The Hispanic market and the Ticket industry

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The Hispanic Ticket Market: Reaching Latinos and Hispanics Online

Friday, January 20, 2012

10-11:30am (EST) / 11am – ASTOR BALLROOM

Sebastian Aroca, Managing [email protected]/in/sebastianaroca@hispanicmarkets

If questions arise after this presentation, please feel free to email them to me.

Tapping into Hispanic Internet users

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ispanicMarketAdvisors.com

http://www.ticketsummit.org/nyc/speakers/sebastian-aroca.aspx

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The Hispanic Ticket Market: Reaching Latinos and Hispanics Online

What will we cover during this presentation?

The “big” picture – what piece of the “pie” is the Hispanic market?

What are the overall Hispanic consumer trends? Why is it relevant to consider the Hispanic market in your

overall business plan? What (general) advice do we give companies looking to

enter the Hispanic market?

Tapping into Hispanic Internet users

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Who is Hispanic Market Advisors?

Hispanic Market Advisors ® is a boutique online agency that helps companies of all sizes to improve their online presence through Hispanic search engine marketing (SEM) techniques to reap the growth of the Latin American and US Hispanic market.

Hispanic Market Advisors ® offers premium English to Spanish translation and Hispanic SEM services.

The Hispanic Ticket Market

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Hispanic, Latino, or Spanish origin?

Sizing Current and Potential Hispanic Markets

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The “big” picture – what piece of the “pie” is the Hispanic market?

Population - the fastest and largest growing segment of the U.S. population: accounted for 15.3 percent of the U.S. population

Purchasing power: amounted to $951 billion in 2008, 8.9 percent of the total. Selig Center for Economic Growth projects that purchasing power for Hispanics will continue to grow throughout 2012-2013

Latinos largest markets: Texas, California, Florida, New York, New Jersey, New Mexico, Nevada, Illinois, South Carolina, North Carolina, Georgia, Washington, Arizona

Segmentation – who to target? acculturation, language usage and preference, nativity, and country of origin


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Hispanics Account for More than Half of Nation's Growth in Past Decade


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Hispanic buying power is expected to grow 50 percent in the next five years, from $1 trillion in 2010 to $1.5 trillion in 2015


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Latino Populations in Select U.S. Metropolitan Areas


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What language do US Hispanics use or prefer?

Market segmentation

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What language do US Hispanics use or prefer?

Hispanic Cyberstudy 2010 by AOL

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11Univision video, BILINGUALISM: not a minus!

Why entering the Hispanic market?

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Digital strategies and tactics to reach Hispanic market:

Having a Spanish-language version of your site (translated, localized, and SEO optimized)

Establishing strategic alliances with Hispanic associations and Chambers of Commerce

Building content syndication partnerships Focusing on Hispanic IPs Behavioral targeting Conducting organic Hispanic SEO/SEM and pay per click advertising Engaging Hispanic customers through Hispanic local media and brand Facebook

pages Using Hispanic celebrities or well-known reputable bloggers as brand Ambassadors Launching a special promo during the National Hispanic Heritage Month, Sept. 15

to Oct. 15

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General advice for companies looking to enter the Hispanic market

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General advice for companies looking to enter the Hispanic market

Check your Map Overlay Analytics

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What are the overall Hispanic consumer trends?

Hispanics will continue to consume digital and video content

Hispanics will continue to consume social and mobile content

Hispanics will continue to trade down Hispanics’ coupon usage will continue to grow Hispanics will require high standards of privacy and

security

Hispanic consumer trends

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Why is it relevant to consider the Hispanic market in your overall business plan?

Hispanics historically have been “trendsetters in defining media-consumption habits” in the United States

One 2012 projection is that those Brands with a Hispanic market focus with determination and discipline will continue to see more rapid growth.

Selig Center for Economic Growth projects that purchasing power for Hispanics will continue to grow throughout 2012-2013.

Seventy-nine percent of Hispanics use the Internet to research products before purchasing them and companies before doing business with them, according to Ipsos released results of its U.S. Hispanic Omnibus study in 2009

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Hispanic marketing as part of your overall business plan

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Recommended steps to assess your Hispanic market initiative/opportunity:

I. Sizing Your Online Hispanic Market Sizing Individual Markets for Products and Services Researching Potential Market Situations Determining Competitor Influence

II. Creating Valuable Hispanic Consumer Profiles to Determine Challenges and Opportunities Mastering Hispanic Consumer Profiles The Strength of the Spanish Language in Marketing Spanish Etiquette and Cultural Nuances

III. Be Operationally Ready to Support a Hispanic Online Initiative Starting Multichannel Spanish Language Service Websites Providing Operationally Integrated Website Interface for Hispanic Consumers Helping Hispanic Consumers Access Customer Support Resources

IV. Improving on Current Resources for Hispanic Marketing

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Steps to assess your Hispanic market initiative

Digital strategies and tactics to reach Hispanic market: http://hmas.in/digital-strategies

Overall Hispanic Consumer Trends for 2012: http://hmas.in/hispanic-consumer-trends-for-2012

Event Ticketing Industry and the Hispanic Market: http://hmas.in/entering-the-hispanic-market

Ticket Summit 2012 NYC takeaways – Thank you for participating!

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http://hmas.in/digital-strategies

http://hmas.in/hispanic-consumer-trends-for-2012

http://hmas.in/entering-the-hispanic-market

Business

The Hispanic market and the Ticket industry