Engage Hispanic entertainment consumers

By Lucia Matthews and Alice Gomez
Diálogo PR (San Diego, CA)

The present Hispanic influence on the U.S. economic and social scene is monumental.  They are the largest and fastest growing minority group in the nation.  According to the U.S. Census Bureau, the U.S. Hispanic population was 46.9 million in 2008, a 3.2 percent increase from 2007, meaning almost one in six entertainment consumer is of Hispanic descent. 

More impressive than population percentage is the revenue projected to stem from this market segment.  Hispanic consumer purchasing power is expected to reach $1 trillion by 2010.  Obviously the entertainment industry has a lot to gain from successfully engaging U.S. Hispanics. 

Gone are the days where Hispanic entertainment meant language-centric, ethnic-specific products, services and brands.  Hispanic culture has long penetrated the mainstream. 

Mainstream and existing “Hispanic only” entertainment are now dealing with a new Hispanic market- the English speaking, second-, third-, and even fourth-generation Hispanics, referred to as New Generational Latinos (NGLs), who are diverse and culturally complex.   

Businesses seeking to proactively target Hispanics should consider public relations campaigns that target in culturally relevant ways.  Entertainment products, services and brands must move beyond the traditional monologue model and develop ways to authentically communicate with their audiences.   

Crafting clear and culturally relevant messages starts by fully understanding the viewpoint of the target audience.  Social media platforms are an excellent way to attract and engage Hispanic consumers.  They provide client touch points and allow feedback thus facilitating the Hispanic perspective.