tap into the hispanic market 06-25-2012
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BusinessLearning
SeminarSeries
How to Tap intoSan Diego's
$12.6 BillionHispanic Market
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Welcome to the Hispanic MarketSeminar
Myths and Truths
of the HispanicMarket
In this seminar you will learn:
Well teach you in the next hour how your business can tap
into the $12.6 Billion HispanicMarket in San Diego.
How to Reach
the HispanicAudience
The Top 10Reasons You Need toInclude this Audiencein Your MarketingStrategy
Were here to
help you with themarketing tools toreach this audience.
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Who is the HispanicAudience?
Lets take a long diveinto what thisaudience really lookslike.
Well share insights
into thedemographics, localstatistics, languagepreferences, andmore.
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San Diego HispanicPopulation Statistics
Nearly 1 million or 32%of San Diegans are
Hispanic
Sources:2011 Scarborough Research R1 2011 Nielsen Claritas, Inc.,2010
Nielsen Claritas Inc, U.S. Bureau of the Census
Grow Your Business With the Growing Hispanic Market!
The San Diego markets Hispanic population has grown by 31%since 2000.
44% of San Diegans under the age of 18 are Hispanic.
There are nearly 247,000 Hispanic households in the San Diego
market.
A third of the SD market is Hispanic: The South Bay region is54% Hispanic*.
How many Hispanics neighbor us tothe south?Over 3.1 million live in Northern
Baja, MXHow many live in Tijuana?
Over 1.5 million
What percent of Mexico-residingborder crossers shop in San Diego atleast once a month?94%
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San Diego HispanicPopulation Statistics
Dont risk an enormousopportunity!
According to Census
numbers, theres a real
possibility that your
current consumer base is
slowly being replaced by a
younger, Hispanic
demographic if you wait
to market to them, you risk
losing an enormous
opportunity.
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San Diego HispanicLanguage Statistics
San Diego Hispanics preferEnglish and Spanish equally
Over 37% of San DiegoHispanic adults personally prefer tospeak Spanish more than English intheir homes.
Over 38% of San Diego Hispanicadults personally prefer to speakEnglish more than Spanish away fromtheir homes.
BASE: San Diego County Hispanic Adults (N=637,496 or 27% of San Diego adults), SOURCE: 2011 Scarborough Research, R1
At home: Away from home:
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San Diego HispanicMillennial Statistics
Most San DiegoHispanics are
Millennials
Source: The Futures Company Inc., Newpolitics.net (Estimatebased on 2006 March Census)
Source: NewGeography.com (Based on estimates from U.S. Census Current Population Survey,May 2008)
Millennials are the most diverse
generation in our nations history and are a
strong successor to the Boomers. In 2015 it is
predicted that Millennials will out number
Boomers.
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San Diego Hispanic DigitalUsage Statistics
Mobile is already animportant
component of theHispanic purchasing
funnel
According to Google, there are 46 million Hispanics and 30 million of them are
online.
Hispanics are 58% more likely to click on search ads compared to the general
population.
Six out of 10 Hispanics made a purchase in a store as a result of seeing online
What percent of Hispanicsuse a mobile phoneregularly?
93%
What percent ofHispanics use asmartphone to search?
70%
What percent of Hispanics havesmartphones vs. the generalpopulation?45% of Hispanics 34% generalpopulation
What percent of Hispanics compareprices and locate retailers via their
smartphones?Over 40%
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San Diego Hispanic DigitalUsage Statistics
Hispanics index higher
socially & are influencedby online reviews
Hispanic shoppers are influencedby reviews andrecommendations online.
Source: ComScore 2010
Hispanic over-index in usingsocial media.
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Hispanic Enculturation,Assimilation & AcculturationDefined
San Diego Hispanicstend to adopt & adapt
to customs and habitsin the US without
shedding traditions andvalue systems
Enculturation is thelearning of a first culture; ittends to be pervasive and
difficult to erase.
Acculturation is theprocess by whichindividuals acquire a second
culture in addition to theirfirst culture- adopting a newculture without denyingones heritage.
Assimilation suggests theabandonment of ones first
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Hispanic Cultural Filters
Hispanics see through
Cultural Filters
Many companies
limit their Hispanicmarketing andoutreach to one-dimensional effortslike the literal
translations of generalmarket campaigns.
Marketers cannotsimply transfer
directly to the U.S.Hispanic market the
Hispanic audience view the world- and your
messaging- through their own cultural filter.
This filter is formed by language, religion, culture,
country of origin, acculturation and other shared
experiences.
Cultural insights and connectivity are critical to
developing results-oriented messaging.
Reach consumers via cultural connectivity cues like:ValuesTraditionsReligionLifestyleCountry of originDegree of acculturation
Language preference
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Myths & Truths
Lets review somecommon myths &truths concerning theHispanic Audience.
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Language
Truth: Not everything
needs to be translated!
We can develop
culturally- andlinguistically-relevantmessaging withoutcompromising yourbrand.
Dont go near a webtranslation site!Myth: Spanish
language
campaigns are
English andSpanish
equally
Spanish
Only
English
San Diego Hispanics Language Preference (among family)
Source: 2011 Scarborough Research, Release 1
Example:
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SpendingPower
Think about what motivates this
audience:
Saving time
Saving money
Doing whats best for my family
Truth: More Hispanicslearn about brands,
compare prices, and
make final decisionsonline than the general
market
Myth: Hispanicsshop at their
favorite stores
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Brand Loyalty
Truth: Majorbrands are
Marketing to
Hispanics
Myth: Hispanics aretoo brand loyal toconvert so fewmarket to them
Major Brands Marketing to Hispanics on Social Platforms:
Hispanicsprefe
rbrandswitha
well-developed
presence
includingsocial
andmobileme
dia
components.
Hispanicsareconsiderable
brand-centric.
Hispanicslove
thebrand.The
ysharebrands,
theytalkbrand
s,theylivebra
nds.Theyhave
investedconsid
erableideologi
calvalueinto
them.Brandsre
presentwhoth
eyare.
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ChannelPreferences
Hispanic Newspapers will continue tohave a relatively strong performance,particularly when compared to their U.Sgeneral market counterparts.
The strong community mediaelement of Hispanic newspapers plays infavor of them. So does the fact that printmedia continues to be a great way totarget Spanish-dominant U.S Hispanics.
Truth: Hispanicscontinue to usenewspaper for
their source ofnews and
information
Myth: Hispanicsdont read
Newspapers Sources: From Portada Magazine Portadas Twelve Predictions For 2012
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Click icon to add pictureTop 10 Reasons
Why you need theHispanic audience inyour Marketing
strategy
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Reaso
n #1 Hispanics are the
largest populationsegment with over
$12.6 billion inpurchasing powerlocally in San Diego!
Wouldnt you like forthem to spend withyou?
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Reaso
n #2 Hispanics are a
growing youngeraudience segment.
How will you marketyour products and
services to a youngermarket?
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Reaso
n #3 Hispanic households
are twice the size ofother audience
segments!
That means twice the
products and serviceswill be needed for thefamily!
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Reaso
n #4 Hispanics are brand
centric.
Will you showHispanics who yourbrand is and how your
brand fits them?
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Reaso
n #5 Hispanics areconnected socially.
How do you wantHispanics to influenceyour brand for you?
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Reaso
n #6 Hispanics are 32% ofthe population.
Do you want to missout on 1/3 of thepopulation by not
marketing to them?
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Reaso
n #7 Hispanics pay withcash.
What could yourcompany do with anew cash flow
audience?
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Reaso
n #8 The Hispanic audienceis being targeted byyour competitors.
Dont let yourcompetitors get the
upper hand with thisaudience segment!
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Reaso
n #10 Well take care of thedetails for you!
You cant afford not toreach the Hispanicmarket and well help
you.
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Effective Marketing
Lets review some ofthe products thatreach local Hispanic
audiences here in SanDiego.
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U-T San Diego Hispanic Product Opportunities:
Display, preprint and high impact advertising in Enlace, Purda Vida, Vida Latina
print products
Display ads in Enlace Extra wrap in La Bolsa Azul
High-impact advertising online at SanDiegoRed.com, vidalatinasd.com and
utsandiego.com
Bagvertising on our sdExtra, La Bolsa Azul polybags
Inserts in Enlace Extra
Targeted e-mail marketing by demographics
Event marketing-San Diego Latino Champions Pandora Genre Targeting
We deliver the Hispanic households you want
. . . on both sides of the border.
Delivering the Hispanic Audience- PrintChannels
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Vida Latina
Vida Latina reaches over 99,000 San DiegoHispanic adults (15%).**
Source: 2012 Nielsen, Inc. **2012 Probe Research Omnibus Survey; 2012 Scarborough Research, Release 1
Vida Latina San Diego is the largest circulated Spanish language
entertainment magazine, TV and shopping guide in the marketplace.
30,000 free copies distributed weekly in the highest density Hispanic
areas.
Features Entertainment News, Novelas, TV and Cable Program Listings,
Music, Movies, Health, Life Style and Cultural Events.
94% pickup rate-ABC Audited
Coming Soon.VidaLatina.com Targeting young Latinas
Entertainment, telenovelas, music, dining, celebrity news, photo galleries
Fun
Delivering the Hispanic Audience- PrintChannels
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Home Delivery
70,581 (53% increase)
Single Copy
31,106
Mexico/U.S. Border
11,295 copies
TOTAL DISTRIBUTION
112,982 (23% increase)
Delivering the Hispanic Audience- PrintChannels
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Delivering the Hispanic Audience-Digital Channels
The Markets leading local online news site*
* Scarborough 2011R1, Base: San Diego Countysignonsandiego.com: Anametrix Rolling annual monthly Average January June 2011
UTSanDiego.com3,502,100 MonthlyUsers22,636,340 Page ViewsPages per visit: 3.4
m.signonsandiego.com
415,000 Monthly Users2,134,500 Page ViewsPages per visit: 2.6
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Delivering the Hispanic Audience- SEMChannels
93% of all internet searchesstart on Google, Yahoo and
Bing
WE PROVIDE:vDaily OptimizationvAward Winning SEO Staff
vComprehensive Reportingwith full analytics
Source; Hitwise3.31.12
SEO Optimized Landing Page Features:
vSearch Friendly URL.vCall Tracking 800 phone.
vMobile Friendly.v6 Customizable Tabs.
vSocial Media complete.vGoogle Analytics.
v1 free edit every 3 months.
We can provide you with acustomized Search Engine
Marketing plan includingoptimized web & mobilelanding pages with customerdatabase capabilities.
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Mobile Opportunities
Mobile Websites;With custom Text Codes, QR Codes & .Mobi ext. $150/mo
Mobile Network.Choose from 5,000
Mobile websites to target youraudience. $16/cpm
Mobile Platform UT
News $19/cpm
BT Real Estate: $14/cpm
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7/2/12
Reaching San Diego Hispanics
U-T SanDiego
Products
18% Enlace*
13% UTSandiego.com
16% DiscoverSD.com*
100K La Bolsa AzulEnlace Extra
36% Deals.UTSanDiego.com*45% U-T San Diego
Scarborough Research 2012R1(Cume)
52% North Zone
45% South Zone
15% Vida Latina
8%
Night & Day Street
Behavioral Targeting onUTSandiego.com
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Hispanic AudienceChecklist
Lets review the stepsto ensure you capturesome of that $12.6
billion market!
My organization is
preparing for theprojected Hispanicpopulation growth
My marketing
messages appeal toHispanics with cultural
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Were here to help!
No need to go italone!
Well help younavigate the Hispanicaudience marketingwaters
We have productchannels that speakto Hispanics as well asthe Hispanic culturalexperts to develop bi-
lingual campaigns to
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Questions?
top related