An assertive point was made by Cheskin’s Lalo Segovia last December 9th regarding the diversity amongst Hispanics, in this case just amongst Mexicans. It is a good wakeup call to all of those trying to gather us Latinos into a monochromatic lump…
Where do Mexicans come from? My colleague Carolina asked. I was preparing myself to hear a funny anecdote or a joke, but she was serious.
The importance of this question became clear to me immediately.
In the last ten years, one of the impacts of the North American Free Trade Agreement (NAFTA ) has been the Mexican, Canadian and US companies' expansion into each other's markets encouraged by the lowering of tariffs... Etc.
But, Where do Mexicans come from? This is what many Mexican company brands would like to know.
As more and more Mexican brands continue to enter the US market, their initial consumer target is often US Mexicans, followed by the broader US Hispanic segment. In-language brand communication is essential to make an initial brand connection with these consumers. However, there is one other main issue that needs to be taken into account once the decision to move into the US Hispanic market is made:
Imagine brand Mex is a Mexican beverage. Mex has been in business for 30 years in Mexico. Given regional distribution issues, Mex was only available to consumers in the Central and Northern part of Mexico. However, entry in to the US Hispanic market will be nationwide.
Now consider this:
A Californian and a North Carolinan will react to the Piggly Wiggly tagline Down Home, Down the Street
tagline differently. To the Californian this message will not be as
relevant as to someone who grew up with a Piggly Wiggly Supermarket in
their neighborhood back in the East coast.
This same issue will be faced by brands coming across the border from
Mexico. When bringing their message to Mexicans in the US, these brands
will have to convey 2 different messages. One message needs to be
tailored to the consumers from regions in Mexico where the brand was
known. the other message will have to be adapted to target those not
yet familiar with the brand. In this scenario, a bifurcated approach is
essential for effective brand communication.
Beyond previous brand awareness, regional Mexican origin also plays a
role in profiling Mexican rural vs urban origin (tied to education
levels) that many fail to consider as they develop brand communications.
In the end, to know where Mexicans come from in each major market in
the US is crucial for Mexican brands coming to the US. Brand messages
to US Mexican consumers may have to be customized to the audience from
one city to the other in order to be successful. The key is to know and
to utilize this information to create intelligent and customized
marketing communications in order to be successful.
Just in case you were curious...
There are large populations of Mexicans from Chihuahua in Denver,
Mexicans from Michoacan in San Francisco, Mexicans from San Luis Potosi
in Houston and Mexicans from all over in Los Angeles, Chicago and NYC.
