Messaging for U.S. Hispanics

Getting the Message Right: Developing Relevant Messaging for U.S. Hispanics December 9, 2010 Portland Advertising Federation

Overview ,[object Object],[object Object],[object Object]

Getting Started ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Is it a question of language? ,[object Object],[object Object],[object Object]

Language Stratification Quintiles I Only Spanish II Mostly Spanish III Spanish/ English Equal IV Mostly English V Only English

In Consideration of… ,[object Object]

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Saving Spanish “I intend to make sure that my children speak Spanish…” ,[object Object],First generation 83% Second generation 79% Third generation 57%

To Whom am I Speaking? “I speak mostly Spanish with…” ,[object Object],Grandparents 72% Parents 47% Cousins 16% Siblings 8% Friends 4% Coworkers 4%

Hispanic Media Habits ,[object Object],[object Object],[object Object],Source: TNS Market Development, HOY-commissioned study

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Is English Preferred? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And Then There’s Spanglish to Think About…

"Sometimes there just isn’t a word in English that really captures what we’re trying to convey. In our attempt to melt both languages and capture the vibe of one culture in the tongue of another, Spanglish emerges." ,[object Object],[object Object],[object Object]

Did You Know? ,[object Object],[object Object]

Definition of Spanglish ,[object Object],[object Object],[object Object],[object Object]

And finally, one must consider… ,[object Object]

“ You can try to define them by their likes and dislikes, but rarely by their ethnicity alone. They are, for the most part, teenagers first and Latinos second. Speak to them in Spanish and they may not understand. Talk to them as if they were gringos , and they may not like it.” — Luís Clemens Marketing Y Medios

Really great Hispanic marketing doesn’t have to “look” Hispanic… ,[object Object],[object Object],[object Object],[object Object]

Insights ,[object Object],[object Object],[object Object]

Cultural Connectivity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychological and Cultural Tension ,[object Object],[object Object],[object Object],Source: “Understanding Hispanic Acculturation,” Synovate

High Cultural Tension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: “Understanding Hispanic Acculturation,” Synovate

High Cultural Tension (continued) ,[object Object],[object Object],[object Object],[object Object],Source: “Understanding Hispanic Acculturation,” Synovate

Low Cultural Tension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: “Understanding Hispanic Acculturation,” Synovate

Low Cultural Tension (continued) ,[object Object],[object Object],[object Object],[object Object],Source: “Understanding Hispanic Acculturation,” Synovate

Contact Info Laura Sonderup Managing Director and Senior Strategist 303-239-5235 [email_address]

Messaging for U.S. Hispanics

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