Speak the Same Language as Your Customers

By Karen L. Edwards, RCS Editor.

If you are marketing products and services to the Hispanic population, you need to speak their language.

Many companies think that since the Hispanic population is shifting from immigration based to U.S. born, that more of those born in the U.S. would be speaking English. Meaning they don’t need to advertise in Spanish.

Forbes noted that “the number of Spanish speakers in the country has been continuously growing since 1980, from an estimated 10 million to 15 million in 1990, 25 million in 2000, and 37 million in 2015, and it is estimated to reach up to 41 million in the next three years.”

Facebook hired Latinum Network to conduct a study of 500 Hispanics that were English dominant, bilingual and Spanish dominant. The study had many significant findings, one of which was that “80% of U.S. Hispanics surveyed don’t feel they need to stop speaking Spanish to be part of American culture, and seeing ads in Spanish versus English significantly increases their interest in purchasing products.”

One Spanish dominant survey participant said, “When commercials are only in English, ... they are targeting other people, not me. When they are in Spanish, I say, 'Well, they are targeting a Latino audience.' ”

We know that the roofing industry has a strong Hispanic workforce - all who are using products and services provided by our RoofersCoffeeShop® partners and advertisers. So, we want to ask our partners and advertisers, why aren’t you running Spanish ads? 

RoofersCoffeeShop.com is automatically set to show a Spanish version of the site to visitors who are predominantly Spanish speakers. They should also be seeing your ads in Spanish, not English. If you don’t have resources to translate your ads into Spanish, we can help you with that.

However, you might want to consider a completely new ad for our Hispanic audience. That Facebook study mentioned that Hispanic consumers appreciate it more if your advertising is reflective of their culture using Hispanic actors/models, using humor and featuring family.

What are you waiting for? Send us your Spanish ads to send the right message to your Hispanic customers. Need help with your ad? Contact us today.