Hispanic Marketing Polvora Advertising

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Introduction to Hispanic Marketing and Advertising

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Hispanic Marketing Polvora Advertising

  1. 1. HEAR OF THE VOICE50+ MILLION CONSUMERS
  2. 2. OUTLINE • Demographics • Who is the Hispanic Consumer • Reaching the Hispanic Consumer • Behaviors • Trends • Finances © 2011 Pólvora Advertising. All Rights Reserved. 2
  3. 3. DEMOGRAPHICS© 2011 Pólvora Advertising. All Rights Reserved. 3
  4. 4. DEMOGRAPHICS Question: How many Hispanics reside in the US, including the undocumented? © 2011 Pólvora Advertising. All Rights Reserved. 4
  5. 5. DEMOGRAPHICS Answer: Today’s True US Hispanic Population Is Estimated At Over 50.6MM Census 51,130,679 Projected for 4/1/11 2010 U.S. Census / Undocumented estimate: 2010 PEW Research Center © 2011 Pólvora Advertising. All Rights Reserved. 5
  6. 6. DEMOGRAPHICS Hispanics are fueling population growth now and for the decades to come 75% 69% of growth 61% of growth 52% of growth of growth U.S. Census 2008 Projections © 2011 Pólvora Advertising. All Rights Reserved. 6
  7. 7. LATINOS DEMOGRAPHICS… Population US Hisp. Pop. – Est.: 50.6 MM % of Total Pop.: 16.3% = 1.6 X Canada’s total pop. = or the sum of Portugal, Holland, Denmark, Sweden, Norway and Ireland = #2 Latino Population in World only behind Mexico National Composition Mexican………………. 59% Puerto Rican……………10% Cuban…………………. 3% Dominican…………….. 3% Other…………………… 25%Source: 2010 US Census; Pew Hispanic Center, CIA World Factbook & Claritas 2010 Release/ U.S. Census American Fact Finder © 2011 Pólvora Advertising. All Rights Reserved. 7
  8. 8. DEMOGRAPHICS More 2010 US Census Data May: Demographic Profiles August: Age, Race and Ethnicity breakdowns © 2011 Pólvora Advertising. All Rights Reserved. 8
  9. 9. Only 10 Years Ago We Spoke of LatinosEntering Mainstream America TODAY, LATINOS AREINFLUENCING AMERICA © 2011 Pólvora Advertising. All Rights Reserved. 9
  10. 10. Jimmy Astronaut Joe Acabá, SC Justice Sotomayor Luis Aguilar, SEC Commissioner Mark Sanchez, Athlete George Javier Bardem Sofia Vergara, Actress Robert Rodriguez, Shakira Director JLo America Ferrera Penelope Cruz Actress Zoe Saldana, Enrique Iglesias David Archuleta, Singer Ricky A-Rod © 2011 Pólvora Advertising. All Rights Reserved. Carolina Herrera Dara Torres, Olympiad / Author Oscar Junot Diaz10
  11. 11. HISPANIC GROWTH Question: Do You Know What Are the Most Popular Surnames in U.S.? © 2011 Pólvora Advertising. All Rights Reserved. 11
  12. 12. HISPANIC GROWTH Answer: Top 10 most common surnames in the U.S. Based on 2000 Census 1. Smith 2. Johnson 3. Williams 4. Brown 5. Jones 6. Miller 7. Davis 8. García 9. Rodríguez 10. Wilson We believe that the by the 2010 Census Release “We’ll be keeping up with the Joneses”Source: 2000 US Census © 2011 Pólvora Advertising. All Rights Reserved. 12
  13. 13. WHO IS OUR HISPANIC CONSUMER?© 2011 Pólvora Advertising. All Rights Reserved. 13
  14. 14. WHO ARE THEY? They Are: • The Biggest • Fastest-Growing • Most-Concentrated • Efficiently-Reached Consumer Segment of All! © 2011 Pólvora Advertising. All Rights Reserved. 14
  15. 15. WHO ARE THEY? Hispanics Have Larger Households than Non-Hispanics: 3.6 to 2.6 More Products or Services Needed in Each HomeSource: U.S. Diversity Market Report, Synovate 2006 © 2011 Pólvora Advertising. All Rights Reserved. 15
  16. 16. WHO ARE THEY? They Will Buy From Us Longer Average Age 28 vs. 33 Hispanics Non-Hispanics Source: U.S. Diversity Market Report, Synovate 2006 © 2011 Pólvora Advertising. All Rights Reserved. 16
  17. 17. REACHING THE HISPANIC CONSUMER© 2011 Pólvora Advertising. All Rights Reserved. 17
  18. 18. In Order To Effectively Market To Hispanics, We First Need To UnderstandWhat They Bring From Their Homelands: Language & Culture © 2011 Pólvora Advertising. All Rights Reserved. 18
  19. 19. LANGUAGE© 2011 Pólvora Advertising. All Rights Reserved. 19
  20. 20. REACHING THE HISPANIC CONSUMER Language is not only a vehicle of communication, It’s one of the biggest Identifiers of Latino Culture © 2011 Pólvora Advertising. All Rights Reserved. 20
  21. 21. REACHING THE HISPANIC CONSUMER For Years We Have Been Warned About the “Tipping Point”; yet, since 1996 we have seen a large increase of bilinguals, and only moderate growth of English-dominant Hispanics LANGUAGE MOST COMFORTABLE SPEAKING Bilinguals Growth Hispanic Adults 1994 to 2010 Index – 300 100 Over English Dom. 1996- YTD 80 PERCENT Spanish 60 Bilingual 40 English 20 0 94 96 98 00 02 04 06 08 10 YEARSource: Synovate 2010 / Hispanic Fact Pack …supporting that Language is embedded into the culture and that it’s much more than just a vehicle of communication © 2011 Pólvora Advertising. All Rights Reserved. 21
  22. 22. HOW BEST TO SPEAK TO HISPANICS © 2011 Pólvora Advertising. All Rights Reserved. 22
  23. 23. HOW BEST TO SPEAK TO HISPANICS Question: Does my English-Language (General Market) Advertising Message Reach Latinos? Answer: Reaches Some, But Persuades Few… © 2011 Pólvora Advertising. All Rights Reserved. 23
  24. 24. HOW BEST TO SPEAK TO HISPANICS 82% Of Hispanics Prefer To 31% Of Hispanics Prefer ToSpeak Spanish At Home In Total Speak Spanish At Work (56% Spanish - 26% bilingual) 53% Of Hispanics Prefer To Speak Spanish In Social Situations Source: Synovate US © 2011 Pólvora Advertising. All Rights Reserved. 24
  25. 25. HOW BEST TO SPEAK TO HISPANICS “When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business” • 53% Spanish dominant • 43% Bilinguals • 29% English dominant Latinos Agree with this statementSource: Simmons NCS/F09 © 2011 Pólvora Advertising. All Rights Reserved. 25
  26. 26. HOW BEST TO SPEAK TO HISPANICS Broadcast TV Online Advertising Recall: Aided Brand Awareness: Commercials in Spanish proved to be Hispanic 2.7 40% more effective at increasing awareness Index 129 Market Norm 2.1 levels than commercials in English. Online Ad Awareness: Persuasiveness: Hispanic 4.7 Commercials in Spanish proved to be Index 109 Market Norm 4.3 5 times more persuasive than commercials in English. Brand Favorability: Main Message Recall: Hispanic 2.1 Index 162 Market Norm 1.3 In terms of message comprehension, commercials in Spanish are 56% more effective than commercials in English. Purchase Intent: Hispanic 2.0 Index 182 Market Norm 1.1Source: 2000 Roslow Study Source: Dynamic Logic’s Market Norms Q4/09 © 2011 Pólvora Advertising. All Rights Reserved. 26
  27. 27. HOW BEST TO SPEAK TO HISPANICS Spanish Language Advertising is More Effective: • In Achieving Message RECALL • In PERSUATION • In Creating AWARENESS • In BRAND FAVORABILITY • In PURCHASE INTENT In short, running English-language advertising to reach Hispanic consumers is: - Inefficient and Ineffective Compared to targeting them in Spanish © 2011 Pólvora Advertising. All Rights Reserved. 27
  28. 28. CULTURE© 2011 Pólvora Advertising. All Rights Reserved. 28
  29. 29. UNDERSTANDING THE CULTURE “…research shows Hispanics like to be acknowledged, but dont like to be identified solely by language.” -- Saskia Sorrosa Sr. Director U.S. Hispanic Marketing © 2011 Pólvora Advertising. All Rights Reserved. 29
  30. 30. UNDERSTANDING THE CULTURE To Enter U.S. Territory Involves Crossing An Attitudinal Border Latin Countries United States Latinos Latin-Americans Family Group / Belong Independent / Outsiders © 2011 Pólvora Advertising. All Rights Reserved. 30
  31. 31. UNDERSTANDING THE CULTURE Differences between Hispanics and Anglos Hispanics Anglos How do we see As part of a family or group Within ourselves, define ourselves? as individuals Whom we rely on Family, friends, community Ourselves & Institutions for help? (Hispanic "social security") What we value in Stress differences, Minimize differences, people? show respect everybody is equal What we stress in Respect, cooperation, Symmetrical, interpersonal relationships? formality informality, competition Source: Market Connection Group © 2011 Pólvora Advertising. All Rights Reserved. 31
  32. 32. UNDERSTANDING THE CULTURE Differences between Hispanics and Anglos Hispanics Anglos Children? Dependence, obedience Independence, egalitarian Defined roles, hierarchy; Role diffusion, democracy, Family? old men know more than youth has a say young men Sex Roles in Male dominance, Sexual equality Relationships machismo Source: Market Connection Group © 2011 Pólvora Advertising. All Rights Reserved. 32
  33. 33. UNDERSTANDING THE CULTURE ASSIMILATION vs. ACCULTURATION © 2011 Pólvora Advertising. All Rights Reserved. 33
  34. 34. ASSIMILATION vs. ACCULTURATION For Years, Sociologists Claimed Latino Immigrants Would Assimilate Into The U.S. Culture. “Letting go of old ways in favor of new ones.” © 2011 Pólvora Advertising. All Rights Reserved. 34
  35. 35. ASSIMILATION vs. ACCULTURATIONExample of Assimilation: We Now Know That Hispanics, Do Not Assimilate © 2011 Pólvora Advertising. All Rights Reserved. 35
  36. 36. ASSIMILATION vs. ACCULTURATION We Acculturate Picking The Best From Both Worlds… Their old ways from home + new ones from U.S. © 2011 Pólvora Advertising. All Rights Reserved. 36
  37. 37. ASSIMILATION vs. ACCULTURATION Latinos (A18+) agree that: Example of Acculturation: “They try to keep up with Latin music, news or sports from Hispanic countries.” • Spanish dominant – 73% • Bilinguals – 65% • English dominant – 37%Source: Simmons F09 © 2011 Pólvora Advertising. All Rights Reserved. 37
  38. 38. So As We’ve Seen:When communicating with Latinos, it takes more than a translation; it’s about reaching them culturally… and that includes leveraging language. "Marketers need to find a voice that is special to her (Latina shopper). She wants to be spoken to in a way that has cultural relevance, not just general market messages translated into Spanish." -- Jacqueline Hernandez COO Source: Marketing Daily - addressing the “What Latinas Want” study © 2011 Pólvora Advertising. All Rights Reserved. 38
  39. 39. BEHAVIORS© 2011 Pólvora Advertising. All Rights Reserved. 39
  40. 40. LATINO BEHAVIORS IT’S ABOUT LIFESTYLE IN THE U.S. We are now trendsetters We have the best of both worlds We are different from others, and we like it… "Instead of simply supplementing our general-market plan with ethnic perspectives, we strive to develop marketing initiatives and communications that are relevant, meaningful and engaging to all ethnic groups as well as the general market." -- Neil Golden CMO © 2011 Pólvora Advertising. All Rights Reserved. 40
  41. 41. LATINO BEHAVIORS What Drives Us: For Hispanics Shopping is an Family Experience Hispanic Non-Hisp. Index 1. “Lower Prices” Prefer shopping alone 30 42 71 2. “Better Service” Prefer shopping with family 44 29 152 3. “Selection” Prefer shopping with children 44 26 169 Prefer shopping with friends 27 22 123 Source: Meyer Research Center Source: Simmons 44% of Hispanics Say Their Kids Input “When it comes to brand On Brand Chosen!! loyalty… the key learning … is (220 Index over Non-Hispanics) understanding the importance of building a brand relationship during the initial stages of acculturation and maintainingKey Shopping Factors: this connection as Hispanics’• Every day low pricing 4.5 integration to American life• Good customer service 4.4 increases,”• Good products always in stock 4.4• Store is well organize/easy to shop 4.3 -- Tim Kregor, president,• Broad product assortment 4.2 Nielsen Consumer Panel Services• Special deal or promotions 4.1Source: Simmons 80 percent of Latinas are the More and more Hispanic women are beginning to work, primary decision makers for the and there may be dual-income households. And so, family,or make decisions in concert like the non-Hispanic consumer, Hispanics are with their spouses. beginning now to spend more on frozen foods. Source: Telemundo & MHV – “What Latina’s Want” Source: Latinum Network © 2011 Pólvora Advertising. All Rights Reserved. 41
  42. 42. TRENDS© 2011 Pólvora Advertising. All Rights Reserved. 42
  43. 43. LATINO BEHAVIORS: TRENDS NEW MEDIAONLINE MOBILE• 81% of Hispanics said, • 87% of Hispanics use Cell phones “When I need information the first place I (109 index over non-Hispanic Whites)look is the internet.” • 53% of Hispanics use mobile phone,• 48% of Hispanics have a social network Texting – 113 Index over Non-Hisp.profile (155 index over non-Hispanic) Email – 100 Index with Non-Hisp.• 29% said, • 75% of English-speaking Latinos “The internet has become a primary SLEEP WITH THEIR PHONEsource of Entertainment for mepersonally.” 121 index over NHW• TOP 5 ONLINE ACTIVITIES 1. Email 72% 2. News / Weather 50% 3. Banking 46% 4. Music downloads 32% 5. Travel information 29%Source: Simmons F09 A18+ Source: Pew Research Center – American Life Project 5/2010 © 2011 Pólvora Advertising. All Rights Reserved. 43
  44. 44. LATINO BEHAVIORS: TRENDS NEW MEDIA And because of the increased incidence of these two new media vehicles, we can now better engage, entertain, measure and create Loyal Hispanic Consumers Using Three Screen Marketing Tactics © 2011 Pólvora Advertising. All Rights Reserved. 44
  45. 45. FINANCES© 2011 Pólvora Advertising. All Rights Reserved. 45
  46. 46. HISPANICS & FINANCES Question: Do you know what country has the #1 Latino Economy in the World? Its Value? Mexico Spain Colombia US © 2011 Pólvora Advertising. All Rights Reserved. 46
  47. 47. HISPANICS & FINANCES Answer: Mexico US HISPANIC MARKET Spain Colombia $1 Trillion!!!! USSource: Simmons F09 A18+ © 2011 Pólvora Advertising. All Rights Reserved. 47
  48. 48. ¡MUCHASGRACIAS!For more information on how to best reach this lucrative market, contact: Miami Boston (305) 477-7991 (617) 398-0991

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