What with the US consumer marketplace projected to reach 21% Hispanic by 2020, it promises to be a hectic world for the typical Hispanic direct marketing agency. For one thing, direct marketing represents a solid base hit for a vast potential clientele.
Hispanic marketing agencies are keenly aware that over half the Spanish speaking market responds best to quality Spanish language advertising, the mother tongue potentially providing a more direct line to the emotional side of the decision maker in the trenches – at the store, in the mall, or maintaining the family auto.
This is a bi-cultural customer, conscious of both the old country and the new, and of course, not just from Mexico! (There are over 20 Spanish speaking countries all over the world, including Central and South America, the Caribbean and, last but not least, Spain.)
Perhaps less familiar, and perhaps more of a frontier for the agency with a Hispanic focus, would be television-based long form direct response marketing, as well as the short form.
Although there is some cultural overlap between viewers of US and Hispanic television advertising, it is noteworthy that a whopping 49% of all Hispanic households, whether they speak mostly English or mostly Spanish, are regular viewers of Spanish language prime-time TV.
The savvy and aware supplier of effective promotions to this promising, youthful market segment, particularly a Hispanic direct marketing agency with advertising ideas and tools at the ready, can certainly look forward to a busy and prosperous future.
Karlene Brozek works for Executive Advertising Group.
