|When you decide to market to the Hispanic market, one of your first questions will be, “What kind of advertising should I implement?” It is a question that is probably the most important and also the most difficult to answer.|
As an expert in the Hispanic market, I know what you will want to hear. I know you want the Seven Rules to Great Hispanic Marketing. The reality though, what my answer to you will be, is that “it depends.” That is the short answer. How you should advertise depends on many factors. What you know is key, and what you don’t know can be hazardous to your business. If you want the long answer, keep reading.
Rule 1: Know Your Market
The analysis will provide us with the composition of his Hispanic Market. Armed with that information we can plan accordingly and create recommendations on the appropriate mix of media and media placement (i.e. soccer game banners).
When it came time to spend money, this general manager stopped there. We presented our recommendations and he implemented 30 percent of our plan. The quick and cheap route.
The dealership placed advertisements in all area newspapers (non-Hispanic and Hispanic targeted alike), presenting the advertisements in both languages.
What is most important is that in both of these implementations, the dealership did not translate; instead, they “Transcreated”.
Rule 2: Never Translate
It is not sufficient to translate your message; you must recreate your message in the Spanish language and in a manner appropriate to the cultures of your Hispanic Market.
That dealership in the second scenario also encourages the salespeople and managers to be involved in their communities. When you visit the store you can quickly tell that people just “click” and there is comfort in both languages. In the end, this dealership has been very successful at capturing both the Hispanic and non-Hispanic market in their area market. I shouldn’t have to tell you who “owns” that area market.
In our two scenarios, what it boils down to is simply this: how much do you really believe in the Hispanic market?
Rule 3: Believe in the Hispanic Market
When you go after the Hispanic market and begin to think about your advertising budget, think about the market as being the main source of customers to you and then ask yourself “How much is that worth?”
Once you begin, you must make sure that all of your employees know and understand your advertising. Explain to them how they are a part of the advertising. Until the customer buys, what you are advertising is your store.
Rule 4: Spend the Money
The fasting growing market in the United States is the Hispanic market, a market valued at more than a billion dollars that consistently surpasses projections. If you think you can go cheap with media and that a “Se Habla Español” sign is sufficient at capturing your share of a billion dollar market, think again.
Rule 5: Define Your Message
When there is failure, we may be quick to blame the advertising firm, but we must deliver on rules one through five in conjunction with a defined message. Only then can you get to Rule 7.
Rule 6: Exercise Consistency
Hispanics like to visit the store first, get to know the place and then buy. Keep in mind that the “visiting” of your store can be done in ways other than physically stepping inside your showroom. It may be done virtually through your Web site, or by telephone. Regardless of whether they physically visit your store, browse your Web site or place a telephone call, they must feel the same welcoming and friendly environment. They must receive the same consistent message
Rule 7: Measure and Capitalize
Vol 5, Issue 9