The Hispanic population in the U.S. has doubled in the past ten years, making them the fastest-growing minority consumer group in the U.S. Surprisingly though, they are also one of the most underserved communities for media providing advertisers with a great opportunity to reach them. But with advertising, it’s important to know your audience. It takes a keen understanding of demographics and cultural differences to target these consumers effectively. So here are 4 ways your advertising message can reach Hispanics using out-of-home media.
On the Road
Truckside ads can be highly effective because of their ability to be targeted to specific geographic areas where larger Hispanic populations reside and visit.
Through the use of detailed GPS mapping, your ad can be confirmed reaching freeways, interstate or commuter routes, and city surface streets throughout the market area, all day, every day.
At the C-Store and Gas Station
A recent study by the NPD Group shows that more Hispanics buy groceries at convenience stores than non-hispanics. Therefore, reaching them at their local convenience store or gas station can provide superior results for marketers. If due diligence is conducted properly during demographic research phase of your campaign planning process, you should know the most opportune c-stores and gas stations to target.
Some creative ad placement ideas include:
- Ice Box Advertising : big, bright, eye-catching ice box coolers that are wrapped in brilliant 3-D images, incorporating clever bold designs, visible from up to 50 yards away.
- Gas Pump Advertising: framed, full-color advertisements that are placed on top of the gas pump.
- Gas Nozzle: an AllOver Media patented product that affixes prominently to the gas nozzle handle.
Targeting the Hispanic audience at c-store and gas stations also allows you the opportunity to create brand loyalty by creating messages that resonate with them. The Latino community is looking for brands that speak to them, not at them and embraces their culture in a way that empowers their identity.
While Out on the Town
Predominantly Hispanic neighborhoods often have their own retail and entertainment infrastructures. Indoor advertising, also known as restroom advertising, can be a very cost-effective way to reach them while they’re out on the town, at their local bar or restaurant.
However, before engaging in a Hispanic-targeted ad campaign, make sure you understand the language and the culture. Consider what happened to the “Got Milk?” campaign. When they failed to consult a Spanish-speaking translator, the familiar catchphrase morphed into “Are You Lactating?”
But advertising to a Hispanic audience is more than having your translation reviewed by a Spanish speaker, it is about speaking to them in a way that is relevant to them. Don’t make assumptions about your audience, do the research needed to understand them and embrace their culture!
With Alternative Financial Services
The buying power of this group is enormous. According to a 2015 Nielsen report, that figure is $3.4 trillion for Hispanics alone. That’s a 415{7dd1416ee44d296125d5309095d205871b45e29241d016cbe67a952aece7c226} increase from their buying power of $661 billion in 1990. And it will only continue to grow.
A 2016 FDIC National Survey of Unbanked and Underbanked Households revealed that just under 30{7dd1416ee44d296125d5309095d205871b45e29241d016cbe67a952aece7c226} of Hispanic households are underbanked, which means their checking or savings accounts also included alternative financial services (AFS) providers, such as money orders, check cashing, international remittances, payday loans, refund anticipation loans, rent-to-own services, pawn shop loans, or auto title loans. Those underbanked households consist of 51.1 million adults and 16.3 million children.
So, how to best reach them? Try Cash Jackets: branded money envelopes given out at check-cashing locations nationwide. They engage consumers when they they have cash in their hand, and are ready to make a purchase.
The key to all of these marketing efforts is to be culturally relevant. Understanding the Hispanic culture, speaking their language, and targeting them where they live and work can yield fantastic results for your advertising campaign. Creative out-of-home advertising can pierce the consciousness of Hispanic consumers with eye-catching images in prime locations, right in their own communities.
