Reaching the Hispanic Market

As the Hispanic vote was highly profiled in the recent elections, it makes me wonder if people understand the complexity of this demographic.

Here in Southern Nevada we have a nearly 30 percent Hispanic community, the majority are of Mexican descent followed by Puerto Rican then Cuban, but we also have Salvadorians, Guatemalans and Dominicans, etc. Not all of them speak Spanish and not all of them speak English, so there is not just one way to market to everyone.

I have personally seen public relations agencies simply translate their material and call it a Hispanic campaign. Others think having their campaign featured on Spanish-Language television will do the trick, but with so many Hispanics in the service industry working various shifts it's a given that many Hispanics simply won’t see your campaign and not everyone watches Spanish-language stations.

In fact, like most American's, Hispanics need to be targeted in a variety of ways. For example, did you know that Hispanics use their mobile phone for internet access more than any other groups, 48%? Studies show they are more receptive to digital advertising than any other group.

I could go on, but I need to stop blogging and start working. The fact is, we're not just loads of fun, we're trendy too! So to those agencies that think simply translating your releases is going to cut it, think again, make more of an effort be creative. While you’re at it look at your own team and see if your offices reflect the diversity of this town.

As the Hispanic vote was highly profiled in the recent elections, it makes me wonder if people understand the complexity of this demographic.