How to Tap into the Latino Market in a Down Economy


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According to recent U.S. surveys, Latinos are projected to become the largest ethnic group by 2011. Additionally, it is said that the Latino market is set to have purchasing power of over $450 billion per year. Understanding this market and communicating in a culturally sensitive manner is key.

viaLanguage’s latest webinar, How to Tap into the Latino Market in a Down Economy : Tips for Managing Outreach and Communication, will provide best practices for managing your communications in today’s environment and how to ensure authenticity and create community connection.

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How to Tap into the Latino Market in a Down Economy

  1. 1. Healthcare KnowledgeSetTM Webinar Series From viaLanguage How to tap into the Latino Market in a Down Economy: Tips for managing outreach and communication
  2. 2. Agenda • The Latino Market • A sleeping giant and its growth potential. • Marketing using a Latino vs. Anglo model • Paying attention to cultural cues. • How to develop and execute a marketing plan – Regence Success Story • Developing relationships, involving community leaders and selling internally. • Differences between translation & transcreation • Best practices for managing communication to ensure authenticity.
  3. 3. Our Presenters Francisco Garbayo, Regence Group, Emerging Markets With charisma, insight and cultural knowledge, Francisco is the leader and content expert for Regence’s Latino initiative. Regionally recognized for building relationships among the Latino community, Francisco has delivered astute marketing strategy to help build Latino membership at Regence BlueCross BlueShield. Before coming to Regence, Francisco spent more than 20 years in human resources, including tenure at Qsent as VP of Human Resources. His competency is proven in guiding companies and their people through periods of growth in evolving markets Diego Basabe, viaLanguage, Business Development Manager Diego has over 4 years experience working with Health Plans, Hospitals, and government entities to translate and localize for a minority audience. Diego speaks 4 languages fluently and has lived on 3 continents. Prior to working for viaLanguage he was a program coordinator at Kellogg School of Management, working with entities such as Fundacao Dom Cabral to coordinate classes and events for the top executives in Brazil. He has also worked on translation and web localization of depleted uranium flyers along with health hazard information for Voices in the Wilderness, a Chicago based NGO that was conducting a bus tour of the Southwest. Moderator: Scott Herber, viaLanguage Executive Vice President Mr. Herber has more than 22 years of experience in progressively responsible sales and business development in software and electronics, focusing on enterprise applications and the healthcare vertical market. Prior to joining viaLanguage, Mr. Herber was Regional Vice President of sales for Kronos’ Talent Management division, where he led his teams to record increases in sales. His previous experience includes Vice President of Sales, Director of Business Development, Field Marketing, Sales Training and Human Resource Management with companies such as Eastman Kodak, Sequent Computers and IBM.
  4. 4. About Regence • Part of BlueCross BlueShield system • Not-for-profit healthcare company • 3 million members • $8.3 billion in annual premium • > $1 billion in reserves
  5. 5. Demographic Data - Population • Latino population – fastest growing group in the U.S. • Latinos growing at a rate of 126.4% from 1990 to 2011. • Anglos = 15.4% • Latinos will make up 29% of the U.S. population in 2050, compared with 14% in 2005. Source: Pew Hispanic Center & US Census Projections
  6. 6. Demographic Data - Language Primary Language for US Born Latinos Source: 2002 National Survey of Latinos (Pew Hispanic Center)
  7. 7. Demographic Data - Language Primary Language for Foreign Born Latinos Source: 2002 National Survey of Latinos (Pew Hispanic Center)
  8. 8. Demographic Data – Buying Power • 2006: Latino buying power reached $798 billion. • 2011: Latino projected buying power > $1.2 trillion. • From 1990 to 2011: Latino buying power will have increased at a 450% growth rate. • 2007: The first time Latinos control more disposable personal income than any other minority group in the US. Source: Selig Center for Economic Growth at the University of Georgia
  9. 9. Demographic Data –Brand Loyalty Source: Global Insights, “Snapshots of the US Hispanic Market,” Q1 2003
  10. 10. Marketing: Current vs. Latino Model Current Model vs. Latino Model • Serves the individual • Serves the community • Assumption that happiness • Mindset and outlook remains could be bought steeped in the folklore and culture of more agrarian societies • Ownership of goods could, in themselves, make us happy • Less materialistic, more emotional, intuitive, ritualistic, religious, • Reflects Western science-based superstitious and romantic thinking and uses analytical tools to make purchases • Centered on tight-knit communities telling stories, word of mouth and trust to make purchases
  11. 11. Branding & Advertising to the Latino Community • Test corporate brand statement with target market • Obtain permission to modify brand message as needed “juntos podemos” • Media buy unique to this market • Create a baseline brand awareness measure, and then test six months after campaigns
  12. 12. Branding & Advertising to the Latino Community
  13. 13. Interaction and Local Relationships • Latino Chambers of Commerce • Latino Brokers • Latino Providers • Catholic Charities
  14. 14. Multicultural Awareness: Employees and Provider • Study: Mandatory training ineffective • Even counterproductive in increasing the number of women and minorities in managerial positions (Source: Washington Post, January 20, 2008) • Solution: Voluntary Training • Provider & Employee Newsletters • Hiring Practices
  15. 15. Latino Cultural Cues • Latino or Hispanic? • Familism • Collectivism • Hierarchical Respect • Religion • Cultural scripts
  16. 16. Latino Cultural Cues • Familism – Value that underlies the strong Latin identification with members of the extended family. • Value of family unity • Loyalty to the family
  17. 17. Latino Cultural Cues • Collectivism – Value in loyalty to, and the contribution of, the group • Emphasis on cooperation rather than competition
  18. 18. Latino Cultural Cues • Hierarchical regard – Respect toward those with power and positions of authority within the home, state, and church.
  19. 19. Latino Cultural Cues • More than 90% of the Spanish-speaking world is Roman Catholic. • Latinos believe strongly in the importance of prayer and going to church.
  20. 20. Latino Cultural Cues • Cultural scripts, or patterns of social interaction: • Focuses on positive interpersonal relationships • Manifests in the acceptance of others’ ideas and rights above personal rights •“Simpatía” • Communication patterns: • Focus more on non-verbal communication including the social setting, the use of phrasing, gestures, tone of voice, and posture • In conversation, physical distance between Latinos is much closer than in other cultures • Time values
  21. 21. Applying Cultural Cues • Trusting personal relationships • Develop trusting and personal relationship with Latino families. • Involve Latino community leaders in planning, delivery, and evaluating your efforts.
  22. 22. Applying Cultural Cues • Community networking • Partner with agencies and organizations already serving Latino families.
  23. 23. Applying Cultural Cues • Language and literacy • Translation isn’t enough • Regence strategy
  24. 24. Applying Cultural Cues Hiring practices • Bilingual and bicultural employees •Help build cultural competency for organization •Pave way for making programs accessible to the Latino community •Build trust with the Latino community
  25. 25. Latino Member Experience: Consejeros Latinos • Personifies Regence’s strategy • Provides navigation to our Spanish-speaking members • Acts as liaisons between the community and various member- facing departments
  26. 26. Latino Member Experience Latino Member Sales Healthcar e Services Membership Consejeros & Claims Latinos Customer Service Providers
  27. 27. Translation, Transcreation Translation Transcreation • Conveys the exact meaning of • Customizes the source the source material material for the target audience • Best for legal documents, • Ideal for marketing materials, official notices, statistical newsletters, community information, etc. programs, etc.
  28. 28. viaLanguage Case Study: ShapeDown • ShapeDown transcreated for Health Plan of San Mateo’s Latino Members • Mary Had a Little Lamb and On Top of Old Smokey adapted for Latino readers • Word puzzles recreated for Spanish
  29. 29. Glossaries, Style Guides and Translation Memories Customize your AssetTrio for transcreation projects • Translation Memory may not work well. • Style Guide should encourage use of target language rules and conventions. • Glossaries should be adapted for transcreation to make sure that right message is sent. English Option 1 Option 2 Option 3 Hospice centro de cuidados centro para enfermos centro de cuidados paliativos desahuciados paliativos (para enfermos terminales)
  30. 30. Join Us for the Next Webinar! Developing Culturally Appropriate Marketing Communications Tips and Lessons Learned from the Trenches When: October 6, 11:30am PST For healthcare organizations, attracting and supporting ethnic markets has quickly transformed from an “add on consideration” to a powerful consumer group and strategic piece of the business model. The success of President Obama’s broad-based and extremely diverse campaign tells us that the tipping point in our culture has already happened. What is necessary to harness the power of today’s ethnic market? Short of having a dedicated ethnic marketing group, how can you incorporate best practices to your existing marketing infrastructure to ensure that your brand and content resonate across cultures? In this webinar, you will walk away with tips and ideas for • Building your brand across cultures • How to gage if your campaign is hitting the cultural mark • How and when to incorporate cultural adaptation, copy creation, transcreation and translation • Expert tips on addressing healthcare literacy • Integrated marketing trends in Web and social media
  31. 31. Questions? Contact us… 1-800-737-8481 • Francisco Garbayo 503-553-5031 • Scott Herber: 503-953-1959 • Diego Basabe: 503-953-1953