Hispanic Marketing is a growing demographic marketing segment.   From 1990 to 2000, the Hispanic population surged from 22.4  million to 32.8 million -- an astonishing 58% over a 10 year time span.  In 2008 the population was at 46.6 million, with the number projected to reach 53 million by 2013.  The number of Hispanics here in the U.S.A. is greater than the entire population of Canada, and accounts for 1 in every 7 Americans.  By 2013 this number is expected to change, with projections that 1 in every 6 persons will be Hispanic. 

When developing a marketing strategy to reach Hispanics and Latinos, cultural awareness is key.  Different generations of Latinos  different levels of acculturation.  New immigrants can also include persons with advanced degrees and who are highly bilingual and whose lifestyle and interests as consumers may differ from other immigrants.  Knowing what language to use to reach in Hispanic/Latino marketing is also important, as there is a growing in-English segment.  As with the Asian American community, also understanding in-culture nuances is also important in marketing to Hispanics and Latinos.

Recent demographic studies indicate that the English dominant segments are not only growing, but are not as effectively reached in Spanish as the Immigrant and first generation Hispanic and Latino populations.  The rapidly growing third generation of Hispanics may have bilingual abilities but will be English dominant, according to recent published studies.  This would indicate that this segment will be more effectively reached in English, but in-culture.

Chicago hosts a complex Hispanic population of ethnic subcultures from Mexico, Puerto Rico, Cuba, and Latin America.  Chicago ranks 3rd in the nation as far as cities with the highest Hispanic population.  In Chicago, 26% of the population is Hispanic.  Chicago's Hispanic population is richly diverse, with native born and immigrants from Ecuador, Peru, Argentina, Bolivia, Columbia, Guatemala and other South and Central American countries.

Hispanic Buying Expenditures

Hispanic households spend more on groceries, telephone services, clothing, footwear and gas and motor oil, and a higher proportion of money on housing and vehicle purchases.  Expenditures are about the same in proportion to total outlays as non-Hispanics on restaurants, housekeeping, supplies, furniture, appliances, household textiles, public transportation and personal care products and services. 

Hispanic Marketing Campaigns that work in-Culture

Hispanics and Latinos have shaped and influenced popular culture in ways from food to entertainment and other aspects of American popular culture.

From burritos, and salsa to high profile Hispanic celebrities including Banderas, Salma Hayek, Marc Anthony, Adam Rodriguez, and Ricky Martin, not to mention J Lo,  Hispanics have become more visible and more recognized as a viable economic consumer group.

Effectively marketing to Latinos and Hispanics goes beyond translating packaging into Spanish, as each market segment has it's own nuances of acculturation and subcultures, as well as generational differences.  English dominant Latinos have their own in-culture subcultures, which also differs from targeting these groups as if they were part of the dominant culture.  Understanding these subtleties can make the difference between effective or ineffective reach and conversion.

Cultural Marketing PR offers tactical effectiveness to reach this market by employing:

• Strategic advertisement placements at popular culture events
• Client sponsorship of popular culture events
• Product promotion, placement, and integration of products with media, film, television and theatre professionals.