Marketing to Hispanics by Speaking their Language

There are approximately 44.3 million Hispanics in the U.S. and by the year 2050 it is said that Latinos will be the majority, since this group is growing at eight times the rate of the general population.

Hispanics should not be thought of as simply North Americans who happen to speak Spanish. It is more productive to think of them as a separate society, embedded within the country; a society with its own language and distinct culture.

Almost from birth, Hispanics learn the importance of jewelry in their culture. When a baby girl is born, her mother or godparents will have already purchase her first pair of earrings. If the newborn is a boy, tradition also demands jewelry: an ID bracelet with an engraved date on the back, a medal, a cross, or a gold chain. Hispanics tend to buy 18 karat gold.

"Talking money" in Spanish

Marketing and research consultants that specialize in marketing to the Hispanic community reference the story of a Hispanic customer who said, "I speak English quite well, but when I’m talking money, I talk Spanish."

That said, Bill Warren, owner of The Goldmine in Hudson, NC, who has added a hugely profitable business of buying gold from customers, noticed that Hispanics sold their old and scrap gold differently than his other customers. When Latinos come in, they normally have a lot of gold since it is part of their culture, and they return bringing other friends and family in with their gold to sell. When you sell one family you end up selling to five!

Armed with his newfound analysis, Warren contacted Target Mailers (www.targetmailers.com) to see how he could better target and market to this group.

He first went to the Target Mailers website and utilized their demographic research tool at no cost to find out how many Hispanics lived near his store in addition to finding out if they owned their home or rented, had children, and what their household income was. He then purchased the list and attached these prospects to a gold buying postcard he wanted to send in Spanish that he created with the help of Target Mailers.

“Hispanic customers appreciate the fact that we are trying to communicate in their language. We now have plans to market to these prospects for quinceaneras, the 15th-birthday celebration Hispanic families throw for their daughters, along with religious jewelry. We want to be part of this growing and loyal culture,” says Warren.