Event Recap: Charlotte, NC Media on Reaching Minority Communities

Business Wire/Charlotte recently hosted a luncheon on March 24th in Durham, NC. The discussion, moderated by Ely Perez, Engagement Marketing Manager for Capstrat, focused on best practices for companies in the Triangle region and across North Carolina to reach the Hispanic and African American communities. The panel of speakers included:
  • Blaire Borthayre, president of Hispanic Marketing Resources
  • Jose Cusicanqui, Raleigh/Durham Editor for Qué Pasa, North Carolina’s most widely read Spanish-language newspaper
  • Cash Michaels, chief reporter/photographer and columnist for The Carolinian, a twice-weekly African American newspaper.

    L-R: Cash Michaels, Blaire Borthayre, Jose Cusicanqui, Ely Perez

 

Among the insights brought by the panelists:

 

Blaire Borthayre:
  • Not all Hispanics are short and brown.
  • Know thy customer and find commonalities with your audience. Tough market to differentiate.
  • All buying decisions are based on who they trust.
  • Know the culture, not just the language.
  • What marketers need to ask themselves: How long has their audience been in the US? There are 4 different segments.
Segment 1: 5 years or less; they get all their info from Spanish media; still living in their own culture.
Segment 2: 5-10 years; at home they speak Spanish; some English outside of the home; understand pieces of info; more internet friendly.
Segment 3: 10+ years; internet friendly; assimilated; served through English media.
Segment 4: US Born Hispanics; only 35% speak Spanish.

 

Jose Cusicanqui:
  • Qué Pasa is the only NC newspaper reaching Hispanics.
  • Qué Pasa has 67,000 readers every week.
  • Hispanics will have $18 billion buying power by 2010.
  • Each Hispanic culture is very different. Know the culture of the group you are trying to reach.

 

Cash Michaels:
  • The Carolinian is a family owned business.
  • African Americans are a very loyal consumer base.
  • African Americans primarily have church-based communities that they care a lot about.
  • When pitching a story to Cash, be mindful of what is going on in the news: e.g., April is election time.
  • Get Cash’s attention by sending a video. Create your own documentary.
  • The rules for reaching African Americans are constantly changing.
Don’t forget to look for Business Wire events in your own area, as well as register for our free webinars on PR, IR, SEO, monitoring and more.

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