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Hispanic Sports Marketing 101

This is a guest post by Elisa Padilla

The Hispanic segment offers demonstrate opportunity due to size, growth and increasing spending/purchasing power. It’s expected that by 2050, 28% of the U.S. population will be Hispanic, thus opening up the doors for marketers. There are a few things to know about marketing to Hispanics:

Culture: You must first understand the culture and ensure that your marketing message is culturally relevant, otherwise it won’t work. For instance, when you think of Hispanics, you may think of the Spanish language used amongst the segment since there are different dialogues that are used within the culture. It’s as simple as understanding a word that may be used in Mexico doesn’t have the same meaning Puerto Rico or visa versa.

The Segment: the Hispanic segment is the fastest growing segment in the United States, however, the biggest mistake that marketers make is to assume all Hispanics are the same and that’s not the case. Within the Hispanic segment there are sub-segments to consider; Caribbean Hispanics, Latin America Hispanics, Acculturated, Non- acculturated, Bicultural and First Generation Hispanics. You must consider your target when developing your marketing message.

Advertising: Television is the best medium to reach the Hispanic segment. Hispanic sports fans living in a bilingual home watch a combined average of 24.2 hours of English and Spanish TV per week.

Language: Spanish, English or Bilingual? Depending on the medium you are using make sure to use the appropriate language. If you are advertising on a Spanish language TV/Radio station, make sure to use Spanish.  When handing out flyers through street teams, it may be best to keep it bilingual.

Listen, learn and network at the Hispanic Sports Summit – a must-attend summit focused on the Hispanic segment and sports. This event is being held on Wednesday, October 27, 2010 at New York University, Kimmel Center in New York. The Summit is co-hosted by NYU-SCPS to benefit the students of the Preston Robert Tisch Center.

The summit is the place to learn what sports experts are doing to reach the Hispanic segment, what works, what doesn’t and get answers to your questions. You will walk away fully informed on how to capitalize on marketing opportunities and revenue streams by targeting this segment. You will learn from top marketing experts and network with your fellow marketers facing similar challenges.

Go to www.hss2010.com to review event details and register.

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Image by World Economic Forum

Image by Keith Allison

Elisa Padilla is the Founder of Hispanic Creative Group. HCG is a boutique agency that’s dedicated to expertly connecting companies to the Hispanic segment in the most direct and effective manners. The team specializes in perfecting advertising/marketing campaigns that appeal to the Hispanic community. Elisa is a results driven creative marketing professional with over 15 years experience in Sports, Entertainment, Event and Hispanic marketing, building success in developing creative marketing campaigns, strategies and solutions with desired results.

Also, Elisa is an Adjunct Faculty Member at New York University where she teaches Sports Marketing and sits on the National Board of WISE [Women in Sports and Events].

A native of Newark, NJ, Elisa has an MBA in Marketing from Fairleigh Dickinson University and currently resides in New Jersey.

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4 Responses to Hispanic Sports Marketing 101

  1. Walter J Lee September 16, 2010 at 1:48 pm #

    Some plain insights here… if Hispanics watch a lot of tv, doesn’t it mean an ad spot has harder time achieving cut through?

  2. sarah August 6, 2013 at 6:40 am #

    Amazing website. Lots of handy details here. I’m mailing the idea for some associates ans in addition spreading throughout delightful. And definitely, thanks a lot for your sweat!

  3. Conner Starks March 30, 2014 at 4:50 pm #

    It doesn’t help me with naming the top 2 Hispanic sports.

  4. raw food weight loss September 27, 2014 at 5:14 pm #

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