WHAT SPARKS OUR INTEREST

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.

Translation only converts words from a source language into a target language, but it does pay attention to grammar and syntax. So while the resulting message may end up reading well, there’s a risk of losing its true meaning and emotion, letting escape the opportunity for a brand to create a strong connection with consumers who speak the other language. 

When I first heard the term “Total Market” in early 2013, I initially thought it was just a trendier way to refer to the General Market in the U.S. Boy, was I wrong! 

Some marketers still believe that once Hispanics bond with a brand, it’s for life – and that the brand basically transforms into a family heirloom.

The Hispanic population in the United States is growing rapidly and has become a cornerstone to business success in our country.

It was recently announced that there are now more Spanish speakers in the United States than in Spain.

Its been some time since we posted our first of three articles about introducing a Hispanic perspective to your marketing strategy, and honestly while I was preparing this second article the entire industry was kicking into overdrive… no, more like hyper drive.

Transcreating your marketing strategy is a multi-tiered process — one that begins with understanding why it's so worth the investment. In this article, I list some ideas on how to begin evaluating your Hispanic opportunity and present it to the people signing off on the marketing budget.