The reason is that most companies who want to market to Hispanics typically have their media materials translated into Spanish. Unfortunately, this tactic will not work in to reach Hispanics in the first two categories.

This is due to the fact that Hispanics in category one and two lack basic information about American systems that would cause them to be interested in your services.

In terms of tax preparation for example, they are often unaware that they can and should file taxes. Many who are here illegally do not know that they can file taxes with an ITIN. In fact, filing taxes is one of the only ways to now to obtain ITIN’s for themselves and their families. They also fear that the IRS will contact immigration. Even those with social security numbers often throw away their W-2’s because they don’t understand the purpose of this piece of paper. Marketing campaigns geared to the Hispanic community must focus on education. A culturally appropriate advertising strategy explains issues that would not be of an interest to the typical American.

Blaire Borthayre is a consultant, speaker and trainer in the field of Hispanic marketing. She is the author of Marketing to the Hispanic Community: A Comprehensive Guide for Tax Preparation Offices (www.trainingresourceclinic.com).