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 <ul><li>Understanding different cultures in the US </li></ul><ul><li>Madeleine Albright started it: </li><...
Overview <ul><li>Key terms </li></ul><ul><li>Identifying the market demographics </li></ul><ul><li>Understanding the audie...
Key terms <ul><li>Locales  – Combine place, culture, and local language. </li></ul><ul><li>Globalization  – Establish a pl...
Key terms, continued <ul><li>Spanish An Iberian romance language spoken by over 350 million people worldwide. The official...
Demographics (1) <ul><li>US population – By language spoken </li></ul>
Demographics (2) <ul><li>By English Ability </li></ul>Note: Limited English means they self-ranked their English ability a...
Demographics (3) <ul><li>Population  by Geography, by Language Spoken </li></ul>Data: US Census Bureau, 2000
Demographics (4) <ul><li>Population growth by language family </li></ul>Data: US Census Bureau, 2000, by self-identified l...
Demographics (5) <ul><li>Projections to 2050 </li></ul><ul><ul><li>The US population continues to become more racially and...
Demographics (6) <ul><li>Hispanic population origins </li></ul><ul><ul><li>Spanish-speakers  are the predominant market wi...
Demographics Summary <ul><li>Nearly 50% of all non-English speaking households speak English less than “very well” </li></...
Understanding the Audience <ul><li>Focus on the US Hispanic Market </li></ul><ul><ul><li>Demographics show that the Hispan...
Understanding the Audience <ul><li>Hispanic population    homogenous language </li></ul><ul><ul><li>Most requested foreig...
Understanding the Audience <ul><li>Assimilation and integration </li></ul><ul><ul><li>Original Assimilation Model </li></u...
Understanding the Audience <ul><li>Same word, different meanings </li></ul><ul><ul><li>Agenciero: Guat. and Perú diligent ...
Understanding the Audience <ul><li>Overseeing the Spanish language evolution </li></ul><ul><ul><li>La Real Academia Españo...
Effective Strategies <ul><li>Current Status </li></ul><ul><ul><li>Common Sense Advisory research on Online retailers respo...
Effective Strategies <ul><li>Reaching the audience </li></ul><ul><ul><li>The US Hispanic market is large and growing </li>...
Effective Strategies <ul><li>What is communicated </li></ul><ul><ul><li>Globalization defines the market strategy </li></u...
Effective Strategies <ul><li>Interpretation </li></ul><ul><ul><li>Spoken content from source language to target language <...
Effective Strategies <ul><li>Interpretation examples </li></ul><ul><ul><li>Hospitals </li></ul></ul><ul><ul><ul><li>Patien...
Effective Strategies <ul><li>Localization </li></ul><ul><ul><li>Customize content and “packaging” for other locales </li><...
Effective Strategies <ul><li>Localization examples </li></ul><ul><ul><li>Product materials </li></ul></ul><ul><ul><ul><li>...
Examples <ul><li>Restaurants – McDonald’s </li></ul><ul><ul><li>Icons </li></ul></ul><ul><ul><li>US Hispanic Market </li><...
Examples <ul><li>Business-to-Business HP </li></ul><ul><ul><li>In spring 2004, established a division devoted to U.S. Hisp...
Examples <ul><li>Consumer Products Scotts (e.g., Miracle Gro) </li></ul><ul><ul><li>Packaging materials with bilingual ins...
Examples <ul><li>Legal Loan Origination Agreement </li></ul>
Examples <ul><li>Medical Consumer </li></ul><ul><ul><li>Healthwise ( www.healthwise.org ) </li></ul></ul><ul><ul><li>Helpi...
Conclusion <ul><li>Demographics </li></ul><ul><ul><li>Increasing presence of Non-English speakers in the US </li></ul></ul...
Further information <ul><li>US Census Bureau:  www.census.gov </li></ul><ul><li>Hispanic Business Web site ( www.hispanicb...
Thank you! Any questions?
Contacts <ul><li>John Watkins (208) 672-8500 x95 [email_address]   </li></ul>
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  • Reaching Untapped Markets

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