How to find out how Hispanics are impacting your brand and 3 ways to engage them. Includes industry examples.

1. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Discover the Right Approach
to Engage Hispanics
Sandra Diaz, President
www.diazandco.com
info@diazandco.com
(646) 580-5842

2. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Why Engage Hispanics?

3. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Break Through The Clutter
You can reach Hispanics
using mainstream tactics
But…
You will not differentiate
and grow sales unless
you engage Hispanics
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4. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Big Enough to Impact Your Business
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U.S. Hispanic Buying Power = $1.5 Trillion
Huge segment, market as large as Canadian economy

5. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Should You Worry About
Engaging Hispanics?

6. © 2014 DIAZ & CO. Hispanic Experts, Inc.
How much of your business comes
from “dark green” areas?
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Quintiles
High
~40% Hispanic
Above Average
~20% Hispanic
Below Average
~9% Hispanic
Low
~5% Hispanic
Very Low
~2% Hispanic
Source: Nielsen Pop-Facts, 2011

7. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Do you measure business performance in
high vs. low Hispanic areas?
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This brand must engage Hispanics because highly Hispanic
stores are negatively impacting brand sales and growth

8. © 2014 DIAZ & CO. Hispanic Experts, Inc.
What % of your Target Market is Hispanic?
• Home Depot shoppers
• B2B – Cleaning Pros
• B2C – Home Owners
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40% of Home Depot
stores are “Hispanic”
17% of 1-Person Cleaning
Companies are Hispanic
9% are Hispanic

9. © 2014 DIAZ & CO. Hispanic Experts, Inc.
How much do Hispanics spend on your
category vs. non-Hispanics?
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And, how much are competitors in your category
spending to engage Hispanics?

10. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Approaches to Engage Hispanics

11. © 2014 DIAZ & CO. Hispanic Experts, Inc.
3 Approaches to Engage Hispanics
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Targeted
Address Unique
Hispanic Needs
and Experiences
Rely on
Mainstream
What Works For
Everyone Works
For Hispanics
Cross-Cultural
Address Hispanic
Needs/Experiences
Alongside Those of
Other Segments

12. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Advertising Examples
Targeted ads/brands are rarely relevant to other segments or
the mainstream audience
• Telcel AMERICA wireless plan to call Mexico
Cross-cultural ads are suitable to run in mainstream media,
since everyone can relate
• StateFarm Latino features three different fan segments in one ad
• RadioShack ad speaks to mainstream but is led by Hispanic insights
• Advertising adaptations (shadow shoots) are also a form of cross-cultural
messaging – one insight applies to multiple groups
– Clairol Nice n Easy “Kate” English :30
– Clairol Nice n Easy “Sara” Spanish :30 (Puerto Rico)
– Clairol Nice n Easy “Sara” Spanish :15
Rely on Mainstream includes ad translations, which is OK to
do if Hispanic attitudes and usage are similar to mainstream
• Sears President's Day Sale ad
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13. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Other Examples
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Targeted
Address Unique
Hispanic Needs
and Experiences

14. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Events/Social Media Hashtag With Uniquely
Hispanic Meaning to Educate and Entertain
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15. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Uniquely Hispanic Memes on Social Media
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Hispanic Celebrity Imitates Latin American Accents
Site Visitors Guess Which Country They Belong To

16. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Uniquely Hispanic Experiential Marketing
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Classical Music Rendering
of Traditional Latin American
Music and Nursery Songs

17. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Other Examples
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Cross-Cultural
Address Hispanic
Needs/Experiences
Alongside Those of
Other Segments

18. © 2014 DIAZ & CO. Hispanic Experts, Inc.
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I’m on a diet…
but one (churro) is OK
State Farm – Abuela Tips
Social Media That Mixes Hispanic Cues
With Situations That Everyone Understands

19. © 2014 DIAZ & CO. Hispanic Experts, Inc.
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Assorting Store Shelves With Mainstream
Items That Highly Appeal To Hispanics

20. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Other Examples
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Rely on
Mainstream
What Works For
Everyone Works
For Hispanics

21. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Website translations are OK but need to deliver
same experience in both languages
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22. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Process: Tactical vs. Strategic
• Hispanic as a Tactic within Mainstream Strategy
– Develop initiatives after establishing mainstream plans
– Marketing or outreach-focused, minimal process impact
• Total Market Strategy
– Overarching brand strategy that considers and integrates
needs of diverse segments from planning to execution
– Impacts internal processes beyond marketing
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23. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Key Takeaways

24. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Key Takeaways
• You could reach Hispanics in mainstream but
must engage them to differentiate
• Can you afford to ignore Hispanics? Check First!
– Geography
– % Hispanics in Target Market
– Hispanic spending in Category
– Competitive pressure
• Hispanic impact/importance drives
– Approach to Engage Them
– Changes to Internal Processes
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25. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Want to Find Out
The Best Approach For Your Brand?
Click Here to Take the Quiz!
info@diazandco.com
(646) 580-5842

26. © 2014 DIAZ & CO. Hispanic Experts, Inc.
APPENDIX

27. © 2014 DIAZ & CO. Hispanic Experts, Inc.
Which to Use – Hispanic or Latino?
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