hispanic digital marketing for nonprofits
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U.S. Hispanic Digital Marketing for NonprofitOrganizations
October 13, 2016
Is your organization currently reaching out to the Hispanic community?
Carlos M. SalinasCEO, Spanish MediaSpanishMedia.com
Your Presenter:
What do you know about the US Hispanic Market?
Entire industries are looking to the Hispanic market for growth and
survival!
Values and Priorities:
● Emphasis on family
● Loyalty● Religion
What’s the best way to engage with the U.S. Hispanic market?
Best Practices: 3 Questions
1. Who?2. What?3. How?
Who is the story coming from?
● The narrator must be believable – authenticity is everything
● Establish credibility and trustworthiness when building initial connection to Spanish-speaking community
Halloween vs. Día de los Muertos
Bimbo
What is the content?
Subject matter should connect with specific target audience:
1. Emotionally2. With their experience3. With their priorities in
mind
Example: “Got Milk?” campaign
Spanish “Got Milk?” Campaign
● Changed to focus on culture + family
● “Familia, amor, y leche”
Great example: Allstate’s “Mala Suerte” campaign
How is the audience engaged?
● Which platform?● Nuanced language -
what level of formality, regional dialect, etc.
The Digital Opportunity
“ U.S. Hispanics are ahead of the curve when it comes to digital [...] But despite the facts, these consumers are vastly underserved, and the opportunities to reach them through digital remain largely untapped.”
- Googlehttps://www.thinkwithgoogle.com/articles/us-hispanic-market-
digital.html
Hispanic Media Ad Spend
Source: AdAge Hispanic Fact Pack 2015
Mobile First
Tips● Assemble the right team● Focus on culture● Target the right market segment● Trying doesn’t count!● Embrace digital● Measure and pivot● Be consistent
Resources● Google Alerts● U.S. Census Bureau Website: census.gov● Pew Research Center: pewresearch.org● Nielsen: nielsen.com● AdAge: adage.com
ChallengeIf you’re already reaching out to the Hispanic market:
Reflect on your current efforts in light of webinar; look for areas of improvement and further authentic engagement
If you haven’t yet reached out to the Hispanic market:
Evaluate your digital presence and pick one place to make a change (even making key info on website available in Spanish)
Thank you!
csalinas@spanishmedia.comspanishmedia.com
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