ideal distribution for multinational
companies. TPH has a dedicated de-
partment to work with any company
needing information on import or
export shipping support.
with a good strategy for succeeding
with Hispanics.
What are some common best prac-
tices in penetrating and succeeding
in marketing to the Hispanic Market?
attended by Hispanics.
Do product sampling often and con-
sistently.
Time your promotions around cul-
tural relevant holidays to Hispanics.
Hire marketing experts who have a
proven track record of guiding other
Hispanic dominant brands. Houston
has numerous agencies due to the
large concentration of Hispanics.
Hire bilingual staff that can be your
brand ambassadors.
One example of a Houston home
grown success story is Fiesta Food
Stores. The story that the late found-
er’s spouse tells is that he loved pea-
nut butter and on a trip to a Latin
American country, he craved it but of
course, he could not get it. This had
such an effect on him that when he
returned and saw all the immigrant
patrons at his small convenience
store, he wondered about their pre-
ferred ethnic foods they could not
purchase. The rest is history as he set
out to import food products from all
over Latin America and the chain has
even branched out to other nation-
alities.
Advertise in both general market and
Hispanic media as the level of accul-
turation and assimilation is very high
in Houston.
Include digital promotion into your
mix as Hispanics index very high on
digital media.
Create value around your brand be-
cause Hispanic consumers index
higher in brand loyalty. This needs
to include a bigger bang for the buck
as Hispanics are generally price sen-
sitive to commodities however, they
tend to index higher on products
they really value.
Partner with Hispanic Leaders by
providing sponsorships to their high
profile events.
Another example is Pizza Patron
based out of Dallas, Texas who has
built a 40 million dollar company.
Their stores are strategically located
in Hispanic-dominant neighbor-
hoods and their advertising and
promotions are deliberately contro-
versial. To illustrate, years ago they
advertised patrons could pay in their
stores with pesos. This went viral and
it made headlines that the free earned Advertise your offer on pay days as
media was worth many thousands of your brand is competing with all the
dollars.
other consumable products.
Still another example is Mambo Sea-
food Restaurants who cater to His-
panics with dishes that are recognized
as being germane to Hispanics. Al-
though the owners are not Hispanic,
they are a good example of a brand
Family is a core value, so craft your
message and target family value based
promotions.
Hispanics value relationships, there-
fore work to establish and build a
network of influence.
Your company can succeed by creat-
ing a comprehensive strategy playing
the long game to win. Any brand
that is committed to dominating the
Hispanic Market can do so by know-
ing all the nuances of the various cul-
tures that make up the Hispanic Mar-
ket. Hispanics are not a homogenous
community and there are subtle dif-
ferences in language and messaging.
Join Hispanic Chambers of Com-
merce and networking organizations as
NHPO, a media partner of iF Magazine. Victor Escalante is a long-time media
veteran who has worked in TV, radio, print
Factor Sports sponsorship into your media, and new media. He’s an author
mix as sports and concerts are well and an expert in Hispanic Marketing.
iF Magazine | www.iFMagazine.net
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