In the
ever-increasing Hispanic market, it is becoming more apparent that the use of
radio as a means of advertising proves successful in captivating the core of
Hispanic listeners. Fortunately for
marketers, Hispanic consumers are using radio more and more as a way of staying
connected to their communities.
Statistics show that the Hispanic population now wields a significant
power in the buyers’ market, so what exactly is the advantage of advertising
through Hispanic radio?
Power in Numbers
Hispanics
now take up a significant portion of the population with even more growth predicted in
the future. This provides significant
space for companies to cultivate a substantial market. Since a large portion of
this community is not native citizens, they still strongly cling to their
cultural values and radio provides these consumers with a direct link to these
values. Hispanics are also known to spend
more time in their cars, respond to radio commercials mentioning a sale, and
use the radio more heavily than the general population. Daily radio listening allows
Hispanic consumers to feel more connected in their communities where they might
otherwise feel alienated.
Culturally Compatible
Listening to
the radio is an essential part of life in the Hispanic community. Consumers that
are new to the United States see radio as nostalgic way to retain part of their
culture as well as remain relevant and connected in their community. Additionally,
radio is a cheaper advertising option that does not require reading proficiency
and can reach people in various locations and situations.
It’s All in the Family
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| http://www.marketingcharts.com/ |
It goes without mentioning that the concept of family and togetherness is an
essential component to the Hispanic culture and lifestyle. On average, the Hispanic family may listen to a station
for 26-30 hours a week, ranking 13% more than the general population. Understanding the inner psychology and
cultural dynamic of Hispanic consumers will help in implementing an advertisement
through an avenue that already resonates well with them.
Tips:
- Direct
translations of English ads never work because certain phrases and ideas do not
translate well and can send a completely different message.
- Get to know
what ideals and customs truly speak to the Hispanic consumer
- When considering budgets, note that radio advertising is one of the cheapest avenues available
Utilizing
radio is a successful strategy in tapping into the increasing Hispanic market.
At its core, a radio is a culturally acquainted companion to every Hispanic
listener. By understanding the culture, you can utilize familiar music and
language to create campaigns that reach the heart of the Hispanic consumer.
After all, it pays to be culturally connected.
SOURCES
