cultura ambidextrous: the acculturation of a new america - by joe ray
TRANSCRIPT
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#CulturaAmbidextrous
@thecollectivo
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About Collectivo:
MARKETING COMMUNICATIONS COLLECTIVE Collec'vo is a newly launched Phoenix area group created to fill the gap of networking events among La'no marke'ng and communica'on professionals. The group meets on a bimonthly basis to learn from industry experts about Hispanic marke'ng topics.
Our Mission
To create a vibrant, networking community for marke'ng and media professionals interested in the Hispanic market by providing free, bi-‐monthly educa'onal events with discussions and interac've training from industry experts in the field.
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Eric Diaz Joshua Molina Christian Henriquez @JoshuaMolina @EDiaz33 @Mr__Christian
The Founders
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• 2x 90 day TOP Memberships
#CulturaAmbidextrous @thecollectivo
Business Card Raffle
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The Acculturation of a New America March 18, 2015 I The Office Pile/Collectivo Joe Ray,VP of Multicultural Strategy LaneTerralever.com
Cultura Ambidextrous
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Cultura Ambidextrous
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“A Latino in the U.S. lives in and inhabits your [non-Latino white] world on a day to day basis. However, it’s unlikely that you live in or inhabit their world.”
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Culture
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Ambidextrous
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Equally adept in use of left &
right hands.
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Lefty?
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Lefties more likely to
develop right hand skills…
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than righties are to develop
left hand skills.
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Latino Mainstream
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Code Switching
Bouncing between culture, language, behaviors, etc. Breaking expectations along the way.
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Economics
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54 Million US Latino population
17% of US population
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30% Of Arizona population is Latino
More than 2 million
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31% Phoenix population that is Latino.
Growing at a rate faster than any other ethnicity.
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$1.5trillion 2015 forecast
$2 trillion by 2020
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$46 billion Estimated AZ Latino purchasing power in 2014
$50 billion in 2015 in AZ
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$1.07billion Spent on motor vehicles & parts
$1.02billion On “Other Entertainment”
Phoenix Latinos in 2012:
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Los Millennials
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Nearly1/3 under age 15
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25years AZ Median age for Latinos
For Whites it’s 45years For African-Americans it’s 32 years
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31% Of U.S. Latinos are age 25-44
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800k Latinos turn age 18 every year.
50k Latinos will turn 18 each month for next 2 decades.
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https://www.youtube.com/watch?v=caRwIqUXH54
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Ambidexterity & Navigation
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Bicultural first.
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Bilingual second.
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pop-culture Music, TV, Movies, Sports, Video Games
Know American
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Comfortable with English
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Heavily Influenced by Latino culture
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Lent
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Cuaresma
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Life through a Different Lens
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“ ” One of the biggest challenges for marketers is not enough content that is culturally relevant, citing importance of why agencies and brands have to start content marketing campaigns targeting the Hispanic population almost from scratch by creating the content.
Mobile Media Summit during NYC’s Advertising Week, September 2014
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Content Not enough relevant content for Latinos in either language. Who’s writing it?
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Latinos & Blacks have different perceptions of
the media and how it does/doesn’t portray them.
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Different in content
consumption.
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Spanglish: El Bad Boy de Linguistics
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Why? Because we can.
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Linguistic fusion
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https://www.youtube.com/watch?v=zOKZtrwKW1U
Video by AT&T
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https://www.youtube.com/watch?v=_sgCI2Jxpgo
TV spot by Honda
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Why? Because we listen.
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Spanglish Know 2 languages. Know the rules before you break them. Know your audience. Keep it simple. Don’t overly mix/match. Is it appropriate? Use humor.
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Bilingual Maybe this is a better approach. Messaging reinforced.
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Reaching the Ambidextrous
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Biculturals Will have a few more interests. Like someone who can use both their left and right hands.
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Spanish Important in our lives, even if English is more prevalent.
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Language It’s a tactic. Not a strategy.
Don’t directly translate.
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In-Culture As opposed to language.
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One Size Doesn’t Fit All
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Make sure you engage the audience with your brand, and do so with relevant content and messaging. Look through a different lens. Can you tell them the story?
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§ Be sure to align with your overall business strategy
§ Have good understanding of customer segments
§ Do your research & test § Begin w/ ethnic insights in mind
And remember…
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Thank you.
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? ?
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Joe Ray VP of Multicultural Strategy [email protected] 602-567-1825 LaneTerralever.com
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#CulturaAmbidextrous @thecollectivo
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• 2x 90 day TOP Memberships
#CulturaAmbidextrous @thecollectivo
Business Card Raffle
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#CulturaAmbidextrous @thecollectivo
¡Gracias!