Marketing to Latinos:An Action Plan

Instructor:

Susana G. Baumannsbaumann@lcsworldwide.com

An Infopeople WorkshopSummer 2007

This Workshop Is Brought to You by the Infopeople Project

Infopeople is a federally-funded grant project supported by the California State Library. It provides a wide variety of training to California libraries. Infopeople workshops are offered around the state and are open registration on a first-come, first-served basis.

For a complete list of workshops, and for other information about the project, go to the Infopeople website at infopeople.org.

Workshop Overview

• Why market to Latinos?

• Launching a Latino action plan

• Tools to develop a basic market analysis

• Positioning your library

• Promoting library services to Latinos

Section 1

Why Market to Latinos?

California’s Math: Economic and Educational

Profile of Latinos

CA’s Latino Labor Force

• Growth*– 2000: 28%– 2025: 41%– 2050: +65%

• Income* $461 billion total wages– L (28%) earn 19%– W (53%) earn 62%

*Latinos and Economic Development in California: Elias Lopez, Enrique Ramirez, Refugio Rochin,

California State Library, California Research Bureau 1999

• Skill-level*─ 13 top occupations

require short/moderate “On the Job Training”

• Age* ─ Under 18: 45%─ 18 to 39: 39%─ 40 to 64: 22% ─ 65 +: 13%

CA’s Latino Educational Attainment*

– 86% reach some level of education

– 33 - 41% obtain a HS diploma

– 12% of labor force has a four-year degree

– Freshmen enrollment gap:

1996 9% 2001 16%

*”Latinos and Economic Development in California,” Elias Lopez, Enrique Ramirez, Refugio Rochin, California State Library, California Research Bureau 1999

**”California Connections . . . : The New Demography, The New Economy, and the New Inequality” Presented by: Manuel Pastor UC Santa Cruz November 2005

A Formula for Disaster

• Increase in total state expenditures– education– healthcare– correctional system

• Decrease in tax revenues • Future imbalance in Social Security

System

Tasks at Hand

• Increase educational attainments– in k-12– access to alternative education– labor force training and opportunities

• Increase income and tax revenues

• Decrease poverty and crime rates

• Who can help?– educational institutions– institutional and public libraries

Role of Libraries in California’s Future

New Goals in Outreach

Equity of access and equity of service to

• Educationally disadvantaged• Unemployed and in need of job

placement assistance• Living in areas underserved by a library• Blind, physically handicapped, aged, or

confined in institutions*

*Libraries, Library Systems, Trustees and Librarians section of the New York State Law and Regulations of the Commissioner of Education.

Diversity Goals in Library Policies

Three Questions about your Library’s Mission Statement

1. What is the Latino diversity purpose of my organization?

2. What action/s are we taking in order to achieve that purpose?

3. How do we show our commitment to that purpose?

Commitment to Diversity:It Starts from the Top Down!

Board membersLibrary directors

Management /Administrators

Library personnel, interns, volunteers, etc.

Commitment to Diversity:It Is Nourished from the Bottom Up!

Board membersLibrary directors

Management /Administrators

Library personnel, interns, volunteers, etc.

Section 2

Launching a Latino Action Plan

Benefits and Elements of an Organizational Marketing Plan

Benefits of a Marketing Plan

• Maximize resources• Work with other community organizations • Focus on promotional efforts • Expand your organization’s and

employees’ perspectives• Assess progress and growth over time• Find new funding resources

Seven Elements of a Marketing Plan

1. Organization’s mission & vision2. Target markets3. External resources4. Internal resources5. Promotional strategies6. Outreach programming7. Plan management and evaluation

From a Marketing Plan to an Action Plan

Three Steps to an Action Plan

1. Create a Committee for Latino Outreach (CLO)

2. Create a feedback process

3. Develop an action plan

Purpose of a CLO

• Discuss outreach efforts• Give and receive feedback• Plan and program activities• Prioritize decisions• Evaluate results • Refine strategies and tactics • Receive recognition!

Basic Structure of a CLO

• Chair• Secretary • Sub-committees: as many as you

need!– market research– strategic partners– internal resources– promotion– planning and programming, etc.

Creating Feedback

• Purpose– generate discussion – suggest solutions– promote CLO activities

• Tools– memos / newsletters / intranet / reports / your imagination!

• Actions– share a new Spanish book or DVD review– share an activity or success story– post questions / stir the pot! – report operational or materials needs

Goals of An Action Plan

1. Know your market

2. Position your library

3. Focus on promotion and outreach

Section 3

Tools to Develop a Basic Market Analysis

Market Analysis

• Market profile

– market research

– psycho-socio-cultural research

• Community needs assessment

Gathering Information (handout #1)

• Source– primary sources: research not conducted

before, tailored to specific questions and decisions

– secondary sources: existing information and data collected for other purposes

• Technique– qualitative– quantitative

What You Need for your Market Analysis

1. Information vs. “wishful thinking”2. Experience vs. improvisation3. Observation vs. pre-judgment

Avoid analysis paralysis! Avoid analysis paralysis!

Purpose of Market Research

1. Learn about your target markets2. Identify market segments3. Prioritize market segments4. Find out market trends

Target Markets

1. The Latino community at large

2. Market segments defined by• demographics • psycho-socio-cultural dimensions• trends• needs

Demographic Dimensions

• Countries of origin (Mapping Latin America)

• Socio-economic status • Immigration status • Age• Gender• Levels of education• Language ability

• Family composition

• Group size • Income• Occupation • Time in the USA• Physical health• Mental and

behavioral health• Etc.

Purpose of Psycho-socio-cultural Research

1. Understand Latino idiosyncrasies and diversity

2. Define market segments more specifically

3. Respond culturally to market needs

4. Know your competition

Psycho-socio-cultural Dimensions

• Social norms and behaviors • Social classes and social structure• Lifestyle• Use of time • Gender roles • Leadership • Collectivism • Relationship with money • Beliefs about life and death, health, and

religion• Parent-child relationships, etc.

Social Norms and Behaviors

– “Familismo” (family values)

– “Respeto” (respect)

– “Personalismo” (personal relationships)

– “Formalismo” (formality in social interaction)

– “Confianza” (trust and familiarity in a relationship)

– “Simpatía” (nice and easy going relations)

Market Segments

– Smaller groups who have something in common such as:

• demographic characteristics, needs, wants, motivations, values, behavior, lifestyles, etc.

““Targeting the right consumer helps marketers Targeting the right consumer helps marketers create a long-lasting relationship with lower risks.”create a long-lasting relationship with lower risks.”

Example of a Market Segment

According to demographic dimensions:

– Age: 1-12 12-19 20-35 35-50 50-60+

– Children Youth Adults Seniors

– Gender: Women Men (sexual orientation)– Countries of origin: Colombia, Peru…– Language ability: Spanish only, English only,…

A market segment reads:– Spanish-speaking, Peruvian women, age 20 to

35…

How to Prioritize Market Segments

– Your market research – Your library’s goals– Your resources

– Who needs it the most?– Who is the most ready? – Who can bring your more

“customers”?

Latino Market Priorities

– Who needs it the most?• Latinos with low-levels of literacy, unemployed, disadvantaged,

living in rural areas, less acculturated

– Who is the most ready? • English-speaking Latinos, current customers, Latinos established

for a long time, more educated and acculturated, children and teens used to school libraries

– Who can bring you more “customers”?• children and teens interpreting for parents, current

customers (Latinos and English-speaking), community leaders, local employers, strategic partners

Market Trends

Purpose of Market Trends

• Find out market segments’ behavior tendencies related to:

─ assimilation and acculturation ─ use and preference of language─ self-identity─ population growth ─ geographical location

Example of Market Trends

Assimilation and acculturation• Segregationist approach• Immersionist approach• Multicultural approach

Use and preference of language• Spanish only• English only• Bilingual – no preference

Assessing Your Latino Community Needs

Two Known Facts in Marketing

1. Customers are easier to sell when they have a problemproblem! (Handout #2)

2. People are creatures of habithabit!

Some Beliefs and Habits • Libraries are for students and scholars• If they offer services for free, they might want something• I prefer to buy magazines and newspapers• I don’t read much, anyway• Libraries are boring, dark places • Libraries are too far from home/work• I can find anything I need on the Internet in Spanish• I cannot borrow materials from libraries• They do not offer what I need/want• There is no service continuity• I don’t want to give out my personal information

Changing Latinos’ Beliefs and Habits

• Raise awareness about library services

• Keep them “in the loop”

• Create incentives to change behaviors

Library Services Awareness

Target Market: Latino Community at LargeTarget Market: Latino Community at Large

• Develop general strategies to educate your Latino patrons

• Expand their knowledge if they are already users

• Generate membership

• Help them become familiar with the library environment

Your YEARLY promotional effort!Your YEARLY promotional effort!

Keep Them “in the Loop”

Target Market: Market SegmentsTarget Market: Market Segments

• Plan your outreach programming

• Develop specific promotional mini-campaigns

• Include them in other ongoing activities

Your big OUTREACH effort!Your big OUTREACH effort!

Assess the need (water + sugar)

Redefine the need (produce your “soda”)

Create the incentive(Mmm… mmm… cool!)

Incentives Change Behaviors!

Your true “MARKETING” effort!Your true “MARKETING” effort!

Approaches to Respond to Community Needs

Find out problems

Come up with a solution

Create a product

Find your customers

Section 4

Positioning Your Library

What is “Positioning”?

• Maximize existing/new resources

• Link and partner with other community organizations

• Create competitive advantages

Maximize Existing/New Resources

External resources ─ community

partners ─ funding

Internal resources– products and services – personnel– facility

Who Can Help

• Community partners

– community leaderscommunity leadersrepresent parts of the community

– strategic partnersstrategic partnersfor specific or long-term goals

– market channelsmarket channelsinteract daily with Latino customers

Factors That Motivate Customers (Handout #3)

1.1. PPrice

2.2. PProduct choices

3.3. PPlace (location)

4.4. PPromotion

5.5. PPersonnel (helpful staff)

Your Competition!!

1.1. BehaviorsBehaviors and associated benefits preferred over the ones you are promoting

2.2. BehaviorsBehaviors they have been doing “forever” that they would have to give up

3. Organizations and individuals who send “opposing messagesopposing messages”

4. “ObstaclesObstacles” and “limiting beliefslimiting beliefs”

You want You want to to promote:promote:

Competing Competing behaviorbehavior

Opposing Opposing messages/ messages/ messengersmessengers

Obstacles/limiting Obstacles/limiting beliefsbeliefs

Learning English at the library

Speaking Spanish at work and at home

Low literacy levels in Spanish

Family, employer, friends

TV in Spanish News in Spanish

I don’t need to learn English to work, communicate, or be informed

I have no time/transportation

Examples of Your Competition

Latinos Need to Perceive:

1. Greater benefits

2. Fewer barriers, obstacles, and lower cost

3. Social pressure

Behavior Behavior your your promotepromote

Perceived Perceived benefitsbenefits

Less barriers/Less barriers/

obstacles/obstacles/

costcost

Social pressureSocial pressure

Learning English at the library

–I can increase work opportunities and earn a better salary. –I can help and communicate with my children. –I can keep Spanish at home, be proud of my heritage and pass it on to my children. –I can (eventually) become a citizen of this country. –The library is a safe environment to learn.

Offer free ESL classes.

Schedule classes around work schedules.

Offer classes through community partners (employers) that are better located.

Offer classes at different levels.

–English is necessary to improve employment opportunities.

–English is the national language.

–I can communicate with government officials, police, doctors and my children’s teachers.

–I can become a role model for my children and other immigrants like me.

Your Competitive Advantages

Section 5

Promoting Library Services

Promoting your Library

“Branding” effort• Target market: Latino community at large

– promote library services in general– generate membership

“Sales” effort• Target market: market segments

– promote outreach activities

Purpose of “Branding” Effort

• Become knowledgeable of library services• Increase their trust in your institution• Create long-term credibility about service

continuity• Establish long-lasting, personal

relationships• Empower their community

What to Promote with “Branding”

• Library mission• Free services, borrowing and reserving materials• Locations and hours of operation• Use of the Internet and online databases• Library materials for Spanish-speaking users• Library materials for Latino teens and children• New releases!

• Requirements to become a library member • Fines, fees and damaged materials• How to volunteer or advocate for the library• Confidentiality of personal information• Spanish website and how to use it• Any other matter you might think they need to know!

Purpose of “Sales” Efforts

• Motivate them to change habits• Address their needs and wants• Expand services in their area • Make them feel at home, sense of

“belonging” • Celebrate and share their cultural

heritage• Keep them coming back!

The “Products” You “Sell”

1. Benefits in using your products and services2. Desired change in behaviors3. “Physical” products or

services4. “Augmented” products

Planning a Promotional Strategy

Answer these questions precisely:

1. Who are we trying to reach? (market segment)2. What are we advertising? (benefits)3. What are we trying to achieve? (measurable

goals)4. What are we trying to communicate? (actions)5. How are we going to communicate it? (ways to

advertise)

Parameters to Consider

• Strategic partners (who?)

• Incentives (create customer predisposition)

• Competition (change behaviors)

• Amount of advertising needed

• Cost

Selecting Media: The Eight “Ps” (Handout #4)

1. Paid advertising

2. Publicity

3. Public relations

4. Public service

5. Printed materials

6. Promotional items

7. Personal networking/word-of-mouth

8. Popular media

Marketing is a Work of Love!

• Build relationships with your Latino patrons

• Make it a personal challenge

• Generate enthusiasm!

Thanks for your participation! Thanks for your participation! For questions please contact

sbaumann@lcsworldwide.com