Hop Group Blog

Businesses and marketers in the United States are taking notice, as Hispanics continue to be the fastest growing segment of the population. Knowing that this opportunity exists is great but learning how to seize it is what will determine your company’s success. What good is being aware that droves of potential customers are out there if you don’t know how to find them? Whether you’re looking to get better results in the Hispanic market or still in the discovery stage to determine if pursuing this segment is right for your business, it’s important to understand the route to getting there.

As we’ve discussed in detail throughout this series, the Hispanic population in the United States is growing at a higher rate than any other segment in the country. Businesses need to devote a significant amount of their advertising efforts to this burgeoning market or they will have difficulty in reaching their sales goals and be in danger of drastically falling behind their competition. Sheer population numbers in themselves are not enough to warrant altering marketing budgets if they don’t contain viable prospects. However, in this case, Hispanics are not only a sizeable segment, but they also have the discretionary spend needed to command your attention.

There are numerous ways businesses can generate more interest and revenue from the Hispanic market in the United States. But to get the most bang for your buck, the key is tapping into Hispanic culture so you can focus on what matters to this segment the most. Hispanics living in the United States predominantly come from 21 different countries with a diverse set of backgrounds. Appealing to this wide range of people through your various campaigns is a daunting task. However, it can be done by concentrating on the handful of values that unite most Hispanics, no matter their country of origin: music, food and family.

When marketing to any potential customer, it’s important to determine what they truly value. Failing to do so will result in campaigns that fall short in grabbing attention or motivating the desired behavior. When it comes to the Hispanic market living in the United States, there are several common characteristics that your business should take into consideration when fashioning its advertising campaigns. If you want your product to be top of mind in the Hispanic community, it’s crucial that you integrate these commonalities to create the emotional connection needed to produce long-term loyalty to your brand.

There is no blanketed marketing approach that can fully connect with every segment of a diverse population. And nowhere is this more evident than when advertising to Hispanics. A lot of companies think that you can just translate your current campaign into Spanish and yippee, you’re done. However, your campaigns need to be strategically adapted to the Hispanic audience in order to align with your sales and marketing goals. Hispanics have very specific and unique characteristics in how they communicate. They want to feel connected to your messaging which goes well beyond a business merely employing translation. Here are three keys to consider:

The one thing that almost every business has in common with each other is that they’re constantly looking for ways to grow. Ways to beat last year’s numbers. And blow past the aggressive forecast. With each passing year it becomes exceedingly difficult to reach these growth goals, calling for companies to get more and more creative. But what if the answer to expanding your customer-base was simple? What if it was right under your nose? Well, it is. It’s the Hispanic market. Countless U.S. companies are neglecting this enormous portion of the populace when they set sail with their strategic marketing plan.

Marketers are spending most of their time discussing the importance of Hispanic millennial consumers more than any other thing. The focus on this group is meaningful since the Hispanic millennials are just about to unlock their purchasing power. In the wake of this revelation, marketers of various brands are forced to come up with appealing marketing strategies to attract a chunk of these super consumers.

Most English-speaking U.S Hispanics are bilingual. They often switch between languages or borrow English words and put them into Spanish, making Spanglish language. Hispanic communication is changing and with the growing number of speakers, they can no longer be ignored by marketers.

Hispanics are posting interesting statistics for marketers in the modern America. More than 17% of the American population constitutes Hispanics. Over the past year, the buying clout of these demographics has hit the $1 trillion mark. Unfortunately, some home improvement marketers still don't know how to engage this group of consumers. To engage these consumers, you need to understand the Hispanic culture values and their way of life.

The Hispanic population is becoming the driving force of the major industries in the US. The latest Nielsen report shows that they contribute about 56% of the total population. Furthermore, the number is bound to grow by 60% in the coming five years. The auto industry is the biggest beneficiary of the demographic shift. Studies show that 1 in every 4 cars sold is bought by this ethnic group.