Embed Size (px)
Citation preview
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Discover the Right Approachto Engage Hispanics
Sandra Diaz, [email protected]
(646) 580-5842
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Why Engage Hispanics?
© 2014 DIAZ & CO. Hispanic Experts, Inc. 3
Break Through The Clutter
You can reach Hispanics
using mainstream tacticsBut…
You will not differentiateand grow sales
unlessyou engage
Hispanics
© 2014 DIAZ & CO. Hispanic Experts, Inc. 4
Big Enough to Impact Your Business
=
U.S. Hispanic Buying Power = $1.5 TrillionHuge segment, market as large as Canadian
economy
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Should You Worry About Engaging Hispanics?
© 2014 DIAZ & CO. Hispanic Experts, Inc. 6
How much of your business comesfrom “dark green” areas?
QuintilesHigh~40% HispanicAbove Average~20% HispanicBelow Average~9% HispanicLow~5% HispanicVery Low~2% Hispanic
Source: Nielsen Pop-Facts, 2011
© 2014 DIAZ & CO. Hispanic Experts, Inc. 7
Do you measure business performance in high vs. low Hispanic areas?
This brand must engage Hispanics because highly Hispanic stores are negatively
impacting brand sales and growth
© 2014 DIAZ & CO. Hispanic Experts, Inc. 8
What % of your Target Market is Hispanic?
• Home Depot shoppers
• B2B – Cleaning Pros
• B2C – Home Owners
40% of Home Depot stores are “Hispanic”
17% of 1-Person Cleaning Companies are Hispanic
9% are Hispanic
© 2014 DIAZ & CO. Hispanic Experts, Inc. 9
How much do Hispanics spend on your category vs. non-Hispanics?
And, how much are competitors in your category spending to engage Hispanics?
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Approaches to Engage Hispanics
© 2014 DIAZ & CO. Hispanic Experts, Inc. 11
3 Approaches to Engage HispanicsTargeted
Address Unique
Hispanic Needs and
Experiences
Rely on Mainstre
amWhat Works For Everyone
Works For Hispanics
Cross-Cultural
Address Hispanic
Needs/Experiences
Alongside Those of Other
Segments
© 2014 DIAZ & CO. Hispanic Experts, Inc. 12
Advertising ExamplesTargeted ads/brands are rarely relevant to other segments or the mainstream audience• Telcel AMERICA wireless plan to call Mexico
Cross-cultural ads are suitable to run in mainstream media, since everyone can relate• StateFarm Latino features three different fan segments in one ad• RadioShack ad speaks to mainstream but is led by Hispanic insights• Advertising adaptations (shadow shoots) are also a form of cross-cultural
messaging – one insight applies to multiple groups– Clairol Nice n Easy “Kate” English :30– Clairol Nice n Easy “Sara” Spanish :30 (Puerto Rico)– Clairol Nice n Easy “Sara” Spanish :15
Rely on Mainstream includes ad translations, which is OK to do if Hispanic attitudes and usage are similar to mainstream• Sears President's Day Sale ad
© 2014 DIAZ & CO. Hispanic Experts, Inc. 13
Other ExamplesTargeted
Address Unique
Hispanic Needs and
Experiences
© 2014 DIAZ & CO. Hispanic Experts, Inc. 14
Events/Social Media Hashtag With Uniquely Hispanic Meaning to Educate and Entertain
© 2014 DIAZ & CO. Hispanic Experts, Inc. 15
Uniquely Hispanic Memes on Social MediaHispanic Celebrity Imitates Latin American
AccentsSite Visitors Guess Which Country They Belong
To
© 2014 DIAZ & CO. Hispanic Experts, Inc. 16
Uniquely Hispanic Experiential Marketing
Classical Music Rendering
of Traditional Latin American
Music and Nursery Songs
© 2014 DIAZ & CO. Hispanic Experts, Inc. 17
Other ExamplesCross-
CulturalAddress Hispanic
Needs/Experiences
Alongside Those of Other
Segments
© 2014 DIAZ & CO. Hispanic Experts, Inc. 18
I’m on a diet…but one (churro) is
OKState Farm – Abuela Tips
Social Media That Mixes Hispanic Cues With Situations That Everyone Understands
© 2014 DIAZ & CO. Hispanic Experts, Inc. 19
Assorting Store Shelves With Mainstream Items That Highly Appeal
To Hispanics
© 2014 DIAZ & CO. Hispanic Experts, Inc. 20
Other ExamplesRely on
Mainstream
What Works For Everyone
Works For Hispanics
© 2014 DIAZ & CO. Hispanic Experts, Inc. 21
Website translations are OK but need to deliver same experience in both languages
© 2014 DIAZ & CO. Hispanic Experts, Inc. 22
Process: Tactical vs. Strategic
• Hispanic as a Tactic within Mainstream Strategy– Develop initiatives after establishing mainstream plans– Marketing or outreach-focused, minimal process
impact
• Total Market Strategy– Overarching brand strategy that considers and
integrates needs of diverse segments from planning to execution
– Impacts internal processes beyond marketing
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Key Takeaways
© 2014 DIAZ & CO. Hispanic Experts, Inc. 24
Key Takeaways• You could reach Hispanics in mainstream but
must engage them to differentiate• Can you afford to ignore Hispanics? Check
First!– Geography– % Hispanics in Target Market– Hispanic spending in Category– Competitive pressure
• Hispanic impact/importance drives– Approach to Engage Them– Changes to Internal Processes
© 2014 DIAZ & CO. Hispanic Experts, Inc.
Want to Find OutThe Best Approach For Your
Brand?Click Here to Take the Quiz!
[email protected](646) 580-5842
© 2014 DIAZ & CO. Hispanic Experts, Inc.
APPENDIX
© 2014 DIAZ & CO. Hispanic Experts, Inc. 27
Which to Use – Hispanic or Latino?
