AZzadesign Bilingual Solutions
FACTS   Hispanics /Latino Market

key marketing tips

Speak the language
Advertising in Spanish is important, even among bilingual Latinos — it's a matter of cultural identity and pride. Advertisers who use Spanish-language advertising and media, including Web sites, build customer loyalty because they're perceived as understanding and relating to the Latino community. A recent study by the Roslow Research Group found that commercials in Spanish were three times more persuasive among bilingual Latinos and six times more persuasive among Spanish-dominant segments. Among Latino teens, ads in Spanish were twice as persuasive as ads in English.

Recognize diversity
It's a mistake to treat Cuban, Puerto Rican, Mexican and Central and South American immigrants alike, because family size, education and income levels differ. For example, Mexicans have the largest families and Cubans the smallest. There are language differences as well. In Puerto Rico, beans are "habichuelas," but in Central America they're "frijoles." When creating your Spanish-language campaign, it's a good idea to use an agency that specializes in Latino marketing. The Association of Hispanic Advertising Agencies offers a searchable database of agencies. Proceed carefully. Even a well-known product name or slogan may need to be modified. When the American Dairy Association wanted to extend the popular "Got Milk?" campaign into Mexico, it found the Spanish translation was "Are you lactating?"

Support community values
Campaigns that appear to denigrate parental authority or family unity should be avoided. Word-of-mouth plays a vital role, too, so grass-roots PR and community events-such as supporting local festivals — should be included as part of your well-rounded marketing strategy.
US Small Business Adm. -sba solutions
Kim T. Gordon- marketing expert and the author of Bringing Home the Business/ Entrepreneur

¿Habla Español? If you don't already, it's time to start.
Tapping the Latino market could translate to increased sales.* Entrepreneur.com
The Latino market is an entrepreneur's dream. With economic clout expected to reach a whopping $926 billion by the end of 2007, the Latino market's buying power will soon outstrip that of all other ethnic groups in the United States.

"With the online populations of ethnic Web surfers growing each year, the online landscape is more closely mirroring the offline reality," "This growth reveals an untapped opportunity for businesses to win over these population groups, companies and marketers are presented with a growing opportunity to reach these underserved groups through targeted content offerings and smartly placed advertising.
T.S. Kelly, director and principal analyst at Milpitas, Calif.-based NetRatings.

Ethnic Marketing
— major advertisers converting large chunks of their budgets to multicultural, multilingual efforts
— seen by many as a largely untapped channel for reaching consumers online
(comScore Networks, cyberatlas)

Collective Hispanic buying power this year is more than $325 billion
(Lazos Latinos)
Hispanic Use of Internet Increases

50% of Hispanic adults use the Internet and e-mail
33% say the Internet has helped them manage their finances.
20% of online Hispanics have done online banking, compared to 17 percent of online non-hispanic
41% say it has improved their ability to get health and medical information
37% say that using the Internet has improved their ability to shop

According to the "Digital World and the U.S. Hispanic II" study by Cheskin Research
computer penetration among Hispanic households increased from 42.3%  in the first quarter of 2000 to nearly 47% in the fourth quarter

rate of  growth of Hispanic household technology penetration over the last two years (to date)
* 80 percent compared to 21 percent for the overall market population that increased 57% between 1990 and 2000
* now accounts for 12.5% of the total U.S. population.

Hispanic purchasing power increased 156% over the last seven years

- Though Hispanics currently online are mostly bilingual they tend to hold on to their culture and language longer than any other ethnic group
- Technology companies have not traditionally targeted the Hispanic market
- Products and brands advertised in Spanish have proven to gain penetration and stronger positioning
(Pew Internet & American Life Project)

Hispanics becoming more numerous online
(AOL and comScore)
Hispanics have become the fastest-growing segment of the online population
of 1.5 million Internet users 19 percent growth in the U.S. Hispanic Internet population from last year
*more than three times the growth among non-Hispanic Internet users

U.S. Hispanics now comprise 11 percent of the total U.S. online population
* up from 9.9 percent in the prior year

while fewer U.S. Hispanic Internet users bought online during a given month
— with 8% making a purchase
— Hispanic buyers spent 7 percent more than the average non-Hispanic e-commerce shopper

— Both AOL and comScore's findings represent significant opportunities for online marketers.

US Census Bureau - U.S. Department of Commerce
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