The Hispanic market is booming. A simple Google search will tell you that 20% of the U.S. population is Hispanic. So, the businesses that fail to recognize the potential are simply missing out.
I know you might be asking, why now?
A simple answer is that times are changing and business competition is fiercer. There is little to no room for mistakes. One good decision will help you beat a billion-dollar company, and a simple mistake might lead you to lose it all. When influence is huge, you just cannot miss it.
The situation is not dire for just the small businesses that are dreaming of scaling and becoming bigger; it is equally difficult for established companies trying to reach out to a wider audience.
If you are a business owner looking to learn from some real-life examples, here are some successful businesses that have made it big among Hispanic consumers. Let’s look into them one by one.
Pepsi
When it comes to impeccable marketing, no one can beat Pepsi. This international brand has gained global recognition and has a massive audience. While Coca-Cola holds a strong market share in Mexico, Pepsi is actively working to increase its revenue in Hispanic regions.
For instance, to attract the Hispanic audience, Pepsi has a very strong Latino-based marketing strategy. The company hires local casts and uses cultural tunes and imagery to market its product in different regions. Pepsi also utilizes local talent to personalize each advertisement, so they can make content that is more relatable for the locals.
The campaign by Pepsi is personalized for the Hispanic audience, casting famous Latino celebrities and using Latino music and fashion. Moreover, the brand is famous for launching campaigns for Hispanic Heritage Month and other Latino events.
McDonald’s
Mcdonald’s is another very famous global brand that never misses a beat in the field of specialized marketing. The brand starts with a customized menu that not only helps satisfy the local palate but also becomes a tourist attraction.
The fast food giant also cashes local Hispanic events by launching a new menu, meals, and deals for each occasion. Moreover, the brand collaborates with famous Latino singers, Hispanic movies, and TV series to offer customized meals for their customers.
International tourists visit the food chain from each city just to try to enjoy their menu. This also helps them unlock a different dynamic in the marketing world, especially in the digital age. For instance, vloggers from around the world make content based on the McDonald’s menu.
These food tasting challenges bring in a huge audience and the brand ends up getting a lot of sales without spending a lot of marketing budget.
Optimum
In this hyper-connected world, the internet is everything. Optimum is an internet and TV service company in the U.S. The brand has established its dominance in more than 21 states. Where a lot of other ISPs failed to recognize the importance of the Hispanic audience, Optimum did not just recognize the strength of the Latino population but also built a stronger marketing strategy to cater to the audience.
The brand offers a Hispanic TV lineup to ensure that Spanish-speaking audiences get to enjoy their desired content. Moreover, for bilingual audiences who still struggle to communicate in English, the brand also offers Optimum servicio al cliente español.
With the help of their dedicated Spanish customer support line, users can easily seek technical or general guidance anytime. This also makes Spanish a sought-after language among people and opens doors for recruitment and business.
Cheetos
Who doesn’t love flaming hot Cheetos? From Rihanna to Ariana, we have seen eminent celebrities raving about this snack. However, very few people know that PepsiCo manufactures this popular snack, and it is a part of the $262.2 billion-a-year snack industry. Even though the parent company, Pepsi, is recognized globally, Cheetos has created a league of its own.
Initially, Cheetos was introduced to cater to the Mexican palate. It was the spicy snack to be mass-marketed in the USA. The brand wanted something on the spicier side so the Hispanics coming from Latin America and Mexico could enjoy a snack, just like Caucasians living in the USA.
Right now, Cheetos is no longer just a snack. Instead, it has become a pop culture phenomenon. The brand has inspired a lot of trends, TikTok challenges, and songs as well. People from around the world share their recipes inspired by Cheetos; you can even find Cheetos-flavored noodles in some regions.
Netflix
Netflix and chill have become a lifestyle for most people. Most of us love to binge-watch content and the Over-The-Top (OTT) media platform has made that possible. However, the majority of users fail to realize the global impact Hispanic content has on the streaming giant. Hispanic content is not just making waves globally but it is also getting a lot of recognition.
As per the engagement report released by Netflix, shows and films with Latinos are ranked among the top viewed. From Money Heist to Wednesday and Narcos, Latino stories are stronger and more entertaining; the actors in these shows have earned a lot of praise for their work.
Honorable Mentions
By now, it’s evident that being inclusive of the 20% Hispanic population in the U.S. can help you increase your brand’s reach as well as bring in new potential customers. It’s not just a few major companies embracing this marketing strategy. The list goes on, including companies like:
- Target
- AT&T
- Walmart
- Nike
- Visa
- Dove
