Marketing More Effectively to the Hispanic Market

It’s no secret: The Hispanic market is significant—and continues to grow at a very fast rate. However, unless you are attuned to Latino language and cultural issues, you might miss opportunities to connect with the largest minority group in the United States. Below are some tips to make sure your Hispanic marketing efforts are on target.

• Avoid geographic/cultural stereotyping. Given the number of different Hispanic groups in the United States, it’s not wise to rely on one region’s cultural heritage. Seek a middle ground that allows you to appeal to Hispanics from the Caribbean, Mexico, Central America, and Latin America. For example, using images of ancient Aztec or Mayan art can really make for compelling design elements. But if some of your target audience is not Mexican, you’ll want to use another approach. Also, have your designers use mainstream design techniques as you would for non-Hispanic target audiences. There really isn’t a specific palette of colors for Hispanic readers or web surfers. Just use the best design elements in your arsenal to deliver the highest visual impact.
  
  
• Use a universal form of Spanish. Be sure not to rely on just one Hispanic group’s version of the Spanish language. Words and sentence structures can vary significantly and give away a certain cultural naiveté. However, there is a way to write and edit your Spanish-language content so that it is as meaningful as possible for all your Hispanic target audiences. For example, the word “car” varies from one Hispanic cultural group to another. Some say “coche” while others may say “carro.” The smartest choice is to use the most universal term “auto,” which everyone will understand (whether or not that’s their preference).
  
  
• Use an experienced Spanish translation or Spanish-language editorial service to translate and/or write your materials. There is a long and embarrassing history of organizations relying on less experienced Spanish-language translators to produce Spanish versions of their English-language materials. In the short run, it may save money, but in the long run it actually costs more because you lose credibility among the very same target group you hope to win over. Also, it’s not uncommon for translators without a Spanish journalism background to use very academic language in their translations. When this happens, you run a high risk of turning off the high percentage of Hispanic readers who need and deserve a more basic level of Spanish.
  
  
• Offer bilingual versions of your print and electronic materials. Savvy marketers and communicators know that distributing only Spanish-language versions of their materials is outdated. Today’s Hispanic market is comprised of many first- and second-generation Latinos who have lived here so long that they switch back and forth between BOTH Spanish and English. Fortunately, there are many cost-effective ways to make magazines, newsletters, and brochures bilingual.
  
  
  

One of A+ Media’s areas of expertise is Spanish-language editorial services. Find out more.