MARKETING TO AMERICAN LATINOS, PART 1 A Guide to the In-Culture Approach
by Isabel Valdes
Tap into $400 Billion in Latino Purchasing Power with In-Culture Marketing
Named by American Demographics magazine as the "21st Century Star of Multicultural Research," author Isabel Valdes gives you the facts and figures you need to understand the size and power of the rapidly growing U.S. Hispanic market. She introduces you to the New Latina and Generation , and tells you how to market to them. Most important, she helps you understand the potential of an exploding market and the culturally sensitive issues you must respect if you plan to do business within this enormous Latin community.
HIGHLIGHTS:
Profile the "New" Hispanic Consumer: A Snapshot of the Year 2000
In 1960 there were fewer than 7 million Hispanic Americans. The 2000 Census will count more than 8.7 million Hispanic households, home to more than 31 million Hispanic Americans. More than 50 charts and tables will help you comprehend the size and scope of this rapidly growing market segment.
$400 Billion in Latino Purchasing Power
Not all Latinos are from agricultural families living in poverty. In fact, 92 percent live in metropolitan areas, compared with 77 percent of white non-Hispanics. And 50 percent of all Latino households have household incomes of $28,300 or more.
The In-Culture Approach to Advertising
If you're designing a commercial for a Latino audience that requires the presence of a minor or a woman, can you show an Hispanic child playing alone, unsupervised in a non-family environment? Can you show a young adult Hispanic woman living by herself? Or a Latina drinking an alcoholic beverage alone? Yes to any of these questions could result in a commercial that backfires.
A Few Words on Language
A well-known airline tried to lure passengers with the phrase Sentado en cuero. The original message was intended to emphasize the comfort of sitting on leather seats, but the translation encouraged consumers to "sit naked." Find out how you can avoid this snafu.
Case Studies of Successful Latino-Marketing Campaigns
Detailed case studies-planning through execution to measured results-of campaigns for American Honda, JCPenney, La Opinin, EL POLLO LOCO, House Foods America, California Mercury Dealers Association, Paragon Cable San Antonio, and Tecate(r) beer.
Sources for Latino Market Research and Marketing Program Implementation Find the experts who can help you get your Hispanic marketing program off the ground.
Companion CD-ROM & Online Support Site
Included are approximately 50 charts and tables available as PDF files on a companion CD-ROM. You can put them to use in your next presentation. The CD-ROM also allows you to view key elements of Hispanic print and TV ads, hear examples of new variations of Latin music, and peek into the homes of Hispanic Americans. Plus, access to an interactive companion web-site for the latest in Latino market developments.
Isabel Valdes, a native of Chile and a Californian by choice, has been a leader in researching the Hispanic market in the United States. As founder and president of Hispanic Market Connections, Inc., she has been a pioneer in multicultural research. In 1998 she was named president of Cultural Access Worldwide, a subsidiary of Access Worldwide. Recently, she became the chairperson of Cultural Access Worldwide, in order to pursue her interests in teaching and writing. ACNielsen selected Valdes to help build a Hispanic panel for its HomescanTM service in Los Angeles. She has also developed standardized testing and language segmentation techniques. Ms. Valdes is a lecturer and faculty member at Stanford University's Professional Publishing Course and at UCLA's Anderson School of Business Executive Education Program. She co-founded the research committee for the Association of Hispanic Advertising Agencies (AHAA) and co-founded the Ethnic Research Committee of the Advertising Research Foundation (ARF). She frequently speaks about the Latino market to audiences in the U.S. and abroad.
