PR pros involved in marketing communications might want to regroup when it comes to targeting Hispanics, who, along with Asians, make up one of the fastest growing markets in
the U.S. A "Top of Mind" piece in a recent issue of Brandweek challenges organizations in general -- and banks in particular -- to give the Hispanic market a fresh look. Among the
key points in the article:
- Building loyalty in multicultural markets is a daunting task. Those who get it right will find Hispanics are great brand loyalists.
- Brands in the financial services area need to see themselves, above all else, as educators.
- When it comes to acquiring and retaining Hispanic customers, banks need to assume the role of tutor, not "digital magician."
...And Tactics
Lisa Skriloff, president of Muticultural Marketing Resources Inc., says PR execs need to work more closely with existing clients to offer suggestions on how to extend their PR
messages to ethnic groups. "They have this mistaken idea that these groups are so-called minorities," she says. "The reality is that in most urban markets and 200 counties around
the country, the combined ethnic groups make up the majority of the populations." PR execs also need to step up their recruiting and retention efforts among Hispanics and do a
better job of cultivating ethnic media outlets. "Ethnic media is just as important as mainstream media," Skriloff says, "and ethnic media has a lot of weight and credibility with
ethnic markets." Contact: Lisa Skriloff; [email protected].