This is a guest post by Amanda Belo, media researcher at Cision.
In an article written for the Cision Navigator, Belo researched diverse marketing efforts, specifically with the digital Hispanic audience in the United States. This post is an extension of the interviews she conducted, featuring words of wisdom from three communicators who work with multicultural markets.
From 2000 to 2010, the Hispanic market had a 43 percent growth rate, according to The Nielsen Company. First-generation Hispanics say ethnicity is an important factor when products are marketed to them, yet 1 in 2 Hispanics feel like most marketing doesn’t target them, a study by Yahoo!, Mindshare and Added Value says.
We talked to three professionals who have worked in the Hispanic market to get their take on successfully deploying an outreach initiative and understanding the platforms and messages that resonate most with this demographic.
Greg Aguilar, director of intercultural student life at Augustana College, has worked in both the credit union industry and higher education with a focus on Hispanic outreach. He suggests three main steps to achieve success with a Hispanic audience: buy-in from the top, brand awareness and community outreach.
“Commit to capital, staff and support of reaching out to the market. If there is not buy-in, you could waste a lot of time and money on an effort that could be destroyed internally,” he said.