This document provides guidance on creating effective marketing messages for Hispanic audiences. It discusses how Hispanic consumers view the world through their own cultural filters formed by language, religion, culture and other shared experiences. To be successful, messages cannot simply translate from general market strategies and must appeal to cultural values and traditions through techniques like transcreation instead of direct translation. The document also addresses common misconceptions about Hispanic consumers and markets.
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Creating Relevant
Messages for Hispanic
Audiences
June 6, 2011
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Overview
Hispanic audiences 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.
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Language Usage Characteristics
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First language learned to speak
Spanish 85%
English 15%
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Language most comfortable speaking
Spanish 62%
English 26%
Both 12%
Language spoken most frequently at home
Spanish 70%
English 21%
Both 9%
Source: U.S. Hispanic Market Study, SRC
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Advertising Effectiveness
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Among bilingual Hispanics…
English ads are 38% less effective than Spanish ads in terms of
recall;
English ads are 70% less effective than Spanish ads in terms of
persuasion; and
English d
E li h ads are 27% l
less effective than S
ff i h Spanish ads i terms of
i h d in f
communication.
Source: Roslow Research Group, Spanish vs. English Ad Effectiveness Study
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Language Preferences
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Recent numbers from a Simmons national survey on U.S.
Hispanics’ language preferences:
22% use only Spanish
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32% use mostly Spanish
10% are fully bilingual
22% use mostly English
14% use English only
Slicing and dicing it in different ways we can see that, in one
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way or another, 86% use Spanish while 78% use English.
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Translation vs. Transcreation
Translation
An accurate linguistic text transfer from one language into another
Transcreation
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The process of determining the suitability of an original creative message
to an ethnic group, and if suitable, transferring the creative concept, not
just the words, in an appropriate tone and graphic look
Direct translations and usage of general market strategies
tend to miss the emotional and culturally relevant elements.
Some results will be there, but not with sales volume, strength
and recall, that a truly culturally-attuned marketing and
advertising effort can attain.
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What happened???
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The U.S. Hispanic Market is
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Different...
Many companies limit their Hispanic marketing
and outreach to one-dimensional efforts like the
literal translations of general market campaigns.
Marketers cannot simply transfer directly to the U.S.
Hispanic market the conceptualizations or marketing
strategies that work with the general market
market.
Manyfactors — historical, contextual, cultural,
demographic,
demographic financial — place Hispanic
consumers in a different category.
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Cultural Connectivity
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Cultural insights and “connectivity” are critical to developing
results-oriented messaging.
The role of marianismo
Cultural connectivity is the process of reaching a consumer via
identity cues like:
Values
Traditions
Religion
Lifestyle
Country of origin
Degree of acculturation
Language preference
Appeal to all aspects of the consumer, not just his or her ethnicity.
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Enculturation, Assimilation and
,
Acculturation
Enculturation is the learning of a first culture; it tends to be
pervasive and difficult to erase.
Acculturation is the process by which individuals acquire a
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second culture in addition to their first culture — adopting a new
culture without denying one’s heritage.
Assimilation suggests the abandonment of one’s first culture in
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favor of a second culture — essentially losing one’s language,
customs, traditions and ties to one’s homeland.
U.S. Hispanics tend to “adopt and adapt” to customs and habits in the
U.S. without shedding traditions and value systems.
One factor consistently ignored in many Acculturation Models is
the struggle people face when trying to adapt to a new culture.
Psychological and cultural tension
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Tecate Billboard Ad
“Call me insensitive but I thought the ad was catchy… I couldn't see
what the big deal was all about. Then, after talking to a few of my
female colleagues and acquaintances, I realized the ad was mostly
upsetting to U.S.-born Latinas. Most of the foreign-born Latin
American women (myself included) did not feel one bit offended, or
simply didn't think it was worth much discussion.”
— Laura Martinez, bilingual journalist and editor
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Being strategic…
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To whom are we talking?
The campaign is aimed at Spanish-preferred Hispanic households
within Washington County.
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Seventy-seven percent of Hispanics in Washington, County
speak Spanish.
Many of these individuals hail from many parts of Mexico,
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including Oaxaca and Acapulco.
They may earn a meager living and many already reuse many of
their resources out of necessity rather than concern for the
environment.
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This practice of reusing resources will be of great use to Metro —
it serves as a strong foundation to create a campaign for fostering
and increasing these habits
habits.
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Being strategic…
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What is the audience’s current mindset?
Members of this audience tend to come from low-income families and
were raised to get the most use out of certain resources.
As a result, they already understand the benefits of recycling for economic
reasons.
Since these behaviors of reuse and sorting garbage to separate items of value
are common, continued use and education on additional ways this group can
reuse their resources and adapt other sustainable habits will be the most
impactful.
impactful
Metro must also consider that many of these individuals originate from
countries where pollution and litter are prevalent, and since waste is not
seen here, they may assume that it’s not a problem.
it s
This serves as a great opportunity to understand how recycling impacts
the environment.
Research tells us that a majority of the audience would like information on how
to recycle and what to recycle.
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Being strategic…
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Why are we creating this message?
Hispanidad has been tasked with creating an outreach campaign
focused on reaching Hispanic households to educate them about
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the benefits of the organization’s sustainability initiatives.
Ultimately, Metro would like to increase awareness and
participation among this group to recycle, reduce the use of
toxins, and increase the use of alternative travel options, such as
walking, biking and taking public transit.
Behavior change is the ultimate goal.
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Top 5 Observations for Metro
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1. Don’t assume that all Hispanics understand the “why” behind
green behaviors.
Likewise, the motivations to participate can be different, too.
2. Keep in mind that you may not represent this target audience,
so approach communication touch-points with curiosity and a
willingness to learn!
3. Not everything needs to be translated!
4. You can develop culturally- and linguistically-relevant
messaging without compromising your brand.
5.
5 Partnering with an expert will help you avoid painful missteps!
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… and 5 more tips for free!
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1. Break it down and keep it simple.
2. Think about what motivates this audience
Saving time
Saving money
Doing what’s best for my family
3. Don’t go near a web translation site!
4. Think about how you will get Spanish materials into the
hands of the target audience.
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5. Consider all touch-points, i.e., web, events, call center,
materials, staff, etc.
ate a s, sta , etc
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Misconception #5
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Hispanics love soccer, drive trucks,
wear taco hats and belt buckles, eat
,
burritos and say: ”Ay Chihuahua!"
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Misconception #5
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Hispanics love soccer, drive trucks,
wear taco hats and belt buckles, eat
,
burritos and say: ”Ay Chihuahua!"
N !
No! Hispanics are not one monolithic
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consumer segment — these
consumers are represented by 21
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different countries of origin.
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Misconception #4
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Hispanics don’t have computers, so
there’s no point in marketing to them
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on the Internet.
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Misconception #4
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Hispanicsdon’t have computers, so there’s no
point in marketing to them on the Internet.
According to Google, “there are 46 million
Hispanics and 30 million of them are online.”
Hi
Hispanics
i are 58% more lik l t click on search
likely to li k h
ads, compared to the general population.
Six out of 10 Hispanics made a purchase in a
store as a result of seeing online advertisements.
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Misconception #3
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“Hispanics are poor and since they
don’t have much disposable income,
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what’s the point of marketing to
them?”
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Misconception #3
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“Hispanics are poor and since they
don’t have much disposable income,
what’s the point of marketing to
them?”
U.S. Hispanics possess more than $1
trillion in spending p
p g power.
Moreover, Hispanicsrepresent the largest
middle-class segment in the U.S. and 88%
have a household income of $50,000+.
$50 000+
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Misconception #2
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“I don’t see the point in hiring an
agency… I took two y
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in college and, besides, the janitor
double-checks it to make sure it’s
right.”
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Misconception #2
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“I
don’t see the point in hiring an
agency… I took two years of Spanish in
college and, besides, the janitor double-
checks it to make sure it’s right.”
ProperSpanish translation (and
transcreation) should be handled by an
agency with ATA-certified linguistic
experts or y risk looking foolish.
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Misconception #1
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“Ourbusiness goals are being met
without any focus on Hispanics, so
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why should we change our
marketing?”
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Misconception #1
p
“Ourbusiness goals are being met
without any focus on Hispanics, so why
should we change our marketing?”
h ld h k ti ?”
According
g to Census numbers, there’s a
real possibility that your current
consumer base is slowly being replaced
by a younger, Hispanic demographic if
younger demographic…
you wait, you risk losing an enormous
opportunity.
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Contact Info
Laura Sonderup Victoria Mendoza
303.239.5235 303.239.5246
lsonderup@heinrich.com vmendoza@heinrich.com