Latino marketing, sales, forecasting and growth are just part of developing a successful business based on cultural awareness. Diversity in the workplace is vital to any healthy company and includes actively recruiting and keeping a variety of workers and employees. Same as a financial portfolio, diversity is paramount for a healthy, well-rounded business.
From Latino marketing to community outreach, business owners and managers must encourage diversity within teams, client bases and customer bases. Prioritizing at least one of these demographics, if not all three, is vital to a balanced company. As a result, experts offering consulting service and business advice repeatedly urge diversity as a company’s foundation.
Pacific Northwest Latino Marketing Strategies
Lara Media helps fellow businesses in the Pacific Northwest (PNW) to increase outreach to Latino communities via culturally-based Latino marketing strategies. Every year in the PNW, the Latino population increases. In fact, Latinos make up one of the fastest growing minority groups both in the PNW and the country. Latino buying power made up $1.2 trillion in sales in the past two years—bigger than almost all of the total economies in the world (save for thirteen countries). Clearly, marketing needs to focus on connecting with Latino consumers and workers, but many businesses aren’t sure of how to start or the best approaches.
As a result, companies who aren’t targeting Latino markets via marketing campaigns are bypassing a majority of customers. Culturally responsive approaches are a must. Such as other demographics, specific communication strategies are required. Latino marketing messages have to be customized and tailored for intended audiences.
Many diverse communities, including Latinos, respond well to storytelling and shared experiences. Stories put a face and person to a business, helping to craft a brand and reputation that’s personal and can translate into a purchase. While stories might be important to all communities, it’s what’s in the story that will determine its success.
Options for Maximizing Diversity
There are many approaches that have potential to maximize results while minimizing risks. Market research studies can drastically improve a Latino marketing campaign. Today, “big data” is a big deal. Collecting, analyzing and utilizing data that studies specific Latino behaviors in various markets can be a massive undertaking, but research companies are readily available to manage the entire study. The right data can help ensure that a Latino marketing message is culturally responsive and resonates with audiences.
Appreciating diversity is a predictor of business success. Diversity is at the heart of initiating alliances with various cultural groups, building stronger marketing campaigns, and revealing new opportunities.
With every cultural group, there are rich values, strengths, histories and visions. Appreciating these differences is a major pillar for business success.