Throughout Hispanic Heritage Month (Sept. 15 – Oct. 15), The Bloodhound Group is joining in the celebration of the 63 million Latinos and Hispanics in the United States and their growing importance to our country’s future.
The cultural, social and economic influence of Latinos is well-established. According to the U.S. Census Bureau, they now account for $1.9 trillion in buying power and have launched 86% of all new businesses over the past 10 years. Yet successfully reaching and building brand loyalty among this ethnically diverse group continues to be a challenge for most marketers.
The Bloodhound Group recognized this communication issue and opportunity when we started our company by creating a dedicated Hispanic marketing team, whose members are celebrating their five-year anniversary in 2022. The team conducts consumer research and develops creative approaches to address the unique needs and perspectives of this audience. For example, a television advertising campaign for the Law Offices of James Scott Farrin raised awareness among the Hispanic community of their legal rights in this country, especially for those who are undocumented. The team supported an outreach by Wilson, N.C.-based Barton College to the many aspiring first-generation Hispanic high school graduates who might be unaware of their potential eligibility for financial assistance to obtain a liberal arts degree.
BHG further expanded our Hispanic marketing capabilities in 2021 by forming a strategic alliance with Radii Digital Marketing, based in Boca Raton, Florida, and Guatemala City, Guatemala. This relationship provides us with specialized digital resources to tap into the heavy mobile and social media engagement of Hispanic consumers. In fact, entrepreneur.com reports that 88% of Latinos who use digital media pay attention to online ads that include aspects of their culture.
To learn more about the U.S. Hispanic opportunity, we invite you to read BHG’s white paper on the topic, and to better understand our range of Hispanic marketing capabilities, visit our Hispanic marketing page.