“To Sell me is to Know me”
 The In-culture Approach
  Multi-Cultural Equity Conference
Overview
                                      Exponential
                                       Market Growth
         ...
Exponential Market Growth

   “America is a growing dynamic country whose
   population will increase 50% over the next 5...
“True size” of Hispanic Market in 2003?
                                44.1 million*
 Estimated income, over 665
  Billi...
Presentation
   Overview
                                      Exponential
                                       Market ...
Historic “un-even” Population Growth
       Impacts Marketing Profoundly
   Millions
         70
         60
         50
 ...
Why does it matter?
Historic “un-even” Population Growth
        Impacts Marketing Profoundly
    US born
• First, second, third
  generation...
Historic “un-even” Population Growth
       Impacts Marketing Profoundly
    US born
   • Brand, category “mature”
   • H...
Historic “un-even” Population Growth
       Impacts Marketing Profoundly

  US born
             • Culturally closer to “...
A different Latin Youth!




omoreno@hotmail.com   408.656.2498   11
Presentation
              Overview
                                      Exponential
                                   ...
In-culture “LatinUSA”

    Not an American nor a Mexican, nor
     Caribbean nor ….
       A unique - and large - market
...
The “New” Latina/o




omoreno@hotmail.com   408.656.2498   14
What Is Culture?
 “Culture may be defined as the system
    of social institutions (the family),
    traditions, values an...
Acculturation
  “Process of integration of native values
    with those of host country”
   A process that involves many ...
Hispanic vs. Anglo Value
          Orientation Differences
         Hispanics                      Anglos
   Part of fami...
Use Latino Cultural Imperatives

                                       Familismo
                                       (...
Familismo
        Pillar of the Hispanic culture
        Includes extended family
         Emphasis on group and relati...
Machismo
A complex belief, value system
     Defines self and social image (“macho”) and role
     Protector of family, ...
Marianismo
   Flip side of Machismo
        Defines traditional role of Hispanic
        woman
        How she “must” t...
Chicoismo
   “Child is King”
        Emphasizes dependency
        Over protection
        Parental role is “all
      ...
Message Relevance

     “A message must convey the
     emotional significance of the
     sentence, in addition to the
  ...
Presentation
                         Overview
                                      Exponential
                        ...
How to Manage?
       Learn what is different about the
            Hispanic consumer
       Determine how to capture
  ...
Influencers?
         Latino Youth „unique
          culture‟ is next wave to
          infiltrate GM culture,
          t...
How to Manage?
    Segment your Hispanic Market
    For example, use language segmentation
                       Spani...
How to Manage?
    Use In-culture Age Segments 2000
    Los Bebés/Los Niños (0-9)                  18 %
    Generation Ñ...
Hispanic Boomers




omoreno@hotmail.com     408.656.2498     29
How to Manage?
    Segment by country of birth and
     descent (and age upon arrival)
    Mexican                      ...
How to Manage?
 Promotions
  - Communicate location of stores clearly
     via mass media (print);
  - Train staff on how...
How to Manage?
Use culture in Communications
            Babies: birth, christening
            Children: birthday, First...
How to Manage?
     Use models/talent that look/feel Latino
     Talk to “Hispanic emotional buttons”
     Take advanta...
How to Manage?
 Product Selection
         - Find out nationality of Latinos in
             your stores’ zip-code and
  ...
How to Manage?
       - Use culture to select products
     - If Mexicans, (or Cubans, or other) are
       dominant, merc...
How to Manage?
At point of interaction …
       Use “in-language” signage
         (imagine you are in foreign country!)
...
How to Manage?
“Entertain” the children (or the husband?)
 A small candy will go a long way!
 Always show/express “respe...
Presentation
   Overview
                                      In Sum….




omoreno@hotmail.com   408.656.2498           ...
“Use culture In-Culture”!
   Culture  is the “programming”
    that sets up our values, beliefs,
    expectations, etc.
 ...
“Culture is our Programming”
  In-culture segmentation strategies
  consider:
            Country of origin (Dominant, ot...
How to go about?

      Study your branch, or store’s 20-30 mile radius
          for “cultural insights”
         Consi...
How to go about?
 Use free on-line marketing data
       US Census 2000 data and others
       Annual CPS reports and m...
How to go about?

  Hire Hispanic marketing and advertising
         “X- perts” as you would for your non-
         Hispa...
Muy Buena
 Suerte!!!


               Orlando Moreno
             omoreno@hotmail.com
                 408.656.2498
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Branding In Culture

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Branding In Culture

  1. 1. “To Sell me is to Know me” The In-culture Approach Multi-Cultural Equity Conference
  2. 2. Overview  Exponential Market Growth  Un-even Growth and In-culture  How to ….? omoreno@hotmail.com 408.656.2498 2
  3. 3. Exponential Market Growth “America is a growing dynamic country whose population will increase 50% over the next 50 years. Almost 90% of that increase will be in the minority community, and this is where the emerging markets will take place in America. It is clear that both Fortune 1000 companies and minority business need to pay attention to this growing population.” William M. Daley U.S. Secretary of Commerce, 2000 omoreno@hotmail.com 408.656.2498 3
  4. 4. “True size” of Hispanic Market in 2003? 44.1 million*  Estimated income, over 665 Billion!!!  Projected growth in 12 months ?  2.1 Million new Hispanic consumers!  65 billion more in income!  Half a million new Hispanic households! omoreno@hotmail.com 408.656.2498 4
  5. 5. Presentation Overview  Exponential Market Growth  Un-even Growth and In-culture  How to ….? omoreno@hotmail.com 408.656.2498 5
  6. 6. Historic “un-even” Population Growth Impacts Marketing Profoundly Millions 70 60 50 40 3rd+ Generation 30 2nd Generation Foreign Born 20 10 0 1995 2000 2005 2010 2015 2020 2025 Source:The Urban Institute, Washington DC, 1998, in Valdes, I., Marketing to American Latinos, Part 1, 2000 omoreno@hotmail.com 408.656.2498 6
  7. 7. Why does it matter?
  8. 8. Historic “un-even” Population Growth Impacts Marketing Profoundly  US born • First, second, third generation • Mostly English Dominant – some Bilingual • Marketing savvy  Foreign born • Recent arrivals vs. Long-term • Mostly Spanish Dominant - many Bilingual • Advertising, information “hungry” omoreno@hotmail.com 408.656.2498 8
  9. 9. Historic “un-even” Population Growth Impacts Marketing Profoundly  US born • Brand, category “mature” • Have emotional connection with brands • Retail and shopping savvy  Foreign born • Brand heritage with emotional connection – brand known in country of origin • No brand heritage - “unknown brands” – lack of emotional connection omoreno@hotmail.com 408.656.2498 9
  10. 10. Historic “un-even” Population Growth Impacts Marketing Profoundly  US born • Culturally closer to “American” culture • Varies by degree of acculturation • Some (exception) do not identify as Hispanic  Foreign born • Many “Hispanic Traditional” • Younger generation closer to mainstream • Critical mass of Hispanics influences process omoreno@hotmail.com 408.656.2498 10
  11. 11. A different Latin Youth! omoreno@hotmail.com 408.656.2498 11
  12. 12. Presentation Overview  Exponential Market Growth  Un-even Growth and In-culture  How to ….? Use culture In-Culture …. omoreno@hotmail.com 408.656.2498 12
  13. 13. In-culture “LatinUSA”  Not an American nor a Mexican, nor Caribbean nor …. A unique - and large - market that can be easily segmented based on cultural parameters! In-culture market segmentation strategies are a tested road to success!! omoreno@hotmail.com 408.656.2498 13
  14. 14. The “New” Latina/o omoreno@hotmail.com 408.656.2498 14
  15. 15. What Is Culture? “Culture may be defined as the system of social institutions (the family), traditions, values and beliefs that characterize a particular social group (country or community) and which are systematically transmitted to succeeding generations.” omoreno@hotmail.com 408.656.2498 15
  16. 16. Acculturation “Process of integration of native values with those of host country”  A process that involves many generations  Not achieved by all individuals at the same speed  Certain values are held for many generations (e.g.: Familismo - “Share of Heart”) omoreno@hotmail.com 408.656.2498 16
  17. 17. Hispanic vs. Anglo Value Orientation Differences Hispanics Anglos  Part of family  Individuals  Family, friends  Ourselves, community institutions  Differences,  Everyone the “respect” same omoreno@hotmail.com 408.656.2498 17
  18. 18. Use Latino Cultural Imperatives Familismo (Family Centered) Family Unity is Imperative Machismo Marianismo Chicoismo (Man‟s role) (Woman‟s role) (Children‟s role) Leads Keeps family Family legacy Provides together omoreno@hotmail.com 408.656.2498 18
  19. 19. Familismo  Pillar of the Hispanic culture  Includes extended family  Emphasis on group and relatives  Family’s (group) well being take precedence over individual  Must provide and sacrifice for All omoreno@hotmail.com 408.656.2498 19
  20. 20. Machismo A complex belief, value system  Defines self and social image (“macho”) and role  Protector of family, provider, honor, virility, manly, courageous  Protector and respectful of women  Can have extreme and negative “expressions” omoreno@hotmail.com 408.656.2498 20
  21. 21. Marianismo  Flip side of Machismo  Defines traditional role of Hispanic woman  How she “must” think and behave  She must “sacrifice,” (the more the better) omoreno@hotmail.com 408.656.2498 21
  22. 22. Chicoismo “Child is King”  Emphasizes dependency  Over protection  Parental role is “all powerful”  Not expected to think nor provide for him/her self  “Reparatory” behavior omoreno@hotmail.com 408.656.2498 22
  23. 23. Message Relevance “A message must convey the emotional significance of the sentence, in addition to the phonetic message, in order to convey the “full” message” omoreno@hotmail.com 408.656.2498 23
  24. 24. Presentation Overview  Exponential Market Growth  Un-even Growth and In-culture  How to Manage? omoreno@hotmail.com 408.656.2498 24
  25. 25. How to Manage?  Learn what is different about the Hispanic consumer  Determine how to capture ”Share of Heart” in your line of business omoreno@hotmail.com 408.656.2498 25
  26. 26. Influencers? Latino Youth „unique culture‟ is next wave to infiltrate GM culture, the same way rap became huge with suburban kids omoreno@hotmail.com 408.656.2498 26
  27. 27. How to Manage?  Segment your Hispanic Market  For example, use language segmentation  Spanish-Only  Spanish-Preferred  No preference/Bilingual  English-Preferred/Only omoreno@hotmail.com 408.656.2498 27
  28. 28. How to Manage? Use In-culture Age Segments 2000  Los Bebés/Los Niños (0-9) 18 %  Generation Ñ (10-19) 17 %  Latinos/Latinas (20-39) 38 %  Latin Boomers (40-59) 24 %  Los Grandes (60 +) 9% omoreno@hotmail.com 408.656.2498 28
  29. 29. Hispanic Boomers omoreno@hotmail.com 408.656.2498 29
  30. 30. How to Manage?  Segment by country of birth and descent (and age upon arrival)  Mexican 58 % (20.6 M)  Puerto Rican (continent) 10 % ( 3.4 M)  Cuban 4 % ( 1.2 M)  Other Hispanic 28% (10 M)  Puerto Rican (Island) 3.8 million omoreno@hotmail.com 408.656.2498 30
  31. 31. How to Manage?  Promotions - Communicate location of stores clearly via mass media (print); - Train staff on how different the shopping experience is for foreign-born Hispanics omoreno@hotmail.com 408.656.2498 31
  32. 32. How to Manage? Use culture in Communications Babies: birth, christening Children: birthday, First Communion Teens: Quinceaňera, birthday Romance: anniversaries Religion: Holydays omoreno@hotmail.com 408.656.2498 32
  33. 33. How to Manage?  Use models/talent that look/feel Latino  Talk to “Hispanic emotional buttons”  Take advantage of the emotional power of Spanish language across acculturation segments  Add Latino and/or “Latino friendly” employees omoreno@hotmail.com 408.656.2498 33
  34. 34. How to Manage?  Product Selection - Find out nationality of Latinos in your stores’ zip-code and merchandize accordingly - E.g: Use the 3 to 5 mile radius geo- demographic reports provided omoreno@hotmail.com 408.656.2498 34
  35. 35. How to Manage? - Use culture to select products - If Mexicans, (or Cubans, or other) are dominant, merchandize accordingly vendors from these countries, - select their colors, styles, accessories, gift items, (more than language!) - Work with buyers sensitive cultural “likes and dislikes” omoreno@hotmail.com 408.656.2498 35
  36. 36. How to Manage? At point of interaction … Use “in-language” signage (imagine you are in foreign country!)  Highlight new products, services - Assume many are new to a large % of adult Hispanics - “Show Me”, versus “Tell Me” omoreno@hotmail.com 408.656.2498 36
  37. 37. How to Manage? “Entertain” the children (or the husband?)  A small candy will go a long way!  Always show/express “respect” E.g., Mr. Mrs.  Create simple floor plans/maps to help locate the products in the store omoreno@hotmail.com 408.656.2498 37
  38. 38. Presentation Overview  In Sum…. omoreno@hotmail.com 408.656.2498 38
  39. 39. “Use culture In-Culture”! Culture is the “programming” that sets up our values, beliefs, expectations, etc.  Use culture “In-culture” at every point of interaction with customers, vendors, employees omoreno@hotmail.com 408.656.2498 39
  40. 40. “Culture is our Programming” In-culture segmentation strategies consider:  Country of origin (Dominant, other)  Generation and age upon arrival  Language/s  Age cohorts, In-culture  Hispanic population density, etc. omoreno@hotmail.com 408.656.2498 40
  41. 41. How to go about?  Study your branch, or store’s 20-30 mile radius for “cultural insights”  Consider new market segments (e.g.: Spanish-Only, Bilingual segments)  Acculturation level (Language usage, country of birth, years in US, generational segment, etc.) omoreno@hotmail.com 408.656.2498 41
  42. 42. How to go about?  Use free on-line marketing data  US Census 2000 data and others  Annual CPS reports and many others  Identify syndicated research, “get to know your target” and benchmark before major ad campaigns  Plan and execute your marketing strategy with state of the art Geo-segmentation tools omoreno@hotmail.com 408.656.2498 42
  43. 43. How to go about?  Hire Hispanic marketing and advertising “X- perts” as you would for your non- Hispanic programs!  Do not cut corners and “forget” to conduct target consumer research  Dedicate a healthy budget “if you want to see results”! omoreno@hotmail.com 408.656.2498 43
  44. 44. Muy Buena Suerte!!! Orlando Moreno omoreno@hotmail.com 408.656.2498

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