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.

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.