–Research and keep abreast of the market by reading current literature on demographic trends and changes (e.g., Reports from the Census Bureau, Hispanic Business, Hispanic Magazine,).
–Designate or hire company spokespersons that are fluent in Spanish. If the company uses someone who is not fluent or someone who can just get by, the company image will suffer.
–Arrange for presentations for delivery in Spanish by a senior company manager.
–Develop and design marketing campaigns specifically for the Hispanic market, versus adapting or translating modalities that have been developed for the general English-speaking market.
–Develop the infrastructure necessary to address the market–include senior Hispanic staff and managers, Hispanic market strategists, bilingual staff to communicate with the client, access to a professional translation team, and access to external resources for recommendations on the social and cultural needs of the market.
–Highlight features of the product that address real-life situations relevant to the targeted subgroup, for example: Your children depend on you. Should you die suddenly, this policy will provide benefits that can be used for their education. This policy can be tailored to protect every member of your family–you, your spouse, your children, your grandchildren, even your parents and grandparents. To reach our Spanish Customer Service Center call 1-800-123-4567. A Spanish-speaking representative is available to serve you Monday to Friday between the hours of 8:00 a.m. and 7:00 p.m. Eastern Time.
–Include appropriate photographs and illustrations in the marketing pieces.
–Develop and design long-term campaigns.
–Be careful about offering free features. Hispanics know that things that are free generally come with a catch.
Reproduced from National Underwriter Life & Health/Financial Services Edition, January 14, 2002. Copyright 2002 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.