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Looking for a market that's growing exponentially, both in size and spending power? If you haven't already developed a strategy for winning over the Hispanic market, then consider that research from the Selig Center for Economic Growth estimates the purchasing power of Hispanics to mushroom to $1.5 trillion by 2015 — double the national rate for the past decade. And yet Hispanics continue to be underserved by companies, especially when it comes to direct marketing communications.
To tap into the potential of this rapidly expanding group — at 50.5 million, Hispanics now make up 16 percent of the U.S. population, up from 12.5 percent in 2000 — you need to educate yourself on the specifics of how to effectively reach, engage and motivate Hispanics with your direct marketing campaigns.
Here are two essential steps to marketing to U.S. Hispanics:
1. Speak the Right Language and Give the Appropriate Offer
There are three choices:
a. Use Spanish-language lists when mailing in Spanish.
b. Use English-language Hispanic-surname lists when mailing in English.
c. Use both types when using a bilingual piece.
The choice of Spanish-language generated vs. Hispanic-surname lists depends on what language you are mailing in.
Understand assimilation and acculturation and how it can affect your message. The difference is simple: Assimilation is about blending into an existing culture. Acculturation is about keeping your own identity, ethnicity and language. To market successfully to Hispanics, you need to focus on acculturation — the unique differences between your prospective markets.
Prior to printing, have your piece read by someone fluent in the nuances and idioms of the language. You want to use a "generic" Spanish because certain words or phrases are offensive or have a totally different meaning in various Spanish dialects or cultures.
Don't be surprised when your letter, brochure or other copy takes up an additional 30 percent of space when transliterated into Spanish. It takes more words to make a point in Spanish than it does in English.
Keep the offer simple: Hispanic immigrants come from countries in which direct mail is received on an extremely limited basis. They are not accustomed to the complicated offers used in the general market. What works for traditional "Anglo" direct marketers doesn't always work for Hispanics. You must make adjustments and refinements in your offer and perhaps even your product when appealing to a different culture.
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