Wednesday, May 26th, 2010
Posted originally on May 26th, 2010, by BurrellesLuce Insider
by Colleen Flood*
Hola, como estan todos? Es un placer de estar aqui. Estan todos disfrutando la conferencia?
This is similiar to how David Henry, founder and president of Telenoticias and co-author of Hispanic Marketing and Public Relations: Understanding and Targeting America’s Largest Minority, started the session “A Sleeping Giant” at the PRSA Counselors Academy Conference, which BurrellesLuce sponsored, this past weekend. Henry switched back to communicating in English and asked if we understood what he had just said. Only one or two hands went up in the group. He then related this to what Hispanics understand when they are marketed to in English.
The current marketplace in the U.S. is comprised of a diverse group. There has been boom over the past few years and by 2050, it is estimated that 30 percent of the population will be Hispanic. This is a population with a purchasing power that is progressing 50 percent faster than non-Hispanic groups. (In fact, BurrellesLuce first began writing about these trends in a 2007 newsletter entitled, “Top Five Tips for Reaching the Growing Hispanic Market.”)
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Tags: culture, Demographics, Hispanic, HispanicPR, language, Latino, public relations, Spanish
Posted in Buying power, Demographics, Hispanic, Hispanic marketing, HispanicPR, Latino, Multicultural, Spanish, census bureau, culture, language, public relations | 3 Comments »
Wednesday, February 24th, 2010
Every year, there are a few occasions that seem to offer easy opportunities to connect with Hispanics, such as Cinco de Mayo, Three Kings’ Day or Hispanic Heritage Month. Advertisers new to the Hispanic market might think they can win new customers by appearing at cultural events or doing Spanish-language promotions around these occasions.
However, without a solid Hispanic marketing plan, promotions at cultural events are unlikely to win Hispanic consumers’ long-term loyalty. A company needs to be committed to Hispanic marketing before planning a Cinco de Mayo event. Otherwise, such promotions will likely be seen as either meaningless or opportunistic.
Although there’s no magic formula for success with Hispanics, there are a few criteria by which one can assess if a company has committed itself to the Hispanic market. Companies that have met all of these criteria are much more likely to find long-term success with Hispanic customers.
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Tags: AHAA, Best Buy, Cinco de Mayo, Hispanic, Hispanic Heritage Month, Hispanic marketing, HispanicPR, Kraft, language, Miller Coors, public relations, Sears, translation
Posted in AHAA, Best Buy, Cinco de Mayo, Hispanic, Hispanic Heritage Month, Hispanic marketing, HispanicPR, Kraft, Miller Coors, Sears, Spanish, language, translation | 25 Comments »