As you may know, Howard, Merrell & Partners’ newest offering is Hispanic Marketing. Well, the agency’s expertise was recently sought out by El Pueblo, Inc., North Carolina Hispanic advocacy group, to help communicate a very important message about safe driving to young Hispanic males. That campaign attracted the attention of the News & Observer http://www.newsobserver.com/2010/07/16/583449/safe-driving-ads-aimed-at-latinos.html#storylink.
19. Where Do They Live?
Jul272010
Up through the 1980s, some 50% of all Hispanics in the U.S. lived in a mere handful of places: California, Arizona, New Mexico, Texas, Florida, and New York.
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18. Se habla español – Part 5
Jul62010
Now that you’ve decided you should advertise to Hispanics in Spanish, you just need to get someone to translate your English-language campaign, right? Continue Reading >
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17. Se habla español – Part 4
Jun12010
In previous posts, we’ve seen how Hispanics prefer to be addressed in Spanish by advertisers.
But hang on a minute.
If you’re targeting assimilated or highly-acculturated English-dominant Hispanics, shouldn’t you go with English instead? Continue Reading >
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16. Se habla español – Part 3
Apr272010
As we mentioned in Post Number 15, Hispanics prefer to be addressed in Spanish by advertisers.
But what kind of Spanish are we talking about?
Don’t cubanos and costarricenses and colombianos and chilenos speak different versions of the language?
To say nothing of panameños and paraguayos and puertorriqueños and peruanos?
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Communicating with Ethnicities – More Than Just Translating
Apr82010
Often when trying to reach a new market in a foreign country, businesses tend to think all they need to do is simply translate their marketing materials into the native language. However, it is not enough to only translate marketing materials – especially when the target audience are consumers.
It is imperative that businesses understand the culture of the target audience they are trying to reach – this is critical to the success of an international marketing campaign. I recently attended a conference via Businesswire entitled “Communicating with Minorities” in which understanding the culture of your target audience was a key focus from one of the most engaging speakers – Blaire Borthayre – of Hispanic Marketing Resources. While language is a huge component of culture – it is only one part of our culture. Culture encompasses holidays, customs, slang, manners, greetings, gestures, popular figures, etc. Continue Reading >
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15. Se habla español – Part 2
Mar302010
In answer to the question of which language is more effective in reaching Hispanics — English or Spanish — we pointed out in our previous post that most consumers make their decisions based on emotion and that for Hispanics, the language of emotion is Spanish.
Why is this important?
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14. Se habla español – Part 1
Mar162010
Say you’ve decided to go after the Hispanic market.
Should you advertise in English or Spanish?
Let’s think about it.
Most consumers make their decisions based on emotions.
And for Hispanics, Spanish is their language of emotion.
So it helps if you speak their language.
The interesting thing is that even when Hispanics speak only English, Spanish still speaks to them.
It speaks to them of home. It speaks to them of family. It speaks to them of culture.
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13. There’s More than One Way to Skin a Gato – Part 3
Mar22010
Small potatoes ratings-wise, right?
Well, you might want to consider this.
As early as 2002, the Spanish-language television network Univision was beating out all other stations in the New York, Chicago, and Los Angeles markets in 18- to 34-year-olds throughout the day.
That’s all other stations —
English and Spanish.
And in all three markets, Univision’s early evening local news drew more 18- to 34-year-olds than ABC, CBS, and NBC.
Combined.
By 2004, Univision’s North Carolina station, WUVC-TV, beat ABC and NBC outright and tied with CBS for the Number One spot in the highly desirable 18- to 34-year-old male segment.
Which means that as many men 18 to 34 were watching telenovelas on WUVC as were watching Everybody Loves Raymond or CSI: Crime Scene Investigation on WRAL.
In October 2004, the final episode of a Univision telenovela delivered more 18- to 49-year-old viewers than ABC, CBS, FOX, WB, or UPN.
Nationwide.
And in July 2006, Univision scored another impressive landmark.
Its 18- to 34-year-old viewership in prime time beat every network but FOX.
For an entire week.
Top-rated English-language shows may not even register among Hispanics.
In fact, in 2005 only four English-language shows made it into the top 40 among Latino viewers: American Idol ranked highest at 29, with Desperate Housewives, CSI, and The Simpsons trailing behind.*
And Univision is not alone.
Spanish-language television is expanding and targeting specific niches within the larger Latino market.
In fact, today more than 70 cable and dozens of local independent stations offer Spanish-language programming.
Which is good for advertisers.
Because it means we can target Latinos more precisely for you.
:: :: ::
Next time we’ll talk about whether you should advertise in English or Spanish.
And why it makes a difference.
Stay tuned.
*Source: International Communications Research, 2005.
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