Latin_KNOW: The Latino Marketing Report

News: Pew Report Finds Latino Immigration Has Declined

The Pew Hispanic Center released a report today on the state of Latino immigration. Its findings may surprise some:

By 2004, the annual inflow of foreign-born persons was down 24% from its all-time high in 2000, according to the Pew Hispanic Center analysis of multiple datasets collected by the Census Bureau and other government agencies

According to this brief, by 2004 immigration was climbing again:

Whether or not this move portends further increases is impossible to predict. But even with this recent increase in migration, the most recent data show that immigration flows are at levels comparable with those of the mid-1990s and still significantly below the peak levels of 1999–2000.

I am unclear as to if the data in this report considers all immigrant groups or just Latinos.

You can read the whole report at the Pew Website. Also, for a reflection on the interpretation of this data by various mainstream news sources, see this post at HispanicTips.

Technorati tags: immigration,Mexico,Hispanics

News: Discovery Launches First U.S. Spanish-Language Networks to Focus on Women, Children, and Families

In response to the Latino market boom, it seems television networks are trending towards more Spanish-language programming, or at least the option to watch in Spanish if desired. From HispanicBusiness.com via HispanicTips, this release from the Discovery Channel:

Discovery Launches First U.S. Spanish-Language Networks to Focus on Women, Children, and Families

MIAMI, Sept. 26 /PRNewswire/ -- Discovery U.S. Hispanic Networks, the leading provider of high-quality, real-world Spanish-language programming, is expanding its product offerings for the U.S. Hispanic audience beyond its existing network, Discovery en Espanol, by launching two new networks, creating the first Spanish-language channels to focus on the interests of women, children and families. Discovery Kids en Espanol and Discovery Travel & Living (Viajar y Vivir) will provide stimulating programming in the Discovery tradition of excellence, giving viewers more choices in the family-friendly and lifestyle entertainment categories.

Building upon Discovery's expertise in providing culturally relevant programming in 23 Spanish-speaking countries worldwide, coupled with the popularity of Discovery en Espanol in the U.S., the content is closely tailored to meet the viewing preferences of the Hispanic audience. Discovery Kids en Espanol and Discovery Travel & Living (Viajar y Vivir) will each feature a mix of original productions and some of the best Latin American shows making their U.S. debuts. The networks are not SAP feeds of their English-language counterparts; rather they are unique channels that directly speak to the U.S. Hispanic audience with "transcreated" programming, corresponding to their interests through language, music, graphics and popular Latin American personalities.

HispanicBusiness.com      READ MORE

Technorati tags: latino marketing, hispanic marketing,television

My first off-topic post

I don't normally use this blog to talk about things unrelated to the topic of Latino marketing (and this will probably be the only time I will), but I wanted to say that as a native of Louisiana, and a prodigal daughter of Houston, where my closest family still lives and remains at this moment, my thoughts are with my readers in the area, and with the public in general. Houston, my hometown, exhibited exemplary hospitality in the aftermath of Katrina, and it is my sincere hope that other communities will be as generous once this storm hits.

For obvious reasons, my posts have been and will be sporadic until this situation passes. Please join me in wishing our neighbors in the Gulf Coast region well during this very difficult time, and consider helping out once it's over.

Hurricane Rita, Hurricane, Houston, Jennifer Woodard Maderazo

Español ready for prime-time

Some people have no idea what that button on their remote marked "SAP" does. Network giant ABC knows, and they want Latino viewers to use it, according to the LA Times.

This Fall, ABC will become the first English-language broadcast network to make all its prime-time programming available in the language of Cervantes. While the Spanish subtitles (or dubs) may mark a pop-culture milestone, it's unclear they make for wise corporate strategy.

Wise or not, it was bound to happen. With the success of ABC shows like Lost and Desperate Housewives in Latin America and Spain, as well as competition in these markets from CBS' CSI, it's no shock that networks would want to attempt to replicate that in the US Latino market. I, for one, believe that there are many people who will take advantage of this when it is offered, and not all are monolingual Spanish speakers.

Technorati tags: latino marketing, hispanic marketing,television,

Friday Special: Lost in Translation

Fridays are fun, and sometimes it's fun to complain. I like to indulge myself in the occasional complaint about language and translation flubs, and often about lack of vision when it comes to using language in marketing campaigns.

So, today I got some good fodder when I read this post in the Corante.com Going Global blog. Corante's John Yunker points out that while he was excited to see an online ad campaign for the new Tim Burton film "The Corpse Bride" in Spanish, he was disappointed to find that when he clicked through to the web site, he is met with an English-only experience.

Yunker goes on to say:

This is not a huge surprise given the economics of Web localization. Creating a Spanish-language Web ad costs a few bucks; creating a Spanish-language Web site (particularly one in Flash) may cost upwards of $50,000.

Will Hollywood eventually launch full-scale Spanish-language Web sites for the US market as a matter of practice? Given that the US Hispanic online population is larger than the online populations of most Latin American countries, I think they will.

I think his estimate of cost is a bit steep, but the point he makes is one I bring up a lot. Businesses are willing to spend the bare minimum to say they are targeting the Latino market, and when their campaign isn't successful, they are quick to say "well, that didn't work." The fact is, to effectively reach a market that speaks Spanish as their primary (or only) language, you must go all the way. Yes, a large part of the US Latino market is bilingual, or even monolingual English speakers, but if you are interested in targeting the segment that uses Spanish as the language in which they live their lives, an ad in Spanish that dead-ends in an English web site is pretty much useless.

Another strong point brought up by Yunker is that the US Latino population rivals some Latin American markets in size, warranting a similar if not larger campaign than those that studios roll out for films when they reach international markets. This film will obviously be distributed later on in Mexico, Central America, and even Spain. Why not begin the Spanish-language marketing blitz with a website for US Latino market, and repurpose it later for international markets?

I've said it a million times: there is no way around it. If you wish to use Spanish for your Latino marketing campaign, you have to make sure your Spanish-speaking customers receive all the information that they need in their language without selling them short. A superficial rush job is not enough, and may quickly be dismissed. Earnest attempts to reach consumers in Spanish will be appreciated and rewarded.

Article: Hispanic radio boosting Clear Channel

From Hispanic Business, this article explores the Latino radio trend, which has numerous mainstream radio stations switching to a Spanish-language format. Particularly interesting for me was to see that a station in my hometown of Houston, ROCK KLOL 101, which was the hard rock, controversial station of the 80s, has gone Latino and is now Mega 101. Times are changing.

Not surprisingly, the hardrocking Houstonians are not happy. After just a bit hunting on Google I found this on www.bringbackklol.com:

Did you wake up to Spanish music? Clear Channel has decided to make a format change at Houston (sic) expense. Rock 101 KLOL is no longer and we have another Spanish channel to go along with Houston’s other 16 Spanish channels. We need to show Clear Channel that we will not just stand by while a 34-year-old station is removed from the air.

Well, sorry, hard rock folks, Latino radio is here to stay. For Clear Channel, it's not about inclusion or diversity, it's about demographics, and the Latino market in Houston outweighed you. Such is business.

Hispanic Radio Boosting Clear Channel

September 13, 2005

L.A. Lorek

Clear Channel Radio began changing some of its long-standing rock 'n' roll stations to Spanish-language music a year ago to serve the fast-growing Hispanic market.

It has converted 23 radio stations of 25 originally planned, but it may do even more, said Alfredo Alonso, Clear Channel's senior vice president of Hispanic radio.

"The driver is the population continues to grow -- with more than 40 million Hispanics," Alonso said. "As a broadcaster, Clear Channel made a decision this was a definite growth opportunity."

In November, KLOL Radio in Houston became Clear Channel's first station to adopt a format dubbed "Hurban," with a slogan of "Latino and Proud."

The station's disc jockeys broadcast in Spanglish and feature Spanish-language hip-hop, reggaeton, pop and dance music.

Since then, the Houston station has seen its ratings rise dramatically -- from 17th place to seventh, according to Arbitron, a research firm that tracks radio listeners.

HispanicBusiness.com         READ MORE

Friday Special: An Interview with Juan Guillermo Tornoe

A new feature in Latin-Know: Friday Special. Fridays seem to be the day when my posting gets a little whimsical, so why not venture further outside of the box and offer someone else's opinions? Latino marketing expert and blogger Juan Guillermo Tornoe of Hispanic Trending answers some questions for me. Enjoy!

Latin-Know: What's the most exciting trend in Latino marketing today, in your opinion?

Juan Guillermo Tornoe: Marketers and advertisers embracing the fact that it is not that much about addressing Latinos in English or Spanish, but about presenting messages that are culturally relevant to those they are trying to reach with their advertising and marketing efforts. How now you can see people noting that Hispanics are not all the same; recognizing their differences not only based on their country of origin (or ancestry), but also on their lifestyle and degree of “acculturation”. Observing how big companies are more and more allotting a specific percentage of their budget on different Latino subgroups and how local, small to medium sized, owner-operated companies are choosing whom they will reach on a consistent basis (you can’t deliver the same exact message to Mexican-Americans and Argentinean-Americans, for example, and expect the same rapport and reaction to the manner in which is being communicated), is an encouraging sign of the times.

L-K: The most exciting Latino ad campaign you've seen lately?

JGT: I purposely try not to pay too much attention to commercials, in order to prevent being influenced by them while writing my clients’ messages. That said, one campaign that caught my eye some time ago, was Coke’s “Real” campaign with Salma Hayek, followed by other similar, bilingual/bicultural commercials. It very well depicts the reality that a high percentage of Latinos experiences on a day to day basis, while living in America. How they interact with the “general market” but still keep their own identity, their own culture. Most importantly, how Coke manages to embrace that “realness” seamlessly becoming an integral part of it, which is not a long shot, given that Coke is and has been everywhere; the chances are very high that the soft drink indeed is part of every Hispanic reality to a certain degree. It is a great branding effort on behalf of the Coca-Cola Company.

L-K:  Does one need to be Latino to know how to target the Latino market? Why or why not?

JGT:  Most certainly not. It does give you certain early advantage (it takes one to know one), but anyone with the desire, hard work, open-mindedness, and thirst for knowledge and understanding can do as good a job as a Latino marketing to Hispanics. It is about being a good marketing and advertising professional, really understanding the way human beings make decisions and how cultural traits play a role in the decision making process.

L-K:  How much of what you see in Hispanic advertising these days is something you yourself would respond to as a Latino?

JGT:  Maybe less than a third. In general, one third is simply dreadful, independently if it’s Hispanic advertising or not; the other third is full of worn out stereotypes. Then there’s the final “third” that does convey relevant messages to Hispanics in a relevant way. Of the latter group, given the distribution of the Latino population by Country of origin, many of these commercials speak to “Mexicans”, “Puerto Ricans”, or “Cubans”, generally in that order, depending on which part of the States you are in. As a Guatemalan (puro Chapín a mucha honra), having a heavy cultural influence from our neighbors in the North (Mexico, that is), and them constituting 65% of all Latinos, a good part of these good ads “speak to me”. Still some are just way too focused in a cultural group that I don’t feel any connection whatsoever with the message. There is nothing wrong with this, it is just what the market demands and I fully support this strategy.

L-K: What do you think about cultural clichés (e.g. chili peppers, sombreros, etc.) in Latino marketing?

JGT: They tick me off. They portray narrow-mindedness, a lack of interest, little or no research, and no respect nor recognition of the rich and diverse background of the Latino Community. The “Frito Bandito” days are over Mrs. and Mr. Marketer… way over.

L-K: How, in your opinion, can companies improve the way they communicate to Latinos through marketing?

JGT:  I believe I have addressed this issue through my previous answers. The only thing that I wanted to add is that individuals truly interested in earning the repeat business of Latinos should constantly be reading, researching, and experiencing first hand the Hispanic Culture. Our blogs, Hispanic Trending (some obvious self promotion going on here) and Latin_Know are good places to start, but there are several other reliable source of information out there.

Thanks Juan Guillermo!

Technorati tags: latino marketing, hispanic marketing

Article: Latin American Banks Expand into U.S. Market

After a short hiatus, I hope to be back posting on a more regular basis now.

A few weeks ago I posted on the phenomena of banks attempting to target the US Latino market in a variety of "creative" ways, many of which I felt were missing the mark completely.

Maybe that's why Latin American banks are stepping in. Who would you trust, the bank you and your family have counted on for the past 50 years? The bank where your abuelito deposited his first paycheck? Or the gringo bank that looks like a hacienda?

Hispanic Business has a fascinating article about the entry of two Latin American banks into the US market: BBVA Bancomer (interesting to note is that Bancomer, the Mexican bank "de toda la vida" is now owned by BBVA, a Spanish bank, the same one behind the hacienda banks in Laredo), and Banco Popular, a Puerto Rican bank.

Let's face it: no one knows that US Latino market better than the people who have marketed to these same Latinos all their lives, and done it successfully. Bancomer knows how to target a Mexican customer, and their is some sense of nostalgic connection to brands of even banks that sway customers when choosing where to keep their money. It's the same connection that makes one pick up a loaf of Pan Bimbo instead of Wonderbread, or that compels that same person to buy a popsicle from a roving ice cream cart instead of going to Haagen Dazs.

Following are links to recents posts on the Latino banking trend:

Article: Startup Bank to Serve Hispanics
Article: Accent on Trust; Banks Stress Culture, Communication
Article: Banking Giant Woos Hispanics with ATM

The trend is starting to become as common as the Latino grocery store trend. By that same principle of "Latinos know Latinos best", I am still stumped as to why grocery giants on the other side of the border aren't jumping on this opportunity.

Latin American Banks Expand into U.S. Market

August 31, 2005

Jonathan Shikes

Even with 9.3 million customers, you probably haven't heard of BBVA Bancomer.

The bank -- Mexico's largest -- has kept most of its business south of the border.

But Bancomer and another Latino-targeted financial institution, Banco Popular, have big plans for Southern California.

They aim to challenge U.S. giants like Bank of America and Wells Fargo for the hearts and checking accounts of Latino consumers -- and eventually everyone.

Bancomer, which has 22 money-wiring stores in the United States, started last year by acquiring little Moreno Valley-based Valley Bank. Then, last month, the bank got regulatory approval to open 28 more branches across the state.

HispanicBusiness.com        READ MORE

Technorati tags: latino marketing, hispanic marketing, banking