3 tips for small business owners on marketing to Hispanic millennials
October 01, 2014
Small business owners can use these tactics to connect with Hispanic millennial buyers.
In honor of National Hispanic Heritage Month, the Hiscox blog is featuring small business tips from Hispanic and Latino small business owners. Below, entrepreneur Alison Feliciano, founder and owner of MyCRD, a credit restoration company, shares tips for marketing to Hispanic millenials. I just recently learned the term “Millennials”. That is what they call individuals born between the early 1980’s and 2000. This generation is a generation of power consumers that no business should ignore. But the other thing that shocked me even more is that one in five American millennials is Hispanic. I am a firm believer that if a small business is not marketing on a multicultural platform you will be leaving money on the table. Here are a few ways you can expand your existing marketing to target Hispanic millennials.
- Via Text Message – Of all demographic groups in the United States, Hispanic youth text the most. A recent study revealed that Hispanics age 14 to 17 send up to 100 text messages a day. That statistic compares to the 50 messages for white youth and up to 80 for black youth. The median cellphone user on the other hand, sends an average of 10 texts per day. Implementing a texting campaign would be a prime place to reach Hispanic millennials.
As a parent of two teens, I know that teens are obsessed with their cellphones. It’s as though it’s an extension of their body, which sometimes drives me nuts! But as a business owner, I understand that if I ignore this fact, that it could cause me to lose potential income.
- Speak Their Language – According to research, Hispanic millennials are a lot more receptive to English-language media than older Hispanics. Nearly 40% of Hispanic millennials are bilingual which a 73 % increase within the last 10 years. What I am trying to say is that you don’t have to launch a marketing campaign in Spanish. Often times, it’s not easy to translate your ads from English to Spanish. The ads have to focus and highlight cultural understanding, while including straight talk, warm interactions and a mentality of care giving. All of these are traits that Hispanic millennials most commonly respond to.
A great example of this are the Verizon Wireless Hispanic centered stores called Viva Movil. The partnership between Verizon Wireless and Jennifer Lopez created a bilingual family-friendly environment for shoppers. It boasts bilingual employees to translate contract details and even a play center for children. Instead of the normal black and red color scheme, Viva Movil employees wear white shirts and white pants with orange trim.
- Stay Plugged In – Historically, Hispanic youth have the highest rates of television consumption, and cellphone and computer usage, compared with other demographic groups. The average Hispanic youth spends two hours and 53 minutes on his or her phone every day. Having two teenagers, I can definitely confirm this. This is in addition to the five hours and twenty-one minutes spent viewing TV, according to the 2011 Children, Media and Race study from Northwestern University.
As a small business owner, it’s important to create a marketing campaign on these three platforms to engage Hispanic millennials. More than half of Hispanic millennials report going online to learn more about a product after seeing a commercial on TV. Additionally 51% share product information on social media. As a Hispanic business owner. I don’t take it for granted that just because I am Hispanic, people will buy my products and services. I have to understand that the Hispanic market is the way of the future. As business owners, we have to now ask, “How are we going to talk to them?”
Alison Feliciano is a public speaker, author and CEO and Founder of MyCRD.org, a credit restoration company. Most importantly, Alison is a wife and mother of two. Alison has worked in the finance, mortgage and real estate industries for over 25 years. Although she is passionate about educating people in the areas of credit and debt, above it all it’s her calling to help people DREAM BIG! Alison Feliciano’s straight-from-the-heart, high-energy, passionate message motivates and engages all audiences to step into their greatness, providing them with the motivation to take the next step toward living their dreams. Connect with Alison at MyCRD.org or http://Twitter.com/mycrd_org.