Interview with AD2 Tampa Bay.
Hispanic Marketing & Outreach
We already know that Hispanics are a group with tremendous purchasing and political power, the largest minority group as well as the fastest growing group in the United States. According to the U.S. Census, Hispanic owned-businesses are growing 3 times faster than any other demographic group. This knowledge is great, however how is a company or political organization going to market to Hispanics? If you think translating the message is all you need, think again!!
Consider the following…
Hispanics are not monolithic. There are different ethnic groups within the Hispanic community. Many statistics used are based on a nationwide number, which reflects on Mexicans being the majority. When we get into states like Florida, there is a variety of Hispanics coming from the Caribbean, Central and South America. Each of these groups bring on a whole different approach to viewing things since they do not share the same cultural experiences.More than 50% of Hispanics prefer to read and view media in English. A large segment of Hispanics are 2nd and 3rd generation American and are either bi-lingual or don’t even understand Spanish, however they are still attracted to messages that reaches to them on a cultural level.
In terms of Politics, regardless of ethnic origin, various polls indicate that the the #1or #2 issue concerning Hispanics is Education. This is reflective on the fact that the average age of Hispanics (27) is younger than the National average. The largest segment in the Hispanic community is under 18. So when creating a message to adults, consider using messages that incorporate family or children. If the message is to the youth, consider using bi-lingual or English messages with music in the background. There is a reason Regaeton made it to mainstream media and it is because of the large Hispanic youth population.
Quoted in PBS: Frontline - "Florida: A Swing Vote Surprise"
Quoted by Associated Press - "Sotomayor vote could affect Fla. Senate race"