I listen to Spanish-language radio every morning on my way into work, usually the AM news-talk station. Because such stations typically serve a dual role as community advocates, the one I listen to often features guests from various non-profit organizations offering tips and advice on everything from immigration law to buying a home, to health and nutrition.
More often that not, each guest provides a phone number people can call for help and more information. I know these numbers are used, because it’s not unusual for listeners to call in requesting the phone number of a guest they heard earlier that day or even in previous days. This got me thinking about two basic, yet critical best practices for Hispanic market communications:
1. Keep the conversation going. It’s shocking how many companies send out Spanish language press releases or have a Spanish-speaking spokesperson conduct an interview, without having a place to send people to for more information. If you want to be successful in reaching Spanish-speaking customers you need to invest in the infrastructure, which means providing access to Spanish-speaking telephone representatives or a Spanish-language micro site to tell your story, offer assistance or close a sale. If you are not providing that support, your efforts in Spanish-language media will have limited, if any impact.
2. Know your audience. Even in this high-tech age of WAP sites, social networking and virtual worlds, some members of your target audience will always prefer the human interaction of a phone call – particularly when it comes to buying something or sharing personal information. If you’re trying to reach Hispanics who may not be online (often less acculturated), make sure to have a phone number they can call or a bricks-and mortar place to send them to for more information. This will only increase your chances of making a meaningful connection.
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