ComPRehension

Professional development and training blog of the Public Relations Society of America (PRSA)
March 7, 2012

Latina Mom Bloggers: A Powerful Force to Drive Culturally Relevant Online Brand Awareness


Now in its third year, Hispanicize 2012 (#Hispz12) is the annual event focused on Latino trends and trendsetters in social media, entertainment, marketing and media. The event is a partnership of Hispanicize, the Hispanic Public Relations Association (HPRA) and the Public Relations Society of America (PRSA).

Everyone knows that moms make most of the purchasing decisions in U.S. households. Moms are much more likely to make those decisions based on what other moms think about a product. According to a Fleishman-Hillard & ModernMom.com 2011 Marketing-to-Moms Study, 63 percent of moms surveyed said blogger reviews are influential to their purchase decisions. With Latina women becoming one of the fastest growing demographics online and more than 85 percent of them visiting social networks on a regular basis, it should come as no surprise to see the attention that Latina mom bloggers are garnering from major brands, public relations firms, marketing agencies and media. Latina mom bloggers can be a culturally relevant voice for brands that want to get their products in front of Hispanic moms and families. The question is, how can brands effectively engage with Latina bloggers?

The first and most important thing to remember when pitching a Latina mom blogger is to get to know her blog. Make sure that your brand and what you’re offering is relevant to her readers. Is she an eco-friendly blogger or does she blog about recipes? What types of products does she post about? The only way to find out is to read her blog.

When you are ready to pitch your product, forego the canned pitch and write a personalized email. For example, address the blogger by her name rather than “Dear Mommy Blogger”. It’s important to remember that bloggers receive a lot of pitches in their inbox, many of which end up being deleted without ever being read. Avoid ending up in the trash folder by including a subject line that is enticing and clearly indicates the purpose of the email. For example, are you offering a paid opportunity, a product review, or an exclusive invitation? Then, make sure to include that in the subject (“PAID OPP with Brand X”).

Also, something to keep in mind when looking to work with Latina bloggers is to avoid comparing them to their general market counterparts. It is important to note that while Latina blog traffic numbers may sometimes be lower than mainstream bloggers, their effectiveness should not be overlooked. Latina bloggers provide brands with an authentic voice that will resonate with the Latina moms and families that they want to reach.

If you’re interested in learning more about working with Latina bloggers or trends in social media, you may want to check out Hispanicize 2012, April 10–13, at the JW Marriott Marquis Miami. This year’s event will feature an array of the biggest and most influential names in Hispanic and multicultural blogging as part of the record-setting 25 blogger sessions.

For more information on Hispanicize 2012 and the opportunities associated with this event you can visit www.hispanicizeevent.com.

Piera Jolly is CEO and co-founder of Latina Mom BloggersPiera Jolly is CEO and co-founder of Latina Mom Bloggers and publisher of the award-winning lifestyle and parenting blog Jolly Mom.

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