Abasto Magazine

Bonus English Juan Tornoe is an expert in marketing and advertising based in Austin, Texas. His blog, juantornoe.blogs.com, has become an indispensable tool to understand the Hispanic market. You can contact him at jgtornoe@hispanictrending.net Not all Hispanics are Juan Tornoe Alejandro Ramirez, 19 years old, Mexican-American, bilingual (but much more proficient in English), second generation (born in the U.S. from immigrant parents), lives with his parents in Petaluma, CA, who come from lower- middle class families in Torreon, Cuahuila. His family’s annual household income is $80,000. Although born and raised in the U.S. and quite familiar with the cultural landscape, his parents have nurtured a strong love for Mexico, ensuring that he understands his family’s roots. Fernando Zachniuk, a 43 years old Argentine, moved to the U.S. 10 years ago to start a business, bilingual but much more comfortable using Spanish, he rents a condo in Boca Raton and comes from an upper-middle class Russian-Jewish family who migrated to Buenos Aires during the early 1900’s. He’s dating a Cuban-American single mother of one and their annual household income is in the low $200,000’s. While he really enjoys the amenities and comfort America has to offer, he is still an Argentine at heart. Would you market to them the same way? Exactly. The Latino community is so diverse, that if you try putting all of us inside the same box, it will still be quite challenging to effectively and efficiently convert a your Hispanic target audience into loyal customers. You need to be aware of variables that influence Latinos, both as distinct groups and as individuals. Here, in no particular order, are some of the traits to consider when identifying the group (or groups) of Latinos on whom you will focus your marketing efforts in order to tailor a message that resonates with them: Consider Alejandro and Fernando: Country of origin, heritage There are many differences between Hispanics, depending upon the person's country of origin or heritage: Food and music preferences, as well as the Holidays they celebrate are some of the most obvious. The actual words they use to describe persons, places, actions and things can vary immensely as well. Language preference What is the actual language that your target group prefers? Do they usually speak and read in English or Spanish? Are they fully bilingual or closer to either end of the English- 50 - Marzo/Abril 2011 Spanish language spectrum? This is of utmost importance when developing your message. Will you talk to them exclusively in English or Spanish? Will you talk to them in both languages? Will you utilize Spanglish? Generation It is a completely different worldview depending how far away, generationally, Hispanics are from their country of origin/heritage. First generation (foreign-born) Latinos have experienced life outside the U.S., have gone through the immigration experience, and to different degrees, have embraced or become acquainted with living in America. Second generation Latinos encounter a mixed experience, being born and growing up in the United States, but brought up by immigrants and thus heavily exposed and influenced by their parents’ culture. Finally, Latinos who are third generation and beyond are the sons and daughters of U.S.-born parents. They are very much influenced by the general market, but still connect to their roots through the values, traditions, and culture passed on by their parents and grandparents. Place of residence Latinos living in different parts of the country have completely different life experiences. It depends on the size of their city or town, its demographic composition, and how much or little interaction they have with fellow Latinos. Hispanics living in Los Angeles, Houston, Miami or New York have a vastly different experience and easier access to all things Hispanic than if they reside in Boise or Billings. Socio-Cultural level In most cases, foreign-born Latinos obtain a higher income level and greater buying power than they experienced in their home countries. Still, even while their wallets or bank accounts tell one story, their buying habits and overall lifestyles could tell a different story. Their mind-set may cause them to retain financial habits learned in the past, meaning they may be spending less than their buying power would indicate. In other cases, immigrants may arrive in the U.S. with a high socio-cultural and economic level and broader world-view, which creates a completely different set of needs.

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