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Marketing To Hispanics Not A One-Message Affair

St. Petersburg Times, Wednesday, June 22, 2011 10:30 AM

Hispanics may be the fastest-growing demo in the U.S. but the 50 million or so people who consider themselves Hispanic represent an array of cultures that can't be pitched all at once with one message in Spanish. That was the theme of an American Marketing Association chapter meeting in Tampa, Fla. "It's not about advertising in Spanish anymore, but knowing each Hispanic community's lifestyle and being relevant to it," said Tony Suarez, a former Coca-Cola and McDonald's executive.

U.S.-born offspring of immigrants who are driving the growth of the U.S. Hispanic market are also developing their own bicultural identities and communities, said Felipe Korzenny, director of Hispanic marketing at Florida State University and author of Hispanic Marketing: Connecting with the New Latino Consumer.

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