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"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publisher of Ocean Drive Español Magazine
 

"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publisher of Ocean Drive Español Magazine

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An in-depth look at Hispanic Market statistics as well as insights for marketers.

An in-depth look at Hispanic Market statistics as well as insights for marketers.

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  • Before we even get started, we're going to address one important thing right up front. What do you prefer, Hispanic or Latino? Take Poll. Compare with national survey. While Hispanic and Latino are often used interchangeably, the terms are not identical. The National Latino Survey found that In 2006, The National Latino Survey showed that 35% of those surveyed prefer the term "Hispanic" 13% preferred "Latino" 32% said that either term was acceptable 18% didn't care one way or another Sources: Pew Hispanic Research, www.pewhispanic.org "Hispanic" is "relating to or derived from the people, speech or culture of Spain or Portugal" while "Latino" refers specifically to people of "Latin-American" descent. Hispanic is an ETHNICITY not a RACE The Census tracks six races: White, Black, Asian, American Indian/Alaska Native, Native Hawaiian/Pacific Islander and "some other race" The 2000 census was the first time people could choose the term "multicultural" 48% of Hispanics identified themselves as "White only," 42% as "Some other race," 2% as "Black only," and 17% as "Two or more races"

"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publisher of Ocean Drive Español Magazine "U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publisher of Ocean Drive Español Magazine Presentation Transcript

  • U.S. Hispanic Market Insights
    • As of 2006, the market represented a total spending power of almost $800 billion
    • Spending power is estimated to grow to $1.2 trillion by 2011
    • Less media saturated
    • More likely to ACT on marketing messages
    • Must be addressed and engaged differently - require specialized strategies
    • Hispanics strongly influence popular culture
    • They are more brand-loyal
    • Media-mix will be different due to different media consumption habits
    • In 2004, 37% of non-Hispanic whites thought Latinos influenced everyone's lifestyle; now, it's 44%
    • “ Reverse Acculturation” phenomenon
    The challenges are great, but the opportunities are vast. U.S. Hispanic Market - Relevance Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Hispanic Market Weekly : " A Hispanic Vote For Advertising, September 24, 2007
  • Overview - Macro Perspective Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Latin Force Group, LLC, American Marketscape DataStream, 2008 Series. U.S. Hispanic Market Overview - Macro Change in Population 2000 - 2006
    • In 1967 the U.S. population was 200 million, in 2007 it is over 300 million
    • About 53% of the extra 100 million people are recent immigrants or their descendants
    • U.S. population growth is around .894%/year, the world's highest among developed countries
    • The U.S. Hispanic population grew over 3% between 2003 and 2004
    • Hispanics comprise the country's largest immigrant community
    • In 5 years, the US Hispanic population has grown 24%
    • Hispanics about 10 years younger than general market
    • There are about 45 million Hispanics in the USA.
    • Hispanics comprise about 15.5% of the US population
    • They are estimated to grow to over 25% by 2050
    • Population trending away from rural areas
    • Mean population center has moved West and South
    • Growth due to immigration plus higher birthrate
    • Age
    • The U.S. Hispanic population is substantially younger than the general population
    • Income
    • U.S. Hispanic income tends to be lower than general market income
    • Education
    • High-school education gap is close to general population, college isn't
    • Country of Origin Attachment
    • Native country influences food, music and other preferences,
    • Affects where immigrants settle in the U.S.
    • Consumer Spending
    • Purchasing habits
    • Acculturation & Language
    • Hispanics vary widely with respect to language preference and other acculturation indicators
    • Media Consumption Habits
    • Attitudes
    • Family, religion, politics and more
    U.S. Hispanic Market Overview - Population Growth & Characteristics Overview - Hispanic Market Overall Characteristics
  • Age U.S. Hispanic Market Population - Age Source: US Census Bureau, American Community Survey2005
  • Income U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Income
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Income
  • U.S. Hispanic Market Population - Age Education
    • As of 2006
    • 86% of all U.S. adults 25 and older have at least a high school diploma
      • 59.0% of Hispanics over 25 have a high school diploma or higher
    • 33.4% of the general U.S. pop over 25 has an associate's degree or higher
      • 16.0% of Hispanics have an associate's degree or higher
    • 25.3% of the general population over 25 has a college degree or higher
      • 10.7% of Hispanics over 25 have a college degree or higher
    • Source: Annual Social and Economic Supplement to the Current Population Survey (CPS), U.S. Census, 2006
    • Most Hispanic immigrants maintain some kind of connection to their native country through "transnational activities," which are: sending remittances, traveling back, or telephoning relatives, but the extent of their attachment varies considerably.
    • Of foreign-born Hispanics:
      • 9% do all 3 of these
      • 28% do none of these activities
      • 63% engage in 1 or 2 of these activities
    • There are significant differences by country of origin:
      • Colombians and Dominicans maintain more active connections than Mexicans
      • Cubans have the least contact
    • Source: Pew Hispanic Center
    Attachment to Country of Origin U.S. Hispanic Market - Attachment to Country of Origin
  • U.S. Hispanic Market Population - Age
    • Hispanic spending is substantial in all major categories
    • Difference from General Market due in large part to their youth and large family size
    • Top three categories for expenditures are:
      • Shelter & Insurance
      • Food & Beverage
      • Transportation & Insurance
    • Within the Food category, Hispanics over-index (spend more per household than the average multicultural household) in these categories:
      • Fresh Vegetables
      • Fish & Seafood
      • Fresh Fruits
      • Eggs
      • Beef
    • Natural foods
    • Emphasize quality
    • "Homemade"
    Consumer Spending Habits Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
  • Attitudes U.S. Hispanic Market Population - Age
    • Family
    • Health/weight
    • Gender
    • Religion
    • Success/achievement/future
    • Pride in culture/heritage
    • Country of origin
    • Politics
    • Education
    • Collectivism
    • "Destino"
    • Discrimination
    • Duality
    • Money/waste
    • Time
    Source: Pew Hispanic Center: National Survey of Latinos: Education, 2004 Source: Hispanic Marketing Insights Inspired by Latin American and U.S. Popular Literature," Holly McGavock, M.A., Felipe Korzenny, PH.D. at the Center for Hispanic Marketing Communication, Florida State University, 2007.
  • U.S. Hispanic Market Population - Age
    • Americanizado
    • English dominant (nearly no Spanish)
    • Born in the USA
    • Few Hispanic cultural practices
    • Nuevo Latino
    • English preferred (some Spanish)
    • Born in the USA
    • Some Hispanic cultural practices
    • Often "retro-acculturated"
    • Bicultural
    • Bilingual (or nearly)
    • Immigrated as child or young adult
    • Many Hispanic cultural practices
    • Hispano
    • Spanish preferred (some English)
    • Immigrated as an adult, in USA 10+ years
    • Predominant Hispanic cultural practices
    • Latinoamericano
    • Spanish dominant (nearly no English)
    • Recently immigrated as an adult
    • Primarily Hispanic cultural practices
    • Identify with home country more than USA
    Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Acculturation - Language & Beyond
  • U.S. Hispanic Market Population - Age
    • Americanizado
    • English dominant (nearly no Spanish)
    • Born in the USA
    • Few Hispanic cultural practices
    • Nuevo Latino
    • English preferred (some Spanish)
    • Born in the USA
    • Some Hispanic cultural practices
    • Often "retro-acculturated"
    • Bicultural
    • Bilingual (or nearly)
    • Immigrated as child or young adult
    • Many Hispanic cultural practices
    • Hispano
    • Spanish preferred (some English)
    • Immigrated as an adult, in USA 10+ years
    • Predominant Hispanic cultural practices
    • Latinoamericano
    • Spanish dominant (nearly no English)
    • Recently immigrated as an adult
    • Primarily Hispanic cultural practices
    • Identify with home country more than USA
    Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series 69% Acculturation - Language & Beyond
  • U.S. Hispanic Market Population - Age
    • Americanizado
    • English dominant (nearly no Spanish)
    • Born in the USA
    • Few Hispanic cultural practices
    • Nuevo Latino
    • English preferred (some Spanish)
    • Born in the USA
    • Some Hispanic cultural practices
    • Often "retro-acculturated"
    • Bicultural
    • Bilingual (or nearly)
    • Immigrated as child or young adult
    • Many Hispanic cultural practices
    • Hispano
    • Spanish preferred (some English)
    • Immigrated as an adult, in USA 10+ years
    • Predominant Hispanic cultural practices
    • Latinoamericano
    • Spanish dominant (nearly no English)
    • Recently immigrated as an adult
    • Primarily Hispanic cultural practices
    • Identify with home country more than USA
    Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series 59% Acculturation - Language & Beyond
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Acculturation & Socioeconomic Status
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Acculturation & Socioeconomic Status
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Acculturation & Country of Origin
  • U.S. Hispanic Media Consumption & Attitudes U.S. Hispanic Market - Media Consumption Habits
    • Roughly six in ten (59%) of Hispanics say they "enjoy looking at or listening to advertising,"
    • Compare that with 30 percent of non-Latino whites who feel this way
    • But only 25% of those surveyed feel that today's marketing is personally and culturally relevant to their lives
    • "Authenticity is required. The messages have to be real and relevant to the Hispanic consumer."
    • Hispanics' need for preserving cultural elements has heightened in the past 4 years:
      • In 2003, 48% of Hispanics surveyed said it is important to preserve music and songs
      • In the 2007 study, it was 62%
    • With food and beverage:
      • 36% of Latinos in 2003 said was important to preserve traditions
      • This year it was 61%
    • Language is important - but relevance and content are as or more important.
    • Key is CHOICE.
    • Source: Hispanic Market Weekly, "A Hispanic Vote For Advertising," September 24, 2007
  • U.S. Hispanic Media Consumption - TV U.S. Hispanic Market - Media Consumption Habits
    • 26 million Hispanics watch television in an average week
    • Broadcast television dominates Hispanic viewership (note lower cable service penetration)
    • Roughly 71% of Hispanics' television time is spent watching broadcast networks (vs. 58% of non-Hispanic males and 62% of non-Hispanic females'
    • Hispanics are equally likely to have satellite service – 25% vs. 24% of non-Hispanics
    • Spending on Cable TV to target Hispanics is growing faster than spending on network TV
    • Telenovelas don’t completely dominate Hispanics viewing preferences!
      • 68% of those surveyed indicate they watch news programs and political talk shows
      • 43% percent say they watch telenovelas
      • Game shows are the least popular format, only 11%
    • 55% of U.S. Hispanics watch television in both English and Spanish
    • 12% watch only in English
    • 31% exclusively in Spanish
    • 57% of the U.S. Hispanics born in other countries watch television in English
    • While almost 75% of those born in the U.S. watch Spanish-language television
    Sources: Hispanic Market Weekly: "What They're Watching," July 03, 2006; Hispanic Market Weekly, "Kagan Forecasts Great Growth For Hispanic Radio, TV" February 26, 2007; Hispanic Market Weekly: "Latinos Have Different Viewing Habits," June 26, 2006
  • U.S. Hispanic Media Consumption - Magazines U.S. Hispanic Market - Media Consumption Habits
    • Hispanics read magazines on par with (sometimes more than) the general population:
      • 85% of Hispanics read magazines
      • 47% trust the information in magazines
      • 43% trust magazine advertising
      • 73% say magazine ads give them idea about what to buy
    • Hispanic consumers view magazines as credible sources of information
    • They are more likely to act on advertising that appears in magazines than the overall population
    • They perceive magazines as inspirational and "aspirational"
    • View advertising in magazines as "part of the reading experience"
    • They read about 8.5 issues per month, similar to the U.S. average
    • The most avid Hispanic magazine readers are Spanish dominant
    • Hispanics are more likely to consider ads as a seamless part of the magazine
    • Less chance of saturation
    • Engagement
    Sources: Magazine: Magazine Publishers Association "Hispanic/Latino Profile" 2006; Hispanic Market Weekly "Magazines Score With Hispanics," September 18, 2006; Northwestern Reader Research Study, 2004.
  • U.S. Hispanic Media Consumption - Newspapers U.S. Hispanic Market - Media Consumption Habits
    • Hispanics read newspapers more faithfully than the general population
    • Most read in Spanish (only 20% are "heavy" or "somewhat heavy" general market paper readers)
    • Spanish-language newspapers have an average of 2.9 readers per copy (vs. 1.9 to 2.1)
    • Nearly every major Hispanic newspaper posts circulation growth
    • Less chance of saturation
    • The nearly 20 million Hispanic newspaper readers in the U.S. aren't going anywhere: Hispanic readers don't abandon their Spanish papers for English versions as they become acculturated
    • Content involving family/lifestyle information, local community news and store ads are especially important to the Hispanic market
    Sources: Associated Press, August 26, 2006; NAHP; Newspapers Association of America, Hispanic Press, NAHP, Dirks, Van Essen & Murray; TNS Market Development/ Hoy , NAHP; 2007 Newspaper Association of America " The Unique Audience of Hispanic Newspapers," NAA 2007 Markieting Conference, Las Vegas, prepared by Alloy Media + Marketing.
  • U.S. Hispanic Media Consumption - Radio U.S. Hispanic Market - Media Consumption Habits
    • Some research shows that radio content and ads are more trusted by and have a greater emotional connection with Hispanics than with general market listeners
    • A 2006 RAEL (Radio Ad Effectiveness Lab) study found that:
      • 32% Spanish-language radio listeners believe radio ads are fun (32%)
      • 15% of non-Hispanics believe they are fun
      • 33% believe ads are honest
      • 13% of non-Hispanics believe they are honest
    • Why?
      • There is less "fatigue" from marketing messages among the Hispanic market
      • Radio tends to be a good source of relevant information
    • Source: Hispanic Market Weekly: "A Stronger Connection, Receptivity To Radio Ads," October 09, 2006.
  • U.S. Hispanic Market - Media Consumption - Internet
    • 55% to 56% of US Hispanics have access to or use the internet (71% of general Market)
    • Between April 2005 and April 2006, over 1.6 million Hispanics came online for the first time
    • Just 1 in 3 Spanish-dominant Hispanics go online BUT they also represent the most growth
    • Online Hispanics are an “upscale mass market”
      • 56% are college educated
      • 21% are Spanish dominant
      • 27% bilingual
      • 52% English dominant
    • English or Spanish?
    • Strategies - portals
    • Content
    • Engagement
    • Relevance
    • Predictors of usage
    Sources: Synovate 2006 US Diversity Markets Report, Pew Hispanic Center, Internet Study March, 2007; comScore Media Metrix Study, April 2006; Hispanic Market Weekly "Online Activity Lags For U.S. Latinos" March 19, 2007 Source: ComScore Media Metrix U.S. Hispanic Media Consumption - Internet Hispanic Online Growth by Language April 05-April 06
  • U.S. Hispanic Market - Media Consumption - Internet Source: Jupiter Research "Marketing to U.S. Hispanics Online - Tapping Into A Young, High-Speed Audience." 2005 U.S. Hispanic Media Consumption - Internet
  • U.S. Hispanic Market - Media Consumption - Internet Source: Jupiter Research "Marketing to U.S. Hispanics Online - Tapping Into A Young, High-Speed Audience." 2005 U.S. Hispanic Media Consumption - Internet
  • U.S. Hispanic Market - Media Consumption - Internet Source: AOL 2006 Hispanic Cyberstudy U.S. Hispanic Media Consumption - Internet Hispanics who use the internet are increasingly relying on it to make purchasing decisions
  • U.S. Hispanic Market - Media Consumption - Internet U.S. Hispanic Media Consumption - Internet Source: AOL 2006 Hispanic Cyberstudy Overall, Hispanics tend to use the Internet in English. But this may be less a function of preference and more one of content availability. Many sites simply are not available in Spanish.
  • U.S. Hispanic Market - Media Consumption - Internet U.S. Hispanic Media Consumption - Internet
    • Highest internet penetration levels:
      • Miami
      • San Antonio
      • New York
    • Lowest internet penetration levels:
      • Pheonix
      • Dallas
      • Los Angeles and San Francisco
    • However, note absolute numbers:
      • Los Angeles - 50% of 4.6 million is a lot of Hispanics online!
    • Why relevant?
      • Identify the market
      • Identify media usage/preferences
      • Adapt the message to the media
    Source: AOL 2006 Hispanic Cyberstudy
  • Regional & State Perspective Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Latin Force Group, LLC, American Marketscape DataStream, 2008 Series. U.S. Hispanic Market Overview - Regional & State
    • Hispanics are concentrated in certain areas of the country - but growth is almost everywhere
    • California and Texas are the most populous states in the country
    • 49% of US Hispanics live in California (13.1 million) or Texas (8.4 million)
    • New Mexico has the highest proportion of Hispanics (43% of its population)
    • The Hispanic population of Los Angeles County is over 4.6 million
    • Most U.S. Hispanics are of Mexican descent - about 70%
    • Most U.S. Hispanics of Mexican heritage are concentrated in West and Southwest
    • Non-Hispanic whites are a minority in 315 counties, including some of the largest (LA, Chicago)
    • Non-Hispanic whites are a minority in California, Texas, New Mexico, Hawaii and DC
    • While the majority of Hispanics are concentrated in California, Texas, New York, Florida and Illinois, the fastest growing areas for Hispanic population are: Charlotte, Atlanta, Raleigh-Durham, Indianapolis, Orlando, Portland (OR), and Minneapolis.
  • Regional & State Perspective U.S. Hispanic Market Overview - Regional & State States with Greatest Population Growth
  • Top 25 States - Sorted by Number of Hispanics U.S. Hispanic Market Population - Top 25 States California Texas Florida New York Arizona Illinois New Jersey Colorado Source: Latin Force American Marketscape DataStream, 2008 Series
  • Top 25 DMAs - Sorted by Overall Size U.S. Hispanic Market Population - Age Source: Latin Force American Marketscape DataStream, 2008 Series
  • U.S. Hispanic Market Population - Age Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series Acculturation in Top 5 DMAs
    • Are you seeking employing Hispanic talent in key decision making roles?
    • Are you buying from Hispanic businesses?
    • Do you give back to the Hispanic community and support Hispanic-friendly public policy?
    • Does your company mirror the demographics of the consumer base with the employee population?
    • Do you ensure wage and benefits equity with the overall employee population?
    • Do you track and monitor promotion and attrition rates of Hispanics?
    • Do you invest in programs that address issues of concern to the Hispanic community?
    • Do you set standards and monitor Hispanic employment practices of vendors?
    • Does the company track vendor expenditures to Hispanic demographic groups?
    • Can you award more contracts to Hispanic vendors?
    • Does the company develop Hispanic vendor capacity by providing access to capital, assistance, and opportunities?
    • Will you target and develop at least one Hispanic vendor into their top ten-vendor list?
    • Source: Hispanic Association of Corporate Responsibility
    U.S. Hispanic Market Population - Corporate Commitment Committing to the Hispanic Market - From the Inside Out
  • U.S. Hispanic Market - Food Preferences
    • Case Studies - Pizza Patr ón
    • Mission/message : " Committed to serving Hispanic core customers"
    • Product : Inexpensive Pizza
    • Placement : Predominantly Hispanic communities
    • Promotions :
      • From "A Good Deal" to "Más Pizza, Menos Dinero"
      • "Buy pizzas with pesos" and "Bienvenido Paisano"
      • El Patrón (the Boss) - a fedora-topped, mustached man
      • Franchise look and feel: shed references to Italy,
      • Spanish/bilingual staff, advertising and marketing
    • Price : Inexpensive ($4.99)
    • Result : growth in sales, but also backlash
    • Source: brandchannel.com, Alycia de Mesa, August 6, 2007
  • U.S. Hispanic Market - Food Preferences Source: Advertising Age, January 8th, 2007; Google Video
    • Case Studies
    • Mission/message : "For your Future"
    • Product : Hybrid vehicle
    • Promotions/methodology :
      • TV Ads
      • Superbowl placement (25% of Hispanics over 18 watch)
      • Address relevant issues: Family, education, future, language
      • Notice no mention of specific numbers - mileage, horsepower
      • Emotional appeal
    • Result: Camry registrations grew 32% among Hispanics
  • U.S. Hispanic Market - Food Preferences
    • Case Studies - Republican National Campaign, 2004
    • Purpose: Raise support for Republican party among "Latinos"
    • Messages/touchstones/tactics :
      • History
      • Pride in culture/heritage
      • Family - "Comes first, helps one another"
      • Values - "Strong, conservative values"
      • Religion
      • Economic success
      • Work ethic
      • Education
      • Interviews
    • Result: According to the National Elections Pool (NEP) exit poll, President Bush garnered 44 percent of the Hispanic vote (Kenski and Kenski 2005). In 2000, Bush won 31 percent (Connelly 2004).
      • Source: brandchannel.com, Alycia de Mesa, August 6, 2007
  • U.S. Hispanic Market - Food Preferences
    • Case Studies
    • NFL: Sought to increase interest among Hispanics
    • Placement : Telemundo game coverage, 2006 game in Mexico City
    • Promotions :
      • Spanish sportscasting by Alvaro Martin
      • 24 Hispanic players on roster in 2006
      • Fantasy Football in Spanish (can choose)
      • Madden NFL video game being released in a bilingual edition
      • NFLatino.com launched in 2006 - includes areas geared toward beginners, Hispanic player diaries and interactive polls
    • Result : 2006 Mexico City game, first ever outside USA, drew league's LARGEST CROWD for any game.
  • U.S. Hispanic Market - Food Preferences
    • Product : Subcompact, appeal to stylish creative spirit
    • Promotions :
      • MundoYaris.com - mix music, create ring tones online
      • Yaris Design Lab - make films, music and art
      • Language - CHOOSE
      • Made relevant - mobile content, music, language
      • Alternative career fair
      • Win an Ozomatli performance at home
      • TV, Print, Radio in English-language outlets (SíTV, Urban Latino Magazine)
      • Links to Mun2, Yahoo Film Festival, chat rooms, blogs, showroom
    • Result : From unknown to 30% share of entry-level subcompact segment in Hispanic market.
    Case Studies Toyota Yaris - Target Nuevo Latino, "young Latino trendsetters leading the way in a new, multicultural world"
  • U.S. Hispanic Market - Food Preferences Summary
    • There really is no "Hispanic Market"
    • Hispanic Market is not a monolithic bloc
    • Like the general market, it is a collection of several sub-segments
    • Big differentiators are age, income, education, attitudes…
    • Most can be captured by "Acculturation" level
    • Then layer with additional knowledge: country of origin, tastes, consumer habits
    • Strategy is: Don't try to speak to the entire market with one message, in one language
    • When marketing, find the right media vehicles then develop the right message
    • Don't rely on rational appeals in marketing, an emotional appeal is likely to be more successful
    • Examine how your company internally reflects its commitment to the Hispanic market
    • Stick to it. There's no where to go but up.