How to Market When Everyone is Hispanic

“Leave your preconceived notions about Hispanic marketing outside the city limits of Laredo, Texas. English-language spots run on Spanish-language radio. Spanish-language ads appear in English-language newspapers and local businesses actively market to customers in Mexico, on the other side of the border. The Webb County city of some 200,000 is 94 percent Hispanic, as of the 2000 Census, but a the majority of advertising by local marketers is in English.

“It creates a lot of confusion for a lot of people who are not familiar with the market,” says Luis Villarreal, a native of Laredo and radio consultant. Villarreal wears many hats, including marketing consultant to a car dealership, which is one of the largest local advertisers….”

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