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Discover the Right Approach to Engage Hispanics

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How to find out how Hispanics are impacting your brand and 3 ways to engage them. Includes industry examples.

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Discover the Right Approach to Engage Hispanics

  1. 1. © 2014 DIAZ & CO. Hispanic Experts, Inc. Discover the Right Approach to Engage Hispanics Sandra Diaz, President www.diazandco.com info@diazandco.com (646) 580-5842
  2. 2. © 2014 DIAZ & CO. Hispanic Experts, Inc. Why Engage Hispanics?
  3. 3. © 2014 DIAZ & CO. Hispanic Experts, Inc. Break Through The Clutter You can reach Hispanics using mainstream tactics But… You will not differentiate and grow sales unless you engage Hispanics 3
  4. 4. © 2014 DIAZ & CO. Hispanic Experts, Inc. Big Enough to Impact Your Business 4 U.S. Hispanic Buying Power = $1.5 Trillion Huge segment, market as large as Canadian economy
  5. 5. © 2014 DIAZ & CO. Hispanic Experts, Inc. Should You Worry About Engaging Hispanics?
  6. 6. © 2014 DIAZ & CO. Hispanic Experts, Inc. How much of your business comes from “dark green” areas? 6 Quintiles High ~40% Hispanic Above Average ~20% Hispanic Below Average ~9% Hispanic Low ~5% Hispanic Very Low ~2% Hispanic Source: Nielsen Pop-Facts, 2011
  7. 7. © 2014 DIAZ & CO. Hispanic Experts, Inc. Do you measure business performance in high vs. low Hispanic areas? 7 This brand must engage Hispanics because highly Hispanic stores are negatively impacting brand sales and growth
  8. 8. © 2014 DIAZ & CO. Hispanic Experts, Inc. What % of your Target Market is Hispanic? • Home Depot shoppers • B2B – Cleaning Pros • B2C – Home Owners 8 40% of Home Depot stores are “Hispanic” 17% of 1-Person Cleaning Companies are Hispanic 9% are Hispanic
  9. 9. © 2014 DIAZ & CO. Hispanic Experts, Inc. How much do Hispanics spend on your category vs. non-Hispanics? 9 And, how much are competitors in your category spending to engage Hispanics?
  10. 10. © 2014 DIAZ & CO. Hispanic Experts, Inc. Approaches to Engage Hispanics
  11. 11. © 2014 DIAZ & CO. Hispanic Experts, Inc. 3 Approaches to Engage Hispanics 11 Targeted Address Unique Hispanic Needs and Experiences Rely on Mainstream What Works For Everyone Works For Hispanics Cross-Cultural Address Hispanic Needs/Experiences Alongside Those of Other Segments
  12. 12. © 2014 DIAZ & CO. Hispanic Experts, Inc. Advertising Examples Targeted ads/brands are rarely relevant to other segments or the mainstream audience • Telcel AMERICA wireless plan to call Mexico Cross-cultural ads are suitable to run in mainstream media, since everyone can relate • StateFarm Latino features three different fan segments in one ad • RadioShack ad speaks to mainstream but is led by Hispanic insights • Advertising adaptations (shadow shoots) are also a form of cross-cultural messaging – one insight applies to multiple groups – Clairol Nice n Easy “Kate” English :30 – Clairol Nice n Easy “Sara” Spanish :30 (Puerto Rico) – Clairol Nice n Easy “Sara” Spanish :15 Rely on Mainstream includes ad translations, which is OK to do if Hispanic attitudes and usage are similar to mainstream • Sears President's Day Sale ad 12
  13. 13. © 2014 DIAZ & CO. Hispanic Experts, Inc. Other Examples 13 Targeted Address Unique Hispanic Needs and Experiences
  14. 14. © 2014 DIAZ & CO. Hispanic Experts, Inc. Events/Social Media Hashtag With Uniquely Hispanic Meaning to Educate and Entertain 14
  15. 15. © 2014 DIAZ & CO. Hispanic Experts, Inc. Uniquely Hispanic Memes on Social Media 15 Hispanic Celebrity Imitates Latin American Accents Site Visitors Guess Which Country They Belong To
  16. 16. © 2014 DIAZ & CO. Hispanic Experts, Inc. Uniquely Hispanic Experiential Marketing 16 Classical Music Rendering of Traditional Latin American Music and Nursery Songs
  17. 17. © 2014 DIAZ & CO. Hispanic Experts, Inc. Other Examples 17 Cross-Cultural Address Hispanic Needs/Experiences Alongside Those of Other Segments
  18. 18. © 2014 DIAZ & CO. Hispanic Experts, Inc. 18 I’m on a diet… but one (churro) is OK State Farm – Abuela Tips Social Media That Mixes Hispanic Cues With Situations That Everyone Understands
  19. 19. © 2014 DIAZ & CO. Hispanic Experts, Inc. 19 Assorting Store Shelves With Mainstream Items That Highly Appeal To Hispanics
  20. 20. © 2014 DIAZ & CO. Hispanic Experts, Inc. Other Examples 20 Rely on Mainstream What Works For Everyone Works For Hispanics
  21. 21. © 2014 DIAZ & CO. Hispanic Experts, Inc. Website translations are OK but need to deliver same experience in both languages 21
  22. 22. © 2014 DIAZ & CO. Hispanic Experts, Inc. Process: Tactical vs. Strategic • Hispanic as a Tactic within Mainstream Strategy – Develop initiatives after establishing mainstream plans – Marketing or outreach-focused, minimal process impact • Total Market Strategy – Overarching brand strategy that considers and integrates needs of diverse segments from planning to execution – Impacts internal processes beyond marketing 22
  23. 23. © 2014 DIAZ & CO. Hispanic Experts, Inc. Key Takeaways
  24. 24. © 2014 DIAZ & CO. Hispanic Experts, Inc. Key Takeaways • You could reach Hispanics in mainstream but must engage them to differentiate • Can you afford to ignore Hispanics? Check First! – Geography – % Hispanics in Target Market – Hispanic spending in Category – Competitive pressure • Hispanic impact/importance drives – Approach to Engage Them – Changes to Internal Processes 24
  25. 25. © 2014 DIAZ & CO. Hispanic Experts, Inc. Want to Find Out The Best Approach For Your Brand? Click Here to Take the Quiz! info@diazandco.com (646) 580-5842
  26. 26. © 2014 DIAZ & CO. Hispanic Experts, Inc. APPENDIX
  27. 27. © 2014 DIAZ & CO. Hispanic Experts, Inc. Which to Use – Hispanic or Latino? 27

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