How Advertisers Can Reach Hispanic Consumers – Sales-Fax News Reports on the Growing Trend of Brands Utilizing Hispanic Marketing

When wireless service provider U.S. Cellular recently announced that it had tapped its first Hispanic ad agency of record, Chicago based Lapiz, it joined the growing list of advertisers who have begun to make a more concentrated effort to reach the Hispanic consumer market

In a series of interviews with experts and leaders in Hispanic marketing, $ALE$-FAX NEWS explores why and how more and more brands are reaching out to this growing consumer group. According to Felipe Korzenny, Ph.D, Professor and Director of the Center for Hispanic Marketing Communication at Florida State University, it makes sense for marketers to court Hispanic consumers, who, as a group, are wealthier than most countries. “U.S. Hispanics have about one trillion dollars in spending money, about a 10th of the U.S. economy.”

Experts tell $ALE$-FAX NEWS that, while in its early days Hispanic marketing consisted of nothing more than ads translated to Spanish, it now constitutes an intricate and complicated technique of brand messaging. The difference between marketing to Hispanics and the general public is, according to Korzenny, one of understanding Hispanic values and culture. Though there is the danger of offending through oversimplifying and stereotyping.

No matter the strategy used by marketers and advertisers, all involved agree that Hispanic consumers offer a valuable customer base that make them one of the most demanded audiences to be reached by media and, of course, brands. –D.O.

###

Sales-Fax News
Mary Ann Cavlin
212 684-9735″

Leave a Reply