Obama Mariachi Video source: You Tube posted: Feb. 22, 2008 NOT A POLITICAL ENDORSEMENT. THIS IS A MARKETING COMMENTARY.

Commentary on Obama's Mariachi Video and What We Can Learn From It
by Ricardo González

This is an amazing video. As soon as I saw it I did something I don't normally do as I write these commentaries or prepare my daily report. I went and got my wife so she could watch it. It is so well done and there is so much to learn from a marketing perspective that I am compelled to share this with you.

First, watch the video. It is 2:04 seconds long. If you don't have that much time then watch at least the first minute or so and finish reading this. Below the video, I'll continue with my commentary.

So, what can we learn from this video that we can apply to our marketing to Latinos?

Rather than giving you a long list here let me give you the top three things you should apply here:

1. It is Culturally Relevant - He is in Texas. He is trying to get the Mexican/Chicano vote. They love and revere Mariachi music. Mariachi music is the most traditional of all Mexican music. The undercurrent of cultural relevance is deep. In your marketing to Latinos you must be aware of the fact that there are many different cultures and countries within the general Latino culture. One other thing you should notice is that the subtitles are not in English, rather in Spanish.

Their market is Spanish-speaking and they are not trying to milk two cows at the same time here. This allows for greater reinforcement of the message and does not force people to view a video thinking more about their language skills (or lack of them) than thinking about the message itself.

Be culturally relevant in your marketing to Latinos mis amigos.

2. It is Highly Professional. This is a top-notch video production. Although the majority of the intended viewers of this video are on the lower end of socioeconomic class they cut no corners in production cost, including the professionalism of the singer and musicians.

Be professional in your marketing to Latinos mis amigos.

3. It is Emotional. Latinos tend to buy with their hearts. The music itself is emotional and catchy. Even as I viewed it, and I am not Mexican, I felt emotion as it moved me mentally to many different times in my life when I have been at events where Mariachi music is played. Those were positive emotional times for me and it connects with most Latinos. You must honestly and ethically appeal to the "heart language" of the Latino person and populace to succeed in your Latino / Hispanic marketing efforts. Proper use of music is one way to do this.

Right at the beginning of the video there is a line that says, "Le Canto Con el Alma". (period goes after the close quotes in Spanish.) This means, "I sing to him with my soul." With my soul. Get it? With my soul! They did this at the beginning to establish the emotional nature of the marketing pitch (political appeal).

Be emotional in your marketing to Latinos mis amigos.

There are several other things in this video I could point out to you but this is not a full-scale analysis. Perhaps you would like to write me with your observations? If so, just click on the "Contact Us" button in the main navigation and send me a note. I love to hear from my readers and your feedback is always appreciated. I am sure I can learn from you as well.

Ándale pues,


Ricardo González