This post is also available in: Spanish
Home Depot
Home improvements can be exhausting, especially if you are not a professional. In trying to find a lamp for my son’s room, for example, I decided to go to the first place that came to my mind: Home Depot.
Walking into the store was overwhelming- where do I get started? Most people were moving fast, looking like they knew what they were doing. On the contrary, I looked like a tourist in New York trying to find a friendly face that could help me find my way around.
My experience immediately changed when I looked up and found that ALL the signs were in both English and Spanish. The Home Depot speaks Español! I felt welcome and comfortable. I speak English, but Spanish will always be my first language.
As a Latina in the U.S., I am excited to find companies such as The Home Depot that recognize the importance of the Hispanic market. According to The Home Depot Hispanic Marketing Overview, Hispanic consumers spent $21.7B on home improvement in 2009 (Harvard Joint Center for Housing Studies, 2009).
Also, as a marketing professional, I found it very exciting that The Home Depot Marketing Overview also includes the following strategies:
- Bilingual How-To Clinics conducted through Spanish language radio
- Toll-Free Hotline (1-800-533-3199) that offer toll-free service with a Spanish prompt
- Market-Targeted Advertising: Advertising efforts through television, radio, print
and online, targeted at both consumers and professionals
- Spanish Language Home Depot YouTube Channel: Access to how-to tips from the home improvement leader from home, the laptop or a mobile device
Hispanics are a priority now and in the future of the U.S. Any business that recognizes and implements smart strategies to reach them will be ahead of the marketing game.
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