Why sell your services or products in Spanish?

Not only is Spanish the second most spoken language worldwide, and is the most commonly taught foreign language in the United States. Because of the Hispanic population living in the US now reaching millions, Spanish is recognized in many states at the government level.

The term Hispanic refers to a person of Latin American or Spanish culture or origin. As such, Hispanic does not refer to a racial group, but an ethnic category of people shares similar cultural traditions. Persons of Hispanic origin may be of any race, and come from different countries, yet the uniting factor is the Spanish language. Thus, bilingual marketing efforts in Spanish and English will continue to become more valuable for U.S. businesses over time.

The Department of Labor’s most recent Survey of Consumer Expenditures shows Hispanic households spent more on groceries, communications, and apparel than non-Hispanics. Also, Hispanics spend greater percentage of their money on housing and vehicle purchases, and they spend similar amounts as non-Hispanics on restaurants, household supplies and personal care. As such, Hispanics are a segment of the market that is worth targeting just as much if not more than other ethnic groups.

The 2006 American Community Survey shows that one out of every seven people who reside in the U.S. is of Hispanic origin. And this does not refer simply to those who have migrated from Spanish-speaking countries. In fact, three out of five Hispanics residing in the U.S. were born in the United States. According to the Pew Research Center in their April 2009 study, 22% of infants born in the U. S. are Hispanic. The statistics also show that approximately half of all U.S. immigrants are from Latin America.

Because of the high birth rate and increasing immigration, the Hispanic population is growing at a rate much faster than the total U.S. population, a trend anticipated to continue. Between 1990 and 2008, the Hispanic population has increased by 107% compared to 14% for the non-Hispanic population.

There are an estimated 44 million Hispanics in the U.S. as of 2009. This means the United States is home to the world’s fifth largest Hispanic population (trailing Mexico, Colombia, Spain and Argentina.) The US Hispanic population is projected to grow exponentially to over 100 million people by 2050, which will be approximately one quarter of the total U.S. population.

California is home to the largest population of Hispanics in the U.S., 13 million, one-third of the state's population, according to the U.S. Census Bureau. Therefore, California businesses are taking note of the economic influence of Hispanics by designing products, services and advertising that appeals to them. More than 50% of Latino adults respond best to advertising when it is presented in Spanish.

© Sofia E. Keck 2009 – sofia.keck@sellitinspanish.com

The Hispanic Market in Today’s Economy

Now more than ever Hispanics represent an influential force in the United States. The Hispanic presence in America can no longer be ignored. With millions in purchasing power Hispanic consumers have become not an alternative market, but a primary source of business. As Hispanics have experienced American culture, the U.S. has also absorbed new cultural patterns from Latinos, creating an environment of cultural exchange and cross-cultural marketing.

Hispanic marketing has become a must since general marketing efforts lack cultural relevance and are less effective for today’s diverse array of consumers. Hispanics are buying. The question is: who is effectively inviting them to buy?

It is important to know the difference between selling and inviting to buy. The latter has long term benefits that can be seen in many aspects such as customer loyalty. Businesses that are aware of this difference and proactive in their Hispanic marketing efforts are ahead of the curve and will generate more business even during these tough economic times.

The participation of Hispanics in today’s economy has become vital for the growth of America. From hard working illegal immigrants to successful Hispanic CEOs, Hispanics represent one of the major driving forces of economic success for millions of people in and out of the U.S.

In 2008 we witnessed the making of history with Barack Obama as the first African American U.S. President and Hillary Clinton as the first female presidential candidate. It might not be long to have a Hispanic president of the U.S. Sotomayor’s appointment to the Supreme Court is proof of Hispanic participation and importance in the United States.

My involvement in the Hispanic community allows me to see the potential and progress of our people, and how we make a difference in America. Struggle is always present in our lives and our journey is not easy. But our hard work has allowed us to build a pathway to our culture and gain respect in what was once a foreign land, which has become our home away from home.

I am fascinated with the opportunities that are out there not only for Hispanics but for those who are interested in our community. I am the founder and organizer of a professional group call “Hispanics Mean Business” and it is always a pleasant surprise when a new member registers that is not Hispanic.

Hispanic culture is rich in many aspects. Millions of non-Hispanics become part of our community every day by doing business with us, eating Spanish food, learning Spanish language or by “trying” to dance salsa! The important thing to know is that we are an elemental part of the whole enchilada that makes the world go around and that defines the U.S. as the land of the free and the home of the brave.

The Hispanic market is open for business; we are not only consumers but providers. Our powerful community is built upon values of perseverance and survival, our dreams are our goals and we stay strong.

To understand the Hispanic market takes time and effort but it is necessary in order to gain a successful presence within this community. Businesses that do not market effectively to Hispanics are losing money by not taking advantage of a healthy and wealthy market that is only getting bigger and better.

© Sofia E. Keck 2009 – sofia.keck@sellitinspanish.com

Effective Promotions to Hispanics - How to Craft Them

When marketing to Hispanics it is important to keep the offer simple. The offer should be so simple that the value of it is obvious, making it almost impossible to question. Your call to action should also be simple, “call now” tends to produce positive results but if for you “now” does not mean 24/7 you might want to come up with something else since callers may not call twice if your representatives don’t pick up, and that would be a lost sale.

It is recommended to focus on one offer at a time to highlight the value of it. A fantastic offer can stand alone and does not need sub-offers to sound appealing. Remember the offer has to be simple and the more you talk about it the less simple it gets. Multiple promotional offers at one time tend to be confusing.
Another important aspect of a great offer to Hispanics is to try to make it unconditional. An offer such as “Get 20% discount on your first purchase over $50” may not sound inviting since what you are saying is: we will give you the discount if you give first.

Hispanics know that there is no such thing as a “free lunch” so probably the majority of them assume that there is a catch. The purpose of your offer is to invite them to come into the store to find out what the catch is. Take into account that a simple offer should carry a simple catch in order not to be viewed as a rip-off.

Hispanics respond to a broad range of offers, particularly those that are family-related. It is up to you or your marketer to find a strategic way to make your product or service family-related.

This does not mean that every offer has to talk about family in order to be relevant to Hispanics, but try to present the value of your offer as something that benefits more than one person even if the service or product is meant to be used only once or by one individual at a time.

Even though Hispanics like to shop and purchase the latest trends they are careful about their expenses. Having the opportunity of investing their money in something that brings value to others besides themselves makes an offer more inviting to Hispanics.

Before putting your next offer out there for the Hispanic market, take some time to evaluate the content of it. Generic offers do not apply to non-generic markets.