Hispanic Marketing | Fried Logic

13. There’s More than One Way to Skin a Gato – Part 3

Mar22010

UnivisionDish Spanish-language television.

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.

14_Composite_TVLogos

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.*

15_Composite_TVShows

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.

12. There’s More than One Way to Skin a Gato – Part 2

Feb162010

Jim Stevens-Arce

12_Composite

From Omaha to Atlanta to Lexington to Milwaukee — and points in between — Spanish-language radio stations have been proliferating across the U.S.

(I probably don’t need to tell you that radio stations don’t pop up until after there’s an audience for them.)

Not only is Spanish-language radio enjoying rapid growth — it’s also enjoying dominating ratings.

Take Atlanta in 2004, for example.

In response to the rising Hispanic population in the area, Clearwater Channel’s radio station WWVA converted from general market English-language programming, which was eking out a barebones 1.6 share among the 18- to 34-year-old listener group, to a Spanish-language format.

The result?

Its share of that coveted demographic shot up to 11.3 – a 700% increase.

Overnight.*

Not bad.

But perhaps not surprising.

The fact is that 87% of adult Latinos access Spanish-language radio, television, or newspapers on a regular basis.

They spend 18 hours a week watching television — approximately 50% of it in Spanish. And 15 hours a week listening to radio — of which 50% is also in Spanish.

That’s double the time non-Hispanics spend. Oh, and 29% of them also prefer their newspapers in Spanish.**

So if you’re planning to target the Hispanic market, the Spanish-language media is something you shouldn’t overlook

:: :: ::

Next time we’ll talk about Spanish-language television.
And some data points that may surprise you.
Stay tuned.

*Source: Arbitron. **Source: Bendixen & Associates.

TAGS: Advertisers, Hispanic Marketing, Hispanics, Latinos, Media, Newspapers, Radio, Spanish-Language Radio, television Leave A Comment

11. There’s More than One Way to Skin a Gato – Part 1

Feb22010

Jim Stevens-Arce

Mother.
Family.
Education.
And success.
These are some of the core emotional touchstones an advertiser would do well to keep in mind when targeting Hispanics.
So, okay, let’s assume you’ve done that.
Now, how do you reach them?
(Outside of traditional media, which we’ll touch on in future posts.)
1. Hispanics tend to be group oriented.
They enjoy group outings such as soccer games, street fairs, and festivals.
So outdoor ads with simple messages located at or en route to these activities can generate large reach and frequency numbers at low cost.
2. Hispanics tend to shop in groups.
At the auto dealer, at the department store, at the supermarket, at the mall — you’ll often see Hispanics traveling in couples, trios, quartets, entire families.
That translates into more potential customers.
And more potential sales.
For example, “Buy One, Get One Half Off” deals can target both the shopper and the companions.
3. Hispanic families are often three-generational.
That means kids, parents, and grandparents.
So including the grandparents in ads targeting Hispanic families can be a wise marketing strategy.
4. Hispanics tend to place great stock in word-of-mouth.
When someone they respect speaks, Latinos listen.
So such a person’s endorsement of a product or service can be a powerful motivator for purchase or trial.
5. To Hispanics, relationships matter.
Latinos like to feel like a friend, not just a customer.
So in your advertising — and in your place of business — it pays to treat them as such.

:: :: ::

Next time we’ll talk about some other effective ways to reach Hispanics.
And why they work.
Stay tuned.

TAGS: Advertisers, Education, Emotional Touchstones, Endorsements, Family, Group Oriented, Hispanic Marketing, Hispanics, Latinos, Mothers, Outdoor Ads, Relationships, Success, Three-Generational, Word-of-Mouth Leave A Comment

Latino Consumer Spending Growth Outpaces the General Market

Jan192010

Jim Stevens-Arce

MoneyChart According to the experts, the U.S. economy began slipping into a recession in December 2007.

And then things got worse.

That’s common knowledge.

What may not be so well known is the surprising bit of good news that came to light in the last month of 2009 amid all of the mostly bad.

Turns out that even as the U.S. economy was contracting and consumers in general were cutting back, spending by Hispanics was shooting up by 6.4% — more than double the more modest 2.9% growth registered by non-Hispanics.

That’s from a report by the Latinum Network based on recent consumer spending figures released by the U.S. Bureau of Labor Statistics.

So in what major categories did the growth of Hispanic consumer spending far exceed that of non-Hispanics?

Well, they included, among others:

• cereals
• computers
• education
• entertainment fees and admissions
• food away from home
• laundry and cleaning supplies
• major appliances
• vehicle finance and insurance
• women’s apparel

And listen to these specific examples.

From 2007 to 2008, the food industry grew by $40 billion. Thirty percent of this came from Hispanic consumers.

Hispanics also spent 58% more on education (compared to 9% for non-Hispanics) and 14% more on entertainment admissions and fees (compared to a decline of 7% for non-Hispanics).

All of which reminds me of the closing questions I posed in my very first post to this blog four months ago.

What if there were a market for your product that you haven’t even tapped into?
A market 45 million strong.
And growing.
A market with a buying power of almost $1 trillion.
And growing.
Would you be interested?

With Hispanics outspending non-Hispanics in the midst of the worst economic downturn since the Great Depression, the question now is–

Can you afford not to be?

:: :: ::

Next time we’ll pick up where we left off with our previous post and talk about some effective ways to reach Hispanics.

And why they work.

Stay tuned.

10. Mañana Will be Better

Dec12009

Jim Stevens-Arce

Graduation Mother.

And family.

In previous posts, we’ve touched on their importance to Hispanics.

And on why advertisers targeting Hispanics should be aware of that importance.

Two other things are almost equally important to Hispanics.

Education.

And success.

Like parents everywhere, Latinos harbor aspirations for their children.

For a better education.

A better job.

A better life.

They dream of seeing their children graduating from college.

Landing a good job.

Enjoying success.

And respect.

And economic security.

Advertising that reflects these aspirations –

That encourages them –

That celebrates them –

Can reach Hispanics on a deep emotional level.

Because it speaks to them.

And says you understand them.

:: :: ::

Next time we’ll talk about a few effective ways to reach Hispanics.
And why they work.
Stay tuned.

TAGS: Advertisers, Aspirations, Children, College, Economic Security, Education, Family, Graduation, Hispanic Marketing, Hispanics, Latinos, Mothers, Success Leave A Comment

9. Who’s the Jefe?

Nov102009

Jim Stevens-Arce

√LatinoFamily_26 Some Hispanic men may still be machistas.

But in most Hispanic households, Mamá is the one who runs things.

That’s why advertising aimed at anyone in a Hispanic home often tends to be more effective when it addresses Mom, too.

A lot of the time, she’s the decision maker.

Even when it may not be obvious.

And even when she doesn’t flat-out say “no” or “buy this,” in most households she still exerts a strong influence.

Consider this example.

English-language breakfast cereal ads generally target: whom?

That’s right.

Kids.

And they tend to focus on fun and flavor.

As does the following English-language commercial for Honey Nut Cheerios, which plugs the cereal’s sweet honey flavor, the magic compass decoder prize inside, and the “cool games” on the back of its box.

So who do Spanish-language spots target?

The mother.

And they tend to focus on the cereal’s health and nutritional values.

As does the following Spanish-language cereal commercial, which urges mothers to protect their children against anemia by giving them Kellogg’s Corn Flakes for breakfast because the vitamins A and C they contain can help triple the body’s ability to absorb iron.

Why the difference?

Simple.

The English-language spot expects the child to decide what the mother will buy.

The Spanish-language commercial knows the mother will decide what her child eats.

See, in Latino homes, Mamá still knows best.

And that’s something advertisers need to know, too.

:: :: ::

Next time we’ll talk about two other important values Hispanics hold dear.
And why they should be important to you, too.
Stay tuned.

TAGS: Advertisers, Breakfast Cereal Ads, Hispanic Marketing, Hispanics, Kids, Latinos, Machismo, Mothers, Spanish-Language Advertising Leave A Comment

8. La Familia is an Institution – Part 2

Nov32009

Jim Stevens-Arce

my_family_mi_familia_poster In 1995, Latino filmmaker Gregory Nava co-scripted and directed a generational saga he titled My Family, Mi Familia.

(Francis Ford Coppola, who knows a little something about families and generational sagas himself, executive produced.)

And in 2002, Nava created the television drama American Family, which told the story of a Latino family in America and ran on PBS for two seasons.

Coincidence?

Maybe.

But, you know, Hispanics tend to be family-oriented.

Strongly so.

So it shouldn’t surprise advertisers to learn that marketing strategies which focus on family values tend to appeal to them — strongly — as well.

Or that ads targeting Hispanics tend to be more successful when they show the whole family benefiting from and enjoying the product or service.

Examples.

Two similar products.

Two different companies.

Two similar approaches.

First company: Honda.

The Japanese carmaker usually markets the more sporty coupe model of its Accord line to non-Hispanics.

But when it targets Hispanics, Honda highlights the sedan as the ideal family car.

Likewise Ford.

For non-Hispanics, it positions the Focus as a fun-to-drive vehicle for young people.

But when it goes after Latinos, Ford features the Focus’s pluses as a family car.

23_Composite_FocusAccord Two different companies.

Two different cars.

Two similar approaches to positioning each car.

Each based on understanding the target and its feelings.

:: :: ::

Next time we’ll talk about who’s the boss in Hispanic households.
And how to get the boss on your side.
Stay tuned.

TAGS: Accord, American Family, Family, Focus, Ford, Francis Ford Coppola, Gregory Nava, Hispanic Marketing, Hispanics, Honda, Latinos, Marketing Strategies, Mi Family Mi Familia, PBS, Positioning Leave A Comment

7. La Familia is an Institution – Part 1

Oct272009

Jim Stevens-Arce

LatinoFamily_34 What comes first in your life?

For some people, it could be their career.

Their ambitions.

Their dreams.

Their goals.

For Latinos, family comes first.

It shapes the way we look at the world.

The way we look at ourselves.

The way we make our decisions.

Especially the big ones.

How do you feel about the following statement?

“When it comes to important things in my life, I almost always seek the opinion of my extended family members.”

50% of all Hispanics agreed, compared to only 33% of non-Hispanic whites.*

How about this one?

“In my family, we discuss everyday things together before making a decision.”

60% of Hispanics agreed, compared to only 45% of African-Americans and 48% of non-Hispanic whites .*

Family is an important part of how Hispanics define themselves.

That’s why it can often be more important to target and market to la familia, rather than strictly to individuals.

:: :: ::

Next time we’ll continue talking about targeting la familia.
And provide a couple of examples of how savvy advertisers have done so successfully.
Stay tuned.

*Source: Yankelovich Monitor Multicultural Marketing Study, 2006.

TAGS: Family, Hispanic Marketing, Hispanics, Latinos Leave A Comment

6. Living the Hispanic Dream

Oct202009

Jim Stevens-Arce

Statue_Of_Liberty_ 1_150dpi How do you define the American Dream?

According to Wikipedia, it’s “a national ethos of the United States of America in which democratic ideals are perceived as a promise of prosperity for its people.”

James Truslow Adams is credited with having coined the term in his 1931 book The Epic of America, in which he states that it’s “that dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement.”

And some have defined it a bit more succinctly as “success, fame, and wealth through thrift and hard work.”

Turns out Latinos believe in the American Dream.

They come to the United States for the same reason every wave of immigrants before them did.
Including the Founding Fathers.

Dinnertime_618pixels

To build a better life.

The U.S. offers them the opportunity to make that dream come true.

That’s why, like the Founding Fathers and every other wave of immigrants before them, they have been willing to serve — and even die for — this country.

Remember the ship’s captain who shouted, “Damn the torpedoes, full steam ahead!“? The guy who went on to become the U.S. Navy’s first admiral?

Sure, you do. But did you know he was Hispanic?

Sí, señor.

DavidFarragut_618pixels

David Farragut’s father Jorge was born on the Spanish island of Minorca and had served in the American Revolutionary War.

And the admiral and his father aren’t the only Hispanics the U.S. military can boast of.

Did you know that more than 1.1 million Latinos have served honorably in the U.S. armed forces?

Or that 41 Hispanics have won the Congressional Medal of Honor, our nation’s highest military award for valor in action?

Twenty of them posthumously.

Latinos believe in the American Dream.

ArlingtonNtlCemetery_618Pixels

And have been willing to lay down their life for it.

:: :: ::

Next time we’ll talk about what comes first for Latinos.
And we’ll continue to talk about why understanding their values is important.
Stay tuned.

5. Where Does the Dinero Come From?

Oct132009

Jim Stevens-Arce

In an earlier post, we mentioned that Hispanics’ buying power is about to outstrip that of every other minority in the country.

Money_7 (A projected $1 trillion by 2010 — a 457% increase over 1990 compared to a 176% increase in non-Hispanic buying power.)

So, where’s all that money coming from?

Well, you’ll find Latinos working in almost any job category you can think of.

Cowboys and cannery workers.

Disk jockeys and doctors.

Biologists and business executives.

Teachers and telecommunications engineers.

Secretaries and sales managers.

Hospitality workers and healthcare providers.

And, yes, gardeners and domestics and construction workers.

But here’s the part that might surprise you.

Turns out a lot of Hispanics own businesses.

Yep.

Three million of them.

That generate some $450 billion in annual sales.*

Which means Hispanic businesses need –

Banking and telecommunications services.

Computers and office supplies.

Office furniture and vehicles.

Janitorial and sanitation equipment.

22_Composite_Businesses_3

And a host of other products and services.

So again the question is this.

Are they buying any of these things from you?

:: :: ::

Next time we’ll talk about what makes Latinos tick.
And about why understanding their values is important.
Stay tuned.

*Source: Selig Center for Economic Growth, 2006.

TAGS: Business Owners, Businesses, Hispanic Buying Power, Hispanic Marketing, Hispanics, Latinos, Minorities Leave A Comment

13. There’s More than One Way to Skin a Gato – Part 3

12. There’s More than One Way to Skin a Gato – Part 2

Latino Consumer Spending Growth Outpaces the General Market

10. Mañana Will be Better

9. Who’s the Jefe?

8. La Familia is an Institution – Part 2

7. La Familia is an Institution – Part 1

6. Living the Hispanic Dream

5. Where Does the Dinero Come From?

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