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The Critical Success Factors for Successful Multicultural Marketing . . . with an emphasis on the Hispanic market.
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The Critical Success Factors for Successful Multicultural Marketing 

Jan 07, 2016

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The Critical Success Factors for Successful Multicultural Marketing  . . . with an emphasis on the Hispanic market. Outline. A Few Quick 2010 numbers Product Life cycle Acculturation or Lifestyle Stage Right versus Left Brain thinking Communication Style Examples. Latest Numbers. - PowerPoint PPT Presentation
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Page 1: The Critical Success Factors  for Successful Multicultural Marketing 

The Critical Success Factors for Successful Multicultural Marketing  

. . . with an emphasis on the Hispanic market.

Page 2: The Critical Success Factors  for Successful Multicultural Marketing 

Outline

1. A Few Quick 2010 numbers

2. Product Life cycle

3. Acculturation or Lifestyle Stage

4. Right versus Left Brain thinking

5. Communication Style

6. Examples

Page 3: The Critical Success Factors  for Successful Multicultural Marketing 
Page 4: The Critical Success Factors  for Successful Multicultural Marketing 
Page 5: The Critical Success Factors  for Successful Multicultural Marketing 

• Hispanics, Asians and African Americans represent more than 80 percent of American population growth.

• Hispanics contributed 52 percent of population growth since the year 2000.

• Hispanics form 16 percent of the population but nearly 50 percent of consumer spending growth in 2010.

• Hispanics plus Asians contributed two-thirds of annual spending growth in 2010.

• There are 326 counties where ethnic minorities form the majority of the population—many of the largest counties in the nation, such as Los Angeles, New York, Chicago (Cook), and Santa Clara (Silicon Valley).

• 80 percent of Hispanics are bilingual and about 20 percent are dependent on either English or Spanish.

Latest Numbers

Page 6: The Critical Success Factors  for Successful Multicultural Marketing 

• 92% of retirees are non-Hispanic and America increasingly depends on Latino taxpayers.

• Increasing levels of naturalization and second or more generation Hispanics along with trends in voter registration will result in an increasingly important electorate - politicians will cater more and more to Latino interests.

• Due to their younger age, longer life expectancy and robust spending, acquiring a customer today means that Latinos and Asians are worth far more than non-Hispanic whites—Asians are worth over $3 million in consumer spending, Latinos over $2.5 million and Non-Hispanic whites less than $2.2 million over their life span when acquired today.

Latest Numbers

Page 7: The Critical Success Factors  for Successful Multicultural Marketing 

• The 2010 Latina Shopper Study indicates that 72% of all Latinas have a high-speed internet connection at home.

• 31% are hard-core “Digitalistas” who prefer to shop online versus in-store and/or use the internet to plan their shopping trips and research products online.

• These women tend to decide what brands to buy before they go to the store and seek recommendations from family and friends.

• Online usage is more prevalent (85%) among more acculturated Latina shoppers.

• But nearly 60% of the less acculturated also have high-speed internet at home.

• Interestingly, 61% of Digitalistas preferred responding to the survey in Spanish language. This contrasts greatly to overall availability of relevant Spanish-language content online and is a call-to-action for brands, publishers and the online media community at large.

Latest Online Numbers

Page 8: The Critical Success Factors  for Successful Multicultural Marketing 

Birth Rates

Hispanic

Black

Asian

White, non Hispanic

Page 9: The Critical Success Factors  for Successful Multicultural Marketing 

Population Growth 2000 - 2050

(millions)137.7

66.9

25.5 22.715.4 14.6

-

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0

Total Hispanic Black Asian Other White

Without white immigration this is a (negative) number

Page 10: The Critical Success Factors  for Successful Multicultural Marketing 
Page 11: The Critical Success Factors  for Successful Multicultural Marketing 
Page 12: The Critical Success Factors  for Successful Multicultural Marketing 

What Do The Numbers Say?

Page 13: The Critical Success Factors  for Successful Multicultural Marketing 

Where Is Your Customer in the Product Life Cycle?

NEW

Page 14: The Critical Success Factors  for Successful Multicultural Marketing 

Where Is Your Customer in the Life Stage and Acculturation Range?

Page 15: The Critical Success Factors  for Successful Multicultural Marketing 

Product Life Cycle

Acculturation Range

Life Stage

Page 16: The Critical Success Factors  for Successful Multicultural Marketing 

AD&D or Burial Insurance with casket repatriation

Privacy

(maybe)

Page 17: The Critical Success Factors  for Successful Multicultural Marketing 

Left vs. Right Brain

• Intellectual• Sequential• Analytical • Logical • Accuracy-Driven

Left brain Right brain

• Emotional • Intuitive • Creative • Big Picture• Visionary

It is important to understand that, in general, Latinos are culturally “hard wired” differently. There is more focus on right brain thinking.

Page 18: The Critical Success Factors  for Successful Multicultural Marketing 

• To reason in English is not the same thing as to reason in Spanish

• To put it simply, language has an ideological agenda that is likely to be hidden from view

• We incorrectly believe it to be a direct, unedited, unbiased expression of how the world really is.

• But English and all languages are biased!• Spanish is a right brain language, so….• The Spanish language has not favored intellect over emotion. It’s bias,

or thought process, has not favored the left brain over the right brain.

This Is a Very Real Cultural Difference

Left vs. Right Brain

Page 19: The Critical Success Factors  for Successful Multicultural Marketing 

He's on top of the situation, in high command, and at the height of power in having so many people under him. His influence started to decline, until he fell from power and became the low man on the totem pole, at the bottom of the pile.

Left vs. Right Brain

Page 20: The Critical Success Factors  for Successful Multicultural Marketing 

Language Preference in 20 Situations

•When writing my own notes I prefer to write in

• I prefer to think in• I prefer to pray in•At church/temple I prefer to speak•When speaking at home, I prefer to

speak•When speaking to children in my

family, I prefer to speak•When speaking to my spouse/partner,

I prefer to speak•When speaking to my brothers/sisters,

I prefer to speak•When speaking to my parents, I prefer

to speak•When speaking to my grandparents, I

prefer to speak

•When speaking to answering services over the phone, I select

•While ordering over the phone from catalogs, I prefer to speak

•When using an ATM I prefer to use• I prefer to shop at stores where I can

speak•When speaking at work, I prefer to

speak•When speaking at school, I prefer to

speak•When speaking to my friends, I prefer

speak• I prefer to listen to the radio in• I prefer to watch TV in•When reading newspapers/

magazines I prefer

Cecilia Alvarez, FIU, 2004

Page 21: The Critical Success Factors  for Successful Multicultural Marketing 

English all the time

Englishmost of the time

English and

Spanishequally

Spanish all the time

Spanish most of the time

Cecilia Alvarez, FIU, 2004

Spanish language use declines as the generation increases

Page 22: The Critical Success Factors  for Successful Multicultural Marketing 

Familism

11. A person should always support his uncles or aunts if they are in need Relatives are more important than friends

12. No matter what the cost , dealing with my relatives’ problems comes first

13. Children should always have the respect for their parents

14. Children should always have respect for elderly people

15. Adult children should make sacrifices to care for their parents

16. Adult children should often seek their parents’ advice

17. Parents should sacrifice themselves in order to provide their children with the best

18. Daughters should live with their parents until they get married

19. Married children should live close to their parents to help each other

20. Aging parents should live at home with their children

1. I will be fulfilled as my family succeeds

2. I value my children’s health above my own

3. I work hard to give my children the best education they can get

4. One of the most important goals in life is to have children

5. Some equality in marriage is good, but by and large the father ought to have the main say in family matters

6. Parents should feel responsible for their children’s happiness

7. In an unhappy marriage, parents should stay together for their children’s sake

8. People should consult close relatives concerning important decisions

9. Keeping old family recipes is important

10. Children should be taught about their family history

Page 23: The Critical Success Factors  for Successful Multicultural Marketing 

Disagree Neutral Agree Strongly agree

Cecilia Alvarez, FIU, 2004

Cultural values are maintained even as the generation increases

Page 24: The Critical Success Factors  for Successful Multicultural Marketing 

Cecilia Alvarez, FIU, 2004

White

Hispanic

There are significant differences between the Hispanic and general market

Disagree Neutral Agree Strongly agree

2 3 4 5

(Average of generations)

Page 25: The Critical Success Factors  for Successful Multicultural Marketing 

Cultural Communication Style

Neither is right nor wrong - they’re just different. Americans expect an answer upfront followed by supporting arguments. Latin Americans first give the supporting arguments that lead down to the answer. This is not a language issue, it’s actually an issue that is strongly influenced by what is considered a persuasive argument in each region.

Main point/conclusion

Supporting Arguments

GeneralMarket

Main point/conclusion

Supporting Arguments

Hispanic

Page 26: The Critical Success Factors  for Successful Multicultural Marketing 

Culture and DM

• The family is always important.– it’s protecting your family, not financial security, but don’t be

patronizing

• Free or Gratis is a very powerful word.– Be Careful

• Avoid blatant overuse of numbers.– You want to reach the heart, not the left brain

• Fear is not a good motivator.– It is too emotional and relies on left brain thinking. Watch the cultural

no no’s

• Clear product explanation– But don’t be afraid of proven DM techniques

Page 27: The Critical Success Factors  for Successful Multicultural Marketing 

Culture and DM

• Emphasize the 800 number.– Many Hispanics prefer this order method

• Outbound TM may be a very viable option.

• Hispanics are cynical and skeptical.

• Word of Mouth is very powerful.

• Hispanics love to be courted.

• Build Trust

Page 28: The Critical Success Factors  for Successful Multicultural Marketing 
Page 29: The Critical Success Factors  for Successful Multicultural Marketing 
Page 30: The Critical Success Factors  for Successful Multicultural Marketing 

Direct Translations Why lead with a premium?

Explain product first, persuade

Very small type

Should be bilingual

Basic DM rules apply, emphasize offer

Awkward, perhaps incorrect, language, takes away from the most important message, valued customer

Page 31: The Critical Success Factors  for Successful Multicultural Marketing 

Good Creative

Page 32: The Critical Success Factors  for Successful Multicultural Marketing 
Page 33: The Critical Success Factors  for Successful Multicultural Marketing 
Page 34: The Critical Success Factors  for Successful Multicultural Marketing 

AMEX “dogs”

Magazine Ad(very “in culture”)

Page 35: The Critical Success Factors  for Successful Multicultural Marketing 
Page 36: The Critical Success Factors  for Successful Multicultural Marketing 

Culture and DM Offers

You Get All This Free:• Binder for Cards• Dividers to organize• 2 packets, 24 Cards• Bongo Premium

*And pay only $5.95 for your fist packet

You Get All This for $5.95• Binder for Cards• Dividers to organize• 3 packets, 36 Cards• Bongo Premium

• Here’s how it works

• Questions? Call 800 xxx

Page 37: The Critical Success Factors  for Successful Multicultural Marketing 

Four Critical Factors For Successful Hispanic Marketing

1. Product Life cycle

2. Acculturation or Lifestyle Stage

3. Right versus Left Brain thinking

4. Communication Style

Page 38: The Critical Success Factors  for Successful Multicultural Marketing 

¡Gracias y Thank You!

Michael Saray Hispanic Marketing, Inc.

2211 Broadway

New York NY 10024

917 533 7195

[email protected]