Deep Understanding of the Complexities Inherent in Hispanic Markets
Contrary to common belief, Hispanic marketing does not necessarily mean advertising or crafting your message in Spanish. This important consumer segment of the U.S population, with a purchasing power projected to reach $1 trillion by 2010, cannot be defined by language alone. Marketers that rely solely on the language criterion are only reaching a portion of the market and perhaps not the right segments for certain products or offers.
As a result of the pioneering work of PSA in Hispanic marketing, many companies have adopted a bilingual strategy to acquire new consumers that may speak Spanish but not read it or perhaps have a preference for the English language. However, even this approach has often backfired by erroneously translating something into Spanish that has worked well in the general market but leaves out key aspects necessary to move Hispanic consumers to action. In addition, there are many characteristics that define the Hispanic market aside from language.
At PSA Directo, Hispanic consumers are defined as individuals that can trace their roots to any Spanish speaking country and who live in the United States. These consumers, who have been in the US for months or generations, have a multitude of language proficiencies, both speaking and writing, lifestyles and media preferences.
To help you communicate with Hispanic consumers that are not easily reached through Spanish mass media, PSA Directo develops highly targeted end-to-end direct marketing solutions that help simplify the complexity of this very complicated but profitable market.