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Marketing to Hispanics
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Article 5: General Market Observations
Although it can be dangerous to make sweeping generalizations about any market segment, marketers have identified some general characteristics that are common in the Hispanic market as a whole. These can all be boiled down to one concept: culture.
“The most important message for marketers who want to reach Hispanics is the cultural message,” says Cici Rojas, vice president with the U.S. Hispanic Chamber of Commerce. “You don’t necessarily have to reach them in their language, but you have to get the cultural message right.
“European immigrants tend to lose much of their cultural identity after the second or third generation, but not Hispanics,” says Rojas.
Although Hispanic immigrants from different countries have unique characteristics that should be considered when segmenting your market, they share much in common as well. The following traits are common among most Hispanics:
Importance of family — Most Hispanics are extremely family oriented, so marketing strategies and campaigns with family themes are generally appealing to them. These bonds extend beyond the nuclear family to include multiple generations and extended family as well. An example is Honda’s use of the Accord sedan, rather than coupe, in its ads targeted to Hispanics. Group orientation — “Most Hispanics’ world revolves around social gatherings in large groups of family and friends,” says Steven Little, a small-business growth expert who specializes in the Hispanic market. “As a marketer, try to think of ways you can help foster that.” Loyalty — Hispanics are well known for their loyalty — to family and friends, community and neighbors, of course, but also to companies that reach out to them. “Hispanics make most purchasing decisions based on relationships,” says Rojas, “and women control most of the family purchases.”
Speaking the language can go a long way toward helping build this loyalty. “There’s a dramatic appreciation among Hispanics for companies that try to do business with them in their own language,” says Little. “It tells them that you welcome them. It’s easy to learn enough basic Spanish to conduct some of your business in Spanish if you want to really set yourself apart.” Appreciation of humor — Playful teasing that might be insulting in some cultures is often considered endearing in Hispanic cultures. Keep this in mind as you plan marketing and advertising strategies and campaigns.
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