Most marketers are paying attention to multicultural audiences and, in particular, U.S. Hispanics. No wonder: with 131 Hispanic babies born every hour into a population that represents $1.2 trillion in purchasing power, Hispanics are an important consumer group for companies to reach.
Companies are being urged to incorporate a “total market approach” meaning they should consider a cross-cultural approach to marketing – one that taps into universal truths, rather than specific ethnic groups. In theory, if this approach is deployed correctly, it allows organizations to influence and reach all consumers – not just one segment of the population. However, what many do not realize is that even if your company employs a total market approach, your strategy can fall apart once it’s turned over to PR.
If you are utilizing a total market approach, your PR strategies must be aligned. Here are tips to ensure you’re covering all bases:
- Understand the audience: The majority of Hispanics, specifically millennial Hispanics, consider themselves “ambicultural” – meaning they feel 100% Latino and 100% American and are easily able to switch from one culture to another. This cultural duality creates an appetite for all things Hispanic. Total market PR campaigns and communications should be culturally relevant and reflective of this Latino-American life. A reminder to stay devoid of stereotypes and sensitivities by doing research beforehand.
- Get your PR teams talking: If you represent a large organization or brand, you most likely have two PR agencies or teams – one exclusively handling your multicultural outreach that works within its own silo. If you are managing multiple PR agencies, make sure teams are coordinated and utilize a cross-cultural strategy. Total market PR campaigns that share a common cultural thread – a Hispanic spokesperson or a nod to a Hispanic passion point (e.g., multi-generational families, Latin-inspired music or food) can prove to be more effective with all audiences – not just Hispanics.
- Reach your audience where it consumes content: The media industry now includes more than 100 networks dedicated to Hispanic programming – with hundreds upon hundreds of print, radio and online media outlets targeted to this audience. Don’t exclude media outlets that may only target Spanish-speaking Hispanics or similarly, English-speaking consumers, in general. A lot of Hispanics consume content in both languages so it’s likely to have more of an impact if you get your message in both.
It’s also important to know that Hispanics watch 62 percent more digital video than non-Hispanics – about six hours of video per month on their mobile phones according to Nielsen. And according to eMarketer, 72 percent of Hispanic Internet users will use social networking in 2014 vs. 68 percent of the total population. For these ultra-engaged Hispanics, digital and social media offer an immediate way to start a fruitful dialogue.
Successful PR lasts beyond a campaign or project. Similarly, total market PR initiatives should be consistent and continuous with audiences. Look beyond short-term ROI and consider engaging Hispanics with long-term communications. Known for their considerable loyalty to brands, this will prove worthwhile in the end.
When it comes to reaching a mass audience, TV is the undisputed king of all media (sorry, Howard Stern). Or is it? In this column, originally published in Adweek, Radha Subramanyam of Clear Channel Media and Entertainment demonstrates how radio delivers not only reach, but receptivity and the sense of community consumers want. Read on for insights on how marketers can create Super Bowl-style results with the original social medium:
How Advertisers Can Stoke Super Bowl Buzz Year Round
Look to radio for reach, receptivity and community By Radha Subramanyam
Football fans around the country geared up for weeks before last Sunday’s Super Bowl between the Baltimore Ravens and the San Francisco 49ers and their opposing coaches—brothers Jim and John Harbaugh, who took sibling rivalry to new heights.
The big game did not disappoint.
From the power outage to the 49ers mounting an almost-comeback to that electric Beyoncé performance—there was no shortage of drama. And the commercials were no exception.
For marketers, advertising during the Super Bowl is a once-a-year moment of unprecedented reach and consumer attention. Never does advertising have a more captive audience. But most brands can’t afford the $3.8 million it takes to buy just a 30-second spot. What’s more, everyday TV buys don’t come close to generating the awareness of a Super Bowl spot—and in fact, can be a fumble for brands.
The magic of the Super Bowl ad spectacle is that rare alchemy of reach, receptivity and community. Don’t underestimate the power of community; at a time when we are more plugged in than ever through email, Twitter and Facebook, what many of us actually yearn for is to feel really connected. That’s the feeling we get when we’re sitting around the living room with family and friends, engaged in a common experience—like the Super Bowl. But if you want to achieve Super Bowl-sized results all year, radio is the only medium that delivers a Super Bowl kind of reach, receptivity and community year round.
To read the full column, click here.
As the advertising world continues to collide with the digital age, issues of consumer privacy and truthfulness in marketing are at the forefront of everyone’s minds. These were the topics addressed in an Advertising Week event Thursday evening hosted by MediaCom, Davis & Gilbert LLP, and Idevoita at the Liberty Theater in New York.
Following an introduction by MediaCom U.S. CEO Sasha Savic, Jonathan Salem Baskin – who co-authored the newly-published Tell The Truth with MediaCom’s own Sue Unerman – shared his views on the relationship between transparency, purchaser data, and the emergence of “brand truth” as a basis for effective customer relationships. He discussed why it is so important for brands to be honest and forthcoming with consumers, especially in today’s world where brands don’t only talk TO consumers, but also WITH them via social channels. The consumer has more power now than ever before, and advertisers can use this as an asset when they correctly – and honestly – engage with the buying public.
Also part of the presentation was a conversation between Ronald Urbach, Chairman of the law firm Davis & Gilbert, and FTC Commissioner Julie Brill. They addressed a wide range of topics critical to the advertising industry, from privacy to data collection and security, citing specific examples and particular responsibilities of the government agency.
The packed theater was addressed by the real life Frank Abagnale, who was famously portrayed by Leonardo DiCaprio in the big screen classic “Catch Me If You Can.” Abignale told his life story from teenage runaway turned identity thief to convicted criminal and FBI informant and academy instructor.
Following the event was a cocktail reception at Lucille’s (inside B.B. King’s Blues Club) sponsored by MediaCom and Evidon.
What do you think are the biggest issues regarding privacy and advertising? What brands do you think “tell the truth” the best? Or the worst? Share your thoughts below.
This is the first in a series titled “DGC Rewind”, pioneered and written by our summer intern, Julia Tomasek.
Before finding our niches in the whirlwind world of PR, many of us here at DGC have experienced an array of previous jobs that were interesting, unexpected, and even humorous, helping to enrich our already effervescent office environment.
By digging into the past employment of my fellow coworkers, I aim to showcase the diverse pool of characters we have working here at DiGennaro Communications. The “DGC Rewind” blog series will introduce readers to the multi-faceted experiences of my coworkers that shaped the unique, hard-working individuals they are today.
DGC founder Sam DiGennaro (aka Sammy D) used to spend her college summers supervising rowdy kids as well as manning a mini-bus to transport them to and from “the world’s best day camp.” A favorite among campers and counselors alike, Sam had patience and bottomless energy, two traits that won her the “Counselor of the Year” title at the camp.
Sam’s “celebrity” status at the camp even landed her a spot in their national commercial, where she was shown directing her troops into the mini-bus she drove, transporting them to a typical fun-filled day at camp. (See video at 0:09).
DGC’s President, Howard Schacter, also has a noteworthy occupational past. In the mid-90’s, Howard’s sports-marketing/PR job sent him on a month-long journey to the Maui Invitational NCAA Basketball Tournament–all expenses paid. It was an ideal trip for the self-proclaimed basketball junkie, providing Howard the opportunity to meet some of his favorite players and coaches like Dean Smith and Bob Knight.
Above, DGC’s Howard Schacter presides over a press conference with University of North Carolina’s Coach Dean Smith and guard Jeff MacInnis at the 1995 NCAA Maui Invitational.
However, the saying “work hard, play hard” definitely resonates here, as Howard and his colleagues were responsible for transforming Chaminade University’s small-scale recreation center into a major venue to facilitate media coverage and relations for the 75 press who attended the event. Howard’s experience with this sports-marketing firm is reflective of DGC’s brand message that working hard does not necessarily have to be painful. It can be fun, too.
As astonishing as some of them are, it’s legitimate to ask just how much society and the industry have evolved, especially when you consider that the percentage of women comprising the advertising workforce has remained flat—holding at 55 percent since 1982, the earliest available data from the 4A’s.
Belvedere vodka recently ran an online ad that was suggestive of an attempted rape. A steakhouse in Georgia thought it was funny to post on Facebook the name of one of its sandwiches—the Caribbean black and bleu–in honor of Chris Brown and singer Rihanna. And who could forget last year’s Chapstick ad?
In all three instances, the ads went viral, not because people thought them clever, but because consumers wanted to express anger and disgust at words and images that were demeaning or made light of violence against women.
Even though the companies apologized for the ads, it’s tempting to lament that societal attitudes about these issues haven’t changed much. However, the speed with which consumers can and do shame brands on social media regarding questionable messages gives us reason to hope.