The underling truth about marketing is that to be successful you need to create a one-to-one relationship with your target consumer. Yet when it comes to Latin Millennials you have additional layers in the considerations that must be addressed. It is additionally important to superserve the individuality, the language and the culture of Latin Millennials. If you don't, you will fail.
First, marketers need to understand that when marketing to Latin Millennials, one size doesn't fit all. A general market plan targeting Millennials will not infiltrate Latin Millennials without a relevant meaning. To many companies take their general market plans, commercials, ads and just change the language. That's not enough! Latin Millennials are aware of pop culture, they are aware of current events but what drives other ethnicities will not resonate with Latin's. You need to understand what makes them tick, what is important to them and build a relationship with them. They need to care about your brand, so show them you took the time to care about them. This may in fact mean separate creative, media buys, etc. but in the end it will be worth it. Brands that create custom messages and content will win every time.
Second, because of the language differentiation Latin Millennials need several marketing plans based on what generation of Spanish they are. One plan should be customized for first generation Spanish language Millennials and the other for second generation Spanish language Millennials. First generation Spanish speakers are comfortable being talked to and marketed to in Spanish. IT is what they grew up with and what they speak at home. Second generation Spanish speakers are comfortable with a mix of Spanish and English or Spanglish when marketed to. They don't even notice the merging of the two languages and find it comfortable and part of the way they speak. Again this shows Millennials that you took the time to understand how they live and speak and brought them your message in the way they live.
Lastly, after the first two considerations are applied you must remember that all Latin is not the same. The biggest mistake a brand can make is say we have a Spanish version for this creative so we should be able to reach ALL Latin Millennials. The final piece to the Latin Millennial puzzle is the country of origin filter. The words used in Mexico may not be the appropriate words that you would use in Peru. Each country has words and phrases that are unique to their language or conversation. It is imperative that you consider the country of origin where you are marketing and what is the appropriate language, words, phrases used there. The worst thing that could happen is that you offend a great number of people without intending to because a word that is commonly used in one country is a negative word in another.
Its these little nuances that make great impacts in creating the one-to-one relationship with Latin Millennials- and will build brand loyalty.
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