With spring around the corner–i’ve been spring cleaning my life and really focusing on my Latino Marketing background. There are people on Twitter who give me great information, contacts and links that facilitate this process and today I wanted to honor them by doing a special LATISM (Latinos in Social Media) post. Happy Friday!! (NOTE: Names listed in no particular order)
Hispanic Marketing can be defined simply as marketing a product or idea to Hispanic individuals. This is what many companies and brands believe and that is why they are missing the highly involved process of connecting, interacting and influencing the growing Hispanic population in the United States today.
Hispanic Marketing cannot be summed up with a blanket statement or idea and in this post I wanted to point out what I believe Hispanic marketing is and how some companies continue to get it wrong.
It is no secret to smart brands and companies that in 2002, the US Hispanic population officially became the largest minority in the United States, and it will continue in this position through at least 2050. (marketingprofs) With that in mind, deciding to ignore such a huge population could be a detrimental mistake. Marketing to them in the wrong way is not much better and could actually damage your brand reputation with this influential group.
The first thing any company should do when jumping into the Hispanic market is perform extensive research. This research must be thorough and not lump Hispanics into one group, as is often the case and the temptation for marketers. Like other customers and audiences, Hispanics can and need to be separated by age, sex, economic status, and technology knowledge background, level of assimilation and whatever else is needed to better understand your target market. By doing this you can begin to see ways to market to this group in the correct way.
Once you’ve reached a level of research that you believe puts you in a better position to market your brand to the Hispanic audience you must tackle the language barrier. Granted, Spanish is the second most spoken language in the United States after English—this does not mean that these are interchangeable languages and that your campaign can simply be translated into Spanish and affect the Hispanic consumer in the same way. (More on this in part 2 of this series).
Still, any marketer and great communicator knows that to reach an audience you must speak their language, so having someone able to communicate your message into Spanish will help your brand immensely.
You may decide to create an entirely unique campaign to meet the needs of the Hispanic market. In my opinion, this is the smarter choice but not always the most cost-effective. In this instance, you would go through the same steps of creating your campaign as with the English version but you would be sensitive to the research you gathered in regards to the Hispanic market.
Bottom line-Hispanic marketing isn’t easy, but with this group having about $863 billion in discretionary annual income, more than any other minority group in the country-it is something NOT to be overlooked.
The next part in this series will address the language barrier to Hispanic Marketing and mistakes not to make.
The horrendous headlines are everywhere, “Economy in Shambles”, ‘No Jobs”, “Will Take Years to Recover”. We’ve seen it and it freaks us out, however, when you’re laid off or unable to find a position that puts your Public Relations background into use, think about Freelancing.
This is a concept that is relatively new to me. I recently ended an assistant /intenship where I spent eight months working for a variety of clients and gaining a plethora of skills. Still, when the internship came to an end, my many applications submitted to other companies were still unanswered, leaving me unemployed and frustrated.
My dad recommended that I help a few of his friends with Public Relations. Many of his friends own their own businesses or are executives at large companies. Though I only have one freelance position at the moment, I am actively doing Public Relations, while having time to search for positions. I am constantly networking and telling EVERYONE that I am a qualified PR person in need of a break.
Though the economy may not rebound anytime soon, freelancing may keep me in the bussiness and ensure that I won’t get rusty. Check out the following sites for ways to get freelance jobs and learn all about how its done.
List of sites to learn more about Freelance Jobs:
Myspace : Lists freelance jobs.
IFreelance: a wonderful place to read up on freelancing and find jobs to get your name out there.
Online Writing Jobs: Features posts such as “real estate agency looking for someone to write a creative press release for our new real estate membership website. We want one full page press release, and an abbreviated one paragraph version.”
Below is a collection of recent news and links, as well as some super savory links that I keep saved to eyeball from time to time. If you do what I do in social media, you should be aware of some of these.
What Does Engagement Really Mean? MediaPost (Mentions #Latism (see previous post)
Facebook & Blog Promotios. Social Media Basics (Louis gets promotional ideas from here)
Mashable. (The Mashable link is just that…Mashable. This site is a cornerstone for current lore in socialmedia)
My ‘About’ Page. (It’s important to be transparent in this industry, so here you can find out more about Louis)
Ideas vs. Work. (Some courses of action require hours of planning, others may take years)
How I Manage Facebook. (Chris Brogan reveals detials)
Online Enemies (Think “Keep your enemies closer to you, than friends)