My intern presentation for Sherwin-Williams on the topic of Marketing to native Spanish speakers

1. IN-STORE MARKETING TO
NATIVE SPANISH
SPEAKERS
Maddy Osman
Plainfield North – 3270

2. ¿Why do it?

3. Current Initiatives
Bi-lingual labels on
popular products

4. Current Initiatives
Spanish speakers
preferentially hired in
areas with a large Spanish
speaking population

5. Current Initiatives
Translated Mailers

6. Current Initiatives
Translated shelf labels (some stores)

7. Current Initiatives
Spanish language
training CD
(optional)

8. Competition

9. Competition
• Spanish speakers: >50% of customer base
• Have Spanish-speaking associates, but don’t
preferentially hire

10. WINNER – Home Depot
• Everything translated
• Product labels
• Shelf labels
• Additional signage
• Targeted advertising
• Spanish speaking associates

11. LOSER - Glidden
• One Spanish speaking staff
member (out on medical
leave)
• Very basic product
translations
• No targeted advertising

12. Controversy
• Competitors agree: low possibility of backlash when
catering to this market
• However, contractors have an acquired prejudice for their
competitors
• Extreme incident at Pittsburgh Paints
• Person in question now a Sherwin-Williams customer

13. Customer Opinions
“We don‟t need any more accommodations.”
-Bi-lingual Contractor
vs.
“If my guys come in alone, they get „lost‟ and spend a
longer time finding what they need. If I have to come in
to help translate, I‟m losing valuable time.”
-Contractor with Spanish-speaking workers

14. ¡Opportunity!

15. Create a customer help line to assist with translations
Provide store-specific handouts with translated floor plan
Utilize Social Media to reach out to customers
Display reassuring signage at the cash wrap
Print common Spanish phrases sheets from START CD

16. El Fin
¡Gracias por escuchando!