 |
 |
|
 Print Friendly
 Email to Friend
|
|
Marketing to Hispanics
|
|
|
Article 3: Targeting The Market
If you don’t have a strategy for marketing to Hispanics, you could be passing up a significant segment of the U.S. population. But how do you reach the Hispanic market?
“The first step is to look at this market with fresh eyes,” says Steven Little, a small-business growth expert who specializes in the Hispanic market. “There are a lot of stereotypes and generalizations made about Hispanics that no longer apply, and these can be hard to break. It’s very difficult, if not impossible, to talk about this market in general terms.”
“There’s not one ‘Hispanic’ market any more than there is one ‘men’s’ market,” concurs Kelly McDonald, president of McDonald Marketing and an expert who speaks frequently on the topic of marketing to Hispanics.
Segmenting the market can be done in several different ways. The most logical is by county of origin: Mexico, Central and South America, Puerto Rico, Cuba, the Dominican Republic, etc. In fact, most Hispanics have a stronger identification with, and prefer to identify themselves by, their country of origin, rather than referring to themselves as “Hispanics” or “Latinos.”
But even within these country of origin segments, there are important sub-segments, says Little. “In the same way that you might market differently to customers in California and New England, you should market differently to immigrants from different parts of Mexico. Cultures, food, clothing — they’re all different, just like they are here.”
The upshot? Smart marketers who want to reach Hispanics effectively take the concept of target marketing several layers deep. “In most of this country, most Hispanics will be from Mexico,” says Little, but don’t stop there — dig deeper in your segmenting efforts to more narrowly define your target audience.
|
|
|
|
|
|
|
|
|
|
|
|
|
Print Friendly
Email to Friend
|
|
|
 |
|
|
Marketing to Hispanics
|
 |
|
|
 |
| Select an online seminar from the Success Skills Archives:
|
|
|
 |
|
|
If you liked this topic, check out these related Success Skills Seminars:
|
|
