Karima_Magazine

HISPANICS ON THE RISE
WHAT CAN YOUR COMPANY DO TO ENGAGE
MORE HISPANICS?
CREATE AN EXPERT TEAM
Create a team whose specific task is to reach Hispanics. You
must have an expert who is familiar with Hispanic values and
culture. You must also have at least one Hispanic on this team,
who can provide critical information to your sales and marketing
department.
DO NOT CHEAPEN PRODUCTS OR SERVICES
Just, because you are reaching Hispanics does not mean that
they want to purchase a lesser product or service. Everyone
wants the best product. They will just receive your message better
when it is specifically formatted toward them.
INTEGRATE SPANGLISH
Children of Hispanic immigrants are very comfortable with English.
So, there really is no need to switch all advertising over to
Spanish, but companies will bode well with this demographic
by incorporating some Spanish aka Spanglish. Also, make sure
you do have an employee who is fluent in Spanish ( just in case).
MOBILE
Definitely create a mobile marketing effort. Everyone is on their
phone. This includes Hispanics that have big families, who are
constantly keeping in contact via social media platforms.
Despite the largest number of deportations of immigrants under
the Obama administration, Latinos are still in the lead. The
U.S. Census reports that by the year 2020, Hispanics will completely
outnumber whites (California’s second largest ethnic
group). You may wonder what kind of an impact Hispanics will
have on the Golden State. “Well, some things are obvious,” said
Mark Plovnick, former Director of Economic Development and
Management at University of the Pacific & executive committee
member of San Joaquin County Hispanic Chamber of Commerce.
“Many employers will be looking to hire workers who
speak both Spanish and English in the near future.” This move
will be made to improve marketing and communication efforts
in order to reach this expanding people group. The children of
Hispanic immigrants are the main target of this new marketing
shift as the 2nd and 3rd generation Hispanic-Americans have
much more buying power than their hard working parents. “If
companies are not already marketing toward Hispanics, then
they are losing out.” said Sylvester Aguilar, past president of San
Joaquin Hispanic Chamber of Commerce. The time is now to
seize grand opportunity with the Hispanic demographic. They
are California’s future.
Latinos in California will outnumber whites within the next year and will represent nearly
half the state’s population by 2060, according to projections. Here are California population
projections by race and ethnicity:
8 KARIMA | NOVEMBER 2016
NOVEMBER 2016 | KARIMA 9