Mistakes To Avoid When Targeting The Hispanic Consumer

Hispanic Marketing:
Mistakes To Avoid When Targeting
The Hispanic Consumer
Kevin Norgaard
Director, Radio Research
602-232-3514
knorgaard@univision.net
Jaime Boyd
Director, TV Research
602-232-3534
jboyd@univision.net
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Power Of The Hispanic Consumer
Arizona
2.0 Million Hispanics in Arizona
East Valley
328,000 Hispanics in
East Valley
Hispanic Population Increased
+57% From 2000-2013
Hispanic Population Increased
+71% From 2000-2013
$22 Billion Buying Power*
$4 Billion Buying Power**
The facts are clear: A rapidly growing population and a rising purchasing
power equals a tremendous opportunity for Hispanic Marketing success!
Source: Geoscape. American Marketscape Datastream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS); Persons 0+; 2000-2013;
* IHS Global Insight, 2013 (based on Phoenix DMA ); ** East Valley Hispanic Chamber of Commerce
*East Valley includes: Apache Junction, Chandler, Ft. McDowell, Gilbert, Mesa, Queen Creek, San Tan Valley, Scottsdale, Tempe
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MISTAKE #1
“SIMPLY TRANSLATING AN ENGLISH
MESSAGE INTO SPANISH”
“Often, when translated into Spanish, an American message turns
offensive, silly or meaningless”, Mayté Sera Weitzman, Houston PR consultant
Mexico-born to Cuban parents, raised in the U.S. and married to an Argentinean
American Dairy Association’s “Got Milk?” campaign was so
successful in the U.S., they decided to expand into Mexico.
“Are You Lactating?”
In the late ’80’s, Braniff Airlines planned to expand their ad
campaign “Fly in Leather” (Vuela en Cuero) into Mexico.
“Fly Naked”
“It won’t leak in your pocket and embarrass you…”
“It won’t leak in your pocket and make you pregnant”
Embarazar
To Embarrass
Tips For Advertising Authentically,
Not Offensively
• Focus On Hispanic Values and Cultural Awareness
- Family importance, traditions, and lifestyles
- Language/cultural preferences depending on country of origin
• Research Your Market
- Contact trusted Hispanic Marketing experts and research firms,
invest in focus groups, etc…
MISTAKE #2
“HISPANICS CAN’T AFFORD YOUR
PRODUCT”
Phoenix Hispanic Households
Spend More on Groceries…
Hispanic
$5,682
+10%
More
Non-Hispanic
$5,183
Average Amount Household Spent
on Groceries in 2012
IHS Global Insight - 2013 Hispanic Market Monitor
Total consumer dollars spending : Food at Home
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…Are Wine Connoisseurs
Hispanic
Non-Hispanic
3.5%
+84%
More
Likely
1.9%
Usual Price Range for a Bottle of
Wine at Store: $20+
Source: Hispanic Scarborough, 2013 Release 2 (Aug 2012 – Jul 2013), Phoenix DMA, Adults 18-49
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…Upscale Shoppers
Hispanics in Phoenix are +6% more likely
to make purchases at upscale retailers…
…And not any more likely than their
Non-Hispanic counterparts to shop at thrift
stores.
Source: Hispanic Scarborough, 2013 Release 2 (Aug 2012 – Jul 2013), Phoenix DMA, Adults 18-49
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…And Spend More on Their Cell
Phone Bills
Amount Spent per Household on Mobile Phone Service in 2012
Hispanic
Non-Hispanic
+31%
$1,029
More Spending
Phoenix
$787
IHS Global Insight - 2013 Hispanic Market Monitor
Total consumer dollars spending : Cellular Telephone
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MISTAKE #3
“HISPANICS ARE ALL THE SAME”
“Treating Hispanics as one uniform market is a BIG mistake”,
Manuel Chinea, Marketing Director for Banco Popular North America
Country Of Origin
New York
28%
Phoenix
91%
Cuban
Puerto Rican
Mexican
Salvadorian
Los Angeles
Miami
34%
10%
Source: Geoscape. American Marketscape Datastream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS); 2013, 0+ Pop
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Language Differences
Example: A Blonde Latina...
Mexico: Güera
Cuba: Rubia
Venezuela: Catira
Colombia: Mona
Example: In Mexico, a Car = Coche
Example: In Guatemala, Coche =
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Spanish Radio Format Strength By Region
Regional Mexican Format
Index: Percent +/- National Format Share
Substantially above national average
Above national average
Near national average
Below national average
Substantially below national average
No stations
Spanish Adult Hits Format
Spanish Tropical Format
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Source: Nielsen Audio, Hispanic Radio Today, 2013
MISTAKE #4
“NOVELAS ARE JUST FOR WOMEN
AND SOCCER IS JUST FOR MEN”
Differences Between
Soap Operas & Novelas
Soap Opera


Broadcast for many years



Y&R (CBS) = 41 years
Days(NBC) = 49 years
B&B (CBS) = 27 years
Generally airs in daytime
Novelas


Similar to a mini-series (3-10 months)


Por SiempreMi Amor (UNI) = 5 Months (ended 5/9/14 )
Fuego en laSangre (UNI) = 10 Months(‘08-’09)
First run novelas air in primetime
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Differences Between
Soap Operas & Novelas
Soap Opera
Actors just starting out- not famous outside of Daytime TV
(Marisa Tomei, Meg Ryan, Kevin Bacon, Demi Moore)
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Differences Between
Soap Operas & Novelas
Novelas
The biggest stars and top talent from Latin America
(William Levy, Jaime Camil, Daniela Castro, Maite Perroni)
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Audience Composition
Soap Operas & Novelas
Overall Viewing
49%
7%
51%
93%
14%
86%
30%
0%
70%
41%
59%
41%
59%
42%
58%
43%
57%
50%
Men
Women
100%
Source: NSI, Phoenix, April ‘14 Sweep (3/27/14-4/23/14), Live+SD, Men & Women 18-49 viewers. Program averages.
Overall Viewing = PUTs M-Su 6a-2a.
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Audience Composition
Soccer vs. Other Sports
Overall Viewing
49%
51%
NBA Playoffs Sun (ABC)
88%
12%
Sprint Cup (FOX)
85%
15%
NBA Playoffs Sat (ABC)
79%
LMX Sunday (UMA)
21%
64%
55%
45%
LMX Saturday (UMA)
54%
46%
0%
Women
36%
USA vs. Mexico (UMA)
50%
Men
100%
Source: NSI, Phoenix, April ‘14 Sweep (3/27/14-4/23/14), Live+SD, Men & Women 18-49 viewers. Program averages.
Comparison of Sports on Broadcast station, Overall Viewing = PUTs M-Su 6a-2a.
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Key Takeaways
Simple translations from English messaging to Spanish can
have disastrous results
Don’t assume Hispanics can’t afford your products and
services
Understand cultural nuances and do your homework before
developing your messaging strategy
Hispanic consumers are not a “one-size-fits-all” group;
consider country of origin, language, etc…
Consider programming differences between English and
Spanish language television
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Thank You!!!
Kevin Norgaard
Director, Radio Research
602-232-3514
knorgaard@univision.net
Jaime Boyd
Director, TV Research
602-232-3534
jboyd@univision.net
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