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How to Effectively Market to the
Ever-Growing Hispanic Population
Fernando Romani – Regional Manager United Development Systems, Inc. [email protected] (727) 533-5617
Hispanics in the U.S - Fast Facts
• Latino/Hispanic defined by the U.S. Census
• Estimations by the numbers
• Projection of the Hispanic growth in the U.S.
• Español only? (Maybe Not)
Sales to Hispanics Outpacing the Market
• What are manufacturer’s planning or saying about the Hispanic population growth?
• Hispanic consumers will be the leading growth...
• The average Hispanic today is younger...
• The perception of Hispanic consumers is outdated
Driving the growth!
15 cities with the fastest growing
Hispanic populations
Having Spanish speaking ads or staff is not
enough
- Learn how to connect with them.
Latino Immigration Flow
• Fallen to its lowest levels in two decades
• Better economy and many more opportunities in Latin-America countries.
• Border is much more secure
• Tougher immigration laws
Generational Differences
• Key factor in understanding the diverse views of Hispanics
• Three groups of Latinos
First Generation
Second Generation
Third Generation
First Generation vs Second Generation
• First generation Latinos report having lower household incomes
• Second generation Latinos are more likely to attend college
• First generation are more conservative
• First-generation Latinos agree that it is better for children to live in their parent’s home until they get married
• Latinos report that relatives are more important than friends
Golden Rule vs Platinum Rule
• For first generation Latinos, “convenience” is not a priority
• Family is the most important value that unifies the Latino community
• Not all Hispanics are alike
• The men’s “Machismo” clearly separates the Latino male
• Physical contact is very important
• Personal space tends to be closer
• Appearance is very important
• Latinos are more spiritual in nature and have strong religious beliefs
What makes a Latino a Great Customer?
• Hispanics are very brand loyal
• They are most inclined to refer you customers
• Buying Power!
• We are sexy!
Do’s and Don’ts to Earn Their Business
• Numero Uno –
– Take time to build relationships before asking for the sale
• Numero Dos –
– Advertising should be appealing to both logical and emotional minds.
• Numero Tres –
– Event marketing can be a good strategy for reaching a segment of the Hispanic audience, but you have to be careful…not all Latinos have the same interests.
• Numero Cuatro –
– Figure out the composition of the Latino market in your area.
Do’s and Don’ts to Earn Their Business
• Numero Cinco –
– Learn some Spanish (hello, Rosetta Stone!) but don’t assume that all Latinos want to converse in Spanish.
• Numero Seis –
– Do your research if you use Hispanic terms in your advertising.
• Numero Siete –
– Do not stereotype!
Do’s and Don’ts to Earn Their Business
Attracting Young Latinos
- Does your Latin need a boost?
Attracting Young Latinos
- Does your Latin need a boost?
Hispanic Millennials Require
New Marketing Strategies
Hispanic Millennials by the Numbers
• Latinos will count for more than 80% of the growth in the population of 18 to 29 year-olds over the next few years.
• Hispanic millennials want to stand out and be noticed.
• 73% of 18 to 29 year old Latinos watch English-Only TV.
• They are more likely to own a tablet such as an IPad. Online, they are Facebook users but they are almost twice as likely to use YouTube.
• Third generation Latinos are less likely to speak Spanish.
Hispanic Millennials by the Numbers
• When millennial Latinos read magazines or visit websites, English is predominant
• Hispanic millennials maintain close ties with their heritage. Even US-born, most refer to themselves first by the country of origin of their parents
• 58% of Latinos in the 20 to 29 years-old age group are U.S born
Hispanic Millennials by the Numbers
• 81% of Latinos in the 15 to 19 years-old age group are U.S born and…
• 95% of those in the 10 to 14 years-old age group segment are U.S born.
• And as a sign of the times, Spanglish, an informal hybrid of both languages is widely used among Hispanics ages 16 to 25.
– Among these young Hispanics, 70% report using Spanglish.
Thank You! Fernando Romani – Regional Manager
United Development Systems, Inc.
(727) 533-5617
How to Effectively Market to the
Ever-Growing Hispanic Population
