Every year, there are a few occasions that seem to offer easy opportunities to connect with Hispanics, such as Cinco de Mayo, Three Kings’ Day or Hispanic Heritage Month. Advertisers new to the Hispanic market might think they can win new customers by appearing at cultural events or doing Spanish-language promotions around these occasions.
However, without a solid Hispanic marketing plan, promotions at cultural events are unlikely to win Hispanic consumers’ long-term loyalty. A company needs to be committed to Hispanic marketing before planning a Cinco de Mayo event. Otherwise, such promotions will likely be seen as either meaningless or opportunistic.
Although there’s no magic formula for success with Hispanics, there are a few criteria by which one can assess if a company has committed itself to the Hispanic market. Companies that have met all of these criteria are much more likely to find long-term success with Hispanic customers.