Campaigning for the Latino Vote

Nov 01, 12 Campaigning for the Latino Vote

What’s the best demographic investment your organization could make?

Today, more than ever, party campaign strategists believe the answer to successful campaigning lies in America’s fastest-growing population group: Latino Americans. For the first time in American history, this year both Republican and Democratic parties selected Latinos to speak in the prime time slot of their party’s respective national conventions.

“We need the Hispanic vote and want to win it,” says the 2012 Presidential candidate Mitt Romney’s youngest son, Craig Romney.

The Romney campaign releasing Spanish advertisements as well as the party’s $3 million investment in finding and financing at least 100 new Latino legislative candidates lends evidence to support the Republican Party’s professed desire to attract Latino favor. This project is being sponsored by the Republican State Leadership Committee and is known as the Future Majority Project, which is appropriately named in recognition of 2010 U.S. Census results showing Hispanics to represent more than half of all U.S. population growth over the past decade and representing America’s fastest-growing population group.

If that were not evidence enough that the Republican Party is making a concerted effort, Republicans selected Florida Senator Marco Rubio to speak at the primetime slot of the party’s national convention. Rubio related the story of his Cuban parents who immigrated to the U.S.

The Republican Party is not alone in investing money and engagement into a Latino future. The Democratic Party recently featured charismatic San Antonio, Texas Mayor Julian Castro in the primetime slot at their party’s national convention. More than that, between mid-April and June, the Obama campaign spent $1.7 million on advertising directed at Spanish-speaking Hispanics, according to SMG-Delta, a media firm that tracks campaign advertising.

“Every purchase a Latino makes is a ‘vote’ for a brand,” said George L. San Jose, president and chief creative officer at The San Jose Group. “The Hispanic vote is just as important to the candidates as it is to brands. Campaigning leads to increased spending and ultimately ROI.”

In 2012, the candidates have made it clear that their success relies on the participation of the Hispanic population. Ultimately, they’re spending their campaign dollars, expecting a return at the voting poll. The presidential campaign highlights a key to any brand campaign: Hispanic consumers. Successful brand campaigns recognize the need to respond to what the 2010 U.S. Census data results point to as the most significant demographic trend reshaping America. Hispanics have enough power to make the difference on ROI. Is your brand campaign swaying Hispanics?



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