To truly connect with your target audience in the US Hispanic market and across the countries that make up Latin America, you need to approach your communications as a beautiful, multicultural puzzle comprising diverse pieces. “Latin American region,” just like “US Hispanic market,” is a catchall term that encompasses many people from different countries and with different cultural backgrounds. In order to effectively launch a multicultural content marketing campaign targeting the Hispanic market, you need to learn about the various pieces of that puzzle and determine where each of them will fit in your strategy.
To increase your chances of success and help your Hispanic marketing communications engage with your target audience, here are three important rules to follow:
When it comes to Latin America and the US Hispanic market, it’s important to note that beyond merely speaking Spanish (and Portuguese in the case of Brazil), different Latin American countries speak different “flavors” of Spanish, and Brazilian Portuguese is not the same as Portuguese from Portugal. The same applies to the different pockets of diverse Hispanic populations spread across the United States that form the US Hispanic market.
Different words mean different things across different countries, and in fact, many words that are perfectly acceptable in some countries are highly offensive in others. Make sure the words you use in your campaigns are “brand safe” for the country and population you are targeting. Remember: More than one multilingual marketing campaign has brought negative repercussions on its brand because of a poor choice of words or for communicating with the wrong type of local Spanish.
People from Latin America take great pride in their respective country cultures and their rich heritages. Make it a point, if possible, to call out the beauty and depth of the country’s individuality in the content you create.
For example, if you are targeting Argentina, emphasize the beauty of Buenos Aires and the passion of tango. If you’re looking to connect with Mexico, accentuate the three colors of their flag, a major source of pride, or the beauty of their beaches and uniqueness of their historic pyramids. Each country and its people have something that’s truly theirs, something that lets them stand out on their own.
By the same token, making a small mistake or generalization in how to engage them can be highly offensive and cause a backlash against your brand. (Never confuse a “quesadilla” with an “arepa,” or call an Argentinean’s “mate” drink “tea.”)
While many people in the United States are caroling and dreaming of white Christmases, Brazilians, Argentinians, Chileans and Uruguayans—pretty much the entire continent of South America—are putting on their tanning oil, swimsuits, and flip-flops.
Make sure your Hispanic marketing campaigns, especially those that are seasonal, match the reality of the weather patterns in the latitude you’re targeting. Realize that Santa Claus may rather put on some sunscreen and sip on a caipirinha than wear thermal underwear and drink hot cocoa when he stops in Rio de Janeiro and São Paulo.
Delivering your content marketing messages to the US Hispanic and Latin American markets effectively does not have to be an intimidating process. While there is more to transcreating a multicultural marketing campaign, making sure you get the country language nuances right, paying attention to the local traditions and culture, and taking the time of year and the geography you are targeting into consideration will go a long way in helping you ensure your pan-regional message comes across loud and clear.
Can you think of other “unbreakable rules” for reaching the US Hispanic and Latin American audiences? Share with us in the comments!
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