I consult with CEOs and CMOs on a weekly basis. The questions I get asked the most are: How do we reach the Hispanic market? Should we do it in English or in Spanish?
I always tell them that it goes beyond language. It is about culture and how deep you understand it. Some corporate executives include the Hispanic market in their overall general market effort. They think that they are currently reaching 2nd and 3rd generation Hispanics through their English campaigns. However, reaching doesn’t mean engaging. This is where brands fall short. This half-hearted effort lacks strategy and an understanding of what triggers these customers to engage with a brand. So the efforts generate lackluster results.
Cultural relevancy is the key to connect with the Hispanic market.
Hispanics are becoming the new mainstream. Your campaign has to be created for and targeted to them with messages that truly speak to their needs. Only then will you achieve the level of brand engagement that generates greater ROI and the results you want. Whether you use English or Spanish, it must be culturally relevant.
A VP of multicultural marketing shared with me that when sales are not performing in corporate America the first thing her executives cut from their budget is their multicultural outreach. This irresponsible way of thinking is defining the destiny of an organization, and with demographics shifting so dramatically lately you simply cannot afford that outdated thinking moving forward.
According to the latest Geoscape report, by 2020 minorities will represent 80% of U.S. population growth. Also, Hispanics represent 1 out of 4 Millennials and that number keeps growing every year. So my question is: Where do you think the growth of your organization will come from in the future?
Just because your company may not be performing well in the general market doesn’t mean you can’t excel in the Hispanic market.
Think for a second… The market is shifting, fragmenting, and evolving. You have more competitors in your industry fighting for the same piece of the pie. Some of them have a healthy marketing budget to compete. It’s time to reevaluate your strategy and become a strong player within minority markets if you want real success.
Here are 3 tips to reach Hispanics more effectively and help you get ahead of your competition:
Be passionate: Hispanics don’t want to be sold. They want brands to embrace their cultural relevancy. You can successfully engage with them through their passion points: family, culture, heritage, music, art, sport, food, etc.
Be relevant: Hispanic Millennials are brand loyal. Showcasing knowledge of their values and inspirations is key.
Be supportive: Community outreach shouldn’t be your only way to engage with Hispanics. Being in the community should be part of an integrated, ongoing effort with traditional and non-traditional advertising support.
By 2044, this nation will become multicultural. That means more than half of the U.S. population will be minority. My question to you is: How are you ensuring growth in your organization? If you don’t have a plan in place, you are behind your competition.
