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Quick Marketing Tip - 9.15.08
When Targeting Hispanics, Be Culturally Savvy
When marketing
to the Hispanic population make sure to be aware of the cultural sensitivities
of the group being targeting whether Mexicans, Puerto Ricans, Spanish-speaking
Hispanics, or English-speaking Hispanics. Each culture is different and
therefore, has different values. The ability to differentiate will be a
competitive advantage for those who take the time to learn which segment of the
Hispanic population they are targeting.
Hispanic
marketing expert Gerry Rojas, with the Urban Concepts division of New York
City-based US Concepts, also points out that it's important to differentiate
between two very different types of Hispanic consumers: "traditionalists and
second generation-plus." Recently arrived immigrants are traditionalists
because they integrate their traditions from their countries of origin into
their lives here in the United States, whereas second generation-plus refers to
Latinos who live the Latin lifestyle, but speak English. This second generation
is showing the great signs of growth and will be more receptive to your
services.
Source: "The A, B, Si's of Hispanic
Marketing." Entrepeneur.com. 5 March 2007.
Kristin Edelhauser. 12 September 2008. <http://www.entrepreneur.com/marketing/article175322.html>
Copyright 2008. The Gallagher Group, LLC
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