Marketing to Hispanics Demands More Than ‘Spanish-Language’ Vehicles.

Marketers seeking to capitalize on the flourishing Hispanic market need to be more concerned with Hispanic values and less with venue according to the findings of the 2005 Brand Keys Customer Loyalty Index, which examined brand and purchase values of 6,700 Hispanic consumers, aged 21- 59 years of age.

“Hispanics are more likely to purchase brands that make them feel valued as customers. Brands that better understand them, and use value-based vehicles to reach them, will benefit from the endeavor,” said Robert Passikoff, president of Brand Keys, Inc.

“You need to be able to reach them just as you would any other consumer segment,” noted Passikoff, “but that means going beyond Hispanic TV and magazines to seek out vehicles that can help reinforce the values that can make the difference between them buying your brand or a competitor’s.”

The survey identified key values that need to be factored into the decision making process.

Hispanics are 21 percent more loyal to brands that had a real “sense of family” about them.

While 2 percent less likely to actually be brand loyal, Hispanics were, in fact, 7 percent more brand conscious than non-Hispanics.

Hispanics were 9 percent more likely to regard shopping as a social experience.

Depending on the marketing vehicle selected, the vehicle itself could contribute as much as 10 percent more toward creating the loyalty bond between Hispanic consumers and the brand, and could provide negative effects that degrade the brand-to-consumer bond by as much as ­18 percent. “Just being available and in Spanish, doesn’t cut it,” said Passikoff.

“The reality is Hispanics “don’t just see it, like it, and buy it. They don’t just want to be ‘reached,’ they want to be ‘touched’,” Passikoff said. “To do that marketers need to understand consumer values first, and the vehicle attributes afterwards.”

For more information at http://www.brandkeys.com