Hispanic Heritage Month may be over, but our SVP and Head of Consulting at The Sasha Group, Maribel Lara, wants to leave marketers with her advice for engaging LatinX communities through their campaigns. ✨ 📸 She joined Inc.com in a conversation to remind marketers to be relevant in how they engage and care about their diverse audiences.
Check out the full article through the link in the comments! 👇
#hispanicheritagemonth#dei#diversity
I've recently had the opportunity to speak with ink.com about the dos and don'ts that marketers should lookout for when marketing to the Latino Latina Latinx community. My name is Maribel Lara, I'm a senior vice president at the Sasha Group based in New York City. As Hispanic Heritage Month comes to a close, I wanted to share some advice with you. If you're only representing 1 Latina Latinx or Hispanic experience within the walls of your organization or on your team, you're going to miss the boat on some things. We're an incredibly richly diverse community. As our most communities, their variety of experiences within that. So if you're going to commit to trying to make a connection through your marketing with that community represented a variety of those experiences on your team. Which leads to the last piece of advice, which is we're very observant, very aware of brands who are only speaking to us during Hispanic Heritage Month. If you really as a brand want to be relevant in your marketing to Latina, Latinx and Hispanic people, then you should be having a conversation with us and caring about us. All the time, which is why that representation on your team that's constantly working on your marketing is an important must have.
The callout about thoughful use of Spanish is so on point. Campaigns targeting the Latino market should go beyond translating slogans or key campaign messages but speaking to people in authentic ways. In fact, the best performing Hispanic campaign I ever ran used Spanglish in a playful way that really resonated with people and made sense for the brand.
Right ON! The Latin community is not once a year focus group.. they are are an extremely diverse and very clever community that make an impact all year round and beyond.
Senior Media Director at VaynerMedia
4moThe callout about thoughful use of Spanish is so on point. Campaigns targeting the Latino market should go beyond translating slogans or key campaign messages but speaking to people in authentic ways. In fact, the best performing Hispanic campaign I ever ran used Spanglish in a playful way that really resonated with people and made sense for the brand.