Hispanic Marketing Ideas from a Hispanic-Owned Marketing Agency
By Jonathan Ochart, Founder & CEO of The Postcard Agency
As a Puerto Rican marketing and public relations executive, I’ve cringed several times at brands and their lazy attempts to connect with Hispanic audiences—especially during Hispanic Heritage Month. Here are a few examples that stand out to me:
- Inserting the word “familia” into every sentence (that includes you, AT&T)
- Incorporating some version of “mi casa es su casa” into their messaging
- Placing tildes on English logos (I’m looking at you, NFL)
- Throwing taco emojis onto graphics and social media captions
- Using one Latin American country’s flag to represent all Latinos (there are 33 countries in Latin America and the Caribbean)
Why Do So Many Hispanic Marketing Ideas Miss the Mark?
While Hispanics make up more than 19% of the United States population (that’s 65.2 million people!), several brands wait until Hispanic Heritage Month to organize marketing and public relations campaigns targeting or celebrating this beautifully diverse and dynamic demographic. No wonder these campaigns fall flat with Hispanic audiences!
Sharing something is better than nothing—if you really mean what you say and put actual thought behind it—but waiting until the last minute to develop a campaign with so much potential usually leads to disappointment on the brand’s side and the audience’s side.
Why? Oftentimes, Hispanic marketing ideas miss the mark because (1) brands don’t know anything about Hispanics and (2) many brands don’t foster diverse marketing teams that include Hispanics.
When Should I Start Implementing Hispanic Marketing Ideas and Campaigns?
If you want to connect with Hispanics in a genuine manner, you should include them in your communications plans all year round. Waiting until Hispanic Heritage Month feels inauthentic and opportunistic, which is detrimental to brands no matter how large or small. Hispanics don’t magically appear out of thin air on September 15 and disappear on October 15.
Are you having trouble devising Hispanic marketing ideas to connect with Hispanic audiences throughout the year?
Good news: as an award-winning Hispanic-owned marketing and public relations agency, we’ve launched impactful campaigns for brands targeting Hispanic and Spanish-speaking audiences across the U.S. We’ve even secured earned media features for clients like the Society of Hispanic Professional Engineers in Business Insider, El País and Mitú.
Here’s a social media marketing case study that can help you recognize the importance of really understanding your target audience.
Hispanic Marketing Campaign Case Study: Educating Spanish-Speaking Women About Bleeding Disorders
We developed a social media marketing campaign for the National Bleeding Disorders Foundation in collaboration with the Centers for Disease Control and Prevention to educate Spanish-speaking women about bleeding disorders, their symptoms and how to get the treatment they need and deserve.
Here’s how we approached the campaign to create informative content that resonated with Spanish-speaking women around the country:
1. Research, research, research. No audience segment is the same, and no topic is the same. Nuances matter. Dig deep to find out your target audience’s pain points, and develop messaging that answers those pain points in a straightforward manner. Skip the gimmicks. Reddit is a great place to get into the minds of your target audiences and gain an understanding of what they want to see from brands.
2. Pass the mic. We don’t need to be told how important familia is or that your casa is our casa. Instead, consider featuring Hispanics who identify with your target audience and give them a platform to share their stories. Showcase a Latina chef who just opened her first restaurant in Los Angeles. Share quotes from a Venezuelan poet who just moved to New York. Ask a Latinx scientist how they’re transforming the medical field. The possibilities are endless.
3. Walk the walk. If you really want to connect with Hispanics, Hispanics should be a part of your marketing team. Involve them in campaign strategy meetings and nurture a positive work environment where they’re encouraged to disagree with management’s ideas. Don’t shut them down.
Do You Have More Hispanic Marketing Ideas?
Ask and you shall receive. We developed this handy list of Hispanic Heritage Month marketing campaign ideas that can be applied 365 days a year. Check them out to help you build a campaign that makes a memorable impact. ¡Azúcar!
I Want You to Help Me Develop Hispanic Marketing Ideas For My Brand
You’re in the right place. Please complete our contact form to schedule a complimentary consultation with me. I’d be honored to help you and your brand connect with Hispanic audiences in an authentic manner that makes a difference.
