National Hispanic Advertising Agency

The Group Advertising Blog

5 Ways to improve ROI with Hispanics

By Leave a Comment

Many companies are trying to reach out to the Hispanic market as a venue to grow their business. But they haven’t been successful. At a recent national conference, a marketing executive shared with me that his company has been very proactive in the community but they haven’t seen a substantial ROI yet.

I asked him what a ‘proactive involvement’ meant to him. He said that his company had bilingual employees on staff and that they were sponsoring a couple of Hispanic events during the year. When I asked him what type of support his company was giving to his bilingual sales team, he said they spend millions of dollars in advertising each year. So, he thought that they were penetrating the Hispanic market through their general Anglo marketing efforts. This is a common misunderstanding.

Related: Maximizing Your Hispanic Advertising Efforts

Hispanics are the second largest consumer market in the USA. You must have a multicultural strategy and plan in place to succeed. The Hispanic market is not homogeneous. You cannot capitalize on this economic powerhouse by using the same old blanket campaign approach.

I have seen many companies fall short with their Hispanic initiatives because of two main misunderstandings: 1) They assume they are reaching this community with their general marketing efforts. 2) They think that by simply having bilingual people on staff that the demand is covered. [Read more…]

Community outreach: Your sponsor for success

By 1 Comment

For some companies the Hispanic market means an opportunity to expand their businesses. For others it is the million-dollar question. Should they do something now or wait until they have to?

Based on the latest Nielsen report, Hispanics will contribute 60% or higher to the population growth over the next five years. It is imperative for corporate America to start taking a proactive approach to this market niche instead of waiting for their competitors to give the first punch. Hispanics are changing the new American consumption and they will represent a big percentage in your company’s bottom line very soon.  Despite the recession, U.S. Hispanic households that earn $50K or more are growing at a faster rate than total households.

One of the most effective ways to be successful in this market niche is community outreach. You must make a genuine effort in being part of and giving back to this community. Sponsor Hispanic festivals or events. Show your appreciation for their trust and business. Sometimes, companies look for a quick way to generate revenues. They become members of some Hispanic non-profit organizations. They sponsor a couple events during the year but they don’t fully embrace the effort by making an impact in the community. In other cases, it is all they do for the year. They don’t even have a marketing strategy or media buy to reinforce these half-hearted efforts. [Read more…]