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The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
The New Era of Marketing to Latino-Americans
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The New Era of Marketing to Latino-Americans

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Latino-Americans are more empowered in the U.S. today than ever before. As such, it's more important for marketers to connect to this demographic. This presentation walks through Troika's perspective …

Latino-Americans are more empowered in the U.S. today than ever before. As such, it's more important for marketers to connect to this demographic. This presentation walks through Troika's perspective on marketing to the growing Latino-American demographic.

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  • 1. The New Era of Marketing to Latino-Americans
  • 2. THE NEW ERA OF MARKETING TO LATINO-AMERICANS Latino-Americans are Record level of Latino voters drastically shaped the 2012 Presidential election Fastest growing ethnic minority in the U.S. One in two people added to U.S. population is Latino Latino-Americans constitute over half the population in major U.S. cities like New York and Miami Latino-Americans collectively own 44% more businesses than 10 years ago 2 more empowered than ever before: + + + + +
  • 3. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 3 There’s no doubt Latino-Americans are shaping the U.S culture. As such, marketing to this demographic has never been more important – or complicated.
  • 4. THE NEW ERA OF MARKETING TO LATINO-AMERICANS The Litmus Test for Marketing to Latino Americans 4 ask yourself “what’s hispanic about that?”
  • 5. THE NEW ERA OF MARKETING TO LATINO-AMERICANS The Litmus Test for Marketing to Latino Americans 5 If the answer is immediately apparent, it may be the wrong approach. Today, Latino cultures are so intertwined with U.S. culture, they have reached a point where cultural lines have blurred. We don’t market differently to groups such as Italian-Americans, so why do we still do so for Latino-Americans?
  • 6. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 6 If singling out Latino-Americans as different is the wrong approach, should we, as marketers, ignore the demographic? Of course not. THE NEW ERA
  • 7. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 7 The solution lies in appealing to the nuances and sensibilities of Latino cultures and lifestyles. It’s not about defining the consumer, it’s about relating to them. There’s a fine line between custom tailoring a message and segregating or isolating a consumer, and it’s through understanding a culture’s undertones – not obvious generalizations - where you truly connect with consumers and build trust. THE NEW ERA
  • 8. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 8 The oldest method of marketing to Latino-Americans was simple – language. Spanish was the low-hanging fruit, but today, translating a marketing message from English to Spanish is no longer enough. stories Yes, in some instances, language is still a utility for delivering the marketing message, but the sounds & identity are how we build connections THE NEW ERA
  • 9. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 9 Troika recently launched the first Spanish-language regional sports network in the U.S., Time Warner Cable Deportes, and had the opportunity to implement these philosophies first hand. The network launched simultaneously with its English-language counterpart, Time Warner Cable SportsNet, both of which hold exclusive rights to air Los Angeles Lakers and Galaxy games. Time Warner Cable Deportes Case Study
  • 10. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 10 Time Warner Cable Deportes We had the unique, and overdue, opportunity to empower the Latino-American sports fan by creating a highly localized experience. Case Study It was essential that we created a brand that communicated that the Lakers and Galaxy were How we delivered this brand message was through subtleties in tone & manner – an exploration led by Troika’s Hispanic Marketing Strategist Francisco Letelier. their team.
  • 11. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 11 Time Warner Cable Deportes The biggest dilemma came from whether to create Case Study brand in two languages We decided on the latter, aiming to delineate the two networks, but not enough to make either audience feel as though they are being treated differently. 1 distinct brands2 or a mix
  • 12. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 12 Time Warner Cable Deportes The logo and design concept, Case Study Latino audiences are typically more concerned with the raw emotion of the game (see ), while Americans tend to “Cover Story” anchored the creative behind both networks. However, it was through understanding of how each demographic consumes sports content that separated the Time Warner Cable SportsNet and Deportes experiences. GOOOOLLLLL! show more of an appetite for facts and statistics throughout a game. As such, game coverage, graphics, and in-game storylines were developed specifically to cater to these interests.
  • 13. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 13 Time Warner Cable Deportes Case Study Music also exemplifies the networks’ subtle delineations. The same musical score was created for Time Warner Cable SportsNet & Deportes. However, SportsNet’s music package was rooted in while Deportes’ music emphasized horns and trumpets string instruments After writing to dozens of tracks, it became apparent to us that when building the Deportes score, subtle hints of traditional Latin American music come across as more authentic than, say, something as obvious as a Mariachi.
  • 14. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 14 THE SAME, BUT DIFFERENT From 2000-2010 The U.S. Latino population rose – that’s a larger population than any Latin American country other than Brazil and Mexico. 43%to over 50 million people
  • 15. THE NEW ERA OF MARKETING TO LATINO-AMERICANS 15 It’s time to market to Latino-Americans in a new way; the same, but different. Clearly, Latino-Americans have a strong influence on American culture, and marketing to this demographic by highlighting obvious differences can feel unauthentic, and borderline ignorant. THE SAME, BUT DIFFERENT
  • 16. About Troika Troika is a brand consultancy & creative agency specializing in entertainment media. Based in Los Angeles, the agency has worked with top entertainment clients around the world, including ABC, FOX, The CW, Canal+ Group, ESPN, Time Warner Cable, EA Sports, Rogers Communications, and NBC Sports. Troika is actively engaged in building brands throughout the domestic and international Latin American market – from brand strategy through to design and production. The agency recently developed a new logo, brand identity, and launch campaign for Univision’s rebrand of Telefutura to UniMas, and created the brand positioning, tagline, logo, brand identity, and launch campaign for Televisa’s GalaTV – formerly Galavision. The agency has partnered with Telemundo, Turner Latin America, Globosat, Discovery Latin America, Time Warner Cable Deportes, TV Azteca, and Mun2.

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