5 Ways to Celebrate Cinco de Mayo in your Marketing Messaging
Maya Rector • May 5, 2020
While Cinco de Mayo is often associated with being an excuse to eat tacos and drink with friends, its origins tell a story of resilience and tenacity. Read more to discover how you can celebrate Cinco de Mayo in your marketing messaging to not only commemorate the holiday, but to also reach key Hispanic audiences and grow your business year-round.
1. Convert Potential Customers with Cinco de Mayo Savings
Who doesn’t love a good deal? While you may have ongoing promotions, savings, or coupon options, centering deals around Cinco de Mayo messaging can be a timely way to capture your audience’s attention during the season. Hispanic consumers in particular are more apt to buy a product or service if a bargain is involved. In a GlobalWebIndex study, the top “online purchase drivers” among Hispanics were cited as free delivery (63%) and coupons and discounts (50%).
Looking for a simple yet effective way to incorporate savings in your messaging? Playing on the number 5
in your offerings can translate to numerous possibilities, from “buy 4 get the 5th free,” 5% discounts, $5 off, etc.
2. Engage Audiences with Sweepstake Specials
Celebrate the festivities with consumers by offering sweepstake specials. Not only will your customers appreciate the fun approach, but your business can also enjoy high engagement rates from interested participants. Recent research
shows that 33% of contest participants are open to receiving more information about a brand, and contests have a conversion rate of almost 34% on average.
One way to attract new customers and keep current customers in the loop is by offering a special giveaway or hosting virtual sweepstakes. Whether or not your business offers products or services that are directly relevant to Cinco de Mayo, there are endless ways to incorporate messaging into your sweepstake campaigns. For instance, even a straight-forward campaign offering a free giveaway to a lucky winner can piggyback off of Cinco de Mayo’s festive qualities.
3. Center around Celebration
Although Cinco de Mayo started off as a relatively unheard of holiday within the U.S., a growing number of Mexican Americans began celebrating
the holiday as a way to pay homage to the connection between their Mexican and American culture - which eventually gave way to it being celebrated as a national holiday by the general public.
Nowadays, It’s no secret that Americans of all backgrounds have taken to celebrating Cinco de Mayo, and brands and businesses have used this to hone in on prime marketing opportunities. For example, in 2014, Cinco de Mayo became the biggest non-winter drinking day of the year, and the holiday has solidified itself as one of the top five drinking holidays in general.
That being said, you don’t need to be an alcoholic beverage company to find ways to simultaneously celebrate the holiday and draw in potential customers. Simply tailoring your messaging around celebration and festivity can go a long way to stay relevant during the season.
4. Consider Developing Year-round Hispanic Marketing Campaigns
If your business doesn’t have a Hispanic marketing plan, now is an especially good time to think about developing one. As of 2019, there are 131 million multicultural Americans, making up 37.5% of the U.S. population, with Hispanics accounting for the largest portion at 19.6%. Additionally, minority groups represent the majority of the population in more than 400 counties across the U.S.
Outside of holidays like Cinco de Mayo, Hispanic marketing campaigns are useful for growing your business year-round, and having a dedicated team who knows how to reach Hispanic audiences authentically and in their preferred language is essential to gaining their loyalty as a trusted business or service provider.
This is where digital platforms come in especially handy. Recent statistics
show that U.S. Hispanics spend more time on social media every day and are nearly twice as likely to spread information and review products and services online than non-Hispanic groups. U.S. Hispanics also agree that digital platforms are key to staying connected to their culture, providing an excellent opportunity for brands to focus their campaigns around cultural relevance to reach this digitally-savvy audience.
As an added bonus, dedicating a portion of your marketing efforts to yearly Hispanic and/or multicultural marketing campaigns means that celebrating Hispanic-focused holidays like Cinco de Mayo are more natural and genuine to your brand or business, and that you’re not just capitalizing on the holiday once a year.
5. Honor the Underdog
Contrary to popular belief, Cinco de Mayo is not Mexican independence day
- but it is
a holiday celebrating the date of the Mexican army’s unlikely victory against France on May 5th of 1862 in Puebla, Mexico. While it’s a somewhat minor holiday in Mexico, it has evolved into a commemoration of Mexican heritage and culture in the United States, namely in areas with predominant Mexican-American populations. If your area has a large or growing Hispanic community, adjusting your marketing messaging to Hispanic centered holidays such as Cinco de Mayo is increasingly important if you’re looking to reach potential customers near you.
Given the history of Cinco de Mayo, marketing campaigns can center around themes of perseverance and rising above the odds – from their own business’ perspective and from their consumers’ points of view alike. What makes your business and customers resilient compared to the rest? This holiday is the perfect time to celebrate these unique qualities, such as emphasizing your business’ tenacity in exceeding customer expectations as well as celebrating your clients’ loyalty and dedication.
Regardless of your business and the services you offer, Cinco de Mayo commemorates how the underdog can make a major impact and contribute to the success of the community as a whole.
Takeaway
Incorporating Cinco de Mayo messaging and offerings in your marketing campaigns doesn’t necessarily have to be flashy and time-consuming. By making adjustments to your marketing messaging to focus on celebration, promoting special deals or sweepstakes, and considering how you can tell your business’ and customers’ stories through the lens of the underdog, your brand can position itself for success.
It’s also crucial to keep in mind that ultimately, Cinco de Mayo is a holiday pioneered by Mexican-Americans and the U.S. Hispanic population - and reaching them is more important than ever given their influence and growth in recent years.
Curious to learn more about how reaching Hispanic audiences can help you grow your business? Feel free to contact us
or find a location
near you today!
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