I live in Memphis, TN and one may not put it on the top of their list of hot spots for Hispanics, but they're wrong. The Southeast's Hispanic population is growing rapidly, thanks to the low cost of living, availability of public services, and small town closeness. As a matter of fact, Tennessee has experienced rapid growth in the Hispanic population since 2000. The community consists predominantly of people from Mexico, Honduras and Guatemala. We do have a variety of other countries represented, but these are the major countries represented.
What does this mean to you and/or your business?
It means that you have an opportunity to harness the millions of dollars of spending power harnessed within the Hispanic community. It also means that you have a fiercely brand loyal community at your disposal.
Where do you start?
Researching your community is the first step. I've given you a little insight into the Southeast Hispanic community, now you have to research what your particular service or brand means to these communities. Do these individuals generally prefer to read in English, Spanish, or both? What kind of imagery is best? How do they prefer to receive your message (social media, direct mail, etc)? Is your company "Hispanic ready"? That means, do you have customer service systems in place that focuses on the community? Do you have Spanish-speaking employees who really believe and understand your brand, and can believably sell it to your new Hispanic customers?
I know it's a lot to think about, but you can do it. The key is to start. Don't let your competitors beat you!
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