Hispanic Marketing Done Right
Some brands have fallen short despite great attempts at reaching the growing Hispanic market. Nonetheless, there are many brands that are using culturally relevant tactics to reach Hispanics, and they’ve been proven to be successful!
Honey Bunches of Oats
Post’s cereal Honey Bunches of Oats turned its attention to the Hispanic market in hopes of increasing awareness and sales by rolling out a campaign in 2012 and 2013. The message, “Pensemos Positivo,” or “Let’s Think Positive,” was placed across channels and drove a 77% increase in general awareness through Latin music and Hispanic celebrities, like Latin Grammy nominee Prince Royce. Honey Bunches of Oats also took full advantage of growing mobile usage among Hispanics by giving out prizes to customers who uploaded videos of themselves dancing. 100% of the cereal brand’s growth from 2010 until 2013 came from Hispanics!
From a controversial commercial to begging customers to return, J.C. Penney has had its fair share of bumps in the road over the past few years. In addition to its attempts to straighten out its image, the retailer began pushing to create a more Hispanic-friendly environment for its customers. With bilingual signage, Latin music and culturally relevant commercials, J.C. Penney has a strong grasp of how to reach this market. In fact, Puente’s president Norberto Ayala-Flores was featured in a KCTV5 News story about this campaign! While it’s too soon to know the results, we think this will help J.C. Penney reach its goal of increasing sales by Latinas.
Just like any other general market segment, Hispanic campaigns aren’t one-size-fits-all. McDonald’s realizes this and created an ad focusing around the 2014 FIFA World Cup. This bilingual spot was able to reach Hispanics of very different ages by recognizing the differences between generations and effectively reflecting these differences in the commercial. The commercial is a great example of a brand reaching beyond translations and really understanding cultural implications to connect with its targeted audience.
In an attempt to reach prospective Hispanic female customers, Puente Marketing created a strategic, integrated and replicable plan for two markets—Austin and Tucson—that ended with an impressive increase in Jiffy Lube’s Hispanic customer base. Through Pandora radio, Facebook, radio, online offers and more, Puente was able to help Jiffy Lube increase its Hispanic customer base by 53.4% in just two cities!
When a business takes the time to really understand the Hispanic market, the payoff is huge. Puente specializes in the Hispanic market and can provide the extensive research, education and resources necessary to help your business take full advantage of this tremendous demographic. Give us a call at 816-283-8300 or contact us on the web.