Connect With Hispanics Through Events

Oct 11, 2008 by Mark Maier

"Hispanics show more loyalty to the companies and brands that try to speak to them as they assimilate and edit American culture." says MediaPosts Rudy Duthill in the recent Engage Hispanics Newsletter. As a marketer, that gets my attention because it makes perfect sense that if we want to be successful we have to understand our market target and how they react to the message.  Some of the advice from Rudy:
"1. Tie into pre-existing and established Hispanic lifestyle events - You should always first look to leverage the value, popularity and equity that pre-existing events and destinations have already created. This starts by tying into existing events/venues that are relevant within the target community. "
"2. Customize creative - As we all know, Hispanic consumers are very loyal to the brands they choose to show patronage to, so advertisers ? and their agencies ? should take the time to work on culturally relevant artwork that will resonate with the specific Hispanic target at the event."
"3. Use outgoing staff - Brand ambassadors that are attractive and full of energy are imperative because they will easily gain the trust of the crowd and infuse them with enthusiasm for your brand!"
"4. Supporting all events with strategic, targeted media - While in most cases an event will only last one or two days, smart media buys can be placed in targeted areas to guarantee the message lasts long after the event is over."
Bottom Line: If you want to be successful than make the event memorable and enjoyable.
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