Embracing Hispanic Heritage Month Should Focus on Impacting Real Change and Go Beyond Just “Checking a Box.”
U.S. Hispanics will make up 30% of the population by July 1, 2050, and as wrote by Lisa Gevelber from Google in July 2014, U.S. Hispanics are ahead of the curve when it comes to digital.
U.S. Hispanics lead in adoption of new devices. They are power users of mobile and over-index in video consumption. But despite the facts, these consumers are vastly under-served, and the opportunities to reach them through digital remain largely untapped,” said Lisa Gevelber, Vice President of Americas Marketing
A Google survey revealed that 11 to 25% of the companies’ growth will come from this demographic in the next three to five years. Still, most brands don’t have a marketing strategy for this Latino/Latinx audience, and most marketing agencies–even with the best intentions–don’t have the capabilities to understand the nuances of multicultural marketing let alone provide good professional advise to their clients.
What, Exactly, Should Brand Marketers Be Doing to Connect with the Latinx Audience?
Let’s first provide our opinion of what you (they) shouldn’t be doing…
You should avoid opportunistic marketing during Hispanic Heritage Month just for “checking a box.” Authentic engagement means being mindful of how you make your clients feel and how you impact their local communities, shared Sebastian Aroca, President of Hispanic Market Advisors®
Now that we’ve got that out of the way, let’s list a few strategies for brand marketers to effectively participate in the Hispanic Heritage Month celebrations without sounding neither opportunistic nor insensitive:
1. Recognize and celebrate the anniversaries of independence for Latin American countries
Hispanic Heritage Month celebrates the anniversaries of independence of Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua, among other Latin American countries. It also recognizes Mexico’s independence day on September 16th, Chile’s on September 18th, and Belize’s on September 21st.
2. Engage in activities that may build and expand multicultural connections
Don’t be afraid to get specific in your Hispanic advertising and recognize aspects of the culture often left unseen. There’s a lot more to the Hispanic culture than knowing how to sing Despacito. Brands should learn how to deepen their awareness of the cultural sensitivities of the Hispanic community.
With the purpose of helping brands to deepen connections with Hispanic-Americans, at Hispanic Market Advisors®, we wanted to take a Momentito to list ten executing ways your company could celebrate and honor Hispanic heritage.
3. Don’t be afraid to embrace the Spanish language and the diversity of regional accents
Latinos want to hear themselves, too. Don’t be afraid to break from using a neutral Spanish accent if you’re messaging in Spanish and embrace the diversity of regional accents. Authentic voices have a better chance of capturing a listener’s attention.
Related: Hispanic Market Advisors® offers a professional English to Spanish Website Translation service that is designed to help you expand your digital footprint within the online Latino market.
4. Leverage on Latin music content and consider partnering with an artist or include Latin music in your ads
Music is a passion point for many Latinos, as it truly manifests an ever-evolving culture.
5. Learn and understand the difference between Hispanic, Latino, and Latinx
It is most used by scholars, activists and an increasing number of journalists and writers, Latinx is quickly gaining popularity among the general public, although many Latinos dislike the term. Who is using #Latinx” and why.
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