How to Engage with Hispanic Consumers – Abridged (Tweets from “Me Entiendes?”)

Hispanics are quickly becoming the fastest growing consumer group in the U.S., challenging marketers and demographers to take a fresh look at how to best connect with this audience. Today Communispace presented a webinar revealing new research on how marketers and brands can engage Hispanic consumers.

While we’ll have a video recording available for download soon, the tweets and retweets from our team and the attendees crystallized a lot of the learnings and provide a point-by-point review of how marketers can approach engaging with Hispanic audiences.

Here’s a tweet by tweet transcript of the spiciest insights:

The Hispanic Market in the United States

  • The notion of a general Hispanic market in the US less relevant than it once was.
  • US Hispanics are more multicultural, more bilingual, and more immersed in American mainstream culture than ever before …
  • … meanwhile, American culture is moving more towards Hispanic culture
  • For marketing & branding, this means that biculturalism – not assimilation – is a force in how Hispanics self-identify.

Demographics

  • Race and ethnic background are buckets of convenience created by marketers, not always how Latinos describe themselves
  • Country of origin and national pride remains a relevant way to target to and resonate with Latino identity
  • Huge no-no for marketers: stereotyping Hispanics as all being Mexican

The Question of Spanish Language in Hispanic Marketing

  • Don’t assume Spanish is the way to reach Latino customers
  • Poor marketing translations from English to Spanish will immediately turn off Hispanic consumers
  • English vs. Spanish for Latino marketing – get it right, or don’t do it at all
  • Brands building market research communities to engage Latinos should consider English-language communities
  • English is sometimes preferable to Hispanic consumers, as in the case of retail coupons, where Spanish can complicate checkout

Engaging Hispanic Consumers

  • Warmer connections (family, entertainment) more of an opportunity to use Spanish in marketing to Hispanics than business situations
  • The Hispanic market is hugely diverse. If you can’t micro-target accurately to different segments…
  • … find evidence of common ground and build on shared contexts to connect w/ Hispanic consumers broadly

Hispanic Marketing Takeaways

#1: If people identify as Hispanic, they’re Hispanic

#2: Capitalize on commonalities (family, values, etc) to connect with a broad range of consumers.

#3: Use Spanish SELECTIVELY

#4: Micro-market whenever possible to leverage broad diversity of Latino consumers

#5: Maintain a constant – and deliberate – connection in an ongoing dialogue

Out of everything that was presented, one thing was clear: numbers are not enough to truly understand the Hispanic consumer – deeper insights and conversation are crucial.

We’ll upload a recording of the webinar and make it available, so check back soon. In the meantime, please download our research paper Me Entiendes?: Revisiting Acculturation.

To learn more about how your brand can use private online communities to connect with Hispanic consumers, contact us.

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4 thoughts on “How to Engage with Hispanic Consumers – Abridged (Tweets from “Me Entiendes?”)

  1. Wow, a REAL post that actually has REAL and TANGIBLE information about the Latino/Hispanic market. Excellent information.

    I would also add that the current social media space is very well-represented by Latino influentials in organizations such as LATISM, BEING LATINO, LATINO REBELS, LATINO LIT, VOZ LATINA, VIVIR LATINO, NEWS TACO, HISPANICALLY SPEAKING, and so many others.

    Glad I came across this tonight.

    Saludos,
    Julio

  2. !!Wonderful!! !!Wonderful!! information and insight. This is very valuable info. to use for proposals and presentations. KUDOS!! to you.

    Ruben Gonzalez
    OLE Advertising, Inc.

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