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Posts Tagged ‘Hispanic’

• We are not a race. We are a mix of races and blood lines from many countries. There are Blacks, Whites and Mestizos, (mix of various generations between bloodlines of natives and Spaniards) So, there is no such thing as a Hispanic race.
• We all have various degrees of bilingualism. Some read, speak and write Spanish and English. Many do not. These different skills are also found within the same household. So, neutral bilingual materials and content make sense for key decisions where several members have a say.
Tacos or Mariachis do not necessarily appeal to all Hispanics. In fact, such association offends some.
• Millions come from families that were settled in the US hundreds of years ago.
• We tend to be very loyal to brands when these show they really care about our dollars.
• Many have passports and like to travel overseas.
• We spend a lot of our budget in food because we cook at home, so we value flavors, spices, homemade food and well equipped kitchens.
• We celebrate achievement in formal education. However, we need to do better at researching educational scholarships, grants and opportunities.
• Many of us are self employed. We come with a strong entrepreneurial background and spirit.
• We are younger consumers. We need housing, clothing, education, news, entertainment, etc.
• We need to do better at understanding the value of long term planning and getting some types of insurance.
• We need to do better at understanding philanthropy and the beauty of volunteerism.
• Many were abused by predatory loans. Trust in financial institutions was shattered and it needs to genuinely be rebuilt.
• Many live on tight budgets while they send money overseas to help their families in their native countries. There is not only pride and honor in doing it, but there is a need to do so. This translates into less opportunity to save here.
• There is a lack of understanding about the benefits of political participation and how the US legal system works.

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It may be baseball season, but you might have a more important ‘pitch’ on your mind. You know that the Hispanic consumer group is the fastest growing market in the United States. In 2011 US Hispanics numbered 52 million (up from 50.5 million in 2010).  It is the fastest growing segment of the consumer market and has increased 3.1% since 2010. So, you’ve made the excellent business decision to market directly to this community by translating your marketing materials into Spanish. But how do you begin?

Glad you asked, because this is where we can help you!  There are some very practical guidelines to keep in mind when hiring a translation company:

  • Do your homework – you need a translation company with staff that understands the culture as well as the language – remember, over 20 different countries are considered Hispanic; who are you trying to reach? Be careful not to lump all Hispanics together, there are cultural differences that affect buying habits.
  • Understand the motivation of this customer; don’t assume it is the same as your English-speaking customer! For instance, family is the nexus of Hispanic culture, and this directly impacts the what, how, when, and why of their purchasing.
  • Take into consideration the demographics: age, education, income, gender, even ancestry play a part in defining the Latin consumer.
  • Hire a translator that knows the phrasing Hispanics know, the words that are already familiar to this community.  The ones that ring clear as a bell and hit home.

Check out this great article, it really speaks to the points I am emphasizing (and probably articulates them much better than I do!). The article cites some significant statistics from the 2010 Census:

  • Sixty-six percent of Hispanics in the U.S. are of Mexican descent.
  • The median age of Hispanics is 27.4, compared to the U.S. average age of 36.8.
  • Hispanics have an average of four children per household, while non-Hispanic households have an average of two.
  • Hispanics made up 16 percent of the U.S. population in 2010. By 2050, it is projected that 30 percent of the population will be Hispanic.

My reliable teams at Galindo Publicidad are literally “hand picked”. They are qualified specialists and experts in the language translation business. We make it our business to stay current with the cultural milieu of the Hispanic consumer, from wherever they may come. We know that it only takes one wrong word to throw off an entire marketing campaign. Conversely, we understand the correct and best phrasing to get your message out in a clean, clear, and dynamic way.

We want to be your translation company for the years to come, we really do. But, if you do have a great relationship with another Language Services Provider, nurture it, ask the right questions, and make sure they keep delivering and ‘get’ the important things I mentioned above.

As ever,

Martha

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