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Similar to Latino Marketing: How Curacao, The Innovative and Trendsetting Retailer, Captures the Hispanic Market
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Latino Marketing: How Curacao, The Innovative and Trendsetting Retailer, Captures the Hispanic Market
- 1. How Curacao, the Innovative and Trendsetting Retailer, Captures the Hispanic Market Jerry Azarkman 2
- 2. How Curacao Started Leaving Israel after the Yom Kippur War, seeking the American Dream 3
- 3. Vision of the American Dream Nothing can stand against my will 4
- 4. The Value of $20.00 5
- 5. Finding the Niche, the Hispanic Market 6
- 6. Door to Door Sales Being in their Home 7
- 7. Learning their Language and Culture 8
- 8. The Importance of Family From their kids to the grandparents, family is very important 9
- 10. Get to Know Your Customer 11
- 11. Learning their needs in Products and Services 12
- 12. Finding Products that fit their Cultural Needs 13
- 13. Building a Value for our Customers 14
- 14. What will make them listen to you? 15
- 15. Speak to Their Heart Helping the Community • Community Assistance Programs • Tutoring Program– “Learn to Read – Read to Learn” • Community Events – “La Feria de los Niños” • Scholarship Programs • Toys for Guns Program • Image Commercials 16
- 16. Speak to Their Mind Creating a Value • Special Sales • Exclusive Offers • Traffic Builders • Gifts with Purchase • Direct Mail Hard Sale Offers • Hard Sale Commercials 17
- 17. What is important for this Community? • Being part of an organization • Credit • Membership Programs • Loyalty Programs 18
- 18. Building Loyalty with the Hispanic Market • Always deliver above their expectations. • Have in-house service for your products. • Specific Merchandising with high value designed for the Hispanic Market. • Internal Marketing for loyalty and membership programs. • Provide Gifts with Purchase. • Create a segmented customer base and create exclusive events by segments. 19
- 19. Building Trust with the Hispanic Market 20
- 20. 21 Understanding the Hispanic Market
- 21. Hispanic Concentration 1990 Source: Geoscape 2014 23
- 22. Hispanic Concentration Today Source: Geoscape 2014 24
- 23. Percent distribution of U.S. Hispanic Population by type of Origin (2010) Mexican 63% Caribbean 16% U.S. Hispanic Population by Type of Origin (2010) Guatemalan 2% South American 7% Other C. American, 2.5% Salvadoran 3% Other Hispanic 8% 25 Mexican/ Central American 70.9% Mexican 63.0% Guatemalan 2.1% Salvadoran 3.3% Other C. American 2.5% South American 5.5% Caribbean 15.5% Other Hispanic 8.1% Source: U.S. Census Bureau
- 24. U.S. Hispanic Population by Acculturation (2013) • HA1 (Americanizado) – English Dominant (nearly No Spanish) – Born in US and 3rd + generation – Few Hispanic cultural practices • HA2 (Nueva Latina) – English preferred (some Spanish) – Born in U.S. and typically 2nd generation – Some Hispanic cultural practices and often “retro-acculturate” • HA3 (Bi-Cultural Hispanics) – Typically bilingual (equal or nearly) – Immigrated as child or young adult – Has many Hispanic cultural practices • HA4 (Hispano) – Typically Spanish preferred (some English) – Immigrated as adult and in U.S. 10+ years; – Pre-dominant Hispanic cultural practices. • HA5 (Latinoamericana) – Spanish dominant (nearly no English) – Recently immigrated as adult (less than 10 years ago) – Primarily Hispanic cultural practices and identifies with home country more so than U.S. Hispanic. 26 U.S. Hispanic Population by Acculturation (2013) HA1 17% HA2 29% HA3 26% HA4 15% HA5 13% Source: Geoscape 2014
- 25. Hispanic Population by Acculturation per City San Francisco/ Oakland/ Hayward HA1 HA2 HA5 HA4 HA3 HA1 152,397 HA2 269,745 HA3 284,241 HA4 169,756 HA5 131,666 San Jose - Sunnyville - Santa Clara HA1 HA2 HA5 HA4 HA3 HA1 91,982 HA2 146,274 HA3 145,470 HA4 92,426 HA5 64,823 Fresno HA1 HA2 HA5 HA4 HA3 HA1 98,807 HA2 137,611 HA3 123,749 HA4 77,439 HA5 59,271 HA1 86,318 HA2 131,847 HA3 113,663 HA4 65,664 HA5 46,910 Stockton / Lodi HA1 HA5 HA4 HA3 HA2 HA1 56,493 HA2 87,148 HA3 82,065 HA4 36,348 HA5 27,752 Modesto HA1 HA5 HA4 HA3 HA2 HA1 42,587 HA2 71,707 HA3 67,901 HA4 29,663 HA5 22,198 Bakersfield HA1 HA5 HA4 HA3 HA2 27
- 26. South Gate Opened in 2000 28 Ethnicity Distribution Total Pop (5Miles) 853K Tot Hispanic: 733K Non Hispanic: 119K Acculturation HA5 H4 and H5 combined: 292,816 34.35 % of TOTAL Pop. 86.03 13.97 at 5miles Hispanic % Non Hispanic % HA1 HA2 HA3 HA4 Penetration (195K Accounts) 48%
- 27. Santa Ana Opened in 2006 29 Ethnicity Distribution Total Pop (5Miles) 722K Tot Hispanic: 379K Non Hispanic: 342K Acculturation HA5 H4 and H5 combined: 160,656 22.24 % of TOTAL Pop. 52.51 47.49 at 5miles Hispanic % Non Hispanic % HA1 HA2 HA3 HA4 Penetration (86.4K accounts) 12%
- 28. Anaheim Opened in 2007 30 Ethnicity Distribution at 5miles Total Pop (5Miles) 577K Tot Hispanic: 287K Non Hispanic: 290K Acculturation H4 and H5 combined: 103,804 17.98 % of TOTAL Pop. 50.35 49.65 Hispanic % Non Hispanic % HA1 HA2 HA3 HA4 HA5 Penetration (43.4Kaccounts) 8%
- 29. Advertising 31
- 30. Television and Radio • Novelas and Television Hosts are big in the Hispanic market, using their talent will create a buzz for your business and bring an endorsement. 32 Gabriel Soto Actor Don Francisco TV Host: Sabado Gigante Penelope Menchaca TV Host: 12 Corazones Jenni Rivera Singer Edgar Vivar Actor
- 31. Segmentation and Direct Mail Create Segmentation models on your database. • Demographics – By Country – By Acculturation – By Credit Utilization – By Behavior – By Appeal to type of Product – By Membership or Credit Level – By Date of last purchase 35
- 32. Measure your Response 5.0% 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Mother's Day Father's Day Main Xmas 2011 2012 2013 36
- 33. Social Media and Digital Marketing 37
- 34. US Hispanics are Google Users 38
- 35. TV is an effective Trigger Search
- 37. Hispanics maximize Mobile Media • 93 % of US Hispanics use a mobile device regularly. • 53% of US Hispanics use search engines to shop for and gather information on products. Source: Google 2010, Hispanics 2010. October 2010
- 38. Use all types of Digital Advertising at a fraction of the cost of traditional Advertising • Facebook • Twitter • YouTube • Pintrest • Instagram • Text Messaging • Email • Search Engines • Mobile Applications • Social Media Applications • Online Reviews & Ratings • Blogs • Forums
- 39. Make sure you are Rated Correctly 43
- 40. Be Trendy Don’t be afraid of change 44
- 41. Why Companies need to Re-Brand? From inside and out 45
- 42. 46
- 43. Questions? 47
- 44. 48