Thu, August 10, 2006
Here is a very interesting article on the Hispanic market. Let's look at some of the highlights. I'm taking this straight from the article written by Danay Escanaverino in ADOTAS online.
- There are too many misconceptions about targeting Hispanics to mention, such as the thinking that translation is the key. The first thing you need to do is figure out which type of Hispanic you are selling to. Geographically speaking, you can split them into 5 major groups, US Hispanic, South American, Central American, European and Caribbean. Target your message once you know who your specific Hispanic audience is.
- Your creative should also match your target. All Hispanics know what other Hispanics look like, and they will not be easily fooled by an ad featuring any brunette. (love that line btw)
- Fulfillment in the right language is a must.
- Continuous communication must be in the preferred language. If someone came to your site via a Spanish language creative and they sign up for your newsletter, either give them the option to choose their preferred language or send it to them in the language that first brought them to you.
It's a great article and I encourage you all to read.
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