As a media publisher serving the US Spanish-speaking community, I often hear from advertisers looking to better reach, or start reaching, the Hispanic market. Motivated by the American Latino purchasing power in excess of 1.3 trillion dollars, many attempt to do this by simply translating their English campaigns, but, as I’ve found, it nearly always requires more than that; it requires a true understanding of this community.
From my experience, I have observed certain keys that help companies succeed in marketing to the Grassroots Hispanic community. Though consistently overlooked, these keys are essential to the success of Hispanic marketing campaigns. They’ve helped men like Enrique Gonzalez (once undocumented), who was picking cotton and tomatoes across the border just a few years ago, overcome bureaucratic hurdles to import Hispanic-recognized products at affordable prices and expand his one Vallarta Supermarket to more than 25 California locations.
They are the same principles that have enabled Eric Castelblanco, a man who did not endure the drama of the Mexico-US border, understand the plight of undocumented and unprotected immigrants that are facing eviction. Taking this knowledge, he has become the legal champion of Hispanics with a well respected firm in Beverly Hills.
These insights also helped Francisco Salinas, along with his brothers, use their knowledge of the Hispanic demographic to successfully open three Salinas Tires locations in Spanish-dominant parts of Whittier Boulevard in Los Angeles. Their success can be attributed to providing exceptional customer experience down to every minor detail. This includes answering the phone in Spanish, which immediately gives their customers a sense of confidence and security.
The following principles are how these businesses, along with many others, have been successful in targeting the American Latino community:
These five simple principles, when applied to any business, lead to continued Hispanic marketing success. From American born entrepreneurs to immigrants who crossed the border in search of a better life. From those born with silver spoons to those starting with little or nothing. From big corporate companies, to small start-ups, these principles really can be applied to any business model in any industry. One thing is for certain, companies that are not employing these strategies have, and are, missing out on their Hispanic market share.
This article is part of ICIC’s Icons of Industry Growth series published in Huffington Post Small Business, highlighting the fastest-growing businesses located in America’s inner cities. Small business owners are invited to join these successful entrepreneurs in Boston on October 15-16th at the Inner City 100 Symposium, a premier management education and networking event featuring leading CEOs and Harvard Business School faculty. Learn more here.