Marketing to Latinos.

• Author: Guevara, Rebecca
• Position: Marketing

"MARKETING TO LATINOS" became a local advertising buzz phrase about the time the census revealed persons of Latino descent make up nine percent of Utah's population. Since then, public relations firms have been hired to "open the Latino market" for clients.

In this, as in any campaign, marketing firms must begin with knowing their target audience's gender, age, education and income. Ethnicity is important to consider whether you are appealing to people new to the U.S. or to later generations. The use of Spanish is important to a new immigrant who recognizes "Se habla Espanol" as an immediate invitation.

Numerous companies are springing up to serve the needs of new immigrants with language and cultural sensitivities. Patrick Salazar, a Salt Lake City-based independent consultant for businesses and charities, has observed a growing number of entrepreneurs in the immigrant community who fill niches for day-to-day products such as television, newspapers and food.

Gladys Gonzalez, the publisher and editor of the Mundo Hispano newspaper, founded Willow Creek Mortgage after she discovered many minorities were not being helped by established mortgage companies. "It was either a lack of knowledge, because they had not worked with minorities, or a certain caution," she recounts.

Don Francom, Bank One community investment manager for Utah, believes involvement in the local community begins in the office. "We feel it's important to mirror the community with the makeup of our employee base," he explains. Francom has marketed to the local Latino community since the 1980s by mixing sponsorship with traditional media in radio, television and print.

The following traits are common to the best marketing efforts:

A straightforward message that communicates to individuals. Like members of most cultures, Latinos are defined by high family interest and loyalty Compelling life vignettes capture the attention of any audience.

Infrequent use of cultural icons. Study the culture and what is acceptable or universal. Pinatas are not universal to Latinos, just as the Scottish kilt is not universal to Europe.

Participation in the community. Bank One's Francom emphasizes the importance of...