Presented by:Presented by:Cintia AguilarCintia Aguilar

Reaching Out for Latino Reaching Out for Latino Audiences: Audiences:

Marketing Strategies Marketing Strategies

Reaching Out for Latino Reaching Out for Latino Audiences: Audiences: Marketing StrategiesMarketing Strategies

““When reaching out to new audiences, When reaching out to new audiences, we must take the time to fully understand we must take the time to fully understand the dynamics involved and be prepared the dynamics involved and be prepared to set aside egos and traditional ideas. to set aside egos and traditional ideas. ‘The way we've always done it’ does not ‘The way we've always done it’ does not mean that's the way it always should be mean that's the way it always should be done” done” (Bairstow, Berry & Driscoll, 2002(Bairstow, Berry & Driscoll, 2002).

NC Latino PopulationNC Latino Population

1990 = 76,726 = 1.2%Ø2000 = 378,963 = 4.7%Ø2007(July) = 638,444 =

7.04%

_______________U.S. Bureau of the Census. (2000) (2007).

Distribution of Latinos across Distribution of Latinos across North Carolina.North Carolina.

Kasarda, J. D., and Johnson, J. H.(2006).

Distribution of Latinos…cont’dDistribution of Latinos…cont’d

1990 2000 2004 Total Total 76,726 76,726 378,963 378,963 506,206506,206  Metro areasMetro areas 55,011 55,011 265,441265,441 367,905367,905Percentage 71.7 Percentage 71.7 70.0 70.0 71.1 71.1  Non-metro Non-metro 21,715 21,715 113,522 113,522 149,712149,712Percentage 28.3 Percentage 28.3 30.0 30.0 28. 28.99

Kasarda, J. D., and Johnson, J. H. (2006).

Distribution of Latinos…cont’dDistribution of Latinos…cont’d

• The seven counties with the largest The seven counties with the largest relative Latino population growth since relative Latino population growth since 2000 are Camden (85.7%), Union 2000 are Camden (85.7%), Union (69.7%), Cabarrus (59.2%), Davidson (69.7%), Cabarrus (59.2%), Davidson (55.5%), Gaston (54.7 %), Alamance (55.5%), Gaston (54.7 %), Alamance (49.7%), and Wake (49.6%).(49.7%), and Wake (49.6%).

• The four counties with Latinos exceeding The four counties with Latinos exceeding 10 percent are Duplin (18.2 %), 10 percent are Duplin (18.2 %), Sampson (14.3%), Lee (13.3 %), and Sampson (14.3%), Lee (13.3 %), and Montgomery (13.3%).Montgomery (13.3%).

Who are the Latinos?Who are the Latinos?

• No all Latinos fit into one No all Latinos fit into one category: birth country, category: birth country, language skills,family history, language skills,family history, immigration status. immigration status.

Countries in Continental Latin Countries in Continental Latin America & the CaribbeanAmerica & the Caribbean

Caribbean Caribbean Central AmericaCentral America South AmericaSouth America North AmericaNorth America

1.Antigua & Barbuda2.Aruba3.Bahamas4.Barbados5.Cayman Islands6.Cuba7.Dominica8.Dominican Republic9.Grenada10.Guadeloupe11.Haiti12.Jamaica13.Martinique14.Puerto Rico15.St. Kitts & Nevis16.St. Lucia17.St. Vincent and the Grenadines18.Trinidad & Tobago19.Turks & Caicos Islands20.Virgin Island

1.Belize2.Costa Rica3.El Salvador4.Guatemala5.Honduras6.Nicaragua7.Panama

1.Argentina2.Bolivia3.Brazil4.Chile5.Colombia6.Ecuador7.French Guiana8.Guyana9.Paraguay10.Peru11.Suriname12.Uruguay13.Venezuela

1.Mexico

Latinos or Hispanics?Latinos or Hispanics?• Latinos: Language originLatinos: Language origin.

Latins:tribe in early Italy.Their language was called Latin. “Romance” languages: Italian,Spanish,Portuguese, and French.

• Hispanics:Geographic originHispanics:Geographic origin.Hispalis (Greek origin): Iberian peninsula invaded by Romans.

• In U.S.In U.S. the term Hispanic was introduced as a “census category” by the Nixon administration in 1970 to identify people with Spanish heritage. It has been used as the “official” government term.

LatinosLatinos• 88 % network

television• 82 % local

television• 52 % newspapers• 58 % radio • 29 % Internet

PEW Hispanic Center (2004)

U.S. PopulationU.S. Population• 80% television

• 50% newspapers• 19% on radio • 20% Internet. 

Pew Research Center (2003)

Media PreferencesMedia PreferencesFrom From which media do Latinos get the newswhich media do Latinos get the news??

Media PreferencesMedia Preferences

• On average, Latinos watch more than 4 hours of Spanish TV a day.

• About an hour reading the paper & listening to the radio.

• The average Latino is exposed to more than 5 hours of Spanish language media per day.Padilla,D. (2007)

Reaching Out for Latino Reaching Out for Latino Audiences: Audiences: Marketing StrategiesMarketing Strategies

““They (Latinos) are not looking for They (Latinos) are not looking for a handout but for a handshake.”a handout but for a handshake.”

_____Sixth Annual Hispanic Market Advantage Conference

Characteristics of Characteristics of Latino Culture*Latino Culture*

• Relationships Relationships • Language and communicationLanguage and communication• FamilyFamily

* * Information included in this presentation is to be used as a guide when working with Latino audiences. Latinos as any other ethnic and race group might have a common culture but not all individuals are the same. The better way to learn about a person’s culture is by asking him/her directly.

Relationships: Relationships: Personalismo Personalismo

• Personal relationships are Personal relationships are more important than more important than institutional relationships.institutional relationships.

• Trust is placed in individuals, Trust is placed in individuals, not in institutions.not in institutions.

Personalismo:Personalismo: Engaging StrategiesEngaging Strategies

Establish a presence in the Establish a presence in the Latino communityLatino community..

Learn about the community Learn about the community and context in which people and context in which people live, and get to know people live, and get to know people as individuals. One-to-one as individuals. One-to-one basisbasis.

Engaging StrategiesEngaging Strategies

Check if the message was understood Check if the message was understood by asking questions related to the issue. by asking questions related to the issue.

Make reminder calls.Make reminder calls.

Expect to be seen as an authority figure Expect to be seen as an authority figure in learning situations.in learning situations.

Engaging StrategiesEngaging Strategies

Learn about the Latino-serving Learn about the Latino-serving organizations in your community and organizations in your community and network with themnetwork with them..

Attend Latino events in your Attend Latino events in your community, such as festivals and community, such as festivals and soccer tournaments.soccer tournaments.

Introduce your organization’s mission Introduce your organization’s mission and goals and how they benefit familiesand goals and how they benefit families.

Engaging StrategiesEngaging Strategies

Build a relationship and establish Build a relationship and establish trusttrust with Latino youth and families. with Latino youth and families.

Personally extend invitations through Personally extend invitations through visits or phone calls rather than visits or phone calls rather than relying on written communication.relying on written communication.

If you don’t speak Spanish, try to If you don’t speak Spanish, try to learn and use common phrases.learn and use common phrases.

Engaging StrategiesEngaging Strategies

Listen to what they want to say even if it Listen to what they want to say even if it not related to the task. Don’t feel you not related to the task. Don’t feel you have to answer all their questions or have to answer all their questions or resolve their needs.resolve their needs.

Do not get discourage if outcomes are Do not get discourage if outcomes are not what is expected, try again! Building not what is expected, try again! Building trust is a process that takes timetrust is a process that takes time.

Language and Language and communicationcommunication

•Spanish is the predominant Spanish is the predominant language in the majority of the language in the majority of the countries. Native languages are countries. Native languages are also spoken.also spoken.•High percentage of Latinos in High percentage of Latinos in NC that speak English: 41.8% NC that speak English: 41.8% speak English very well.speak English very well. (U.S. Census Bureau, 2006). (U.S. Census Bureau, 2006).

Language…cont’dLanguage…cont’d

• Latinos tend to avoid confrontationLatinos tend to avoid confrontation..

• Respect is shown by listening when a Respect is shown by listening when a person is talking, by following his/her person is talking, by following his/her advice, and sometimes by looking advice, and sometimes by looking down.down.

• Personal Space: Latinos tend to sit and Personal Space: Latinos tend to sit and stand close to each other. “Touching” is stand close to each other. “Touching” is a gesture of friendship, i.e. kiss on the a gesture of friendship, i.e. kiss on the cheek to say “hello” and “good bye.”cheek to say “hello” and “good bye.”

CommunicationCommunication Engaging Engaging

StrategiesStrategies Learn what is the Spanish literacy level Learn what is the Spanish literacy level

and English proficiency level of the and English proficiency level of the families you are working withfamilies you are working with..

If you need an interpreter, look for a If you need an interpreter, look for a bilingual volunteer known by the bilingual volunteer known by the communitycommunity..

Provide instructions and/or other Provide instructions and/or other information in a detailed mannerinformation in a detailed manner.

Engaging StrategiesEngaging Strategies

Check if the message was understood Check if the message was understood by asking questions related to the issue. by asking questions related to the issue.

Make reminder calls.Make reminder calls.

Expect to be seen as an authority figure Expect to be seen as an authority figure in learning situations.in learning situations.

Engaging StrategiesEngaging Strategies

Use cooperative activities rather Use cooperative activities rather that competitive activities.that competitive activities.

Be prepared to “share” your Be prepared to “share” your personal space. You don’t need to personal space. You don’t need to sit closer or kiss someone to say sit closer or kiss someone to say “hello” if that is not your “hello” if that is not your preferencepreference.

FamilyFamily

• Family Comes First. Family Comes First.

Family needs are a priority.Family needs are a priority.

Live in extended family groupsLive in extended family groups..

Prefer activities that involve all family members.Prefer activities that involve all family members.

Family members care for elderly members and Family members care for elderly members and children.children.

Family… Cont’dFamily… Cont’d

Children typically live at home until Children typically live at home until they get married.they get married.

Latinos who immigrate to U.S. Latinos who immigrate to U.S. may lose the support provided by may lose the support provided by the extended family. As a result of the extended family. As a result of this, it may be a shift in gender this, it may be a shift in gender roles and change in roles of roles and change in roles of parents and children.parents and children.

Family:Family: Engaging Engaging

StrategiesStrategiesInvite families to appropriate Invite families to appropriate

activities and events. Consider that activities and events. Consider that extended family may also attend.extended family may also attend.

When invitations are for specific When invitations are for specific family members, be sure that the family members, be sure that the message is clear and explain why message is clear and explain why the invitation is limitedthe invitation is limited..

Questions, Comments?Questions, Comments?

Contact InformationContact Information

Cintia AguilarCintia Aguilar919-513-0311919-513-0311

cintia_aguilar@ncsu.educintia_aguilar@ncsu.edu