Why sell your services or products in Spanish?

Not only is Spanish the second most spoken language worldwide, and is the most commonly taught foreign language in the United States. Because of the Hispanic population living in the US now reaching millions, Spanish is recognized in many states at the government level.

The term Hispanic refers to a person of Latin American or Spanish culture or origin. As such, Hispanic does not refer to a racial group, but an ethnic category of people shares similar cultural traditions. Persons of Hispanic origin may be of any race, and come from different countries, yet the uniting factor is the Spanish language. Thus, bilingual marketing efforts in Spanish and English will continue to become more valuable for U.S. businesses over time.

The Department of Labor’s most recent Survey of Consumer Expenditures shows Hispanic households spent more on groceries, communications, and apparel than non-Hispanics. Also, Hispanics spend greater percentage of their money on housing and vehicle purchases, and they spend similar amounts as non-Hispanics on restaurants, household supplies and personal care. As such, Hispanics are a segment of the market that is worth targeting just as much if not more than other ethnic groups.

The 2006 American Community Survey shows that one out of every seven people who reside in the U.S. is of Hispanic origin. And this does not refer simply to those who have migrated from Spanish-speaking countries. In fact, three out of five Hispanics residing in the U.S. were born in the United States. According to the Pew Research Center in their April 2009 study, 22% of infants born in the U. S. are Hispanic. The statistics also show that approximately half of all U.S. immigrants are from Latin America.

Because of the high birth rate and increasing immigration, the Hispanic population is growing at a rate much faster than the total U.S. population, a trend anticipated to continue. Between 1990 and 2008, the Hispanic population has increased by 107% compared to 14% for the non-Hispanic population.

There are an estimated 44 million Hispanics in the U.S. as of 2009. This means the United States is home to the world’s fifth largest Hispanic population (trailing Mexico, Colombia, Spain and Argentina.) The US Hispanic population is projected to grow exponentially to over 100 million people by 2050, which will be approximately one quarter of the total U.S. population.

California is home to the largest population of Hispanics in the U.S., 13 million, one-third of the state's population, according to the U.S. Census Bureau. Therefore, California businesses are taking note of the economic influence of Hispanics by designing products, services and advertising that appeals to them. More than 50% of Latino adults respond best to advertising when it is presented in Spanish.

© Sofia E. Keck 2009 – sofia.keck@sellitinspanish.com

Feliz Día de la Independencia GUATEMALA!

"Latinos A Morir" (LAM) Means Business by Giovanni Gonzalez

The concept of Latinos A Morir started out as a gathering of friends at a house in Berkeley in 2001. Although the initial group of friends had different majors, ethnicity, and nationality, we all had a key values in common: ambition, care for our community, love of life and Latin American culture.

Now, LAM consists of 2,700+ members and we all come from very diverse backgrounds: country of birth, industry, age, hobbies, etc. However, we all share the same values from that initial group of friends back in 2001.

For this reason, LAM is adding opportunities for our members to interact at a more personal and professional level than just dancing. [Don't worry, that will never change!]

Latinos A Morir has partnered with Hispanics Mean Business to provide intimate events for those interested on personal growth, community improvement, and professional success.

The Value of Clothing to Hispanics - A Clothes Call

“Dress for success” is a popular saying in America, but if you have ever wondered what Hispanics dress for it is “acceptance.”

In Hispanic culture what you wear and how you wear it says a lot about you. A low income family might not be able to afford expensive clothing but their shirts are ironed and their shoes are polished. Middle to high class Hispanics in Latin American may save money to come to the U.S. for a shopping spree and purchase American brands that ironically, if not made in China were probably made in a Latin American country like Guatemala (my birth place.)

No matter their economic status, accessories and jewelry are a must for girls starting from a very young age. Little girls get their ears pierced almost at birth and might let their hair grow to pull it back in a sleek and polished pony tail. Their socks will have ruffles and their outfits will match.

Appearances are very important in Hispanic culture. First impressions hold high value and sometimes are very hard to erase if the outcome is negative. You don’t want to start off on the wrong foot. “El que dirán” (what will they say.)

In America clothes have become a way to express yourself. T-shirts with, “Go Green” or, “Vote for Obama” speak for themselves. Among Hispanics clothes are not to express, but to impress. The reason for this could be that they are worried about being judged and not accepted. And since social circles tend to be very small in Latin countries it is important to give the right impression even though “las aparencias engañan” (appearances can be deceiving.)

I remember the comment of my mother-in-law, when she visited Guatemala for the first time. She said, “Everybody dresses like they are always ready to go to an event.”

Talking about events, Latina Style Magazine will be having a great event this upcoming Thursday, July 23 at the Doubletree Hotel in San Jose, CA. Their Business Series includes Macy's Inc. as their sponsor and presenter of "Look Successful - Be successful: An integral part of being a successful Latina entrepreneur is a consistent and winning image. From what you wear to your body language to your attitude, these are tell-tale signs of your success. Learn how to always present our best possible self others."

For more information about this event you can visit Latina Style Business Series

© 2009 Sofia E. Keck

Hispanic Cultural Differences - Hispanic Hospitality Aboard the High Seas

The Consulate General of México in San Francisco and México’s Tourism Board invited me for a fantastic event on board the Mexican Navy Tall Ship “Cuauhtémoc.”

The event was part of the “Vive México” campaign. Out of curiosity I wrote an email to the Health & Cultural Liaison of Community Affairs from the Consulate General of Mexico, Mónica Felix and asked her the following question, “Mónica,the invitation reads ‘Vive’, but shouldn’t it be ‘Viva’?”

Mónica replied, “Actually, ‘Vive México’ is the ongoing campaign to celebrate Mexico’s Bicentennial Independence Anniversary and its Centennial Revolution Anniversary, so that’s the whole story behind that name.” So now we know.

The event was incredible, and the boat is magnificent. The crew looked sharp in their white uniforms and was extremely attentive. This reminded me of one of the cultural differences between Hispanics and Americans. Mexicans are one of the most hospitable people I know, they truly make you feel like family no matter whom you are or where you are from.

There are many cultural differences between Hispanics and Americans. One of my American friends once told me “Hispanics tend to invade people’s space;” it was a cultural shock to learn about the importance for Americans of “their space.” When I first came to the U.S. one of the hardest things I had to learn was to shake hands. When I met someone my instinct was to immediately “invade their space” as I leaned over to try to give the person a kiss on the cheek. The Americans I met all reacted in the same way. They took one step back as they saw me getting close and gave me a look that said, “What are you doing?” I always felt the need to apologize because the moment was so culturally awkward you could feel tension in the air.

After four years of being in the U.S. I have learned to shake hands; I don’t try to kiss people on the cheek anymore, but every now and then if I meet someone who I feel an instant connection with I tell them, “I hug” and then I lean forward to embrace them. It’s part of Hispanic culture to be affectionate even among strangers. I think this is great so I am willing to compromise with a hug.

Cross-cultural observations such as this one are vital when marketing to Hispanics and need to be taken into consideration in order for your marketing efforts to be effective and affective.

U.S. marketers interested in the Hispanic market: Suggestions from our guest blogger Dr. José Alamillo

Our mystery blogger from “Cinco de Mayo Inc.” turned out to be Dr. José M. Alamillo, Associate Professor of Chicano/a Studies at CSUCI.

I asked Dr. Alamillo how marketers can take positive advantage of Cinco de Mayo and he was kind enough to share with us the following response:

“I agree ( with Sofia) that any Cinco de Mayo celebration needs to be culturally relevant and historically accurate. Many Americans falsely believe that this day represents Mexico's "Fourth of July." Very few understand the historical significance of the Battle of Puebla which took place on May 5th and the main lesson from this battle which is "Self-Determination." Unlike independence, self-determination means that despite overwhelming odds, Latinos and Latinas must continue to battle for education, political representation and social justice.

If U.S.marketers are interested in using Cinco de Mayo to reach the Hispanic Market and are considering an advertising campaign around this holiday, then let me make a few suggestions:

First, read Arlene Davila's "Latino Inc. the Making and Marketing of a People" to understand why media stereotypes about Latino/as continue to be very pervasive. This is a must read for anybody related to Hispanic marketing.

Second, avoid the direction of the U.S. beer and alcohol industry has taken with the Cinco de Mayo. Their “Drinko de Mayo” campaigns have only served to perpetuate stereotypes about Latinos and Latinas. There are aslo many examples of sexist billboards located in Latino communities throughtout the United States.

Third, colloborate with community organizations on how best to present your products and images so as not to offend consumers and attendees. Let me give you an example: Portland annual Cinco de Mayo celebration does a good job at balacing the commercialism with cultural celebrations. Although they do have company sponsors they do not dominate the scenery especiall the alcohol advertisements which are located in the periphery along with the beer garden. At this event they also present college scholarships for Latino/a students and stage a swearing in ceremony for new U.S. citizens. This festival is organized by the sister-city organization, Portland and Guadalajara, Mexico.

Although commercialism has made Cinco de Mayo (Mexican and Latino culture ) more popular and visible to non-Latino/as, it is the responsibility that we use this event as an opportunity to debunk myths and stereotypes about the Latino/a community and show off the long history of contributions that Latino/as have made to this country”.

ABOUT THE GUEST BLOGGER Dr. José M. Alamillo, Associate Professor of Chicano/a Studies at CSUCI. Dr. Alamillo earned his M.A. and Ph.D. in Comparative Cultures at University of California, Irvine. After completing a postdoctoral fellowship at University of California, Los Angeles’ Chicano Studies Research Center, he taught courses in Chicano/a Studies, Ethnic Studies, Immigration and Labor for nine years in the Department of Comparative Ethnic Studies at Washington State University.

Dr. Alamillo’s research focuses on the ways Mexican immigrants and Mexican Americans have used culture, leisure spaces, and sports to build community and social networks to advance politically and economically in the United States. His family’s experiences in the lemon industry inspired his first book, Making Lemonade out of Lemons: Mexican American Labor and Leisure in a California Town, 1900-1960. His current research includes a transnational history of Mexican American athletes and the commercialization of Cinco de Mayo in the United States.
THANK YOU PROFESSOR.

Cinco de Mayo: Culturally relevant marketing?

As you know, Cinco de Mayo is coming up. This Mexican holiday represents the victory of Mexican peasants over French soldiers on May 5th of 1862 on the battle of Puebla.

Many advertisers take advantage of this day to reach the Hispanic community. Unfortunately, the Word “advantage” here might have a negative connotation.
Some people have suggested that this holiday has become a “beer holiday,” and with major advertising beer campaigns from brands like Corona and Dos Equis their concerns are very well founded. Cinco de Mayo has even been called the Mexican St.Patrick’s Day.

I found a 2008 blog called “Cinco de Mayo Inc.” that was dedicated to this holiday and to the controversy around it. Here is the description of the blog from their site:

“This blog is dedicated towards documenting and critically examining the commercialization of Cinco de Mayo. This Mexican holiday has become more popular in the United States than Mexico in part because of corporate America's desire to make millions off the Latino consumer market while perpetuating damaging stereotypes about Latinos and Latinas and not educating the American public about the historical significance of this day.”

Their last post was May 4th 2008. They included a video of a comedian talking about Cinco de Mayo (I didn’t watch the video.) Ironically, there is no post for the next day.

I had some questions for the blogger but was unable to find a his/her contact info so I wrote a comment on his/her last post:

Dear blogger,
I plan to blog about "Cinco de Mayo Inc." Let me know if you are still around to answer some questions.
Thanks,
Sofia

I’ll let you know if he/she writes back.

What do I think? I think that smart businesses should take advantage of this holiday. After all, one of the most important things about marketing to Hispanics is to be culturally relevant. BUT when I say “take advantage” I mean support and enhance the actual values of this important day for the Mexican culture.

Cinco de Mayo is a great day to create market presence but you have to do it right. Marketers should only have one important goal, and that is to celebrate with the Mexican population a day that matters to them.

Forget about trying to sell your products. This is a day to enter their culture. If you accomplish this, sales will come not only May 5th but May 6th, 7th, etc.

If you want to make a positive impact in the Hispanic community on Cinco de Mayo, think of great advertising slogans that support Mexican culture and values instead of campaigns that scream “buy my product.”

Here are some good examples:

- Celebrating with you!
- Becoming part of your culture!
- Proud to celebrate Cinco de Mayo!
- Honoring Mexican heroes!

Want more ideas? Contact me.

Live in San Francisco? Click here for information about the Cinco de Mayo Festival

Social Media Marketing: The Time Is NOW, notes Guest Blogger

Social media is now ubiquitous. Usage of blogs, social networks, and video sharing sites is increasing rapidly and millions of people now look to social media websites as their primary source of news, opinion, and entertainment. As we witness this dramatic shift from traditional to social media, we believe it’s important to examine its cultural dimensions—that is, who is driving this shift, what are the cultural factors behind it, and what are the implications for marketers seeking to reach specific ethnic/cultural groups via social media?

We recently conducted an analysis of newly collected data to examine the patterns of social media behaviors of different ethnic/cultural groups in the US. The data comes from the Florida State University Center for Hispanic Marketing Communication with the support of DMS Research from a national online sample of nearly 2,500 people with approximately 500 cases in each of the following cultural groups: Hispanics who prefer English, Hispanics who prefer Spanish, Non-Hispanic Whites, African Americans, and Asians in the United States.
Ethnic minorities visit social networking sites more frequently than non-Hispanic Whites

We aggregated information to find out what ethnic/cultural groups are more likely to visit social networking sites. We found broad diversity in social media behaviors among different ethnic/cultural groups and that emerging minorities visit social networking sites more frequently than non-Hispanic whites.

Dedicate resources to proactively engage your audience with timely and relevant content

Ethnic minorities are turning to social networks to express themselves, connect with their culture and communicate with each other. To be successful, marketers must be open to engaging audiences with timely and relevant content that stimulates feedback and sharing. Engaging in meaningful conversations is the goal of social media marketing and doing so requires a deep understanding of needs, openness to negative commentary and dedicated resources. A social media presence is worthless if it lies dormant.

The time is now

Few marketers are proactively targeting ethnic minorities online and even fewer are leveraging social media to do so. A first mover advantage is available for those that devote the time and resources to engage these critical audiences in ways that they find meaningful. The fact is that we now have an unprecedented ability to reach and interact with ethnic minorities; and companies that deliver value to this segment today will be rewarded with the long term loyalty of this market.

Read the complete post The Multicultural World of Social Media Marketing

GUEST BLOGGER Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication at Florida State University, and Senior Strategy Consultant, Captura Group Dr. Korzenny is interested in the new Multicultural Society of the United States and how technology and marketing are changing in parallel. The questions he asks include: How do we market more effectively and with respect to emerging minorities? and How are emerging minorities behaving in a new technological landscape? Visit his blog Marketing Trends in a New Multicultural Society