Published Apr 13, 2021 by Maggie Martin
Juan Alanis co-founded Big Oak Tree Media in 2016, a Houston-based public relations and digital marketing agency. One of the key focus area's for the small business is Hispanic marketing and community engagement.
On this episode of the Small Biz Insider podcast, we talk with Alanis about keys to successfully reaching Houston's Latino population and why businesses should steer away from "Latinizing" their messages and products. Highlights from this episode below.
On recommendations for businesses to effectively reach Houston's Latino market
Alanis said these three points are critical to consider for any campaign:
On inclusive representation vs. "Latinizing" a product or message
Alanis said it's important to consider how Latinos are represented in your campaign.
“It’s not necessarily just about “Latinizing” the product, but in some way we do like to see ourselves reflected, or the things we care about reflected, whether those are values, whether those are just cultural experiences, whether that’s language – we like to see ourselves reflected in those things," said Alanis.
On emphasizing more on culture than language
Alanis said marketing toward Houston's Latino market is becoming more about culture versus language.
"Culture is the new language because culture is the way we communicate," said Alanis. "Regardless of country of origin, there are some things common in the Latino experience, so culture is increasingly becoming the language to reach a broader segment of the Latino audience without focusing so much on language."
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