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Value Vs.
Vehicle: More Than ‘Spanish-Language’ Vehicles |
Age, gender, language, origin,
generation, location…. Confused yet?
The Hispanic audience paints a very complicated scenario. Yes,
these details are all important. However, there is more to
understanding today’s Hispanic than meets the eye, and there’s
more to brand engagement than demographics. And no, it’s not
simply the venue or good copy.
Marketers wishing to engage the ever-growing Hispanic market need
a deep understanding of Hispanic values, more so than the channels
to reach them. Marketers already know how to reach the audience.
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Marketing and communications messages need to
support inherent Hispanic values!
This was a key finding in the Brand Keys annual Customer
Loyalty Engagement Index, which assessed brand and
purchasing values of 6,700 Hispanic customers, ages 21-59.
Hispanics are more likely to purchase brands that resonate
with values that make them feel valued as customers. Brands
that better understand them, and use value-based vehicles to
reach them, will benefit from the endeavor.
Indeed, values need to be addressed in different order,
depending on the product or service category. Consumer needs
and expectations change from category to category. After all,
consumers don’t buy televisions the same way they buy
cereal! Allstate reinforces its proposition to Hispanics
through “trust,” “home,” “service,” and “value.” Nestlé
engages Hispanics through “taste,” “variety,” “health,” “trust,”
and “reputation” values. The venue isn’t as important as the
message!
A good example of a venue that does resonate with Nestlé’s
values is the children’s show, “Dora the Explorer.” “Dora”
hits the nail on the head by reinforcing brand values such
as trust, variety, and reputation - all highly regarded
Hispanic ideals.
However, it should be noted that such values are not
exclusive to the Hispanic population. The difference lies in
the level of expectation held for each loyalty and
engagement driver by Hispanics versus other segments and the
general population. For example, the Brand Keys survey
indicated that Hispanics are more loyal to a brand they
“trust” than is the overall U.S. population. Brands can take
advantage of values held by media properties and use it to
reinforce brand value propositions.
Yes, you need to be able to reach them just as you would any
other consumer segment, but that means going beyond Hispanic
TV and magazines and seeking out vehicles that can help to
reinforce the values that can make the difference between
them buying your brand or a competitor’s.
The survey identified a number of key values that need to be
factored into the decision process:
* Hispanics turn out to be 21% more loyal to brands that
have a real “sense of family” about them.
* While 2% are less likely to actually be brand loyal,
Hispanics are, in fact, 7% more brand conscious than non-Hispanics.
* And Hispanics are 9% more likely to regard the shopping
experience as a social experience.
Depending on the kind of marketing vehicle selected, the
vehicle itself could contribute as much as 10% more to
creating the loyalty bond between the Hispanic consumer and
brand, and could provide negative effects that degrade the
brand-to-consumer bond by as much as -18%. Just being
available and in Spanish doesn’t cut it.
The reality in dealing with this consumer segment is that
they don’t just see it, like it, and buy it. They don’t just
want to be “reached,” they want to be “touched.” To do that,
marketers need to understand the consumer values first, and
the vehicle attributes afterwards. |
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