Hispanics:
In-Culture Marketing to Reach the Fastest-Growing
Youth Culture in the U.S.H
QRCA
VIEWS
FALL 2005
M. ISABÉL VALDÉS
It is estimated
that, by 2009, nearly one person out of every six
living in the U.S. will be of Latino origin and that
these people will control $992 billion in spending
power, up from $686 billion in 2004. For marketers
aiming at this increasingly important Hispanic market
target, "in-culture" is highly effective.
Latino
Business Leadership Awards
Eduardo
Rallo of Pacific Community Ventures and consultant
Isabel Valdés are two leaders changing the
face of business and boosting the community.
San
Francisco Business Times
October 2005
Marketing
approach keeps soul and heart in sight
Isabel Valdes
Title: Author, CEO
Company: Isabel Valdes Consulting
Education: M.A., Stanford University in communications
and education
Age: 56
Any company can translate
a billboard or web site or radio commercial into Spanish,
but it doesn't Valdes mean the targeted audience is
going to respond.
Hispanic
Market New Toast of Wine Industry
HispanicBusiness.com
April 27, 2005
Carolyn Jung
For decades, Latinos
have picked the grapes for world-renowned Napa Valley
wines. Now, they are being courted by those same wineries
as the newest generation of wine drinkers.
There are bilingual
wine labels, a Spanish-language winery tour, wine
promotions at Latino markets, Latino cultural events
sponsored by wineries and a Spanish-language radio
program on food and wine.
Las
Claves del Marketing Cultural
El
Mercurio
Viernes 31 de diciembre de 2004
Extracto de la charla
dictada por Isabel Valdés en el seminario de
Acop, denominado Marketing Inmobiliario ¿Arte
o Ciencia?
¿Es mi propiedad
o producto atractivo para todos mis compradores nacionales
o internacionales? La pregunta la realizó la
profesora de la Universidad de Stanford, Isabel Valdés,
hace ya varios años. Las conclusiones a las
que llegó están plasmadas en varios
libros de su autoría. Uno de ellos titulado
"Marketing to American Latinos", rescata
una variable importante a la hora de ofrecer un producto
a determinado segmento: el aspecto cultural.
The
race is on to win America's Hispanic consumers
By
Malcolm Beith
Newsweek International
Nov. 22 issue
Nov. 22 issue - Four
Latinos—a Dominican, a Mexican, a Cuban and
an Argentine—walk up to the bar. Each asks for
the best beer in the house in his own colloquial Spanish,
and the bartender—the maestro de idiomas,
or master of languages—serves up Heinekens.
No, this isn't the beginning of a bad joke; it's one
of the hottest Hispanic ads of the year, lauded as
a masterpiece in marketing circles for its ability
to appeal directly to distinct Latino subgroups in
the United States. "It celebrates the differences,"
says Tony Ruiz of the New York-based Vidal Partnership,
the ad agency that produced the spot. "It gives
consumers a chance to see themselves, and connect
on a higher level."
Puente
entre culturas
Published:
diciembre 2003
Source: Revista ParéntesisTexto: Kanky Vial
Fotografía: Rodrigo Sánchez
Archivo: Isabel Valdés
Considerada una de
las empresarias latinas más importantes de
Estados Unidos, esta chilena desarrolló el
"marketing in culture”, nueva metodología
que ha permitido incorporar al cada vez más
potente mundo latino, con sus diferencias, en el melting
pot norteamericano. De paso por Santiago, recomienda
una estrategia comunicativa integrada para Chile:
que en su imagen país subraye los mismos mensajes
básicos. “Sería beneficioso para
todos los interesados y para Chile en el largo plazo”.
Pepsi
Co. Advisory Board
Published:
2003
Source: Pepsi C. Annual Report
To help build our
competitive advantage, we continually seek the views
of individuals who can provide unique perspective.
We’ve created Advisory Boards to actively consult
on various aspects of our business.
Marketing
to Latinos: A Guide to the In-Culture Approach
Published:
November 4, 2003
Source: Corporate Observer - Book Review
Is the latest book
by M. Isabel Valdés as she revisits the spending
patterns on individual products, as well as analyzes
where Hispanics spent their retail dollars. Ms. Valdés
shares four different ways of segmenting the Hispanic
market. With the benefit of Census 2000 data, the
second part of this series segments the Hispanic population
based on age, acculturation and language, country
of origin, and by generation. Included in the book
are many new case studies from a variety of different
industries, a list of 100 best web sites for targeting
Hispanics, and a formula for creating an integrated
marketing communications strategy for this important
market segment.
Anna Escobedo Cabral,
president and CEO of Hispanic Association on Corporate
Responsibility said, “I guarantee that Isabel’s
latest book will become the bible for any marketing
or communications professional looking to successfully
penetrate the Hispanic market.”
This book can be
purchased in most book stores or over the internet.
Census shows businesses
can’t afford to ignore Hispanic market
Published:
Winter 2003
Source: Urban Call
The 2000 Census brought
Latino consumers’ center stage with big fanfare.
No longer can any business afford to ignore this prominent
consumer group. For more than 40 years, a significant
number of emigrants from every country in Latin America
have become active members of the U.S. consumer market.
In less than 40 years, the Hispanic market has more
than quadrupled in size, a trend that is projected
to continue for a long time. Between 1960 and 2001,
the number of Hispanic consumers in the continental
United States increased from 6.9 million to 35.3 million,
representing 12.5 percent of the total U.S. population.
M.
Isabel Valdés
Niche: Hispanics
Published:
April 2003
Source: America Demographics Magazine
In the February 2003
issue of Vanity Fair, a reader asks advice columnist
Dame Edna whether she should learn Spanish.
"People say
that everyone will be speaking Spanish in 10 years,"
she writes. Dame Edna's advice: "Forget Spanish.
Who are you really desperate to talk to? The help?"
lf Dame Edna's response was meant to be humorous,
M. lsabel Valdés didn't find it at all amusing.
A
Legacy of Leadership
Published:
2002
Source: Latina Style Magazine
The National Hispana
Leadership Institute (NHLI)15th Anniversary Celebration
at Walt Disney World in 0rlando was a memorable event.
Latinas from every corner of the nation came last
November to celebrate 15 years of accomplishments,
struggles, friendship and inspiration.
Memo:
ELECTION 2002
Published:
Friday, October 4, 2002 Edition: Morning Final Section:
Front Page: 1A
Source: BY EDWIN GARCIA, Mercury News
In his latest campaign
ad on Spanish-language television, Gov. Gray Davis
mingles with Latino college students as an announcer
describes the governor as a ''best friend'' to the
children of immigrants.
You'll never see
the ad on mainstream television. The ad focuses on
a bill Davis signed last year that allows some undocumented
immigrants to pay the same tuition as legal residents
at state colleges, a law that isn't as popular with
the general public.
Lack Of Trust Cited in
Tropicana Deal Latino. Merchants Say San Jose City
Officials and Their Community Lack a Good Working
Relationship, Which Led to Problems in Renewal Talks.
Published:
Tuesday, July 2, 2002 Edition: Morning Final Section:
Local Page: 1B
Source: BY EDWIN GARCIA, Mercury News
When San Jose's redevelopment
agency stepped out of its downtown comfort zone and
entered the East Side with a plan to renew the dilapidated
Tropicana Shopping Center, officials boldly predicted
approval within weeks.
Instead, it
took the agency eight months: an eight-month course
in Latino culture and community. What the agency addressed
as typical politics turned into a cultural minefield
when the shopping center's Latino merchants and their
supporters, particularly immigrants, deemed the agency
untrustworthy. The mistrust was fueled not so much
by the issue at hand as by previous encounters with
city bureaucracy.
Marketing
To Hispanics:
A Report
On The Pharmaceutical Industry
Hispanic
Market Weekly
February 25, 2002 Volume 5 Issue 9
The Realization.-
Pharmaceutical companies have long marketed their
over-the-counter (OTC) products to Hispanics. Now,
the latest census figures and new data on Hispanic
purchasing power are making pharmaceuticals realize
it's time to develop strong advertising strategies
to sell their prescription drugs to the Hispanic population,
as they have been doing for the past five years in
the general market through direct-to-consumer (DTC)
advertising.
NBC
peacock takes Spanish lesson
Network
sees Hispanics as viewers, not strangers
Arizona
Republic
Oct. 30, 2001
Here is an interesting
factoid.
If you include Puerto
Rico, factor in phenomenal recent growth and the census
undercount, the United States has become the second-largest
Hispanic nation in the world, surpassing both Colombia
and Spain...
Managers & Managing: Business
in U.S. Hispanic Areas Is Resilient Amid Slowdown
--- Population Boom Fuels Above-Average Growth in
Income --- Demographic Trends `Can't Be Squashed'
by Economic Downturn
By
Eduardo
Porter
The
Wall Street Journal Europe 32
(Copyright (c) 2001, Dow Jones&Company, Inc.)
Retail sales
in the U.S. are down, consumer confidence is depressed,
and most economists agree the country is in or near
a recession. But at Ramirez Ford, business is booming...
Peeling Back The Onion.
(The business community's growing knowledge of the
Hispanic market can be likened to peeling an onion)
By
KEN
GREENBERG
10/08/2001
Brandweek
4
Copyright 2001 Gale Group Inc. All rights reserved.
COPYRIGHT 2001 VNU Business Media
Marketers get closer
to understanding the segment with each layer.
When Isabel Valdés
came to the United States in 1974, her first trip
to a grocery store proved overwhelming and potentially
problematic. She saw numerous products that she didn't
recognize, including salad dressing. "It looked
like 'gomina,' a type of gel I would see people using
on their hair back home, so I thought it was some
type of hair product," she said. In her native
Chile, salad is a popular dish, but dressing is virtually
unheard of--oil and vinegar or lemon are more customary
toppings. Today, Valdés and her family have
become frequent salad dressing users and she's become
a much sought-after consultant to companies trying
to understand and serve the Hispanic market...
Translating for the Hispanic
Market
By
LAFAYETTE
JONES
09/01/2001
Promo
Habla Espanol? Do
you know the best way to reach the booming Hispanic
market? If you think it involves more than getting
a handle on Spanish, you're right. Tapping the best
marketing and promotion techniques, getting a good
media mix, learning about in-culture marketing, and
understanding acculturation are all key...
P&G and Hispanics Moving Ahead
With "Avanzando con tu Familia''
CINCINNATI--(BUSINESS
WIRE)--Aug. 3, 2001--Procter & Gamble:
Valuable Discount
Coupons and Other Offers to Reach Up to 4.8 Million
Homes in Hispanic Communities Throughout the Year
The Procter &
Gamble Company announced a new stage in the "Avanzando
con tu Familia'' (i.e., helping your family to get
ahead) program with the launch of a monthly Free Standing
Coupon Insert (FSCI) program especially designed
to benefit Hispanic families...
Call it 'kid-fluence' Junior
tells the parents what car to buy; advertisers drool
By
Marci McDonald; Marianne Lavelle
U.S. News & World Report
07/30/2001
It's commercial-break
time on Nick Jr., the Nickelodeon network's morningprogramming
block for the preschool set. An unaccustomed adult
viewer braces for the usual: rambunctious pitches
for impossibly adorable dolls and improbably colored
food--green ketchup, blue applesauce, and Rugrats-shaped
macaroni. But the commercials unfolding on the TV
screen aren't for the kinds of kid fare that routinely
turn a trip to the mall or grocery store into a whining,
tear-stained bargaining process. No, these ads look
more like they might have mistakenly strayed onto
Nick Jr. from the nightly news or business report...
Tasting Profits With a Latin
Flavor; 'Dulce de Leche' Joins the M&M Family
as Hispanic Favorites Go Mainstream
By
Sabrina Jones
Washington Post Staff Writer
07/15/2001
The Washington Post
M&M's have officially
gone Latino. And that's fine, because so many other
products have too...
HISPANICS SPEAK OUT; STUDY MEASURES
HOW ACCLIMATED THIS ETHNIC GROUP IS TO FROZEN FOODS
-- ENGLISH-LANGUAGE HOUSEHOLDS BUY MORE, STRICTLY
SPANISH SPEAKERS LESS.
By
BARBARA MURRAY
07/02/2001
Supermarket News 23
Copyright 2001 Gale Group Inc. All rights reserved.
COPYRIGHT 2001 Fairchild Publications, Inc.
ACNielsen, Schaumburg,
Ill., has done a two-pronged study showing that, contrary
to popular food retailer opinion, Hispanic shoppers
buy more of certain frozen products than do the general
market shoppers. In addition, delving more deeply
into Homescan results, the study shows that, in general,
the more acculturated they are, the more likely Hispanics
are to purchase frozen foods...
Hispanic teens set urban
beat:
Newfound
pride breeds confidence; non-Hispanic friends brush
up on Spanish
By
Jeffery D. Zbar
Advertising Age
June 25, 2001
If marketers want
to discover what's one of the hottest emerging segments
among U.S. consumer groups, they need just look in
hospital maternity wards, grade schools and streets
in Northern and Sun Belt markets. Almost one in five
children born in the U.S. today is of Latin American
descent, and more than half of all children born in
Los Angeles alone are born to Latino mothers, says
Isabel Valdés, chairwoman and founder of cultural
marketing research company Santiago Valdés
Solutions, San Francisco...
Census to change TV ratings:
Nielsens will reflect more Hispanic viewers.
06/06/2001
The Dallas Morning News
Byline: Dianne Solis
The decennial census
will soon provide Spanish-language broadcasting something
it craves: fatter ratings points and respect...
A giant is waking
©2001
American City Business Journals Inc.
April 6, 2001
The U.S. Census Bureau
recently released a report that appears to bolsters
the San Antonio area's economic prospects for the
future.
The report demonstrates
that Bexar County, with a population of 757,000-plus
Hispanics, is among a select group of cities nationwide
that is riding the crest of an emerging wave of economic
vitality. That wave is being powered by the dollars
and cents generated by Hispanic-owned business...
Habla English?
By
Rebecca Gardyn
©2001 American Demographics, April 2001
April 2001
The next generation
of Hispanic youth intend to keep a foot in both cultures.
If marketers want to reach these young consumers,
they'll have to do the same...
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