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10 challenges brands have breaking into the Hispanic market.

10 challenges brands have breaking into the Hispanic market.

by | Jul 27, 2023 | Culture, Resources

Brands that want to sell their products to the Hispanic market are faced with peculiar challenges that weigh heavy on cultural disconnects. Here’s a list of those top challenges and how your organization can address them.

Hispanic market challenges and the solutions

  1. Language barriers – Hire bilingual marketing staff, translate ads and content into Spanish. Also, don’t forget that the same Spanish words have different meanings across different dialects.
  2. Cultural differences – Research Hispanic cultural values and customs, adapt messaging and positioning. Check out our other post on “Latin American celebrations to add to your marketing calendar.”
  3. Lack of media representation – Increase Hispanic representation in ads and campaigns, partner with Hispanic influencers.
  4. Difficulty connecting with younger generations – Leverage digital marketing and social media favored by younger Hispanics.
  5. Not having a tailored strategy – Develop Hispanic-specific marketing plans, don’t just translate general market efforts.
  6. Distribution challenges – Build relationships with Hispanic grocery chains and retailers frequented by the demographic.
  7. Lack of pop culture knowledge – Familiar with the July 2023 breakup of Rauwsalia or the rise of Peso Pluma that topped the Spotify charts after dear Benito, aka Bad Bunny, was seen hanging around Kendall Jenner? Didn’t think so. Immerse marketing teams in Hispanic culture, media, and communities.
  8. Budget constraints – Reallocate a portion of marketing budget specifically for Hispanic efforts. Start small and test.
  9. Measuring ROI – While this is a standard Marketing 101 practice, set specific KPIs for Hispanic marketing efforts, track engagement and conversions. A disproportionate percent of working class Hispanics have little to no use for desktops, so their main source of media consumption is via mobile.
  10. Trust and brand perceptions – Authentically engage the Hispanic community long-term, not just targeting for sales. Build grassroots connections. They can smell Hispandering faster than “caldo de pollo” in 100°F weather.

The Hispanic market, specifically the working class, has a high wall of where they spend their hard-earned dollars; often after being overworked and underpaid.

But they’re also a loyal demographic that once you earn their respect, they’ll be your brand ambassadors.

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Color symbolism in Hispanic culture, a lesson in Spanglish.

Color symbolism in Hispanic culture, a lesson in Spanglish.

by | Jun 15, 2023 | Branding, Resources

Spanglish 102

El color es un elemento clave de la cultura hispana y latina. Desde la ropa y decoración hasta el arte y la música, el color transmite simbolismo y significado profundo. Los colores vivos y brillantes reflejan la alegría de vivir, la pasión y el optimismo que caracterizan a nuestra gente.

Uno de los colores más importantes es el rojo. En español decimos “ponerse rojo” cuando alguien sonrie o siente vergüenza. El rojo también representa la pasión, el amor, la fuerza y el poder. Es el color del corazón y la sangre. En celebraciones como el Día de San Valentín y el Día de los Enamorados, el rojo domina. When I think rojo I think of ripe strawberries, roses, rubies, fire, excelencia and corazones ardientes.

El amarillo es el color de la felicidad y la energía positiva. It reminds me of el sol brillante, limones frescos, and smiley caritas. In many Latin cultures el amarillo signifies esperanza for a brighter future. Some Catholic churches use yellow vestments during fiestas to denote joy and celebration. Amarillo es el color del optimismo.

El verde has complex symbolism in Latin cultures. It can represent both life and death, growth and decay. Verde is the color of nature, plants, esmeraldas. It also evokes envy and jealousy – “green wiith envy.” However, many Hispanic cultures use verde to symbolize independence and national pride. For example, la bandera de México is verde, blanco y rojo.

El azul evokes tranquility and peace. It makes us think of clear skies and ocean waves. Azul represents harmony, stability, confidence and wisdom. In fact, the term “thinking out of the box” is translated as “pensar fuera de la caja azul” in Spanish. Azul is associated with the Virgin Mary in Latino art and culture.

El morado or purple is traditionally the color of royalty, prestige and ambition. In pre-Columbian times, purple dyes were reserved for Aztec emperors and kings. Today, morado symbolizes extravagance, exclusivity, luxury and creativity. You see it during Quinceañeras to accent the birthday girl’s elegance and sophistication as she transitions to womanhood.

El rosado or pink has feminine connotations like flowers, romance and self-care. Rosado evokes the softness and gentleness of youth and innocence. It’s a playful, flirtatious color that represents girl power. Rosado even has its own holiday – el Día de los Rosados observed on April 9th.

Puedes aprender más sobre Latin American celebrations en nuestra otra publicación.

El negro is the color of mystery and elegance. It conveys seriousness, power, and sophistication. You often see latinos and latinas dressed to the nines in black during ritzy galas and glamorous events. However, negro also symbolizes mourning and loss when worn at funerals and mythology blended with Catholic imagery (because, Satan).

El blanco represents purity, perfection, safety and cleanliness. Novias wear white wedding gowns to show their virginity and new beginnings. Doctors, dentists and chefs use white coats to portray professionalism, hygiene and competence. Blanco is holy and sacred.

El café or brown connects us to mother earth, home, comfort and natural materials like wood and leather. Café relaxes, grounds and soothes. It speaks to lo natural, organic, humble.

As you can see, color speaks volumes in Hispanic culture. It allows us to express ourselves and connect more deeply with our heritage. Whether flaunting fiery rojo or tranquil azul, every shade and hue has significance.

¡Que vivan los colores!

Latin American celebrations to add to your marketing calendar.

Latin American celebrations to add to your marketing calendar.

by | May 5, 2023 | Culture, Resources

13 Latin American Celebrations…and counting.

Latin American holidays are a vibrant and diverse array of celebrations that reflect the rich cultural heritage of Latin America and its diaspora. This list includes some of the most notable Latino holidays, but it’s important to note that different countries and communities may celebrate these holidays with varying customs and traditions.

Below is the succinct list and below it, we get into the details:

  1. Día de los Muertos – November 1st and 2nd
  2. Día de los Reyes Magos – January 6th
  3. Carnaval – Starts on the Friday before Ash Wednesday
  4. Cinco de Mayo – May 5th
  5. Noche de San Juan – June 23rd
  6. Inti Raymi – June 24th
  7. Día de la Independencia – September 15th for most of Central America
  8. Navidad – December 24th (this is a fact)
  9. Año Nuevo – December 31st
  10. Día de la Raza – October 12th
  11. Semana Santa – Starts on the week leading up to Easter
  12. La Fiesta de la Virgen de Guadalupe – December 12th
  13. Día Nacional de la Pachamama – August 1st

Día de los Muertos (Day of the Dead): Celebrated on November 1st and 2nd, this holiday honors deceased loved ones with altars, offerings, and gatherings at cemeteries. It’s widely celebrated in Mexico but also observed in other Latin American countries.

Día de los Reyes Magos (Three Kings’ Day): January 6th marks the celebration of the Three Wise Men who visited the baby Jesus. It is a significant holiday in many Latin American countries and often involves parades, gift-giving, and special foods like Rosca de Reyes.

Carnaval (Carnival): This pre-Lenten festival is celebrated with colorful parades, music, dance, and elaborate costumes. Brazil’s Carnival is world-famous, but many other Latin American countries, such as Colombia, Mexico, and Uruguay, also have their own unique celebrations.

Cinco de Mayo: Though more widely celebrated in the United States, Cinco de Mayo commemorates the Mexican army’s victory over the French at the Battle of Puebla on May 5th, 1862. It’s a day of Mexican pride and heritage.

Noche de San Juan (St. John’s Eve): Celebrated on June 23rd, the eve of St. John the Baptist’s feast day, this holiday includes bonfires, dancing, and rituals believed to bring good luck and purify the soul.

Inti Raymi: Held on June 24th in Peru, Inti Raymi is an ancient Incan festival celebrating the winter solstice and the sun god, Inti. It includes colorful ceremonies and reenactments.

Día de la Independencia (Independence Day): Each Latin American country has its own Independence Day, commemorating its liberation from Spanish colonial rule. Dates vary, with some examples being September 15th (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua) and September 16th (Mexico).

Navidad (Christmas): Christmas in Latin America is a festive and religious holiday, often beginning with celebrations on December 16th, known as Las Posadas, and culminating on December 24th and 25th with feasting, music, and religious ceremonies.

Año Nuevo (New Year): New Year’s Eve and New Year’s Day are celebrated with various traditions, including wearing specific colors for good luck and engaging in rituals like eating 12 grapes at midnight.

Día de la Raza (Day of the Race): Celebrated on October 12th, this holiday commemorates the encounter of cultures following Christopher Columbus’s arrival in the Americas.

Semana Santa (Holy Week): The week leading up to Easter is a significant religious observance with various events, processions, and activities across Latin America.

La Fiesta de la Virgen de Guadalupe: Celebrated on December 12th, this religious holiday is one of the most important in Mexico and honors the Virgin Mary, specifically her appearance to the indigenous peasant Juan Diego in 1531, who wasn’t canonized until July 31, 2002, by Pope John Paul II.

Día Nacional de la Pachamama: Celebrated on August 1st in Argentina and other Andean countries, this holiday pays homage to Pachamama, the goddess of Mother Earth, with offerings and rituals.

There are many more holidays, religious, non-official, and specific to even regions of certain countries in Latin America.

Use this list as a starting point to learn more about the origins of their celebrations and how your brand can add value to their festivities and sense of community, but not just for the sake of selling to them.

Tell us in the comments which ones you’d like to see added to the growing list.

Download this Post as a PDF

Don’t have time to read the full post now and prefer to get the highlights in an easy-to-digest pdf format you can also share internally with your colleagues?

Click to download