Businesses have realized the massive income that can be acquired from marketing to the Hispanic communities. They are trying to reach the Hispanic market in general. The social event industry is just one of the many areas in which Hispanics are spending their money in the United States. Large and small companies use national advertising, which if the budget can afford is great. Some industries have realized the value of regional and local level advertising. These local advertising means can identify the marketing needs of specific ethnic groups in an area.

In the past, the Hispanic market had always been targeted as a mass, based on the sharing of a language. This undeniable language thread of Hispanics cannot be denied; so many countries in the world are Spanish speaking. But as wonderful as the language bond may be, today's Hispanic market needs to be addressed with a different approach.

Hispanics in the United States have grown in great numbers. They vary in income status, customs and cultural backgrounds. Their marketing differences arise due to their country of origin, and even their time of exile.  Many Hispanics hold on tight to old traditions, while others, those that made a life in this country many, many, years ago, have Americanized their thought process. There are many young Latin Americans born in the United States, the new breed of Hispanics. Sometimes they joke and call themselves "American made with Hispanic parts". This new generation needs to be addressed with a mix of respect for tradition and a dash of modern day tactics.

As editor and publisher of a local, Florida bridal and quince publication that reaches a very diverse mixed market in South Florida, I can attest to this matter first hand.

The Latina bride and the quinceañera's marketing needs vary from city to city, and even from state to state. This very unique consumer group needs marketing strategies focusing on specific niche groups in different parts of the country and localized sectors of all the Hispanic communities. One overlooked factor is identifying the market by level of acculturation, and socio-economic levels. These two factors greatly affect spending habits of any consumer group.

Trending is a big factor as well, and does happen within Hispanic communities and communities of any culture. One perfect example is the whopping numbers of elaborate and expensive sweet fifteen celebrations happening on the East coast of Florida. These parties are averaging from $30, 000 to $60,000. The money being spent in these Hispanic communities is astronomical. We have noticed that fashions and styles of parties can duplicate from one community to another, and therefore affect an industry and a specific cultural group.

Today we are learning to identify all these differences within a minority that had in the past always been grouped as one.  Our biggest challenge in marketing to different ethnic groups is observing and paying attention to their consumer differences but also realizing the similarities within them.

One thing is for sure; the Latino market is spending a huge amount of money in this economy, and one of their big spending habits is definitely on their social event celebrations.
 

Brides and Quinceañeras of all Cultures Unite, Share and Have Wonderful Experiences!

Isabel Albuerne The Event Lady of Florida Weddings and Special Events