This article was originally published online by the Orlando Business Journal.
Hispanic Heritage Month (Sept 15-Oct. 15) is a memorable time for Hispanics and a great business opportunity for your company. You can create some big promotions around it that can generate a strong buzz for your business.
This celebration starts on Sept. 15 with the anniversary and independence of five Latin American countries — Costa Rica, Honduras, El Salvador, Guatemala and Nicaragua. In addition, Mexico declared its independence on Sept. 16, and Chile on Sept. 18.
Hispanic Heritage Month recognizes and celebrates the Latino culture and heritage, as well as the contributions U.S. Hispanics have made to the nation. For example, San Miguel de Gualdape was founded in Georgia in 1526 as the first European settlement in North America. And St. Augustine — the oldest city in the U.S. — was founded in 1565 by Spanish admiral Pedro Menéndez de Avilés and subsequently was the capital of Spanish Florida for 200 years. Hispanic Americans have been making positive contributions to life in the U.S. ever since.
During this month, Hispanics celebrate their heritage through festivities that highlight the richness and history of their cultures. From concerts and events to music and food — it is a great opportunity for your company to participate with the community and get your products into the spotlight.
Based on the Nielsen report: How Latinos Celebrate Hispanic Heritage Month and Beyond, 73 percent of Hispanics consider it extremely important that companies and organizations recognize and celebrate Hispanic Heritage Month. Macy’s is one of the main advertisers supporting this festivity with a series of events and promotions.
Here are four tips on how to create a memorable brand experience and win over many new customers:
- Make a promotion tailored to them: It could be a special discount, menu item or you could sponsor a series of events. Show your appreciation for their business by recognizing and supporting their heritage and culture.
- Speak their language: Once you are in their community, bring Spanish collateral materials and bilingual people with your team. Be friendly and approachable. Speak the language they feel more comfortable with. If all your efforts are just in English, it basically will defeat the purpose.
- Increase your network: As people come to your booth or stores, get their contact information to start building your relationship network through social media. Some companies have e-clubs in place that allow them to send discounts, news and promotions to their customers, which keeps their products top of mind at all times.
- Create a lasting impression: Have a culturally relative media plan and strategy in place to support your Hispanic Heritage Month effort this year.
Celebrating and recognizing the Hispanic contributions to this nation is an important place for your brand to be during such a special celebration. As of today, Hispanics are the second-largest consumer market in the U.S. Your success will depend on how effectively you market to Hispanics by understanding their culture, consumption, needs and acculturation.
And think beyond Hispanic Heritage Month or Cinco de Mayo. Targeting the Hispanic market should be an ongoing, annual effort with a strong budget. It will pay off significantly. Remember, first impressions always count — in any language.
