Hispanic Marketing

Knowing how to marketing to this fast growing market segment, which is estimated to grow to $1 trillion by 2008, is no longer just a “nice” skill to have, it is now a must. Many people make the mistake of equating marketing to translations. In fact, this market is quite diverse. It is broken up by different levels of acculturation, education, age and economics. There are 3 generations of Hispanics in the U.S.: born in the U.S., raised in the U.S. and raised outside the U.S.

Everything is not “fiestas” and bright colored streamers. Proper ad copy consists of a clear message that speaks of economic value (low rent /specials), safety and family.  Hispanics renters tend to live in worker or family groups. It is also important to convey the image of a drug free environment because Hispanics will distance themselves from communities where law enforcement shows up frequently. Translations should not contain slang or colloquialisms.