What type of Hispanic marketing is your business doing?
In 2018, upwards of $50 billion will be spent by the Hispanic community on products, commodities and services in Texas alone. The Texas Tribune reports that, out of all states, the Hispanic community is growing the fastest in Texas, so why not get in on the action and broaden outreach towards Hispanics? If you are not doing any Hispanic marketing, you should consider the following:
The Hispanic Market in DFW
As of July 1, 2017, the US Census Bureau reported that in Dallas County, Hispanic or Latino citizens account for 40.2% of the county population. This is a huge share of the market! Companies who don’t try to engage directly with Hispanics risk losing out on hundreds of thousands of customers.
For companies who want to actively engage and advertise to the Hispanic community, there’s good news. When compared to non-Hispanics in the country, Hispanic consumers are more likely to both remember a product (33%H v 22% N/H according to the Hispanic Contractors Association) from advertising and to have responded to ads (30% v 15%).
In comparison to non-Hispanics, Latinos in DFW are definitely doing their research, and advertising helps them do it. In fact, even Google has shown through their research the greater effect that advertising within the Latino community. According to their findings, 61% of Hispanics made an in-store purchase as a result of seeing online advertising while researching their products, which is a huge difference of approximately 20% more than the general population.
Platforms Used by Hispanics
You may be thinking, “Okay Great. Marketing to Hispanics/Latinos is profitable, so let’s just translate our ads and let loose.” but let’s not be too hasty. First of all, it’s important to know your audience well. Knowing you both need and want to advertise and market to Hispanics is a great first step, but a company needs ads for Hispanics and not just Spanish language ads.
Companies who wish to enter the Hispanic market need to understand that just as much time, if not more, needs to be spent researching and targeting the Hispanic audience as they would spend on their traditional audience. For example, it’s important to understand which platforms are used by which Latinos.
Pew Research has shown that many foreign-born Latinos, who typically tend to be a part of the older Latino audience, receive most of their news via TV whereas most Hispanic Millennials receive their information via the internet, although the number of older Latinos using the internet for information is growing, having gone from 25 to 67%. The key to success here is having a strong online presence, specifically on Facebook, Youtube, Instagram and Snapchat. Pew Research also reports larger percentages of Hispanics are using those apps than non-Hispanics in 2018.
By positioning your brand in a place where you know Latinos are at, you can take your first steps towards reaching and connecting with the Hispanic market. To further connect with the Hispanic population in DFW, you have to understand the culture and make sure the message you’re trying to send is one they want to here.
Vaquero — Connecting you to the Hispanic Market
Our goal at Vaquero Advertising is to ensure that you’re able to reach Hispanics where they are. We’ll work with you to help define the direction your brand will take when marketing to Hispanics. We’ll help you get your message across efficiently and effectively.
Our team understands the needs, wants, and values of the Hispanic and Latino communities across DFW and we work to bridge these communities with companies who want to reach out to them. We offer a broad combination of creative design, digital marketing, advertisement consulting, and web development programs, as well as other traditional marketing and advertising techniques, geared towards improving company outreach to Hispanic market areas. We’ll help you go further than simply translating to Spanish, and help you develop custom content that is both culturally relevant and effective.
If you want to market to Hispanics then understanding their culture and community, as well as where they’re at and how they’re spending, is a must. Hispanic customers want to feel a connection with your brand, so let Vaquero be that connection. Collaborate with Vaquero today!