Tap Into the Hispanic Market 06-25-2012

7/31/2019 Tap Into the Hispanic Market 06-25-2012

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BusinessLearning

SeminarSeries

How to Tap intoSan Diego's

$12.6 BillionHispanic Market


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Welcome to the Hispanic MarketSeminar

Myths and Truths

of the HispanicMarket

In this seminar you will learn:

Well teach you in the next hour how your business can tap

into the $12.6 Billion HispanicMarket in San Diego.

How to Reach

the HispanicAudience

The Top 10Reasons You Need toInclude this Audiencein Your MarketingStrategy

Were here to

help you with themarketing tools toreach this audience.


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Click icon to add picture

Who is the HispanicAudience?

Lets take a long diveinto what thisaudience really lookslike.

Well share insights

into thedemographics, localstatistics, languagepreferences, andmore.


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San Diego HispanicPopulation Statistics

Nearly 1 million or 32%of San Diegans are

Hispanic

Sources:2011 Scarborough Research R1 2011 Nielsen Claritas, Inc.,2010

Nielsen Claritas Inc, U.S. Bureau of the Census

Grow Your Business With the Growing Hispanic Market!

The San Diego markets Hispanic population has grown by 31%since 2000.

44% of San Diegans under the age of 18 are Hispanic.

There are nearly 247,000 Hispanic households in the San Diego

market.

A third of the SD market is Hispanic: The South Bay region is54% Hispanic*.

How many Hispanics neighbor us tothe south?Over 3.1 million live in Northern

Baja, MXHow many live in Tijuana?

Over 1.5 million

What percent of Mexico-residingborder crossers shop in San Diego atleast once a month?94%


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San Diego HispanicPopulation Statistics

Dont risk an enormousopportunity!

According to Census

numbers, theres a real

possibility that your

current consumer base is

slowly being replaced by a

younger, Hispanic

demographic if you wait

to market to them, you risk

losing an enormous

opportunity.


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San Diego HispanicLanguage Statistics

San Diego Hispanics preferEnglish and Spanish equally

Over 37% of San DiegoHispanic adults personally prefer tospeak Spanish more than English intheir homes.

Over 38% of San Diego Hispanicadults personally prefer to speakEnglish more than Spanish away fromtheir homes.

BASE: San Diego County Hispanic Adults (N=637,496 or 27% of San Diego adults), SOURCE: 2011 Scarborough Research, R1

At home: Away from home:


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San Diego HispanicMillennial Statistics

Most San DiegoHispanics are

Millennials

Source: The Futures Company Inc., Newpolitics.net (Estimatebased on 2006 March Census)

Source: NewGeography.com (Based on estimates from U.S. Census Current Population Survey,May 2008)

Millennials are the most diverse

generation in our nations history and are a

strong successor to the Boomers. In 2015 it is

predicted that Millennials will out number

Boomers.


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San Diego Hispanic DigitalUsage Statistics

Mobile is already animportant

component of theHispanic purchasing

funnel

According to Google, there are 46 million Hispanics and 30 million of them are

online.

Hispanics are 58% more likely to click on search ads compared to the general

population.

Six out of 10 Hispanics made a purchase in a store as a result of seeing online

What percent of Hispanicsuse a mobile phoneregularly?

93%

What percent ofHispanics use asmartphone to search?

70%

What percent of Hispanics havesmartphones vs. the generalpopulation?45% of Hispanics 34% generalpopulation

What percent of Hispanics compareprices and locate retailers via their

smartphones?Over 40%


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San Diego Hispanic DigitalUsage Statistics

Hispanics index higher

socially & are influencedby online reviews

Hispanic shoppers are influencedby reviews andrecommendations online.

Source: ComScore 2010

Hispanic over-index in usingsocial media.


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Hispanic Enculturation,Assimilation & AcculturationDefined

San Diego Hispanicstend to adopt & adapt

to customs and habitsin the US without

shedding traditions andvalue systems

Enculturation is thelearning of a first culture; ittends to be pervasive and

difficult to erase.

Acculturation is theprocess by whichindividuals acquire a second

culture in addition to theirfirst culture- adopting a newculture without denyingones heritage.

Assimilation suggests theabandonment of ones first


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Hispanic Cultural Filters

Hispanics see through

Cultural Filters

Many companies

limit their Hispanicmarketing andoutreach to one-dimensional effortslike the literal

translations of generalmarket campaigns.

Marketers cannotsimply transfer

directly to the U.S.Hispanic market the

Hispanic audience view the world- and your

messaging- through their own cultural filter.

This filter is formed by language, religion, culture,

country of origin, acculturation and other shared

experiences.

Cultural insights and connectivity are critical to

developing results-oriented messaging.

Reach consumers via cultural connectivity cues like:ValuesTraditionsReligionLifestyleCountry of originDegree of acculturation

Language preference


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Myths & Truths

Lets review somecommon myths &truths concerning theHispanic Audience.


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Language

Truth: Not everything

needs to be translated!

We can develop

culturally- andlinguistically-relevantmessaging withoutcompromising yourbrand.

Dont go near a webtranslation site!Myth: Spanish

language

campaigns are

English andSpanish

equally

Spanish

Only

English

San Diego Hispanics Language Preference (among family)

Source: 2011 Scarborough Research, Release 1

Example:


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SpendingPower

Think about what motivates this

audience:

Saving time

Saving money

Doing whats best for my family

Truth: More Hispanicslearn about brands,

compare prices, and

make final decisionsonline than the general

market

Myth: Hispanicsshop at their

favorite stores


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Brand Loyalty

Truth: Majorbrands are

Marketing to

Hispanics

Myth: Hispanics aretoo brand loyal toconvert so fewmarket to them

Major Brands Marketing to Hispanics on Social Platforms:

Hispanicsprefe

rbrandswitha

well-developed

presence

includingsocial

andmobileme

dia

components.

Hispanicsareconsiderable

brand-centric.

Hispanicslove

thebrand.The

ysharebrands,

theytalkbrand

s,theylivebra

nds.Theyhave

investedconsid

erableideologi

calvalueinto

them.Brandsre

presentwhoth

eyare.


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ChannelPreferences

Hispanic Newspapers will continue tohave a relatively strong performance,particularly when compared to their U.Sgeneral market counterparts.

The strong community mediaelement of Hispanic newspapers plays infavor of them. So does the fact that printmedia continues to be a great way totarget Spanish-dominant U.S Hispanics.

Truth: Hispanicscontinue to usenewspaper for

their source ofnews and

information

Myth: Hispanicsdont read

Newspapers Sources: From Portada Magazine Portadas Twelve Predictions For 2012


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Click icon to add pictureTop 10 Reasons

Why you need theHispanic audience inyour Marketing

strategy


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Clickicon toaddpicture

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to addpicture

Reaso

n #1 Hispanics are the

largest populationsegment with over

$12.6 billion inpurchasing powerlocally in San Diego!

Wouldnt you like forthem to spend withyou?


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Click iconto addpicture

Reaso

n #2 Hispanics are a

growing youngeraudience segment.

How will you marketyour products and

services to a youngermarket?


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Reaso

n #3 Hispanic households

are twice the size ofother audience

segments!

That means twice the

products and serviceswill be needed for thefamily!


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Reaso

n #4 Hispanics are brand

centric.

Will you showHispanics who yourbrand is and how your

brand fits them?


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Reaso

n #5 Hispanics areconnected socially.

How do you wantHispanics to influenceyour brand for you?


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Reaso

n #6 Hispanics are 32% ofthe population.

Do you want to missout on 1/3 of thepopulation by not

marketing to them?


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Reaso

n #7 Hispanics pay withcash.

What could yourcompany do with anew cash flow

audience?


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Reaso

n #8 The Hispanic audienceis being targeted byyour competitors.

Dont let yourcompetitors get the

upper hand with thisaudience segment!


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Reaso

n #10 Well take care of thedetails for you!

You cant afford not toreach the Hispanicmarket and well help

you.


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Effective Marketing

Lets review some ofthe products thatreach local Hispanic

audiences here in SanDiego.


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U-T San Diego Hispanic Product Opportunities:

Display, preprint and high impact advertising in Enlace, Purda Vida, Vida Latina

print products

Display ads in Enlace Extra wrap in La Bolsa Azul

High-impact advertising online at SanDiegoRed.com, vidalatinasd.com and

utsandiego.com

Bagvertising on our sdExtra, La Bolsa Azul polybags

Inserts in Enlace Extra

Targeted e-mail marketing by demographics

Event marketing-San Diego Latino Champions Pandora Genre Targeting

We deliver the Hispanic households you want

. . . on both sides of the border.

Delivering the Hispanic Audience- PrintChannels


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Vida Latina

Vida Latina reaches over 99,000 San DiegoHispanic adults (15%).**

Source: 2012 Nielsen, Inc. **2012 Probe Research Omnibus Survey; 2012 Scarborough Research, Release 1

Vida Latina San Diego is the largest circulated Spanish language

entertainment magazine, TV and shopping guide in the marketplace.

30,000 free copies distributed weekly in the highest density Hispanic

areas.

Features Entertainment News, Novelas, TV and Cable Program Listings,

Music, Movies, Health, Life Style and Cultural Events.

94% pickup rate-ABC Audited

Coming Soon.VidaLatina.com Targeting young Latinas

Entertainment, telenovelas, music, dining, celebrity news, photo galleries

Fun



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Home Delivery

70,581 (53% increase)

Single Copy

31,106

Mexico/U.S. Border

11,295 copies

TOTAL DISTRIBUTION

112,982 (23% increase)



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Delivering the Hispanic Audience-Digital Channels

The Markets leading local online news site*

* Scarborough 2011R1, Base: San Diego Countysignonsandiego.com: Anametrix Rolling annual monthly Average January June 2011

UTSanDiego.com3,502,100 MonthlyUsers22,636,340 Page ViewsPages per visit: 3.4

m.signonsandiego.com

415,000 Monthly Users2,134,500 Page ViewsPages per visit: 2.6


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Delivering the Hispanic Audience- SEMChannels

93% of all internet searchesstart on Google, Yahoo and

Bing

WE PROVIDE:vDaily OptimizationvAward Winning SEO Staff

vComprehensive Reportingwith full analytics

Source; Hitwise3.31.12

SEO Optimized Landing Page Features:

vSearch Friendly URL.vCall Tracking 800 phone.

vMobile Friendly.v6 Customizable Tabs.

vSocial Media complete.vGoogle Analytics.

v1 free edit every 3 months.

We can provide you with acustomized Search Engine

Marketing plan includingoptimized web & mobilelanding pages with customerdatabase capabilities.


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Mobile Opportunities

Mobile Websites;With custom Text Codes, QR Codes & .Mobi ext. $150/mo

Mobile Network.Choose from 5,000

Mobile websites to target youraudience. $16/cpm

Mobile Platform UT

News $19/cpm

BT Real Estate: $14/cpm


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7/2/12

Reaching San Diego Hispanics

U-T SanDiego

Products

18% Enlace*

13% UTSandiego.com

16% DiscoverSD.com*

100K La Bolsa AzulEnlace Extra

36% Deals.UTSanDiego.com*45% U-T San Diego

Scarborough Research 2012R1(Cume)

52% North Zone

45% South Zone

15% Vida Latina

8%

Night & Day Street

Behavioral Targeting onUTSandiego.com


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Hispanic AudienceChecklist

Lets review the stepsto ensure you capturesome of that $12.6

billion market!

My organization is

preparing for theprojected Hispanicpopulation growth

My marketing

messages appeal toHispanics with cultural


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Were here to help!

No need to go italone!

Well help younavigate the Hispanicaudience marketingwaters

We have productchannels that speakto Hispanics as well asthe Hispanic culturalexperts to develop bi-

lingual campaigns to


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Questions?

Documents

Tap Into the Hispanic Market 06-25-2012