{"id":422,"date":"2015-04-24T13:29:23","date_gmt":"2015-04-24T13:29:23","guid":{"rendered":"https:\/\/www.languagetesting.com\/blog\/?p=422"},"modified":"2023-12-28T16:50:02","modified_gmt":"2023-12-28T16:50:02","slug":"connecting-with-the-hispanic-market-through-language-culture","status":"publish","type":"post","link":"https:\/\/www.languagetesting.com\/blog\/connecting-with-the-hispanic-market-through-language-culture\/","title":{"rendered":"Connecting With The Hispanic Market Through Language & Culture"},"content":{"rendered":"
\n
\n

\"\"Corporate America has awakened to the monumental importance of the Hispanic consumer and their growing purchasing power, which by end of this year is estimated to reach between $1-$1.5 trillion dollars. Companies are realizing this is a market that can\u2019t be ignored and that if they don\u2019t act now the chance to capture it may be lost. Those who\u2019ve succeeded, went well beyond simply translating English copy into their native language on their website and marketing collateral.\u00a0These companies<\/a>\u00a0expanded their strategy from merely targeting the Hispanic consumer to exploring the cultural characteristics and values that would drive them to trust their brand.
\n
\nCultural Intelligence Is Key<\/strong><\/p>\n

Hiring<\/a>\u00a0native Spanish speakers is a strategic move some have made to provide an authentic element to a brand especially when that brand deals with customers on a one-on-one basis. Additionally, native speakers provide valuable insight and cultural intelligence that can make the difference in connecting with an ethnic market.\u00a0 That\u2019s not to say you need to be of a specific heritage to sell to a specific audience \u2013 you just need to invest the time to learn about it.\u00a0 The key to marketing and connecting with the Hispanic market is to communicate with it at their level and within their communities. Marketing hyper-local is a strategy that has served many companies such as McDonald\u2019s & T-Mobile well and they have the profits to prove it.<\/p>\n

Many marketers consider \u201chyper local\u201d marketing, which essentially means to engage individuals or groups where they reside and shop and providing them with an experience, to be critical to successfully tapping into this market.\u00a0 T-Mobile, for example utilized such a strategy when they launched new products and open new stores just a few years ago. During the launch of their upgrade program, JUMP!, T-Mobile employed hyper local campaigns to engage customers through social media and with street teams that guided customers to their web and retail store locations.<\/p>\n

It\u2019s clear by the example of corporations who have targeted the Hispanic market that cultural intelligence has played a key role in their success and that \u201cspeaking their language\u201d\u00a0must extend far beyond literally speaking their language<\/a>. \u00a0Frank Silverstein, producer of MSNBC\u2019s \u201cYour Business<\/em>\u201d,\u00a0noted\u00a0that, \u201cWhile it is tempting to think there might be a 10-step playbook for Hispanic marketing, it\u2019s just not so<\/em>.\u201d There are still many businesses and general market advertising agencies that lack this cultural intelligence and as such, they struggle to earn the loyalty and trust from the Hispanic consumer base. \u00a0Remarkably, very few brands have defined and consistently supported a strong enough brand message that speaks specifically to their Hispanic consumers.\u00a0 However, once the effort is made to include the vital cultural ingredients to truly connect a brand with Hispanic consumers more acceptance and ultimate ROI would be the net result.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Corporate America has awakened to the monumental importance of the Hispanic consumer and their growing purchasing power, which by end of this year is estimated to reach between $1-$1.5 trillion dollars. Companies are realizing this is a market that can\u2019t be ignored and that if they don\u2019t act now the chance to capture it may […]<\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,3],"tags":[16,134,106,27,7,109],"class_list":["post-422","post","type-post","status-publish","format-standard","hentry","category-commercial","category-government","tag-actfl","tag-hispanic-market-hispanic","tag-language","tag-language-proficiency","tag-language-testing","tag-spanish"],"acf":[],"aioseo_notices":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/posts\/422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/comments?post=422"}],"version-history":[{"count":6,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/posts\/422\/revisions"}],"predecessor-version":[{"id":2979,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/posts\/422\/revisions\/2979"}],"wp:attachment":[{"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/media?parent=422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/categories?post=422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.languagetesting.com\/blog\/wp-json\/wp\/v2\/tags?post=422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}