A) Bilingual services which permeate every industry in the U.S.
B) (For marketers,) a careful analysis of what it means for this population to be labeled with a pan-ethnic label like "Hispanic" or "Latino".
We run the risk of failing to create powerful connections with these consumers by pigeonholing groups of people—which otherwise are vastly different culturally—under an overarching umbrella like “Hispanic” or “Latino” solely because they share a common language. Ignoring how sensitive definitions of identity among Hispanic groups are can severely compromise the effectiveness of your marketing campaign for Bi-Cultural markets.
Are you catching what I’m dropping?! As a marketer seeking to reach Bi-Cultural markets, this is the best time to think outside the box and not limit your efforts to the obvious—literal translations to Spanish. Your goal should be to speak fluent culture successfully with your target markets. Meeting these cultural needs will positively impact ROIs for companies seeking to maximize profits within markets that attract Spanish-speaking populations (remember that “1.3 trillion by 2013” spending power?).
This is obviously a multi-layered issue (my favorite part of this conversation) and finding the “sweet spot” will not be easy.
A good place for you to start is to consider:
Karla Del Angel is a part-time graduate student at Northwestern's Medill program, studying Integrated Marketing Communications. Currently working at Northwestern’s Office of Alumni Relations and Development, she is very interested in brand strategy for bi-cultural markets and hopes to follow this career path upon graduation. Follow her @kdel87 and connect with her on LinkedIn: Karla Del Angel.