Targeted campaigns, not total market approach, key to reaching Hispanics
There has been a lot of debate about using a “total market approach” when reaching out to Hispanics, especially in regards to their millennials.
Total market approach is relying only one marketing program designed to reach all consumers across both general and ethnic markets. If you take a shortcut like this and try to tap into the Hispanic market using a straight translation of your Anglo campaign into Spanish, it’s basically like serving a burger with every Anglo topping imaginable and then adding beans, rice, sofrito, mofongo and havanero pepper. You simply cannot be effective trying to please so many people at once with the one approach.
The Hispanic market is unique and diverse — with differences between U.S. born and foreign born. Even U.S. Hispanic millennials, the Hispanic consumer of the future, are a little different. If we compared them with the general market millennials, the differences are even bigger.