Hispanic Niche Market Targeting 

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Agencies that specialize in targeting the hispanic market.
Latino Targeted Marketing
Reach Latinos At Home, Work, The Laundrymat, Wherever. Find Out How!
LFMinc.com/LatinoTargetedMarketing
Market positioning
Learn a New Approach to Developing Your Brand with this Free Webinar!
www.eswpartners.com
Hispanic Marketing
Integrated Hispanic communications. Advertising, PR, Web, Direct
www.pacocommunications.com
Hispanic Target Magazine
Up to 90% Off Subscriptions Here! Huge Selection & Savings - Shop Now
www.Magazines.com
Social Network Marketing
Pinpoint MySpace Users by Niche Groups & More. Get Info Today!
Advertise.MySpace.com
Hispanic Marketing
Proven programs and consulting. Unmatched experience. Since 1989.
BelieveInMarketing.com/Hispanic
MARCA Hispanic
Hispanic Advertising, Interactive, PR and DM Agency
www.marcahispanic.com
Profitable Niches Exposed
Grab this free PDF report to see hot markets to make money online!
ericstips.com/profitable-niches /
Mexico Market Experts
How Big Is Your Market in Mexico? Ask Us - We're Crossborder Experts
www.CrossborderBusiness.com
Market Positioning
Discover how customers perceive your brands. Surveys and analysis.
SurveyValue.com
The Jeffrey Group
Marketing and Public Relations for Today's U.S. Hispanic Market
www.thejeffreygroup.com
Niche Markets Research
Find Market Research & Analysis from over 220,000 Reports
www.MarketResearch.com
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A-Z Hispanic Niche Market Targeting Provider Directory
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Accentmarketing
A full service advertising agency specializing in the US Hispanic, Caribbean and Latin American markets. A member of the Interpublic Group of Companies.
www.accentmarketing.com
Axiss Advertising & Design
Specializes in providing advertising & marketing services for the Latin American market as well as the U.S. Hispanic and general markets. Based in Coral Gables in Miami, Florida.
www.axissad.com
H
Cultural Access Group
Based in Los Altos, California, the company conducts a market research study for the U.S., Puerto Rico, or Latin America areas.
www.hmc-research.com
Latino Targeted Marketing
Reach Latinos At Home, Work, The Laundrymat, Wherever. Find Out How!
LFMinc.com/LatinoTargetedMarketing
Market positioning
Learn a New Approach to Developing Your Brand with this Free Webinar!
www.eswpartners.com
Hispanic Marketing
Integrated Hispanic communications. Advertising, PR, Web, Direct
www.pacocommunications.com

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Guide author

Guide to Marketing to Hispanic Customers

How to sell to America's largest minority group

By Greg Brown

It's hard to imagine marketing to "Asians" or "people in the Western Hemisphere". So it should be no surprise that Latin American immigrants and their U.S.-born descendents don't identify with words like "Hispanic" and "Latino." Rather, they prefer to think of themselves as Mexicans, Hondurans or, for second- and third-generation kids of immigrants, simply Americans.

Yet, add them up, and it's a $750 billion spending-power opportunity that few big brands ignore these days. Neither should you. Here are the some strategies to reach out to these potential customers:



Action Steps
The best contacts and resources to help you get it done


Learn first to whom you are talking

Just because there are many flavors of Latino life doesn't mean there aren't large groups with shared experiences who might buy your product or service. Typically, big metro areas have two or three nationalities that might give you enough focus to make broad marketing outreach worthwhile.

I recommend: The Pew Hispanic Center calls itself a "fact tank," and it does not disappoint, offering extensive surveys and reports downloadable for simply registering. It isn't directly actionable marketing research, but it's close and high quality. The U.S. Census Bureau, while overwhelming in detail and harder to use, can help you drill down to precise numbers by age, race, and income down to county subdivisions.

Nail the right medium, if you have budget

Spanish-language newspapers — not just Spanish translations of traditional dailies — are springing up across the country. Local Spanish-language TV is hugely popular and, often, cheaper than you'd expect. There are also plenty of high-end consumer and business magazines, mostly in English, aiming to make affluent Hispanic readers your customers.

I recommend: The National Association of Hispanic Publications has a good state-by-state database of Spanish-language newspapers and magazines. Marketing y Medios follows the Hispanic media industry, Latina aims at women, and HispanicBusiness is the leading business magazine.

Take it to the streets

Hispanics do consume mass media, but many marketing experts counsel street-level, face-to-face and direct marketing, through cultural festivals, sporting events and in the barrios themselves to reach your targets in familiar surroundings.

I recommend: America Online CityGuide maintains a detailed calendar of Hispanic festivals across the country.

Speak their language

It's not sensible to hire a Spanish-speaking marketer unless he or she is clearly the best choice. On the other hand, if you have Spanish-speaking customers and no bilingual sales help, why would they come back, or refer you? 'Press two for Spanish' is just not enough.

I recommend: Latpro, Saludos and HireDiversity are job databases for employers seeking bilingual Hispanic professionals.

Tips & Tactics

Helpful advice for making the most of this Guide

  • •  Be visible. Joining Hispanic chambers of commerce wouldn't hurt, nor would attending annual cultural fairs on a social basis. Hey, the food will be great!
  • •  Develop a profile of your target based on a realistic sense of who is nearby. If you run a convenience store, for instance, it won't help to make Spanish-language signs but carry no products from the right home countries.
  • •  Aim high and low. While it's generally true that recent immigrants earn less, it doesn't mean they'll buy garbage. Find ways to break packages or develop financing plans for big-ticket items. Most Latin Americans are quite used to buying in installments at home.
  • •  Learning even basic greetings with a reasonable stab at the accent can mean a lot. You'll embarrass yourself, but that's a small price to pay for a new customer.
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Guide author

Marketing to Hispanic Customers

How to sell to America's largest minority group.
It's hard to imagine marketing to "Asians" or "people in the Western Hemisphere". So it should be no surprise that Latin American immigrants and their U.S.-born descendents don't identify with words like "Hispanic" and "Latino." Rather, they prefer to think of themselves as Mexicans, Hondurans or, for second- and third-generation kids of immigrants, simply Americans. Yet, add them ... Read more