Marketing To Hispanic Population?

Ed the Roofer

Just Wondering?

My marketing area consists of varying ethnic demographics. Trying to be PC about targeting Hispanic homeowners. Some newer areas and towns around me are 500 K Plus homes, (McMansions), and older communities are 150 K, 40 year old homes. Up until about the past 5 years, these older homes were our bread and butter due to shoddy initial construction and minimum code requirements, almost non-existent back then, which require alot of additional corrective work $$.

I don't properly know how to market to the Hispanic market, or am I just wasting my time thinking about this. Are the 1st generationers diy w/freinds of freinds and will not trust any Gringos, or has anybody been successful reaching out to that community?

Is this an untapped market requiring different marketing?

Does anybody have any suggestions on how they have gained inroads with this evolving untapped market?

I am not multi-lingual, but my crew project manager and one crew foreman are.

Do you use a bi-lingual secretary?

Do you make up marketing flyers is spanish or other ethnic languages?

I think there is alot of potential out there, so lets hear from everyone.

Ed

dougchips

Google Michael Lee, he teaches marketing to minorities. He has an e-book and does seminars on occasion. Lots of interesting stuff, I went to 2 of his seminars and sent my sales guy to one.

Mike Finley

It's really easy, just make up flyers and drop them off to the guys hanging outside of Home Depot. You know the laws of 5 degrees of separation? If you know what that means you know that your flyers will make it to every single member of your target audience within 2-3 hops.

Bud Cline

"Five Degrees of Separation"???

Holy crap Mike, that's a little deep for here isn't it?

Ed the Roofer

Thanks for making me look something up! I heard of this before, but didn't really know what its intended meaning was.

What about the Hispanic marketing though, really?

6 degrees of separation
Six is often treated as 2x3, but has many characteristics of its own. Six is also the "pivot" of its divisors (1+2+3=6=1x2x3) and also the centre of the first five even numbers: 2, 4, 6, 8, 10. Six seems to have a pivoting action both mathematically and socially. How is it that everyone in the world can be linked through just six social ties? As Simon discovers, the concept of “six degrees of separation” emerged from a huge postal experiment conducted by the social psychologist Stanley Milgram in 1967. Milgram asked volunteers to send a package by mail to one of a hundred people chosen at random. But they could only send mail to people they knew on first name terms.

More recently Duncan Watts and colleagues at Columbia University in New York conducted a massive email experiment with more than 60,000 people from 166 different countries taking part. Participants were assigned one of 18 target people. They were asked to contact that person by sending email to people they already knew and considered potentially "closer" to the target. The targets were chosen at random and included a professor from America, an Australian policeman and a veterinarian from Norway.

The researchers found that it in most cases it took between five and seven emails to contact the target. Watts says this shows that email has not fundamentally changed the way social ties are created. We explain why six is key to understanding the nature of social networks – and how it is having important implications in helping scientists model the rapid spread of infectious diseases.

thom

We don't have people hanging around outside the Home Depot's around here. Everyone who wants a job seems to have one.

I've often looked outside the HD because that seems to be the place from watching the news. There is no place around here. I've asked others and the answer is the same. No one seems to need a job here.

joasis

1/3 of our local population is Hispanic now, and networking seems to bring the business...of course, my main sub is Hispanic, and they call him, and he calls me. I doubt if this is the case everywhere, but Hispanics here tend to prefer to do business with their own...but a few exceptions will not, since they expect to get ripped off by Hispanics.

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mickeyco

One word, Sombreros, free sombrero with every roof/gutter job, you'll be so busy you'll have to turn some away.

Ed the Roofer

So, does anyone market to them successfully?

My own personal feeling is that they as an ethnic group would prefer to do business within their own cultural origin. I have personally seen how some Spanish businesses, lawyers, realtors and insurance reps have taken advantage of many of their supposedly own, as I'm sure goes across the board with everyone else, but it seemed to stand out to me within this ethnicity most.

They are not dumb immigrants, but usually very family oriented religiously indocrinated individuals, who tend to work very hard unless they get too "Americanized". Too many slackers in our society feel the government should hand everything to them.

So, does anyone properly gain marketshare within this growing population within our society.

Like it or not, they are here to stay, and they should have proper service provided to them. Usually, the hardest working blue collar type clients are the ones I can trust to make their payment to me on time.

Any Spanish marketing flyers being used successfully?

Ed

Sombreros with my Company name on them?

Mike Finley

That has been my findings with all minorities except black folk, they all seem to rather do business with thier own kind. There is almost always a level of trepidation and mistrust with a lot of minoirites. Some have no trepidation at all but some do, what I have found always to be the defining element is how assimilated they are into the American culture, the less they are the more mistrust and fear they have of doing business with white Americans.

Seriously Ed if you want to do this just spend a little coin. Do some research into some marketing firms in your area that are successful at doing this type of thing. That would be a pretty simple way to do what you want to do.

MattCoops

Mike,

minorities?
whose the majority?
us white guys are the minority now

and for the thread starter,
from experience,
if you market to hispanics you'll get more calls for guys wanting work than you will for homeowners asking for estimates.

You should have been focusing on getting ads in different calendars
that was couple months ago though, way too late now

maybe instead of hispanics, you can focus on the chinese calendars.
I think there new year is in April or March or something

__________________
Matt with Cupan Custom Tile & Paint of Lowell, Massachusetts
Design and installation of ceramic tile and natural stone for floor, wall, and countertops
(978) 601-8774 | cupantile@gmail.com | view tile pictures and more