When we highlighted the growth opportunity for your business by targeting Hispanic youths, a common feedback we heard was, "We don't have a Spanish language website." It is understandable why many companies do not have Spanish language websites or have not yet developed advertising programs specifically designed for Hispanic customers. Below we are discussing three different models that you can use to develop your own advertising program targeted specifically at Hispanics:
Joint programs with existing marketers to Hispanics
While Wal-Mart already is a popular offline destination for many Hispanic consumers, it still does not have a website in Spanish. The company has recently partnered with TodeBebe, a popular website among Hispanic women for information on pregnancy and babies. TodoBebe will organize fairs in Wal-Mart stores and use its website and mailing list to target these mothers/pregnant women.
Develop your own website and direct mail
Office Depot was an early mover in having a bilingual website and has actively courted Hispanic consumers since then. Now it is taking its advertising to the next level: first-ever bilingual direct mail. Colby Graff, the company's spokesman says, "...Because of the large representation of school-aged children."
Affiliate marketing
There are a variety of affiliate models available (e.g. Google AdSense, Amazon, LinkShare, ValueClick, etc.) and with just the right ad copy, you can reach the right consumers. An excellent example is Lindisima.com, the most popular website among Hispanic women in the United States that focuses on such high-interest topics as wellness, beauty, personal care, and fitness. A large number of marketers reach Lindisima's audience simply through an affiliate program.
Points to note when developing a Hispanic advertising program
Joint programs with existing marketers to Hispanics
While Wal-Mart already is a popular offline destination for many Hispanic consumers, it still does not have a website in Spanish. The company has recently partnered with TodeBebe, a popular website among Hispanic women for information on pregnancy and babies. TodoBebe will organize fairs in Wal-Mart stores and use its website and mailing list to target these mothers/pregnant women.
Develop your own website and direct mail
Office Depot was an early mover in having a bilingual website and has actively courted Hispanic consumers since then. Now it is taking its advertising to the next level: first-ever bilingual direct mail. Colby Graff, the company's spokesman says, "...Because of the large representation of school-aged children."
Affiliate marketing
There are a variety of affiliate models available (e.g. Google AdSense, Amazon, LinkShare, ValueClick, etc.) and with just the right ad copy, you can reach the right consumers. An excellent example is Lindisima.com, the most popular website among Hispanic women in the United States that focuses on such high-interest topics as wellness, beauty, personal care, and fitness. A large number of marketers reach Lindisima's audience simply through an affiliate program.
Points to note when developing a Hispanic advertising program
- If your online store does not have 100% Spanish version, you should at least create a FAQ/help section in Spanish. Most Hispanics in the United States know enough English to shop online on even English-only websites (our research has confirmed this despite the fact that many online retailers refuse to accept Spanish-only publishers in their affiliate programs; and thus miss out an excellent opportunity to reach Hispanic consumers) but if they have a problem with the shopping cart or have a question, a FAQ page will do the job. It would be even better if you can provide email or telephone help in Spanish. (Related article: How to outsource your call-center?)
- Do some research to better understand your customer profile. Shopping patterns among Hispanics are different and it is also not a good idea to put all Hispanics in the same category. Hispanics are increasingly buying luxury products as their incomes rise, but they don't spend exactly as other groups do. Only more research for your product portfolio will tell you what you need to do.
- Offer alternative modes of payment. Our research shows that despite the rapidly growing penetration of credit cards, Hispanic consumers are still concerned about using it online. Allowing consumers to give their credit card number over the phone while placing the order online will make it easier for you to grab this share of the market.