Transcript PowerPoint Presentation - Michael Saray Hispanic Marketing
Four Critical Factors For Successful Hispanic Marketing
Outline
1.
Product Life cycle 2.
Acculturation or Lifestyle Stage 3.
Right versus Left Brain thinking 4.
Communication Style 5.
Examples
Population Growth 2000 - 2050
Hispanic African-American Asian-American Non-Hispanic Whites
Population Growth 2000 - 2050
160.0
140.0
120.0
100.0
80.0
60.0
40.0
20.0
137.7
66.9
25.5
Total Hispanic Black (millions)
Without white immigration this is a
22.7
Asian
(negative)
15.4
Other
number
14.6
White
What Do The Numbers Say?
Where Is Your Customer in the Product Life Cycle?
NEW
Where Is Your Customer in the Life Stage and Acculturation Range?
Product Life Cycle Acculturation Range Life Stage
Privacy (maybe) AutoVantage AD&D or Burial Insurance with casket repatriation
Left vs. Right Brain
Left brain
• • • • • Intellectual Sequential Analytical Logical Accuracy-Driven
Right brain
• • • • • Emotional Intuitive Creative Big Picture Visionary It is important to understand that, in general, Latinos are culturally “hard wired” differently. There is more focus on right brain thinking.
Left vs. Right Brain
• • • • • • To reason in English is not the same thing as to reason in Spanish To put it simply, language has an ideological agenda that is likely to be hidden from view We incorrectly believe it to be a direct, unedited, unbiased expression of how the world really is.
But English
and all languages are biased!
Spanish is a right brain language, so….
The Spanish language has not favored intellect over emotion. It’s bias, or thought process, has not favored the left brain over the right brain.
This Is a Very Real Cultural Difference
Left vs. Right Brain
He's on
top
of the situation, in
high
command, and at the
height
of power in having so many people
under
him. His influence started to
decline
, until he
fell
from power and became the
low man
on the totem pole, at the
bottom
of the pile.
Language Preference in 20 Situations
• • • • • • • • • • When speaking to
answering services over the phone
, I select While ordering over the phone from
catalogs
, I prefer to speak When using an
ATM
I prefer to use I prefer to
shop at stores
where I can speak When speaking at
work
, I prefer to speak When speaking at
school
, I prefer to speak When speaking to my
friends
, I prefer speak I prefer to listen to the
r adio
in I prefer to watch
TV
in When reading
newspapers/ magazines
I prefer • • • • • • • • • • When
writing
my own notes I prefer to write in I prefer to
think
I prefer to
pray
in in At
church/temple
I prefer to speak When speaking at
home
, I prefer to speak When speaking to
children in my family
, I prefer to speak When speaking to my
spouse/partner
, I prefer to speak When speaking to my
brothers/sisters
, I prefer to speak When speaking to my to speak
parents
, I prefer When speaking to my
grandparents
, I prefer to speak Cecilia Alvarez, FIU, 2004
English all the time English most of the time English and Spanish equally Spanish most of the time Spanish all the time
Spanish language use declines as the generation increases Cecilia Alvarez, FIU, 2004
Familism
1.
2.
3.
I will be fulfilled as my family succeeds I value my children’s health above my own I work hard to give my children the best education they can get 4.
5.
6.
7.
8.
9.
One of the most important goals in life is to have children Some equality in marriage is good, but by and large the father ought to have the main say in family matters Parents should feel responsible for their children’s happiness In an unhappy marriage, parents should stay together for their children’s sake People should consult close relatives concerning important decisions Keeping old family recipes is important 10. Children should be taught about their family history 11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
A person should always support his uncles or aunts if they are in need Relatives are more important than friends No matter what the cost , dealing with my relatives’ problems comes first Children should always have the respect for their parents Children should always have respect for elderly people Adult children should make sacrifices to care for their parents Adult children should often seek their parents’ advice Parents should sacrifice themselves in order to provide their children with the best Daughters should live with their parents until they get married Married children should live close to their parents to help each other Aging parents should live at home with their children
Disagree Neutral Agree Strongly agree
Cultural values are maintained even as the generation increases Cecilia Alvarez, FIU, 2004
Disagree Neutral Agree Strongly agree 2 3 4 5
There are significant differences between the Hispanic and general market
White Hispanic
(Average of generations) Cecilia Alvarez, FIU, 2004
Cultural Communication Style
Main point/conclusion Supporting Arguments Hispanic General Market Supporting Arguments Main point/conclusion Neither is right nor wrong - they ’re just different. Americans expect an answer upfront followed by supporting arguments. Latin Americans first give the supporting arguments that lead down to the answer. This is not a language issue, it ’s actually an issue that is strongly influenced by what is considered a persuasive argument in each region.
Culture and DM
• The family is always important.
– it’s protecting your family, not financial security, but don’t be patronizing • Free or Gratis is a very powerful word.
– Be Careful • Avoid blatant overuse of numbers.
– You want to reach the heart, not the left brain • Fear is not a good motivator.
– It is too emotional and relies on left brain thinking. Watch the cultural no no’s • Clear product explanation – But don’t be afraid of proven DM techniques
Culture and DM
• Emphasize the 800 number.
– Many Hispanics prefer this order method • Outbound TM may be a very viable option.
• Hispanics are cynical and skeptical.
• Word of Mouth is very powerful.
• Hispanics love to be courted.
• Build
Trust
Mailed: 196,362 Responses: 55 Response Rate: 0.028% Net Profit/Loss:
($66,194)
Direct Translations Awkward, perhaps incorrect, language, takes away from the most important message, valued customer Why lead with a premium? Explain product first, persuade Basic DM rules apply, emphasize offer Very small type Should be bilingual
Good Creative
AMEX “dogs” Magazine Ad (very “in culture”)
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Four Critical Factors For Successful Hispanic Marketing
1.
Product Life cycle 2.
Acculturation or Lifestyle Stage 3.
Right versus Left Brain thinking 4.
Communication Style
DMA is offering a special price of $99 on their report
Reaching the US Hispanic Market: Consumer Attitudes and Buying Behavior
which
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Multichannel Media Channels include direct mail/catalog, Internet/e-mail, telephone, television
With this report YOU can:
•Profile the demographics of the Hispanic-American population •Understand the attitudinal differences between "buyers" and "non-buyers" •Know which language to use when communicating with Hispanic consumers •Uncover the factors that lead to infrequent distance shopping •Identify ways to increase Hispanic consumers' direct-response shopping PLEASE VISIT THE BOOKSTORE TO FIND OUT MORE INFORMATION AND TO PURCHASE THE REPORT www.the-dma.org/bookstore
¡Gracias y Thank You!
Michael Saray Hispanic Marketing, Inc.
419 Lafayette New York NY 10003 212 277 8027 [email protected]