Marketers to Refine Hispanic Effort

Consumers with Hispanic roots account for a significant part of the population. Marketers target this demographic with promotions for events such as Cinco de Mayo and quinceanera – which commemorates the event of the 15th birthday for girls. Beyond that, industry experts say most marketers are missing the mark when advertising to the Hispanic demographic.

Frenchie Guajardo, vice president of digital and shopper marketing at Marketvision, has some advice for vendors trying to reach Hispanic shoppers. Guarjardo sees a disconnect between what manufacturers are doing and how the retailers’ shoppers behave. She encourages manufacturers to take the time to understand details like language preferences and include that information in marketing messages. The next step involves the media plan. According to the data Guarjardo cites, Hispanic consumers are not motivated by sweepstakes programs. These consumers are more apt to be interested in coupons or free samples.

To ensure loyalty, retailers should be reaching out to Hispanic shoppers with social media  or email to build a long-​term relationship after the initial shopper marketing tactics end. While first generation Hispanics are notably hesitant about sharing personal information via social media, big incentives can encourage them to participate. They will then appreciate personalized information that makes them aware of upcoming offers or sales.

Guarjardo’s advice makes sense, not only for reaching Hispanic consumers, but perhaps for reaching any specific target group. She notes that success is all about hitting the ‘sweet spot’ which is connected to unique “language preferences, acculturation and country of origin.”

[Source: Odell, Patricia. The New Sweet Spot. Promo​.com. 10 Apr. 2012. Web. 19 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.