For my first blog post I wanted to focus on the area where Hispanic marketers, and other ethnic marketers, are often battling for credibility and respect: Educating general market organizations that marketing to ethnic groups is less about communicating in a native language like Spanish as it is about communicating in a culturally-relevant manner.

Like other ethnic groups, celebrations and festivities are an ingrained part of Hispanic culture. This doesn’t necessarily change for young Latinos who are English dominant as they too are getting back in touch with their “roots” at a fast pace. It’s cool to be Latino these days. Restaurants are featuring our flavors, shows are talking “Spanglish,” and actors like Charlie Sheen are no longer changing their names to get work in Hollywood. The fact is, connecting and staying connected to our culture is customary not just enjoyable, which brings me back to my point. Perhaps you’ve also faced a client or prospect who has told you they don’t sponsor or exhibit at events in the general market, so they won’t in the Hispanic or other ethnic market. Whether it’s corporate policy or just a practice their marketing person feels is ineffective or any other reason, they don’t do it. Period. The problem becomes general market thinking trumps the better judgment of the Hispanic marketing expert. The solution, outside of the company hiring someone who “gets it,” is to keep harping on the culture aspect.

There are good studies out there, including the Latino Identity Project from the Association of Hispanic Advertising Agencies, that speak about culture’s impact on making a Latino different from non-Latinos. We are not coconuts (you know, brown on the outside, white on the inside), we are different. Understanding that difference is the key to success. Celebrating with us at our events and gatherings shows you understand us. And, that is a key to brand loyalty.