Marketing on the Hispanic Market
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Marketing on the Hispanic Market

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Get ready, the hispanic boom is coming to the Seattle Tacoma DMA.

Get ready, the hispanic boom is coming to the Seattle Tacoma DMA.

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Marketing on the Hispanic Market Marketing on the Hispanic Market Presentation Transcript

  • MARKETINGTO THEHISPANIC MARKETAre you ready for theNew Generation? Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle May 25th, 2010
  • Get Ready, the How long do you haveHispanic Boom is to secure this market?coming About 5 years.to theSeattle Tacoma DMA Presented by Rebecca Lambert 1 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • The biggest misconceptionscan keep your businessfrom prospering. Top 10 Hispanic Stereotypes - Laziness / taking a siesta - Alcoholism - Being illegal immigrants / taking American jobs - "Talk funny" (i.e. - with an accent) or can’t speak English - Many children - Eat only Mexican food - Very religious - Wearing sombreros - Work as day laborers - Drive tricked out cars Presented by Rebecca Lambert 2 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • The Baby Boomer Generation and what it means to your business.The US population age 65+ in 2010 = 40 million people. By 2040 that number will equal 80 million people. This will put a tremendous burden on our infrastructure, taxes, health care, home sales. Presented by Rebecca Lambert 3 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Why we need our minority populations.We need them educated, and we need themstrong.50 % of all the new births are to minority families. Hispanicsnow total 50 Million andby 2037 there will be 100 million.By 2047 minorities will become the majority.The "Latin Wave" is bigger than the baby boomer generation. Ninety-five percent ofHispanics consume some form of Spanish language media. This phenomenondemonstrates that Hispanics actively seek out Spanish language media because it isrelevant to them. Presented by Rebecca Lambert 4 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Hispanic students equal an average of 15%of the total student population in our schools. Transitional School District % Bilingual Auburn 18% 11.9% Bethel 12.7% 1.2% Burlington-Edison 30.6% 0.9% Chehalis 10% 2.5% Clover Park 20% 9.8% Elma 9.4% 4.6% Federal Way 19.2% 12.8% Fife 14.2% 9.4% Franklin Pierce 13.5% 12.4% Highline 31.6% 21.3% Kent 13% 15% Mount Vernon 49.5% 23.5% Grandview School District Mukilteo 14.6% 15.7% Ocean Beach 11.5% 2.8% in Eastern Washington is Puyallup 8.5% 3.0% 87.2% Hispanic. Renton 17.7% 14.2% San Juan Island 10.1% 4.5% Seattle 11.5% 12.1% Shelton 16.3% 6.8% Transitional/Bi-lingual are students Tacoma 14.2% 7.2% being instructed in Spanish or ESL courses Tukwila 24.6% 34.6% Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf Yelm 7.6% 1.1% Presented by Rebecca Lambert 5 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Presented by Rebecca Lambert6 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • General Population Figures.71% growth from 2000!Washington State: 11.2%Total Hispanic population: 757,900Eastern Washington: Yakima County: 109,470 Franklin County: 40.004Wesstern Washington: Seattle/Tacoma: 9% or King County: 172,378 Pierce County: 72,849 Snohomish County: 64,249 Presented by Rebecca Lambert 7 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Pierce County Population. Hispanic Place 2010 pop 2000 pop (of any race)Algona 3,014 2,460 15.9%Federal Way 89,306 83,259 16.2%Fife 9,173 4,784 17.4%Fort Lewis 11,046 19,089 16.3%Lakewood 58,163 58,211 15.3%Midland 8,962 7,414 17.6%North Fort Lewis 2,699 15.8% Presented by Rebecca Lambert 8 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Who are youtrying to reach?Spanish-language advertising is 45percent more effective than Englishadvertising in reaching thisconsumer segment.For main message recall,commercials in Spanish yield 56percent higher comprehension, andcommercials in Spanish are fivetimes more persuasive in creatingan "intent-to-purchase" attitude.Relationship marketing is also important. Hispanics respond well to people who, "make themfeel part of the family," and who extend themselves to provide excellent customer service. Presented by Rebecca Lambert 9 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Generation Equis.Age 25 – 64.English Speaking. Highly acculturated.Professionals, Home Owners. Credit andbank users.Already have established brand loyalty, verybrand conscious.Already highly adapted to technology. How to reach them? In English. Presented by Rebecca Lambert 10 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • New Americans and SecondGeneration LatinosAge 18 – 35.Bi-Lingual speaking. White collarworkers and Students.Home Owners and Renters. Use cash,but have credit and bank accounts.Highly brand loyal and trendy.Fastest growing user of NEWtechnologies. How to reach them? In English and Spanish. Presented by Rebecca Lambert 11 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • New Immigrants.Age 12 – 35.Spanish speaking. Blue collar workers.Renters.Use cash and money orders. Have little brandrecognition but are looking to adapt. Rapidlyadapting to technology to keep themconnected back home. How to reach them? In Spanish. Presented by Rebecca Lambert 12 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Understanding the CultureMeans understanding what is important to us:Three Kings DayOn January 6th, this event celebrates the three Kings arrival in Bethlehem,toys are given to children, and a Rosca, or bread is shared with a baby Jesus inside.QuinceañeraLa Quinceañera - the celebration of a Latinas fifteenth birthday.This is a religious as well as a social celebration.PascuaEaster Holy week. Includes Palm Sunday, Vespers of Darkness, Maundy Thursday,Good Friday,Holy Saturday, Easter Sunday…No Bunny, No Jelly Beans.Grito de Dolores (Diez y Seis de Septiembre)Also known as Diez y Seis de Septiembre (September 16th), celebrating whenFather Miguel Hidalgo y Costilla made the cry for Mexicos freedom from Spain.Día de los Niños(April 30) A holiday recognizing children as the center of the Latino family.Day of the Dead (Día de los Muertos)All Hollows Eve and All Saints Day. A day to celebrate Ancestorsand lost loved ones. Presented by Rebecca Lambert 13 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • What can reaching out Latinos dofor your business? Presented by Rebecca Lambert 14 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • Have you sent out the invitation?Marketing Rules for reaching thisSegment:Make a Commitment.Be Open.Be Honest.Be Engaging.Be Consistent.Be Frequent.Be Patient. Presented by Rebecca Lambert 15 of 15 Northwest Regional Executive Adelante Media Group Seattle
  • THANK YOU Presented by Rebecca Lambert Northwest Regional Executive Adelante Media Group Seattle