Denver hispanic population on the rise
The ever growing hispanic population in Denver is creating increasing opportunities in the mile high city. For one denver bilingual population demand services in their native language. According to numerous surveys, hispanics that are fluent in english and spanish, would rather do business or hire someone that speaks spanish. This is not a refusal to adapt to the english language but rather is an attempt at keeping a part of their own identity alive in them. Many businesses have caught on this characteristic and have adapted to capture a chunk of this market segment. There's the subtle advertising billboards that mix spanish and english words to be able to hit the english and spanish markets. You also have the more brazen advertisers that use spanish slang when they try to convey their message to hispanic consumers. For what it may seem a barrier for some, for others this is a blessing, once they are able to crack this market, they are in for good rewards reaping. The true potential of relating to the hispanic market is not the ability to tap their current buying power, it is the residual income that they will provide, this group of people are one of the most fiercely loyal consumers. Anybody that has been to a hispanic store, will notice products not necessarily typical of our culture, there's soaps, detergents,feminine products that are of obvious inferior quality to american made products and sold at a premium over similar products made in the USA, this is the ideal consumer, someone that has the brand so ingrained in their brain that will make it part of who he is. The advertising industry has always been well aware of this and they have been able to take advantage of these facts. You have spanish speaking TV stations that in few years have been able to grow and capture ratings well above the industry average. There's radio stations popping left and right, that have recognized that this group is not homogenous when it comes to music, you have the mexican folklore, spanish pop, spanish rock, cumbia, salsa, etc. and there's plenty of money to be made catering to a specific segment. When it comes to magazines, the same concept applies, you have the serious minded magazines that usually have articles of current events in their country, you have the light hearted ones which purpose is not to inform but to entertain. When it comes to the web this is the only marketing segment in which this population lagged, this has changed dramatically due to the wide availability of high speed internet, low prices for the service, and the fall of computer prices in recent years. This has created a temporary vacuum of advertising for hispanics in the web. In Denver, CO one such company to fill this space is quepasadenver this is a site that is sole purpose is to provide a platform for businesses to introduce themselves to this market. This is something that is welcome news for a group of people that had been neglected in this field.
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According to the latest US census, it is estimated that there is 18 % Hispanics in the Denver Metro area. This large chunk of demographic group united by common customs and language represents an always elusive target for businesses looking to gain access to this market. The potential that this group represents is like the holy grail for advertisers, once a Hispanic customer is sold on a specific product or service he will be loyal for life.
Hispanics account for 18% of the Metro Denver population. This demographic group has preserved their cultural heritage. One of the most popular customs is the quinceanera Denver. This is an event for women that celebrates the symbolic passing from a girl to a full grown woman. This ritual pretends to make the girl aware of the new freedoms and also the responsabilities that come with turning 15 years old. The celebration of a quinceanera is a big event for the entire family.
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