News Column

15 Myths That Could Ruin Your Hispanic Ad Campaign

December 10, 2013

Staff Reports --

hispanic man shopping
The Hispanic market is a lucrative but potentially tricky sector (file photo)

A free ebook by the Latina Creative Agency and Kaufer DMC lays out what companies need to do to tap into the ever more affluent U.S. Hispanic marketplace.

Hispanics make up the fastest-growing minority group in the U.S., and are rapidly increasing their buying power as well. The U.S. Hispanic market by itself would make up the world's 14th largest economy, according to researchers from the Selig Center for Economic Growth at the University of Georgia's Terry College of Business.

This makes the demographic very attractive to marketers promoting TV shows, shoes, expensive hooch and nice cars.

"From Seattle to Miami, the influence of the growing (and increasingly flourishing) Latino population is profound," David Kaufer, chief dynamic officer at Kaufer, said in a news release. "Smart companies are creating tailored strategies -- including increasing use of mobile and digital marketing -- to find and keep Latino customers."

Companies may think they only need to tweak their ad campaigns a bit to rope in Hispanics. They would be wrong.

Even worse, though, would be to simply translate existing campaigns and materials into Spanish.

Marketing to Latinos

Latina Creative and Kaufer have combined resources to create a new guide for companies and marketers who plan on marketing to U.S. Hispanics in 2014: "Marketing to Latinos: 15 misconceptions that could ruin your campaign."

"Marketing to Latinos, and talking about marketing to Latinos, requires unique skills and finesse," Patty Carrion Moras, one of three co-founders of Latina Creative, said in the release. "There are many misconceptions and assumptions made by companies that we're hoping to help them avoid through this free e-book."

Among the 15 myths outlined in the ebook are that most Hispanics are immigrants working blue-collar workers, and they have no money. Wrong, wrong and wrong.

To find out why, download the free ebook HERE.

The Latina Creative Agency, founded by Amalia Martino, Cynarah Ellawala and Patricia Carrion-Moras, is an integrated marketing and PR agency using all available media to engage clients and their customers in the Hispanic market.

Kaufer DMC, based in Seattle, is a digital marketing agency that creates branding, visibility and buzz-building programs that take advantage of the new mobile and inbound marketing era.

For more stories covering business, please see HispanicBusiness' Business Channel

Source: (c) 2013. All rights reserved.

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