Hispanic Marketing and Traditional Media

Now, I’m a big proponent of social media. I believe that it is en excellent tool to communicate with customers and clients at a more personal level. In fact, it is my area of study that I am currently doing at my university. Traditional such as print and television, has become costly and ineffective in maintaining loyalty. It’s more of a one way communication, kinda like “broadcasting.” However, I still believe that there can be a balance between the traditional and new media. I believe that it is possible to use traditional media to capture attention and then draw in the audience with social media. My grandpa, who lives in Puerto Rico, is just not into the internet or complex smartphones, all he needs is a basic cellphone and that’s it so traditional media works well for him but a majority of today’s society is alot more tech savvy and companies should take advantage of the tools presented to them.

Below is a continuation from my last post from an article I found in Advertising & Marketing Review by Laura Sonderup, the Director of Heinrich Hispanidad, a division of Heinrich Marketing, Inc. that specializes in Hispanic marketing. Traditional media in Hispanic marketing can still be effective as you will see below, but by adding social media to any campaign, you will build a loyal following which is alot more important.

Television

  • The visual confirmations provided in television advertising are extremely important, especially so for Spanish-dominant Hispanics.
  • 49% of U.S. Hispanics who watch television during prime-time hours, watch Spanish language programming.
  • 40% of Spanish-dominant Hispanics regularly watch English-language programming.
  • 30% of English-dominant Hispanics regularly watch Spanish programming. Radio
  • Radio is a proven, effective medium in targeting Hispanics.
  • The most unique aspect of Spanish-language radio stations is the time spent listening.
  • The Hispanic population often listens to the radio all day.
  • The entire family may listen to one station and tune in, on average, 26 – 30 hours per week. This ranks more than 13% above the general population. Print
  • Minority newspapers are an inseparable part of the local minority community. They deliver what no mass medium can — news that is specifically geared to the needs and concerns of individual minority communities.
  • Newspaper readership skews to Adult 34-54 age group with an average HHI of $40k+ Event Marketing
  • Events create excitement, reinforce image, and allow you to hand-deliver your marketing message face-to-face with your target audience. However, many company’s efforts at selling themselves to Hispanics are limited to sponsoring the occasional Cinco de Mayo celebration — these half-hearted efforts will not effectively capture the attention of Hispanic consumers. Direct Response Marketing
  • The process of acculturation influences the Hispanic consumer’s perception of direct marketing. While most consumers in the general market dismiss direct marketing materials as junk mail, Latinos — particularly recent immigrants — welcome it as a means of becoming a more informed consumer.
  • Overall, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than a non-Hispanic household;
  • 72% say they always read their mail, including direct marketing;
  • 60% of the direct mail sent to homes is in English;
  • 52% of the respondents speak only Spanish in their homes. Translation vs. TranscreationMarketers cannot simply transfer directly to the U.S. Hispanic market the conceptualizations or marketing strategies that work with the general market. Many factors — historical, contextual, cultural, demographic, financial — place Hispanic consumers in a different category. Brand awareness and usage levels are often dramatically unlike general market patterns and different product attributes are deemed important by Hispanic consumers.Direct translations and usage of general market strategies tend to miss the emotional and culturally relevant elements. Some results will be there, but not with the sales volume, strength and recall that a truly culturally-attuned marketing and advertising effort can attain.Make no mistake, the integration of generations and diverse countries of origin within the U.S. Hispanic market has created a complex culture that requires experience and research to understand. What is needed for a successful Hispanic promotional campaign is a sensitivity to what is important to Hispanics – and senior corporate executives willing to initiate a reversal of underinvestment in the Hispanic market by creating new allocation levels in their business and marketing plans for reaching Hispanic consumers. The opportunity is growing. The time is now.

written by

I 'mFrankie De Sotoand I was born on the beautiful island of Puerto Rico. I graduated at the top of my class from the University of North Texas with a BA in Art and 2 minors in Marketing and Radio, Television, and Film. I have been doing graphic design for the past couple of years creating graphics for advertising, signs, brochures , and flyers but I decided to return to school to expand my knowledge into more new media applications such as web design, human /computer interaction, Flash animation and marketing communications. I graduated with an MFA in Arts & Technology at the University of Texas at Dallas. My current studies are focusing on social media and marketing communications which in part encouraged me to begin this blog as well as my love for Hispanic culture and online media practices.
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4 Responses to "Hispanic Marketing and Traditional Media"

  1. Lauri Jordana says:

    Thanks for sharing this, Frankie – great stuff. The new information for me was the percentage of English-dominant Hispanics watching Spanish-language TV and vice versa. That is incredible! I agree that social media is a great way to round out a traditional media campaign–as are events/engagement marketing. We’re big into that at my firm, and are currently working on a Twitter campaign. Let me know if you have any resources around Twitter and the Hispanic segment – thanks! Also I can’t not add that any company wishing to engage Latinos should focus on hiring them and contracting their services. This not only spreads goodwill, but word-of-mouth is a terrific tool and these employees/contractors will share the news with their circles.

  2. Nijmeijer says:

    A recent conference focusing on successful women bloggers held in New York City called the BlogHer Conference 2010 with the support of LATISM (Latinos in Social Media) is proof that now more than ever Latina bloggers have the ability to utilize online media, control content, gather information and be involved with communities of shared interests. One [...]

  3. Daniel says:

    great post, thanks for sharing

  4. Paola Modesto says:

    Great Posts…

    [...]just beneath, are numerous totally unrelated pages to ours, however, they are definitely worth going over[...]……

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