Business Fit Magazine November 2018 Issue 2 | Page 8

Business
but you don’t have to be one to succeed. We
are different, and it takes a different approach
to sell to us. But again, you don’t have to be an
expert; you just need to know one.
So what are the most important things to know
to start marketing to this community? To reach
us, it’s important to understand our behaviour.
For example, our media consumption and
buying behaviour vary significantly compared
to other minorities such as Asian Americans
and African Americans:
When it comes
to the Hispanic
community,
there’s plenty
of money that’s
being lost in
translation
• We prefer to shop in our native language
online.
• We are creating new businesses faster than
other demographics.
• We appreciate bilingual packaging.
• We are the most avid radio listeners.
• We love our smartphones and spend the
most time on them over other devices.
• We use our phones for scanning QR codes as
much as we do for social media.
• The top three most appreciated apps for us
are dating/personal ads, college courses and
music.
• We are adjusting our shopping behaviours
to large basket sizes, looking for familysize/
volume packaging in our shopping.
We also have distinct cultural values which
vary significantly from Anglos. I call these the
Hispanic “hot buttons.” They include:
If you spend time researching the Hispanic
market for your offering, chances are the
results may surprise and inspire you! You may
even find your ideal audience.
Sound good?
Here are some first steps:
• Designate a budget for Hispanic marketing
that’s in proportion to the size of your
enterprise, just like the big retailers do.
• Include a line item to hire an experienced,
knowledgeable Hispanic marketing consultant
who can help create and implement a strategy
for you.
• Monitor your sales and progress and adjust
your strategy as need be.
Experiment with what works best in different
geographic areas. Remember that knowing
how to market to Hispanics and doing it
well (and maybe even first!) can give you an
invaluable edge over your competitors. Speak
to us and we will speak back—in brand loyalty,
increased sales and new markets around the
world!
• Family. We are close and rely on the opinions
of our family members to assist with buying
decisions.
• Food. We have a sense of pride and joy in our
special recipes and flavours. Food is central to
our special events.
• Celebration. We get together regularly to
celebrate family accomplishments.
• Faith. We believe deeply in the divine and
divine intervention in life.
• Brand Loyalty. We tend to stick with the tried
and true.
8
The good
news is that
reaching us is
easier than
you think
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