How To Market to 1st Generation Hispanics?

6/18/07- Hablamos Espanol? (Are we speaking Spanish?)

 

Targeting 1st generation Hispanics?  Well  speaking their language (literally) & understanding the Spanish/Latin marketplace, & the backgrounds of these Hispanics is crucial.  We’’ll say it again, cause it’s that important: Understanding backgrounds=crucial –--> muy importante. 

 

We’re going to take a look at some companies who got it right (trust us though, many firms are still learning).

 

Entonces (so), looking around, here are some qualities characterizing 1^st generation Hispanics.

1. New – everything here is new, plus it’s in a new language, not all of which they understand.  Know how you feel when you visit a foreign country…well same thing for these guys.
2. New- Reiterating this point- it’s important.
3. Cultural/Family- 1^st generation Hispanics are especially close to their Latin culture. Remember Latin culture in Latin America is tribal, thus family/friends are important.
4. Referrals Are Key!- Because of the tribal nature of Latin culture, brands which family/friends use who are already here, will be instantly accepted due to referral.
5. Money/Expense- Is it familiar?  Yes?  Well then money is generally little object, generally across the 1^st generation income spectrum.  Is it unfamiliar?  Well then money is an object.
6. Homesickness- Is it familiar? (Ahem....notice a theme?) 

Ah-ha!

 

So, it seems here…a few keys to getting in this market, can be gleaned from the above.

• Is it familiar? (new?)
• Is it in use or recommended by family/friends?
• If it’s familiar, then money matters less.
• If it’s not familiar, then money matters.

Okay, so, you need to get your product/items familiar to this 1^st generation culture.  How to do this?

Many ways, & we’ll take a look at some US-Based firms who are targeting 1^st generation Hispanics successfully.

• Cadbury Schweppes – Targeting Hispanics by matching Hispanic flavors & familiar brands (like Squirt)
• HEB Grocery Stores- Targeting Hispanics by devoting sections of its store to certain brands familiar to immigrants from back home.
• Red Bull-  Worked the free campaign angle & referral strategy, getting Hispanics to refer friends/family
• Pantene-  Ah, we have Pantene, in Latin America, and Pantene here.  It’s an instant brand association.