Growing Your Brand in the U.S. Hispanic Market, Where Do You Start?

May 10, 2005 -- The Hispanic population in the U.S. grew 58% in a period of only 10 years, compared to only 13% growth for the rest of the population during the same period. Hispanics now surpass 40 million and are growing at twice the rate of the rest of the U.S. population. With a purchasing power of over $800 billion, projected to reach $1.2 trillion by the year 2012, it is no wonder why so many companies today consider reaching this market a necessity not an option. (sources: U.S. 2000 Census, GI).

But how do you reach this market and how do you do it successfully? Where do you start? “There are many factors to be considered, beyond the potential impact this consumer may have on a business’s bottom line”, says Barbara Ruano, President/Strategic Creative Director of PlanetWoot, LLC, a minority owned marketing/advertising group based in Orange County, California. Ms. Ruano continues, “First it is important to understand who the consumer really is; what makes them unique? What drives them?”

So the next question may be, how do you identify this market? Some say language identifies who they are, others say it’s the culture. “Although both of these things are true”, continues Ms. Ruano, “there is much more to this consumer. Hispanics are very diverse”, she adds, “you have the Spanish dominant consumer, the bilingual and bicultural more assimilated consumer, and the 2nd and 3rd generation Latinos who may not even speak Spanish, but are proud of their heritage, their roots”. However, the diversity doesn’t end there. “You also have a mix of cultures within these segments - Mexican, Cuban, Puerto Rican, Dominican, Salvadorian, etc. and it is a thorough understanding of this complete diversity that allows PlanetWoot to help our clients by developing the best cross-cultural strategies to reach Hispanic consumers of all ages, nationalities, levels of acculturation, language preference, etc., creating the proper communications messages and ideas to effectively advertise the brand, and determining the vehicles to better execute the plan and ensure measurable results”, she concludes.

Ms. Ruano has a solid advertising background of almost 20 years in the U.S. Hispanic Market with an eye-catching roster of Fortune 500 client experience such as M&M/Mars, Kraft/General Foods, Ford Motor Company, Wells Fargo Bank, Sears, ARCO Gas, Rite Aid, McNeil, Verizon and many others, including clients in the entertainment industry in the U.S. and in Europe. But even more impressive is the team's desire to meet every client need, from the smallest projects such as translations/adaptations, to dynamic Flash web sites and complete national/international branding campaigns (including broadcast). It is a minority owned small business with "big agency experience" offering their clients the "know how", without the overhead and high fees normally associated with larger shops. An award winning team that also works as consultants for advertising agencies that need additional support.

Visit PlanetWoot online at www.planetwoot.com to view our full capabilities. For additional information, please contact Barbara Ruano at 562.592.5303 or write to e-mail protected from spam bots