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Hispanic Marketing is NOT Spanish Marketing
Hispanic Marketing is NOT Spanish Marketing By Juan Tornoe
There is a big misconception amongst many in the business world that marketing to Latinos equates doing so in Spanish. Given the fact that out of the 21 Spanish- speaking countries in the world, the United States ranks at a whopping número 2, you can partially understand why corporate America is under such impression.
To make right decisions it is of utmost importance to have access to straightforward facts coming from reliable sources. This fact could not be more critical as when deciding in which language to market to the largest minority in the country.
It saddens me to see that almost every time a company “discovers” that Hispanics could actually be buying from them in larger numbers and decides to make an orchestrated effort to turn them into customers, their trailblazing efforts usually go from, at the very best, a direct translation of their current English ads (be it in print, electronic, radio, or my un-favorite, adding a Spanish voice over to an English TV ad). This approach by itself, is lame, many times counterproductive, and exudes a lack of understanding of the Latino market as well as the willingness to learn more about it.
Ahorre July 22, 2010 01:35 PM