If you're zeroing in on the Hispanic population, and you should considering this segment of the population as it is the fastest growing of all population segments, then here is what you need to know.
Educate. Take the green attitude approach.
Marketing effectively means finding what it is that the customer needs and filling that need. Part of that includes educating the consumer so they realize they need it. Plain and simple.
In a recent study done by Scarborough Research that surveyed Hispanic men and women in Albuquerque, New Mexico, it was found that 25 percent of surveyed Hispanics “were more likely to agree completely with the statement;I am interested in finding out how I can help the environment.
This is significant because that same group of Hispanics reported to have some small green attitudes and to have taken small steps to make their homes more green-friendly, but there's much room for growth, which is an opportunity for marketers.
Focus less on television and more on in-store advertisements.
Scarborough also found that Hispanic people in Albuquerque were 29% percent more likely to be exposed to mall media than the average Albuquerque consumer. The same study found that Albuquerque Hispanics are 20 percent more likely to tune into the radio and 11 percent more likely to be considered;light television viewers. In other words, television may not give marketers the most exposure among the Hispanic population.
Not all Hispanic people identify themselves the same way.
It's not fair to assume that all Hispanics have the same background or interests. The American-Hispanic population is incredibly diverse with heritages that range from Mexico to Brazil to Spain. In other words, there are differences, some subtle and some not, in language, food, religion, religion, and the list goes on and on.
In other words, it's not fair to lump all Hispanics into one category. You would be better served to focus on a group of individuals in a region, such as that of the Albuquerque study, and refine your marketing strategy for that area.
Advertise in Spanish. Advertise in English.
People want to communicate in their dominant language. That's not to say that they won't communicate in their second language, but it’s much more comfortable to listen to the radio in Spanish and read Spanish language newspapers when you grew up speaking that language and spend your days speaking that language.
In fact, the Experian Simmons National Hispanic Consumer Study found that 54 percent of Spanish-dominant Hispanics are loyal to companies that show appreciation of their culture.
However, English-language dominant Hispanics may not feel the same way. While they may come from a Hispanic family, they might have grown up speaking English. These individuals may not have the same loyalty to Spanish-speaking advertisers. It’s for this reason that a two-pronged campaign works best. Advertise in both Spanish and English to reach your audience.
Sources: http://dialog.scarborough.com/index.php/albuquerque-hispanics-green-attitudes/ http://www.adweek.com/sa-article/truth-about-hispanic-consumers-138828
This is a guest post by Allison Murray. Allison recommends finding more great information on green attitudes at Dialog.Scarborough.com.