Outreach to Spanish speakers Marketing

What are you marketing?

• Focus on selling the service or program in terms that “connect” or mean something to the community — that relate to their needs, problems, life situations, etc.
• Focus on selling the concept that the library is there to help. Avoid focusing on selling the “library.”

Word-of-mouth marketing:

“This whole notion of word-of-mouth marketing in the multicultural market is tightly related to social networks. The marketer needs to know who is in the social network. Penetrating a community through opinion leaders makes for a good chance that the product will be adopted.” - Felipe Korzenny, “Marketing News,” July 22, 2002

Techniques for better word-of-mouth exposure:

• Promote service among local community leaders
• Hold special events within the community tailored to community needs and interests
• Partner with community events
• Promoting programs through Hispanic media and community service agencies that serve Spanish speakers to help spread the word

Thank you to WebJunction for contributing to this resource.

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