Mario Carrasco, cofundador de ThinkNow Research
Mario Carrasco, Partner at ThinkNow Research wrote an article at MediaPost where he highliths that there is an untapped consumer segment that has serious growth potential: Hispanic business owners. “Many consumer marketers dismiss this segment as a B2B target. What they fail to remember, however, is that there are people behind businesses; business owners are people too, making them a unique B2C marketing opportunity” he says. He metions a recent study by the Stanford Latino Entrepreneurship Initiative (SLEI) Latino firms continue to be created at faster rates than the national average. While new business creation slowed through the recession overall, Latinos continued to create firms at similarly high rates as before. The 2012 Census counted 3.3 million Latino firms, making up 12% of all U.S. firms. With 75% in majority non-Latino neighborhoods serving mostly non-Latino customers. “The opportunity for marketers is clear; targeting Hispanics via a Hispanic business owner perspective is a unique way to connect with a segment that almost every brand and company wants to reach. The Hispanic mother, the Hispanic family, and Hispanic food are cultural connections that have been used often by advertisers, the Hispanic business owner is one that is not often highlighted and helps marketers cut through the traditional Hispanic tropes we see” declared Carrasco. “Targeting Hispanic business owners can not only position your brand uniquely in the minds of this growing entrepreneurial pool of consumers, it can also reach the diverse customer base that Hispanic business owners cater to, making the ROI of your Hispanic advertising dollars go far beyond Hispanic consumers.”
