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Cultural Differences In Marketing

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  • Transcript

    • 1. Cultural Differences in Marketing Presented by: Pamela L. Schneider Senior VP, Client Services Director Rick Johnson & Company, Inc.
    • 2. Topic
      • The topic for this presentation was written up as me presenting four campaigns on one product emphasizing the differences based on ethnicity: Anglo, Native American, African American and Hispanic.
      • The new topic for today is me presenting a number of different campaigns (most of them healthcare industry related) along with some words about the Hispanic Consumer market (germane to New Mexico)
    • 3. Topic
      • Topic Changed for a number of reasons:
      • The HCM is an important and viable market in New Mexico – the train left the station
      • Market in which you can make great inroads if you want to spend the time, dollars and research
      • The Native American market is also important and viable – harder to reach
      • The agency includes Native American marketing for Giant Gas and Convenience Stores as well as PNM
        • Radio for both clients (Navajo)
    • 4. It’s About Understanding When
      • Some decisions are based on budget
        • Do you have enough dollars to reach the general market audience while also spending to reach the Hispanic, Native American or other audiences
        • Should you spend the dollars to reach a narrower audience; when attacking the problem from a more global perspective is warranted
    • 5. Understanding When
      • Some decisions are based on who you are trying to reach and what the message is – will it translate
        • - Are you trying to reach older Hispanic females in need of mammograms?
        • - Are you trying to get out a message on immunization to a broad based audience or a specific audience?
        • - Are you selling a product or service only to Spanish language dominant persons?
        • - Are you attempting to promote a service on diabetes to Native Americans?
    • 6. Understand Your Audience
      • Research Upfront
      • Research Some More
      • Know your target audience inside and out
      • Know what they want
      • Deliver a message with relevance and authenticity
      • Deliver in the medium they want and expect
      • Deliver in a language they identify with and relate to
    • 7. Understand Your Audience
      • Can you reach the target audience through other avenues (Public Relations or Internet) or by sending the message to a broader target?
      • Do you have to split your marketing dollars in order to reach the Spanish language, Native American or African American audiences?
        • Can you reach these audiences by running General Market ads and spots?
        • Should you reach these audiences by running General Market ads and spots?
    • 8. Sample Campaigns
      • Show Television Reel
      • English and Spanish spots
      • Traffic Safety Bureau
      • United Way
      • United Blood Services
      • St. Joseph Healthcare
      • ARCA
      • United Way
      • San Felipe Casino Hollywood
    • 9. Broadcast Reel Explanation
      • Traffic Safety Bureau – Same spot, direct lift of English
      • United Way – Translation of English Script
      • United Blood Services – English TV, Spanish Radio
      • St. Joseph Healthcare – English TV only
      • ARCA – Spanish Translation of English Script
      • United Way – Translation of English Script
      • San Felipe Casino Hollywood – English :60
        • - NOTE: Spanish :30 not complete yet
    • 10. Sample Campaigns – Let’s Begin With… United Blood Services – Phase 1 Let’s begin with an English driven campaign that reaches many ethnicities with a relevant message driven by photography - Campaign is English driven but has a Spanish language component - Be a Hero Campaign
    • 11. Sample Campaigns – Let’s Begin With… United Blood Services – Phase 1 - Diversity and ethnic touch stones shown through photograph (crowd of people) - Woman on tree stump arms outstretched represents “every person” - Guy on skateboard – younger audience, less corporate looking
    • 12. Sample Campaigns
      • United Blood Services – Phase 2
      • Campaign depth broadened to encapsulate more people – English only for the U.S. – Spanish language in New Mexico
      • Cultural Diversity shown in the photographs
      • - Asian waiter, African American at airport, Native American on escalator,
      • All age demographics represented in the photographs
      • - Mature woman on bench, older man on tractor, kid on vespa, college age students eating
    • 13. Sample Campaigns
      • United Way – 2002/2003
      • Campaign produced in English and Spanish
      • - Television/Radio
      • - Print
      • - Outdoor
      • - Collateral
      • All media outlets banded together to promote United Way of Central New Mexico
      • #1 UWA in the United States per capita growth for all metropolitan chapters
    • 14. Sample Campaigns
      • United Way – 2002/2003
      • Reasons for using Spanish language media
      • Reach the largest consumer audience possible (business owners, employees, everyday, garden variety consumers)
      • Share stories of New Mexican’s with New Mexican’s in order to make a consumer connection
      • Raise the funds needed for United Way - Millions
    • 15. Sample Campaigns United Way of Central New Mexico Print and Outdoor Examples El Hispano – Newspaper Albuquerque Journal/Tribune – English and Spanish Clear Channel Outdoor – English/Spanish
    • 16. Sample Campaigns
      • United Way of Central New Mexico
      • Reasons for using Spanish Language Media
      • Leave no audience out of the mix
      • Build awareness for the Community Fund with all people
      • Let minority audiences know that they can be helped and that they can help – put them in a position of empowerment
    • 17. Sample Campaigns
      • New Mexico State Tourism
      • Print Examples
      • gerencia de viajes – Ad (The Spanish Language Travel Management Magazine)
      • - Advertorial was New Mexico art and culture so the ad is a museum/culture based ad
      • NOTE: The cover of the magazine is the Balloon Fiesta
      • gerencia de viajes – Ad
      • - Golf is big for group planning – matching advertorial on golf in New Mexico
    • 18. Sample Campaigns New Mexico State Tourism Print Examples turistampa – Ad (Tourism Industry Magazine for Mexico City) - Ad is about art and culture discussing the natural arts and inspiration that can be found in many forms in our state – local artist
    • 19. Sample Campaigns
      • New Mexico State Tourism
      • Reasons for Using Spanish Language Media
      • Targeted audience of Meeting and Convention Planners
      • Targeted media – Mexico City Industry Travel Publication
    • 20. Sample Campaigns Inn of the Mountain Gods Print Examples Campestre Juarez – Ad - Championship Golf Course NORTE de Ciudad Juarez – Ad - Casino Tournament Ad
    • 21. Sample Campaigns
      • Inn of the Mountain Gods
      • Reasons for using Spanish language media:
        • - A large portion of the audience base is Spanish speaking
        • - Target wealthy, upper class Spanish- enjoy luxuries in life (golf, resorts, shopping and casino gaming)
        • - El Paso and Juarez markets reached through print and radio as complimentary media
    • 22. Sample Campaigns
      • Inn of the Mountain Gods
      • Reaching the Target Audience
          • - Retail campaign for the casino and golf has already begun with Spanish language only print ads
          • - Unusual, normally launch with English first or English and Spanish simultaneously not Spanish first
    • 23. Sample Campaigns PNM Print/Collateral Examples El Hispano – Call Before you Dig Ad Collateral – PNM Service Brochure Collateral – Budget Billing Brochure
    • 24. Sample Campaigns
      • PNM
      • Reasons for using Spanish Language Media
      • Important to touch all segments of the utility audience with these messages
      • Messages are relevant to the target (HCM)
      • Imparts information that will be used by all segments of the utility audience
    • 25. Sample Campaigns
      • New Mexico Traffic Safety Bureau
      • Print/Collateral Examples
      • School Posters – English and Spanish
      • Print Ads – Spanish and English
      • *Broadcast television and radio produced in Spanish and English for DWI, Underage Drinking and Driving as well as Seat Belt Use
    • 26. Sample Campaigns
      • New Mexico Traffic Safety Bureau
      • Reasons for using Spanish Language Media
      • Message is relevant to all consumers in New Mexico
      • Localized for use in predominantly Spanish neighborhood papers and schools
      • These ads are about family, kids, safety and education which all resonate in the HCM
    • 27.
      • Let’s Discuss
      • The Hispanic Consumer Market
    • 28. First Things First: Latino or Hispanic?
      • Both are acceptable and most people use them interchangeably
      • There are a few differences:
        • Latino is more current terminology, more in fashion
        • Latino is more inclusive
          • Includes Brazilians, who are not Hispanic
        • Most Latinos use the term to describe themselves
    • 29. Why Market to Latinos? The Face of America is Changing!
    • 30. Hispanic population is growing at 3x the National rate.
    • 31. Hispanic buying power has increased 30% in last five years. $700 Billion Projected $1 Trillion by 2010 $$
    • 32.
      • The 3 L’s:
        • Large
        • Lucrative
        • Loyal
      U.S. Latinos: A Marketer’s Dream
    • 33. A Large and Growing Population 2000 Census Reveals…
      • Hispanics are the largest and fastest-growing ethnic group in the U.S. Since 1990:
        • population grew 58% vs. 13% for non-Latinos
      • 37 million Latinos now live in the U.S.
    • 34. U.S. Latino Population is Exploding… Source: Strategy Research Corp. 2002 Latino Population in Millions
    • 35. By the Year 2020… Source: 2000 U.S. Census One in five U.S. residents will be Latino One in five U.S. residents will be Latino
    • 36. In Albuquerque…one of every 2.5 Source: 2000 U.S. Census
    • 37. Top 15 U.S. Latino Markets by Population Source: U.S. Census 2000
    • 38. Lucrative Potential of the Latino Market
    • 39. U.S. Latino Buying Power ($ Billions) $208 $289 $452 Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, August 2000; July 2002 $630 $926 (proj.)
    • 40. Fountain of Youth?
      • Latino population is the youngest of all ethnic groups
        • Their prime income-earning years are ahead of them
        • Opportunity to establish brand preferences now
      • Mean age by ethnicity:
        • Latino 27.9
        • African American 32.0
        • Asian 32.6
        • White 38.6
      Source: U.S. Census 2000
    • 41. Fountain of Youth? Source: Strategy Resource Corp. 2002
    • 42. The “Latinization” of America
      • As of 2001, tortillas outsell bagels 2:1
      • Jos é was the number one name for baby boys born in Texas last year, and nationally, José hit #30
      • The hottest food trend is “Latin fusion”
      • Salsa sales eclipse ketchup sales by 40%
      • The top three surnames for new home buyers in California in 2001 were Hernandez, Fernandez and Gonzalez
    • 43. Latinos Influence USA
        • The Hispanic presence has enriched USA with food, media, entertainment and culture
      Source: Yankelovich Hispanic Monitor 2000
    • 44. Latin Entertainment is ¡ Caliente! (Hot!)
      • Latin music is enjoyed by the masses
        • Shakira, Enrique Iglesias, Mark Anthony and Ricky Martin record in both English and Spanish
      • Latin award shows are emerging:
        • Latin Grammy’s
        • Latin Emmy’s
    • 45. Reaching Latinos Effectively
    • 46. Language Use and Preferences Source: Strategic Research Corp. 2002 Language most comfortable speaking Language spoken at home Source: Strategy Research Corp. 2002
    • 47. Reaching Consumers in Spanish Works!
      • Awareness
        • Communication in Spanish is 61% more effective at increasing awareness than communication in English
      • Recall
        • 57% more Hispanics will recall a product/service message when they receive it in Spanish
      Source: Roslow Research 2000
    • 48. But It’s More than Just Spanish… ñ
    • 49. It’s About Reaching Them with Relevance
      • It’s necessary to connect with target consumers
        • Emotionally
        • Rationally
        • Intellectually
        • Culturally
      • To connect in these ways, you must know about their level of acculturation
    • 50. Acculturation, Not Assimilation
      • Assimilation:
        • A group leaves culture and customs behind and adopts culture and customs of another group
      • Acculturation:
        • A group adopts or borrows customs and traits from another culture
    • 51. Acculturation is Defined as…
      • “ Change resulting from contact between cultures”
      • “ The process by which people adopt or borrow customs and traits from another culture”
      • “ A merging of cultures as a result of prolonged contact”
      • “ Mutual influence of different cultures in close contact”
      Source: “Acculturation” Microsoft Encarta Online Encyclopedia 2000 Strategy Research Corp. Webster New World Dictionary, Third College Edition
    • 52. Key Indicators of Acculturation
      • Language
      • Values
    • 53. UNACCULTURATED ACCULTURATED Collectivism Success: Family/group satisfaction Obedience/ attached to traditions Cooperation/ respect Fatalism Avoidance of direct confrontation Class distinction/ authority Individualism Success; Personal Achievement Freedom/ open to change Competition Control over destiny Assertiveness/ aggressiveness Equality Latino Acculturation Values (L.A.V.s.)™ UNACCULTURATED ACCULTURATED
    • 54. Acculturation Among Hispanic Adults 18+ Source: Strategic Research Corp. 2002 Source: Strategy Research Corp.
    • 55. Albuquerque is Highly Acculturated Market
      • Top 3 Most Acculturated Markets in U.S.:
        • San Antonio
        • Albuquerque
        • San Francisco
    • 56. Acculturation Among HA 18+ -Albuquerque Source: Strategic Research Corp. 2002 Source: Strategy Research Corp.
    • 57. Factors Influencing Acculturation
      • Employment
      • Length of Residency in U.S.
      • Language Use/Preference (home and work)
      • Birthplace of Parents
      • Education
      • Generation U.S. Born (1 st , 2 nd , 3 rd , etc)
      • Media Preferences (Spanish or English)
      • Values and Attitudes
    • 58.
      • Thank You