One of the key issues marketers are struggling with is the cultural tension between general and Hispanic marketing strategies to reach and engage Hispanic customers so they can grow, make profit and/or make a social impact. And with limited resources cultural marketing strategies might become an afterthought or the team would default to just translate the general market strategy for the Hispanic customer.
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Recently, while talking with a colleague she expressed her frustration about how Spanish translations become the default tactic to address the Latino audience. Although I can understand the efficiency justification - time and budget -a one-size-fits all strategy is a risky proposition and can produce less than expected results. Attention is waning and is more difficult to secure than ever, and the questions the Latino audience are asking- is this for me, are you talking to me? Only translating general market messages and creative into Spanish might miss the mark to connect with your Latino audience.
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If your growth plans includes tapping into the Latino market, you’re probably taking into some consideration how to implement your plans for a positive ROI. These can range from using internal staff, translating English campaigns to Spanish or hiring a subject matter expert or an agency. All these are viable options to look at. Regardless of what option you choose to go with, three tactics that you should consider carefully are:
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Word of mouth marketing drives 13% of consumer sales and amplifies the effect of paid media by 15% according to the Word of Mouth Marketing Association (WOMMA). What is not a surprise is the fact that Hispanic consumers are leading in brand word of mouth (WOM) conversations. Hispanics are social by nature and by culture. For Hispanics its about the “we” and not the “I”. Connecting with friends and family is a way to keep up with brands and current events, according to a recent study by Latina Media Ventures.
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The other day, my wife was talking with my daughter after dinner about IBS - irritable bowel syndrome. My son in law was on his smart phone. I thought he was playing with his new toy. Nope, he was doing research and joined the conversation by sharing what he had found. A few minutes later, he said - I need to go to see the doctor. Robert had an Aha moment. The moment he said I need to do this. The moment he decided to take action.
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