What are some of the key cultural characteristics of the Hispanic consumer that advertisers need to know?
Nadia Ashrafian: The most important thing is to talk to them in a language they understand. Treat them with respect, being patient so it works and give them original production that is appropriate for this culture and market. Hispanics don’t buy something just because there is a famous person behind a product. They buy it because of clear product demonstration and testimonials that they can identify with. They are an extremely loyal clientele that uses TV, radio and print for information and acculturation. Use this opportunity to gain them as clients for many years to come by offering them fantastic products and services to better their quality of life. Remember that the US Hispanic market is 70 percent Mexican. It is important to reach them, unless you are doing local marketing only in Miami or New York. Otherwise try to go with a neutral accent as well as Mexican testimonials, not Cuban, not Argentine not Puerto Rican. Make the product appeal to the family. Hispanics are extremely fa
