A study released this month by Experian Simmons for Univision Communications shows that Hispanics are less affected by the recession - and have a much more positive attitude toward their country's economic outlook and are less affected by some of the current economic market conditions: Only 45 percent of Hispanics have credit cards versus 71 percent of non-Hispanics, have fewer loans, and are less burdened with debt, and 34 percent expect to be better off financially in the next 12 months versus 25 percent for non-Hispanics.

Univision's president of advertising sales and marketing reported that their advertisers have experienced that Hispanic sales are outpacing general market sales over the past six months.

The buying potential of this segment is nearing a trillion dollars. So how as marketers can you draw those buyers to your brands?

1. Develop targeted messages that speak to this buying audience in both language and culture. Translated general market advertising generally misses the mark. Hispanics are strongly connected to their culture and traditions. Reflect you respect and have an understanding of this and these consumers will repay you with their loyalty.
2. Target them with special offers that resonate with their buying habits and needs. Why are Hispanics weathering the recession better than their general market counterparts? In general, they use cash and are more cautious with money.
3. Reward their loyalty and repeat purchases. More Hispanics say that they go shopping frequently compared to non-Hispanics (35 percent versus 29 percent), and Hispanics are more willing to buy from an advertiser and pay a higher price for branded products.