How To Connect Hispanic Millennials With Your Brand

One of the biggest mistakes brands made at the turn of the century was being overcautious.

There’s no doubt that the slow downfall of traditional marketing was a tough transition. Established brands should have known that online marketing wasn’t a passing fad and yet when social media came along, again, they moved at snail pace.

Don’t make the same mistake a third time.

In a few years, forgetting hispanic shoppers in your marketing strategy, could be as self-destructive as when Blockbuster turned down the chance to own Netflix.

If you don’t have a strategy for marketing to hispanic millennials you might already be behind but you’re not too late.

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Why Should You Target Hispanic Millennials?

According to a 2015 Nielsen report, Hispanic Americans are one of three rising groups of “super consumers”. They’re estimated to have a buying power of $1.7 trillion by 2019.

Census projections show that by 2020, Hispanics will account for over half of all U.S. population growth and nearly 85% by 2050.

It’s not enough to have a strategy that reaches all hispanics. As you would with other target consumers, you need to look at who has the buying power now, and in the future.

YEARS OF EFFECTIVE BUYING POWER STRONGEST AMONG MULTICULTURAL CONSUMERS
YEARS OF EFFECTIVE BUYING POWER STRONGEST AMONG MULTICULTURAL CONSUMERS, Nielsen

“About one-third, or 17.9 million, of the nation’s Hispanic population is younger than 18, and about a quarter, or 14.6 million, of all Hispanics are Millennials (ages 18 to 33 in 2014).” Pew Research Center

Innovative marketers will know that their marketing dollars should be spent on the consumers of today and tomorrow to foster consumer loyalty for future ROI.

How To Connect Hispanic Millennials To Your Brand

1. Be On The Right Channel

Research conducted by Google showed that Hispanic Americans prefer to gather information about a product using online sources rather than family, radio or TV.

hispanics-use-internet-more-than-tv-for-purchases
Source: Google/Ipsos MediaCT, Digital Hispanics: The Role of Culture and Language Online study, April 2015.

2. Invest in marketing that is culturally relevant to Hispanic Americans

Appealing to the Hispanic Millennials multicultural lifestyle is the best way to focus your brand’s marketing efforts in the future.

In 2014 McDonald’s released a commercial that resonated with teenagers, their parents and the hispanic community:

“McDonald’s is always looking for more ways to connect with consumers beyond feeding them. We took a near universal experience — a teenager’s first job — and presented it through the lens of the bursting-with-pride Hispanic parents. The campaign made people laugh while reminding them that McDonald’s is often the first real work experience for thousands of teenagers — just one more way the company is an important part of the Hispanic community.”

3. Activate Hispanic Influencers

Your brand has likely conducted influencer campaigns for new product launches but have you tried activating hispanic influencers?

The benefits of using hispanic influencers cover all the benefits you would get from using regular influencers with the additional value. Hispanic influencers:

  • Offer guidance on topics relating to the Hispanic-American bicultural lifestyle
  • Reach a Spanish-speaking audience
  • Connect with difficulties in cultural assimilation
  • Use nostalgia to captivate their audience
  • Offer unique advice on topics relating to Hispanic cuisine, holidays, education, language, beauty rituals and travel.

To learn more about activating hispanic influencers for your next campaign you should connect with an influencer agency. Influencer agencies, like Acorn, already have an established network of influencers who have proven their value to brands and their audience.

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