Cultura Ambidextrous: The Acculturation of a New America - by Joe Ray

#CulturaAmbidextrous

@thecollectivo  

About Collectivo:

MARKETING  COMMUNICATIONS  COLLECTIVE  Collec'vo  is  a  newly  launched  Phoenix  area  group  created  to  fill  the  gap  of  networking  events  among  La'no  marke'ng  and  communica'on  professionals.  The  group  meets  on  a  bimonthly  basis  to  learn  from  industry  experts  about  Hispanic  marke'ng  topics.    

 Our  Mission    

To  create  a  vibrant,  networking  community  for  marke'ng  and  media  professionals  interested  in  the  Hispanic  market  by  providing  free,  bi-­‐monthly  educa'onal  events  with  discussions  and  interac've  training  from  industry  experts  in  the  field.          

Eric Diaz Joshua Molina Christian Henriquez @JoshuaMolina @EDiaz33 @Mr__Christian

The Founders

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The Acculturation of a New America March 18, 2015 I The Office Pile/Collectivo Joe Ray,VP of Multicultural Strategy LaneTerralever.com

Cultura Ambidextrous

Cultura Ambidextrous

“A Latino in the U.S. lives in and inhabits your [non-Latino white] world on a day to day basis. However, it’s unlikely that you live in or inhabit their world.”

Culture

Ambidextrous

Equally adept in use of left &

right hands.

Lefty?

Lefties more likely to

develop right hand skills…

than righties are to develop

left hand skills.

Latino Mainstream

Code Switching

Bouncing between culture, language, behaviors, etc. Breaking expectations along the way.

Economics

54 Million US Latino population

17% of US population

30% Of Arizona population is Latino

More than 2 million

31% Phoenix population that is Latino.

Growing at a rate faster than any other ethnicity.

$1.5trillion 2015 forecast

$2 trillion by 2020

$46 billion Estimated AZ Latino purchasing power in 2014

$50 billion in 2015 in AZ

$1.07billion Spent on motor vehicles & parts

$1.02billion On “Other Entertainment”

Phoenix Latinos in 2012:

Los Millennials

Nearly1/3 under age 15

25years AZ Median age for Latinos

For Whites it’s 45years For African-Americans it’s 32 years

31% Of U.S. Latinos are age 25-44

800k Latinos turn age 18 every year.

50k Latinos will turn 18 each month for next 2 decades.

https://www.youtube.com/watch?v=caRwIqUXH54

Ambidexterity & Navigation

Bicultural first.

Bilingual second.

pop-culture Music, TV, Movies, Sports, Video Games

Know American

Comfortable with English

Heavily Influenced by Latino culture

Lent

Cuaresma

Life through a Different Lens

“ ” One of the biggest challenges for marketers is not enough content that is culturally relevant, citing importance of why agencies and brands have to start content marketing campaigns targeting the Hispanic population almost from scratch by creating the content.

Mobile Media Summit during NYC’s Advertising Week, September 2014

Content Not enough relevant content for Latinos in either language. Who’s writing it?

Latinos & Blacks have different perceptions of

the media and how it does/doesn’t portray them.

Different in content

consumption.

Spanglish: El Bad Boy de Linguistics

Why? Because we can.

Linguistic fusion

https://www.youtube.com/watch?v=zOKZtrwKW1U

Video by AT&T

https://www.youtube.com/watch?v=_sgCI2Jxpgo

TV spot by Honda

Why? Because we listen.

Spanglish Know 2 languages. Know the rules before you break them. Know your audience. Keep it simple. Don’t overly mix/match. Is it appropriate? Use humor.

Bilingual Maybe this is a better approach. Messaging reinforced.

Reaching the Ambidextrous

Biculturals Will have a few more interests. Like someone who can use both their left and right hands.

Spanish Important in our lives, even if English is more prevalent.

Language It’s a tactic. Not a strategy.

Don’t directly translate.

In-Culture As opposed to language.

One Size Doesn’t Fit All

Make sure you engage the audience with your brand, and do so with relevant content and messaging. Look through a different lens. Can you tell them the story?

§ Be sure to align with your overall business strategy

§ Have good understanding of customer segments

§ Do your research & test § Begin w/ ethnic insights in mind

And remember…

Thank you.

? ?

Joe Ray VP of Multicultural Strategy [email protected] 602-567-1825 LaneTerralever.com

#CulturaAmbidextrous @thecollectivo

• 2x 90 day TOP Memberships

#CulturaAmbidextrous @thecollectivo

Business Card Raffle

#CulturaAmbidextrous @thecollectivo

¡Gracias!