2010 census marketing by rgomezjr
TRANSCRIPT
multicultural information, news and cool insights
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DIRECTNOTICIACan You Afford To Overlook
A “TRILLION” Dollars
The U.S. Census serves as the official guide to track the growing influence of all communities in the U.S. Especially the latest growth with ethnic residents. The political representation that determines the level of government spend and attention we receive. For business professionals the census findings will provide an authoritative set of strategies about the multicultural consumer growth that will ultimately effect the way you position your brand.
These last few months I have put together a high-level presentation for clients and organizations to start processing the data that will address some provoking questions in how to plan for this new consumer expansion.
Thank you for connecting, communicating and contributing to our network.
May 2011
R O B E R T O G O M E Z
A t l a n t a , G e o r g i aO F F I C E678.453.6015 M O B I L E678.517.3333
with Cafe Con Leche
A note from the editor: Roberto Gomez Jr.
I want to share with you what will be the biggest marketing news in any industry.
Roberto Gomez Jr.
Can You Afford To Overlook
A TRILLION DOLLARS ?
Are You Ready For “EL Censo”?
3 Areas Covered
What Will It Reveal About The Composition Of The Untied States And It’s Diversity
What Can We Expect To Learn From The 2010 Census
How Can We Use This Data To Improve Your Marketing Efforts
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Clarification About The Census Data
For this census everyone received the same ten question survey. The questions were basic such as name, age,
sex, number of people living in the home. As in census survey of 2000, the 2010 survey first asks people if they are
Hispanic, Latino, Spanish origin and the subsequent question asks about race. Instructions tell people to respond
to both questions.
Previously, a percentage of the population received what was known as the ‘long form’ which asked much more
extensive questions. That data is still being collected through the Census Bureau’s American Community Survey
(ACS). It is conducted on an annual basis and gathers information such as education, housing, income, etc.
The differences between the 2010 Census and the ACS, are geographical detail, population count vs. population
characteristics
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The final data will be released theoretically on every person living in theUnited States on April 2011.
We can expect to learn about the age, gender, household role, Hispanic/Latino origin, and race. We will learn about how many Hispanics there are in the US, and the number is likely to be surprising and revealing even though there are always issues in counting those who do not have documents and others who simply do not want to be counted.
We need to remember that there were many social, political, and economic issues that influenced the residency of Hispanics in the last 10 years, when many decided to return to Latin America and others just did not feel like being counted.
The Final Count
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JUST UPDATED 4.2011
download summary draft here: http://www.box.net/shared/static/sgy75e1396.pdf
is a term used in the United States to identify individuals whose
ancestry comes from variety of countries where Spanish is the main language. It was first
used by the Census in the 60’s to capture all the people whose backgrounds included any of
the Spanish-Speaking countries and the later in the 80’s used to start identifying the
population growth trends.
Hispanic
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You Got Mail
The 2010 Census will have a profound impact on how we see ourselves as a
nation. You can expect to see headlines like: “Hispanic Population Grows 42%;
Non Hispanic Only Grows 5%”. The coverage will be on every news outlet.
Every marketing departments inbox will expect an email from the CEO with a link
to articles with the question, “What is our strategy?” Not “What is our Hispanic
strategy?” The census will show we’ve moved beyond that. Marketing to
Hispanics will now be an integral part of every marketing strategy.
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Some Top Level Facts To Know
✓ Hispanics, African Americans and Asians represent over 100 million Americans.
✓ There are over 50 million Hispanic steady-residents of the U.S.
✓ Hispanics contributed 52% of overall U.S population growth between 2000 - 2010.
✓ Hispanics and Asians represent a disproportionate amount of the growth into the future.
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America, the diversified
✓ 100 Million non-Whites, half from the Spanish culture.
Special Note: Experts anticipate that U.S. will be more diverse than ever, with only 22% of
households expected to be iconic American family of mom, dad and kids.
✓ Los Angeles County is expected to be home to the largest Hispanic population in the
US exceeding that of Costa Rica.
✓ Nearly one in six US residents will be Hispanic.
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America, the diversifiedWhat has changed?
✓ Several years ago, SALSA surpassed catsup as the number one condiment in the U.S.
✓ Tortillas now outsell bread in the U.S.
✓ The MARGARITA is the #1 cocktail served in the U.S.
✓ According to Hallmark Cards, Pinatas are now the second most popular party decoration in the U.S, after balloons.
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EL Censo
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Hispanic Population 1980
“HISPANIC” introduced in 1960 - Full Count in 1980
Total US: 226,545,805
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com , and US Census Data
Hispanic Population 2010
Total US: 308,745,538
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com , and US Census Data
How Much Did It Grow?
Population Growth: 2010 vs. 2000 Census
13 25 38 50
Total US Hispanic Asian/PI Black White
10%
41%
38%
11%
4%
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Data From: U.S. Census Bureau
Where Did It Grow?
Data From: U.S. Census Bureau
100,000,000
30 Years of 3 digit Growth50,000,000
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2010 Top Hispanic Markets2 4 6 8
8MM
5MM
2MM
2MM
2MM
2MM
2MM
2MM
1MM
1MM
Los AngelesNew YorkHoustonChicagoMiamiDallasSan FranciscoPhoenixSan AntonioHarlingen
Hisp: 21% of Total Pop
Hisp: 35%
Hisp: 21%
Hisp: 28%
Hisp: 23%
Hisp: 30%
Hisp: 45% of Total Pop
Hisp: 47%
Hisp: 55%
Hisp: 89%
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Markets With Largest Growth
Markets with Largest Hispanic 2000-2010 Growth [ Among 100K + Growth Markets]
100 200 300 400
146M
400M
138M
334M
131M
286M
303M
163M
327M
168M
CharlotteAtlantaFt. MyersOrlandoRaleigh-DurhamLas VegasTampaW.Palm BeachWashington DCSalt Lake City
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Where Did It Grow?According to Ad Age’s white paper “2010 Hispanic America” in the age group 25-44 Hispanics grew 34% while non Hispanics in the same age group grew 0%. Yes, you read that correctly: zero percent growth for non Hispanics ages 25-44. But let’s look at the growth in age groups further.
0
15
30
45
60
>5 Yrs. 5-13 Yrs. 14-17 Yrs. 18-24 Yrs. 35-34 Yrs. 35-44 Yrs.
Hispanic Non Hispanic
53%
3%
37%35%
24% 26%
39%
-9%
-3%12%
0%
-15%
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By Ethnic Group 2010 Population
67%
12%
5%
16%
Non-Hispanic Other Non-Hispanic Black Non-Hispanic Asian & Pacific Islander Hispanic
One-Third of America’s Population is of either Asian, Black or Hispanic origin; however, these proportions vary dramatically at the state and metropolitan area levels.
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Unauthorized Immigration In The US
Mexico63%
Central America12%
South America8%
Carribean4%
African & Others4%
Europe & Canada4%
Middle East1%
All Other3%
Currently 11 million unauthorized immigrants:
- Nearly 7 million are from Mexico
- 2.2 million from other Latin American countries
- Majority of immigrants are men - aged 20-35
Department of Homeland Security 2009.
The most recent Census data, the 2009 in-flow of new immigrants
from Mexico is the lowest seen in over 10 years.
March 2007 - 2009 only saw approximately 150,000 new arrivals -
roughly 44% less than the previous year.
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Unauthorized Immigration Trend
Overall unauthorized immigrant
population declined by nearly 1
million (7.5%) between ’07 and ’09.
Decline in immigration from Mexico
fell only 300 thousand (4.3%) in the
same period.
0
225
450
675
900
850
550
300
March ‘00 - ‘05 March ‘05 - ‘07March ‘07 - ‘09
Flows are derived as difference of population totals over given intervals, classified by
periods of arrival in U.S. from March CPS supplements.
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Purchasing Power
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✓ Between 1990 and 2010, the buying power of U.S. Hispanics rose by
315% compared to the buying power of non-Hispanic at 111% over the
same time period.
Purchasing Power
✓ The U.S. Hispanic market is already larger than the entire economies of
all but eleven countries in the world.
✓ The U.S. Hispanic market ranks as the 3rd largest “Latin American
economy” behind Brazil and Mexico.
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Household $ By CultureAsian top the list in terms of annual household income, due in part to both the disproportionately large number in working age cohorts and to their higher levels of educational attainment. Hispanics are about 17% below the overall median.
0
17500
35000
52500
70000$69,026.00
$56,378.00
$43,307.00
$34,976.00
Asian White Hispanic Black
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Consumer Spending By Culture
Aggregate HH Consumer Spending
Non-Hispanic White & Other Race20%
Non-Hispanic Black12%
Non-Hispanic Asian & Pacific Islander20%
Hispanic47%
Hispanics & Asians together comprise 15% of HH, but
contribute 67% of the increase in consumer
spending
Non-Hispanic White & Other Race2.4
Non-Hispanic Black2.6Non-Hispanic Asian & Pacific Islander
2.9
Hispanic3.3
Aggregate HH Size
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Lifetime $pend By CultureHispanic HH lifespan is 15 years longer and with more spending in some categories. Lifetime value in may categories will be greater in absolute dollar terms.
0
0.75
1.5
2.25
3
2008 2015 2020 2025 2030 2035 2040 2045 2050
Asian White Hispanic Black
Total Expenditures
Calendar Year - Life Expectancy
Aggregate spending over the lifespan of a Hispanic or Asian HH is usually greater than that of Non-Hispanic White HH
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Lifetime $pend By Culture
Lifetime HH Sending 2010+ NH White NH Black NH Asian Hispanic
Food at Home $161,741 $133,565 $227,231 $261,551
Food at Home and Away $278,321 $217,525 $404,180 $411,335
Personal Care $26,863 $26,247 $34,750 $32,748
Apparel $67,976 $95,098 $109,260 $124,027
Home Furnishings $63,997 $53,347 $87,843 $58,120
Transportation $360,334 $302,614 $494,944 $456,903
Entertainment $126,388 $74,689 $199,227 $104,842
Other $1,086,340 $903,085 $1,537,514 $1,073,610
TOTALS: $2,171,959 $1,768,782 $3,094,949 $2,523,135
Hispanic HH will spend $2.52 million per person during their lifetime on food at home and away, personal care items, apparel, home furnishings, transportation and entertainment.
Hispanics With The Highest IncomeHispanic households in the state of Maryland is $62,769.00 For Virginia it’s $59,779.00, the large majority are
bilingual and bicultural that ties in well with the employment to the U.S. Government in Washington, DC.
Top 20 States For HH IncomeSTATE Hispanic MHH Income
Maryland $62,769
Virginia $59,779
Hawaii $58,521
Alaska $56,165
New Hampshire $52,828
Vermont $51,277
New Jersey $49,414
California $49,022
Illinois $48,506
Wyoming $48,134
Nevada $47,667
District of Columbia $46,391
Florida $44,206
Utah $42,338
Delaware $42,278
Arizona $42,094
Washington $41,746
Minnesota $41,543
Connecticut $41,038
Louisiana $40,872
Hispanic Consumer Top CategoriesHispanics consume more than the average American HH in may categories. Among those over-indexing categories are Apparel and various products consumed in the home.
✓ Food / Beverages
✓ Social Events ... ( Quinceanera: When the daughter turns 15 )
✓ Rental Housing
✓ Apparel
✓ Telephone Services
✓ TV / Radio and other Sound Equipment
✓ Personal Care Products
✓ Public Transportation
✓ Automotive Top Chose: Pick-Up Trucks
✓ Automotive Accessories
✓ Cleaning Supplies
An estimated $70B in annual
healthcare spending from US Hispanics.
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Where Do Hispanic Shop
✓ Convenience
✓ Low Prices
✓ Wide Range of Merchandise
- Employees who speak Spanish
- Products relevant to Hispanic consumer
- Spanish-language signage
- Spanish Advertising, Marketing, Event or Community Involvement
✓ 37% of Hispanic respondents named Wal-Mart their favorite store.
✓ J.C. Penney, Sears and Target all tied for second place with 4%
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Segmenting The Latino Culture
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ASSIMILATION is the process whereby an immigrant group
gradually adopts the characteristics of another culture - essentially losing
one’s language, customers, traditions and ties to one’s homeland.
Segmenting The Latino CultureImportant Terms
ACCULTURATION is the process of integration of native and
traditional immigrant cultural values with dominant culture values -
adopting a new culture without denying one’s heritage.
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Segmenting The Latino Culture
The following (3) slides under “Acculturation of the Hispanic Population,
are terms and data copyrighted by Geoscape under the registered
trademark “Hispanicity®”. Each of the Culture Codes outlined from
Hispanicity, Americanizado, Nueva Latina, Bi-Cultural, Hispano and
Latinoamericana are trademarks of Geoscape.
Please take time go online at : www.geoscape.com for more detail
information and resource available.
Segmenting The Latino Culture
✓ AmericanizadoEnglish Dominant (nearly no Spanish)Born in U.S 3rd GenerationFew Hispanic Cultural Practices
Americanizado16%
Nueva Latina27%
Bi-Cultural25%
Hispano17%
LatinoAmericana15%
Spanish Dominant (nearly no English)Recent immigrant as a adult (less than 10 years)
Primarily Hispanic Cultural PracticesIdentify with home country more so than U.S
Hispanic
✓ Latinoamericana
English Preferred (Some Spanish)Born in U.S 2nd GenerationSome Hispanic Cultural Practices (Retro-Acculturate)
✓ Nueva Latina
Bi-Lingual (equal or nearly)Immigrant as a child or young adultMany Hispanic Cultural Practices
✓ Bi-Cultural
Spanish Preferred (some English)Immigrant as a adult in the U.S 10+ yearsPredominant Hispanic Cultural Practices
✓ Hispano
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com
Product $pend By Segment
✓ AmericanizadoEnglish Dominant (nearly no Spanish)Born in U.S 3rd GenerationFew Hispanic Cultural Practices
Spanish Dominant (nearly no English)Recent immigrant as a adult (less than 10 years)Primarily Hispanic Cultural PracticesIdentify with home country more so than U.S Hispanic
✓ Latinoamericana
English Preferred (Some Spanish)Born in U.S 2nd GenerationSome Hispanic Cultural Practices (Retro-Acculturate)
✓ Nueva Latina
} ShampooFast FoodGum - B.Water
Suave - Nissan - SouthWest ALMcDonaldsDentyne - Aquafina
} ToothbrushesConditionersFast Food
Colgate - Toyota - American ALPantene Pro-VMcDonalds
} Bread - RiceCanned TunaToothpaste
Bimbo - Ford - American ALChicken of the SeaColgate
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com
The Role of Language
English Dependent22%
Bi-Lingual English Preferred27%
Bi-Lingual English & Spanish13%
Bi-Lingual Spanish Preferred18%
Spanish Dependant20%
About 60 % of Hispanics are Bi-Lingual to some degree. So on a general average; 48% are English dominate and 38% are Spanish dominant.
The chart represent the national distribution, although the mix of segments varies by region and metro area.
Source: Geoscape, American Marketscape Datastream Executive Summary, 2011 - www.geoscape.com
Marketing To Hispanic Itʼs DIfferent
✓ Many companies limit their Hispanic marketing and outreach to one-dimensional efforts like
the literal translations of general market campaigns.
✓ Marketing cannot simply transfer directly to the U.S. Hispanic market the conceptualizations
or marketing strategies that work with the general market.
✓ Many factors - historical, contextual, cultural, demographics, financial - place Hispanic
consumer in a different category.
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TRANSLATION An accurate linguistic text transfer from one language into another.
Segmenting The Latino CultureImportant Term
Special Note: Direct translations and usage of general market strategies tend to miss the emotional
and culturally relevant elements. Some results will be there, but not with sales volume, strength and
recall, that a truly culturally-attuned marketing effort can attain.
TRANSCREATION The process of determining the suitability of an original creative
message to an ethnic group, and if suitable, transferring the creative concept, not just the words, in
an appropriate tone and graphic look.
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Segmenting The Latino Culture
TRANSCREATION
Ads That Work
Segmenting The Latino CultureWhat NOT To Do
An American t-shirt maker in Miami printed shirts for the Hispanic market which promoted the Pope’s visit. Instead of I saw the Pope (el Papa), the shirts translate to I saw the potato (la papa).
The Come alive with the Pepsi Generation campaign in the Chinese market actually translated to Pepsi brings your ancestors back from the grave.
The Coors slogan Turn it loose was badly translated for a Spanish-speaking audience into Suffer from diarrhea.
Gerber’s beautiful label babies generated big sales here in the U.S., but just didn’t have the same effect in several African countries. The company eventually learned that in Africa companies routinely put pictures on the label of what’s inside.
General Motors’ Chevy Nova failed miserably in Latin America. In Spanish, Nova means No Go.
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Segmenting The Latino Culture
Mexico has strict laws prohibiting the defamation of the flag and this advertising denigrates the image of their county.
This example illustrates the importance of truly understanding Hispanic culture before advertising to reach the community. Critics felt the ad propagates negative stereotypes of Hispanic women as being loose and overly sexual.
What NOT To Do
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Online?
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Online?Computer ownership: 72% of Hispanics have a computer at home. - 89% have internet access, with 54% at high speed.
Nielsen 2009 release adjusted for 4 quarters
Overall, 47% spend some time each day on the Spanish Language internet, defined as using email, watching video or listening to music. - 22% spend 31 minutes to 2 hours each day doing so, with 3% spending more than 5 hours.
Who Are They?Hispanic vs. General Market Users
Age: 37Household Income: $50K+Children: Yes: Maria 6 and Roberto 5
Age: 46Household Income: $75K+Children: Yes: Sandra, 22
Both offline and online Hispanics are much younger than the general population, with larger households and younger children. 46% of Online Hispanics are under 35 years old, compared to just 26% of the US Internet population. Meanwhile, 30% of the General Market online population are empty nesters - only 13% of Hispanics fall into this group.
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Where To Market Online?
HIS
PAN
IC M
AIN
ST
RE
AM
ME
DIA
HIS
PAN
IC T
RA
DIT
ION
AL
ME
DIA
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Makings For A Great Program
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Top 5 Marketing Strategies
1. In-Store (Retail) Signage, POS, POP Invite and Welcome the community.
For The Hispanic Consumer
2. Direct Marketing: (Educational vs. Solicitation Marketing Strategies)
3. Community Promotional Events “Grassroots” - Holidays - Birthdays - Bodegas “Small Family Stores”
4. Online Marketing Resources that tap into the Bi-lingual and Spanish portals.
5. A Line Local Promotional Offers - “Cross Marketing”
- FSI strategies directed to the market circulation (Bi-lingual and Spanish Papers)
- Door - 2 - Door (Sampling or Hanger Program)
- Data Driven (Segmented) Mailer Coupon Program
Source: ADS Media Group (Direct Marketing Programs) www.adsmediagroup.com
Top 5 Marketing StrategiesDirect Marketing - Is Becoming The Top Marketing Strategy For Hispanics
Total Ad Dollars spent by direct mail advertisers in the U.S. Hispanic media
totaled $184.8 million for the first 9 M of 2009. }
Product Category Dollars Spent 2009
Restaurant $253,891,123
Telephone - Wireless $242,804,671
Automotive $226,284,629
Direct Mail $184,842,629
Satellite Communication $183,526,403
Retail $179,400,304
Beer $136,175,218
Legal Services $95,392,342
Auto Insurance $75,910,119
Motion Pictures $75,710,968
TOTAL: $1,653,938,292
Marketing StrategiesSegmentation Analysis
3m
5m
Based on the product or service - you defined your best customer data-points:
✓ Hispanic - Family House Hold
✓ Presences of Children
✓ Income $40K +
More Data:
✓ 2nd - Generation (English / Spanish)
✓ Owns a Truck
✓ Country of Origin
}Results
Hispanic Density Thematic Map Radius Map
11500 IH 10 W. Bldg. #1San Antonio, TX 78230Phone: 210-690-1878Fax: 210-690-3595
Population: 1,202,000Race White & Other Black Hispanic Total HHPercentage 34.5% 6.8% 58.7% 405,000Number 414,689 81,736 705,574
3 Mile Radius *3 Mile Radius View# of Hispanics HH 13,510# of Blacks HH 676# of Hispanic Businesses 803
Housing Units: 433,000% Rental 34%% Home Ownership 66%Income 277,000 (Under 20M-50M) 174,000 (51M-125M) Avg. Median Income $44MMedian/Age 221M (18-45) 371M (46-65) Avg. Median Age 32
Total Black Hispanic WhiteNumber of Licensed Television Stations 34 0 6 28Number Of Licensed Radio Stations 40 2 9 29
Total Businesses 60,271Churches (1,802), Attorneys (1,471), Physicians & Surgeons (968), Home Builders (687),General Contractors (623), Real Estate (499), Dentists (388), Schools (355), Government Offices (340), Apartments (319), Real Estate Loans (288), Child Care Service (275), Landscape Contractors (272), Accountants (209), Manicuring (193), Barbers (182), Tax Return Prepartation & Filing (177), Veterinarians (159), Cleaners (138), Loans (127), Hotels & Motels (126), Building Contractors (117), Credit Unions (117), Check Cashing Service (111), Clinics (111), Florists-Retail (106), Non-Profit Organizations (93), Employment Agencies & Opportunities (92), Financial Advisory Services (92), Optical Goods-Retail (86), Cosmetics & Perfumes-Retail (82), and Insurance-Automobile (76).
Presented By:
DM
AE
thni
city
Geo
/DM
edia
Multicultural Environmental Survey
Black
Hispanic
White& Other
B2B
Source: ADS Media Group (Direct Marketing Programs) www.adsmediagroup.com
Marketing StrategiesGo To Market Strategies
Direct 2 Door (Program) Solo Hanger
Direct 2 Door (Program) Package Goods Sampling
Direct 2 Door (Program) Co-Ops FSI
FSI Directed to Market Circulation ( Spanish Papers)
Data Driven (Segmented) Mailer Coupon Program
Cross Channel Promotional Program (Direct with Grassroots)
}Educational vs. Solicitation Marketing Strategies
Multichannel Selection
‣ 2 weeks before the event (mapped area).
‣ Collect Data at the event.
‣ 1 week after the event (Mailer with offer)
‣ 1 week after the event (E-Mailer with offer)
Why The Selection ?
1.) Product connected with 1st and 2nd generation.2.) Tied promotion to local celebration and retail location.3.) Through data analytics location has a 56% HH community within 3 miles of event / retail center.4.) Local budget levels required a aggressive program with real-time verification of traffic.
Source: ADS Media Group (Direct Marketing Programs) www.adsmediagroup.com
Where To Test?SMALLER MARKETS - HIGHER GROWTH LARGER MARKETS - HIGHER GROWTH
SMALLER MARKETS - LOWER GROWTH LARGER MARKETS - LOWER GROWTH
LOW
RAT
ED M
AR
KET
SH
IGH
ER R
ATED
MA
RK
ETS
+40%
+70%
+90%
+110%
+130%
+30%
+10%
+0%
◊ DETROIT
◊ AMARILLO◊ COLORADO SPRINGS
◊ SANTA BARBARA
◊ CORPUS CHRISTI
◊ LAREDO
◊ YAKIMA ◊ YUMA◊ HARTFORD ◊ TUCSON
◊ MONTEREY
❺ MARKETS TO MONITOR ❶ CORE MONITOR
❷ GROWTH❸ FUTURE GROWTH
❹ BASIC SUPPORT
◊ WACO◊ MILWAUKEE
◊ KANSAS CITY
◊ OKLAHOMA CITY
◊ MINNEAPOLIS
◊ PALM SPRINGS
◊ BAKERSFIELD
◊ SEATTLE
◊ PORTLAND
◊ SALT LAKE CITY
◊ W.PALM BEACH
◊ RALEIGH-DURHAM
◊ FT. MYERS◊ CHARLOTTE
◊ BOSTON ◊ FRESNO
◊ HARLINGEN
◊ SAN DIEGO ◊ ALBUQUERQUE
◊ EL PASO
◊ SAN ANTONIO ◊ SAN FRANCISCO
◊ MIAMI
◊ CHICAGO
◊ LOS ANGELES◊ NEW YORK
◊ ATLANTA
◊ ORLANDO
◊ LOS VEGAS
◊ TAMPA
◊ PHOENIX
◊ DALLAS
◊ HOUSTON◊ SACRAMENTO
◊ DENVER
◊ AUSTIN
◊ PHILADELPHIA
Distribution Methods
Source: ADS Media Group (Direct Marketing Programs) www.adsmediagroup.com
Diez Mistakes to Avoid1. Don’t launch a product or campaign in any multicultural market without doing research
10. Don’t assume you know what “good” Hispanic marketing is - unless you are the targeted segment!
2. Don’t enter the Hispanic market without making a long-term commitment.
3. Don’t forget to get your message out - loud and clear!
4. Don’t dilute your brand - it’s all you’ve got.
5. Don’t forget to educate your senior management.
6. Don’t assume that any multicultural project can be accomplished for less.
7. Don’t treat the Hispanic market as if it were a “quota” to be reached.
8. Don’t rely on your Hispanic-surname employees to do your translations.
9. Don’t make assumptions about any multicultural market - consult a marketing professional.
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Special “THANK YOU”To All The Companies and Agencies That Contributed There
Data and Resource To This Presentation
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