Five Latino-targeted packaging mistakes

1. Are they even interested in what you’re offering? It's a pretty basic marketing question, but you’d be surprised how many marketers assume that because their products have been selling to a specific market segment that the growing Latino numbers mean more buyers. What are the benefits and why should they care? If it’s new and provides a benefit, then you have a possibility to explore.
2. Slapping Spanish copy all over the front of the package. Are you trying to reach Spanish speakers or trying to be culturally relevant? It’s important to know which it is before starting. Many consumer products do this successfully—look at some of the P&G and J&J brands. However, they’ve invested a lot of research and ad dollars, and are always focusing on benefits for the buyer.
3. “We need to reach the Spanish market.” I didn’t realize you were focused on Spain. Identify if you mean the Spanish-language dominant segment, then plan on leading and following up strongly with Spanish language messaging and marketing. How does this line up with your mainstream message? We live in a bilingual world, so simply translating is ineffective.
4. Why are you trying to reach the Latino market? Did upper management tell you, or are you trying to expand your market reach in a viable manner? Determine which it is and commit.
5. Quitting too soon. I’m surprised how many experienced marketers and their organizations discard their discipline when targeting the Latino market. Think about the focus and commitment that’s required in entering new markets or bringing a product to market. I’m not sure why people toss that discipline aside when launching a “Latino initiative.” I hear marketers comment about how they tried tapping into the Latino market, but it didn’t pan out. Why? Some possible reasons may be due to a lack of strong commitment (budget, time frame, clear expectations, etc.) or a lack of focus.
Reverse bridging of products
One interesting factor that's also proving to be lucrative for specific products (especially certain food and beverages) is the development and marketing of products that are primarily focused on the Latino market bridging over to the general market. This means they have bilingual components. However, if you’ve prepared properly, the Latino audience knows the product and you’re extending into the general market…which is where many marketers will be more comfortable.
Things to keep in mind include the fact that the Latino market is not monochromatic, one dimensional, or dull.
Do your homework and your due diligence, then open your eyes, ears, and minds. Start by being relevant.
You’ll be surprised at the opportunities available.

This article was posted by designer Joe Ray in August at the blog site of www.estudioray.com.