The Power of Geo-Targeting Hispanic Buyers

Brands and marketing executives are learning to adapt to their target audiences to communicate their messages better.
The presence of different cultures has made it difficult for companies to promote one message across the board. At a moment riddled with such confusion and chaos, geo-targeting is enabling brands to approach consumers from a place of knowing. By attaching geographic coordinates to marketing content, it becomes more relevant, effective and quick in gaining a response from the target audience.
 Direct mail is one of the best ways to geo-target your potential audience. While some people might discard direct mail, Hispanic households are known to be 3–5 times more responsive to direct-mail solicitation. Statistics show that 77 percent of Hispanics actually pay attention to mails and don’t discard them right away.
Here are some tips to make geo-targeting better.

· Determine your Audience

To make your direct-mail campaign successful, you need to filter out the right list of contacts. Since you’re floating in an abundance of information, it’s important to determine the right audience for your direct-mail campaigns.
Just going by Hispanic surnames from a directory will not cut it. You need to filter through age groups and professions as well.

· Customize your Piece

Put yourself in the place of your buyers and then make a decision. Does it feel more personal to see your name addressed in the piece or being referred to collectively? The answer is definitely the former!

Personalization goes a long way in making a customer feel special and valued. Leaving a customized message for individual buyers makes it even better. Marketers can also adopt a bilingual approach to reach out to as many Hispanics as possible. This will expand their focus over a multi-generational group.

· Avoid Literal Translations

Transliteration is not the ideal solution for turning English content in Spanish. This is because every language has cultural underpinnings and the message can easily get lost in a literal translation.
In order to do it right, you need an expert who’s not just fluent in Spanish but also well-aware of their customs and traditions. This is primarily why ethnic marketers are deemed at the same level as specialists are in the medical industry.
GoDiversity is one of the top Hispanic advertisement agencies in the area and can do a stellar job with direct-mail. Approach them for all marketing needs. 

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