Hispanic Market Advisors®, reminds brands that,
“The Hispanic Heritage Month celebration, which takes place every year from September 15th to October 15th, is a great opportunity for innovative brands to learn more about the Hispanic community and join the celebration with the right approach.”
Here are a few executable ideas on how to celebrate diversity and honor the Latino culture, while scoring a few points for your brand:
Brands that recognize the contributions that come by employees from different cultures and backgrounds tend to do better in the long run for diversity strengthens the workplace and can have a number of benefits, including improved understanding of the marketplace, enhanced creativity and problem-solving ability in teams, and better use of talent. The US Army, for instance, has a dedicated website dedicated to Latinos www.army.mil/hispanics/ and is celebrating the many different cultures that make up American society with a series of articles and stories.
Brands must consciously embrace diversity which does not mean organizing a merengue class for their employees or go to a happy hour event on 5 de Mayo, although that can be fun. To integrate diversity into your business requires knowledge of customers’ culture, buying habits and preferred methods of communication. During the Hispanic Heritage Month, it’s opportunistic to start developing a holistic and deliberate hiring strategy to increase workforce diversity. “If the pool of qualified candidates doesn’t reflect the demographics of your region or the clients you serve, you may need to expand your search beyond traditional hiring sources.” (staffone TRUSTED HR SOLUTIONS)
Becoming a corporate partner with the U.S. Hispanic Chamber of Commerce, sponsoring one local Latino event, or joining a Minority Business program such as DiversityFran (formerly known as the MinorityFran program) can be all magnificent ideas. Maid Right Franchising has the “Maid Right Latino” initiative and is growing emerging markets in local communities by proactively recruiting into their franchise system Latino entrepreneurs who want to start their own business. As Jose Torres, from FranNet of South Florida wrote in an IFA article, “connecting to Hispanic consumers through Hispanic Franchisees” can be a smart move for those franchises that truly understand the value of diversity.
Ethnic and multicultural agencies understand the nuances of the Latino market. Hispanic consumers growing purchasing power reached $1.5 trillion dollars in 2015, according to Nielsen, and Latinas are a driving force behind Hispanic purchasing power in the United States. Latino marketing agencies (or multicultural agencies) can help brands their products and services reached the Hispanic population which is expected to represent 19 percent of the total U.S. population by 2020.
Everyone wants a piece of the pie! Some brands have a serious commitment to connecting with the Latino community and continue to engage the Hispanic market effectively. Other brands, though, still remain cautious (or erratic) in their approach, for they either lack of knowledge or information, or undermining the nuances of the Latino culture. Partnering with a Hispanic Marketing or Multicultural Agency can help support cost-effective Hispanic initiatives aimed at connecting brands with the Hispanic consumer.
You may want to encourage your Diversity Program Manager or Public Relations Director to consider:
To conclude, it’s safe to say that all markets eventually become saturated which makes it difficult for even established companies to grow. However, growth opportunities will always exist for those organizations who are prepared with multicultural connections given that today’s marketplace is becoming more diverse in nature. The Hispanic Heritage Month celebration can be a great platform to kick off or solidify those efforts that brings your brand closer to the 50 million-case opportunity ….
With the objective of helping brands to deepen their connection with Hispanic-Americans, Spanish SEO provider Hispanic Market Advisors® shares some tips for brands and organizations (private and public) to join the Hispanic Heritage Month Celebration with activities that may build and deepen multicultural connections.
Sebastian Aroca, Managing Partner with Hispanic Market Advisors®, reminds brands that, “The Hispanic Heritage Month celebration, which takes place every year from September 15th to October 15th, is a splendid opportunity for smart and innovative brands to learn more about the Hispanic community and join the celebration without sounding cocky.”
Here are a few ideas on how to celebrate diversity and honor the Latino culture:
1. Acknowledge your Hispanic employees for their contributions – It is important to recognize the contributions that come by employees from different cultures and backgrounds. The Army, for instance, is celebrating the many different cultures that make up American society.
2. Integrate diversity into your business – Embracing diversity does not mean dancing merengue with your colleagues in a networking event after business hours, although that can be fun. To integrate diversity into your business requires knowledge of customers’ culture, buying habits and preferred methods of communication.
As a market’s dominant population group changes, minority businesses belonging to that group naturally emerge to meet the unfulfilled needs of that group within the market. This will position your business to be ready to naturally exploit all economic opportunities within your diversified market segments.
3. Join Hispanic Organizations and Minority Business Programs – Becoming a corporate partner with the U.S. Hispanic Chamber of Commerce, sponsoring one local Latino event, or joining a Minority Business program such as DiversityFran (formerly known as the MinorityFran program) can be all magnificent ideas.Many franchise companies, for instance, seek to merge diversity programs into their strategic plans as ways to create competitive advantage. Maid Right Franchising has created the “Maid Right Latino” initiative and is growing emerging markets in local communities by proactively recruiting into their franchise system Latino entrepreneurs who want to start their own business.
4. Establish strategic partnerships with Multicultural Agencies – Business owners, entrepreneurs and corporate executives across the United States are awakening to the importance of connecting effectively and emphatically with the Hispanic market. After all, Hispanic consumers growing purchasing power is estimated to reach $1.5 trillion dollars by 2015.Everyone wants a piece of the pie! Some brands are making a serious commitment to the Hispanic market. Other brands, though, still remain cautious in their approach, for either lack of knowledge or information. Partnering with a Hispanic Marketing or Multicultural Agency can help support specific Hispanic initiatives targeting the Hispanic consumer.
5. Communicate to your stakeholders why and how your business embraces diversity – You may want to encourage your Diversity Program Manager or Public Relations Director to consider:
In conclusion, marketing to a diverse customer base requires knowledge of customers’ culture, buying habits and preferred methods of communication. Because of increased competition, it is a natural conclusion that all markets eventually become saturated which makes it difficult for even established companies to grow. However, growth opportunities will always exist for those organizations who are prepared with multicultural connections. The Hispanic Heritage Month celebration can be a great platform to kick off those efforts.
About Hispanic Market Advisors®
Hispanic Market Advisors ® is a boutique company focused on developing online Hispanic market-ready solutions, including Hispanic marketing and English to Spanish translations, to aid companies of all sizes to reap the growth of the Latin American and US Hispanic market.
According to the results of the last US Census, over 45 million Hispanics now live in the United States, making that population one of the largest ethnic groupings in the US. Because this number of Hispanic consumers is so high, and growing higher each year, American businesses must be aware of the methods needed to sell products and services to this country’s Hispanic populations. And that process is not as easy as it sounds. Remember, English is not a Hispanic’s primary language. If a company’s ads are only written in English, and depend on a knowledge of English usage, then those ads may be incomprehensible to a Hispanic audience. And American humor, if written in English, may not come across as funny to Hispanic consumers.
A company that wants to sell products and services to a Hispanic population, or produce a successful social media campaign, must become familiar with Hispanic culture. Read the magazines and books of Hispanic culture to find out the interests, the needs, and the wants specific to Hispanics. Not only will this research help with the sales of services and products to Hispanics by pinpointing Hispanic cultural trends, it will also help the company figure out the next step, the use of social networking sites on the internet to reach out to, and communicate with, Hispanic customers.
* Which social networking sites are oriented toward Hispanics?
* Which sites cater to Hispanics who want to talk with each other?
* Of these sites, which ones are totally written in Spanish?
* Which of these sites are intended for Hispanics keeping in touch with their overseas relatives?
* Do some sites cater to Hispanics who may be resentful at being forced to speak English, or who prefer speaking Spanish at home or away from the job?
Ponder those strategies that make sense of what you’ve discovered about Hispanic culture, and how those answers might be translated into your company’s use of the social networking sites. Once you’ve developed that strategy into an action plan, follow through on the action items. Join in on the conversations at the social networking sites, and you’ll understand not only what the Hispanic mind is interested in, you’ll also discover what’s happening in Hispanic hearts. Engage the interest of the Hispanics you meet online — but, that’s not a plan you can accomplish overnight. You will have to learn a lot and work a lot to achieve success when engaging in a Hispanic strategy in the social media of the internet. But, the effort will be well worth it for your company, because this effort will require only one step more to translate that understanding of Hispanic culture into print ads and commercials that will appeal to Hispanics.
A small business owner does not have small dreams or small goals, even though he or she may have a small budget for outreach and marketing. Hispanics are part of a rich culture. How would you like to expand your business into your Hispanic community, and cultivate your Hispanic clientele organically, forming lasting relationships with your Hispanic customers?
At the risk of stating the obvious, the first step towards reaching out to Hispanic customers is to identify and familiarize yourself with this client base as it relates to your business. All of mankind is most comfortable in familiar surroundings. Do more than simply translate your English website into Spanish. Create a website that is as comfortable to Latinos as their own home, their own community. As a business owner, you would not conduct business with an organization that you do not trust. Appreciate that the same holds true for your customers, and create an atmosphere of warmth and trust throughout your corporate culture.
Second, ensure that your website is relevant and accessible to your market. No one founds his own business with short-term goals. Growing your business requires that you take the time to cultivate a long-term relationship with your Hispanic customers. This slow, organic growth of your loyal client base is far more profitable for you and for your business than the one-time impulse shopper. Learn about your customers’ needs, preferences, and purchasing trends so that you can strategically situate your company’s information where they are most likely to find it, and find it often.
And finally, as important as your web presence is to the success of your business, never forget that your customers are people. You cannot hide behind a computer screen if you want to organically cultivate long-term relationships with your Hispanic customers. It is human nature to want to put a face with a name. Politicians know this, sales people know this, and successful small and medium sized business owners know this. Time invested in building off-line bridges within the Hispanic community is time well spent. Not only will it give you a greater understanding of your customers; it will ensure that your business is the first thing that comes to mind when they want to research a product, purchase a service, or simply ask a question. Invite your customers and potential customers to make your website their home where they can chat with you or other customers, seek and offer advice, and find promotions on the products they need from a business they trust.