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Marketing to Hispanics
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Article 8: Examples Of Hispanic Marketing
A number of major U.S. businesses are making strong inroads into the Hispanic market and setting the bar for marketing to Hispanics. A few examples:
H&R Block now has more than 4,000 Hispanic tax preparers across the country and has aired a number of Spanish language TV commercials. Toyota has produced television commercials that focus on Hispanic cultural insights, not just the Spanish language. In one for the Toyota Tundra pickup truck, a pregnant wife complains that “the avocados here don’t taste like anything — I miss my grandmother’s avocados.” Her husband then drives to Mexico, uproots an avocado tree and brings it back to her.
The insights: The food tastes better in Mexico, and a real man pampers his wife.
Hallmark cards has created a line of greeting cards that celebrate Hispanic holidays and even use Spanish slang. The National Football League’s Web site is available in Spanish, and the first regular season NFL game ever played outside the U.S. took place this fall when more than 103,000 fans (an NFL regular season record) packed Azteca Stadium in Mexico City, Mexico to watch the Arizona Cardinals play the San Francisco 49ers.
Also consider the growing impact of the Hispanic media, such as the following:
“Hispanics Today,” produced by the U.S. Hispanic Chamber of Commerce, is the first national TV show highlighting issues impacting the Hispanic community. It is now airing in nearly 100 markets nationwide. Latina magazine reaches 1.7 million bi-cultural readers every month. Univision is the leading Spanish language media company serving the U.S. Hispanic population. The company produces programming for TV, radio, the recording industry and the Internet. Hispanic Trends magazine and its online companion, Hispaniconline.com, are leading sources of news, features and information for Hispanic business owners and entrepreneurs.
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