Hispanic market public relations overview

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Hispanic market public relations overview

Hispanic market public relations overview

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  • 1. Hispanic MarketPublic Relations Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 2. Public relations for the Hispanic market is like P.R. to any other market.What are the P.R. fundamentals?How do these differ for ethnicmarkets? Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 3. Most important in any kind of P.R., but especiallyP.R. to specific ethnic groups, dig deep and beyondyour perceptions.Your perceptions do not matter. Even if you areof that ethnic group. What matters are the numbers, the facts. Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 4. Strategy based on facts, not perceptions,will lead you to success.What are some of the facts youwant to look at? - Acculturation - Technology adaptation - Demographics - Purchase behavior - Attitudinal dimensions/personal perceptions - Hispanic cultural practices - TrendsWhy? Because these factors determine how youcommunicate with your audience. Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 5.  So what are some of the misconceptions about the Hispanic market? Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 6. Misconceptions:• All Hispanics are Mexican. If they’re not Mexican, they’re Puerto Rican or Dominican• All Hispanics are the same, they are one people.• All Hispanics have had a hard-knock life• All Hispanics are poor or come from low-income families• Hispanics speak broken English• All Hispanics are foreign-born or are immigrants• Hispanics are poorly educatedWhat are some of the facts? Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 7. Hispanic Market Facts: The Basics•Over 50 million Hispanics, 40% of the U.S. population•Hispanics are not one people, they are identified as a market 1) Spanish-speaking 2) Self-identify (U.S. Census Bureau) 3) Ibero-American•The word Latino is used interchangeably with the word Hispanic•Young Hispanics are now the largest minority on the nations college campuses.•Middle-class is relatively same percent of group population: 39.2% of allHispanics earn b/t $40-$100k vs. 41.7% of Whites (NH)•“Family” continues to be more important than “self”. The consideration ofextended family is a reality Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 8. Top 10 Countries of Origin: Broad Diversity within PopulationThe ten largest Hispanic population groups in the U.S., by country oforigin, are:•Mexicans 31.7 million•Puerto Ricans 4.4 million•Salvadorans 1.74 million•Cubans 1.7 million•Dominicans 1.4 million•Guatemalans 1 million•Colombians 917,000•Hondurans 625,000•Ecuadorians 611,000•Peruvians 557,000Source: Pew Hispanic Research Center Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 9.  Two Hispanic markets: English dominant and Spanish dominant. • Language dominance identifies profile and determines how you market to them o General Characteristics: - Acculturation - Technology adaptation - Demographics - Purchase behavior - Attitudinal dimensions/personal perceptions - Hispanic cultural practices Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 10. The Facts: Strategic & Tactical Paths: 2010 English-Dominant Spanish-Dominant Online 81% 47% Active Internet Use 87% 36% Have Cell Phone 86% 68% Home Broadband 66% 26% SOTTC* Cell Usage 76% 44%Source: 1 Pew Hispanic Center, “Latinos and Digital Technology, 2010” Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 11. Strategy• Determine Spanish-language needs based on your target market demographics• Execute dual-language Hispanic strategy to reach all Hispanics H1- H3*: English language H3-H5*: Spanish language• Audience-tailor messaging and promotions• Leverage overlap to reinforce messaging• Develop full, parallel Hispanic program that offers breadth and depth• Reinforce commitment with Hispanic community outreach Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 12. Cheat Sheet on Hispanic Market P.R.:• Hispanics are not one people, but they have some things in common• There are multiple audiences within the Hispanic market• Determine your strategy on facts not perceptions• The market is young, fluid and changing. Monitor trends as new generations of native and foreign-borns arise• Don’t generalize people or Hispanics, observe trends, perceptions, and behaviors• Consider the social needs of the market, and support the community• Develop programs with breadth and depth to show commitment to the Hispanic market Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio
  • 13. HISPANIC MARKETPUBLIC RELATIONS CREATED BY: VICTORIA OSORIOVICTORIA@SELLDIRECTLY.COM