El Elefante in Your Isles
Content
3/10/2010
El Elefante in Your Isles
“The Blind Men and the Elephant”
1
3/10/2010
“touching its broad, sturdy side…”
2
3/10/2010
“feeling its tusk...”
3
3/10/2010
“taking the trunk with his hands…”
4
3/10/2010
“feeling its leg…”
5
3/10/2010
“touching its ear…”
6
3/10/2010
“grab hold of the tail…”
7
3/10/2010
“…each was partly right, and all were wrong!”
All Latinos are…
8
3/10/2010
9
3/10/2010
The Story of the 3 Rickys
The “Real” Rickys
10
3/10/2010
Country of Origin/Heritage
Language of Preference Socio-Cultural Level
Assimilation/Acculturation
Alejandro Ramirez — 19 years old. Mexican-American. Bilingual (speaks both languages but reads and writes better in English). 2nd generation (born in the US from immigrant parents). Lives in Petaluma, CA, with his parents, who come from lowermiddle class families in Torreon, Coahuila. His family’s annual household income is $45,000. Although he was born and raised in the U.S. and is quite familiar with the cultural landscape, his parents have nurtured a strong love for Mexico and have ensured that he understands his family’s roots.
11
3/10/2010
Fernando Zachniuk — 43 years old. Argentinean. Moved to the U.S. 10 years ago to start a business. He’s bilingual, but more comfortable in Spanish. He owns a condo in Boca Raton. He comes from an upper-middle class Russian-Jewish family from Buenos Aires. He lives with a CubanAmerican divorcée and her 10 year old son. Their annual household income is in the low $200,000’s. He enjoys the amenities and comfort America has to offer, but he will always be an Argentinean at heart.
You wouldn’t market to them the same way, would you?
12
3/10/2010
“Few of their children in the country learn English... The signs in our streets have inscriptions in both languages ... Unless the stream of their importation could be turned they will soon so outnumber us that all the advantages we have will not be able to preserve our language, and even our government will become precarious.”
May 9th, 1753 A letter to Peter Collison
13
3/10/2010
December 4, 1910
14
3/10/2010
There were Outreach Efforts directed to each one of these Minorities…
His lullabies have always been crooned to him in soft Italian – his mother doesn’t speak English “so very good.” But Giovanni is a real American Baby – today he had his daily Ivory Soap Bath!
15
3/10/2010
Planters Presents Sheindele The Chazente
New York, 1930s
Sheindele The Chazente (Jeanne Gornish) sang Jewish liturgical music
16
3/10/2010
“The Secret of a Friendly Smile” Don Q Rum, August, 1971
Many marketers in the early 1970’s hoped that the Hispanic Market went the way that the German, Jewish, Italian, and Irish Markets went before it.
Now they have realized that…
17
3/10/2010
The Hispanic Market is here to stay
Two demographic trends are merging to produce the Latino Wave
• Immigration • Higher birth rate among Hispanic women compared to the rest of the population
Hispanics accounted for more than half (50.5%) of the national population growth between 2000 and 2007 About one-third of Hispanics are not yet old enough to vote (compared to 1/4th of the total population)
Source: Pew Hispanic Center, 2008
18
3/10/2010
Hispanic Births and Net Immigration by Decade: 1960-2030
Source: 2006 Latino National Survey, Pew Hispanic Center
19
3/10/2010
Hispanic Fertility Rate, 2001: 2.9* National Fertility Rate, 2001: 2.1*
* Children per woman
Source: Population Reference Bureau March 2007
GEOGRAPHIC DISTRIBUTION OF THE HISPANIC POPULATION 1980 TO 2006
20
3/10/2010
1980
41
1990
42
21
3/10/2010
2000
43
2006
44
22
3/10/2010
Hispanic Population by County 2007
Source: Pew Hispanic Center
16 States Have at Least Half-Million Hispanic Residents
• • • • • • • • Arizona California Colorado Florida Georgia Illinois Massachusetts Nevada • • • • • New Jersey New Mexico New York North Carolina Pennsylvania
• Texas
• Virginia • Washington
Source: US Census
Bureau
23
3/10/2010
Hispanic population of the U.S. as of July, 2008:
46.9 million
Making Latinos the nation's largest ethnic minority Hispanics constitute 15.4% of the nation's total population
(Not counting the 4.1 million residents of Puerto Rico)
Source: US Census
Bureau
There are more Latinos in America than Canadians in Canada!
Total Canadian Population Was estimated just below 33.4 million on July, 2007
24
3/10/2010
García
is the 8th Most Common Last Name in the Nation
Source: US Census Bureau, 2000
More than 1 of every two people
added to the nation’s population between July 1, 2007, and July 1, 2008, was Hispanic
There were 1.5 million Hispanics added to the population during the period
Source: US Census Bureau
25
3/10/2010
By July 1, 2050
132.8 million Hispanics
will live in the U.S.
30.3% of the total
United States population
Source: Census Bureau
“I see Latino people. I see Latino people everywhere.”
26
3/10/2010
There are an estimated 9 million undocumented Hispanics in the U.S.
Source: Pew Hispanic Center, April 2009
27
3/10/2010
Closeness of Latin American countries to the US
28
3/10/2010
Distance
From NY to London: 3,470 miles From NY to Buenos Aires: 5,253 miles
More options for Keeping in Touch with Friends & Family
29
3/10/2010
More options to Keep Connected with the Culture
30
3/10/2010
Younger and U.S. Born
Nationwide
SOURCE: U.S. Census Bureau, Population Estimates and Projections
31
3/10/2010
Non-Hispanic White Average Age: 40 Hispanic Average Age: 27
Source: Pew Hispanic Center tabulations of the Census’ 2005 American Community Survey
Out of the 10.4 Million Hispanic Families in the U.S., 62% have Children
Younger than 18.
Source: US Census Bureau
32
3/10/2010
20%
of all Elementary and High School Students are Hispanic
Source: US Census Bureau, 2007
33
3/10/2010
Increase in Buying Power
¡Mucho Dinero! Dinero!
• The buying power of Hispanics in 2008 was over $951 billion • In 2010 their buying power will surpass
One Trillion dollars
• The Hispanic market will be more affluent than all of Mexico and one of the largest economies of the world Source: Selig Center for Economic Growth
University of Georgia
34
3/10/2010
Growing Hispanic Economic Muscle
Hispanic Buying Power ($ Billions)
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
Hispanic Market Buying Power Growth Is Outpacing the Nation’s
% Increase U.S. Buying Power 1990-2013
Source: Selig Center for Economic Growth: The Multicultural Economy 2008
35
3/10/2010
Geographically Concentrated Buying Power
The Five States with the largest Hispanic markets account for 67% of Hispanic Buying Power
California ($249 billion) Texas ($171 billion) Florida ($101 billion) New York ($75 billion) Illinois ($41 billion)
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
In 2008 38% of all US Hispanic households had incomes over $50,000
Source: The Latinization of America in the United States 2008
36
3/10/2010
Hispanic/Latino
≠
Latin American
37
3/10/2010
Pilgrims in Peru?
“When you come to the U.S., Thanksgiving is something that you just kind of adopt right way. You can relate to the mythology of the Pilgrims coming here and the Indians helping them out, just like your relatives are helping you out.”
Fernando Rojas Immigration lawyer originally from Colombia
Fathers find their attitudes evolving, too. Benjamin Martinez, who played soccer in his native Mexico, once would have scoffed at the idea of a woman on the field. His two daughters said they wanted to be like their father and play soccer… Source: Chicago Tribune
Girls Playing Fútbol
38
3/10/2010
“Greek” Latinos
Grilling is on the Rise among Hispanics
While 47% of Hispanics grill at least once per week during the grilling season, approximately 23% say they are grilling more than last year.
39
3/10/2010
“Hispanic-ization” of the General Market
40
3/10/2010
Salsa Outselling Ketchup
>
Salsa outsold catsup by nearly $175 million over the 52-week period ending October 8, 2005.
Source: ACNielsen
Tortillas Outsells White Bread
>
Since 2008
Source: Tortilla Industry Association
41
3/10/2010
At the fast food level…
In the Music Industry
Shakira
Marc Anthony
Daddy Yankee
Ricky Martin
Enrique Iglesias
42
3/10/2010
So… How do you connect with them?
43
3/10/2010
“It’s the Culture, _________!” Culture,
James Carville
“I feel the need to preserve my family’s cultural traditions.”
Source: Yankelovich Hispanic Monitor 2005
44
3/10/2010
Are you respecting the culture?
Even when not directly targeting them?
Degree of Intimacy
Latinos go a couple layers deeper in intimacy at every level of human interaction
45
3/10/2010
Acknowledging Others
• Hispanics inherently recognize other people as human beings that need/want acknowledgment as individuals; of their want and needs; of their feelings • Eye Contact • Small talk
Acknowledging Others
Call Centers:
Average customer conversation time Non-Hispanic Whites: 6 minutes Hispanics: 34 minutes
46
3/10/2010
Social Harmony
Hispanics have a need maintain smooth and pleasant social relationships
Personal Space
• In social situations Hispanics find close physical contact with others quite normal
– Hugs – Hand shakes – Kisses
47
3/10/2010
At ease and comfort when hanging out with others and when switching between different cliques
More Gregarious and Socially Flexible
Respect for Authority and Power
Latinos tend to hold respect and admiration for those perceived as with more power and authority
48
3/10/2010
Mujer Power
In 2002 Latinas owned 470,244 firms, employing 198,000 people, and generating $24.9 billion in sales
Mujer Power
By 2004, the number grew to 553,618 firms, employing 320,000 people, generating $44.4 billion.
17% more firms, 61.6% more people employed, 78.3% more sales.
49
3/10/2010
Does it Resonate With Latinas?
Importance of Family
Hispanics are very family oriented; very in touch with one another
50
3/10/2010
Source: Simmons NCS/NHCS: SPRING 2006 Full Year Unified Study
Larger Hispanic Households Represent A Higher Volume Consumer Opportunity
2.6 persons Non-Hispanic HH’s
3.47 persons Hispanic HH’s
Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009
51
3/10/2010
The “Nest” Empties Later
Children from traditional Latino families tend to live at home longer than those who have become assimilated into the American culture
The Importance of Food
• Hispanics spend 17.5% of their income on food, compared to 13.7% for the rest of the population. • In 2003, 39 million Hispanics spent $64 billion on food
Source: The Food Marketing Institute
52
3/10/2010
The Importance of Food
Grocery shopping is a family event
A Hispanic woman would be more likely to go grocery shopping with her husband, children or even parents than alone
RetroRetro-Acculturation:
The "new" Latino pride
• Many Hispanics considered acculturated go through an interesting metamorphosis when they begin to have their own families • A strong yearning to pass on their Hispanic heritage to their offspring • Passing on of cultural traditions, Spanish-language and music.
53
3/10/2010
In which Language should you address Hispanics?
54
3/10/2010
There are 21 Spanish speaking countries in the world
The USA is the 2nd largest
Language Usage Varies Among Hispanics
Speak ANY English (78%) Speak ANY Spanish (86%)
Spanish-Dominant (54%)
English-Dominant (36%)
Source: Simmons NCS/NHCS: SPRING 2008 Full Year Unified Study
55
3/10/2010
Country of Origin
Source: Pew Hispanic Center tabulations of the Census’2005 American Community Survey
Location, Location, Location
In 2007 about 45% of the nation’s Dominicans lived in New York City and about 50% of the nation’s Cubans in Miami-Dade County, Fla.
Source: Census Bureau
56
3/10/2010
When using Spanish consider…
• Different words having the same meaning:
– Car: Carro, Coche, Auto – Straw: Pajilla, Popote, Pitillo, Cañita, Pajita – Beans: Frijoles, Habichuelas, Porotos, Fréjoles
• A word has different meanings:
– Guagua: Bus (Cuba) or Small Child (Chile) – Ahorita: Later (Costa Rica) or Right Now (Guatemala)
It is NOT the same…
57
3/10/2010
Idioms
How would you translate, “Getting all your ducks in a row”?
“Lonely Boying”
Reaching the Latino market through short, yet powerful, tidbits within your general market outreach efforts
58
3/10/2010
Consumers who identify with different ethnic groups perceive ads — and life — differently. Marketers who try to speak to “both selves” using cultural symbols can lower the value of an ad; you can’t overtly try to appeal to both cultures. For an ad to appeal to bicultural consumers successfully, a “complementary synergy” has to be created. Instead of having everything shouting at you at once, one of the dimensions has to be more subtle.
-Americus Reed, PhD
Wharton School of Business Marketing Professor & Identity Theorist
Source: The Daily Pennsylvanian, November 3, 2009
59
3/10/2010
A recent example…
In Packaging… Go Bilingual
Courtesy of
60
3/10/2010
Wacha la Troca!
• Use Spanglish correctly and judiciously, making sure to follow the “grammatical rules” of language mixing
61
3/10/2010
62
El Elefante in Your Isles
“The Blind Men and the Elephant”
1
3/10/2010
“touching its broad, sturdy side…”
2
3/10/2010
“feeling its tusk...”
3
3/10/2010
“taking the trunk with his hands…”
4
3/10/2010
“feeling its leg…”
5
3/10/2010
“touching its ear…”
6
3/10/2010
“grab hold of the tail…”
7
3/10/2010
“…each was partly right, and all were wrong!”
All Latinos are…
8
3/10/2010
9
3/10/2010
The Story of the 3 Rickys
The “Real” Rickys
10
3/10/2010
Country of Origin/Heritage
Language of Preference Socio-Cultural Level
Assimilation/Acculturation
Alejandro Ramirez — 19 years old. Mexican-American. Bilingual (speaks both languages but reads and writes better in English). 2nd generation (born in the US from immigrant parents). Lives in Petaluma, CA, with his parents, who come from lowermiddle class families in Torreon, Coahuila. His family’s annual household income is $45,000. Although he was born and raised in the U.S. and is quite familiar with the cultural landscape, his parents have nurtured a strong love for Mexico and have ensured that he understands his family’s roots.
11
3/10/2010
Fernando Zachniuk — 43 years old. Argentinean. Moved to the U.S. 10 years ago to start a business. He’s bilingual, but more comfortable in Spanish. He owns a condo in Boca Raton. He comes from an upper-middle class Russian-Jewish family from Buenos Aires. He lives with a CubanAmerican divorcée and her 10 year old son. Their annual household income is in the low $200,000’s. He enjoys the amenities and comfort America has to offer, but he will always be an Argentinean at heart.
You wouldn’t market to them the same way, would you?
12
3/10/2010
“Few of their children in the country learn English... The signs in our streets have inscriptions in both languages ... Unless the stream of their importation could be turned they will soon so outnumber us that all the advantages we have will not be able to preserve our language, and even our government will become precarious.”
May 9th, 1753 A letter to Peter Collison
13
3/10/2010
December 4, 1910
14
3/10/2010
There were Outreach Efforts directed to each one of these Minorities…
His lullabies have always been crooned to him in soft Italian – his mother doesn’t speak English “so very good.” But Giovanni is a real American Baby – today he had his daily Ivory Soap Bath!
15
3/10/2010
Planters Presents Sheindele The Chazente
New York, 1930s
Sheindele The Chazente (Jeanne Gornish) sang Jewish liturgical music
16
3/10/2010
“The Secret of a Friendly Smile” Don Q Rum, August, 1971
Many marketers in the early 1970’s hoped that the Hispanic Market went the way that the German, Jewish, Italian, and Irish Markets went before it.
Now they have realized that…
17
3/10/2010
The Hispanic Market is here to stay
Two demographic trends are merging to produce the Latino Wave
• Immigration • Higher birth rate among Hispanic women compared to the rest of the population
Hispanics accounted for more than half (50.5%) of the national population growth between 2000 and 2007 About one-third of Hispanics are not yet old enough to vote (compared to 1/4th of the total population)
Source: Pew Hispanic Center, 2008
18
3/10/2010
Hispanic Births and Net Immigration by Decade: 1960-2030
Source: 2006 Latino National Survey, Pew Hispanic Center
19
3/10/2010
Hispanic Fertility Rate, 2001: 2.9* National Fertility Rate, 2001: 2.1*
* Children per woman
Source: Population Reference Bureau March 2007
GEOGRAPHIC DISTRIBUTION OF THE HISPANIC POPULATION 1980 TO 2006
20
3/10/2010
1980
41
1990
42
21
3/10/2010
2000
43
2006
44
22
3/10/2010
Hispanic Population by County 2007
Source: Pew Hispanic Center
16 States Have at Least Half-Million Hispanic Residents
• • • • • • • • Arizona California Colorado Florida Georgia Illinois Massachusetts Nevada • • • • • New Jersey New Mexico New York North Carolina Pennsylvania
• Texas
• Virginia • Washington
Source: US Census
Bureau
23
3/10/2010
Hispanic population of the U.S. as of July, 2008:
46.9 million
Making Latinos the nation's largest ethnic minority Hispanics constitute 15.4% of the nation's total population
(Not counting the 4.1 million residents of Puerto Rico)
Source: US Census
Bureau
There are more Latinos in America than Canadians in Canada!
Total Canadian Population Was estimated just below 33.4 million on July, 2007
24
3/10/2010
García
is the 8th Most Common Last Name in the Nation
Source: US Census Bureau, 2000
More than 1 of every two people
added to the nation’s population between July 1, 2007, and July 1, 2008, was Hispanic
There were 1.5 million Hispanics added to the population during the period
Source: US Census Bureau
25
3/10/2010
By July 1, 2050
132.8 million Hispanics
will live in the U.S.
30.3% of the total
United States population
Source: Census Bureau
“I see Latino people. I see Latino people everywhere.”
26
3/10/2010
There are an estimated 9 million undocumented Hispanics in the U.S.
Source: Pew Hispanic Center, April 2009
27
3/10/2010
Closeness of Latin American countries to the US
28
3/10/2010
Distance
From NY to London: 3,470 miles From NY to Buenos Aires: 5,253 miles
More options for Keeping in Touch with Friends & Family
29
3/10/2010
More options to Keep Connected with the Culture
30
3/10/2010
Younger and U.S. Born
Nationwide
SOURCE: U.S. Census Bureau, Population Estimates and Projections
31
3/10/2010
Non-Hispanic White Average Age: 40 Hispanic Average Age: 27
Source: Pew Hispanic Center tabulations of the Census’ 2005 American Community Survey
Out of the 10.4 Million Hispanic Families in the U.S., 62% have Children
Younger than 18.
Source: US Census Bureau
32
3/10/2010
20%
of all Elementary and High School Students are Hispanic
Source: US Census Bureau, 2007
33
3/10/2010
Increase in Buying Power
¡Mucho Dinero! Dinero!
• The buying power of Hispanics in 2008 was over $951 billion • In 2010 their buying power will surpass
One Trillion dollars
• The Hispanic market will be more affluent than all of Mexico and one of the largest economies of the world Source: Selig Center for Economic Growth
University of Georgia
34
3/10/2010
Growing Hispanic Economic Muscle
Hispanic Buying Power ($ Billions)
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
Hispanic Market Buying Power Growth Is Outpacing the Nation’s
% Increase U.S. Buying Power 1990-2013
Source: Selig Center for Economic Growth: The Multicultural Economy 2008
35
3/10/2010
Geographically Concentrated Buying Power
The Five States with the largest Hispanic markets account for 67% of Hispanic Buying Power
California ($249 billion) Texas ($171 billion) Florida ($101 billion) New York ($75 billion) Illinois ($41 billion)
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
In 2008 38% of all US Hispanic households had incomes over $50,000
Source: The Latinization of America in the United States 2008
36
3/10/2010
Hispanic/Latino
≠
Latin American
37
3/10/2010
Pilgrims in Peru?
“When you come to the U.S., Thanksgiving is something that you just kind of adopt right way. You can relate to the mythology of the Pilgrims coming here and the Indians helping them out, just like your relatives are helping you out.”
Fernando Rojas Immigration lawyer originally from Colombia
Fathers find their attitudes evolving, too. Benjamin Martinez, who played soccer in his native Mexico, once would have scoffed at the idea of a woman on the field. His two daughters said they wanted to be like their father and play soccer… Source: Chicago Tribune
Girls Playing Fútbol
38
3/10/2010
“Greek” Latinos
Grilling is on the Rise among Hispanics
While 47% of Hispanics grill at least once per week during the grilling season, approximately 23% say they are grilling more than last year.
39
3/10/2010
“Hispanic-ization” of the General Market
40
3/10/2010
Salsa Outselling Ketchup
>
Salsa outsold catsup by nearly $175 million over the 52-week period ending October 8, 2005.
Source: ACNielsen
Tortillas Outsells White Bread
>
Since 2008
Source: Tortilla Industry Association
41
3/10/2010
At the fast food level…
In the Music Industry
Shakira
Marc Anthony
Daddy Yankee
Ricky Martin
Enrique Iglesias
42
3/10/2010
So… How do you connect with them?
43
3/10/2010
“It’s the Culture, _________!” Culture,
James Carville
“I feel the need to preserve my family’s cultural traditions.”
Source: Yankelovich Hispanic Monitor 2005
44
3/10/2010
Are you respecting the culture?
Even when not directly targeting them?
Degree of Intimacy
Latinos go a couple layers deeper in intimacy at every level of human interaction
45
3/10/2010
Acknowledging Others
• Hispanics inherently recognize other people as human beings that need/want acknowledgment as individuals; of their want and needs; of their feelings • Eye Contact • Small talk
Acknowledging Others
Call Centers:
Average customer conversation time Non-Hispanic Whites: 6 minutes Hispanics: 34 minutes
46
3/10/2010
Social Harmony
Hispanics have a need maintain smooth and pleasant social relationships
Personal Space
• In social situations Hispanics find close physical contact with others quite normal
– Hugs – Hand shakes – Kisses
47
3/10/2010
At ease and comfort when hanging out with others and when switching between different cliques
More Gregarious and Socially Flexible
Respect for Authority and Power
Latinos tend to hold respect and admiration for those perceived as with more power and authority
48
3/10/2010
Mujer Power
In 2002 Latinas owned 470,244 firms, employing 198,000 people, and generating $24.9 billion in sales
Mujer Power
By 2004, the number grew to 553,618 firms, employing 320,000 people, generating $44.4 billion.
17% more firms, 61.6% more people employed, 78.3% more sales.
49
3/10/2010
Does it Resonate With Latinas?
Importance of Family
Hispanics are very family oriented; very in touch with one another
50
3/10/2010
Source: Simmons NCS/NHCS: SPRING 2006 Full Year Unified Study
Larger Hispanic Households Represent A Higher Volume Consumer Opportunity
2.6 persons Non-Hispanic HH’s
3.47 persons Hispanic HH’s
Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009
51
3/10/2010
The “Nest” Empties Later
Children from traditional Latino families tend to live at home longer than those who have become assimilated into the American culture
The Importance of Food
• Hispanics spend 17.5% of their income on food, compared to 13.7% for the rest of the population. • In 2003, 39 million Hispanics spent $64 billion on food
Source: The Food Marketing Institute
52
3/10/2010
The Importance of Food
Grocery shopping is a family event
A Hispanic woman would be more likely to go grocery shopping with her husband, children or even parents than alone
RetroRetro-Acculturation:
The "new" Latino pride
• Many Hispanics considered acculturated go through an interesting metamorphosis when they begin to have their own families • A strong yearning to pass on their Hispanic heritage to their offspring • Passing on of cultural traditions, Spanish-language and music.
53
3/10/2010
In which Language should you address Hispanics?
54
3/10/2010
There are 21 Spanish speaking countries in the world
The USA is the 2nd largest
Language Usage Varies Among Hispanics
Speak ANY English (78%) Speak ANY Spanish (86%)
Spanish-Dominant (54%)
English-Dominant (36%)
Source: Simmons NCS/NHCS: SPRING 2008 Full Year Unified Study
55
3/10/2010
Country of Origin
Source: Pew Hispanic Center tabulations of the Census’2005 American Community Survey
Location, Location, Location
In 2007 about 45% of the nation’s Dominicans lived in New York City and about 50% of the nation’s Cubans in Miami-Dade County, Fla.
Source: Census Bureau
56
3/10/2010
When using Spanish consider…
• Different words having the same meaning:
– Car: Carro, Coche, Auto – Straw: Pajilla, Popote, Pitillo, Cañita, Pajita – Beans: Frijoles, Habichuelas, Porotos, Fréjoles
• A word has different meanings:
– Guagua: Bus (Cuba) or Small Child (Chile) – Ahorita: Later (Costa Rica) or Right Now (Guatemala)
It is NOT the same…
57
3/10/2010
Idioms
How would you translate, “Getting all your ducks in a row”?
“Lonely Boying”
Reaching the Latino market through short, yet powerful, tidbits within your general market outreach efforts
58
3/10/2010
Consumers who identify with different ethnic groups perceive ads — and life — differently. Marketers who try to speak to “both selves” using cultural symbols can lower the value of an ad; you can’t overtly try to appeal to both cultures. For an ad to appeal to bicultural consumers successfully, a “complementary synergy” has to be created. Instead of having everything shouting at you at once, one of the dimensions has to be more subtle.
-Americus Reed, PhD
Wharton School of Business Marketing Professor & Identity Theorist
Source: The Daily Pennsylvanian, November 3, 2009
59
3/10/2010
A recent example…
In Packaging… Go Bilingual
Courtesy of
60
3/10/2010
Wacha la Troca!
• Use Spanglish correctly and judiciously, making sure to follow the “grammatical rules” of language mixing
61
3/10/2010
62
