By Mayline Rodriguez | Point of View
Successful businesses understand that the customer is key, and marketing can play a pivotal role in your brand’s communication. It’s crucial to speak to the entirety of your customers, not simply for Hispanic Heritage Month, but all year round.
The U.S. Hispanic market is booming and, according to Adweek, buying power is expected to exceed $2.5 trillion in the next two years. The Hispanic community also makes up 33% of Arizona’s total population and 19.5% of the U.S. population. It’s important that when you consider your audience, you also consider if you’re reaching your Latino customers and having a forward-thinking point of view of how to grow in your industry.
For those looking to improve reach to your Hispanic audience with marketing and communication, these are tips from my experience working as a professional in Puerto Rico and as a lead in the U.S. Hispanic market.
If you’re looking to authentically reach the Hispanic market, then you must do your research. Our market is very culturally proud. Even if someone was born in the states, culture is passed amongst parents and children who embrace this as part of their upbringing. Understanding the nuances of our market is vital. We are Americans and proud, but we are also Puerto Rican, Cuban, Mexican, Dominicans, and there are 20 different countries that represent a melting pot of cultures within the US.
Plexus Worldwide translates this understanding of culture by creating content that supports traditional values, community, family and heritage. We’ve noticed our audience appreciates our attention to values and our sales match our efforts.
Communication, as you know, is key.
Did you know that 37% of millennials are very connected through social media and that 21% of the 75 million millennials in the U.S. are Hispanic? Hispanic Millennials represent the second largest ethnic group behind Caucasians, and Hispanics outnumber all other ethnicities combined. Conduct research into the age of your Hispanic market and tailor communication about this. All generations appreciate digital marketing and younger generations connect with Spanish-speaking content while boomers might lean toward news sites and email marketing.
One thing our customers have in common is heart. Family is the number one priority for the Hispanic community, alongside personal wellbeing. At Plexus Worldwide, we know that togetherness is important for our customers, so we provided a party for our US Hispanic customers at our 2024 Velocity Convention. After you have researched your customer base, you must act on this and show you care through events and opportunities to build community.
When you’re trying to connect with a new audience, constantly ask yourself, am I being authentic? Hispanics are warm and love to hug, but if you’re not a similar person and are trying too hard, you could come across as strange. Studies also show that customers do not care about perfection but prefer connection and authenticity from businesses. To be authentic, focus on a consistent voice, your brand story, and always be transparent. If you’re ever in doubt, listen to customer feedback.
Lastly, duality is an important word and has great meaning for the U.S. Hispanic community. For U.S. Hispanics, there is dual culture and dual language, so are you communicating in both Spanish and English? A Simmons Market Research survey shows that 19% of Hispanics speak only Spanish and 9% of Arizonians speak only Spanish.
The Hispanic market is growing every year so while your business is unique, you’re bound to find opportunities and an audience in this demographic. Be sure to do your research, be proficient in Hispanic culture, and always lead with your heart.
Editor’s Note: Mayline Rodriguez is the marketing & communications lead at Plexus Worldwide
