WHAT SPARKS OUR INTEREST

Picture this. You are 16 years old and peacefully asleep in your bed on a Sunday morning. Just as you are about to flip your pillow to sleep on the cool side for another couple of hours, you are rudely awakened by loud blaring Tigres Del Norte music and its cleaning time.

If you watched any coverage from the 2018 World Cup, you surely noticed the international flavor of the advertising. Some ads were subtle, featuring international looking talent, but some you just couldn’t miss.

The purpose of this guide is to help marketers understand the difference between straight up translation and transcreation. Understanding the difference between these two concepts will fundamentally change the way you market to Spanish-speaking audiences.

Reaching the Hispanic community demands more than just a one-size-fits-all approach to marketing. Although many may think this notion is Marketing 101, there are entire industries that prove otherwise as many have yet to begin dipping their dollars into the market. 

Here at CultureSpan Marketing, it’s pretty clear that we’re students of culture and beyond that, how the Hispanic market segment is helping to change the face of marketing and advertising as we know it. That being said, most of us are also fans of football, what we could consider the great American pastime.

The intangible nature of defining a culture and the formation of attitudes that stem from it can be difficult to measure, but we were up for the challenge when we designed our market research study titled, Understanding the DNA of the Mexican Hispanic Consumer: Decoding Attitudes and Beliefs Relating to Health-Seeking Behaviors.

It’s no secret that the Hispanic population continues to grow along with its collective wallet. While there are many reports that discuss this spending power and the overall influence of the demographic, many companies are still failing to market to U.S. Hispanics. As a result, they’re potentially losing out on quite a bit of revenue. 

If you could create the perfect manual for recruiting Hispanic members to your players club, complete with insights that would make them feel valued and help retain their loyalty for years to come, it might include some seemingly counter intuitive instructions, like directing associates to not ask them to place their bets.