Directorio Latino Moderates American Advertising Federation Panel on Advertising to the Latino Market

In this continuing series on succeeding in the Latino market, we’ll report on the recent 6 in 60 panel discussion on Advertising to the Latino Market hosted by the Omaha chapter of the American Advertising Federation.

Our Spanish-language annual community guide and business directory, Directorio Latino, was asked to moderate the discussion, and publisher John Heaston guided five panelists, four of whom are Latino:

• Yanira Garcia, a Marketing Project Specialist at the University of Nebraska at Omaha, where each successive term establishes a new record for the number of Latino freshman enrolled at the school.
• Amanda Salgado of Lingodocs Marketing, a multi-service marketing agency offering printing, signage, apparel, screen printing, web design, graphic design and translation services.
• Sole Salas of KBBX Lobo 97.7 FM, who announced exciting plans that the radio station will soon launch a local Spanish-language television station.
• Abril Aviles Garcia of the Mundo Latino Network, a regional publisher of Spanish-language newspapers and a website.
• Carrie Kentch of Cox Media (a Latino marketing veteran who is formerly of our team here at both El Perico and The Reader).

Acculturation

Recurring themes and key take-aways revolved around many of the same points made about acculturation in this newsletter just last week; success in the Latino market takes special planning in strategies that avoid the pitfalls of treating the market as anything but diverse, even diverse within a single household.

Even within a single household?

The University of Nebraska at Omaha’s Office of Latin/Latino Studies (OLLAS) published a data-rich report earlier this year that, among other findings, studied language use and English proficiency by nativity for Nebraska’s Latino population.

As of 2013, the last year studied, 95% foreign-born adult Latinos spoke a language other than English and only 26% of that group reported speaking English “very well.” Their U.S.-born children (under 18), however, are a different story in that 42% speak only English and 79% report speaking Spanish “Very well.”

Simply translating your current advertising and other messaging into Spanish and slapping a “se habla español” banner on it rarely reaps much reward in terms of additional sales. Culture is the important consideration in this niche, and treating the Latino/Hispanic market as a monolithic entity is not only ineffective, it is fraught with opportunity to offend. Be careful not to paint with broad strokes. People from Mexico share a different culture than do people from, say, Guatemala.

Family Influence

Few understand this concept as well as audience member Jesus Perez of Sojern, a business that found success in selling advertising on the back of airline tickets. That simple idea soon attracted additional dollars from the broader hospitality and tourism industries who wanted their laser-focused message in front of a captive audience with set travel plans. Latino travelers to Cancun, for example, might be presented with special offers for area resorts, hotels, restaurants and attractions.

For too many in the Latino population, being treated as a monolithic “other” is more than off-putting.

We see that every day in consulting with any number of our clients. In the world of new and used auto sales, for example, having Spanish-speaking sales people is important, but the rest of the sales process is more nuanced. What we find is that the key to success is that Latinos feel welcomed, listened to … that their needs are understood. Unlike many instances in the broader culture, a major purchase like a car can be very much a family decision in Latino households.

Purchasing Power

And it’s a purchase that is much more likely to be a cash transaction. Latinos tend to be savers. They forecast major expenditures and then plan their savings accordingly to be able to pay in cash.

Oh, if only I could adopt such debt-freeing strategies, but I married into the Gomez name.

Coupons

Another interesting discussion point was the relative ineffectiveness of coupons in the Latino market. It’s not that they are not price-conscious because they most certainly are. No, once again it is a matter of culture.

Redeeming coupons to many in the culture is … well, almost uncomfortable, according to several panelists. A coupon might suggest an inability to pay full price. It is a matter of honor and pride in this culture to be perceived as one who doesn’t need such incentives in order to shop with you. In addition, the United States has a long experience with couponing, something not as widely used in Central and South America, so recent immigrants are less likely to have as much history or experience with this.

Our team here at our weekly El Perico newspaper and our annual Directorio Latino understand how to navigate all of the nuances of the Latino market, and we stand ready to help you grow sales in this vibrant and ever-expanding demographic.