04.27.15

Spotlight on Multicultural Marketing: Part II

At LinguaLinx, we are always getting inspired. Two weeks ago, an article on the changing dynamic of the U.S. population really got us thinking: what impact does this shift have on marketing? The goal of marketing in its purest form is to match a company’s products and services to people who want and need them. In order to do this effectively, creative strategy is employed. It is all about reaching people in such a way that they feel connected to the product or service.  In Part I of our spotlight, we introduced our thoughts on multicultural marketing. Now, we’re going to take it a step further. Let’s take a look at the fastest-growing minority group in the United States: Hispanic Americans.

Connect with Language and Culture
Spanish is the second most widely-spoken language in the United States, by far. Of course, the use of English increases with second and third generation Hispanics. Latinos in the United States are not only bilingual, but also bicultural. “Speaking the language” does not simply mean “speaking Spanish.” It is about creating and using content that represents Hispanic ethnicity, but also framing the Latino population as a part of a greater whole. All of this really helps connect a brand to consumers. Target nails it with their recent “SinTraducción” ad campaign. The ad connects with the bilingual and cultural identity of Hispanic Americans and the back and forth between language and culture. One of the ads is shown below:

Don’t Be Literal
Directly translating a slogan from one language into another does not always work. The most infamous and relevant example was the California Milk Processors Board’s decision to use a literal translation of “Got Milk?” which became “Are You Lactating?” in Spanish. But, let’s give the Board some credit; they redeemed themselves with this 2014 ad for milk. The ad does a great job telling a story while also correctly using a bilingual approach. “Toma leche” translates into “Drink Milk.” It promotes and supports the idea that drinking milk before bed leads to positive dreams and quality sleeping.

Online Video is HUGE
A Nielsen report showed that Hispanics spend over 90 minutes longer than the U.S. average each month watching online video. Universal has the right idea with its own YouTube Channel for the Hispanic audience in the United States.

Universal Latino - YouTube - Google Chrome 4202015 42239 PM.bmp

Mobile is Important
Forty percent of Hispanic Millennials (ages 18-34) are mobile-only Internet users, according to ComScore data. This statistic is significant because it shows that having a mobile advertising strategy is paramount when looking to target Hispanic consumers. The challenge, as this article in AdAge points out, is “when consumers go mobile, their ethnicities become largely invisible to advertisers.” They point popular social media sites such as Twitter and Facebook as well as music streaming sites and digital publications as great places to buy ad space to reach your targeted consumers.

Media Channels
Let’s get back to the ad mentioned above. The Target ad will run on Spanish-language television networks such as Univision and Telemundo. They will also run ads online on YouTube, Hulu, and People En Espaῆol. Target recognizes that a lot of Hispanics are online, so they are continuing the conversation on social media. Hashtags are instrumental with creating conversation, so #SinTraducción will be used. The goal of this conversation is to get people talking about traditions in their culture. The idea is to get people excited about a brand and how people in a particular culture use and relate to it.

In short, the Hispanic audience in the United States is one that is connected, retro-acculturated, proud, and growing! Take a look at some of the examples we provided as a guide when looking to market your products and services!

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