Reaching Untapped Markets

Slideshow Transcript

1. Slide 1: Reaching Untapped Markets in the US Targeting the Hispanic and Other Non-native English Speaking Markets
2. Slide 2: How to contact me John Watkins President ENLASO Corporation jwatkins@translate.com Tel: (208) 672-8500 x95
3. Slide 3: Why we are here • Understanding different cultures in the US • Madeleine Albright started it: – An address to the UN in 1996: Cuban jet fighters downed two unarmed civilian planes from Miami, she said, \"Frankly, this is not cojones, this is cowardice.\" • Volkswagen got it wrong controversy in NY, LA and Miami
4. Slide 4: Overview 1. Key terms 2. Identifying the market demographics 3. Understanding the audience 4. When to translate 5. Implementing effective strategies (Examples)
5. Slide 5: Key terms Globalization • Locales – Combine place, culture, and local language. Internationalization • Globalization – Establish a plan to communicate a message or product to different locales. Localization • Internationalization – Create the “product” so that it can be easily applied to each locale. • Localization – Modify the source product for each locale. • Translation – Convert text from a source language into target languages. • Interpretation – Simultaneous or sequential translation of the spoken word.
6. Slide 6: Key terms, continued • Spanish An Iberian romance language spoken by over 350 million people worldwide. The official language of more than 20 countries (and “official/unofficial” recognition in one state in the US – New Mexico). Includes 9 other closely related languages. Hispanic refers to a derivation from Spain, its people and culture. • Indo-European Languages Includes most languages of Europe and the Indic languages of India. These include the Germanic, Scandinavian, Romance, Baltic, Slavic, Iranian, Hindi, and Urdu languages. • Asian and Pacific Island languages Chinese, Korean, Japanese, Vietnamese, Hmong, Khmer, Lao, Thai, Tagalog. • Other languages Includes Uralic (Hungarian), Semitic (Arabic & Hebrew), African, and native North American languages along with indigenous languages of Central and South America.
7. Slide 7: Demographics (1) • US population – By language spoken
8. Slide 8: Demographics (2) • By English Ability US English Language Skill By Language Family 50 45 40 35 24.3 In Millions 30 English 25 14.3 Limited 20 15 10 20.8 13.8 6.6 3.4 5 3.4 3.6 0 Spanish Indo- Asian Total European Pacific Note: Limited English means they self-ranked their English ability at less than “speaking very well” Data: US Census Bureau, 2000
9. Slide 9: Demographics (3) • Population by Geography, by Language Spoken Population by Geography West US Region South Asian Pacific Indo European Midwest Spanish North East 0.0 3.0 6.0 9.0 12.0 In Millions Data: US Census Bureau, 2000
10. Slide 10: Demographics (4) • Population growth by language family 1990 2000 % Language Population Population Change Spanish 17,345,064 28,101,052 62% Indo-European 8,790,133 10,017,989 14% Asian Pacific 4,471,621 6,960,065 56% Data: US Census Bureau, 2000, by self-identified language
11. Slide 11: Demographics (5) • Projections to 2050 – The US population continues to become more racially and ethnically diverse… 2000 2050 Language Population Population % of Population Grow from 15% Hispanic origin ~46,700,000 ~132,800,000 to 30% of US Growing from Asian origin ~15,500,000 ~40,600,000 5.1% to 9.2% Note: By racial origin, rather than self-identified language, US Census released August, 2008 Update: Time Magazine, September 2008, reports that influx has dropped from 1.8M in 2006 to 512K in 2007 as a result of economic changes in the US
12. Slide 12: Demographics (6) • Hispanic population origins – Spanish-speakers are the predominant market with ~50% of the foreign born US population coming from Central & South America • 34.5% from Central America • 9.9% from Caribbean • 6.6% from South America – ~60% of the US Spanish- speaking population comes from Mexico Data: US Census Bureau, 2000
13. Slide 13: Demographics Summary • Nearly 50% of all non-English speaking households speak English less than “very well” • Some metro areas have majority populations who do not speak English very well • Both the Hispanic and Asian-Pacific populations have increased over 50% in 10 years • The Hispanic population is the largest non-English speaking group in the US with ~60% of Mexican heritage
14. Slide 14: Understanding the Audience • Focus on the US Hispanic Market – Demographics show that the Hispanic market predominates in the US non-English speaking market space ->50% – >40% of new jobs have gone to Hispanic workers: 2.4M jobs since May 2005, nearly 1M to the Hispanic workers. – Growth rate of the Hispanic consumer market • Spending growth rate of 7.7% per year – three times the average US household value • Average spending is 106% of income • Current spending nearly $700B, $250B from “low income” populations • Projected to $1T by 2010 – Over 2M small and midsize Hispanic-owned U.S. businesses, growing 7.6% per year, total revenues of $485B by 2010 Sources: HispanicBusiness.com, US Small Business Administration
15. Slide 15: Understanding the Audience • Hispanic population  homogenous language – Most requested foreign language is Spanish; however, – Regional differences in vocabulary (Mexican, Cuban, Puerto Rican…) – Related languages (Iberian origin languages and Central American indigenous languages)
16. Slide 16: Understanding the Audience • Assimilation and integration – Original Assimilation Model • Three generations result in cultural assimilation • Holds true for smaller population groups – New model • Reduced assimilation • Supported by large populations sharing a common culture (e.g., California, Texas, Florida) • 80% of US Hispanic population retains Spanish language – Integration of Spanish & English (Spanglish) – Spanish remains primary language for many adults
17. Slide 17: Understanding the Audience • Same word, different meanings – Agenciero: Guat. and Perú diligent // Cuba and Mex. removal agent // Argent. lottery seller // Vulg. Chile. money lender – Apendejarse: Col., Pan. and Sto. Dom. to go soft in the head // Cuba, Nicar. to get scared – Apensionar: to impose a tax or pension // Col., Chile, Mex and Perú to become sad – Droga: drug // Fig. Col. and Ecuad. Annoying or bothersome person or thing // Canarias, Navarra, Mex. Debt – Tiznado: blackened // Central America drunk person – Cartucho: cartridge // Chile (vulg) sexually inexperienced – Pico: beak, peak // Chile (vulg) male genital // Col. kiss // Mex. picos = running shoes – Guagua: Chile baby // Cuba bus – Banqueta: stool // Mex. Sidewalk Examples thanks to Spanish Back Office (spanishbackoffice.com)
18. Slide 18: Understanding the Audience • Overseeing the Spanish language evolution – La Real Academia Española – Contributions from committees in every Spanish speaking country – Aids in creating standardized Spanish with accepted regional terminology • Impact of education – >50% Latin American Hispanics in the US do not have a high-school diploma – Reliance on regional vocabulary Education demographics provided by the US Census, 2000
19. Slide 19: Effective Strategies • Current Status – Common Sense Advisory research on Online retailers responses to Spanish enquiries: • ~25% of companies respond to Spanish-language questions on Web forms / emails • Of those, ~55% responded in Spanish, but only ~26% were useful • Some got all replies correct: Abebooks, Art.com, Chadwick’s, Crutchfield, Drugstore, Fresh Direct, Home Depot, JC Whitney, Musician's Friend, Omaha Steaks, Quixtar, Real Music, Scholastic, Sears Holding, Sharper Image, Sportsmen’s Guide, and Zappos – Impact of immigration reform – State requirements (e.g., medical/prescription info) – Periodic debate for US “National Language” Experiment described in their study “Reach America’s e-Latinos – Otra Vez” by Don DePalma, May 2007 See also www.commonsenseadvisory.com
20. Slide 20: Effective Strategies • Reaching the audience – The US Hispanic market is large and growing – Companies are just beginning to reach these markets, spending $3.3B for market of $700B – People prefer to hear your message in their native language (new immigrants and first generation) – Translation could be a wise investment, but not a monolithic approach to the Hispanic market
21. Slide 21: Effective Strategies • What is communicated – Globalization defines the market strategy – Internationalization engineers source product development so that it can be localized • Verbal/Aural information – Interpretation • Printed information – Localization & Translation
22. Slide 22: Effective Strategies • Interpretation – Spoken content from source language to target language • In person • Telephone-based (connections in ~1 minute) – Predominates in Healthcare and Legal applications – Project characteristics • On-demand service • Reliance on technological infrastructure • Fast-paced, 24/7 service – Vendor characteristics • Appropriate skills with interpretation resources • Availability • Cost
23. Slide 23: Effective Strategies • Interpretation examples – Hospitals • Patient registration • Physician assistance – Legal • Interviewing & depositions • Court testimony – Voice mail systems • “Press 1 for English, Press 2 for Spanish” • Connect to Online interpretation
24. Slide 24: Effective Strategies • Localization – Customize content and “packaging” for other locales • Multiple language support in one product (e.g., software and support content) • Unique product “look and feel” in each language (e.g., locale-specific Web sites, consumer products) – Project characteristics • It is new: Naiveté of localization customer (not used to thinking about Non-English speaking consumers) • Large number of small projects • Fast turn around • Less expensive (US resources) • Targeting correct market (language base and reading level) – Vendor characteristics • Experience with US Non-English speaking market • Understanding of language needs (which Spanish for what market) • Linguistic resources with appropriate marketing, legal, medical, educational background • Capability to execute QA with appropriate US-market representatives
25. Slide 25: Effective Strategies • Localization examples – Product materials • Packaging • Installation instructions • User manuals – Retail • Web site support • Store signs – Customer surveys – HR materials • Employee enrollment • Benefits information • Memoranda – Legal & Financial • Notices • Disclosures • Agreements
26. Slide 26: Examples • Restaurants – McDonald’s – Icons – US Hispanic Market – High turnover – ESL employees – Hispanic marketing
27. Slide 27: Examples • Business-to-Business HP – In spring 2004, established a division devoted to U.S. Hispanic – Surveyed customers for marketing preferences (mail) – Mailed Spanish Catalogs – Dedicated online portal to US Hispanic business market
28. Slide 28: Examples • Consumer Products Scotts (e.g., Miracle Gro) – Packaging materials with bilingual instructions
29. Slide 29: Examples • Legal Loan Origination Agreement
30. Slide 30: Examples • Medical Consumer – Healthwise (www.healthwise.org) – Helping consumers make effective wellness decisions – www.kp.org/health
31. Slide 31: Conclusion • Demographics – Increasing presence of Non-English speakers in the US – Spanish speakers predominate • Understanding the Market – Hispanic market is not homogenous – Significant market size with remarkable growth rate • Effective Strategies – Communicating with the audience is a primary step – Interpretation – Localization/Translation
32. Slide 32: Further information • US Census Bureau: www.census.gov • Hispanic Business Web site ( www.hispanicbusiness.com) • Common Sense Advisory ( www.commonsenseadvisory.com) • MultiLingual Magazine (www.multilingual.com) • ENLASO white paper http://www.translate.com/Language_Tech_Center/Articles/Marketing_to_the_Hispanic_Market.aspx http://www.translate.com/Language_Tech_Center/Articles/Spanish_Speakers_in_the_US.aspx • McDonalds icon case study http://www.translate.com/Language_Tech_Center/White_Papers/Content/115_McDonalds_Nutrition_Icons_C
33. Slide 33: Thank you! Any questions?
34. Slide 34: Contacts • John Watkins (208) 672-8500 x95 jwatkins@translate.com