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Marketing to American Latinos: A Guide to the In-Culture Approach (Parts I & II) What makes marketing to a Latino target market different than doing business with other cultural groups? Latino marketing, says writer and researcher Isabel Valdes, means marketing "in-culture," and few people would know better than she. Her years of experience working with this important segment – which boasts $400 billion in purchasing power – have made Valdes a reliable authority on its defining characteristics and drives. In Marketing to American Latinos, Part I and Part II, she provides abundant practical information on the intricacies of Latino marketing. With data from the AC Nielsen Homescan Hispanic panel, she analyzes the spending patterns of the Latino market both in Spanish-preferred and English-preferred spheres. Her grasp of the acculturation process this market segment is undergoing is evident in all parts of both books' far-reaching discussions. Marketing to American Latinos, taking into consideration many products and services over a range of industries, examines the "when and where" of Latino spending to present a complete and very valuable picture of behaviors within an essential target market. Detailed case studies of successful campaigns like those of American Honda, JCPenney, or the California Mercury Dealers Association illustrate points. Approximately 50 charts and tables are presented on a companion CD-Rom. Named by American Demographics magazine as the "21st Century Star of Multicultural Research," Valdes shares ways of segmenting the Latino population and shows how marketers can become more effective by narrowing their focus. She emphasizes that Latino families defy the stereotypes that have grown up around them. Few are agricultural workers; 92% live in metropolitan areas. While many are underprivileged, 50% have household incomes of $28,300 or more. Valdes's writing is also very helpful in pointing out the snafus that poorly informed marketing professionals can make in targeting the Latino market. Many situations portrayed in advertisements – a young Latina drinking alone, for example – may have a negative subtext for Hispanic consumers. Language can be a stumbling block, too. A well-known airline once tried to lure passengers, for example, with the phrase "Sentado en Cuero." While intended to indicate the comfort of the airline's leather seats, this phrase – translated directly from English – apparently encouraged Spanish-speaking consumers to "sit naked." This book is nothing less than a peek into the lives and concerns of the Latino market. Those who target this increasingly powerful market segment will find the recommendations of Isabel Valdes indispensable in designing advertisements, slogans, logos, marketing campaigns and branding strategies. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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