Is your company looking to expand its marketing campaign to one of the largest and fastest growing minority groups, Hispanics? Well, Carlos Boughton, the brand director of Tecate and Tecate Light, Heineken USA and Manual Wernicky, has put together a list of 5 do’s and 5 dont’s when skewing your advertising towards the Hispanic demographic.
Carlos believes that these 5 ideas will help build your brand within the Hispanic community.
1. Consider Context: Hispanics have been hit very hard by the recession, even more so than some other demographics, so a brand message designed for the ‘good times’ will feel fake.
2. Focus on the idea: Design your campaign around one great concept that extends over several mediums.
3. Shift Spending from TV to In-Store Merchandising: 70% of purchasing decisions are made at the shelf.
4. Engage the Consumer to ‘Feel’ the Brand: Hispanics usually purchase brands they sense feel right.
For a more throughout understanding of Carlos’ Do’s and his 5 Hispanic Consumer marketing Dont’s, go to: http://www.brandweek.com/bw/content_display/news-and-features/hispanic-marketing/e3id5be315f15f95c42891daac23b957f09?imw=Y