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
line — “Latino” and “Hispanic” are terms
 Bottom
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 Hawaiian/Other 4,300 0.1%
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
 Hispanicsspend 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
 Spanishis 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
6 — Three Kings Day
 January
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.
factors —
 Many
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 research.
1.
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 marketing
9.
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