A huge segment of the US market comprises Hispanic individuals. In fact, research shows that approximately $500 billion is generated annually by Hispanic shoppers. Needless to say, brands need to include a multicultural marketing approach to cater to the Hispanic community and customize their campaigns to amplify Hispanic voices.
Our multicultural market research firm can help you with this. Here are a few tips to follow to connect to your Hispanic consumers.
Understand Cultural & Regional Differences
Here’s the thing: the Hispanic community comprises people from different regions. It’s important to understand the customs, traditions, and heritage unique to each region when developing multicultural marketing campaigns instead of generalizing and/or stereotyping.
For instance, people with a Mexican heritage will have different cultural values than people from the Caribbean. Moreover, there will be cultural differences among people with a background in the same country. It’s imperative you understand these differences and do a nuanced market research before attempting to amplify Hispanic voices. Your marketing campaigns also need to be tailored to the specific audience you’re targeting so your consumers feel more connected to your brand.
Go Beyond Language
Many brands focus on language when conducting market research and developing campaigns. While language is undoubtedly an important factor for a Hispanic-focused marketing campaign, it shouldn’t become the only point of focus. Move a step beyond language and concentrate on other cultural aspects, such as food, heritage, music, traditions, sports, and other elements.
Most people from the Hispanic community take great pride in their culture. Using your brand to highlight their culture and celebrate their identity is a great way to amplify Hispanic voices. Your market research needs to incorporate multiple cultural elements to design and execute campaigns that authentically represent the Hispanic community imagery, instead of only incorporating the Spanish language.
Collaborate with Hispanic Influencers
In the last few years, influencer marketing has become a crucial digital marketing strategy. It’s also a great way to make your brand resonate with your Hispanic audience. Collaborating with prominent Hispanic influencers can help amplify the community’s voice and help Hispanic people feel more connected to your brand.
Influencer marketing is especially beneficial for brands targeting younger, more tech-savvy audiences. Collaborating with Hispanic influencers allows you to give a platform to a community representative and showcase your support.
Hire a Multicultural Marketing Firm for Your Campaign
Ethnotics is a multicultural marketing research firm that conducts thorough market research and analysis, helping brands develop multicultural marketing campaigns. We have over a decade of experience assessing qualitative and quantitative data, and assist brands in incorporating insights to amplify ethnic voices.
Reach out to our Hispanic marketing research agency in NY today to learn more about our work.
