BOOK COVER MAGAZINE - WINTER EDITION - 2017

MO
REACHING THE HISPANIC BOOK MARKET - MARIA ORTIZ
Create a strategic campaign to reach out to the
Select the right product for the market.
Hispanic market. Strategies and focus are your
For example, do you have a book you would like
best allies for reaching out to a new emerging
to introduce to the Hispanic market? Therefore,
market. The Hispanic population has many
have characters that are Hispanics. Put Hispanics
different consumption patterns, and it takes a
on the covers or create a bilingual conversation
different approach to reach them. Most of the
within the book characters. You can also publish a
families in the United States come from many
bilingual publication. Have a line of products?
Spanish-speaking countries in Latin America. Yet,
Name some products with Hispanic-oriented
there are many things we all have in common,
terminology. This way, you can engage and reach
like customs, foods, dances, and of course, the
out to our market and our culture. Many
Spanish language. But there are also many
businesses try to reach the market with the wrong
cultural differences within and between countries.
selection of products. You must do the right
Therefore, focusing on creating a campaign that
research to ensure inclusion. What does it take to
takes in consideration our values, cultures,
properly reach a market that is new to you?
languages, and our lifestyles will help you gain
Define the right product and market it correctly
market control.
to grab hold of the opportunities to come.
Reach out through technology and social media.
In conclusion, when reaching out to a new
Hispanic social media promotions and advertising
emerging market for the first time, make sure you
need to be included in your strategic operations.
do a vast research of the market. Explore their
Check this out: According to the Nielsen Report,
values, cultures, traditions, and likes. Get to know
the average Hispanic spends more than eight
the people in your local community. Set a
hours watching online videos each month (longer
strategic marketing campaign that outlines your
than the U.S. average) and Hispanics are 17
goals to reach the market. Check new trends,
percent more likely than non-Hispanics to access
products, and services that will help you
the web more through their phone than through
understand the Hispanic market. Engage in social
a computer. Apparently, we are very visual. So
media, create videos and learn new languages,
translate your social media content, get your
anything that helps you be visible. Set a budget
camera, and post away.
and reach the prospective market slowly but
surely, or fast and aggressively, it's your choice.
I've approached companies offering adverts in my
Open your heart and mind to a new colorful
publications and the've declined due to having a
market… The Hispanic Market!
limited marketing budget. Failure in creating a
small budget will hinder you reaching the
Maria Ortiz is an entrepreneur, Hispanic business
Hispanic market. Include a monthly amount for
strategist, advertising and marketing consultant,
marketing, time to visit local Hispanic resources,
and publisher of the award-winning Cultura
and budget for translation and editing services-as
Latina Magazine.
needed.
BOOK COVER MAGAZINE | JANUARY 2017 | 54