Everything you need to know about Marketing to the Hispanic Consumer! West Chamber member Laura Sonderup of Hispanidad Advertising presenting this fantastic program to our S. Jeffco Group in early February.
This document provides an overview of marketing to Hispanic consumers in the United States. It discusses the growth of the Hispanic population and spending power. It also discusses cultural diversity within the Hispanic community and differences based on acculturation, language preferences, and country of origin. The document outlines best practices for Hispanic marketing, including conducting research, developing culturally relevant messaging and creative assets, and sponsoring appropriate events. It warns against simply translating general market campaigns and provides tips for successful Hispanic outreach.
The document profiles the Mexican-American community in the United States. It states that over half of US population growth between 2000 and 2010 was due to the increase in the Hispanic population, which is predominantly Mexican. The average Mexican-American is 27 years old, earns $23,000 individually or $50,000 per household, works in an office job, speaks both English and Spanish proficiently, and lives in the western or southwestern US. More than three-quarters of the US Hispanic population lives in the west or south.
- E-Tech is a company that provides a system to accurately identify individuals' ethnicity, religion, language preference, and other demographic details based on their name and other data.
- The system analyzes names, surnames, middle names, neighborhood data and other factors to identify over 175 ethnic groups and religious affiliations with up to 95% accuracy.
- Identifying these details at the individual level allows for highly targeted multicultural marketing approaches to various ethnic and religious consumer segments.
The document discusses the growing multicultural populations in the United States and opportunities for multicultural marketing. It notes that minorities will comprise a majority of the population in many urban markets by 2020. Hispanic, Asian, and African American populations and purchasing power are growing rapidly. However, traditional targeting methods may not accurately identify ethnicities, languages, or religions. E-Tech claims to offer a solution to more precisely identify these groups using various data sources.
Untapped US Hispanic Market - Use Digital Marketing to reach these Super Cons...Sergio Restrepo
The presentation discussed strategies for marketing to US Hispanics online. It began by defining who US Hispanics are, noting their countries of origin and population growth. The presentation then reviewed data showing that US Hispanics, especially younger generations, are highly engaged online and on mobile. However, their language preferences vary depending on factors like acculturation level and life stage. The presentation emphasized that an effective online strategy for reaching US Hispanics requires a balanced approach across both English and Spanish.
This document discusses trends in the Hispanic consumer market in the United States. It finds that the Hispanic population, especially younger cohorts, is growing rapidly and influencing American culture. Hispanics now make up 16% of the US population and control 10% of discretionary spending. The markets seeing the largest growth in Hispanic populations are spread across the country. Hispanic consumers tend to be more optimistic about their financial future compared to non-Hispanics. While language preferences vary by generation, three-quarters of Hispanic adults prefer to speak at least some Spanish. Advertising in Spanish resonates even with many English-dominant Hispanics. Technology and retail websites visited by Spanish-speaking consumers reflect this demographic's influence.
This document provides an overview of marketing to Hispanic consumers in the United States. It discusses the growth of the Hispanic population and spending power. It also discusses cultural diversity within the Hispanic community and differences based on acculturation, language preferences, and country of origin. The document outlines best practices for Hispanic marketing, including conducting research, developing culturally relevant messaging and creative assets, and sponsoring appropriate events. It warns against simply translating general market campaigns and provides tips for successful Hispanic outreach.
The document profiles the Mexican-American community in the United States. It states that over half of US population growth between 2000 and 2010 was due to the increase in the Hispanic population, which is predominantly Mexican. The average Mexican-American is 27 years old, earns $23,000 individually or $50,000 per household, works in an office job, speaks both English and Spanish proficiently, and lives in the western or southwestern US. More than three-quarters of the US Hispanic population lives in the west or south.
- E-Tech is a company that provides a system to accurately identify individuals' ethnicity, religion, language preference, and other demographic details based on their name and other data.
- The system analyzes names, surnames, middle names, neighborhood data and other factors to identify over 175 ethnic groups and religious affiliations with up to 95% accuracy.
- Identifying these details at the individual level allows for highly targeted multicultural marketing approaches to various ethnic and religious consumer segments.
The document discusses the growing multicultural populations in the United States and opportunities for multicultural marketing. It notes that minorities will comprise a majority of the population in many urban markets by 2020. Hispanic, Asian, and African American populations and purchasing power are growing rapidly. However, traditional targeting methods may not accurately identify ethnicities, languages, or religions. E-Tech claims to offer a solution to more precisely identify these groups using various data sources.
Untapped US Hispanic Market - Use Digital Marketing to reach these Super Cons...Sergio Restrepo
The presentation discussed strategies for marketing to US Hispanics online. It began by defining who US Hispanics are, noting their countries of origin and population growth. The presentation then reviewed data showing that US Hispanics, especially younger generations, are highly engaged online and on mobile. However, their language preferences vary depending on factors like acculturation level and life stage. The presentation emphasized that an effective online strategy for reaching US Hispanics requires a balanced approach across both English and Spanish.
This document discusses trends in the Hispanic consumer market in the United States. It finds that the Hispanic population, especially younger cohorts, is growing rapidly and influencing American culture. Hispanics now make up 16% of the US population and control 10% of discretionary spending. The markets seeing the largest growth in Hispanic populations are spread across the country. Hispanic consumers tend to be more optimistic about their financial future compared to non-Hispanics. While language preferences vary by generation, three-quarters of Hispanic adults prefer to speak at least some Spanish. Advertising in Spanish resonates even with many English-dominant Hispanics. Technology and retail websites visited by Spanish-speaking consumers reflect this demographic's influence.
On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
1) The document discusses strategies for reaching untapped markets in the US, specifically targeting Hispanic and other non-native English speaking markets.
2) It provides an overview of key terms, demographics of non-English speaking populations in the US, and strategies for understanding different audiences and effectively communicating with them.
3) Effective strategies include translation of written materials, interpretation for verbal communication, and customizing products and marketing for different locales through localization.
Hispanic consumers represent a significant market for beef retailers. They eat beef frequently and spend more on beef than non-Hispanics. However, their shopping preferences and desired cuts may differ from other customers. To attract Hispanic shoppers, retailers should carry cuts that are popular in Hispanic cuisines like milanesa, carne asada, and ground beef. Marketing materials should be provided in both English and Spanish to make Hispanic customers feel welcome. Gathering information about the specific Hispanic population in a store's area can help ensure the right products and outreach are offered.
This document provides an overview of the Hispanic marketing industry in 2013. It discusses trends in advertising expenditures across media platforms in 2012. Spanish-language television saw significant growth, with expenditures increasing 15% from 2011 to 2012. Spanish-language magazines also saw increased spending, growing 13% year-over-year. The top advertisers in Hispanic media, such as Procter & Gamble and General Mills, continued targeting this growing demographic. The document examines growth in digital advertising and social media spending. It also provides interviews with industry experts on topics such as Hispanic television, print/digital media, sports marketing, radio, and research.
Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition, TheMarketResearch.com
The document is a report on the Hispanic (Latino) market in the United States from a generational perspective. Some of the key findings are:
- As of 2007, Hispanics accounted for half of total U.S. population growth and their population and buying power are projected to continue growing significantly in the coming decades.
- There are nearly uniform differences in consumer attitudes and behaviors between Hispanic and non-Hispanic consumers across all age groups, suggesting strong cultural ties continue to differentiate Hispanics regardless of age or acculturation level.
- Younger Hispanic generations like Gen X and Gen Y represent the largest segments and offer many opportunities for marketers across various industries due to their growing populations
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
The document provides demographic information about Hispanic internet users in the United States. It notes that in 2008 there were estimated to be 23 million Hispanic internet users, representing 52% of the total Hispanic population in the US. By 2012, that number is projected to grow to 29.4 million users, or 58.6% of the Hispanic population. Growth in the Hispanic population and internet users is coming more from native-born Hispanics rather than immigrants. The challenge for marketers is to create culturally relevant online messages and content in both English and Spanish to effectively reach this diverse demographic.
Synovate Diversity Versailles Breakfast Club Presentation June 10th 2011 ...Dan Austin
Synovate summary of multicultural shopping differences during the recession. How Hispanics and other groups react differently to price, coupons, brands$ type of store when things get tough.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
The New York DMA is the most populous area in the U.S., with over 20 million people in 2011. It has seen significant population growth since 1990, especially among Hispanic (73% increase) and Asian (128% increase) populations. The racial composition is complex and becoming more diverse, with whites soon making up less than half of residents and Hispanics continuing to be the largest minority group, composed mainly of Puerto Ricans and Dominicans.
Will there be enough Spanish Speakers in US to sustain a Hispanic Media Industry in the years to come?. Multiple trends suggest that Spanish Speaking population will keep growing, therefore opportunities for Spanish media in US will do so, but relevant Media for Latinos goes beyond language
The document provides background information on Nicaragua, including its culture, history, geography, and challenges. Some key points:
- Nicaragua has a population of approximately 6 million people from diverse ethnic backgrounds. Spanish is the main language.
- In 1998, Hurricane Mitch devastated Nicaragua, killing thousands and leaving many homeless. It caused lasting damage to infrastructure.
- Rural areas lack access to basic services like electricity, clean water, employment, healthcare and education due to underfunding by the government. Foreign aid helps address some needs but there is still much more that is needed.
The Los Angeles DMA is the largest in the US geographically, spanning 27,500 square miles from Ventura County south along the Pacific Coast to the Arizona and Nevada borders. It has a total population of 17.8 million as of 2011, making it one of the most populous metropolitan areas worldwide. The racial makeup is diverse, with Hispanics comprising 45% of residents. Mexicans make up the largest Hispanic group at 82% of that population. The area has many ethnic enclaves that showcase its multicultural character.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
The document discusses the influence of Hispanic Americans in the United States. It notes that Hispanic Heritage Month only celebrates their contributions for a short time each year, but their impact is much deeper and ongoing. Their influence can be seen in many areas of American culture and society including sports, music, entertainment, fashion, food and technology. Sports leagues and competitions would look very different without Hispanic athletes, and the same is true of music genres which have incorporated Hispanic styles and artists.
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
This document discusses a study examining the influence of Hispanic culture on American culture. Some key findings include:
- Three out of four Americans agree that Hispanics have had a significant influence on American culture. This influence is seen across many spheres including food, music, sports, beauty, fashion, television and more.
- Food is seen as having the greatest influence on American culture by both Hispanics and non-Hispanics. Music is also seen as strongly influenced, especially in cities like New York, Miami, and McAllen, Texas.
- Hispanic culture is perceived to have influenced standards of beauty, style/appearance, and clothing for Hispanics, but to a lesser degree for non-
Business Plan for Branded Marketing, makers of Pr1maCard and owners of 1-800-TARJETAS and www.1800tarjetas.com. This is a great investment opportunity for a savvy VC. We look forward to hearing from you. For a copy of the financials, please do not hesitate to email us at web@1800tarjetas.com.
Este año es muy importante para la charrería mexicana. La charrería es una tradición ecuestre mexicana que data de la época colonial y que combina habilidades de monta y manejo del lazo. Este 2022 se celebra el centenario de la Federación Mexicana de Charrería, la cual promueve y regula esta práctica a nivel nacional.
On the Rise: The Growing Influence of the Hispanic ShopperAlcance Media Group
The Hispanic market is a bright spot in the U.S. grocery shopping landscape. The fastest growing ethnic segment in the U.S. has massive buying power and broad influence that extends well beyond its own ethnic group.
1) The document discusses strategies for reaching untapped markets in the US, specifically targeting Hispanic and other non-native English speaking markets.
2) It provides an overview of key terms, demographics of non-English speaking populations in the US, and strategies for understanding different audiences and effectively communicating with them.
3) Effective strategies include translation of written materials, interpretation for verbal communication, and customizing products and marketing for different locales through localization.
Hispanic consumers represent a significant market for beef retailers. They eat beef frequently and spend more on beef than non-Hispanics. However, their shopping preferences and desired cuts may differ from other customers. To attract Hispanic shoppers, retailers should carry cuts that are popular in Hispanic cuisines like milanesa, carne asada, and ground beef. Marketing materials should be provided in both English and Spanish to make Hispanic customers feel welcome. Gathering information about the specific Hispanic population in a store's area can help ensure the right products and outreach are offered.
This document provides an overview of the Hispanic marketing industry in 2013. It discusses trends in advertising expenditures across media platforms in 2012. Spanish-language television saw significant growth, with expenditures increasing 15% from 2011 to 2012. Spanish-language magazines also saw increased spending, growing 13% year-over-year. The top advertisers in Hispanic media, such as Procter & Gamble and General Mills, continued targeting this growing demographic. The document examines growth in digital advertising and social media spending. It also provides interviews with industry experts on topics such as Hispanic television, print/digital media, sports marketing, radio, and research.
Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition, TheMarketResearch.com
The document is a report on the Hispanic (Latino) market in the United States from a generational perspective. Some of the key findings are:
- As of 2007, Hispanics accounted for half of total U.S. population growth and their population and buying power are projected to continue growing significantly in the coming decades.
- There are nearly uniform differences in consumer attitudes and behaviors between Hispanic and non-Hispanic consumers across all age groups, suggesting strong cultural ties continue to differentiate Hispanics regardless of age or acculturation level.
- Younger Hispanic generations like Gen X and Gen Y represent the largest segments and offer many opportunities for marketers across various industries due to their growing populations
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
Communicating with Hispanics in Coloradomegaphone_man
This document provides an overview of communicating with Hispanics in Colorado. It discusses who Hispanics are, noting their diversity in terms of ethnicity, race, language preferences, and levels of acculturation. It notes that most Hispanics in Colorado trace their roots to Mexico, particularly the state of Chihuahua. The document reviews Hispanic population trends in Colorado cities and discusses future trends such as continuing growth. It examines Hispanic attitudes towards health care, including common health issues, barriers to access, and reliance on social networks for information and decisions. The document also reviews Hispanic media use and key media outlets in the Denver metro area.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
The document provides demographic information about Hispanic internet users in the United States. It notes that in 2008 there were estimated to be 23 million Hispanic internet users, representing 52% of the total Hispanic population in the US. By 2012, that number is projected to grow to 29.4 million users, or 58.6% of the Hispanic population. Growth in the Hispanic population and internet users is coming more from native-born Hispanics rather than immigrants. The challenge for marketers is to create culturally relevant online messages and content in both English and Spanish to effectively reach this diverse demographic.
Synovate Diversity Versailles Breakfast Club Presentation June 10th 2011 ...Dan Austin
Synovate summary of multicultural shopping differences during the recession. How Hispanics and other groups react differently to price, coupons, brands$ type of store when things get tough.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
The New York DMA is the most populous area in the U.S., with over 20 million people in 2011. It has seen significant population growth since 1990, especially among Hispanic (73% increase) and Asian (128% increase) populations. The racial composition is complex and becoming more diverse, with whites soon making up less than half of residents and Hispanics continuing to be the largest minority group, composed mainly of Puerto Ricans and Dominicans.
Will there be enough Spanish Speakers in US to sustain a Hispanic Media Industry in the years to come?. Multiple trends suggest that Spanish Speaking population will keep growing, therefore opportunities for Spanish media in US will do so, but relevant Media for Latinos goes beyond language
The document provides background information on Nicaragua, including its culture, history, geography, and challenges. Some key points:
- Nicaragua has a population of approximately 6 million people from diverse ethnic backgrounds. Spanish is the main language.
- In 1998, Hurricane Mitch devastated Nicaragua, killing thousands and leaving many homeless. It caused lasting damage to infrastructure.
- Rural areas lack access to basic services like electricity, clean water, employment, healthcare and education due to underfunding by the government. Foreign aid helps address some needs but there is still much more that is needed.
The Los Angeles DMA is the largest in the US geographically, spanning 27,500 square miles from Ventura County south along the Pacific Coast to the Arizona and Nevada borders. It has a total population of 17.8 million as of 2011, making it one of the most populous metropolitan areas worldwide. The racial makeup is diverse, with Hispanics comprising 45% of residents. Mexicans make up the largest Hispanic group at 82% of that population. The area has many ethnic enclaves that showcase its multicultural character.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
The document discusses the influence of Hispanic Americans in the United States. It notes that Hispanic Heritage Month only celebrates their contributions for a short time each year, but their impact is much deeper and ongoing. Their influence can be seen in many areas of American culture and society including sports, music, entertainment, fashion, food and technology. Sports leagues and competitions would look very different without Hispanic athletes, and the same is true of music genres which have incorporated Hispanic styles and artists.
"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes.
Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans
Portrait Background
Communications & Culture
Connectivity & Culture
Conversation & Culture
Community & Culture
Pride Factor Analysis
It’s a Small World
This document discusses a study examining the influence of Hispanic culture on American culture. Some key findings include:
- Three out of four Americans agree that Hispanics have had a significant influence on American culture. This influence is seen across many spheres including food, music, sports, beauty, fashion, television and more.
- Food is seen as having the greatest influence on American culture by both Hispanics and non-Hispanics. Music is also seen as strongly influenced, especially in cities like New York, Miami, and McAllen, Texas.
- Hispanic culture is perceived to have influenced standards of beauty, style/appearance, and clothing for Hispanics, but to a lesser degree for non-
Business Plan for Branded Marketing, makers of Pr1maCard and owners of 1-800-TARJETAS and www.1800tarjetas.com. This is a great investment opportunity for a savvy VC. We look forward to hearing from you. For a copy of the financials, please do not hesitate to email us at web@1800tarjetas.com.
Este año es muy importante para la charrería mexicana. La charrería es una tradición ecuestre mexicana que data de la época colonial y que combina habilidades de monta y manejo del lazo. Este 2022 se celebra el centenario de la Federación Mexicana de Charrería, la cual promueve y regula esta práctica a nivel nacional.
The document discusses the properties of quadratic functions in the form of y=ax^2. It states that for any quadratic function: 1) the axis of symmetry is the y-axis at x=0, 2) the vertex is at (0,0), 3) if a>0 the graph opens upward and if a<0 it opens downward, 4) if |a|<1 the graph is narrower than y=x^2 and if |a|>1 it is wider, and 5) if a>0 the minimum y-value is 0 and if a<0 the maximum y-value is 0.
El documento clasifica los animales en aves, mamíferos y reptiles, describe sus características como picos, pelaje y piel gruesa, y detalla sus hábitats como nidos en árboles, trópicos y lugares secos.
- Pisco is a traditional Peruvian grape brandy that is produced through the distillation of freshly fermented grape musts in the valleys of Ica. It has been produced since the Spanish conquest in the 16th century.
- There are several theories about the origin of the name "pisco", including that it comes from the Quechua word for bird or refers to clay jugs ("botijas") that were used to store and transport the brandy.
- Pisco is considered a symbol of Peruvian pride and nationality, and is featured in popular cocktails like the Pisco Sour. Peru celebrates National Pisco Sour Day each year.
The document provides examples of calculating time durations and converting between time formats. It asks the reader to calculate durations from start and end times, convert times to 24-hour format, express durations in hours and minutes or decimal hours, and solve other time-related word problems and conversions. The goal is to practice different methods of keeping track of and expressing durations of time.
This document appears to be about derivatives and antiderivatives of arc functions based on the title "arctrig derivatives and antiderivatives". However, there is not enough information provided to generate a meaningful 3 sentence summary as the document is incomplete and does not contain enough context or details.
This document discusses trends in ethnic and religious populations in the United States and opportunities for multicultural marketing. It notes that minorities now make up the majority in many major urban areas and their purchasing power is rapidly increasing. Specific groups discussed include Hispanics, the largest minority group, African Americans, Asians, and Native Americans. Their populations, cultures, assimilation trends, and projected purchasing power through 2045 are summarized.
Profile of the U.S. Hispanic Consumer 2Solucion Inc
This document discusses the growing Hispanic population and purchasing power in the United States. It notes that the Hispanic population is growing rapidly, increasing 74% between 1990 and 2002, and will continue growing significantly in the coming years. Their buying power has also grown substantially, increasing 160% between 1990 and 2002 to $580 billion. The document recommends that businesses market directly to Hispanic consumers, as one generic advertisement risks missing this important consumer segment. It provides data on spending patterns and the demographic characteristics of Hispanic populations in major US cities to help businesses better understand and reach Hispanic consumers.
This document discusses strategies for effectively marketing to ethnic and religious groups in the United States. It notes that the US population is becoming increasingly diverse, with minorities projected to become the majority in many urban areas by 2010. Specific groups discussed include Hispanics, African Americans, and Asians. For each group, data is provided on current and projected population sizes and purchasing power. The document emphasizes understanding differences within and between ethnic groups in terms of culture, values, and language preferences. It argues that identifying these characteristics for targeted individuals can enhance marketing efforts. The key tool discussed for this is E-Tech, a system that uses names and other data to predict ethnicity, religion, and preferred language with over 90% accuracy.
The document provides tips on how to sell to the Hispanic market in the United States. It notes that Hispanics make up over 50 million people in the US, with two-thirds being millennials. It also discusses Hispanic purchasing behaviors, media usage, and spending habits. The document recommends that companies be ready to serve Hispanic customers by having Spanish-speaking staff, websites, and marketing in Spanish. It also suggests focusing on good customer service, as Hispanics highly value relationships and politeness.
The Exploding Hispanic Market (Diving into the Hispanic Swimming Pool)Steven Permuy
Multicultural marketing best practice for targeting the US Hispanic market. (This article was expanded and republished for Outerwear Magazine under the byline: 'The exploding Hispanic market'.)
The document summarizes trends in the Hispanic population in the United States. It notes that the Hispanic population is younger than other ethnic groups and more Hispanics are born in the US each year than immigrate. Second generation Hispanics tend to have higher incomes and education levels than their parents. Hispanic culture is becoming more mainstream in America, with Spanish words and Hispanic foods and flavors growing in popularity. Hispanic media and brands are also targeting English-speaking Latinos.
Hispanics and Language, Acculturation, Retro-Aculturion and LanguageAdriana Peña Johansson
The document discusses trends in the Spanish-speaking Latino population in the United States. It notes that the number of Latinos in the US who speak Spanish is growing and expected to reach 40-45 million by 2020. While some Latinos are becoming English dominant by the third generation, Spanish language retention remains strong, especially among younger generations who see their Latino identity and Spanish language as closely linked. The growing Latino population and emphasis on bilingualism and Latino culture suggests the prominence of Spanish and relevance of Spanish-language media will continue increasing in the United States.
How to Market When Everyone is a Minority Part 2Planning-ness
The document discusses trends in the Hispanic population in the United States. It notes that Hispanics now make up over 47 million people in the US and have accounted for half of the country's population growth. The Hispanic population is also highly concentrated in certain areas, with over 30% in the top 3 markets and over 50% in the top 9 markets. The document outlines considerations for effectively marketing to Hispanic consumers, including recognizing that acculturation is a personal choice, targeting both mainstream and unique Hispanic segments, and considering language preference, cultural relevance, and category behaviors.
The document discusses how marketers should approach reaching the Hispanic population in the United States. While Spanish was once the dominant language among U.S. Hispanics, immigration has slowed and more Hispanics are being born in the U.S., causing the prominence of Spanish to slowly recede. However, U.S. born Hispanics still have a strong cultural legacy that affects their worldview. Simply translating ads to Spanish or targeting Hispanics with general "mainstream" ads does not work. To connect with Hispanic consumers, marketers must understand how cultural values around family, social interactions, and the tension between Hispanic and American culture shape their perspectives. Failing to consider a consumer's cultural heritage can be as
Communicating with Hispanics in ColoradoMegaphone Man
The document discusses communicating with Hispanics in Colorado. It begins by defining who Hispanics are, noting they come from various countries and have different levels of acculturation. It then reviews statistics on the Hispanic population in Colorado, finding they make up about 20% of the state and are concentrated in certain cities like Denver, Aurora and Pueblo. The document also discusses future trends, finding the Hispanic population is younger on average and will continue growing significantly. It explores attitudes towards healthcare, noting Hispanics have higher rates of some health issues but are less likely to regularly see doctors due to language, cultural and financial barriers.
This document discusses strategies for marketing to US Hispanics. It notes that US Hispanics are a diverse group originating from over 40 countries. While many speak English most of the time online, Spanglish may resonate more for certain product categories. The key is taking a culturally sensitive approach and understanding that language is less important than cultural relevance. Reaching US Hispanics can have global impact since they have family abroad. Marketers need to allocate over 8% of their budget to effectively reach the one-fifth of the US population that is Hispanic.
Exellence in US Hispanic Communications - A Master Thesis by Marcelo HarfuchMarcelo Harfuch
This document summarizes research on communications with Hispanic audiences in the United States. It finds that the Hispanic population has grown significantly and will continue growing, making Hispanics an important demographic. However, communications with Hispanics often fail because they do not respect Hispanic culture, language preferences, and values. Effective Hispanic communications require understanding acculturation levels, tailoring messages to Hispanic subgroups, and using emotional and culturally relevant messaging in Spanish to connect with audiences at a heart level.
This document discusses marketing strategies for reaching Hispanic audiences in the United States. It notes that Hispanics originate from over 22 countries and concentrate in different areas, so a single message does not work for all. Hispanics are a growing demographic and influential in areas like popular culture, consumerism, and social media. Religion and festivals are also important to Hispanic culture. Successful marketing will feature influential Hispanic celebrities and leverage Spanish-language media and social media influencers like Latina mothers. The document advocates tailoring messaging to specific Hispanic ethnicities and settlement patterns.
Connecting with Latinos: Multicultural, Millennial & Mobile Melinda Gipson
Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.
2017 state-of-hispanic-homeownership-report by NAHREP Greater Las Vegas Jesse B. Lucero
The document is the 2017 State of Hispanic Homeownership Report published by the National Association of Hispanic Real Estate Professionals and the Hispanic Wealth Project. It summarizes that Hispanic homeownership increased in 2017 despite challenges from a shortage of affordable housing inventory, natural disasters concentrated in areas with large Hispanic populations, and uncertainty around immigration policy. Hispanics accounted for 15% of overall homeownership gains in the US in 2017 and have been responsible for 46.5% of net homeownership gains since 2000, demonstrating their important contributions to homeownership growth.
US Hispanics and Content: US Latinos have a sustainable culture with a different story telling and passion points than anglos. Relevant content for Latinos goes beyond language but 90% of Latinos want their children to speak spanish
This document provides an overview of several popular social photo sharing platforms and their business uses. It summarizes engagement statistics for Facebook, Instagram, Snapchat, and Pinterest, finding that over half of internet users now upload photos online. Facebook posts containing photos receive far more engagement than other content. Instagram has over 150 million monthly users who are highly engaged. Snapchat and Pinterest also see large user bases and engagement. The document concludes with recommendations for using social photo sharing platforms for business, including understanding your audience and giving them behind-the-scenes access in a personal way.
The document discusses how to use LinkedIn effectively for professional networking and development. It covers creating a complete LinkedIn profile with a photo, connecting with colleagues and clients, joining groups for discussions, getting recommendations, promoting your company, finding events, and researching other professionals. The key takeaway is to take the plunge and fully complete your profile and start connecting on LinkedIn to grow your professional network.
LinkedIn, the professional social network, recently began trading its shares publicly and immediately soared to a market value of more than $8 billion. Why? Because it has over 100 million professional users from 200 countries. Over 30% are C-level executives, and 69% of Fortune 500 companies use Linkedin.
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Search Engine Optimization (SEO) workshop for businesses. We covered Google Places, organic SEO, SEM, social media's importance and basic keyword research.
Mears Consulting presents Leveraging Linkedin as part of the Colorado State Alumni Professional Development series. Linkedin, the virtual rolodex is a an extremely powerful tool to stay connected and create opportunities with other professionals. There are many new Linkedin tools and apps to help you get the most of out this social media platform.
Social Media for Interior Design ProfessionalsKim Hughes
Social Media Presentation for Interior Design professionals at the Denver Merchandise Mart.
Leveraging social media for professional development, networking, lead generation, research and connecting to clients and community.
1. +
Hispanic 101 —
Marketing to a Vibrant
Community
Presented by:
Laura Sonderup
Director, Hispanidad
February 2, 2009
2. +
Hispanic marketing is no longer
something that’s “nice” for a
company to do.
It’s become a business imperative as
the population and spending power of
U.S. Hispanics continues to grow at an
explosive rate.
4. +
WHO IS HISPANIC?
“Hispanic” refers to an origin or ethnicity,
not race.
There is no one monolithic “Hispanic
market”.
5. +
HISPANIC VS. LATINO
Latino
An individual with roots that go back to any of the Spanish-speaking
countries.
Hispanic
A term that was originated by the Census Bureau in the 1960s.
It was used as a way to capture all the people whose backgrounds
included any of the Spanish-speaking countries.
Chicano
An American citizen of Mexican descent who has a strong sense of
Mexican-American ethnic identity.
This term was regularly used in the 1960s, mostly in the Southwest.
6. +
HISPANIC VS. LATINO
Bottom line — “Latino” and “Hispanic” are terms
used in the United States to identify individuals
whose ancestry comes from a variety of countries
where Spanish is the main language.
Both terms are generally acceptable, although in
the last 10 years, there is a slight preference for
the use of the term quot;Latino.quot;
When in doubt, you should ask!
7. +
CULTURAL DIVERSITY IN THE U.S.
The biggest mistake that a company can make is to view the U.S. Hispanic market
as homogeneous.
Acculturation levels, language preferences and country of origin
make for unique sub-groups within the segment.
8. +
POPULATION GROWTH
Hispanic U.S.A. is the 2nd largest Spanish-speaking population in
the world, behind Mexico.
Latest population estimates by the U.S. Census Bureau at the time of
writing, put the U.S. Hispanic population at 42,687,224 or 15 percent
of the U.S. population.
That equates to one person out of every seven in the U.S. being Hispanic.
However, this does not take “undercount” into consideration.
The projection for 2050 is that this will increase to one in four people.
To put the current Hispanic population into perspective, when
looked at in terms of the population of countries in the world, it
would rank 29th out of 232 countries.
In terms of pure numbers, it ranks higher than Sudan, Spain, Argentina,
Kenya, Canada, Australia and Afghanistan.
9. +
TOP 20 U.S. HISPANIC MARKETS
1.Los Angeles 11. San Diego
2. New York 12. Fresno
3. Chicago 13. Sacramento
4. Miami 14. El Paso
5. Houston 15. Albuquerque
16. Denver
6. Dallas-Ft. Worth
7. San Francisco 17. Washington D.C.
8. San Antonio 18. Philadelphia
9. Phoenix 19. Austin
10. McAllen/Brownsville 20. Las Vegas
10. +
POPULATION GROWTH —
Colorado*
Race/Ethnicity Population Percentage
White 3,963,550 83.1%
Black 181,960 3.8%
American 44,177 0.9%
Indian/Alaska Native
Asian 128,934 2.7%
Native 4,300 0.1%
Hawaiian/Other
Pacific Islander
Some other race 318,371 6.7%
Two or more races 125,869 2.6%
Hispanic 933,573 19.6%
* It is estimated that there are roughly 270,000 improperly documented immigrants living in the
state, not included In these numbers.
11. +
POPULATION GROWTH —
Local
Total Hispanic Percentage
Jefferson 526,008 69,689 13.2%
County
Arvada 103,459 14,416 13.9%
Golden* 17,159 1,130 6.6%
Lakewood 143,157 28,081 19.6%
Littleton 43,741 4,382 10.0%
Wheat Ridge 30,160 5,654 18.7%
* 2000 Census
13. +
HISPANIC PURCHASING POWER
Between 1990 and 2007, the buying power of U.S.
Hispanics rose by a whopping 315% compared
to the buying power of non-Hispanic Whites at
111% over the same time period.
The U.S. Hispanic market is already larger than
the entire economies of all but eleven countries
in the world.
The U.S. Hispanic market ranks as the third largest
“Latin American economy” behind Brazil and
Mexico.
14. +
WHERE HISPANICS SHOP
Wal-Mart is the top choice:
•
37% of Hispanic respondents named Wal-Mart their favorite
•
store.
J.C. Penney, Sears and Target all tied for second place with
•
4%.
Most important factors considered:
•
Convenience
•
Low prices
•
Wide range of merchandise
•
Employees who speak Spanish
•
Products relevant to Hispanic consumers
•
Spanish-language signage
•
15. +
HISPANIC SPENDING
Hispanics spend about the same or more than non-
Hispanics in these key categories:
Food/beverages consumed at home
Social events, i.e., quinceañera
Rental housing > first-time home buyers
Apparel
Telephone services
TV/radio and other sound equipment
Personal care products
Public transportation
Pick-up trucks
Automotive accessories
Cleaning supplies
16. +
HISPANIC BUSINESS AND
ENTREPRENEURSHIP
One out of every 10 businesses in this country is owned by
Hispanics, according to the U.S. Hispanic Chamber of Commerce,
making it one of the fastest growing business segments in the
United States.
Hispanics (15.2%) are more likely than non-Hispanic Whites
(10.8%) to be entrepreneurs.
The number of Hispanic-owned companies has grown 82% since
1997, making them among the fastest-growing business segments
in the nation.
Seventy-nine percent of Latino teenagers want to start their own
businesses compared with 69% of non-Hispanic white teenagers.
17. +
TOP INDUSTRIES FOR HISPANIC-
OWNED BUSINESSES (Colorado)
Construction
Healthcare and social assistance
Retail trade
Professional, scientific and technical services
Transportation and warehousing
Real estate, rental and leasing
Food services
Arts, entertainment and recreation
19. +
ASSIMILATION VS.
ACCULTURATION
Assimilation is the process whereby an immigrant group
gradually adopts the characteristics of another culture —
essentially losing one’s language, customers, traditions and
ties to one’s homeland.
Acculturation is the process of integration of native and
traditional immigrant cultural values with dominant culture
values — adopting a new culture without denying one’s
heritage.
21. +
LANGUAGE AND THE HISPANIC
CONSUMER
Spanish is likely to remain the language of
preference among U.S. Hispanics:
71% speak Spanish at home;
56% of Hispanic adults understand advertising
best when it is presented in Spanish; and
Through research we have found that 80% of all
households noted as Hispanic have a Spanish-
speaking member(s).
23. +
LANGUAGE INDICATORS—
Local
People who People who Of those who
speak only speak a speak another
English at language other language,
home than English at people who
home speak Spanish
Jefferson 442,705 52,655 29,113
County
Arvada 87,986 9,034 4,557
Lakewood 114,602 20,381 13,265
Littleton 36,567 4,482 2,488
24. +
LANGUAGE AND LAYOUTS
Spanish can contain up to 25% more words than
English and take twice the space.
Accents and Tildes
The tilde is a powerful symbol, much like “¡” and “¿”, it is unique
to the Spanish language.
The tilde is not optional — “ano” versus “año”
25. +
TRANSLATION VS.
TRANSCREATION
Translation
An accurate linguistic text transfer from one language into another
Transcreation
The process of determining the suitability of an original creative message
to an ethnic group, and if suitable, transferring the creative concept, not
just the words, in an appropriate tone and graphic look
Direct translations and usage of general market strategies
tend to miss the emotional and culturally relevant elements.
Some results will be there, but not with sales volume,
strength and recall, that a truly culturally-attuned marketing
and advertising effort can attain.
28. +
EVENT MARKETING
Events create excitement, reinforce image, and
allow you to hand-deliver your marketing
message face-to-face with your target audience.
However, many company’s efforts at selling
themselves to Hispanics are limited to sponsoring
the occasional Cinco de Mayo celebration —
these half-hearted efforts will not effectively
capture the attention of Hispanic consumers.
29. HOLIDAYS AND CELEBRATIONS
Easter, Christmas and other Christian holidays
January 6 — Three Kings Day
5 de mayo
Mother’s Day
May 10 - Mexico
Highest remittance activity holiday of the year
16 de septiembre
Día de los Muertos
Quinceañeras
31. +
THE U.S. HISPANIC MARKET IS
DIFFERENT...
Many companies limit their Hispanic marketing
and outreach to one-dimensional efforts like the
literal translations of general market campaigns.
Marketers cannot simply transfer directly to the
U.S. Hispanic market the conceptualizations or
marketing strategies that work with the general
market.
Many factors — historical, contextual, cultural,
demographic, financial — place Hispanic
consumers in a different category.
32. +
… AND THE GENERAL MARKET IS
DIFFERENT BECAUSE OF IT
Several years ago, salsa surpassed catsup as the
number one condiment in the U.S.
Now we have chipotle catsup and peach salsa!
Tortillas now outsell bread in the U.S.
According to Hallmark Cards, piñatas are now the
second most popular party decoration in the U.S.,
after balloons.
The margarita is the #1 cocktail served in the U.S.
34. +
TEN MISTAKES TO AVOID
Don’t launch a product or campaign in the Hispanic market without doing
1.
research.
Don’t enter the Hispanic market without making a long-term commitment.
2.
Don’t forget to get your message out — loud and clear!
3.
Don’t dilute your brand — it’s all you’ve got.
4.
Don’t forget to educate your senior management.
5.
Don’t assume that Hispanic projects can be accomplished for less.
6.
Don’t treat the Hispanic market as if it were a “quota” to be reached.
7.
Don’t rely on your Hispanic-surname employees to do your translations.
8.
Don’t make assumptions about the Hispanic market — consult a Hispanic
9.
marketing professional.
Don’t assume you know what “good” Hispanic marketing is — unless you are the
10.
targeted segment!