What we do: hispanic marketing We believe in the bicultural language of marketing. According to a recent article in Marketing News*, Hispanics represent the fastest-growing population and consumer group in the United States. It also cited that 66% of U.S. Hispanics are considered “bicultural,” living comfortably in both Spanish and English-speaking cultures (and households). This is often true of the younger generations who may speak primarily English, but may be living in the same household with a grandparent who speaks primarily Spanish. Simply translating an English ad to Spanish is not effective. There are both cultural and language considerations. When considering mass media (going outside the traditional Spanish language mediums), bilingual ads are earning more respect, when executed properly. Again, the concept, message, visuals/photos, tone and theme of the marketing piece should reflect the culture—not just the language. We are based in Central Florida and work with clients who reach out to our large Hispanic population as part of their overall marketing strategy. Whether you just need one marketing piece, or an entire campaign, we can help you reach this audience more effectively.
Featured Work: AT&T Mobility wanted to reach out to the Hispanic community in Orlando when launching one of its new “experience” stores. Teague Marketing wrote and designed this direct mail piece around the grand opening promotion tied to baseball. We used culture-oriented imagery themed around baseball and family. By making the piece bilingual, it had a more universal appeal. *Speak Our Language, Marketing News, March 15, 2008 |
