The success of an advertising campaign relies on a series of controllable and uncontrollable factors that will determine the end result. Knowing exactly who your target audience is, the consumption patterns and what triggers or motivates the purchase desire, will help you reach your audience successfully.
The success of an ad campaign also relies on the perfect balance (50%-50%) between messaging and the right media selection. Sometimes, this is a big hurdle and ad agencies need to understand that success is not measured based on the piece of art created or the award won at the last creative competition. It is based on the results and ROI the client was awarded through their marketing efforts.
You can have a strong and compelling story to tell, but if you don’t have the right media selection, it is all money wasted.
Every Hispanic media has their strengths and weaknesses. It is important to have a cohesive media plan where all vehicles will support and complement each other during the period of the campaign.
So, how important is Hispanic media to connect with this audience? I would say: it’s crucial.
Hispanics consume every type of media. However, they do seem to have a special attraction to television and radio. The air-time used to identify a product or service at an in-depth level is typically too brief and too incomplete and effective to “close the sale”. However, the combination of print, digital, direct mail, outdoor and mobile; makes it possible for the Hispanic consumer to obtain additional information and “close the sale” — with each medium contributing to the total communication story.
Also, the target audience you are trying to reach and the budget you have to invest will determine the combination of these media outlets.
If you really want to create a lasting impression through your Hispanic advertising efforts, here are 3 helpful tips to keep in mind.
Advertising is an investment not an expense: This business mind set will help you work wonders. Plan for success. Testing the waters is not going to get you anywhere. You have to be consistent to assure your success.
Let the cobbler sticks to his last: There are plenty of Hispanic marketing experts that can help you and give you the right advise in what media you should allocate your marketing dollars. Remember, the one size fits all mentality is old and outdated. Markets are evolving and getting more fragmented so make sure your entire marketing team is also evolving and specializing in the specific markets you are targeting.
Become the storyteller: Spend time analyzing your audiences and competition before pulling the trigger. Find out your audience’s insights through market research and focus groups. Most of the time companies are so focused on increasing sales that they forget the basics. They forget who they are and how important is to stay connected with their customers. This is when brand crisis and lack of identity comes and cause sales to drop drastically.
If you want your brand to succeed in the 2nd largest consumer market in the U.S., you need to have the right tools and approach to connect with them and earn their fierce loyalty. Set up a plan with a reasonable budget and strategy. Results will be knocking at your door very soon.
