Hispanic Marketing Part 2: Don’t talk to strangers

Hispanic Marketing: Don't Talk to Strangers

In our last blog on Hispanic marketing, we analyzed common (and embarrassing) ways companies alienate the Hispanic market when they’re actually trying to win their business.

They all reflected a common theme: understanding what conveys respect to the audience. Didn’t Aretha Franklin say it the best? R-E-S-P-E-C-T – Find out what it means to me. Meaningfully engaging anybody requires knowing what constitutes respect to that person. Marketers need more than a superficial understanding of the Hispanic market to know exactly who they’re talking to. Because successful messaging is never talking to strangers.

Messages must speak the right language – meaning more than just Spanish. Successful marketing to Hispanics requires fluency in the culture, traditions, humor and dreams. Here are some common one-size-fits-all assumptions to avoid:

What do all of these have in common? They’re commonly committed by people who don’t understand or engage the audience.

It takes thought, care and time to win Hispanic customers who will keep coming back. When Hispanic marketing is done well, it stands out and is appreciated. And it’s rewarded in dollars and a sense that your company is one that understands, respects and cares about them. Isn’t that important to any audience?

Michelle Cuevas-Stubblefield Portrait Icon
Michelle Cuevas-Stubblefield

Vice president of business development at jones huyett Partners. She is an activist and advocate for Hispanic community issues, including cultural awareness, inclusion and community development.

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