As we grow older, we start to realize a few things about our past. One key point (take note marketers) is that Latinos love festivals and the free products they provide. Yes this sounds like a stereotype but look back and remember when your mama dragged you out to the annual Colombian festival or even the Puerto Rican Day Parade. Didn’t your mom force you to wait in line just so she can get that free fabric softener or try to win a free hat?
Major (and small) cities across the nation seem to throw a big Latino festival here and there including Philadelphia, Chicago, New York City, Washington, D.C.; Elizabeth, NJ. So do you go to these festivals now that you are all grown up? Well you should, it’s a celebration of our cultura and as we get to a certain age, we go for different reasons. Sometimes festival producers try to bring a huge crowd and corporate sponsors through the musical acts. Just last year Taller Puertorriqueño held their annual Feria del Barrio festival and brought in Zion y Lennox. Philadelphia also used to host a Salsa on the Parkway event in celebration of Independence Day. Before it was integrated into a general festival, the main act was DLG! I personal enjoy the food. Although it’s ALWAYS overpriced, sometimes sitting back and enjoying a salsa with friends is relaxing.
Corporate sponsors are ALL over these festivals because it gets their message out to a niche audience. And now with the 2010 Census right in our faces, of course you’re going to see them everywhere. However, you just don’t distribute material blindly; you set up booths, giveaways, contests, etc. To be honest I don’t like accepting or joining anything at a festival. I can’t tell you how much I dislike it when a mobile carrier or bank comes up to me and says, “You should join now.” The question now is…do you join?
by Eric Cortes
For more information on Eric Cortes, visit http://thehispanic.blogspot.com.