The Hispanic community continues to grow and hold a larger share of the consumer market; in fact, Hispanic purchasing power in the US currently stands at $1.7 trillion and is expected to exceed $2.5 trillion in the next two years. Brands who want to connect with this attractive market sector will work on building thoughtful PR plans and campaigns marketing to Hispanics as their target audience. As a brand, how do you ensure you’re connecting with your target audience and building positive relationships through Hispanic marketing?
We’ve put together a few tips you can use to evaluate your current efforts or plan your next Hispanic marketing campaign.
Diversity matters
The Hispanic community is not a monolith, and it’s important to communicate with nuance when marketing to Hispanics. Consider whether your audience:
- Is mostly first-generation in the US
- Is second-generation or more and is more fully acculturated (which makes a difference in brand loyalty and receptivity)
- Is mostly from a specific segment of the Hispanic community. People of Puerto Rican origin, for example, have different cultural traditions than those of Cuban origin or Mexican origin.
Get digital
Latinos overindex on the use of digital media compared to the general population. For example, 6 in 10 Hispanics own an internet-connected device, making them almost one-third more likely to do so than other consumer groups. 80 percent of Latino adults say they access the internet via a mobile device occasionally or regularly, and 97 percent of Hispanic households have a way to connect to the internet.
You want to go where your target audience is. If they’re already on social, get into the conversation and start understanding what drives their consumer decisions. As you work to increase brand awareness with these audiences, consider the potential in building positive relationships with influencers they already know and trust. The influencers are already active in their spaces and know what works with their audiences, so your communication is 100% authentic and highly targeted.
Keep language preferences in mind
Not all Latinos want to be addressed in Spanish. Research your target audience and get an understanding of how they prefer to be communicated with. While some first-generation Hispanic immigrants may appreciate the comfort of learning about your product in Spanish, many Hispanic consumers in the US may not even speak Spanish regularly. In states with a large Hispanic population (like Texas and Florida), many second- and third-generation Hispanics do not speak Spanish at all. These people may still connect with content that focuses on their heritage and culture, but they don’t necessarily need to receive it in a Spanish-language format.
You may also like: How to Create a Successful Hispanic Influencer Marketing Campaign
Connect with your market year-round
Many brands make the mistake of focusing their Hispanic marketing efforts around a few days on the calendar, like making a big push for Hispanic Heritage Month, Cinco de Mayo or Día de los Muertos. For one thing, some of those celebrations are very specific to one nationality’s culture or to an Americanized understanding of it, and therefore may not resonate with other Latino groups. For the second, it’s important to stay connected with your target audiences and build relationships with them throughout the year. You can absolutely celebrate the community during these events, just find ways to keep the relationship going strong throughout the year. No one wants to be marketed to as a novelty; consumers want to build long-term positive relationships based on a foundation of trust they’ve built with a brand.
Consider partnering with a Hispanic PR agency
As you’re building a plan, consider working with an expert team to ensure you’re covering all your bases and that you’re not missing any key details. Something that might seem minor to you could trigger a red flag for someone who is more intimately acquainted with Hispanic culture. And, because they’re more alert to the nuances of Hispanic culture, they can also help you ensure that you’re really communicating clearly to your desired consumer, not just to a stereotyped version of them. Hispanic PR agencies can provide value for your campaign planning because they:
- Are experienced working with Hispanic communities and have a strategic understanding of their needs, goals and desires
- Have strong and established connections with Hispanic media outlets to help you distribute news about your efforts
- Have developed networks of Hispanic influencers who can support your campaign and increase brand awareness on social media
If you’re looking for a partner to build the next iteration of your Hispanic marketing plan, Twin Minds Media can help. We’re a Hispanic boutique PR agency specializing in serving multicultural clients in the US and Latin America. Learn more about us and how we can support your marketing PR strategy.
