Large scale Hispanic events like Calle Ocho and Fiesta Broadway have been a mainstay for many marketers trying to reach the lucrative U.S. Hispanic market. The hope for brands participating in these large scale events is that they will create a brand connection with the 1 million + attendees which they can translate into sales. The reality – many brands get lost in the clutter of brands participating in the event and the planned activation of a spinwheel, free samples and coupons does little to nothing to drive sales or create a lasting brand impression. Thus, brand managers are challenged to justify the ROI and often times the Hispanic program is deemed a failure.
We believe it is possible to gain critical mass through large scale Hispanic events. Here are three considerations to help drive a successful Hispanic event strategy.
1. Integrate Hispanic Event Efforts into Your Total Marketing Plan
Your consumers don’t live in a Hispanic-only world and neither should your event efforts. Leverage the marketing strength of your total brand efforts to enrich the consumer experience. For example, sponsoring the NBA this year? Did you know that Hispanics comprise sixteen percent of the league’s fan base? Knowing that, elevate your event experience! Create an “NBA experience” with a Hispanic twist – highlight Hispanic players and tell their stories or invite local Hispanic artists to use backboards as a canvas to create a one-of-a-kind gallery. Promote this Hispanic outreach through your total market media and social media channels.
2. Remember Content is King
It’s true that Hispanics were “the original” social network long before Facebook was invented. And with the advent of social media and the proliferation of smart phones among Hispanics, these tech savvy consumers are actively looking for those “shareworthy” moments. So give them something to talk about at your event experience! A banner becomes a step & repeat photo opportunity. Turn your brand iconography into larger-than-life art installations. And use relevant event and brand hashtags to encourage, track and participate in the conversation.
3. Nobody Likes a One Night Stand.
No matter how big and spectacular the event may be, one event does not make a Hispanic marketing plan. Look for opportunities to extend the conversation and/or event association long after the “circus has left town”. Create a database from your event attendees and schedule on-going communication with them. Thank them for visiting your event area, invite them to take a survey, surprise them with a tweet or better yet, a surprised product gift! Remind them what makes this event so amazing and how grateful you are to share in that experience with them. Better yet, invite them to your next event, be it a Hispanic targeted or total market effort!
There are some incredible large scale Hispanic events across the country that can be leveraged to meet your marketing goals – Calle Ocho in Miami, Fiesta Broadway in LA, Fiesta San Antonio, Fiesta del Sol in Chicago and the Puerto Rican Day Parade in New York to name a few. Do your events have the right elements to create critical mass for your brands?