© 2006 felipe korzenny1 marketing lris to the hispanic community presented to 2006 national lawyer...

© 2006 Felipe Korzenny 1

Marketing LRIS to the Hispanic Community

Presented to 2006 National Lawyer Referral Workshop, Albuquerque, NM, October 14

By Felipe Korzenny, Ph.D., Director of the Center for Hispanic Marketing Communication at Florida State University, and

Cheskin [email protected] (850) 925 7977


Agenda

General Cultural Considerations A Perspective on the Market Hispanic Origins Language and Media Acculturation and Segmentation Cultural Identity Perceptions of the Legal Profession Recommendations


Initial Considerations

Larger Cultural Issues


A need to understand more…

Culture

Subjective

Objective

Designs for living

Worldview

Communication codes

Society

Hierarchy

Family relations

Role expectations

Individual

Personality

Tastes

Attitudes

Interpersonal relations


Social Class Paradoxes

Culture A Culture CCulture B

UPPER CLASS

MIDDLECLASS

LOWER CLASS


Social Class Differences


Perspective on the Market

Demography and Geography


Hispanic Buying Power

$212 billion in 1990 $490 billion in 2000 $736 billion in 2005 $1,087 billion in 2010. The 2010 value will exceed the 1990 value by

413 percent

Source: Selig Center for Economic Growth, University of Georgia


Population Growth

10 million 1980 19 million 1990 35.3 million 2000 43.5 million in 2005 And considering approximately 10 million undocumented

immigrants from Latin America, the number should be…


Age

Non-Hispanic Whites 39.6 Hispanics 26.7 Blacks 30.6 Asians 33.7

Source: US Census Bureau 2004 estimate


An Evident Difference in Age Distribution

6 4 2 0 2 4 6

0- 4

5- 9

10- 14

15- 19

20- 24

25- 29

30- 34

35- 39

40- 44

45- 49

50- 54

55- 59

60- 64

65- 69

70- 74

75- 79

80- 84

85+

10 5 0 5 10

Male Female Female

Male

Hispanic Non-Hispanic White

Source: Current Population Survey, March 2002, PGP-5

Note: Each bar represents the percent of the Hispanic (non-Hispanic White) population who were within the specified age group and of the specified sex.


Origins

Similar and Different


Hispanic/Latino Country of Origin

Cuban3.7%

Puerto Rican8.6%

Mexican66.9%

Central and South

American14.3%

Other Hispanic

6.5%

Source: Current Population Survey, March 2002, PGP-5


A Common Cultural Origin

SpainSpainG alicia

Portuga l

AsturiasPa ís

VascoC ata luña

Influencia M ora

C astilla y León

Andalusia

Valencia


México’s Influence


Diversity of Origins

Guatemala

Belize

Honduras

Nicaragua

El Salvador

CostaRica

Panamá

Central America



South AmericaVenezuela

Colombia

Ecuador Brazil

Argentina

Perú

ChileUruguay

BoliviaParaguay

GuyanaSurinameFrench Guiana


Cuba

DomincanRepublic

PuertoRico


4%2%

10%

The Caribbean


6,598,488

3,852,138

1,563,389

1,498,507

1,348,588

1,136,650

1,120,350

817,012

816,037

750,965

Los Angeles

New York

Miami

Chicago

Houston

SF-Oak-SJ

Dallas

Phoenix

San Antonio

San Diego

Major Hispanic Cities

US Bureau of the Census


Language and Media

Not as simple as we thought!


Language Use by Gender

Given a choice, in which language do you prefer to communicate?

Cheskin National Study of US Hispanics

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Males TOTAL Females

English

Both Equally

Spanish


Language Use by Age (Males)



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-20 21-27 28-34 35+

English

Both Equally

Spanish


Language Use by Age (Females)



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-20 21-27 28-34 35+

English

Both Equally

Spanish


English and Spanish

While about 60% of adults say they prefer to communicate in Spanish

Among those 5 years of age and older between 65% and 75% are able to speak English well or very well

Code switching or alternating between languages is more noticeable


Communicating in Culture

Communicating in Spanish has a utilitarian value for the Spanish dominant

Communicating bilingually has the value of recognition and respect for all Hispanics


A Different Family

Different degrees of linguistic skill in English and Spanish in the family will affect decision making processes. Marketers will need to take note that Hispanics are exposed to Spanish, English, and English Hispanic directed messages. These need to be consistent.


How to Communicate

Bilingual Personal and Relevant Culturally Sensitive by

Informed insights into the culture Positioning that connects at deeper levels Not assuming that Hispanics are static Establishing ongoing relationships


Weekly In-Language TV Exposure


Approximately how many hours of TV do you watch PER WEEK in each language?

0

2

4

6

8

10

12

Males TOTAL Females

English Spanish


Weekly In-Language Radio Exposure


How many hours of radio do you listen to PER WEEK in each language?

0

1

2

3

4

5

6

7

8

9

Males TOTAL Females

English Spanish


Weekly In-Language Print Exposure


How many hours do you spend reading newspapers or magazines PER WEEK in each language?

0

1

2

3

Males TOTAL Females

English Spanish


Internet Access

Including children, over 65% of Hispanics have access to the Internet, but they are:

More acculturated More educated More affluent


Acculturation and Segmentation

Defining the Target


Ac

cu

ltu

rati

on

As

sim

ilati

on

Acculturation

First Culture

Second Culture

First Culture

Second Culture


HISPANIC ORIENTATION

Assimilated

Bicultural to different degrees

Culturally Unique

Monocultural Hispanic

+

+

Acculturation

ANGLOORIENTATION


Acculturation trendsHispanic

Hispanic Dominant Bicultural

AssimilatedCulturally Unique

Anglo

Yankelovich/ /Cheskin Hispanic Monitor 2002


Segmentation for Targeting

Yankelovich/ /Cheskin Hispanic Monitor 2002


The Importance of Acculturation

Quote about the Spanish language:“Spanish is my mother tongue, and it is the tongue of my mother. Spanish is still the tongue which I feel most clearly speaks from my heart. It calls out from my childhood.” “What I mean is that it encompasses my sense of identity by its sound and rhythm, and the fact that it is the language which I speak to my family with. It speaks not of the identity which I project in public now, but rather of my personality and sense of self since birth. When I speak in Spanish, I feel I speak from my soul.”


Cultural Identity

Four areas of difference


Source: Association of Hispanic Advertising Agencies in collaboration with FSU


MachismoMarianismoAndrogyny

Tradition vs. Equality



The Legal Profession

Characterization


Maldición Gitana

Gipsy curse!Entre abogados te veas!

(Find yourself among lawyers)


Distrust of the legal system

Generally abused by the legal system in their own countries

Lawyers usually perceived to be corrupt and unscrupulous

Little experience with referral systems Suspicion of abuse: Why are they

recommending lawyers?


Associated beliefs

Staying out of trouble… avoid calling attention to yourself

Fatalism… God’s will God is the ultimate judge Too much reliance on authority once trusted Believe in miracles Avoid risk


Recommendations

Ideas for application


Translations!

Translations can many times be in error or convey the wrong impression

Cultural adaptation or trans-creation is better Just because a word is translated it does not

mean it will be understood Functional illiteracy is a factor Test translations and brochures for

understandability


Trust

Develop grass roots campaigns to reach out to the community

Hold fun weekend events for educational purposes

Have home parties or gatherings to educate and guide

Reach out to children so they understand the function of LRIS and lawyers in general

Explore relationships with other trusted individuals: realtors, ins. Agents, brokers, etc.


Cultural insights

Beyond language and into cultural patterns Conduct research and explorations to understand

how to connect with Hispanics regarding their cultural views on: Divorce Accidents Home purchases Contracts Immigration Conflict Litigation vs. mediation, etc.


Marketing LRIS to the Hispanic Community

Presented to 2006 National Lawyer Referral Workshop, Albuquerque, NM, October 14

By Felipe Korzenny, Ph.D., Director of the Center for Hispanic Marketing Communication at Florida State University, and

Cheskin [email protected] (850) 925 7977

© 2006 felipe korzenny1 marketing lris to the hispanic community presented to 2006 national lawyer...

Documents

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felipe korzenny english

felipe korzenny originssimilar

felipe korzenny language

hispanic communitypresented

years of age

specified age group

us census bureau