The New Era of Marketing to Latino-Americans

THE NEW ERA OF MARKETING TO LATINO-AMERICANS

Latino-Americans are

Record level of Latino voters drastically shaped the 2012 Presidential election

Fastest growing ethnic minority in the U.S.

One in two people added to U.S. population is Latino

Latino-Americans constitute over half the population in major U.S. cities like New York and Miami

Latino-Americans collectively own 44% more businesses than 10 years ago

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more empowered thanever before:

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THE NEW ERA OF MARKETING TO LATINO-AMERICANS 3

There’s no doubt Latino-Americans are shaping the U.S culture.

As such, marketing to this demographic has never been more important – or complicated.

THE NEW ERA OF MARKETING TO LATINO-AMERICANS

The Litmus Test for Marketing to

Latino Americans

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ask yourself “what’s hispanic about that?”

THE NEW ERA OF MARKETING TO LATINO-AMERICANS

The Litmus Test for Marketing to

Latino Americans

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If the answer is immediately apparent,it may be the wrong approach.

Today, Latino cultures are so intertwined with U.S. culture,

they have reached a point where cultural lines have blurred.

We don’t market differently to groups such as Italian-Americans, so

why do we still do so for Latino-Americans?

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 6

If singling out Latino-Americans as different is the wrong approach, should we, as marketers, ignore the demographic? Of course not.

THENEW ERA

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 7

The solution lies in appealing to the nuances

and sensibilities of Latino cultures and lifestyles.

It’s not about defining the consumer, it’s about relating to them.

There’s a fine line between custom tailoring a

message and segregating or isolating a consumer, and it’s through understanding a

culture’s undertones – not obvious generalizations - where you truly connect with consumers and

build trust.

THENEW ERA

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 8

The oldest method of marketing to Latino-Americans was simple – language. Spanish was the low-hanging fruit, but today, translating a marketing message from English to Spanish is no longer enough.

storiesYes, in some instances, language is still a utility for delivering the marketing message, but the

sounds& identity are how

we build connections

THENEW ERA

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 9

Troika recently launched the first Spanish-language regional sports network in the U.S., Time Warner Cable Deportes, and had the opportunity to implement these philosophies first hand. The network launched simultaneously with its English-language counterpart, Time Warner Cable SportsNet, both of which hold exclusive rights to air Los Angeles Lakers and Galaxy games.

Time Warner Cable DeportesCase Study

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 10

Time Warner Cable Deportes

We had the unique, and overdue, opportunity to empower the Latino-American sports fan by

creating a highly localized experience.

Case Study

It was essential that we created

a brand that communicated that

the Lakers and Galaxy were

How we delivered this brand message was through subtleties in tone & manner – an exploration led by Troika’s Hispanic Marketing Strategist Francisco Letelier.

their team.

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 11

Time Warner Cable Deportes

The biggest dilemma came from whether to create

Case Study

brand in two languages

We decided on the latter, aiming to delineate the two networks, but not enough to make

either audience feel as though they are being treated differently.

1 distinctbrands2

or a mix

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 12

Time Warner Cable Deportes

The logo and design concept,

Case Study

Latino audiences are typically more concerned with the raw emotion of the game (see ), while Americans tend to

“Cover Story”anchored the creative behind both networks. However, it was through understanding of how each demographic consumes sports content that separated the Time Warner Cable SportsNet and Deportes experiences.

GOOOOLLLLL! show more of an appetite for facts and statistics throughout a game. As such, game coverage, graphics, and in-game storylines were developed specifically to cater to these interests.

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 13

Time Warner Cable DeportesCase Study

Music also exemplifies the networks’ subtle delineations. The same musical score was created

for Time Warner Cable SportsNet & Deportes.

However, SportsNet’s music package was rooted in

while Deportes’ music emphasized

horns and trumpetsstringinstrumentsAfter writing to dozens of tracks, it became apparent to us that when building the Deportes score, subtle hints of traditional Latin American music come across as more authentic than, say, something as obvious as a Mariachi.

THE NEW ERA OF MARKETING TO LATINO-AMERICANS 14

THE SAME, BUT DIFFERENT

From 2000-2010

The U.S. Latino population rose

– that’s a larger population than any Latin American country other than Brazil and Mexico.

43%to over 50 million people

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It’s time to market to Latino-Americans in a new way; the same, but different.

Clearly, Latino-Americans have a strong influence on American culture, and

marketing to this demographic by highlighting obvious differences can feel

unauthentic, and borderline ignorant.

THE SAME, BUT DIFFERENT

About Troika Troika is a brand consultancy & creative agency specializing in

entertainment media. Based in Los Angeles, the agency has

worked with top entertainment clients around the world, including

ABC, FOX, The CW, Canal+ Group, ESPN, Time Warner Cable,

EA Sports, Rogers Communications, and NBC Sports.

Troika is actively engaged in building brands throughout the

domestic and international Latin American market – from

brand strategy through to design and production. The agency

recently developed a new logo, brand identity, and launch

campaign for Univision’s rebrand of Telefutura to UniMas, and

created the brand positioning, tagline, logo, brand identity, and

launch campaign for Televisa’s GalaTV – formerly Galavision.

The agency has partnered with Telemundo, Turner Latin

America, Globosat, Discovery Latin America, Time Warner

Cable Deportes, TV Azteca, and Mun2.