The LatinXperience Study was supported by a grant from The James Irvine Foundation.

 

The opinions expressed in this report are those of the authors and do not necessarily reflect the views of The James Irvine Foundation.

The LatinXperience Study was conducted by Scansion, Inc., a customer centered innovation firm in San Francisco, California. 

Learn more about Scansion at www.scansion.com

Authors:

Salvador Acevedo

Verna Bhargava

Steven Diller

copyright Scansion Inc. 2017

We’ve crafted a series of marketing and communications recommendations with the goal of aiding in the creation of effective strategies. Some of them are directed to a higher-level strategy, while others are designed to operate in a tactical level.

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Think about the experience you want to evoke and what’s the best way to communicate it.

Focus on the meaningful experiences of specific segments of the Latino population described in this study when designing your messaging, and select the best communication channel.

Appeal to the experiences that Latinos desire including but not limited to their ethnic identity.

Cultural and ethnic identity is very important to Latinos but could be limiting if it’s the only angle you use to engage them. Appeal to their overall mindset instead.

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Make your message explicit for Latinos.

Make sure that you’re appealing to the experiences that Latinos are looking for in the arts, and tailor your message accordingly. Make sure that the message is relevant by testing it beforehand.

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Communicate only genuine expressions of diversity. Latinos know when you’re trying to “push” a diversity message and it is always a good policy to be transparent and genuine about your constituencies and stakeholders.

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Social media is your most powerful tool, use it wisely.

The essence of social media is to create a two-way communication, not an informative channel. You will always win when you engage the Latino audience in a dialogue.

WAYS IN WHICH LATINOS USE SOCIAL MEDIA FOR ARTS EVENTS

  • Receiving “tags” from their friends

  • Looking at what their friends are doing via their feeds

  • Looking at events trending in their cities/regions

  • Reading recommendations and activities from their friends

  • Connecting directly to an arts organization’s page/feed

  • Looking at ads

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Social media is an extension of word of mouth.

The interpersonal connections happening on social media are your best option to develop brand recognition and validation for your organization, not only to disseminate your message.

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Use Spanish language communications not as a strategy but as a tactic.

The content of your message should be relevant for the audience you’re trying to reach beyond translation.

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Craft communications that include a complete outing.

Attending an arts program is often an occasion that includes a meal and other social activities. Including information about restaurants, parking, and multi-generational groups’ needs will make your message stand out.

Research and use the communications channels favored by Latinos in your region.

It’s important to meet the Latino audience where they are, either physically (e.g. specific neighborhoods) or virtually (e.g. social media groups.)

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Collaborating with trusted partners in the community is a good way to gain the visibility you’re trying to achieve. Partnerships, collaborations, cross-promotional campaigns are always good ways to create brand recognition, but make sure you’re ready to establish a relationship with your partners.

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