Common Misconceptions about Reaching the Hispanic Market

1. Common Misconceptions about Reaching the Hispanic Market Blanca and Albert Torres tú Decides/You decide Media, Inc. Blanca@TuDecidesMedia.com Albert@TuDecidesMedia.com www.TuDecidesMedia.com

2. What we’ll cover today • Common Misconceptions • Hispanic Population • Language Preferences • Video Clip • Observations • Washington State Market • Secrets to Reaching the Hispanic Market

3. Common Misconceptions • Hispanic = Spanish Speaking Only • Hispanic = Mexican • There are 20 other Latin countries besides Mexico • Hispanic = poor • Hispanic = uneducated • Cinco de mayo is Mexico’s independence day • September 16th is Mexico’s independence day • Hispanic is a race • Hispanic is an ethnicity, not a race

4. Famous Quote • “It is exhausting being Mexican/American. You have to be more Mexican than the Mexicans and more American than the Americans both at the same time.”---Edward James Olmos as Abe Quintanilla in the film Selena

6. Perception of the Hispanic Population

7. Seattle’s Designated Market Area

8. Seattle’s Designated Market Area

9. Seattle’s Designated Market Area • In all, 291,260 Hispanics live in the Seattle DMA. For the most part, many of the Hispanics that reside in the Seattle market are English-dominant or “bilingual English preferred.” • According to Geoscape, more than 100,000 Latinos call themselves English dominant. An additional 68,400 prefer to use English. At the same time, 43,400 Latinos label themselves as Spanish-dominant and 43,150 others say they are “bilingual Spanish preferred.

11. Seattle’s Designated Market Area

12. Wayne Gretzky “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” The puck has already moved.

13. Video #1 Clip • United States Hispanic Chamber of Commerce http://www.ushcc.com

14. Am I Welcome Here? Detra Y. Montoya, Ph. D.

15. Research Summary • The data reveal that ethnic consumers assess their place identities in retail establishments. The findings support the perspective that a physical environment is also a social setting, composed of people who transmit verbal and nonverbal cues, between and among one another. These cues are laden with meaning that ethnic consumers use to evaluate their place identities. The themes support three propositions:

16. Research Summary • Proposition1. Ethnic consumers view the ethnic background of employees and customers as a servicescape element, a process called “place likening,” which influences their behavioral intentions and satisfaction toward a retail establishment. • Proposition2. Ethnic consumers view verbal cues from employees or customers as a servicescape element, which influences their behavioral intentions and satisfaction toward a retail establishment. • Proposition3. Ethnic consumers view nonverbal cues from employees or customers as a servicescape element, which influences their behavioral intentions and satisfaction toward a retail establishment. Servicescape: a consumption setting's built environment

17. Examples • Victoria’s Secret • Expo NW • How Expo NW Started • Success in only one year • Partnerships Built • Making Memories • Hispanic Chamber of Commerce • Greater Seattle Chamber of Commerce • US/Mexico Chamber of Commerce

19. Observations • The influence of family • Traditions (Thanksgiving meals) • News stories - Have multiple variations of each story • Hispanics focus more on individuals than the name outside the building.

20. Quick Terms • Hispanic: relating to or derived from the people, speech or culture of Spain or Portugal. • NOTE: Widespread usage of the term “Hispanic” dates back to the 1970s, when the Census asked Hispanics to self-identify as Mexican, Puerto Rican, Cuban, Central/South American or “other Hispanic.” • Latino: people of “Latin-American” descent. • NOTE: While the terms Hispanic and Latino are used interchangeably, they do have different connotations. Hispanic Trends, Hispanic Magazine’s polling firm, reported that 65% prefer the term Hispanic, while 30% prefer Latino.

21. Hispanic Market • The impact of the growing Hispanic/Latino market is up almost 58% from 1990 to 2000, representing almost 15% of the U.S. population and wielding $653 billion in purchasing power in 2003. • Hispanic/Latino buying is $686 billion dollars as of 2004. Spending power in 2009 will be $992 billion, more than quadruple the $221 billion reported in 1990. • By 2010 it is estimated that there will be 56 million Hispanic/Latinos; by 2050, 30% of the entire U.S. population will be Hispanic

22. Market Challenges • Hispanics hail from 20 different countries — each with its own cultural nuances • Varying levels of acculturation, language usage and assimilation, which can influence language preference • 62% of all Hispanic adults have lived in the United States 15 years or less

23. Washington State Market • The U.S. Census Bureau now counts 551,000 Hispanics permanently residing in Washington State. • In the Seattle-Tacoma designated market area alone, Hispanic buyer power stands at $3.7 billion, according to the Larson Northwest Hispanic Market Report for 2006-07. • Nearly 75% of permanent NW Hispanics residents are under the age of 35.

24. Washington State Market Source: Larson Northwest Hispanic Market Report, 2006-07 Edition

25. Washington State Market Source: Larson Northwest Hispanic Market Report, 2006-07 Edition

26. Secrets to Reaching the Hispanic Market • Psychology example • Hawthorne effect- people will be more productive when appreciated. • Customer service • It’s not about English vs. Spanish but having a genuine interest in reaching the Hispanic community

27. Video #2 Clip • United States Hispanic Chamber of Commerce http://www.ushcc.com

28. Questions & Comments Blanca and Albert Torres tú Decides/You decide Media, Inc. Blanca@TuDecidesMedia.com Albert@TuDecidesMedia.com www.TuDecidesMedia.com