3/10/2010

El Elefante
in Your Isles

The Blind Men and the Elephant

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touching its broad, sturdy side

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feeling its tusk...

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taking the trunk with his hands

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feeling its leg

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touching its ear

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grab hold of the tail

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each was partly right,

and all were wrong!

All Latinos are

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The Story of the 3 Rickys

The Real Rickys

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Country of Origin/Heritage

Language of Preference
Socio-Cultural Level

Assimilation/Acculturation

Alejandro Ramirez 19 years old.

Mexican-American. Bilingual (speaks both
languages but reads and writes better in
English). 2nd generation (born in the US
from immigrant parents). Lives in Petaluma,
CA, with his parents, who come from lower-
middle class families in Torreon, Coahuila.
His familys annual household income is
$45,000. Although he was born and raised
in the U.S. and is quite familiar with the
cultural landscape, his parents have
nurtured a strong love for Mexico and have
ensured that he understands his familys
roots.

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Fernando Zachniuk 43 years old.

Argentinean. Moved to the U.S. 10 years
ago to start a business. Hes bilingual, but
more comfortable in Spanish. He owns a
condo in Boca Raton. He comes from an
upper-middle class Russian-Jewish family
from Buenos Aires. He lives with a Cuban-
American divorce and her 10 year old son.
Their annual household income is in the low
$200,000s. He enjoys the amenities and
comfort America has to offer, but he will
always be an Argentinean at heart.

You wouldnt market to them

the same way, would you?

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Few of their children in the country learn English...

The signs in our streets have inscriptions in both languages ...
Unless the stream of their importation could be turned
they will soon so outnumber us that all the advantages we have
will not be able to preserve our language,
and even our government will become precarious.

May 9th,
1753

A letter to
Peter
Collison

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December 4, 1910

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There were Outreach Efforts

directed to each one
of these Minorities

His lullabies have

always been crooned to
him in soft Italian
his mother doesnt
speak English
so very good.
But Giovanni is a real
American Baby
today he had his daily
Ivory Soap Bath!

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Planters Presents
Sheindele The
Chazente
New York, 1930s

Sheindele The Chazente

(Jeanne Gornish)
sang Jewish liturgical music

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The Secret
of a Friendly Smile

Don Q Rum,
August, 1971

Many marketers in the early 1970s

hoped that
the Hispanic Market
went the way that the
German, Jewish, Italian, and Irish
Markets went before it.
Now they have realized that

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The Hispanic Market

is here to stay

Two demographic trends

are merging to produce
the Latino Wave
Immigration
Higher birth rate among Hispanic women compared to
the rest of the population
Hispanics accounted for more than half (50.5%) of the
national population growth between 2000 and 2007

About one-third of Hispanics are not yet old enough to vote

(compared to 1/4th of the total population)
Source: Pew Hispanic Center, 2008

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Hispanic Births
and Net Immigration
by Decade: 1960-2030

Source: 2006 Latino National Survey, Pew Hispanic Center

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Hispanic Fertility Rate, 2001: 2.9*

National Fertility Rate, 2001: 2.1*
* Children per woman

Source: Population Reference Bureau

March 2007

GEOGRAPHIC DISTRIBUTION
OF THE HISPANIC POPULATION
1980 TO 2006

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1980

41

1990

42

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2000

43

2006

44

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Hispanic Population by County

2007

Source: Pew Hispanic Center

16 States Have at Least

Half-Million Hispanic Residents
Arizona New Jersey
California New Mexico
Colorado New York
Florida North Carolina
Georgia Pennsylvania
Illinois Texas
Massachusetts Virginia
Nevada Washington
Source: US Census Bureau

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Hispanic population of the U.S.

as of July, 2008:

46.9 million
Making Latinos the nation's
largest ethnic minority

Hispanics constitute
15.4% of the nation's total population
(Not counting the 4.1 million residents of Puerto Rico)
Source: US Census Bureau

There are more

Latinos in America
than Canadians in Canada!

Total Canadian Population

Was estimated just below
33.4 million on July, 2007

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Garca
is the 8th
Most Common
Last Name in the Nation

Source: US Census Bureau, 2000

More than 1
of every two people
added to the nations population
between
July 1, 2007, and July 1, 2008,
was Hispanic
There were 1.5 million Hispanics added to the population during the period
Source: US Census Bureau

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By July 1, 2050
132.8 million Hispanics
will live in the U.S.

30.3% of the total

United States population
Source: Census Bureau

I see Latino people. I see

Latino people everywhere.

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There are an estimated

9 million undocumented
Hispanics in the U.S.
Source: Pew Hispanic Center, April 2009

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Closeness of Latin American

countries to the US

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Distance

From NY to London: 3,470 miles

From NY to Buenos Aires: 5,253 miles

More options for Keeping in

Touch with Friends & Family

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More options to Keep

Connected with the Culture

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Younger
and
U.S.
Born

Nationwide

SOURCE: U.S. Census Bureau, Population Estimates and Projections

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Non-Hispanic White
Average Age: 40

Hispanic
Average Age: 27

Source: Pew Hispanic Center tabulations of the Census 2005 American Community Survey

Out of the 10.4 Million

Hispanic Families in the U.S.,
62% have Children
Younger than 18.
Source: US Census Bureau

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20%
of all
Elementary and High School
Students
are Hispanic

Source: US Census Bureau, 2007

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Increase in
Buying Power

Mucho Dinero
Dinero!!
The buying power of Hispanics
in 2008 was over $951 billion
In 2010 their buying power will surpass
One Trillion dollars
The Hispanic market will be
more affluent than all of Mexico
and one of the largest economies
of the world Source: Selig Center for Economic Growth
University of Georgia

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Growing Hispanic Economic Muscle

Hispanic Buying Power ($ Billions)

Source: Selig Center for Economic Growth:

The Multicultural Economy, 2008

Hispanic Market
Buying Power Growth
Is Outpacing
the Nations

% Increase U.S. Buying

Power 1990-2013

Source: Selig Center for Economic Growth:

The Multicultural Economy 2008

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Geographically Concentrated
Buying Power
The Five States with the largest Hispanic markets
account for 67% of Hispanic Buying Power
California ($249 billion)
Texas ($171 billion)
Florida ($101 billion)
New York ($75 billion)
Illinois ($41 billion)
Source: Selig Center for Economic Growth:
The Multicultural Economy, 2008

In 2008
38% of all US Hispanic households had
incomes over $50,000

Source: The Latinization of America in the United States 2008

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Hispanic/Latino

Latin American

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Pilgrims in Peru?
When you come to the U.S.,
Thanksgiving is something
that you just kind of adopt right way.
You can relate to the mythology
of the Pilgrims coming here and the Indians
helping them out, just like your relatives
are helping you out.
Fernando Rojas
Immigration lawyer
originally from Colombia

Girls
Playing Ftbol
Fathers find
their attitudes evolving, too.
Benjamin Martinez, who played soccer in his
native Mexico, once would have scoffed at
the idea of a woman on the field.
His two daughters said
they wanted to be like
their father and play soccer Source: Chicago Tribune

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Greek Latinos

Grilling is on the Rise

among Hispanics

While 47% of Hispanics grill at least once per week

during the grilling season, approximately 23% say
they are grilling more than last year.

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Hispanic-ization of the
General Market

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Salsa Outselling Ketchup

>
Salsa outsold catsup by nearly $175 million
over the 52-week period ending October 8, 2005.
Source: ACNielsen

Tortillas Outsells
White Bread

>
Since
2008

Source: Tortilla Industry Association

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At the fast food level

In the Music Industry

Shakira

Marc Anthony
Daddy
Yankee

Ricky Martin
Enrique Iglesias

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So
How do you
connect with them?

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Its the Culture

Culture,, _________!

James Carville

I feel the need to preserve my familys cultural traditions.

Source: Yankelovich Hispanic Monitor 2005

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Are you respecting the culture?

Even when not directly targeting them?

Degree of Intimacy
Latinos go a couple
layers deeper
in intimacy at every level
of human interaction

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Acknowledging Others
Hispanics inherently recognize other people as
human beings that need/want
acknowledgment as individuals; of their want
and needs; of their feelings
Eye Contact
Small talk

Acknowledging Others
Call Centers:
Average customer
conversation time
Non-Hispanic Whites:
6 minutes
Hispanics:
34 minutes

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Social Harmony
Hispanics have a need maintain
smooth and pleasant
social relationships

Personal Space
In social situations Hispanics find close
physical contact with others quite normal
Hugs
Hand shakes
Kisses

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More Gregarious
and Socially Flexible
At ease and comfort when hanging out with others and when
switching between different cliques

Respect for Authority and Power

Latinos tend to hold respect and
admiration for those perceived as with
more power and authority

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Mujer Power
In 2002
Latinas owned
470,244 firms,
employing 198,000 people,
and generating
$24.9 billion in sales

Mujer Power
By 2004, the number grew
to 553,618 firms,
employing 320,000 people,
generating $44.4 billion.

17% more firms,

61.6% more people employed,
78.3% more sales.

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Does it Resonate With Latinas?

Importance of Family
Hispanics are very family oriented;
very in touch with one another

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Source: Simmons NCS/NHCS: SPRING 2006 Full Year Unified Study

Larger Hispanic Households

Represent A Higher Volume Consumer Opportunity

2.6 persons 3.47 persons

Non-Hispanic HHs Hispanic HHs

Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009

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The Nest Empties Later

Children from traditional Latino families tend
to live at home longer than those who
have become assimilated into the
American culture

The Importance of Food

Hispanics spend 17.5% of their income on food, compared
to 13.7% for the rest of the population.
In 2003, 39 million Hispanics spent $64 billion on food
Source: The Food Marketing Institute

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The Importance of Food

Grocery shopping
is a family event

A Hispanic woman would be more likely to

go grocery shopping with her husband,
children or even parents than alone

Retro--Acculturation:
Retro
The "new" Latino pride
Many Hispanics considered
acculturated go through an
interesting metamorphosis
when they begin to have their
own families
A strong yearning to pass on their Hispanic
heritage to their offspring
Passing on of cultural traditions,
Spanish-language and music.

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In which
Language
should you
address
Hispanics?

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There are 21
Spanish speaking countries
in the world

The USA is the 2nd largest

Language Usage Varies Among Hispanics

Speak ANY English (78%)

Speak ANY Spanish (86%)

Spanish-Dominant (54%) English-Dominant (36%)

Source: Simmons NCS/NHCS: SPRING 2008 Full Year Unified Study

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Country of Origin

Source: Pew Hispanic Center tabulations of the Census2005 American Community Survey

Location, Location, Location

In 2007
about 45%
of the nations Dominicans
lived in New York City
and about 50%
of the nations Cubans
in Miami-Dade County, Fla.

Source: Census Bureau

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When using Spanish consider

Different words having the same meaning:
Car: Carro, Coche, Auto
Straw: Pajilla, Popote, Pitillo, Caita, Pajita
Beans: Frijoles, Habichuelas, Porotos, Frjoles

A word has different meanings:

Guagua: Bus (Cuba) or Small Child (Chile)
Ahorita: Later (Costa Rica) or Right Now (Guatemala)

It is NOT the same

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Idioms

How would you translate,

Getting all your ducks in a row?

Lonely Boying
Reaching
the Latino market
through short,
yet powerful, tidbits
within your
general market outreach
efforts

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Consumers who identify with different ethnic groups

perceive ads and life differently. Marketers who
try to speak to both selves using cultural symbols can
lower the value of an ad; you cant overtly try to
appeal to both cultures.
For an ad to appeal to bicultural consumers
successfully, a complementary synergy has to be
created. Instead of having everything shouting at you
at once, one of the dimensions has to be more subtle.

-Americus Reed, PhD

Wharton School of Business Marketing Professor & Identity Theorist

Source: The Daily Pennsylvanian, November 3, 2009

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A recent example

In Packaging Go Bilingual

Courtesy of

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Wacha la Troca!
Use Spanglish correctly and judiciously,
making sure to follow the grammatical rules
of language mixing

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