The Path to a Successful Hispanic PR Campaign
Hispanics are one of the largest minority communities in the US with a population of almost 60 million, as recorded in 2017.
The US census estimates that by 2060, the Hispanic population will account for over 28% of the total US population (119 million people) due to a rise in immigration and birth rates.
A growing population, thus, adds to the power and influence of this segment in the US.
If brands want to effectively communicate with the Hispanic audience, creative PR campaigns are the key to engaging with the Hispanic customers through digital media.
Let’s take a look at the ways you can strategize a successful PR campaign for Hispanic audiences.
Determine Your Target Audience
You can’t box the entire Hispanic audience under the umbrella of “minority consumers” and use cookie-cutter marketing techniques to reach them.
Determine the Hispanic demographic you wish to target. Is it the youth, the children, parents, senior citizens, singles, or those in a relationship?
The younger Hispanic audience is more receptive to mainstream pop culture references, while the older generation is more traditional and responds well to family-oriented marketing tactics.
Once you select the target audience, it’s easier to choose the campaign design, content, and media platform for marketing.
Language Is Key, But So Is Culture
While the older generation prefers authentic Spanish commercials, the youth is more receptive to bilingual campaigns that incorporate the English language.
While language plays an important role in reaching a wider Hispanic audience, cultural sensitivity and social awareness is the key to successful PR campaigns.
Blatant disregard for local traditions and customs is a recipe for disaster. Focus, instead, on delivering an authentic campaign and relying on local talent to translate the content.
Are You Prepared For Hispanic Customers?
Providing website links on the PR announcements is useless unless it’s backed by links that direct customers to translated web pages.
Instead of making a separate website in Spanish, add a drop-down menu titled “En Español” that automatically translates the key information for Hispanic customers.
Think Beyond the Conventional
The digital age and social media has changed the way businesses today market their products and services. Instead of employing conventional tactics like spokesperson interviews and media tours, try to incorporate multimedia, online campaigns, and influencer marketing to reach a wider audience.
This provides long-term coverage and proves to be an investment for your brand as an effective tool for promotion.
Work With Experienced Multicultural Professionals
It’s best to hire experienced marketing consultants that are well-versed with the trends and changes in the Hispanic market. They’ll help pitch expert PR campaigns that especially target the Hispanic audience.
If you need expert advice for creating successful PR campaigns, get in touch with us at GoDiversity.
We are one of the best Hispanic advertising agencies that offer end-to-end marketing solutions to reach the multicultural market in the US.
Our ethnic marketing agency provides innovative advertising and marketing across a wide range of media platforms including TV, print, radio, social media, PR, direct mail, and mobile apps.
Contact us at (917)7976189 or drop an email at [email protected] for more information on Hispanic advertising and marketing.
Comments are closed