American based companies are now understanding the influence of the Hispanic consumer and are shifting more of their focus and marketing efforts to attract the Latin market.
The 2012 Nielson report suggests that “Hispanics are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total population.”
I often look to my own parents and family members to understand their marketing needs, and surprisingly, just as many studies show, they want to belong to a brand and feel like family. As consumers, they’re looking for someone they can trust and feel safe with when they do decide to spend money.
So what can you do to authentically engage the Latino community? Below are a few tips that will help you stay connected and overall gain market shares with the Hispanic consumer:
Hit the streets. Strong communities are part of the Hispanic culture, going out to the streets and being active on social media can help Hispanics have a personal connection to the brand and with those involved in the selling process.
Focus on web marketing. Hispanics are big “sharers” of information, and research shows that Latinos are the most digital savvy group (I know, very cool fact). Technology is a cultural enabler and Hispanics like to stay connected to their passions and their people. Technology has helped to keep that connection strong.
Keep it real. Remember to be consistent in your messaging about your product and brand, staying authentic to the Hispanic market can help them feel as if they belong and as if they are being treated as equals.
The opportunity to reach a much bigger audience is here now, and understanding the Hispanic culture can help you conquer a broad market share and help your brand succeed in a much larger spectrum.
What are some of your tips for reaching this emerging market?
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