Photo: Latino vote
Hispanic Group, an independent, minority-owned advertising agency with expert knowledge of reaching Latinos, advises politicians to avoid basic marketing pitfalls when courting the Latino vote. The agency claims that political campaigns aimed at Latinos have been all about mudslinging and have missed the mark in terms of communicating goals.
The hot topic this past election shouldn’t have been immigration, but rather communication. Both parties should’ve made a more concerted effort to connect with Latinos, and that goes beyond just speaking in Spanish. It’s not a matter of language—it’s lingo.
A full-service agency that caters to the Latino market, Hispanic Group claims that in general candidates don’t communicate what they will do if elected and instead point the finger at what the opponent is doing wrong. Politicians have gotten used to the vicious cycle of backbiting and fear tactics, and fail to outline proactive goals to turn this country around on all levels of government.
Of the 50 million Hispanics in the U.S., approximately 21 million are eligible to vote, though only 10 million of them are registered. Of those, even fewer turn out to vote. How to overcome the tide of apathy and get half of the foreign-born citizens to vote, is what both candidates have been desperately trying, albeit miserably, to do.
The candidates on the ballot this past November were engaged in anti-publicity campaigns, by not asserting their platforms and trash-talking the opposition. If you’re trying to promote a brand—in this case a candidate—you need to stress the benefits, not the pitfalls of the competition.
From the standpoint of an advertising campaign, both candidates committed these basic communication pitfalls:
- 1. The product does not meet the expectations promised the consumer.
- 2. I should buy your product, but the competitor may do me harm.
- 3. If you don’t buy my product, you will be worse off.