Today’s businesses invest a significant amount of time and money toward capturing the attention of targeted demographic groups of Americans, particularly Latinos. According to Deliver Magazine’s Multicultural Marketing Roundtable, the purchasing power of America’s 10.4 million Latino households exceeds $1 trillion. Businesses are aware of the spending power of Latinos, and though their efforts to market to this demographic are rooted in finance, when done right, targeted marketing can have a broader reach. Localized marketing to a diverse audience is also a way to show support and thanks to the communities in which a businesses operates.
According to Forbes, Latinos are more likely to turn away from brands that are only interested in selling to them, rather than empowering their cultural relevancy. Latinos represent a new type of consumer who is less likely to set aside their cultural identity when other subgroups may move toward the mainstream. “Brands need to find new ways to engage with Hispanics,” says Monica Gil, Senior Vice President of Public Affairs and Government Relations at Nielsen media research. “It’s time for companies to understand the behaviors that drive Latinos to connect emotionally with their brands. Until they do, they are leaving revenue and market growth opportunities on the table.”
Chicago-based Cardenas Marketing Network creates brand experiences that resonate with Latino audiences. CMN produces over 700 live events each year nationwide including concerts, grassroots campaigns, soccer matches and mobile marketing tours. They specialize in localized marketing by designing interactive campaigns take a brand’s marketing messaging directly to Latino consumers. Instead of relying on static advertising, CMN encourages the target audience to engage with the brand in a meaningful way, building trust and loyalty.
Marketing to a diverse audience doesn’t just mean showing a photograph of the target audience and using the same marketing message from the “mainstream” campaign. Using targeted language and cultural references is imperative to reaching a diverse audience. Likewise, photography should be authentic. Businesses are wise to avoid obvious stock photography. How can your target audience trust you if it seems like you don’t know them?
The bottom line is that by creating localized, meaningful connections with members of the target audience they are trying to reach, businesses can lead successful multicultural and cross-cultural marketing campaigns. Language is a major part of brand awareness and marketing. Multilingual Connections provides culture-focused and culturally-relevant document translation for marketing needs across a variety of industries. Contact us for a free quote on your marketing translation project.