A Primer for First Time Advertisers to the Hispanic Market
Welcome to the fastest-growing new revenue stream in North Carolina: the enormous buying power of almost 400,000 Latinos who live and work in and around the Triangle region. Since 1990, Hispanic buying power in our state has grown an astonishing 912% making North Carolina Number One in America for Latino consumer growth. If you’re considering a campaign to brand your business with this desirable customer base, please take into account the following important points:As newcomers to our area, many Hispanic consumers have no awareness of your business history, reputation or unique selling proposition. And the good news is they don’t know your competitors either. Seize the opportunity to claim an equity position in the minds of Latinos for what you sell or do. They’re profoundly loyal and will typically remain your customers forever. They’ll also refer you to friends, family and co-workers.
As you prepare ad copy, be sure you get a qualified, bilingual interpreter to review and re-write your message. You may have taken two years of Spanish in high school, but chances are you don’t know the nuances, inflections or colloquialisms most apt to motivate the Hispanic consumer to shop with you. At Curtis Media Group, we provide that service at no charge.
Keep in mind that Hispanic consumers are as uniquely different as any other. People of Mexican decent have different tastes and needs than Cubans, Puerto Ricans or South Americans. Our Curtis Media Hispanic marketing specialists can help you identify the differences and capitalize on them all.
Before you advertise, take note of your store or office environment. Is it Latino-friendly? Be sure to have bilingual signs, graphics and, of course, personnel to ensure your Hispanic prospects feel completely comfortable doing business with you. Remember, they’re looking to establish long-term relationships and they’ll appreciate a familiar buying environment.
Should you decide to schedule a live remote broadcast, be ready for a crowd! Latino listeners LOVE their favorite radio personalities and will turn out en masse. Again, be sure you have plenty of bilingual salespeople on hand.
Do what you do best. Hispanic consumers appreciate and value good service, selection, courtesy and convenience, and they’ll reward you with their loyalty.
To find out more about the extraordinary buying power of North Carolina Latinos, contact Adam Maisano at (919) 790-9392.