Precision Targeting, Cultural Relevance and High-Value Promotions Work Together to Engage Hispanic Consumers
Marketing to a diverse Hispanic audience is becoming an important challenge for major brands across the country. According to recently published reports from the U.S. Census Bureau, more than half of the growth in the total population of the United States between 2000 and 2010 was due to the increase in the Hispanic population. In fact, in 2010 there were 50.5 million Hispanics in the U.S., accounting for 16 percent of the total population – some pretty impressive statistics that are causing marketers to rethink this important audience and how best to reach them.
This week’s Hispanic Retail 360 Summit in San Diego will no doubt highlight this new data and offer up some innovative methods to turn Hispanic prospects into customers. Front-door marketing is one such method that is growing in use based on its ability to reach precisely targeted Hispanic market segments whose country or place of origin (such as Mexico, Puerto Rico or Cuba) typically affects similarities in dialect and cultural traditions. Highly motivating incentives and promotions are characteristic to front-door campaigns and a boon to marketers – essential for reaching a value-conscious Hispanic consumer base and amplified by the word-of-mouth communication inherent to many Hispanic communities. Door hangers remain a popular choice, made today in high quality, oversized formats designed to get attention. Polybags, courier packaging and other creative approaches are also available, including scratch-offs, affixed gift cards, or even sensory options such as sound, scent, or taste.
Recent Hispanic front-door marketing campaigns have been deployed by PowerDirect for clients such as Clorox, Hillshire Farms and Fingerhut. Have you joined the ranks of culturally-savvy brands, thinking outside the box to get the attention of this growing audience? Are you embarking on front-door campaigns to offer relevance and respect for what the Hispanic audience values most? What are you doing to reach and engage the Hispanic consumer?