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The Future of Offline Marketing???

by TheBigBee
11 replies
Check out these fun facts:
  1. Hispanic business ownership will increase to 5 million in 2017, from 2.3 million in 2007.
  2. 35% of Hispanic BUSINESS OWNERS either prefer to speak English, or, ONLY speak Spanish.
  3. Hispanic business owners are more optimistic about their futures than any other group.

On the consumer side...
  1. Hispanics spend more money per capita than any other ethnic group.
  2. Hispanics are more prone to be brand loyal than any other ethnic group.


Here are some links to help unpack this further:

https://secure.hbinc.com/product/view.asp?id=217

http://mediarumba.com/wp-content/upl...tream-2012.pdf

http://www.geoscape.com/HBR/pdf/Geos...ners_FINAL.pdf


Summary: Non English speaking offline marketers should hire assistants to help tackle this demographic group. Hispanic consumers spend more money than any one else. Hispanic business owners are consumers when they close shop. The assumption is that if you target well and tie your marketing to cultural relativity, you will find it easier to close sales as the data suggests that the optimism endemic to Hispanics should reflect itself in your close rate.
#future #marketing #offline
  • Profile picture of the author joe golfer
    Good stuff, BB. I'd go even further. You will be behind in ten years if you are not going after Hispanic consumers.

    They are the largest ethnic group here in California and also New Mexico. By 2050, minorities (in total) will be the majority.
    A Milestone En Route to a Majority Minority Nation | Pew Research Center

    "The Hispanic population grew to 53 million in 2012, a 50% increase since 2000 and nearly six times the population in 1970, according to the most recent U.S. Census Bureau data. Meanwhile, the overall U.S. population increased by only 12% from 2000 to 2012. Hispanic population growth accounted for more than half of the country’s growth in this time period."
    The U.S. Hispanic population has increased sixfold since 1970 | Pew Research Center

    Most of that increase is from births in America, not immigration.

    Don't wait. You don't have to translate all your stuff into Spanish right away--you can develop that over time. Where I live it is 98 percent Hispanic, yet most people speak English as well, especially younger people. It's more important that you understand the culture and present your message in a way that resonates with them. That means you must honor their families, heritage, and customs.
    Don't Sell to Me! Hispanics Buy Brands that Empower Their Cultural Relevancy - Forbes
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  • Profile picture of the author Rus Sells
    Thanks for the post, been on that for over a year now!

    Huge market potential guys, heed the information!
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  • Profile picture of the author TrumpiaTim
    The Hispanic market is definitely growing so you will definitely have an advantage if you anticipate this.
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    Trumpia: The Most Completed SMS Text Messaging Software & API Solution.
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  • Profile picture of the author Reddy20
    Now this is an interesting fact. I will research more on this
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  • Profile picture of the author GloriasRosse
    Nice Post.

    One thing for sure, if you want to grow your business & your presence you should be good at English as well as Spanish language.
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  • Profile picture of the author Defacto
    What is also interesting is I have spoken with at least 2 young Hispanic friends who do not speak a word of Spanish in the San Antonio area. But yes I do have a couple clients that have wanted direct mail campaigns set up in Spanish and that market will be here for a long time coming.
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  • Profile picture of the author TheBigBee
    By the way - this is obvious, but it probably doesn't make sense to go aggressively after the Hispanic market unless you are in FL, NY, TX, NM, CA... The argument can be made for IL, but that would be limited to Boston.

    1 in 4 business owners in the state of NM is Hispanic.
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    • Profile picture of the author joe golfer
      Originally Posted by TheBigBee View Post

      By the way - this is obvious, but it probably doesn't make sense to go aggressively after the Hispanic market unless you are in FL, NY, TX, NM, CA... The argument can be made for IL, but that would be limited to Boston.

      1 in 4 business owners in the state of NM is Hispanic.
      I think you mean Chicago, IL.

      I would throw Colorado, Arizona and New Jersey in as well.

      II. Ranking Latino Populations in the States | Pew Research Center's Hispanic Trends Project
      • "More than half (55%) of the U.S. Hispanic population resides in three states: California, Texas, and Florida. California has the nation’s largest Hispanic population, with about 14.4 million Hispanics. California’s Hispanic population alone accounts for more than one-fourth (28%) of U.S. Hispanics.
      • Eight states have a Hispanic population of over one million: California, Texas, Florida, New York, Illinois, Arizona, New Jersey, and Colorado."
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      - Jack Trout
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  • Profile picture of the author TraderAgency
    Interesting data. I def plan to have alot of marketing material in spanish as well. I should just bring on a spanish speaking marketing director to target that demographics.
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    • Profile picture of the author savidge4
      I have to say that I have never even tried what i am about to ask.. but how well does a Spanish only website rank on Google US?
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