Everything you need to know about Marketing to the Hispanic Consumer! West Chamber member Laura Sonderup of Hispanidad Advertising presenting this fantastic program to our S. Jeffco Group in early February.

1. +
Hispanic 101 —
Marketing to a Vibrant
Community
Presented by:
Laura Sonderup
Director, Hispanidad
February 2, 2009

2. +
Hispanic marketing is no longer
something that’s “nice” for a
company to do.
It’s become a business imperative as
the population and spending power of
U.S. Hispanics continues to grow at an
explosive rate.

3. +
A DEMOGRAPHIC
OVERVIEW OF
HISPANICS IN
THE U.S.

4. +
WHO IS HISPANIC?
“Hispanic” refers to an origin or ethnicity,
not race.
There is no one monolithic “Hispanic
market”.

5. +
HISPANIC VS. LATINO
Latino
An individual with roots that go back to any of the Spanish-speaking
countries.
Hispanic
A term that was originated by the Census Bureau in the 1960s.
It was used as a way to capture all the people whose backgrounds
included any of the Spanish-speaking countries.
Chicano
An American citizen of Mexican descent who has a strong sense of
Mexican-American ethnic identity.
This term was regularly used in the 1960s, mostly in the Southwest.

6. +
HISPANIC VS. LATINO
Bottom line — “Latino” and “Hispanic” are terms
used in the United States to identify individuals
whose ancestry comes from a variety of countries
where Spanish is the main language.
Both terms are generally acceptable, although in
the last 10 years, there is a slight preference for
the use of the term quot;Latino.quot;
When in doubt, you should ask!

7. +
CULTURAL DIVERSITY IN THE U.S.
The biggest mistake that a company can make is to view the U.S. Hispanic market
as homogeneous.
Acculturation levels, language preferences and country of origin
make for unique sub-groups within the segment.

8. +
POPULATION GROWTH
Hispanic U.S.A. is the 2nd largest Spanish-speaking population in
the world, behind Mexico.
Latest population estimates by the U.S. Census Bureau at the time of
writing, put the U.S. Hispanic population at 42,687,224 or 15 percent
of the U.S. population.
That equates to one person out of every seven in the U.S. being Hispanic.
However, this does not take “undercount” into consideration.
The projection for 2050 is that this will increase to one in four people.
To put the current Hispanic population into perspective, when
looked at in terms of the population of countries in the world, it
would rank 29th out of 232 countries.
In terms of pure numbers, it ranks higher than Sudan, Spain, Argentina,
Kenya, Canada, Australia and Afghanistan.

9. +
TOP 20 U.S. HISPANIC MARKETS
1.Los Angeles 11. San Diego
2. New York 12. Fresno
3. Chicago 13. Sacramento
4. Miami 14. El Paso
5. Houston 15. Albuquerque
16. Denver
6. Dallas-Ft. Worth
7. San Francisco 17. Washington D.C.
8. San Antonio 18. Philadelphia
9. Phoenix 19. Austin
10. McAllen/Brownsville 20. Las Vegas

10. +
POPULATION GROWTH —
Colorado*
Race/Ethnicity Population Percentage
White 3,963,550 83.1%
Black 181,960 3.8%
American 44,177 0.9%
Indian/Alaska Native
Asian 128,934 2.7%
Native 4,300 0.1%
Hawaiian/Other
Pacific Islander
Some other race 318,371 6.7%
Two or more races 125,869 2.6%
Hispanic 933,573 19.6%
* It is estimated that there are roughly 270,000 improperly documented immigrants living in the
state, not included In these numbers.

11. +
POPULATION GROWTH —
Local
Total Hispanic Percentage
Jefferson 526,008 69,689 13.2%
County
Arvada 103,459 14,416 13.9%
Golden* 17,159 1,130 6.6%
Lakewood 143,157 28,081 19.6%
Littleton 43,741 4,382 10.0%
Wheat Ridge 30,160 5,654 18.7%
* 2000 Census

12. +
U.S. HISPANICS
AS CONSUMERS

13. +
HISPANIC PURCHASING POWER
Between 1990 and 2007, the buying power of U.S.
Hispanics rose by a whopping 315% compared
to the buying power of non-Hispanic Whites at
111% over the same time period.
The U.S. Hispanic market is already larger than
the entire economies of all but eleven countries
in the world.
The U.S. Hispanic market ranks as the third largest
“Latin American economy” behind Brazil and
Mexico.

14. +
WHERE HISPANICS SHOP
Wal-Mart is the top choice:
•
37% of Hispanic respondents named Wal-Mart their favorite
•
store.
J.C. Penney, Sears and Target all tied for second place with
•
4%.
Most important factors considered:
•
Convenience
•
Low prices
•
Wide range of merchandise
•
Employees who speak Spanish
•
Products relevant to Hispanic consumers
•
Spanish-language signage
•

15. +
HISPANIC SPENDING
Hispanics spend about the same or more than non-
Hispanics in these key categories:
Food/beverages consumed at home
Social events, i.e., quinceañera
Rental housing > first-time home buyers
Apparel
Telephone services
TV/radio and other sound equipment
Personal care products
Public transportation
Pick-up trucks
Automotive accessories
Cleaning supplies

16. +
HISPANIC BUSINESS AND
ENTREPRENEURSHIP
One out of every 10 businesses in this country is owned by
Hispanics, according to the U.S. Hispanic Chamber of Commerce,
making it one of the fastest growing business segments in the
United States.
Hispanics (15.2%) are more likely than non-Hispanic Whites
(10.8%) to be entrepreneurs.
The number of Hispanic-owned companies has grown 82% since
1997, making them among the fastest-growing business segments
in the nation.
Seventy-nine percent of Latino teenagers want to start their own
businesses compared with 69% of non-Hispanic white teenagers.

17. +
TOP INDUSTRIES FOR HISPANIC-
OWNED BUSINESSES (Colorado)
Construction
Healthcare and social assistance
Retail trade
Professional, scientific and technical services
Transportation and warehousing
Real estate, rental and leasing
Food services
Arts, entertainment and recreation

18. +
SEGMENTING THE
HISPANIC MARKET

19. +
ASSIMILATION VS.
ACCULTURATION
Assimilation is the process whereby an immigrant group
gradually adopts the characteristics of another culture —
essentially losing one’s language, customers, traditions and
ties to one’s homeland.
Acculturation is the process of integration of native and
traditional immigrant cultural values with dominant culture
values — adopting a new culture without denying one’s
heritage.

20. +
THE ROLE OF
LANGUAGE

21. +
LANGUAGE AND THE HISPANIC
CONSUMER
Spanish is likely to remain the language of
preference among U.S. Hispanics:
71% speak Spanish at home;
56% of Hispanic adults understand advertising
best when it is presented in Spanish; and
Through research we have found that 80% of all
households noted as Hispanic have a Spanish-
speaking member(s).

22. PRIMARY LANGUAGE SPOKEN, BY
GENERATION

23. +
LANGUAGE INDICATORS—
Local
People who People who Of those who
speak only speak a speak another
English at language other language,
home than English at people who
home speak Spanish
Jefferson 442,705 52,655 29,113
County
Arvada 87,986 9,034 4,557
Lakewood 114,602 20,381 13,265
Littleton 36,567 4,482 2,488

24. +
LANGUAGE AND LAYOUTS
Spanish can contain up to 25% more words than
English and take twice the space.
Accents and Tildes
The tilde is a powerful symbol, much like “¡” and “¿”, it is unique
to the Spanish language.
The tilde is not optional — “ano” versus “año”

25. +
TRANSLATION VS.
TRANSCREATION
Translation
An accurate linguistic text transfer from one language into another
Transcreation
The process of determining the suitability of an original creative message
to an ethnic group, and if suitable, transferring the creative concept, not
just the words, in an appropriate tone and graphic look
Direct translations and usage of general market strategies
tend to miss the emotional and culturally relevant elements.
Some results will be there, but not with sales volume,
strength and recall, that a truly culturally-attuned marketing
and advertising effort can attain.

27. +
SUCCESSFUL EVENT
MARKETING

28. +
EVENT MARKETING
Events create excitement, reinforce image, and
allow you to hand-deliver your marketing
message face-to-face with your target audience.
However, many company’s efforts at selling
themselves to Hispanics are limited to sponsoring
the occasional Cinco de Mayo celebration —
these half-hearted efforts will not effectively
capture the attention of Hispanic consumers.

29. HOLIDAYS AND CELEBRATIONS
Easter, Christmas and other Christian holidays
January 6 — Three Kings Day
5 de mayo
Mother’s Day
May 10 - Mexico
Highest remittance activity holiday of the year
16 de septiembre
Día de los Muertos
Quinceañeras

30. +
DEVELOPING EFFECTIVE,
CULTURALLY-RELEVANT
CREATIVE

31. +
THE U.S. HISPANIC MARKET IS
DIFFERENT...
Many companies limit their Hispanic marketing
and outreach to one-dimensional efforts like the
literal translations of general market campaigns.
Marketers cannot simply transfer directly to the
U.S. Hispanic market the conceptualizations or
marketing strategies that work with the general
market.
Many factors — historical, contextual, cultural,
demographic, financial — place Hispanic
consumers in a different category.

32. +
… AND THE GENERAL MARKET IS
DIFFERENT BECAUSE OF IT
Several years ago, salsa surpassed catsup as the
number one condiment in the U.S.
Now we have chipotle catsup and peach salsa!
Tortillas now outsell bread in the U.S.
According to Hallmark Cards, piñatas are now the
second most popular party decoration in the U.S.,
after balloons.
The margarita is the #1 cocktail served in the U.S.

33. +
NEXT STEPS

34. +
TEN MISTAKES TO AVOID
Don’t launch a product or campaign in the Hispanic market without doing
1.
research.
Don’t enter the Hispanic market without making a long-term commitment.
2.
Don’t forget to get your message out — loud and clear!
3.
Don’t dilute your brand — it’s all you’ve got.
4.
Don’t forget to educate your senior management.
5.
Don’t assume that Hispanic projects can be accomplished for less.
6.
Don’t treat the Hispanic market as if it were a “quota” to be reached.
7.
Don’t rely on your Hispanic-surname employees to do your translations.
8.
Don’t make assumptions about the Hispanic market — consult a Hispanic
9.
marketing professional.
Don’t assume you know what “good” Hispanic marketing is — unless you are the
10.
targeted segment!

35. +
¿Preguntas?

36. +
Contact Information
Laura Sonderup
Director, Hispanidad
303.239.5235
Lsonderup@heinrich.com