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
