Two reasons why marketers say they have no plans to begin—or increase—efforts to reach Hispanic consumers are because they lack the language or cultural skills, and they don’t know where to begin.

Now is a good time to investigate the potential.  If you meet any of these criteria, a separate channel for reaching Hispanic audiences is appropriate:

• Your product, service, or mission has intrinsic appeal to people who speak Spanish and/or maintain cultural ties to the language and its customs. 
• You need to generate new revenue streams.
• You need to lower the demographic profile of your target audience.
• You serve a geographic region where Hispanics predominate or account for a significant amount of spending, especially in categories where you excel or want to expand. 

Other factors to keep in mind:  By 2050, half of the U.S. population will belong to a group that we define today as minority.  So while you are evaluating an Hispanic-directed marketing plan, you may want to think even more strategically as our U.S. society becomes increasingly multicultural by the day.  If you market abroad, this phenomenon applies as well thanks to globalization.

From today’s vantage, we can say English will be the common thread that unites us in the U.S.  For this reason, messaging in English that is directed to Spanish-speaking audiences is important and should incorporate the cues and markers that denote one’s mother culture.  But messaging in Spanish is appropriate, too.  

As always, content is king.  Whether you are producing an ad or a fundraising appeal, know your audience first; then communicate with them using the tools, language, and emotional triggers that build connections back to you and your brand.

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