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They Say Talk is Cheap, but It’s Priceless in Hispanic Marketing

November 29, 2012

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Cuba has been on my mind recently (and not just because of this hilarious video going viral that would make Celia Cruz proud).

It’s because of the press it has recently received. From the November issue of National Geographic to a recent NPR special, Americans’ interest in this colorful Caribbean island has undeniably grown. As a Cuban-American, I could not be prouder.

I appreciate their interest in Cuba now that capitalism has blossomed, as I’m also eager to see a bright future for the country. I grew up in Miami, where my Cuban heritage was like “arroz con pollo,” a typical dish seasoned with several spices. That is, my upbringing was a fusion of North American and Latin American cultures, and it was seasoned with the intense flavor of my Cuban heritage (with salsa dancing at high school parties and teachers that spoke Spanglish in class).

Cuba’s economy is shifting, while its tenuous relationship with the U.S. is strengthening. And that means that open communication between Cuba and the U.S. are about to explode for the first time in more than 50 years. As we consider the economic and cultural implications of external communication between the two, it is important to understand the nature of internal communications in Cuba.

Take advertising: In the U.S., we complain of information overload, but how do brands in Cuba get the word out with bans on television commercials, radio spots and social media? Enter guerilla marketing tactics. Cuban entrepreneurs have turned to word-of-mouth to market their businesses. One restaurant owner decided to stick decals on cars to promote his business. The fact that cars’ license plates are color-coded in Cuba worked to his advantage: he staked out the blue-plated tour vans, black-and-white plates of diplomats, and the orange-plated cars of foreign company employees to find his target markets, i.e. those with foreign currency (as opposed to weak Cuban pesos). “We put one on the ambassador of Spain’s car a few days back,” he said, “and he turned up.”

Marketers in the U.S. can learn a thing or two from Cuban entrepreneurs. In the U.S., we are constantly immersed in advertising and social media. As a culture, we demand more high-tech media and advertising with the elusive “wow” factor, while at the same time proving that “old school” word-of-mouth can create a successful brand overnight.  Perhaps the best way to break through the clutter is to look to word-of-mouth, especially with regard to Hispanic marketing. The importance of word-of-mouth in Cuba is indicative of a greater trend in the Hispanic/Latino culture across the Americas. Studies show that across social networks and media platforms, Hispanics tend to use social media and express their opinions online about brands more often than their non-Hispanic counterparts. As businesses reevaluate their social media strategy in the wake of Facebook’s recent changes, it is important to remember that the Hispanic culture is, by nature, social and group-oriented. Therefore, though talk is cheap, word-of-mouth marketing may be a worthwhile investment in order to reach the booming U.S. Hispanic/Latino consumer base.

What are your opinions on this matter? Like this post, share your comments, and pass this post along. If you already did, I’d be willing to bet you’re eating “arroz con pollo” for lunch today.   

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9 Comments leave one →
  1. December 4, 2012 10:13 am

    This is a great piece. As a marketer myself, I often forget that’s it not so much about technology or flashiness but it’s more about truly connecting with customers and creating that “word-of-mouth” power.

    Great share.

    FYI: I watched the video and couldn’t stop laughing.

    • December 4, 2012 11:33 am

      Martin, thank you for your comment! I agree with you, personal connection and relevancy are essential components of consumer marketing, as they can help create loyalty among customers in our volatile market. And as to the video–I’m so glad it made you laugh:D haha

  2. November 30, 2012 9:49 am

    Good insight, Sofia. And, yes, if you can tell me where to find good arroz con pollo in Dallas I will gladly eat that for lunch today.

    • November 30, 2012 10:37 am

      Thank you Michelle! I will be on the lookout for good arroz con pollo, be assured of it, and let you know when I find it!!

  3. Maria Gongora permalink
    November 29, 2012 5:42 pm

    This is so true! A little further south in the Americas, in Nicaragua, fashion trends can change within weeks by word of mouth and the presence of someone chic wearing something “different” for example, at a large wedding reception. Within a month, all “society” members will be wearing a version of the new fashion. No one wants to stay behind the trend!

    • November 29, 2012 5:49 pm

      Thank you for your comment, Maria! It is true–I have seen this first-hand in many countries in Latin America. Just like fashionistas, brands have to remain ahead of the curve and be the “talk of the town!”

Trackbacks

  1. Hispanic Advocates | Virtual Realty Income
  2. Why Hispanics Own Brand Advocacy: Latinos Masters of Social Shopping | ZuberRants by Zuberance | All About Brand Advocates and Social Marketing
  3. Why Hispanics Own Brand Advocacy: Latinos Masters of Social Shopping - CommPRO.biz

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