Time to take the Hispanic market seriously.
WHAT IS LATINO COATING?
Latino Coating can be defined as a superficial marketing approach coating products, campaigns, media or entertainment with Latino elements for the appearance of diversity without genuine understanding or respect for Latino culture or communities.
10 Ways to Kiss Your Career Goodbye
You are Latino Coating if you…
Launch a Hispanic Heritage Month campaign and thinking that it will suffice for the whole year—it does not.
Simply translate or awkwardly adapt campaigns not originally crafted for Latino audiences—this often feels disingenuous.
Swap Latino faces without adjusting the message or context—we’ve already learned one-size-fits all approaches don’t work.
Believe a sprinkle of percussion or Latino music will automatically resonate with diverse Latino auditory preferences.
Rely on exaggerated stereotypes rather than tapping into the rich cultural nuances and subtleties that truly speak to Latino experiences.
Presume non-targeted media placements can substitute the strategic and creative depth that specialized agency partners offer for truly engaging the Latino market.
Are underspending based the $3.2 trillion marketing opportunity.
