Fiesta Broadway drew nearly 250,000 Latinos to downtown Los Angeles on April 28, and marketers are increasingly choosing to promote their companies at such events because of the human interaction.
Events offer a face-to-face encounter with companies and their products, and they usually include interaction with the Latino leaders the community knows and trusts, Novak said.
"You have to create something culturally relevant to the local Hispanic community," agreed Heidi Eusebio, senior account supervisor for Edelman Diversity Solutions in New York. "That cultural profile is the key, like having a Cuban spokesperson in Miami or a Mexican in Los Angeles."
Edelman created a large soccer program in Los Angeles as the basis of a public relations campaign that markets the allergy medication Claritin to Latinos, who suffer from outdoor allergies more than other ethnic groups, Eusebio said.
Eusebio acknowledged she may have to fight to keep the account as competition grows from other large public relations agencies.
But she said competition only makes the agencies better and ultimately leads to the dream of all public relations firms: "higher PR budgets."