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+ Creating Relevant Messages for Hispanic Audiences June 6, 2011
+ Overview Hispanic audiences view the world — and your messaging — through their own cultural filter. This filter is formed by language, religion, culture, country of origin, acculturation and other shared experiences.
+ Language Usage Characteristics g g g First language learned to speak Spanish 85% English 15% g Language most comfortable speaking Spanish 62% English 26% Both 12% Language spoken most frequently at home Spanish 70% English 21% Both 9% Source: U.S. Hispanic Market Study, SRC
+ Advertising Effectiveness g Among bilingual Hispanics… English ads are 38% less effective than Spanish ads in terms of recall; English ads are 70% less effective than Spanish ads in terms of persuasion; and English d E li h ads are 27% l less effective than S ff i h Spanish ads i terms of i h d in f communication. Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study
+ Language Preferences g g Recent numbers from a Simmons national survey on U.S. Hispanics’ language preferences: 22% use only Spanish y p 32% use mostly Spanish 10% are fully bilingual 22% use mostly English 14% use English only Slicing and dicing it in different ways we can see that, in one g g y , way or another, 86% use Spanish while 78% use English.
+ Translation vs. Transcreation Translation An accurate linguistic text transfer from one language into another Transcreation T ti The process of determining the suitability of an original creative message to an ethnic group, and if suitable, transferring the creative concept, not just the words, in an appropriate tone and graphic look Direct translations and usage of general market strategies tend to miss the emotional and culturally relevant elements. Some results will be there, but not with sales volume, strength and recall, that a truly culturally-attuned marketing and advertising effort can attain.
+ What happened??? pp Thank you for your Gracias por su tiempo y la atención durante la time and attention presentación de hoy. Soy during today s today’s optimista que encuentra que la ti i t t l presentation. I am información para ser útil. hopeful that you find the information to be useful. Thanks by its time and the attention during the presentation of today Myself today. am an optimist that finds that the information to be useful.
+ The U.S. Hispanic Market is p Different... Many companies limit their Hispanic marketing and outreach to one-dimensional efforts like the literal translations of general market campaigns. Marketers cannot simply transfer directly to the U.S. Hispanic market the conceptualizations or marketing strategies that work with the general market market. Manyfactors — historical, contextual, cultural, demographic, demographic financial — place Hispanic consumers in a different category.
+ Cultural Connectivity y Cultural insights and “connectivity” are critical to developing results-oriented messaging. The role of marianismo Cultural connectivity is the process of reaching a consumer via identity cues like: Values Traditions Religion Lifestyle Country of origin Degree of acculturation Language preference Appeal to all aspects of the consumer, not just his or her ethnicity.
+ Enculturation, Assimilation and , Acculturation Enculturation is the learning of a first culture; it tends to be pervasive and difficult to erase. Acculturation is the process by which individuals acquire a p y q second culture in addition to their first culture — adopting a new culture without denying one’s heritage. Assimilation suggests the abandonment of one’s first culture in gg favor of a second culture — essentially losing one’s language, customs, traditions and ties to one’s homeland. U.S. Hispanics tend to “adopt and adapt” to customs and habits in the U.S. without shedding traditions and value systems. One factor consistently ignored in many Acculturation Models is the struggle people face when trying to adapt to a new culture. Psychological and cultural tension g
+ Tecate Billboard Ad “Call me insensitive but I thought the ad was catchy… I couldnt see what the big deal was all about. Then, after talking to a few of my female colleagues and acquaintances, I realized the ad was mostly upsetting to U.S.-born Latinas. Most of the foreign-born Latin American women (myself included) did not feel one bit offended, or simply didnt think it was worth much discussion.” — Laura Martinez, bilingual journalist and editor
+What’s Next for Metro?
+ Being strategic… g g To whom are we talking? The campaign is aimed at Spanish-preferred Hispanic households within Washington County. g y Seventy-seven percent of Hispanics in Washington, County speak Spanish. Many of these individuals hail from many parts of Mexico, y yp including Oaxaca and Acapulco. They may earn a meager living and many already reuse many of their resources out of necessity rather than concern for the environment. i This practice of reusing resources will be of great use to Metro — it serves as a strong foundation to create a campaign for fostering and increasing these habits habits.
+ Being strategic… g g What is the audience’s current mindset? Members of this audience tend to come from low-income families and were raised to get the most use out of certain resources. As a result, they already understand the benefits of recycling for economic reasons. Since these behaviors of reuse and sorting garbage to separate items of value are common, continued use and education on additional ways this group can reuse their resources and adapt other sustainable habits will be the most impactful. impactful Metro must also consider that many of these individuals originate from countries where pollution and litter are prevalent, and since waste is not seen here, they may assume that it’s not a problem. it s This serves as a great opportunity to understand how recycling impacts the environment. Research tells us that a majority of the audience would like information on how to recycle and what to recycle.
+ Being strategic… g g Why are we creating this message? Hispanidad has been tasked with creating an outreach campaign focused on reaching Hispanic households to educate them about g p the benefits of the organization’s sustainability initiatives. Ultimately, Metro would like to increase awareness and participation among this group to recycle, reduce the use of toxins, and increase the use of alternative travel options, such as walking, biking and taking public transit. Behavior change is the ultimate goal.
+ Creative Direction
+ Creative Direction
+ Top 5 Observations for Metro p 1. Don’t assume that all Hispanics understand the “why” behind green behaviors. Likewise, the motivations to participate can be different, too. 2. Keep in mind that you may not represent this target audience, so approach communication touch-points with curiosity and a willingness to learn! 3. Not everything needs to be translated! 4. You can develop culturally- and linguistically-relevant messaging without compromising your brand. 5. 5 Partnering with an expert will help you avoid painful missteps!
+ … and 5 more tips for free! p 1. Break it down and keep it simple. 2. Think about what motivates this audience Saving time Saving money Doing what’s best for my family 3. Don’t go near a web translation site! 4. Think about how you will get Spanish materials into the hands of the target audience. f i 5. Consider all touch-points, i.e., web, events, call center, materials, staff, etc. ate a s, sta , etc
+Top 5 Hispanic MarketMisconceptions
+ Misconception #5 p Hispanics love soccer, drive trucks, wear taco hats and belt buckles, eat , burritos and say: ”Ay Chihuahua!"
+ Misconception #5 p Hispanics love soccer, drive trucks, wear taco hats and belt buckles, eat , burritos and say: ”Ay Chihuahua!" N ! No! Hispanics are not one monolithic Hi i t lithi consumer segment — these consumers are represented by 21 t db different countries of origin.
+ Misconception #4 p Hispanics don’t have computers, so there’s no point in marketing to them p g on the Internet.
+ Misconception #4 p Hispanicsdon’t have computers, so there’s no point in marketing to them on the Internet. According to Google, “there are 46 million Hispanics and 30 million of them are online.” Hi Hispanics i are 58% more lik l t click on search likely to li k h ads, compared to the general population. Six out of 10 Hispanics made a purchase in a store as a result of seeing online advertisements.
+ Misconception #3 p “Hispanics are poor and since they don’t have much disposable income, p , what’s the point of marketing to them?”
+ Misconception #3 p “Hispanics are poor and since they don’t have much disposable income, what’s the point of marketing to them?” U.S. Hispanics possess more than $1 trillion in spending p p g power. Moreover, Hispanicsrepresent the largest middle-class segment in the U.S. and 88% have a household income of $50,000+. $50 000+
+ Misconception #2 p “I don’t see the point in hiring an agency… I took two y g y years of Spanish p in college and, besides, the janitor double-checks it to make sure it’s right.”
+ Misconception #2 p “I don’t see the point in hiring an agency… I took two years of Spanish in college and, besides, the janitor double- checks it to make sure it’s right.” ProperSpanish translation (and transcreation) should be handled by an agency with ATA-certified linguistic experts or y risk looking foolish. p you g
+ Misconception #1 p “Ourbusiness goals are being met without any focus on Hispanics, so y p , why should we change our marketing?” g
+ Misconception #1 p “Ourbusiness goals are being met without any focus on Hispanics, so why should we change our marketing?” h ld h k ti ?” According g to Census numbers, there’s a real possibility that your current consumer base is slowly being replaced by a younger, Hispanic demographic if younger demographic… you wait, you risk losing an enormous opportunity.
+ Contact Info Laura Sonderup Victoria Mendoza 303.239.5235 303.239.5246 email@example.com firstname.lastname@example.org