No Español? No Problem!

We've all seen 'em...local businesses trying to reach the elusive Hispanic demographic with badly translated billboards, print pieces and even worse; Spanish TV spots where business owners "attempt" to speak the language, when in fact not one word they're saying is understood! While they get an "A" for effort, most businesses fail to understand the many intricacies involved in truly reaching the exploding Latino community.

In a recent Forbes article, a Fortune 50 senior executive admitted: "We spent a million dollars to launch one of our product lines to the Hispanic consumer five years ago. We supported billboards, bus stops, radio and TV advertising."

When asked if their approach was culturally relevant, he admitted: "No, we just translated our English messaging to Spanish, not thinking of the cultural nuances and acculturation factors. Since the Hispanic consumer was growing in numbers, we just thought if we were to market to them in Spanish, sales would follow. The desired sales didn't come through and many of those on the executive team no longer believe there is a legitimate business case to invest in the Hispanic consumer again."

This is an example of what many businesses have experienced. In today's uncertain economic terrain, companies have become hesitant to properly invest in the Hispanic marketplace. As such, they would rather play it safe because they continue to lack the cultural intelligence and diversity in leadership to grow their business effectively and strategically.

As Hispanics ourselves, Aura understands the cultural nuances that face businesses trying to make a mark in this growing demographic. From obvious language barriers to the subtle differences in how products and services are positioned, to simply knowing that not all Hispanics speak the same Spanish; Aura "gets" the culture, traditions, emotions and characteristics of our people.

Let us help you develop a smart message – to your exact audience - through the right channels. Call us at 813.962.2872 or visit www.AuraAd.com today!

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