There’s More than One Way to Skin a Gato – Part 1
Mother.
Family.
Education.
And success.
These are some of the core emotional touchstones an advertiser would do well to keep in mind when targeting Hispanics.
So, okay, let’s assume you’ve done that.
Now, how do you reach them?
(Outside of traditional media, which we’ll touch on in future posts.)
1. Hispanics tend to be group oriented.
They enjoy group outings such as soccer games, street fairs, and festivals.
So outdoor ads with simple messages located at or en route to these activities can generate large reach and frequency numbers at low cost.
2. Hispanics tend to shop in groups.
At the auto dealer, at the department store, at the supermarket, at the mall — you’ll often see Hispanics traveling in couples, trios, quartets, entire families.
That translates into more potential customers.
And more potential sales.
For example, “Buy One, Get One Half Off” deals can target both the shopper and the companions.
3. Hispanic families are often three-generational.
That means kids, parents, and grandparents.
So including the grandparents in ads targeting Hispanic families can be a wise marketing strategy.
4. Hispanics tend to place great stock in word-of-mouth.
When someone they respect speaks, Latinos listen.
So such a person’s endorsement of a product or service can be a powerful motivator for purchase or trial.
5. To Hispanics, relationships matter.
Latinos like to feel like a friend, not just a customer.
So in your advertising — and in your place of business — it pays to treat them as such.
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Next time we’ll talk about some other effective ways to reach Hispanics.
And why they work.
Stay tuned.
Mañana Will be Better
Mother.
And family.
In previous posts, we’ve touched on their importance to Hispanics.
And on why advertisers targeting Hispanics should be aware of that importance.
Two other things are almost equally important to Hispanics.
Education.
And success.
Like parents everywhere, Latinos harbor aspirations for their children.
For a better education.
A better job.
A better life.
They dream of seeing their children graduating from college.
Landing a good job.
Enjoying success.
And respect.
And economic security.
Advertising that reflects these aspirations —
That encourages them —
That celebrates them —
Can reach Hispanics on a deep emotional level.
Because it speaks to them.
And says you understand them.
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Next time we’ll talk about a few effective ways to reach Hispanics.
And why they work.
Stay tuned.
Who’s the Jefe?
Some Hispanic men may still be machistas.
But in most Hispanic households, Mamá is the one who runs things.
That’s why advertising aimed at anyone in a Hispanic home often tends to be more effective when it addresses Mom, too.
A lot of the time, she’s the decision maker.
Even when it may not be obvious.
And even when she doesn’t flat-out say “no” or “buy this,” in most households she still exerts a strong influence.
Consider this example.
English-language breakfast cereal ads generally target: whom?
That’s right.
Kids.
And they tend to focus on fun and flavor.
As does the following English-language commercial for Honey Nut Cheerios, which plugs the cereal’s sweet honey flavor, the magic compass decoder prize inside, and the “cool games” on the back of its box.
So who do Spanish-language spots target?
The mother.
And they tend to focus on the cereal’s health and nutritional values.
As does the following Spanish-language cereal commercial, which urges mothers to protect their children against anemia by giving them Kellogg’s Corn Flakes for breakfast because the vitamins A and C they contain can help triple the body’s ability to absorb iron.
Why the difference?
Simple.
The English-language spot expects the child to decide what the mother will buy.
The Spanish-language commercial knows the mother will decide what her child eats.
See, in Latino homes, Mamá still knows best.
And that’s something advertisers need to know, too.
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Next time we’ll talk about two other important values Hispanics hold dear.
And why they should be important to you, too.
Stay tuned.
