Hitting the Mark With US Hispanic Event Marketing.

One of the biggest trends in US Hispanic marketing is the increased implementation of below-the-line marketing initiatives, especially Event Marketing.

Since the release of the 2000 Census report, highlighting the exponential growth of the U.S. Hispanic market, companies have been re-evaluating their marketing strategy as they try to capture their share of this loyal consumer market.

The key to successful event participation in the Hispanic community is to have a specific tangible objective with measurable results. Time and time again I see companies treating events as mass sampling events or form of advertising. Many companies set up booths at major Hispanic events, with minimal branded presence. Events are not about advertising, and although events offer ideal opportunities for mass sampling, they are not about that either.

Events in the Hispanic market are about connecting your brand to the individual attendees and community as a whole; they are about letting the community know that you exist. It’s an opportunity to court your target and let them get to know you, teach them what your brand is about and how it can help them.

There are hundreds of Hispanic events happening throughout the country each year. Companies cannot participate in all of them, which ones should you attend?

Here are some questions to ask as you decide which events make sense:

1. What is the event about? What does it stand for, and who will attend?
2. Do my brand attributes fit in some way with this event?
3. Is my brand persona in concert with the activities, artists or other aspects of the event?
4. Can my brand engage the attendees in a way that will be meaningful and memorable?
5. Does my budget allow for high visibility or can I achieve enough visibility for my brand on a limited budget?
6. How many of the participants fall within my brands target group?
7. What do we want to accomplish by participating in this event?
8. How exactly will we participate (engage our target) at the event? What is our strategy?
9. How will success be measured?

These tactics can make a difference between a hit or a miss at Hispanic events:

1. Tie-in a strong local retailer to your participation. This will tell your potential customers where they can find your product and offer a value added opportunity to your customer

2. Print a simple list of nearby location where consumers can find your product or service and distribute at the event

3. Choose useful branded giveaways that can be used by the event attendees during everyday and family activities this will keep your brands top of mind with your target

4. Negotiate additional space in other areas of the event for inflatables, banners, posters, etc. to improve branding and guide event goers to your booth

5. Offer children’s activities at your booth. While kids play, you can engage the parents

6. Use prize wheels or other methods of awarding prizes. The concept of “Loteria” (lottery) is common and considered fun in all Latin American countries

7. Keep it simple. Avoid elaborate or abstract presentations that require too much thinking on the part of the consumer. These events are about fun and relaxation. You want your target to remember your brand as being an integral part of the great time they had at the event, not about giving them a headache

8. Use raffles as a way to develop a prospect / consumer database or to obtain basic research

9. Create a proprietary mini event within the main event. I.e. a salsa dance contest, battle of the bands, Karaoke, etc.

Event participation is cost effect way to engage the Hispanic consumer on a more personal level. If utilized correctly it can also be a powerful marketing tool.

By Gus Ferreira –Managing Partner
Emerging Majorities Marketing, Inc.