Comments on crossculturalism: Selling Cats as Rabbits - Classic Hispanic Adverti...

I actually agree with you. It's far more com...

2010-05-23T10:28:54.466-07:00

I actually agree with you.

It's far more complex and varied than people give it credit for.

And that's my point.

As I've said before, marketing to Hispanics can be far more effective than to the Gen Market. But not if you oversimplify it.

To succeed you must apply rigor and pretty charts, or you're oversimplifying.

I have a theory. The problem with people who ana...

2010-05-23T09:12:28.506-07:00

I have a theory.

The problem with people who analyze from a non-consuming, non-committed perspective is that they are being blind-sided. They have not been exposed to the Latino marketing action taking place around them. They don't see it, they don't hear it. Whether in English or in Spanish, you and your numbers, underestimate it. Hispanic marketing is NOT directed at you so you can't respond to it, and your numbers do not encompass it - yet.

Latinos don't have to speak Spanish to respond to Spanish-language ads.

It's very interesting to find that non-Spanish speakers are selling time on Univision and Telemundo. And that non-Latino-product-consuming analysts are using their data to post charts about a market they have never "experienced".

Though language is not the necessary driver for all Latino consumer segments, it is definitely at the core of their "Hispanicity".

But I would say that language is not just comprised of words. In advertising and marketing, language is driven by images, and music.

General market consumers have no idea what's going on 'behind-the-scenes'. They don't see that their Wal-Marts, Home Depots, All-States and Fords aggressively marketing their products to Hispanics.

That is because general market consumers never access the Hispanic market vehicles-- Yet Latinos do watch American Idol, Grey's Anatomy, and Law & Order.

And little by little, the subtle signs of a more sophisticated marketing awareness is popping up on the three major networks, crossing-over beyond the Hispanic market vehicles... that is why an automotive advertisement portrays a soccer mom car-pooling a kid with a red t-shirt and his green-jersey-clad friend (or is it his sibling?).

Ni gato, ni liebre. We're all going hybrid!

Your pretty charts can't address the new reality. If you don't know who Hispanics are, then how can you possibly know what they do?

Maybe you are guilty of the same sins you point to.

Que te parece?

Yes Anonymous. That is the message. And I hope to ...

2010-05-20T17:07:14.299-07:00

Yes Anonymous. That is the message. And I hope to incite without offending. A ver que pasa!

Ken: unless I'm mis-reading what you are sayin...

2010-05-20T15:39:20.532-07:00

Ken: unless I'm mis-reading what you are saying, you are saying DO HISPANIC ADVERTISING, BUT DO IT RIGHT. Right?

I don't think thats such a bad message.

Your tone is meant to incite, though. And that's ok. but some will take offense. Ni modo!

Point taken sir. I mean no disrespect to those of ...

2010-05-20T14:11:02.012-07:00

Point taken sir. I mean no disrespect to those of us that are honest in our approach to selling the industry. I've been doing it for a few years myself.

I only mean disrespect to those who sell half-truths, because in the end, they bite us all in the butt.

If you approach your task with the professionalism and analytical rigor you insinuate, then hat's off!

And as my post indicates: Spanish can be extraordinarily effective when done right. As long as we are willing to aknowledge the consumer is not the same today as she was 20 years ago.

Saludos!

Ken, I'm not saying that your completely wron...

2010-05-20T13:56:16.369-07:00

Ken,

I'm not saying that your completely wrong, I am saying that there are other resources that do a better job at measuring ethnic media usage versus the sources you have chosen to quote in this blog. I am not arguing the point that we should consider all preferred media, despite language to reach Hispanics.

But I don't believe that your negative and distasteful way of positioning what you have heard a few ignorant sales people say, is representative of all of us out there. I've been in this industry for over 30 years and I've been very successful in delivering results for my clients via Direct Response Marketing in both the English-language media and the Spanish-language media, and it saddens me to see how the general advertising agencies continue to deny the changing demographics of this country.

Could there have been a classier way for you to prove your point? Maybe, could it have been as impactful, maybe not.

Targeting Hispanics, African Americans, Asians, through the right channels, despite language usage, should be the marketers first objective. But in no way should we believe that the existing resources and research tools are the end all to measuring your success.

Thanks Kent and aguafiestas! And to answer your qu...

2010-05-20T12:42:18.252-07:00

Thanks Kent and aguafiestas! And to answer your question Kent, just see the comment that follows your own: folks don't like it.

Unfortunately, too many businesses have been built on "Hispanics or African Americans should be treated as Silos." And when you start talking about blending them... about coming to a Total Market solution, those businesses get understandably upset.

And as far as MRI, Anonymous, the data is also Simmons, which supports my claims with n=7,000. Quite a solid sample size.

And just for kicks, I suggest you look at the latest AOL's 2010 Hispanic Cyberstudy, also with a solid n=2,000.

Their conclusion on page 23 is telling: 88% of Biculturals and 99% of US Dominants prefer messages in English. According to them, these 2 groups comprise 77% of all Hispanics in the US.

So, what data (data, not opinions) do you have that proves the contrary?

And you're right: Acculturation and Language Usage is not a segmentation. But it's a critical first blush at understanding trends in the marketplace.

Saludos!

It always amazes me to find so many experts in thi...

2010-05-20T12:07:11.614-07:00

It always amazes me to find so many experts in this industry. My favorite are those who claim to know the real truth and how their knowledge and intelligence is actually the real myth buster. The Hispanic market is one of the most complicated diverse groups to target. Language does not determine income and/or media usage it only broadens your choices. And like many targets, bilingual Hispanics have a plethora of media and entertainment choices.

The truth is advertising to Hispanics should be based on media usage not language, and Spanish media usage is a choice of the taste not income. So your math is based on assumptions and not sound research. And while MRI is a widely used General Market resource is not a staple for Multi-Ethnic research.

Wow. What a lucid, insightful, challenging and ho...

2010-05-20T10:53:30.745-07:00

Wow. What a lucid, insightful, challenging and honest post. This is among the best representations of the approach to the future of our country's diverse population that I've seen. There is no more black and white, no more multicult vs general market....borders melt away, identities meld and transmogrify......

I'm curious to know though, since nuance is not often met with understanding and acceptance, how are such messages being received?

Thank you for the break down, I was getting tired ...

2010-05-20T10:50:08.502-07:00

Thank you for the break down, I was getting tired of always debunking the myth for clients...como una verdadera aguafiestas!

Despite the unfortunate (and mildly disgusting) ca...

2010-05-19T19:45:11.419-07:00

Despite the unfortunate (and mildly disgusting) cat metaphors, you make some good points.

I've been pitched the $1 Trillion story as recently as last week. I knew something was fishy, but never dug in. Glad to know I was right.

I do have to say, though, what I've been doing with my brand in Spanish seems to be moving the business.

I think I'll start looking at the US Born groups as a target too.