best practices hispanics Archives | National Hispanic Advertising Agency

Hispanic Heritage Month: 4 ways to strengthen your brand

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. [Read more…]

“Total market approach” a total fail in engaging Hispanics

By Hernan Tagliani Leave a Comment

This article was originally published online by the Orlando Business Journal.

There has been a lot of debate about using a “total market approach” when reaching out to Hispanics, especially in regards to their millennials.

Total market approach is relying only one marketing program designed to reach all consumers across both general and ethnic markets. If you take a shortcut like this and try to tap into the Hispanic market using a straight translation of your Anglo campaign into Spanish, it’s basically like serving a burger with every Anglo topping imaginable and then adding beans, rice, sofrito, mofongo and habanero pepper. You simply cannot be effective trying to please so many people at once with the one approach.

Related Video: What is Hispanic Advertising?

The Hispanic market is unique and diverse — with differences between U.S. born and foreign born. Even U.S. Hispanic millennials, the Hispanic consumer of the future, are a little different. If we compared them with the general market millennials, the differences are even bigger.

[Read more…]

Why corporate America is not targeting latinos

By Hernan Tagliani Leave a Comment

The top 3—bad—excuses from decision makers.

Latinos are no longer a sub-segment of the economy. They not only played an important role during last presidential election but they are also emerging as a powerhouse of economic influence. This is presenting marketers a challenge because this group has the weight to significantly affect their company’s bottom line—now and in the future.

Corporate America knows that Hispanics are the 2^nd largest consumer market in the USA. They are also aware that Hispanic-owned businesses are growing at over twice the rate of national average ($350 billion in revenue annually). However, they are still not proactive enough to engage with this influential demographic that will represent one in five Americans by 2020.

These are the top 3 excuses why companies are not targeting to this demographic.

1) I HAVE A FULL SERVICE ADVERTISING AGENCY OF RECORD. THEY COVER ALL MY NEEDS.

Most firms continue to approach the Hispanic market as either an outreach of general market business practice or an extension of a brand or business unit-specific strategies. Worse still, they continue translating their Anglo campaigns into Spanish provided by their agencies of record.

[Read more…]