Marketing on the Hispanic Market

MARKETING

Are you ready for the New Generation?

TO THEHISPANIC MARKET

Presented byRebecca LambertNorthwest Regional ExecutiveAdelante Media Group SeattleMay 25th, 2010

Get Ready, the Hispanic Boom is comingto theSeattle Tacoma DMA

How long do you have to secure this market?

About 5 years.

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Presented byRebecca LambertNorthwest Regional ExecutiveAdelante Media Group Seattle

The biggest misconceptions can keep your businessfrom prospering.

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Top 10 Hispanic Stereotypes- Laziness / taking a siesta- Alcoholism- Being illegal immigrants / taking American jobs- "Talk funny" (i.e. - with an accent) or can’t speak English- Many children- Eat only Mexican food- Very religious- Wearing sombreros- Work as day laborers - Drive tricked out cars

The Baby Boomer Generation and what it means to your

business.The US population age 65+ in 2010 = 40 million

people.

This will put a tremendous burden on our infrastructure, taxes, health care, home

sales.

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By 2040 that number will equal 80 million

people.

Why we need our minority populations.

50 % of all the new births are to minority families. Hispanics now total 50 Million andby 2037 there will be 100 million.

The "Latin Wave" is bigger than the baby boomer generation. Ninety-five percent of Hispanics consume some form of Spanish language media. This phenomenon demonstrates that Hispanics actively seek out Spanish language media because it is relevant to them.

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We need them educated, and we need them strong.

By 2047 minorities will become the majority.

Hispanic students equal an average

of 15%of the total student population in our

schools.

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Auburn 18% 11.9%Bethel 12.7% 1.2%Burlington-Edison 30.6% 0.9%Chehalis 10% 2.5%Clover Park 20% 9.8%Elma 9.4% 4.6%Federal Way 19.2% 12.8%Fife 14.2% 9.4%Franklin Pierce 13.5% 12.4%Highline 31.6% 21.3%Kent 13% 15%Mount Vernon 49.5% 23.5%Mukilteo 14.6% 15.7% Ocean Beach 11.5% 2.8%Puyallup 8.5% 3.0%Renton 17.7% 14.2%San Juan Island 10.1% 4.5%Seattle 11.5% 12.1%Shelton 16.3% 6.8%Tacoma 14.2% 7.2%Tukwila 24.6% 34.6%Yelm 7.6% 1.1%

School District %

TransitionalBilingual

Grandview School District in Eastern Washington is 87.2% Hispanic.

Transitional/Bi-lingual are students being instructed in Spanish or ESL courses

Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf

http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf

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General Population Figures.

Washington State: 11.2%Total Hispanic population: 757,900

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71% growth from 2000!

Eastern Washington:Yakima County: 109,470Franklin County: 40.004

Wesstern Washington:

Seattle/Tacoma: 9% orKing County: 172,378Pierce County: 72,849Snohomish County: 64,249

Pierce County Population.

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Place 2010 pop 2000 popHispanic

(of any race)

Algona 3,014 2,460 15.9%

Federal Way 89,306 83,259 16.2%

Fife 9,173 4,784 17.4%

Fort Lewis 11,046 19,089 16.3%

Lakewood 58,163 58,211 15.3%

Midland 8,962 7,414 17.6%

North Fort Lewis 2,699 15.8%

Who are you trying to reach?

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Spanish-language advertising is 45 percent more effective than English advertising in reaching this consumer segment.

For main message recall, commercials in Spanish yield 56 percent higher comprehension, and commercials in Spanish are five times more persuasive in creating an "intent-to-purchase" attitude.

Relationship marketing is also important. Hispanics respond well to people who, "make them feel part of the family," and who extend themselves to provide excellent customer service.


Generation Equis.

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Age 25 – 64.English Speaking. Highly acculturated.Professionals, Home Owners. Credit and bank users.Already have established brand loyalty, very brand conscious.Already highly adapted to technology.How to reach them? In English.

New Americans and Second Generation Latinos

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Age 18 – 35.Bi-Lingual speaking. White collar workers and Students.Home Owners and Renters. Use cash, but have credit and bank accounts.Highly brand loyal and trendy.Fastest growing user of NEW technologies.

How to reach them? In Englishand Spanish.

New Immigrants.

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Age 12 – 35.Spanish speaking. Blue collar workers. Renters.Use cash and money orders. Have little brand recognition but are looking to adapt. Rapidly adapting to technology to keep them connected back home.How to reach them? In Spanish.

Understanding the Culture

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Means understanding what is important to us:Three Kings DayOn January 6th, this event celebrates the three Kings arrival in Bethlehem, toys are given to children, and a Rosca, or bread is shared with a baby Jesus inside.

QuinceañeraLa Quinceañera - the celebration of a Latinas fifteenth birthday. This is a religious as well as a social celebration.

PascuaEaster Holy week. Includes Palm Sunday, Vespers of Darkness, Maundy Thursday,Good Friday,Holy Saturday, Easter Sunday…No Bunny, No Jelly Beans.Grito de Dolores (Diez y Seis de Septiembre)Also known as Diez y Seis de Septiembre (September 16th), celebrating when Father Miguel Hidalgo y Costilla made the cry for Mexico's freedom from Spain.

Día de los Niños(April 30) A holiday recognizing children as the center of the Latino family.

Day of the Dead (Día de los Muertos)All Hollow's Eve and All Saints Day. A day to celebrate Ancestors and lost loved ones.

What can reaching out Latinos do for your business?

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Have you sent out the invitation?

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Marketing Rules for reaching this Segment:

Make a Commitment.Be Open.Be Honest.Be Engaging.Be Consistent.Be Frequent.

Be Patient.

THANK YOU


Business

Marketing on the Hispanic Market