One of the best ways to boost your Hispanic Marketing efficacy, especially in highly competitive markets, is by adding local insights to your national strategy.
Because not all Hispanics or Hispanic markets are alike, local insights can help you regionalize and complement your marketing message for greater results. As stated in the book “1+1=3, Changing the Equation with the Booming Hispanic Market”, there is great Hispanic diversity within the U.S. Besides country of origin, there are many cultural, demographic and behavioral differences among Hispanics that you can use to your advantage.
Below are some quick examples from the Top 25 Hispanic Markets by population size (age 18+):
#1 – Los Angeles has the highest number of Hispanic adults (5.7 million) and people per household (4.18).
#3 – Miami – Ft. Lauderdale has the highest percentage of foreign-born Hispanics (74%), people of Cuban heritage (50%), people ages 55+ (32%), those who prefer to speak Spanish at home (55%), and least number of kids per household (1.6).
#8 – San Antonio has the highest percentage of Hispanic contemporaries; those who are always first to try new products, stores, have the latest gadgets, etc. (3%)
#10 – The Rio Grande Valley (Harlingen – Weslaco – Brownsville – McAllen) has the highest percentage of Hispanic adults (88%), people of Mexican origin (97%), true foodies (23%), and influencers; people that set trends, or are good at convincing others to try new things (9%).
#14 – Washington, D.C. has the highest percentage of Hispanic college graduates (21%), households earning more than $50K per year (77%), and smartphone users (78%).
#15 – Philadelphia has the highest percentage of Hispanic adults who are video gamers (43%), chocolate consumers (84%), and MLB top enthusiasts (17%).
#16 – Albuquerque has the highest percentage of US-born Hispanics (80%), NFL top enthusiasts (28%), and average fast food expenditure ($97 per month).
#24 – Boston has the highest percentage of adult Hispanic beer drinkers (52%) and social media users (78%).
Thinking all Hispanics behave the same way is like considering all Europeans to be alike. Nothing can stand further from the truth. There are many predominantly Hispanic regions that have their unique culture identity and Spanish dialect.
When you design a national strategy complemented by local efforts that addresses specific consumer nuances and/or business challenges, you are building a stronger brand for your Hispanic audience.
Want to learn more about where your Hispanic audience is? Follow Dieste Inc. and be sure to subscribe to Provoke Weekly for the latest trends in the multicultural market.
Source: Fall 2014 Simmons Local (Flexible Markets)