Reaching the Hispanic Market
Given that Hispanics are such a diverse group, assuming one-size-fits all approach would be quite inaccurate.
Yet, this is precisely what happens when marketers implement the Total Market Approach.
Clearly what the total market approach states is that the general non-minority population embodies the general market (largest) and that minority groups are subgroups of the general market.
Therefore, implementing the total market would generate the largest amount of reach and visibility.
This made sense some time ago but in 2018 the general market is the multicultural market and as such has blended together as part of a larger and more complex segment. So to follow the total market strategy would miss the most important factor in reaching them: cultural awareness.
It is assumed that the large part of the 2nd generation Hispanics are largely acculturated and bilingual and that have embodied American customs. Nothing could be more further from the truth.
Although US- born Hispanics and fully bilingual and acculturated , their family influence and that of their peers, keeps them connected with their Latino culture and Hispanic heritage. Therefore,
- language
- family
- culture is very important in the Latino community.
This is where I try to fill the gap, cultural awareness and cultural relevancy in ads or copy is important to them. It resonates with them, it informs them, and helps them research more into the product or service in order to complete the purchase. Additionally, when copy is translated not only in Spanish but also that relates to their cultural background and identity, you have a winning combination.
Translating copy to Spanish alone won’t do. There are many Spanish words that culturally speaking take on other meaning or are even offensive .
This cultural relevancy is done by not clustering them as “Hispanic” but rather accentuating the group’s diversity by avoiding stereotypes and cultural inaccuracies .
This connection to their heritage is something they are proud of and that they don’t shy away from and as a Latina myself, and one that does not shy away from it, I do translations to keep my connection with our culture and identity alive.
As a translator specializing in the Hispanic market, I adapt these cultural differences within the translations and tailor the copy to them by using cross- cultural and localization techniques, and as a result conveying a message that is easily understood and can respond to favorably.
What makes this group so inviting to marketers is that they are young, with large disposable incomes, tech-savvy, and highly involved in social media.
- As a result, brands that cater to this cultural difference in their advertising copy are more likely to have brand loyalty and awareness by the Hispanic consumer.
- They use the internet to research the product product prior to buying it.
- Hispanics tend to engage in and are more active in social media than any other group combined and are largely influenced by social media in their purchases.
It is 2018 and although I wrote about how to reach the Hispanic Market in an earlier post, Hispanics still remain a large untapped market projected to grow to 10.6 million in 2050, its growth is not due to immigration but rather a growth in the US born Hispanic population. So their number in the marketplace is substantial for marketers to take note.
I work with market research companies who struggle with marketers trying to tap the Hispanic market and would like to position a product or service to this highly under serviced and untapped market.
Would you like to know more? Hire me for for your web content, articles, or translations targeted to your Hispanic audience. I could help you translate or write your copy and begin attracting more visitors to your website and converting them into buyers. You may contact us at teresacuervo@teresacuervo.com.