How to Connect With Hispanic Audience This Holiday Season

While many brands have begun to realign their marketing strategies to be more inclusive and representative, they still struggle to cater to the multicultural market during certain seasons.
The holidays seem to be one of them.

While the shopping habits and preferences of the white population are largely known, it's tricky to figure out how to connect with Hispanic shoppers during this festive season.
If you're struggling to devise a multicultural marketing and advertising strategy for Christmas, your best bet is getting in touch with an experienced and reputable agency that will gear you with winning insight on how to connect with minorities in an effective and efficient way.
In the meantime, here are five ways you can understand Hispanic holiday shoppers better and get some inspiration on how to get going.

1. Add a Touch of Hispanic Culture

While this may seem like a no-brainer, brands have a tendency of getting it wrong. If you're not personally aware of Hispanic culture, don't try to learn it through a quick Wikipedia session. It's bound to backfire and land you in a mix between cultural insensitivity and appropriation.
Connect with Hispanic individuals who truly know the culture. You could also get in touch with professionals who offer expert Hispanic marketing strategies like GoDiversity.
Once you've developed an understanding of Hispanic culture, incorporate it into Christmas-themed campaigns. The U.S. Hispanic population comprises tight-knit communities that value traditions, rituals and connectivity through family bonding.
When done right, your marketing efforts will leave a lasting impact that will ultimately prove to be extremely fruitful for your brand growth and identity.
Target's efforts to produce more Hispanic-friendly content during Christmas season are a great example of adding a touch of Hispanic culture to the holidays.

2. Incorporate Hispanic Holidays into the Christmas Spirit

While it's predominantly Christmas-time, incorporating Hispanic holidays and traditions that fall around the same time is a great way to connect with your Hispanic audience.
From Our Lady of Guadalupe, Las Posadas and Nochebuena to Three King's Day, try to include references that will strike a chord with the Hispanic community.
Be careful to not go overboard as a large majority of the Hispanic population in the U.S. comprises millennials, who aren't as familiar with the nitty gritty of their traditions and holidays as the previous generations.
Keep things light enough to be understood and appreciated by all!

3. Go the Extra Mile by Using Spanglish

Spanglish, a hybrid for Spanish and English, is a big yes when it comes to holiday-themed marketing and advertising. Consult professionals so you're aware of the correct usage and context to avoid insensitivity or appropriation.

Using commonly-understood yet still culturally heartwarming Spanish words and phrases will win over a large majority of your Hispanic audience.

4. Hispanic Pop Culture for the Win

Studies indicate that Hispanic millennials are the biggest racial or ethnic group in the United States.
It's important to produce and tailor holiday-themed content that will not only attract but also retain their attention. The best way of doing so is using references to pop culture, including TV shows, movies, books and music. Keep up with trends among Hispanic millennials on social media platforms, including Instagram, Twitter, Facebook and YouTube.
Playing trendy Spanglish music in your Christmas-themed marketing or advertising campaigns such as Despacito, Con Altura and Taki Taki are great ways to connect with the younger Hispanic audience.

5. Avoid Offensive Stereotypes!

Don't get too caught up in making the holidays Hispanic-friendly that you forget to be culturally, racially and ethnically informed and sensitive.
Going at full force without pausing and thinking about whether your ideas and strategies sit well with your intended Hispanic audience could end up causing a lot of damage. While you may want to take care of everything yourself, it's best to consult someone who knows the culture and can help you avoid slurs and offensive stereotypes.
For expert advice on how to do things right this Christmas, consult GoDiversity. They're an experienced and reliable multicultural marketing and advertising company who will be able to guide you in the right direction just in time for the holidays.
Call them at (917) 7976189 to get things started.

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