Brandweek interviewed Carlos Boughton and Manuel Wernicky, two Hispanic-marketing experts in about what to do (and not to do) when it comes to marketing to your Hispanic customers. While the focus of the piece is on shopper marketing in particular, I think the lessons are relevant to just about any retail situation.
Of the two lists, the “don’t” list seems the strongest, so here are the highlights:
- Don’t rely too much on cold data to know your customer. Get out and spend time talking to brand users.
- Don’t underestimate consumers, particularly their ability to make or break your brand via user-generated content on the Internet.
- Don’t focus on cultural details or try to make your brand look Hispanic. Instead, focus on being relevant.
- Don’t try to be pan-Hispanic. (Example: Tecate, which is clearly Mexican but has an authentic voice and therefore has broader appeal.)
Read Hispanic Shopper Marketing Do’s and Don’ts
