La Familia is an Institution – Part 2
In 1995, Latino filmmaker Gregory Nava co-scripted and directed a generational saga he titled My Family, Mi Familia.
(Francis Ford Coppola, who knows a little something about families and generational sagas himself, executive produced.)
And in 2002, Nava created the television drama American Family, which told the story of a Latino family in America and ran on PBS for two seasons.
Coincidence?
Maybe.
But, you know, Hispanics tend to be family-oriented.
Strongly so.
So it shouldn’t surprise advertisers to learn that marketing strategies which focus on family values tend to appeal to them — strongly — as well.
Or that ads targeting Hispanics tend to be more successful when they show the whole family benefiting from and enjoying the product or service.
Examples.
Two similar products.
Two different companies.
Two similar approaches.
First company: Honda.
The Japanese carmaker usually markets the more sporty coupe model of its Accord line to non-Hispanics.
But when it targets Hispanics, Honda highlights the sedan as the ideal family car.
Likewise Ford.
For non-Hispanics, it positions the Focus as a fun-to-drive vehicle for young people.
But when it goes after Latinos, Ford features the Focus‘s pluses as a family car.
Two different companies.
Two different cars.
Two similar approaches to positioning each car.
Each based on understanding the target and its feelings.
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Next time we’ll talk about who’s the boss in Hispanic households.
And how to get the boss on your side.
Stay tuned.
