So, you want to market to Hispanics . . . politically speaking? Of course some of these methods will work in other marketing avenues but as a Politico, I want to remain in that realm for now.
The first step is to break down your target audience into a feasible and practical group. The biggest mistake that many Ad agencies and Americans as a whole who have no relations with their market is that they jumble them as a whole. Think of it this way . . . are all Anglo Americans the same? Do they share the same beliefs or values? How about Americans of African descent? Do they all share the same cultural references and traditions? The answer is NO! Why would Hispanics be any different then?
Once you break your target audience into a reasonable group, you have to understand how they operate in society. Hispanics adverts do not transcend the number nationalities that make up Hispanics unless the ad illustrates a common goal for the entire group. For example, an ad promoting English-Speaking Classes is not restrained from traditional norms as one promoting a music album.
In the political world it becomes tricky. Many politicians make the mistake to assume that all Hispanics care about Immigration reform as their number one priority. Do not get me wrong . . . it is an important topic to Hispanics but it marginalizes the group. It uses the incorrect approach I have stated that does not work. Second generation Hispanic Americans do not prioritize these issues as much as first generation. So, what is a political campaign to do?
Easy! Break it down. Political campaigns have to embrace Hispanics . . . not just lump them together and assume they all want the same things. A candidate that realizes this, will make the most of targeting and benefiting from their vote. Hispanics political issues and priorities are as diverse as those of Anglos. Thus, it is the objective of the campaign to figure out how to gain their trust.
Hispanics as a whole are a more cynical constituency then traditional Americans. They come from corrupt countries where the government always seems to fail on its promises. They are more keen to the lies of politicians and can smell one from a mile away. These folks do not adhere to political promises and are discerning of its government’s role on issues.
This changes the way one would want to deliver a message. One thing one must understand though . . . once rapport has been built . . . Hispanics will be a loyal group to that Party or Candidate. Once this type of relationship has been established, it can be easy cruising for a candidate.
Another effective way to communicate to Hispanics is through their children. If their children are of voting age, one only needs to target them. First generation Hispanics but Hispanics as a whole trust their families perceptions/opinions on any product. If a Family member claims that X is bad then they all believe X is bad because they trust each other. This works the other way around as well. If X is good then they all believe X is good. This subgroups children have a little of both groups. Thus, when they decide that X is the way to go . . . the parents are not far behind because they have a relationship where they trust each other on such topics.
This list could go on and I have only briefly touched on one group. Hispanics come in different makes, sizes and shapes. Once you understand that a famous Mexican personality does not have rapport with Cubans or that Issues of Evangilical Hispanics are not the same of First Generation College Bound Americans- then one can create an effective marketing/political campaign. Remember not all Hispanics speak Spanish but all native Spanish speakers are Hispanic. I have the luxury of understanding the insight of both groups. As a fluent English/Spanish speaker, I understand what it takes to build rapport among the community. I understand how to rally Hispanics behind one common goal. More important though . . . I understand that they are all different people with different goals in mind. It is my job to figure out what their common bond is and show them that it is for that reason that they should unite.
