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Cookie Cutter for Marketing
I find interesting that even though I was born in the United States, I sometimes receive Spanish-language direct mail. Sometimes a Spanish-speaking representative from my phone provider will call and ask about about the service. I definitely don’t mind being contacted in Spanish, since I speak and read the language, but it makes me wonder if they are solely doing that because I have a Hispanic name. Also, I happen to know plenty of people who have a Hispanic surname and can’t say more than “si” or “muy bien.”
Another concern that I have is that there is not enough high-end brands targeting Hispanics. There seems to be a certain belief that Hispanics are low-income earners and that advertising to this market should focus on cost-conscious brands. While I believe that there is a segment for this, there are also close to 4 million Hispanic households in the US who make over $100,000 annually. Luxury automotive corporations, high-end hotels and retailers should not forget about the affluent Latino.
These are just a few of the reasons as to why advertisers need to develop a more complex approach to their Hispanic marketing efforts.
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