Marketing and Nostalgia: The Secret Recipe to Reaching Hispanic Audiences.

Combining marketing with nostalgia usually yields extraordinary results. The concept is simple and is not anything new. Essentially, it is a strategy that catches the consumer’s attention through memories.

It’s also known as “Vintage Marketing.” It uses messages to attract the consumer’s attention, allowing them to relive happy moments. This helps generate good vibes and a positive mood, in turn, developing a strong emotional connection with the consumer. Nostalgia derives from the sentimental longing or wistful affection for the past. That’s the concept you need to use as the main focus of your campaign.  

Keeping that in mind, imagine the reach that nostalgia marketing can have within the Hispanic community. This is a community that reminisces on the memory of those products or services they purchased back in their home countries or when they first arrived in the U.S. 

Thanks to this simple strategy, you will be able to capture (or re-capture) the attention of the Hispanic audience, offering them something that is part of their history, culture, and roots.

However, before launching any campaign, you should consider the following:

The needs of your audience: The key to any marketing campaign is to understand the needs and preferences of your ideal customer. When it comes to the Hispanic community, focus on which needs your brand can meet while bringing them back to that special place they remember as “home.”

The language of the community: There is no point in creating a fantastic nostalgia marketing campaign if you don’t speak to your audience in their language. The result will look forced and fake! Include words and expressions that trigger their memories.

Focus on special dates: Remember that special dates are great ways to engage with the public. People connect emotionally with what they felt on these specific days, either during their childhood or any other point in their life. 

As a brand, it’s important to properly identify and implement the above information to help you create strategies based on the senses by generating emotions from images, sounds, smells, touches, tastes, etc. The possibilities are endless!

Finally, you must understand the geographical scope of the Hispanic community if you want to reach a specific segment. For example, Colombians do not use Mexican mariachis as a reference icon.

Remember, we are experts in Hispanic Digital Marketing, and we are here to help you.

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