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Valuable Tips for Brands to Engage in Hispanic market successfully
It is time that brand marketers take Hispanic consumers seriously, especially their trend setting and buying power. Currently, it represents 16.7% US population with buying power expected to reach $1.5 trillion in 2015.
According to 2010 US census, one in three newborn babies will be Latino by 2015. Companies that are seriously committed towards Hispanic sector have understood that more success will be attained, if the brands approach will be related to Hispanic culture.
Winning the Hispanic sector will need genuine commitment to heal their identity crisis regularly fanned by politicians and brands. The community is misunderstood and misrepresented, which needs to be resolved first.
Valuable tips for marketers to engage Hispanic community successfully
Tip 1 - Understand what the strength of Hispanics community is and try to strengthen that feeling.
Hispanics are similar to other consumer group, but their cultural frame greatly influences their individuality and ways to connect with brand platforms. The brand messaging must be motivated less by language, but more by desire to engage with those vital culture and emotions.
Tip 2 - Only when you are mentally prepared to convert sarcasm to possibilities begin your journey of unlocking Hispanic market.
The Latino community is tired of brands interested in selling instead of empowering their cultural connectivity. They are more inclined towards building trustworthy relationships with brands that take time to understand their morality and cultural relevancy. Hispanic market research has to be done properly, which takes some time, but remember that it is a long-term strategic investment.
Tip 3 - Stop imitating someone else’s Hispanic marketing strategy, but create your own.
Brands differ, so focus on sketching a most genuine approach. Your products characteristics must align with Hispanic consumer identity.
Tip 4 - Empower Hispanic market with their cultural values and set your brand in favor of those ideals consistently.
Hispanic cultural values control their expectations from brands. Instead of translating English campaigns into Spanish, develop messages that strengthen their culture and identity. Prove to the Latinos that you are aware of their needs. Ultimately, they will turn into your brand preacher.
Tip 5 -Sort out your approach towards Hispanic market by genuinely connecting with a forgiving but not forgetful Hispanic consumer base.
Hispanic consumers desire to connect with a trusted brand that makes them feel esteemed. They wish to evolve with a brand name that gives their life significance and meaning. In short, it becomes consumer’s best friend. Make a genuine effort and try to become an integral part of their culture. This will help to strengthen a consumer segment’s identity in US, which has been weakened by forceful marketing strategies.
The bottom line is that winning Hispanics is like winning the entire market. Fundamentally, it requires a different approach -
• The brands that cuddle to the truth that Hispanics are the leaders of development movements and are getting over-indexed in every field ranging from adoption of technology to purchasing of weekly grocery
• The brands that embrace Hispanic community as the source of high economic future and not the reflection of past way of working
Brands that will get the above two aspects right will own a brand that will be purchased by great-great grandchildren of Hispanic community.
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