What is the best way to increase awareness of healthcare options within the Puerto Rican Community of New York and New Jersey?
Monday October 13
I would suggest having Spanish-speaking event ambassadors present at your booth that can effectively deliver your company’s message. Spanish- speaking consumers are not greatly influenced by general-market campaigns, especially when it comes to the healthcare industry. Their traditional notion of a “healthy lifestyle” may differ from the mainstream perspective. Also, in order to bond with your target market and make your company community-friendly it is important to incorporate Puerto-Rican traditions into every aspect of your promotional efforts. Find a link between a traditional cultural aspect and the goals of your company, all the while being sensitive and adhering to the traditions and cultures of the community, especially when it comes to food and drink. For example, it’s hard to imagine a Puerto Rican Traditional Festival without lechón asado or arroz con dulce, both culinary aspects that contribute Puerto Rican’s unique cultural identity, but that are high in sugars and oils. Find a healthy compromise, maybe even providing healthier ways to cook or exercising, and provide ways to encourage a healthier lifestyle. The company could even locate real-life clients or Puerto-Rican mothers to share their experiences with the community. Another choice to attract potential customers to your booth is to hire Bomba & Plena musicians (you can try to find them at Segunda Quimbamba Folkloric Center, Inc. located in Jersey City).
I would suggest having Spanish-speaking event ambassadors present at your booth that can effectively deliver your company’s message. Spanish- speaking consumers are not greatly influenced by general-market campaigns, especially when it comes to the healthcare industry. Their traditional notion of a “healthy lifestyle” may differ from the mainstream perspective. Also, in order to bond with your target market and make your company community-friendly it is important to incorporate Puerto-Rican traditions into every aspect of your promotional efforts. Find a link between a traditional cultural aspect and the goals of your company, all the while being sensitive and adhering to the traditions and cultures of the community, especially when it comes to food and drink. For example, it’s hard to imagine a Puerto Rican Traditional Festival without lechón asado or arroz con dulce, both culinary aspects that contribute Puerto Rican’s unique cultural identity, but that are high in sugars and oils. Find a healthy compromise, maybe even providing healthier ways to cook or exercising, and provide ways to encourage a healthier lifestyle. The company could even locate real-life clients or Puerto-Rican mothers to share their experiences with the community. Another choice to attract potential customers to your booth is to hire Bomba & Plena musicians (you can try to find them at Segunda Quimbamba Folkloric Center, Inc. located in Jersey City).
