How to Break Into the Latin Market

If you run a business and are looking for ways to break into the Latin market, you will need a thorough understanding of the scope of the market and its unique characteristics. Latin consumers are increasing in numbers and purchasing power. Businesses should consider adding a Latin marketing outreach plan into their overall marketing strategy.

Difficulty: Moderate

Instructions

1. Define a specific Latin target market to break into. There are at least 20 different Latin countries represented in the USA. One marketing technique for these different cultures will not fit all, so narrow your target audience within the Latin market based on demographics to create a better defined message.

2. Choose marketing techniques that work. Studies reveal that Latin consumers are loyal radio listeners who spend an average of 26 to 30 hours each week listening to the radio. That's 13 percent more than the rest of the population, so radio spots are worth consideration if you want to break into the Latin market.

3. Target the Internet to break into the Latin market. Research reveals that an overwhelming number of Latin consumers spend time surfing the Internet and participating in online social media. 43 percent of Spanish-speaking consumers report reading 10 or more blogs regularly compared with 16.7 percent of English-speaking consumers.

4. Plan your media outreach efforts and monitor the results. When you market to Latin consumers using Spanish-language publications, websites and blogs, make sure to track and analyze the results to check if it is working.