Reaching Young Hispanics
Deena Montoya-Crawley of McKee Wallwork Cleveland has written, in Ad Age, a concise primer for anyone wishing to reach young Hispanics, and her advice is simple: do your research. Specifically, she advises advertisers to target the whole person rather than some amorphous idea of what constitutes “Hispanics”. Interestingly, she also draws an analogy with a successful boomer, Anastasia Goodstein, who works on targeting young, “Generation Y” consumers. The bottom line? You don’t have to be a member of the group you’re looking to market to. You just have to do your homework about who they are and what they want.
Montoya-Crawley also describes a successful case study, when Toyota sought to market its Yaris line of cars to young U.S. Hispanics. They sent out a team of researchers to the homes of young Hispanics, who were interviewed on a range of subjects, except cars. The Toyota representatives then took away two key factors from their interviews: the young people they spoke to wanted to “break free from typecasts and…weren’t interested in following a traditional path. This insight led to a campaign called “Mundo Yaris,” which recognized the group as trendsetters.” Yaris is now the most recognized sub-compact vehicle among Hispanics.
So marketers take note: campaigns featuring margaritas, soccer, pinatas or palm trees- basically, anything found on a cursory Google search for “stuff Latinos like”, will most likely not resonate. Look into targeting the whole person, their wants and needs, and you’ll have more success. And respeto.
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