Today, the U.S. Hispanic consumer represents the largest growth potential for many industries leading marketers wondering how to get their brands and businesses meaningfully engaging with this dynamic group. Read along if you too are asking yourself: Should we pursue a multicultural approach? Should we focus on just one segment of the Hispanic population and if so, which one? Should we invest in a cross-cultural approach? Or, should we employ a total market approach with one unified message for everyone?

In this issue of The 511, the Hunter Public Relations Hispanic Strategies & Solutions Department will share five things you need to know about engaging Latinos based on industry best practices.

 

Check out how Honda utilized humor and cultural nuances to reach today's Hispanic millennials with its witty television spots.

TOTAL MARKET OUTREACH IS NOT A ONE-SIZE-FITS-ALL STRATEGY.

One common misconception is that brands don’t need to customize tactics to effectively connect with different consumer segments. On the contrary, brands must identify a way in, perhaps through choosing a spokesperson that resonates with the consumer, or looking at cultural cues to truly make a deep connection. Gallo Family Vineyards is one brand that was successful in reaching multiple target audiences through a social and digital National Moscato Day campaign.  Hunter PR enlisted crossover lifestyle expert Evette Rios to host a Twitter Party leading up to the holiday, which excited bloggers and social media influencers alike to celebrate with Moscato on May 9th.  By working with a fully bilingual expert that is recognized by both Hispanic and mainstream audiences, the brand was able to maximize results in an organic and seamless manner.

Be genuine. Don’t oversell the Hispanic connection.

Most successful Hispanic campaigns originate with a genuine sentiment. If your brand is just beginning to build a relationship with the U.S. Hispanic consumer, make sure to spend time understanding this diverse consumer to avoid pandering to stereotypes, which in the end can do more harm than good. Fortunately, many brands are doing their homework and are now becoming aware of cultural nuances; some even poking fun at stereotypes. Honda and its “Un Buen Fit” (a Good Fit) bilingual TV spot from earlier this year effectively does just that. The brand worked with Latino comedian Felipe Esparza to make fun of common stereotypes in an effort to reach the younger Latino. The campaign expanded its reach online via the bilingual Twitter handle @HondaLatino where the brand encouraged Honda drivers to share their vision of #UnBuenFit for the chance to win prizes.




Total market is not for everyone.

If your brand has already established a unique experience for its Hispanic consumer that’s proven successful, don’t completely shift your marketing strategy for a total market approach. Before you decide to make this transition, evaluate the risk of adopting a more inclusive strategy.  Efficient doesn’t always equal effective and some brands have such strong footholds in the Hispanic community that they should continue dedicating marketing dollars to targeting this consumer separately and specifically.  For example, Procter & Gamble's Orgullosa campaign—a platform created in 2011 to celebrate and empower Latinas by featuring Latina success stories—has evolved into one of the most influential campaigns in the Hispanic marketplace. With close to one million followers on Facebook, it is a powerful hub that engages Latinas by providing them with every day solutions to help improve their lives.



Leverage the power of language.

Latinos continually express an interest in keeping their culture alive, regardless of their generation. Many are proud to speak Español. The success of  Spanish-language award shows, such as Univision’s Premios Juventud (Youth Awards), which recognizes celebrities in the areas of film, music, sports and pop culture, demonstrate the power of language and its relevancy to the millennial generation. Marketers looking to take their relationship with Hispanics to the next level must make an investment in providing them the option to engage in both languages. Target, for example did a 2013 total market holiday campaign called My Kind of Holiday (“Así Festejo Yo”), which encouraged Latinos to share their holiday traditions. Brought to life with stories by celebrities such as Ana Quincoces, the bilingual campaign allowed Latinos to engage, in-language, for a more intimate experience during a time when consumers are typically more susceptible to emotional triggers.

Keep the lines of communication open.

It’s no secret that Latinos over-index in the use of social media; so if your brand has successfully started a conversation with the Hispanic consumer through a social platform, don’t turn off the lights immediately when you shift toward a total market strategy. As quickly as Latinos will take note of brands investing in them, they will also notice brands that are taking short cuts to maintain those relationships, so seek out ways to continue the dialogue in a channel that they respond to – and be consistent. Toyota is one brand that has shown its commitment to Latinos by keeping its social media channels active during and after the brand’s transition to a total market approach (Total Toyota, T2) at the end of 2013. Toyota’s Latino Facebook, for example, with over 129K likes, continues to grow and engage its followers in both English and Spanish.







has a roster of specialists with a wealth of experience in creating and executing customized marketing communications programs that integrate tactics across traditional media relations, social and digital media, multi-cultural marketing, events and integrations.  Our knowledge in these areas is wide and deep, and leveraged by our account teams in service to our clients.

For more information about Hunter PR Contact:

Samara Farber Mormar
Business Development
smormar@hunterpr.com


Specialized Service Practice Leaders:

Social and Digital Media
Donetta Allen
dallen@hunterpr.com

Hispanic Strategies and Solutions
Annette Gonzalez-Malkin
agonzalez@hunterpr.com

Entertainment Media & Partnerships Department
Samantha Turtle
sturtle@hunterpr.com

National Media
Sandy Bustamante
sbustamante@hunterpr.com

Measurement
Melissa Todisco
mtodisco@hunterpr.com


www.hunterpr.com