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The Culturalization of the Hispanic Business

Hispanics will control $1.2 trillion dollars of purchasing power in 2012 - yet most industry leading brands are still struggling to earn the loyalty this treasured relationship can bring.

Attention Industry Leaders! How can your organization become an integral part of this growing consumer community that if executed properly can sustain itself for years to come and contribute greatly to the bottom line.

	Cultivating long-term business growth with Hispanic consumers requires your organization to make a serious commitment to the Hispanic community. The Hispanic consumer requires your brand to make a continuous investment to understand their diverse cultural nuances, rich heritage and legacies Hispanics represent. A grass roots effort that will determine if your organization belongs in the Hispanic community.
At a time where Hispanics in America are looking to establish their authentic voice and identity – Hispanics will embrace those brands that seek to create a meaningful and purposeful long-term relationship. A relationship that grows organically and is not forced; that helps Hispanics solidify a position of influence and sustainable impact that transcends community and commerce.
The brands that invest in the Hispanic consumer with an authentic and dedicated approach will dominate their respective industry.
Cultural Characteristics Are Imperative for Your Brand's Success
Research conducted by the Center for Hispanic Leadership (CHL) has identified the following six (6) inherent characteristics that not only define Hispanic leadership (download ebook) but also effectively translate to guiding organizations and their brand(s) how to most effectively market to Hispanic consumer:

•	Immigrant Perspective: See opportunities others don't see
•	Circular Vision: Lead and manage change
•	Latin Passion: Pioneer new possibilities
•	Entrepreneurial Spirit: Humanity fuels innovation
•	Generous Purpose: The spirit of giving to the community
•	Cultural Promise: Serve to leave a family legacy

Whether you are in the automotive, healthcare, retail, food & beverage, media & entertainment, insurance, banking, investment, fast-moving consumer goods, financial, real estate or the telecommunications industry – CHL's Culturalization Team is ready to help your organization become a natural extension of the growing Hispanic consumer community. Our team will help your brand(s) to most authentically earn the sustainable and profitable relationship that you seek.

CHL's Culturalization Framework

To most optimally capture the mind share and trust of the Hispanic consumer, your organization must execute the following four (4) phases of CHL's Culturalization Framework to create a distinctly unique approach that will allow you to lead, manage and sustain the continuous growth of your Hispanic business versus your traditional business model:

Phase I: Business Strategy (Define the Relationship):

How you define your brand's relationship with the Hispanic consumer requires grass-roots intelligence; not focus groups. It requires your brand to embrace the cultural nuances that influence how Hispanics think about the products and brands they purchase and how they can be put to good use.

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	Why do you believe your products or services will benefit the Hispanic consumer? Although Hispanics are open to explore new things, your products or services must consistently deliver specific needs for the security of their family, children, home, education and financial stability? Your business strategy must invest in building trust organically, across generations and throughout the span of the entire relationship.Organizations must be mindful of their approach in how they authentically engage with the Hispanic consumer and that is dependent on:
1) the well-being of their family, 2) promise to support their culture and 3) dedication to the values of their heritage – just to name a few. Your brand's relationship with Hispanic consumers must advance their community by opening up new doors of opportunity that allows them to get closer to pursue the American dream.

Phase II: Brand Positioning & Messaging (Build a Trust Platform):

Corruption, the struggles for independence - and the fight for opportunity in their mother country have shaped the mentality of Hispanics in America that have trouble trusting others let alone themselves. Brands that desire to build a meaningful and purposeful relationship with Hispanic consumers must create a trust platform to advance the relationship.

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How will your brand communicate to earn trust from Hispanics that are naturally skeptical about those who sell to them? Why should your targeted Hispanic audience believe that your product or service is not a gimmick but rather will provide them long-term opportunity and advancement? How will your brand's message lift (inspire) the Hispanic community voice and identity? Will your brand extend its trust platform to support the needs of Hispanic youth to positively shape their identity?

Phase III: Interactive (Empower Voice & Identity):

Most companies start phase I & II and never finish; they fail to connect with the Hispanic immigrant perspective – the characteristics that define the mindset that empowers their authentic voice and identity. Allow your brand's interactive experience with Hispanic consumers to flourish in non-traditional ways that are different from your approach with more traditional mainstream consumers.

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	Can you provide the online experience that will empower the Hispanic consumer to engage more with your products and brands? An online experience that is unique to your targeted Hispanic audience and that reflects an effort on behalf of your organization to embellish itself to grow with the Hispanic community at-large. An interactive experience that continuously offers new ways that the product or service offered can get the entire family involved in the experience that services Hispanics particular needs? An experience that your Hispanic consumers will believe speaks to their authentic voice and identity – and that helps to build a Hispanic leadership pipeline that warrants brand recognition in marketing campaigns that further inspire Hispanics to pursue the American dream?
Are you carefully paying attention to colors, fonts, formats, language, voice and the complete interactive delivery system?

Phase IV: Technology (Expand the Relationship & Measure Outcomes):

Hispanic consumers are the fastest growing users of the internet, mobile devices and the world of apps. Leverage technology to expand your relationship with Hispanic consumers and measure the outcomes of your investment.

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	Are you designing the mobile applications and management systems to continuously interact and become more knowledgeable about your Hispanic consumers? Are you creating a social media platform that allows your Hispanic consumers to feel safe when sharing their ideas, while continuously empowering their voice? Do you have the information management systems to capture and interpret the big data your Hispanic consumers create from its millions of transactions across multiple channels? Do you have the tools to most effectively measure how Hispanics contribute to your business, corporate social responsibility (CSR) and talent acquisition strategies?
What are the loyalty programs that specifically target Hispanic consumers to assure that your relationship is authentic - so they genuinely believe that you are listening to their desires and the consumer experience they seek?

What is so different about the Hispanic consumer that it requires a unique business model and approach?

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The most obvious factor that is still ignored by most organizations: Hispanics are not a homogenous community. Additionally, CHLs Culturalization Team has unveiled the following three (3) new success factors that weigh heavily on capturing brand loyalty, creating viral local-market momentum, optimizing the outcomes of social media tools and sustaining growth with line extensions and new product introductions (to name a few):   1) The (6) Hispanic cultural characteristics: your brand must speak with the community. 2) Be mindful that Hispanics in America are a leaderless community: help empower the voice and identity of Hispanics as leaders across community and commerce. 3) Focus on building long-term trust: listen carefully to what Hispanics really need.

To learn more, contact us today for an assessment of your Hispanic business model and go-to-market strategy. We work with Fortune 500 companies, Hispanic marketing agencies, PR firms and small business owners that are committed to the journey.

"Brands that breakthrough the walls of doubt and connect most authentically with the Hispanic consumer will enjoy profitable growth for years to come."

---Glenn Llopis, Founder/CEO – Center for Hispanics Leadership

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Glenn Llopis: Winning Hispanic Consumer Trust

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