"A tamale is not just a tamale" says entrepreneur and international marketing consultant Roberto Roque, and "Spanish isn't just Spanish" when it comes to understanding Hispanic culture.
Knowing the variations that exist under the Hispanic cultural umbrella are essential, he says, if companies want to successfully market their product or service and avoid deal-breaking misunderstandings and potential embarrassments. Roque is a native of El Salvador and principal of Integrated Leaders LLC in Phoenix.
Following these tips on marketing to Hispanics, which also include top-notch advice from Michael Bolchalk of Tucson's Bolchalk Frey Marketing, will help you to capitalize and profit from this large and increasingly wealthy market:
- In business, establishing a personal relationship comes first.
- Hispanics are loyal customers. A high-quality product combined with a well-organized marketing effort will have a long-term payoff.
- Adapt the message to the culture; translating your message is not enough.
- There are 18 different Spanish-speaking countries in Latin America, and each one has subtle but distinct cultural and linguistic characteristics. Brush up on the group you are dealing with.
- If you know Spanish and want to use it in business, remember that the language has formal and informal variations. When in doubt, use the formal.
- Attend marketing classes at Pima Community College and other venues to learn more about this important segment.
- Search the Internet for sites that cater to Hispanic marketing and/or hire a marketing or advertising consultant to help you define a strategy.
- Be bilingual in your communications. Hire bilingual staff to assist customers and build your business.
- Attend local seminars sponsored by industry associations on how to market to Hispanics.
- If you are an advertiser, seek counsel and help from the Hispanic media representatives, explaining your challenges and desire to reach the Hispanic market.
10 tips for moving to a more general market
Many of the same rules apply with subtle variations, according to Roberto Roque of Integrated Leaders LLC in Phoenix and Michael Bolchalk of Bolchalk Frey Marketing.
Tips on expanding the Hispanic market to reach a wider appeal:
- Share your ethnicity and culture but don't let it be your only source of value.
- Join local chambers of commerce. It is a good opportunity to learn, participate and contribute; you will also create a business network.
- Do not be afraid of asking for fair value for your products and services.
- Leverage bilingualism and be creative - package or present your product or service in a way that is appealing to both the English- and Spanish-speaking communities to grow your business.
- Get professional marketing help to promote your business. Search the Internet for marketing sites and/or hire a marketing or advertising consultant to help you define a strategy.
- Be open to new ideas.
- Implement technology wherever possible to make your business processes more efficient.
- Attend local seminars sponsored by industry associations on how to market.
- If you are an advertiser, seek counsel and help from mainstream media representatives, explaining your challenges and desire to reach a wider market.
- Attend marketing classes at Pima Community College and other venues to learn more about your target market.
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