National Hispanic Heritage Month kicked off on September 15. This day was chosen as the starting point of the 30-day celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence days on Sept. 16 and Sept. 18. For some, it’s just another holiday in the calendar, for others, a unique opportunity.
What makes Hispanics “Hispanic” is 400 years of Spanish control over Spanish speaking countries in Latin America; the dominant Catholic Religion; and the Spanish language. This heterogeneous group, today makes up 17 percent of the U.S. population, and is a strong community of people who have one goal in common: to improve their lives.
As a marketer, being able to single out the essential beliefs and idiosyncrasies of each culture gives us the advantage for powerful negotiations. In this capacity we are able to become more than just a businessperson or a salesperson; we can become a partner in their quest for the “American Dream.”
Since 2011, MCG Latino has been the agency of record for Ford Motor Company and Lincoln Motor Company appointed to perform all activities related to PR and communication in cities with the large concentration of Hispanics including Los Angeles, New York, Houston, Dallas and Miami. We understand the Latino market so well, because we are a part of it. One lesson learned early on is that trust is the cornerstone of any substantial relationship within the Hispanic community.
When purchasing a big-ticket item such as a car, Hispanics make decisions by means of family discussions. Shopping trips are a group outing, featuring the whole family or at least one or two friends. Be sensitive by addressing the whole family and making sure everyone is on the same page.
Many Hispanic families are bilingual, with older members of the family preferring Spanish and younger members English. A bilingual website will allow families to experience your website, as a family, in English and Spanish. By providing a Hispanic online experience in both English and Spanish, you will send a strong signal to the U.S. Hispanic market that you are investing in them.
Are you ready to tap into the largest non-white group within the U.S with buying power that exceeds $1.5 trillion? There is no better time than today.