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Reaching the Hispanic Market Posted on Friday, September 22 in Increasing Sales.

The total Hispanic population in the US continues to grow, albeit at a slower pace, but the segment represents more than 16% of the total population, according to the last census. While the proportion of Hispanics who are under 50 is higher than other populations (such as Black and White populations), the sheer size of the segment—and its long-term growth potential—makes it a very important population. Simply put, there is significant opportunity that may be left on the table for adult care providers who are not considering the Hispanic population as part of their marketing strategy.

If you are looking to dive fully into Hispanic marketing, you will want to keep in mind all of the ways in which you will need to activate your efforts: from cultural sensitives to language challenges to ensuring you reach enough of the population to deliver a positive ROI. It is not an insignificant undertaking, and there are plenty of marketing partners who will gladly offer their services to help you navigate the new territory effectively.

It Doesn’t Mean an Overhaul.

The truth is, you may not need to overextend your bandwidth and budget to target the Hispanic population. How is that possible? By digging deeper into your current strategy, you can make slight adjustments to your efforts to reach the Hispanic market.

First, keep in mind “Hispanic” is a generic term that encompasses several dozen unique cultures and heritages. What resonates for someone who is of Mexican descent will not necessarily work for someone who is Puerto Rican or Argentinian. However, there are a few of underlying similarities that you can leverage to create a connection:

  1. Family is everything: While family is important in many cultures, Hispanic cultures emphasize the importance of family across many levels, beyond the core nuclear family to include extended family. This is critical to understand as it relates to adult home care, as family members will want to ensure their loved ones are well taken care of.
  2. Don’t be too professional: Of course, you want to be viewed as a professional, respectable business, but for many Hispanic cultures, there is a preference for a more relaxed—but still formal—friendliness. In fact, being too businesslike will come across as sterile, cold, and inauthentic. Build an honest rapport by being a little less formal and a little more conversational.
  3. Many Hispanic cultures are collective-oriented: That’s a fancy way of saying they value the group over the individual. Whereas American culture is very much individual-oriented, in terms of decision-making and achievements, Hispanic cultures prefer to think of the larger group as an entity that needs to be respected and preserved.

You may be able to think of other generalizations—some of which might be accurate—but be mindful not to overstep, especially into sensitive areas, such as politics and religion. It’s a surefire recipe for alienating audiences, unless you are a religious or political organization. Even then, it is wrought with potential landmines.

Inform and update your marketing.

Using a few critical insights, you can update your general market messaging to be more inclusive. Or, you may consider running multiple versions of your ads with geo-fencing or zip code targeting to identify where the highest concentration of Hispanic audiences resides. And, while older first- and second-generation Hispanics prefer Spanish or English equally, third-generation Hispanics are English speakers and consume content almost exclusively in English. These third-generation Hispanics are largely Gen Xers and Millennials who are helping parents navigate the digital landscape (though older generations are finding their way very well on digital channels).

In terms of media mix, relative to non-Hispanic consumers, Hispanics over-index across both social media and mobile platforms. There is also a high value placed on ratings and recommendations (remember the insight that Hispanic cultures are collective-oriented?), so you’ll want to be sure you’re buttoned up with your reputation management online and that you’re actively engaging any poor reviews. Digital is great because you can laser focus on audiences and add an overlay to your efforts to ensure coverage of the Hispanic segment in addition to your general market audience.

Remember your creative should act like a mirror, showing an aspirational but still relatable version of your consumers. Be sure to cast Hispanic families or showcase photography that has Hispanic families featured. If your facilities have bilingual staff and services, include information on your website and in key content and advertising.

A word of caution . . .

Be careful not to treat the Hispanic market as a novelty or a stereotype: keep away from cliché depictions (e.g. sombreros) and don’t build content or advertising in Spanish unless you employ a professional to help you with grammar and colloquialisms.

What do you know about Hispanic audiences?

We know audiences better than anyone else locally. We have the tools and insight to identify where Hispanic audiences are, what media is best for engaging them, and how you can make a connection. We can provide direction for how to update your creative to make it more inclusive and inviting in an authentic way for this audience. If you’d like to talk more about how you can diversify your targeting, contact us today.

Sources: eMarketer; Stanford School of Medicine, US Census, PEW Research Center

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