

 

 

FAMILIES

 

Spanish at Home only                                  

Watch Spanish-Language programming

Spanish & English at Home                           

Watch Mixed programming, but mainly 1 language over other

English at Home only                                    

Watch only English programming

So when we talk "Hispanic Marketing", we really have so very many groups within the term.

Each group has different needs and responds uniquely to the marketplace.  Stay tuned, I’ll chat more about it coming up.

 

-La Marketer

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Comments

# Ruben Avila said on June 19, 2007 12:07 PM:

Very interesting topic, to bad no one else has commented.  I was just surfing around and came upon this.

I agree that as a marketer, you really do have to differentiate between the segments inside the Hispanic Market.

AND what I like to breakdown even further are the psychographics.  What are the preferences and uses of:  

TV, music, NFL team--in other words Dallas Cowboys fan OR other, food, cars, Catholic or Christian?

I CANNOT WAIT for the next census to be published--licking my chops because los blanquitos are going to throw all that "black" ad dollars para aca!!!!

# La Marketer said on June 20, 2007 11:09 AM:

Yeah I agree with the further breakdown.  In fact that is the best part in some respects.  I was going to write about more of the breakdown...but then the article just got longer and longer, but I will definitely talk about some of those topics soon.

It's true though also for the next census, it is very eagerly anticipated.  And I also bet alot of dollars will be shifted to targeting the Hispanic community.

I really see this as a great time to get in on Hispanic marketing for anyone, because this is the early stage, and there is exponential growth yet to happen in the years to come.  Mark my words.  

# La Marketer said on June 20, 2007 11:33 AM:

FYI: I just found this-

According to a recent study, advertising growth within the Hispanic population will outpace the general market by 2010.

# Raul said on August 23, 2007 11:58 AM:

I just found out about your blog and particularly enjoyed this post. I like the breakdown and the examples about your friends -great way to make the point!

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