Posts Tagged ‘Hispanic Marketing and Public Relations’

img_2186.jpgRecently, Elena del Valle of the Hispanic Marketing and Public Relations Web site conducted a podcast interview with Laura Hernandez, executive director of AT&T Multicultural Marketing. The interview covered AT&T’s efforts to reach American Latinos.

According to Hernandez, AT&T breaks up its messaging by concentrating in areas with large Hispanic populations as well as direct mailing areas where there is a smaller Hispanic presence. According to Hernandez, the method used depends on the type of media tactics employed.

Although she says that segmenting based on language is not always the right choice, Hernandez states that AT&T works to target different segments of the Latino population, i.e., those who are Spanish-dominant and those who are English-dominant. Language and cultural representations may change, but the messages are the same across all tactics.

Hernandez says there are also different representations of the technology, e.g., organizational capabilities and speed are emphasized more in messages targeted to Latinos. She adds that Latinos do not use broadband and other technologies as much as other populations; however, when they access the new technology, they use it at a greater rate.

Hernandez also said that AT&T has offered Spanish-language customer care for more than 25 years.

I think this is a great example of a company that has done its research and knows the audience it is targeting. Many organizations try to reach out to Latinos by translating everything into Spanish; this in turn affects the relevance of the cultural message.

Marketing and public relations practitioners are finally taking note of effective tactics for communicating with the multitude populations that exist in this country, and it’s benefiting the industry as a whole.

We can learn a lot from the AT&T method. It’s not perfect, but it’s a step in the right direction.

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