1	Cultural Differences in Marketing Presented by: Pamela L. Schneider Senior VP, Client Services Director Rick Johnson & Company, Inc.
2	Topic The topic for this presentation was written up as me presenting four campaigns on one product emphasizing the differences based on ethnicity: Anglo, Native American, African American and Hispanic. The new topic for today is me presenting a number of different campaigns (most of them healthcare industry related) along with some words about the Hispanic Consumer market (germane to New Mexico)
3	Topic Topic Changed for a number of reasons: The HCM is an important and viable market in New Mexico – the train left the station Market in which you can make great inroads if you want to spend the time, dollars and research The Native American market is also important and viable – harder to reach The agency includes Native American marketing for Giant Gas and Convenience Stores as well as PNM Radio for both clients (Navajo)
4	It’s About Understanding When Some decisions are based on budget Do you have enough dollars to reach the general market audience while also spending to reach the Hispanic, Native American or other audiences Should you spend the dollars to reach a narrower audience; when attacking the problem from a more global perspective is warranted
5	Understanding When Some decisions are based on who you are trying to reach and what the message is – will it translate - Are you trying to reach older Hispanic females in need of mammograms? - Are you trying to get out a message on immunization to a broad based audience or a specific audience? - Are you selling a product or service only to Spanish language dominant persons? - Are you attempting to promote a service on diabetes to Native Americans?
6	Understand Your Audience Research Upfront Research Some More Know your target audience inside and out Know what they want Deliver a message with relevance and authenticity Deliver in the medium they want and expect Deliver in a language they identify with and relate to
7	Understand Your Audience Can you reach the target audience through other avenues (Public Relations or Internet) or by sending the message to a broader target? Do you have to split your marketing dollars in order to reach the Spanish language, Native American or African American audiences? Can you reach these audiences by running General Market ads and spots? Should you reach these audiences by running General Market ads and spots?
8	Sample Campaigns
9	Broadcast Reel Explanation
10	Sample Campaigns – Let’s Begin With…
11	Sample Campaigns – Let’s Begin With…
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27	"Let’s Discuss" Let’s Discuss The Hispanic Consumer Market
28	First Things First: Latino or Hispanic? Both are acceptable and most people use them interchangeably There are a few differences: Latino is more current terminology, more in fashion Latino is more inclusive Includes Brazilians, who are not Hispanic Most Latinos use the term to describe themselves
29	Why Market to Latinos? The Face of America is Changing!
30	Hispanic population is growing at 3x the National rate.
31	Hispanic buying power has increased 30% in last five years.
32	U.S. Latinos: A Marketer’s Dream The 3 L’s: Large Lucrative Loyal
33	A Large and Growing Population 2000 Census Reveals… Hispanics are the largest and fastest-growing ethnic group in the U.S. Since 1990: population grew 58% vs. 13% for non-Latinos 37 million Latinos now live in the U.S.
34	U.S. Latino Population is Exploding…
35	By the Year 2020…
36	In Albuquerque…one of every 2.5
37	Top 15 U.S. Latino Markets by Population
38	Lucrative Potential of the Latino Market
39	U.S. Latino Buying Power ($ Billions)
40	Fountain of Youth? Latino population is the youngest of all ethnic groups Their prime income-earning years are ahead of them Opportunity to establish brand preferences now Mean age by ethnicity: Latino 27.9 African American 32.0 Asian 32.6 White 38.6
41	Fountain of Youth?
42	The “Latinization” of America As of 2001, tortillas outsell bagels 2:1 José was the number one name for baby boys born in Texas last year, and nationally, José hit #30 The hottest food trend is “Latin fusion” Salsa sales eclipse ketchup sales by 40% The top three surnames for new home buyers in California in 2001 were Hernandez, Fernandez and Gonzalez
43	Latinos Influence USA The Hispanic presence has enriched USA with food, media, entertainment and culture
44	Latin Entertainment is ¡Caliente! (Hot!) Latin music is enjoyed by the masses Shakira, Enrique Iglesias, Mark Anthony and Ricky Martin record in both English and Spanish Latin award shows are emerging: Latin Grammy’s Latin Emmy’s
45	Reaching Latinos Effectively
46	Language Use and Preferences
47	Reaching Consumers in Spanish Works! Awareness Communication in Spanish is 61% more effective at increasing awareness than communication in English Recall 57% more Hispanics will recall a product/service message when they receive it in Spanish
48	But It’s More than Just Spanish…
49	It’s About Reaching Them with Relevance It’s necessary to connect with target consumers Emotionally Rationally Intellectually Culturally To connect in these ways, you must know about their level of acculturation
50	Acculturation, Not Assimilation Assimilation: A group leaves culture and customs behind and adopts culture and customs of another group Acculturation: A group adopts or borrows customs and traits from another culture
51	Acculturation is Defined as… “Change resulting from contact between cultures” “The process by which people adopt or borrow customs and traits from another culture” “A merging of cultures as a result of prolonged contact” “Mutual influence of different cultures in close contact”
52	Key Indicators of Acculturation Language Values
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54	Acculturation Among Hispanic Adults 18+
55	Albuquerque is Highly Acculturated Market Top 3 Most Acculturated Markets in U.S.: San Antonio Albuquerque San Francisco
56	Acculturation Among HA 18+ -Albuquerque
57	Factors Influencing Acculturation Employment Length of Residency in U.S. Language Use/Preference (home and work) Birthplace of Parents Education Generation U.S. Born (1^st, 2^nd, 3^rd, etc) Media Preferences (Spanish or English) Values and Attitudes
58	"Thank You" Thank You