In celebration of Hispanic Heritage Month, Jacqueline Hayes, founder and chief marketing strategist of Crayons & Marketers, talks with The Translation Team, a full-service translation company specializing in Spanish translations for the U.S. Hispanic consumer market. The company supports private and public companies in the education, marketing, and healthcare industries with multicultural communication efforts. TTT…
From touching college TV spots to “rebellious” car commercials, ads targeting Hispanics, the largest ethnic minority in the US, tend to be colorful, energetic, and bilingual. Bilingual advertising has become more prevalent in recent years, driven by several theories. One of the most common suggests[1] that marketing firms aim to reach two very specific groups:…
Spanglish, a hybrid of English and Spanish, is widely spoken across the U.S. and prominent in bilingual communities. This term can be traced back to the Treaty of Guadalupe Hidalgo in 1848 and the Gadsden Purchase of 1853. Mexico’s northern lands claimed by the U.S. eventually became today’s Arizona, California, New Mexico, and others. The…
The success of your Hispanic marketing campaign hinges on your relationship with a qualified translation partner. This partner must understand the cultural nuances, rules, and mores present within Hispanic demographics and how these factors impact purchase behavior and brand affinity. Translating content from English to Spanish or any other language isn’t just about getting the…
Cultural research is the foundation of effective marketing campaigns. Yet, some marketers fail to delve deep into the data to uncover meaningful insights. Others undervalue culture, in general, and write it off as too hard to measure. Big mistake, and here’s why. If you use language to communicate your marketing message, and language is the…