Critical Factors For Successful Hispanic Marketing

1. Critical Factors For Successful Hispanic Marketing

2. Outline • Product Life cycle • Acculturation or Lifestyle Stage • Right versus Left Brain thinking • Communication Style • DM and Culture • Commitment

3. Hispanic African-American Asian-American Non-Hispanic Whites Population Growth 2000 - 2050

4. Without white immigration this is a (negative) number Population Growth 2000 - 2050 2042

5. Where Is Your Customer in the Product Life Cycle?

6. Where Is Your Customer in the Life Stage and Acculturation Range?

7. Product Life Cycle Acculturation Range Life Stage

8. Privacy (maybe) AD&D or Burial Insurance with casket repatriation

9. Left vs. Right Brain Right brain Left brain • Intellectual • Sequential • Analytical • Logical • Accuracy-Driven • Emotional • Intuitive • Creative • Big Picture • Visionary It is important to understand that, in general, Latinos are culturally “hard wired” differently. There is more focus on right brain thinking.

10. Left vs. Right Brain • To reason in English is not the same thing as to reason in Spanish • To put it simply, language has an ideological agenda that is likely to be hidden from view • We incorrectly believe it to be a direct, unedited, unbiased expression of how the world really is. • But English and all languages are biased! • Spanish is a right brain language, so…. • The Spanish language has not favored intellect over emotion. It’s bias, or thought process, has not favored the left brain over the right brain. This Is a Very Real Cultural Difference

11. Left vs. Right Brain He's on top of the situation, in highcommand, and at the heightof power in having so many people under him. His influence started to decline, until he fell from power and became the low man on the totem pole, at the bottomof the pile.

12. Language Preference in 20 Situations • When writing my own notes I prefer to write in • I prefer to thinkin • I prefer to pray in • At church/temple I prefer to speak • When speaking at home, I prefer to speak • When speaking to children in my family, I prefer to speak • When speaking to my spouse/partner, I prefer to speak • When speaking to my brothers/sisters, I prefer to speak • When speaking to myparents, I prefer to speak • When speaking to my grandparents, I prefer to speak • When speaking to answeringservices over the phone, I select • While ordering over the phone from catalogs, I prefer to speak • When using an ATM I prefer to use • I prefer to shop at stores where I can speak • When speaking atwork, I prefer to speak • When speaking at school, I prefer to speak • When speaking to my friends, I prefer speak • I prefer to listen to the radio in • I prefer to watch TV in • When reading newspapers/ magazines I prefer Cecilia Alvarez, FIU, 2004

13. English and Spanishequally Englishmost of the time English all the time Spanish most of the time Spanish all the time Spanish language use declines as the generation increases Cecilia Alvarez, FIU, 2004

14. A person should always support his uncles or aunts if they are in need Relatives are more important than friends No matter what the cost , dealing with my relatives’ problems comes first Children should always have the respect for their parents Children should always have respect for elderly people Adult children should make sacrifices to care for their parents Adult children should often seek their parents’ advice Parents should sacrifice themselves in order to provide their children with the best Daughters should live with their parents until they get married Married children should live close to their parents to help each other Aging parents should live at home with their children I will be fulfilled as my family succeeds I value my children’s health above my own I work hard to give my children the best education they can get One of the most important goals in life is to have children Some equality in marriage is good, but by and large the father ought to have the main say in family matters Parents should feel responsible for their children’s happiness In an unhappy marriage, parents should stay together for their children’s sake People should consult close relatives concerning important decisions Keeping old family recipes is important Children should be taught about their family history Familism

15. Disagree Neutral Agree Strongly agree Cultural values are maintained even as the generation increases Cecilia Alvarez, FIU, 2004

16. Disagree Neutral Agree Strongly agree 2 3 4 5 There are significant differences between the Hispanic and general market White Hispanic (Average of generations) Cecilia Alvarez, FIU, 2004

17. Mainpoint/conclusion Supporting Arguments Hispanic General Market Supporting Arguments Mainpoint/conclusion Cultural Communication Style Neither is right nor wrong - they’re just different. Americans expect an answer upfront followed by supporting arguments. Latin Americans first give the supporting arguments that lead down to the answer. This is not a language issue, it’s actually an issue that is strongly influenced by what is considered a persuasive argument in each region.

18. Culture and DM • The family is always important. • Emphasize the 800 number. • Outbound TM may be a very viable option. • Hispanics are cynical and skeptical. • Clear product explanation • Word of Mouth is very powerful. • Hispanics love to be courted. • Build Trust

20. Step 2 - Commitment • A motherhood statement….yes! However, it is absolutely essential for success. • It is easier to make the case if a clearly defined opportunity is presented. • You must have adequate budget, personnel or outside resources. • Entering the Hispanic market is not a test, it is a launch. It is essential for any companies future survival. However….. • You will make mistakes, tests may not work and initial numbers may be disappointing. That’s why a serious commitment is required.

21. Step 2 - Commitment • If you hear things like: • Just translate the stuff we have • Make the tests as cheap as possible • If the test doesn’t work, that’s it • We don’t have budget for this • We will use Maria Gonzales from accounting to translate • We cannot afford to adapt backend infrastructure right now • We tried that before….. • Real ignorance or insensitivity to cultural differences • There has to be a market • Either push harder, ask for a transfer or quit.

22. Hispanics and Giving Independent Sector 1999

23. ¡Gracias y Thank You! Michael Saray Hispanic Marketing, Inc. 419 Lafayette New York NY 10003 212 277 8027 Michael@michaelsaray.com