A unique presentation for those aiming the US Hispanic Market

1. Excellence in
U.S. Hispanic Communications
Professional Project
By Marcelo Harfuch, 1998 Class
January 6, 2001 NYC

2. Who is Hispanic in
the United States?
(For the purpose of this project Hispanics and Latinos
can be used interchangeably)
“Any person that has come from Latin America, Spain,
or have born here in the U.S. and has Hispanic roots”
Other Definition
Any person living in the U.S. that speaks and
understands Spanish

3. Brazilians are not Hispanics
Although Brazil is the biggest and richest
country in Latin America, Brazilians ARE
NOT considered Hispanics, since their roots
came from Portugal, NOT from Spain and
they have a different language and culture

4. Research Problem
U.S. Hispanic Communications is a new field
I found during my research that not a great deal
of information regarding Excellence in
Hispanic Communications is available, nor has
been previously published
On the other hand, most of the studies in the
Hispanic Communications field was conducted
only by internal use of a few Hispanic
advertising agencies or marketing companies

5. Hispanic Public Relations is a Totally
New Area of Knowledge in the U.S.
That is why for my project I basically
conducted primary research to get new
information from top Hispanic
Communicators in the U.S. and Latin
America

6. Population Size
30 Million U.S. Hispanics represent 11% of the
total U.S. population.
Hispanic
11%
(30 Million)
Non-Hispanic
89%
Source: DRI/McGraw-Hill (268.5 Million)

7. Population Comparisons
U.S. Hispanics represent over 11% of the
entire population...
A population as large as that of Canada
U.S. Hispanics 30 million
Canada’s Total Population 30 million

8. U.S Hispanics Sub-Segments
The Hispanic market is not a unit in the U.S.
They are many sub-segments and the communication
message must be different if (for example) we are
targeting Hispanics in Miami or in Los Angeles
“We can’t use Mariachi music for an event in Miami
or Salsa to tap Mexicans in Los Angeles”
So, different messages must be tailored according to
each Hispanic sub-segment

9. Two-Thirds of U.S. Hispanics
are of Mexican Origin
Puerto Rico 11%
Cuba 5%
Other Hispanic 6%
Mexican 64%
Central/South
America 14%
Source: SRC 1998

10. U.S. Hispanic Population
Continues to Grow
Population up +99% since 1980.
40,000
30,000
20,000
10,000
0
14,603
30,000
40,611
Source: SRC 19199880 1998 2010
(000)

11. Population Comparisons
In 1998 U.S. Hispanic population was the
5th largest of any Spanish speaking country
in the world.
Country Pop. (Millions)
Mexico 99.1
Spain 40.5
Colombia 36.7
Argentina 35.8
United States 30.5

12. Largest Minority
U.S. Hispanics will be the single largest
minority group by 2005
Hispanics 13%
African-Americans12%
Asian-Americans 4%
Native Americans 1%
Source: U.S. Census

13. Acculturation
Upon arrival to the U.S., Hispanics come in contact
with a different culture. Almost immediately they
begin to realize that the life-style process, customs
aspirations and values found in the new society, are
different from their own
As they become familiar with the traditions of the
U.S., Hispanics develop new approaches to interact,
living and understand the world around them. Slowly
but steadily the acculturation process carries on.

14. Acculturation(cont’d)
To be effective, communication campaigns for Hispanics, must
respect the Hispanic culture at all message levels: symbolic,
explicit, visual and subliminal
There is a new generation composed by young Hispanics in their
20s and 30s that have born in the U.S. called the “The
Generation Ñ” (this letter is the extra flavor unit in the Spanish
alphabet)
This group, as different from their ancestors, is totally
acculturated, fully bilingual and bicultural, and interacts
perfectly well in both the General and the U.S. Hispanic market

15. Hispanic Acculturation
87% of all Hispanics remain Relatively/Partially
Unacculturated.
Partially acculturated 59%
Highly Acculturated 13%
Relatively
Unacculturated 28%
Source: SRC 1998

16. Emotions are key for Hispanics
Despite their degree of acculturation, a distinctive
characteristic of all Hispanics is that they are very
emotional and have their own symbols and traditions they
inherited from their ancestors. This fact must be taken into
account when designing any communications campaign
targeting Hispanics
.
So, regardless the degree of acculturation any
communication message targeting U.S. Hispanics must
BE SENT IN SPANISH, respecting the language usage
according to the different U.S. Hispanic sub-segments.

17. Ad Effectiveness
1.Roslow Research Group, 1995.
2. Document relative effectiveness of
Spanish vs. English commercials
among Hispanics.
Advertising Recall
Persuasiveness
Communication

18. Ad Effectiveness -
Findings
Commercials in Spanish are:
• 40% more effective at increasing
awareness.
• 5.2 times more persuasive.
• 56% more effective in terms of
message comprehension.
Source: Roslow Research Group.
+

19. Language Usage
Spanish Only
21%
87% of Hispanic Adults 18+ speak Spanish.
English Only
13%
English
Mostly
22%
Bilingual
16%
Spanish
Mostly
28%
Source: A.C. Nielsen, 1997

20. Share of Heart
Although many of them are totally acculturated,
Hispanic people’s hearts remain with a Latino
structure.
So in order to EFFECTIVELY communicate with
Hispanics first we have to win their hearts, then their
minds…. and then their pockets…
A key element to tap into the U.S. Hispanics
“Building Share of Publics by Gaining
Share of Heart”

21. Five Communications
Elements to Gain Hispanic
Share of Heart
1. Cultural relevance
2. Emotional involvement
3. The benefit
4. The product or message personality
5. Compatibility with mainstream

22. A Big Mistake is…
To apply the same communications messages or strategies
used for the General Market to reach US Hispanic Audiences
Or to think that if we have some member of our staff that
speaks Spanish is enough. WRONG! This is just the
beginning…
Corporate America has begun to realize of the boom of the
U.S. Hispanic Market and some companies have both, a
general market public relations agency AND a Hispanic
Public Relations agencies to specifically address Hispanics.
For Example Mc Donald’s, Allstate, American Honda, etc.,
just to cite some examples

23. Value Orientation
Differences
Children
Americans Hispanics
Independence
Egalitarian
Dependence
Authoritarian
Family Role Diffusion,
“Democracy”,
Younger men
have a say
Defined Roles,
Hierarchy,
Old men know
more than
young men
Source: Hispanic Market Connections, Inc.

24. Value Orientation
Differences
How do we
relate to
people?
Americans Hispanics
Minimize differences,
everybody is the
same
What do
we
stress in
relations?
Symmetrical
interpersonal
relationships,
informality,
competition
Respect,
cooperation,
formality
Source: Hispanic Market Connections, Inc.
Stress differences,
show respect

25. Value Orientation
Differences
How do we
see
ourselves?
Americans Hispanics
Within ourselves
as individuals
As part of a family,
clan or group
On whom do
we rely on
for help?
Ourselves and
institutions
Family, friends,
community (“our
social security”)
What do
we value in
people?
What a person
can achieve
through special
skills
Source: Hispanic Market Connections, Inc.
A person’s
background

26. Lots of Hispanic Media
2 National Television Networks
8 Major Cable Networks
75+ Television Stations
400+ Radio Stations
155+ Newspapers
50+ Magazines
Outdoor
New Media: Internet Sites & Search Engines

27. New Entrants into the
Hispanic Media Arena
CNN en Español
Canal Sur
MTV Latino
Telenoticias
HBO en Español
EcoStar
Independent TV/LA, NY, Miami, SF

28. New Entrants into the
Hispanic Media Arena
Latina/ Essence
People en Español/Time Warner
Telemundo/Sony
Gems
Galavision
Direct TV
Liberty Cable
Fox Sports America
Luna Television

29. Walt Disney’s
Marketing Planning Model-1950
"Other"
1%
Whites 50+
20%
"Ethnic"
10%
White Adults
18-49
39%
Whites 0-17
30%
Source: U.S. Census

30. Walt Disney’s
Marketing Planning Model-2000
African-
American
13%
Hispanic
11%
White Adults
18-49
36%
Gay & Lesbian
Teens
8%
Asian
5%
Seniors
15%
Other
7%
5%
Source: U.S. Census

31. Hispanic Cultural Contributions and
Influences on the American Society
Arts
Pablo Picasso
Diego Rivera
Frida Kahlo
Entertainers
Rita Moreno Ricky Martin
Selena Gloria Estefan
Jennifer Lopez Andy Garcia
Anthony Quinn Jimmy Smiths
Antonio Banderas Salma Hayek

32. Political Arena
The LATINO VOTE at one moment was
crucial in the 2000 presidential election’s
results.
For Example, Bush did a big part of his
campaign SPEAKING IN SPANISH

33. Other Influences of Hispanics
Ads & Movie Slogans
“Yo quiero Taco Bell” “Hasta la vista baby”
Two big national players in the U.S. Hispanic Media
Telemundo & Univision
Social & Demographic Influences
There is a big influence of Latino Population in
Major U.S. cities such as:
New York Los Angeles Chicago
San Antonio Miami

34. Hispanic Buying Power
Hispanic buying power will more than
double by the year 2010
Year $Billions
1998 $380
2000 $443
2005 $641
2010 $938
Source: Hispanic Consumer Market Report, DRI/McGraw-Hill, 1995

35. Finally…
Following are the 11 Key Elements to Design
Excellent U.S. Hispanic Communications Plans
1) Experience and academic knowledge of special publics
2) Knowledge of the U.S. Hispanic Market and audiences
acquired by special first hand research
3) Knowledge of the two-way symmetrical communications
practices. Hispanics more than others need to feel a
personal touch and be also a part when we design the
overall communication strategy. This model is key to obtain
mutually and beneficial outcomes with this public.

36. Finally…(cont’d)
4) Have a bilingual and BICULTURAL staff in your
agency or in your company. Especially now in the
globalization era
5) A strong degree of sensitivity of the Hispanic
Community and Latino Issues
6) Involvement with the community activities and
participation in Latino Institutions
7) Becoming aware of the fact that a predominant goal to
be achieved in any Hispanic public relations campaign is
the benefit and education of the Hispanic Community
rather that only promoting an organization’s activities

37. Finally (cont’d)
8) Create communication plans that FIRST impact the heart
of the Hispanic Audience, and then you can communicate
with them more efficiently
9) Since U.S. Hispanic Communications is a new field of
knowledge, more research is needed to discover more key
communications success factors to effectively target this
audience
10) Take advantage of this almost UNTAPPED market,
U.S. Hispanics, a growing market that will become the first
minority in the U.S. and this will imply a profound social
change in the next years to come

38. 11) Communications budgets assigned to the U.S. Hispanic
market are NOT proportional to the size of this public.
They are far bellow compared to budgets assigned to the
general market

39. “…deal with changes that have
already irreversibly happened.”
-Peter F. Drucker
Claremont Graduate School