reaching generations of hispanics media, marketing and communications presented by: carlos alcazar,...
TRANSCRIPT
Reaching Generations of Hispanics
Media, Marketing and Communications
Presented by:Carlos Alcazar, President & CEO – Hispanic Communications
Network
How fast is the market growing?
– 101,451 per month
– 139 per hour
From 2007 to 2012 there will be:• 1,217,413 new Hispanics per year
• 3,333 per day
Source: American Marketscape DataStream: 2008 Series
US Hispanic MarketDriving US Diversity and Growth
Source: American Marketscape DataStream: 2008 Series
US Hispanic MarketDriving US Diversity and Growth
Source: American Marketscape DataStream: 2008 Series
US Hispanic MarketDriving US Diversity and Growth
Hispanic Growth 2000-2008• Nearly 12 million additional
Hispanics• 34% growth• 50% of the total US population
growth
Into the Future…By 2050, Hispanics will represent over 30% of the total US population!
Population Changes & Projections 1940-2013
US Hispanic MarketCountries of Origin
Source: American Marketscape DataStream: 2008 Series
• Mexican origin Hispanics form the majority of Hispanics in the US (70.1%)
• Next are Puerto Ricans, Cubans, Dominicans, Salvadorians• The proportion of Mexicans is stable• Central Americans are increasing in proportion
US Hispanic MarketCountries of Origin: 5 States
Source: American Marketscape DataStream: 2008 Series
CA NYILGAFL
US Hispanic MarketHispanic Age Range by
Distribution
Source: American Marketscape DataStream: 2008 Series
Hispanics are the youngest population in the US.
Hispanic Media Worlds
Targeting Media for Effective Marketing
Hispanic Media WorldsHispanic Media Ad Spending
Hispanic Media WorldsStrengths of Hispanic Media:
TelevisionTelevision• Outranks English-language TV in increasing number of
markets• National & Local TV have highest viewership• 50% of Hispanic households have Cable TV; 33% Satellite
TV
Hispanic Media WorldsStrengths of Hispanic Media:
RadioRadio• 95% of Hispanic persons, age 12+ tune into radio each
week • Spanish Radio listenership continues to grow as general
market radio slows• Top formats: Mexican Regional, Spanish Contemporary,
Rhythmic CHR• Men are particularly high out-of-home listeners; women and
65+ in-home listeners
Source: Arbitron, 2007
Time Spent ListeningHours : Minutes per Week
Hispanic Media WorldsStrengths of NEW Media
Internet • Fastest growing segment of online users in the US• 60% of US Hispanics own a computer; 50% have Internet
access– Acculturated: 70%; 60%– Unacculturated: 50%; 40%
Hispanic Media WorldsStrengths of NEW Media
Cell Phones• Hispanics over-index in use
of cell phone functions
Pre-Paid Phone Cards• Audio and print branding• Used highly among Latino
consumers calling family in country of origin
• Hispanics in Washington, DC metro market place nearly 2 million calls per month via pre-paid phone cards
Hispanic Media WorldsStrengths of Hispanic Media:
Print and OOH
Magazines• Top Magazines
(ranked by advertising revenue): People en Español, Latina, Selecciones, TV y Novelas
Out-Of-HomeBillboards, Public Transit,
Store DisplayCoffee cups, napkins,
transit and sports tickets
Newspapers
• Diminishing but still strong
Why do issue campaigns fail even with strong public support?
No hablas en su idioma… and I don’t mean Spanish…
The Human Genome Project on radio
Vocabulary, environment, perspective, living condition realities
Acupuncture Marketing…
Deep and NarrowSegmented to determine what it takes to create the changeUse the influencers to make change where relevant “abuelitos, tios, familia”Make sure they will take actionAvoid empty threatsSelect your platformTV, Radio, Print, Online, Outdoor, Mobile, Guerilla Marketing
What are we watching in Spanish?
Desperate Housewives and Ugly Betty…every single night!!
Innovative Multiplatform CampaignsNHTSA Impaired Driving: TV, Radio,
Online, Mobile
Primetime TV Programming Integration
Original Short-Segment Programming
Radio, Online, SMS & Mobile Marketing
Spokesperson: Patricia Manterola
How can we get our target to mobilize to action?
Understand a variety of factors deeply:
Comfort zoneLifestyleBenefits outweigh the risks
Human Trafficking Challenge
Innovative Multiplatform CampaignsGang Prevention: TV, Radio, Print, Online
TV PSAs, News Packages & VNRs Print Ads
Website
Spokespersons:
Pedro Sevcec & La Secta Allstar
Keeping Kids Safe OnlineWhy can’t we just translate our English content?
And what about the English-dominant Hispanics?
Online Video – Webisodes
Viral Seeding
In-language
What does this mean to you?
Determine the size and growth rate of the Hispanic market
Understand the market (country of origin, demographic segmentation, cultural patterns, etc)
Seek professional advice
Beware of the “Bilingual Cousin Married to the Receptionist Syndrome”
Allocate appropriate budget
TransCreate… Don’t Translate
Do it because it makes business sense… not to check off a box
Integrated Communications Meets Cause Marketing in Fastest Growing Market
Segment
• National Radio Reach (248 Stations)
• Newspapers, Magazines & Custom Publishing
• TV Production & Programming
• Interactive (Web 2.0, Blogs, podcasting, mobile marketing)
• Outdoor
•Full Service Hispanic Communications Strategy “Marketing to Hispanics”
•Coalition-building with Hispanic-serving institutions
•Information & Referral Service Toll-Free Helpline
•Community Festivals & Grass Roots Work
Unique Social & Cause-related Marketing and Spanish Language Media
Network Programming and Platforms Media Relations, Marketing & Coalition Building
Serving niche clients: Government, Non-Profits, Trade Groups & Associations
National Radio Reach248 Radio Station Affiliates
•Weekly cume of more than 10 million active listeners
•AQH of 1,214,000
•Hispanic market coverage is 91.7%Winter 2007 Arbitron Report
•Six daily programs – Health, Financial Literacy, Education, Lifestyle, Environment, Civic Participatiion
•Two weekly programs –
•Immigration Call-In Show
•Political Analysis & Debate
•Online Streaming & Podcasts
Innovative TV Production & Programming Campaigns
We work with the leading Spanish-language TV networks to reach the broadest possible audience
Production and placement of targeted TV programming
Integration of messages and services in network TV programming
Distribution through closed-circuit TV networks, DVD’s and direct mail
Integrated Communications Solutions: Online, Newswire, Mobile, Out-Of-
Home & GrassrootsOnline• Online Programming & Packaging Content for the Web• Website and Web 2.0 Development• ConCiencia - Hispanic Health & Science Newswire Service
Mobile Marketing• Hispanics over-index in use of mobile phones• HCN launched first mobile content platform with proprietary SMS Short Code 52733 (LaRed)
Out-Of-Home Media• Outdoor: Billboards, Public Transit, Malls• NontraditionalGrassroots• Community Festivals• Toll-free Information & Referral Service
Print and Custom Publishing
HCN’s Affiliate Newspaper Network (100+
Publications)
• Weekly syndicated column “La Columna
Vertebral”
Newspapers, Magazines & Custom Publishing
• Design of advertisements for all print media
• Custom Flyers to Magazines
Some of our Clients
