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Reaching Untapped Markets

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    • 1. Reaching Untapped Markets in the US Targeting the Hispanic and Other Non-native English Speaking Markets
    • 2. How to contact me John Watkins President ENLASO Corporation [email_address] Tel: (208) 672-8500 x95
    • 3. Why we are here
      • Understanding different cultures in the US
      • Madeleine Albright started it:
        • An address to the UN in 1996: Cuban jet fighters downed two unarmed civilian planes from Miami, she said, "Frankly, this is not cojones, this is cowardice."
      • Volkswagen got it wrong controversy in NY, LA and Miami
    • 4. Overview
      • Key terms
      • Identifying the market demographics
      • Understanding the audience
      • When to translate
      • Implementing effective strategies (Examples)
    • 5. Key terms
      • Locales – Combine place, culture, and local language.
      • Globalization – Establish a plan to communicate a message or product to different locales.
      • Internationalization – Create the “product” so that it can be easily applied to each locale.
      • Localization – Modify the source product for each locale.
      • Translation – Convert text from a source language into target languages.
      • Interpretation – Simultaneous or sequential translation of the spoken word.
      Globalization Internationalization Localization
    • 6. Key terms, continued
      • Spanish An Iberian romance language spoken by over 350 million people worldwide. The official language of more than 20 countries (and “official/unofficial” recognition in one state in the US – New Mexico). Includes 9 other closely related languages. Hispanic refers to a derivation from Spain, its people and culture.
      • Indo-European Languages Includes most languages of Europe and the Indic languages of India. These include the Germanic, Scandinavian, Romance, Baltic, Slavic, Iranian, Hindi, and Urdu languages.
      • Asian and Pacific Island languages Chinese, Korean, Japanese, Vietnamese, Hmong, Khmer, Lao, Thai, Tagalog.
      • Other languages Includes Uralic (Hungarian), Semitic (Arabic & Hebrew), African, and native North American languages along with indigenous languages of Central and South America.
    • 7. Demographics (1)
      • US population – By language spoken
    • 8. Demographics (2)
      • By English Ability
      Note: Limited English means they self-ranked their English ability at less than “speaking very well” Data: US Census Bureau, 2000
    • 9. Demographics (3)
      • Population by Geography, by Language Spoken
      Data: US Census Bureau, 2000
    • 10. Demographics (4)
      • Population growth by language family
      Data: US Census Bureau, 2000, by self-identified language 56% 6,960,065 4,471,621 Asian Pacific 14% 10,017,989 8,790,133 Indo-European 62% 28,101,052 17,345,064 Spanish % Change 2000 Population 1990 Population Language
    • 11. Demographics (5)
      • Projections to 2050
        • The US population continues to become more racially and ethnically diverse…
      Note: By racial origin, rather than self-identified language, US Census released August, 2008 Update: Time Magazine, September 2008, reports that influx has dropped from 1.8M in 2006 to 512K in 2007 as a result of economic changes in the US ~15,500,000 ~46,700,000 2000 Population Growing from 5.1% to 9.2% ~40,600,000 Asian origin Grow from 15% to 30% of US ~132,800,000 Hispanic origin % of Population 2050 Population Language
    • 12. Demographics (6)
      • Hispanic population origins
        • Spanish-speakers are the predominant market with ~50% of the foreign born US population coming from Central & South America
          • 34.5% from Central America
          • 9.9% from Caribbean
          • 6.6% from South America
        • ~60% of the US Spanish-speaking population comes from Mexico
      Data: US Census Bureau, 2000
    • 13. Demographics Summary
      • Nearly 50% of all non-English speaking households speak English less than “very well”
      • Some metro areas have majority populations who do not speak English very well
      • Both the Hispanic and Asian-Pacific populations have increased over 50% in 10 years
      • The Hispanic population is the largest non-English speaking group in the US with ~60% of Mexican heritage
    • 14. Understanding the Audience
      • Focus on the US Hispanic Market
        • Demographics show that the Hispanic market predominates in the US non-English speaking market space ->50%
        • >40% of new jobs have gone to Hispanic workers: 2.4M jobs since May 2005, nearly 1M to the Hispanic workers.
        • Growth rate of the Hispanic consumer market
          • Spending growth rate of 7.7% per year – three times the average US household value
          • Average spending is 106% of income
          • Current spending nearly $700B, $250B from “low income” populations
          • Projected to $1T by 2010
        • Over 2M small and midsize Hispanic-owned U.S. businesses, growing 7.6% per year, total revenues of $485B by 2010
      Sources: HispanicBusiness.com, US Small Business Administration
    • 15. Understanding the Audience
      • Hispanic population  homogenous language
        • Most requested foreign language is Spanish; however,
        • Regional differences in vocabulary (Mexican, Cuban, Puerto Rican…)
        • Related languages (Iberian origin languages and Central American indigenous languages)
    • 16. Understanding the Audience
      • Assimilation and integration
        • Original Assimilation Model
          • Three generations result in cultural assimilation
          • Holds true for smaller population groups
        • New model
          • Reduced assimilation
          • Supported by large populations sharing a common culture (e.g., California, Texas, Florida)
          • 80% of US Hispanic population retains Spanish language
        • Integration of Spanish & English (Spanglish)
        • Spanish remains primary language for many adults
    • 17. Understanding the Audience
      • Same word, different meanings
        • Agenciero: Guat. and Perú diligent // Cuba and Mex. removal agent // Argent. lottery seller // Vulg. Chile. money lender
        • Apendejarse: Col., Pan. and Sto. Dom. to go soft in the head // Cuba, Nicar. to get scared
        • Apensionar: to impose a tax or pension // Col., Chile, Mex and Perú to become sad
        • Droga: drug // Fig. Col. and Ecuad. Annoying or bothersome person or thing // Canarias, Navarra, Mex. Debt
        • Tiznado: blackened // Central America drunk person
        • Cartucho: cartridge // Chile (vulg) sexually inexperienced
        • Pico: beak, peak // Chile (vulg) male genital // Col. kiss // Mex. picos = running shoes
        • Guagua: Chile baby // Cuba bus
        • Banqueta: stool // Mex. Sidewalk
      Examples thanks to Spanish Back Office (spanishbackoffice.com)
    • 18. Understanding the Audience
      • Overseeing the Spanish language evolution
        • La Real Academia Española
        • Contributions from committees in every Spanish speaking country
        • Aids in creating standardized Spanish with accepted regional terminology
      • Impact of education
        • >50% Latin American Hispanics in the US do not have a high-school diploma
        • Reliance on regional vocabulary
      Education demographics provided by the US Census, 2000
    • 19. Effective Strategies
      • Current Status
        • Common Sense Advisory research on Online retailers responses to Spanish enquiries:
          • ~25% of companies respond to Spanish-language questions on Web forms / emails
          • Of those, ~55% responded in Spanish, but only ~26% were useful
          • Some got all replies correct: Abebooks, Art.com, Chadwick’s, Crutchfield, Drugstore, Fresh Direct, Home Depot, JC Whitney, Musician's Friend, Omaha Steaks, Quixtar, Real Music, Scholastic, Sears Holding, Sharper Image, Sportsmen’s Guide, and Zappos
        • Impact of immigration reform
        • State requirements (e.g., medical/prescription info)
        • Periodic debate for US “National Language”
      Experiment described in their study “Reach America’s e-Latinos – Otra Vez” by Don DePalma, May 2007 See also www.commonsenseadvisory.com
    • 20. Effective Strategies
      • Reaching the audience
        • The US Hispanic market is large and growing
        • Companies are just beginning to reach these markets, spending $3.3B for market of $700B
        • People prefer to hear your message in their native language (new immigrants and first generation)
        • Translation could be a wise investment, but not a monolithic approach to the Hispanic market
    • 21. Effective Strategies
      • What is communicated
        • Globalization defines the market strategy
        • Internationalization engineers source product development so that it can be localized
      • Verbal/Aural information – Interpretation
      • Printed information – Localization & Translation
    • 22. Effective Strategies
      • Interpretation
        • Spoken content from source language to target language
          • In person
          • Telephone-based (connections in ~1 minute)
        • Predominates in Healthcare and Legal applications
        • Project characteristics
          • On-demand service
          • Reliance on technological infrastructure
          • Fast-paced, 24/7 service
        • Vendor characteristics
          • Appropriate skills with interpretation resources
          • Availability
          • Cost
    • 23. Effective Strategies
      • Interpretation examples
        • Hospitals
          • Patient registration
          • Physician assistance
        • Legal
          • Interviewing & depositions
          • Court testimony
        • Voice mail systems
          • “Press 1 for English, Press 2 for Spanish”
          • Connect to Online interpretation
    • 24. Effective Strategies
      • Localization
        • Customize content and “packaging” for other locales
          • Multiple language support in one product (e.g., software and support content)
          • Unique product “look and feel” in each language (e.g., locale-specific Web sites, consumer products)
        • Project characteristics
          • It is new: Naiveté of localization customer (not used to thinking about Non-English speaking consumers)
          • Large number of small projects
          • Fast turn around
          • Less expensive (US resources)
          • Targeting correct market (language base and reading level)
        • Vendor characteristics
          • Experience with US Non-English speaking market
          • Understanding of language needs (which Spanish for what market)
          • Linguistic resources with appropriate marketing, legal, medical, educational background
          • Capability to execute QA with appropriate US-market representatives
    • 25. Effective Strategies
      • Localization examples
        • Product materials
          • Packaging
          • Installation instructions
          • User manuals
        • Retail
          • Web site support
          • Store signs
        • Customer surveys
        • HR materials
          • Employee enrollment
          • Benefits information
          • Memoranda
        • Legal & Financial
          • Notices
          • Disclosures
          • Agreements
    • 26. Examples
      • Restaurants – McDonald’s
        • Icons
        • US Hispanic Market
        • High turnover
        • ESL employees
        • Hispanic marketing
    • 27. Examples
      • Business-to-Business HP
        • In spring 2004, established a division devoted to U.S. Hispanic
        • Surveyed customers for marketing preferences (mail)
        • Mailed Spanish Catalogs
        • Dedicated online portal to US Hispanic business market
    • 28. Examples
      • Consumer Products Scotts (e.g., Miracle Gro)
        • Packaging materials with bilingual instructions
    • 29. Examples
      • Legal Loan Origination Agreement
    • 30. Examples
      • Medical Consumer
        • Healthwise ( www.healthwise.org )
        • Helping consumers make effective wellness decisions
        • www.kp.org/health
    • 31. Conclusion
      • Demographics
        • Increasing presence of Non-English speakers in the US
        • Spanish speakers predominate
      • Understanding the Market
        • Hispanic market is not homogenous
        • Significant market size with remarkable growth rate
      • Effective Strategies
        • Communicating with the audience is a primary step
        • Interpretation
        • Localization/Translation
    • 32. Further information
      • US Census Bureau: www.census.gov
      • Hispanic Business Web site ( www.hispanicbusiness.com )
      • Common Sense Advisory ( www.commonsenseadvisory.com )
      • MultiLingual Magazine ( www.multilingual.com )
      • ENLASO white paper http://www.translate.com/Language_Tech_Center/Articles/Marketing_to_the_Hispanic_Market.aspx http://www.translate.com/Language_Tech_Center/Articles/Spanish_Speakers_in_the_US.aspx
      • McDonalds icon case study http://www.translate.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_Case_Study.pdf
    • 33. Thank you! Any questions?
    • 34. Contacts
      • John Watkins (208) 672-8500 x95 [email_address]