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Reaching Untapped Markets
 

Reaching Untapped Markets

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Reaching Untapped Markets Reaching Untapped Markets Presentation Transcript

  • Reaching Untapped Markets in the US Targeting the Hispanic and Other Non-native English Speaking Markets
  • How to contact me John Watkins President ENLASO Corporation [email_address] Tel: (208) 672-8500 x95
  • 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
  • Overview
    • Key terms
    • Identifying the market demographics
    • Understanding the audience
    • When to translate
    • Implementing effective strategies (Examples)
  • 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
  • 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.
  • Demographics (1)
    • US population – By language spoken
  • 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
  • Demographics (3)
    • Population by Geography, by Language Spoken
    Data: US Census Bureau, 2000
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 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)
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Examples
    • Restaurants – McDonald’s
      • Icons
      • US Hispanic Market
      • High turnover
      • ESL employees
      • Hispanic marketing
  • 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
  • Examples
    • Consumer Products Scotts (e.g., Miracle Gro)
      • Packaging materials with bilingual instructions
  • Examples
    • Legal Loan Origination Agreement
  • Examples
    • Medical Consumer
      • Healthwise ( www.healthwise.org )
      • Helping consumers make effective wellness decisions
      • www.kp.org/health
  • 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
  • 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
  • Thank you! Any questions?
  • Contacts
    • John Watkins (208) 672-8500 x95 [email_address]