This is what I feel to be the biggest problem with Latino focused marketing:
Seriously, I don’t live in the hood, I speak English at home, I work in an office and not in construction, I’m a college graduate. Don’t try to pander to me with some fake and half hearted attempt at making an ad and pretending that it’s a “Latino focused” ad because it features some dude with a hat (sorry sombrero) in a truck, working construction and speaking spanglish.
It’s lame, and it will not make me buy your stuff.
One of the biggest challenges with the Latino market as a whole, is the fragmentation of the market.
If you create a nuanced and focused ad targeting Mexicans, by default, you exclude Hondurans, Salvadorans, Puerto Ricans, Dominicans, Colombians, Argentinians etc.
Add to the list that you also need to take into account whether your target is fully integrated, partly integrated or fresh off the plane, and you’ll begin to see the daunting task that advertisers and marketers face today.
I feel like I should mention that advertisers and marketers are not always one and the same, but that’s a story for another day.
Bottom line, stop making lame ads.