Roger Huguet — Why Brands Struggle to Attract the Hispanic Market

Roger Huguet has been part of several successful sales and marketing strategies aimed at attracting the Hispanic market in the United States. Many of these strategies have centered around television content and sports rights. While this success has driven business growth, Mr. Huguet understands that not many businesses have been able to come up successful strategies to capture this dynamic market.

The Hispanic market is one of the most attractive demographics — it displays good growth, has more young people, capable spending power, and early adoption of new and mobile technologies. However, the Hispanic market in the US has not been fully reached, and the opportunities to tap into this potential remains for marketers.

It can sometimes be baffling to hear how the Hispanic market is very attractive yet is under-served by many brands. It could be the result of the following reasons.

A general market strategy
When seeking to reach a large, diverse market, corporations are prone to employ generalized strategies. Such strategies are usually a mix of marketing approaches that are intended to touch on universal truths within the market. This approach ignores a crucial aspect of the Hispanic market: They refer to their cultural values in their purchasing process.

Implementing a general strategy might save money, but it often leaves out the Hispanic community that is looking for a cultural connection.
Language barriers

A majority of the Hispanic market are proficient in English, meaning marketers have to find a way to use the language to capture their attention while coming up with creative, culturally-important content to bring in Hispanic consumers.

Roger Huguet has spent many years working with TV content providers to serve the Hispanic market in the US.