Do you know one of the most important decisions Barack Obama made during the 2008 presidential election that contributed to his victory over John McCain? The answer might surprise many because it involves a group of people that are often overlooked – not just by politicians, but by businesses, too.
Making the Hispanic community a priority through Spanish-language ads, TV commercials, speeches, and websites was one of the crucial steps that Barack Obama took that lead to Hispanics voting for Democrats over Republicans by a margin of more than two to one and ultimately helped Obama win the 2008 presidential election.
Obama’s Hispanic Media Campaign
In his article “How Obama Closed the Deal with Hispanics,” Freddy Balsera, one of the people who helped develop Obama’s Hispanic message and media campaign, cited the following as crucial factors in Obama’s successful outreach to Hispanics:
Rather than negative campaigns, Obama’s Hispanic media team created content that was positive, focusing on specific ways Obama would help Hispanic families through lower taxes, improved access to health care, and assistance for college. Obama focused on solutions to problems of concern for Hispanics, such as unemployment and lack of health care coverage, reflecting an understanding and respect for Hispanics not seen amongst other candidates. Obama addressed the Hispanic community in their native language in his last TV spot before the election. In “Sueno Americano,” Obama spoke to Latinos in Spanish and told them how he would improve their lives.
According to Balsera, “Obama made Hispanics feel respected by talking about issues in a way that inspired…and made a historic effort to communicate his vision in terms that were meaningful and effective to Spanish speaking voters.”
Hispanics and the 2012 Presidential Election
So what does all this mean for the upcoming 2012 presidential election? Since 67% of Latinos voted for Obama in 2008, it is no question that Hispanic voters played an integral role in his victory. According to Danielle Kurtzleben’s “Hispanics Key to Victory in 2012 Presidential Race,” the following are some important facts that all candidates should keep in mind during their campaigns:
· There are presently 118 congressional districts where more than one-fifth of the population is Hispanic; 93 of these districts are in the four states with the most 2012 electoral votes – California, Texas, Florida, and New York.
· There has been a steady growth in the amount of money spent by political candidates to attract Hispanic votes and it is expected that in 2012 it will increase even further. Therefore, any candidate foolish enough to disregard Hispanics will be left behind.
· Candidates who view Hispanics as one monolithic group comprised mainly of “single-issue voters” (i.e. immigration) do so at their own peril. Because like many other Americans, Hispanics are also concerned about the economy and unemployment, among many other issues.
Declining Interest
In a press release titled “Latino Voters Unenthusiastic about 2012 Elections,” Market Watch discussed the findings from a recent national tracking poll conducted by impreMedia, a leading Hispanic news and information company, and research firm Latino Decisions. The poll gathered information among 500 registered Hispanic voters in 21 states with the largest Hispanic populations and determined that the support level among Latinos for Obama has remained consistently above 60% since February 2011. Further, 67% of respondents strongly or somewhat approve of the job Obama is doing as President. Overall, however, the poll found that enthusiasm for the 2012 presidential election among Hispanics was actually declining and that “despite recent intense media coverage of candidates for the Republican nomination most Latino voters are unengaged with the candidates themselves, suggesting a lack of interest and/or that they do not feel included in the conversation.”
This lack of interest among Hispanic voters should serve as a wake-up call among all candidates, both Democrat and Republican. If the 2008 presidential election is any indication, victory will go to the candidate who respects and speaks to the highly influential Hispanic community in the United States.
And if this strategy worked for the President, don’t you think it’s something your business should consider as well?