The Hispanic market and the Ticket industry

www.HispanicMarketAdvisors.com
The Hispanic Ticket Market: Reaching Latinos
and Hispanics Online

Friday, January 20, 2012

10-11:30am (EST) / 11am – ASTOR BALLROOM

Sebastian Aroca, Managing Partner
sebastian@hispanicmarketadvisors.com
www.linkedin.com/in/sebastianaroca
@hispanicmarkets

If questions arise after this presentation, please feel free to
email them to me.

Tapping into Hispanic Internet users 1

The Hispanic Ticket Market: Reaching
Latinos and Hispanics Online
What will we cover during this presentation?

 The “big” picture – what piece of the “pie” is the
Hispanic market?
 What are the overall Hispanic consumer trends?
 Why is it relevant to consider the Hispanic
market in your overall business plan?
 What (general) advice do we give companies
looking to enter the Hispanic market?

Tapping into Hispanic Internet users 2

Who is Hispanic Market Advisors?
Hispanic Market Advisors ® is a boutique online agency
that helps companies of all sizes to improve their
online presence through Hispanic search engine
marketing (SEM) techniques to reap the growth of the
Latin American and US Hispanic market.

Hispanic Market Advisors ® offers premium English to
Spanish translation and Hispanic SEM services.

The Hispanic Ticket Market 3

Hispanic, Latino, or Spanish origin?

Sizing Current and Potential Hispanic Markets 4

The “big” picture – what piece of the “pie”
is the Hispanic market?

Population - the fastest and largest growing segment of the U.S.
population: accounted for 15.3 percent of the U.S. population
Purchasing power: amounted to $951 billion in 2008, 8.9 percent of the
total. Selig Center for Economic Growth projects that purchasing
power for Hispanics will continue to grow throughout 2012-2013
Latinos largest markets: Texas, California, Florida, New York, New Jersey,
New Mexico, Nevada, Illinois, South Carolina, North Carolina,
Georgia, Washington, Arizona
Segmentation – who to target? acculturation, language usage and
preference, nativity, and country of origin


Hispanics Account for More than Half of Nation's
Growth in Past Decade


Hispanic buying power is expected to grow 50
percent in the next five years, from $1 trillion in
2010 to $1.5 trillion in 2015


Latino Populations in Select U.S. Metropolitan Areas


What language do US Hispanics use or prefer?

Market segmentation 9

What language do US Hispanics use or prefer?

Hispanic Cyberstudy 2010 by AOL 10

Why entering the Hispanic market?

Univision video, BILINGUALISM: not a minus! 11

Digital strategies and tactics to reach
Hispanic market:
 Having a Spanish-language version of your site (translated, localized,
and SEO optimized)
 Establishing strategic alliances with Hispanic associations and
Chambers of Commerce
 Building content syndication partnerships
 Focusing on Hispanic IPs
 Behavioral targeting
 Conducting organic Hispanic SEO/SEM and pay per click advertising
 Engaging Hispanic customers through Hispanic local media and brand
Facebook pages
 Using Hispanic celebrities or well-known reputable bloggers as brand
Ambassadors
 Launching a special promo during the National Hispanic Heritage
Month, Sept. 15 to Oct. 15

General advice for companies looking to enter the Hispanic market 12

Check your Map Overlay Analytics

General advice for companies looking to enter the Hispanic market 13

What are the overall Hispanic consumer
trends?
 Hispanics will continue to consume digital and
video content
 Hispanics will continue to consume social and
mobile content
 Hispanics will continue to trade down
 Hispanics’ coupon usage will continue to grow
 Hispanics will require high standards of privacy and
security

Hispanic consumer trends 14

Why is it relevant to consider the Hispanic
market in your overall business plan?
 Hispanics historically have been “trendsetters in defining
media-consumption habits” in the United States
 One 2012 projection is that those Brands with a Hispanic
market focus with determination and discipline will
continue to see more rapid growth.
 Selig Center for Economic Growth projects that purchasing
power for Hispanics will continue to grow throughout 2012-
2013.
 Seventy-nine percent of Hispanics use the Internet to
research products before purchasing them and companies
before doing business with them, according to Ipsos
released results of its U.S. Hispanic Omnibus study in 2009

Hispanic marketing as part of your overall business plan 15

Recommended steps to assess your Hispanic
market initiative/opportunity:
I. Sizing Your Online Hispanic Market
 Sizing Individual Markets for Products and Services
 Researching Potential Market Situations
 Determining Competitor Influence
II. Creating Valuable Hispanic Consumer Profiles to Determine Challenges and
Opportunities
 Mastering Hispanic Consumer Profiles
 The Strength of the Spanish Language in Marketing
 Spanish Etiquette and Cultural Nuances
III. Be Operationally Ready to Support a Hispanic Online Initiative
 Starting Multichannel Spanish Language Service Websites
 Providing Operationally Integrated Website Interface for Hispanic Consumers
 Helping Hispanic Consumers Access Customer Support Resources
IV. Improving on Current Resources for Hispanic Marketing

Steps to assess your Hispanic market initiative 16

Digital strategies and tactics to reach Hispanic market:
http://hmas.in/digital-strategies

Overall Hispanic Consumer Trends for 2012:
http://hmas.in/hispanic-consumer-trends-for-2012

Event Ticketing Industry and the Hispanic Market:
http://hmas.in/entering-the-hispanic-market

Ticket Summit 2012 NYC takeaways – Thank you for participating!

The Hispanic market and the Ticket industry

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