How to Reach Latin American Markets

Most strategies to reach Latin American audiences often miss their mark. We at J.M Field Marketing work hard to ensure that we influence your target audience to try your products and/or services. As mentioned earlier 46 percent of Hispanic homes say they speak mostly Spanish or only Spanish in the home. On the other hand, 71 percent of those born outside the U.S. speak mostly or entirely Spanish. J.M. Field Marketing will help you understand the Hispanics you’re marketing to and we’ll show how to best convey you’re marketing message. Sometimes translating English messages into Spanish can result in conveying the wrong message or even not relaying any message at all. One of the most famous examples of this was the General Motor/ Mexico disaster. In the 1970's, General Motors tried to market the Chevy Nova in Mexico, not realizing that "nova" translated into "no go." When marketing to a Hispanic/Latin American audience, there are certain elements that should be included in your campaign.

• Give detailed information; use demonstrations.
• Stick to literalism and reality; use strong visual images
• Use testimonials.
• Show a colorful, upbeat environment.
• Understand the importance of family.
• Go for neutrality in accent, appearance and lifestyle.
• Use informal Spanish in Spanish-language messaging.
• Stay away from translations or dubbings of English copy. Translations don't always work. Copy should be adapted.

At J.M. Field Marketing, we know that before you market to another culture, you must first understand everything about that culture. People in Latin America believe that life is much more complex than it appears at first glance. This message is very important when it comes to marketing to the Latin American community. Sometimes the simplistic perception Americans have of Latin American culture is not true. Although Latin America has an exotic image attached to it with its ancient civilizations of the Andes and the Amazon, it is also home to the enormous and bustling cities Latin Americans enjoy a dynamic consumer economy that is being reshaped by new technologies and media just as it is in the United States.

Benefits of Advertising Collateral:

• Implement catalog circulation plans that maximize income
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