My team and I have the honor to work with brands that impact the lives of many people. When kids are involved, however, we like to challenge ourselves even further. Kids will tell you right away how they feel and if you are doing a good job. They are a very particular audience to please.
I remember when we started helping one of our clients to reach out Latinos. During our first presentation with the Marketing Manager, he realized there was an opportunity to boost sales and increase membership. It was an untapped market for his non-profit organization. Even though they had an established reputation in the Anglo market since 1955, Latinos were unaware of their services due to the lack of brand recognition in the past.
This is one of the main challenges that companies face when they want to reach the 2nd largest consumer market. They need to be willing to understand the culture, embrace it, and realize there are other markets willing to do business with them. This mindset change is what empowered our client to become an important community player in the Latino community.
To get this rapidly growing market to support the Science Center, we researched and identified their core target audiences. We helped them develop a branding concept that was unique to Latinos and would resonate with them effectively. Ultimately, the campaign’s success would be measured by an exciting new flow of increased membership.
With messaging targeted specifically to families, we developed and executed engaging campaigns utilizing traditional and non-traditional advertising methods that spread brand awareness in the Latino community. Even more buzz was generated through a smart public relations outreach, participation in community events and partnership with Latino organizations through out the years.
The percentage of Hispanics attendance grew over 10% just in the first year and keeps multiplying. Sales continue to be on the up as well as membership. Our client’s success not only relied on a mindset change, but it was also the course of actions that needed to take place. Developing a plan, a strategy, and determining an annual budget, is the most cost-effective way of accomplishing the end goals.
Remember, testing the waters won’t get you anywhere. You need a plan, a strategy, and a budget to get the results you need.
