OP-ED: Significant ROI will result in understanding Hispanics

When devising this story, it is imperative to incorporate what drives this audience - elements such as family and friends, the importance of education, culture, equality, and safety, among other drivers, that will ensure a story that resonates.

When devising this story, it is imperative to incorporate what drives this audience - elements such as family and friends, the importance of education, culture, equality, and safety, among other drivers, that will ensure a story that resonates.

Once the story has been articulated, create an execution plan that is relevant to your brand. Part of a campaign's effectiveness hinges on choosing the proper messaging platform, such as the media, community centers, churches, and schools to showcase your story. It is also key to obtain the buy-in of community leaders who can make your initiative a success. Latinos respond best to word of mouth from friends and respected sources. Any effective communications initiative to this group must create a relevant experience for the audience and for these influencers that are in a position to share it with many. The media and PR strategies can play an important role here. Major influences in the Hispanic community are parents, peers, role models, tastemakers and trendsetters, the media, politicians, and educational and community organizations. It's pivotal to build relationships with these entities through a proper articulation of your mission and commitment to the community. Their endorsement can be critical in building loyalty. It is business critical As more brands vie for their pocketbooks, Hispanics are constantly reassessing their brand associations and loyalties. Public affairs and social marketing present brands with a unique opportunity to differentiate themselves to an audience deeply rooted in its culture and family. This kind of initiative demands a closer look at what drives this demographic, and for the establishment of programs that advance the group's goals. If you do this, the return on investment will be there given the group's traditional brand loyalty and premium placed on the extended community. Understand them, invest in them, and they will thank you.
  • Roberto Ramos is president and CEO of Latin Vox Communications.

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