Should law firms single out the Hispanic Community to direct their marketing efforts?
Why would law firms single out the Hispanic Community to direct their marketing efforts? Of course, most everyone knows that the Hispanic Community is this country’s biggest minority groups and one of its fastest growing. Since it is growing at an exponential rate compared to other ethnic groups, it stands to be a marketing target which could pay exponential dividends.
Today there are 127 lawyers for every person in the country. In 2014, out of a total of 1,281,432 licensed lawyers in the U.S. broken down as 88.1% White, 4.8% Black and 3.7 % Hispanic. Although there has been a slight gain in Hispanics in law school, Mexican American law students declined from 1993-2008. Since the Hispanic population increased over 48% since 2000,the Hispanic population has outpaced the number of Hispanic lawyers. This creates a scenario where the astute law firm should consider very seriously marketing to this vastly underserved market.
Despite that, much of the US Hispanic population is native born; it is still wise to advertise with Spanish content. 57% of first generation Hispanics prefer to read content in Spanish. And even though, as in most immigrant groups in the US, by the third generation, most Hispanics prefer to speak English but Spanish still persists.
According to the Pew Hispanic survey, 87% of Hispanic adults believe it is important for generations of Hispanics the US to be able to speak Spanish. Therefore a Spanish language campaign is required, one must be careful to recognize the demographic differences within the Hispanic population and to tailor their Spanish language campaign to one which resonates with that particular community.
Therefore, it is the forward looking law firm who has their sights set on growth who will benefit from a very well planned and crafted Hispanic marketing campaign.