Connecting with the Hispanic Consumer: Community Relations and Cause Related Marketing

We are all by now fully aware of the emerging Hispanic and multicultural market. It seems as though everywhere we look we are seeing statistics on how the Hispanic population continues to rise; we also know that as marketers, we cannot ignore this booming segment. The question then becomes how can you reach them and create that all important brand loyalty? The Yankelovich MONITOR Multicultural Study conducted in 2010 discovered that roughly one-third of Hispanic and African American consumers are more likely to choose brands and companies that support the causes they believe in and the communities where they live. According to Jim Legg, executive vice president of leadership and innovation at The San Jose Group, “It is important to play a significant role and have a positive and engaging impact within the community in order to have any chance of winning over the multicultural market, and to make them loyal to your brand.” The study also showed that an overwhelming 79% of Hispanic respondents agreed with the statement, “companies that make sincere efforts to be part of the Hispanic/African-American community deserve my loyalty.” While cause related marketing and community relations are not new topics, many Hispanics feel as though they are seen as an afterthought for their demographic. The same 2010 research indicated that 62% of Hispanics agreed that there is an extremely small amount of brands and companies that truly care about the condition of their communities. Marketers must be aware of these perceptions if they are to have any chance of capturing a significant portion of the Hispanic and multicultural markets. While the majority of the Hispanic population does not believe that there are many brands in the marketplace that are making a conscious effort to play a role in bettering their community, there have been many success stories where companies have won over consumers through cause related marketing and community outreach. For example, Coors sponsored the tour of the Mexican pop band, Maná.  The beer-brand also donated $125,000 towards college...

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