Tag: Cinco de Mayo


Posted by Editor / in CULTURE, TRENDS

What Nonprofits Must Know About Hispanics: Insights from NGL Collective

Flexibility. It’s always the dream, isn’t it? We’d all love to live in a universe with the time, money, and resources to try anything and everything for our organizations. If you’re a leader in a nonprofit, you may feel the particular squeeze of a tight budget for a crucial cause.

Digital doorway

More than we might realize, digital marketing frees up our options significantly. The possibilities are multiplying constantly. And if you have invested or considered investing in marketing to Hispanics, digital is a game changer. Here are three ways digital marketing provides flexible options for reaching Hispanics.

Perfect for penny pinching

There’s a good chance you’re already taking advantage of the first benefit: digital is cheap. Social media influencers amass huge followings on a marketing budget of zero. Savvy brands follow the same pattern, using free or nearly free platforms to connect with millions. Hispanics over-index on use of new technology, so this is the perfect spot for you to engage them. Even better, the low-to-no-entry cost lets you try multiple approaches and narrow down what works. If one social media campaign isn’t resonating with Hispanics, cut your losses – which will be minimal – and simply try again.

An endless asset

“It is about the way you utilize those digital platforms to be culturally relevant.”

We’ve established that digital platforms don’t break the bank; better yet, there’s a lot of them! However many you’re using now, there’s bound to be more. You don’t need to maintain 25 different accounts, but make sure you’ve explored your options. Have you tried capturing Hispanics’ attention with striking visuals on Instagram? Could you pull together a fascinating video series for YouTube? Twitter users might enjoy reading what current events mean for your cause – and that’s just scratching the surface. It’s easy to stick with what you know, but don’t miss out on what could be a powerful new means of connection. But keep in mind: crossing platforms doesn’t mean copying and pasting. Each has its own purpose and should be used accordingly. The sheer number of digital platforms gives you all kinds of tools to work with.

Access across acculturation

“Digital is the great equalizer for Latinos.”

The first two advantages are applicable to any market segment, but digital has special relevance for Hispanics at different levels of acculturation. With the right talent or partners, you could release Spanish language content on any of those platforms. However, if you have any experience with Hispanic marketing, you know it’s bigger than language. With digital, you have access to all kinds of Latinos, including many bilingual, bicultural millennials. If you have what it takes to engage cultural nuance, you can connect in Spanish or English. The most important thing is having a genuine understanding of your audience. Hispanics with all kinds of desires and passion points are waiting for you to speak to them.

A killer combo

If you’ve realized the importance of winning Hispanics’ hearts, you’re already ahead of the game. But don’t stop there. You have the tools to amplify your voice on a massive scale. Learn how to use them! Digital is cheap, multifaceted, and a link to Hispanics of all backgrounds and experiences. Don’t leave them hanging!

 

WATCH MORE VIDEOS OF THIS SERIES

 

JOSE VELEZ SILVA
VP of Multicultural | COMCAST

 

ISAAC MIZRAHI
Chairman | CULTURE MARKETING COUNCIL

 

MARISSA SOLIS
VP Hispanic Business | PEPSICO

 

ALBERTO LORENTE
Marketing Director |
SPRINT

 

MARIA ELENA SALINAS
Journalist

 

RICK GOMEZ
Chief Marketing Officer | TARGET

 

ALEX LOPEZ NEGRETE President | LOPEZ NEGRETE COMMUNICATIONS

 

MEGHANN ELRHOUL
Head of Agency Research | TWITTER

 

ALICIA ENCISO
Chief Marketing Officer | NESTLE

 

ALDO QUEVEDO
Creative Director | RICHARDS LERMA

 

JOHN SANDOVAL
Multicultural Manager | INTUIT

 

RICARDO AZPIAZU
Marketing Director | VERIZON

 

COURT STROUD
Consultant | THE CLEDOR GROUP

 

VANESSA STRAIN
VP of Multicultural | NIELSEN

 

JOSE VILLA
President | SENSIS

 

 

Posted by Editor / in CULTURE, TRENDS

What Nonprofits Must Know About Hispanics: Insights from Verizon

At this point, it’s no insider secret: Hispanics are shaping the future of the U.S. in a way unlike any other market segment. Every year, 1 million Hispanics turn 18. They are becoming voters, enrolling in college, and getting jobs. Their annual buying power is approaching an astounding $1.7 trillion. Nonprofits – and marketers of all kinds – have a huge opportunity to engage a demographic that’s influencing the nation.

Who’s leading the charge?

What many people don’t realize is that one particular subgroup is driving that growth. Who are these influencers of the influencers? Bicultural millennial Hispanics. When you think about it, it makes perfect sense. Even compared to other Hispanics, millennials have more cultural influence and years of buying power ahead. Through their youth and the constant exploration of new technologies, millennials have developed major market clout. But these aren’t just any millennials. Young U.S. Hispanics occupy a unique space between their parents’ heritages and the culture of the country around them. How can nonprofits tap into this core growth group? Ricardo Aspiazu, Director of Brand Marketing at Verizon, describes three key strategies for reaching them.

Consider the uniqueness of your target

First, marketers must give bicultural millennial Hispanics what they’re looking for. The products and services they want aren’t synonymous with those of other Hispanics or millennials. Fortunately, nonprofits already have a head start: Hispanics, including bicultural millennials, deeply value community and social causes. Still, listening is required to understand and engage with cultural nuance. Investing in this group’s dreams and thought processes will pay off when your nonprofit makes a genuine connection.

Reflect their world

Second, build a relationship with them by conveying messages and situations that reflect the world they live in. You can make your call to action stronger by making a personal connection with your audience’s daily lives. Again, this takes real understanding of cultural nuance. Ricardo gave an example from one of Verizon’s campaigns. In a series of video spots, short scenes played out the difficulty of life without Verizon. The process of comparing network providers is especially familiar to millennials. The campaign succeeded by tapping into the audience’s personal experiences; for bicultural millennials, this instance spoke to the millennial side of their identity. Marketers could also portray moments that illustrate the bicultural aspect. The key is to understand the little things your audience encounters on a daily basis, and recreate them in relation to your cause.

Don’t confine your content to one language

“It is less about language and more about culture.”

Third, give bicultural millennial Hispanics the choice to connect with your nonprofit in English or Spanish. According to a recent Nielsen report, 72 percent of Hispanics speak Spanish at home. Yet bicultural millennials (and most Hispanics) are increasingly engaged with the English-speaking culture around them. Ricardo attests that young Hispanics want options when they interact with an organization. Having the choice of which language to use lets them feel like they can have a real part in your cause.

Listen to people with broad experience

“Tapping into a group of diverse people yields great reward.”

Besides Ricardo’s three pillars of engaging young Hispanics, he had one more piece of advice: get help from a diverse agency. The greater the variety of backgrounds in an agency, the more likely they can meet your organization’s specific needs. Naturally, someone who grew up in a Hispanic family has a unique inside scoop. That experience matters when you want to understand the way Hispanics think and act. If you see the need in your organization for these kinds of insights, the Kerux Group is ready to help. Our team is made up of professionals with a wealth of experience in secular and faith-based settings. Most of our members also draw from their own Hispanic upbringings. Our range of backgrounds informs the way we approach your nonprofit. We would love to help you engage an untapped audience.

WATCH MORE VIDEOS OF THIS SERIES

 

JOSE VELEZ SILVA
VP of Multicultural | COMCAST

 

ISAAC MIZRAHI
Chairman | CULTURE MARKETING COUNCIL

 

MARISSA SOLIS
VP Hispanic Business | PEPSICO

 

ALBERTO LORENTE
Marketing Director |
SPRINT

 

MARIA ELENA SALINAS
Journalist

 

RICK GOMEZ
Chief Marketing Officer | TARGET

 

ALEX LOPEZ NEGRETE
President | LOPEZ NEGRETE COMMUNICATIONS

 

MEGHANN ELRHOUL
Head of Agency Research | TWITTER

 

ALICIA ENCISO
Chief Marketing Officer | NESTLE

 

ALDO QUEVEDO
Creative Director | RICHARDS LERMA

 

JOHN SANDOVAL
Multicultural Manager | INTUIT

 

DAVID CHITEL
CEO | NGL COLLECTIVE

 

COURT STROUD
Consultant | THE CLEDOR GROUP

 

VANESSA STRAIN
VP of Multicultural | NIELSEN

 

JOSE VILLA
President | SENSIS

 

 

Posted by Editor / in CULTURE

Five Church Outreach Ideas for Cinco de Mayo

Mexican celebration could be a great opportunity to draw the attention of Hispanics to the Gospel.

Today, Cinco de Mayo marks a celebration of Mexican culture, folklore, cuisine, and music, particularly in areas with large Mexican-American populations.

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