| Before every exam he gave us, a professor of mine | | | | that used for the general market. However, two |
| would repeat his mantra: "read the question, answer | | | | essential factors must be considered as part of the |
| the question." His intent was to remind us of the basics: | | | | data collection among Latino consumers: nationality and |
| When he wrote the question, he was looking for | | | | respective cultural background. |
| specific information. The question is designed to trigger | | | | Nationality |
| a specific response, answer it in the context in which it | | | | We can get by saying that, for the most part, Latin |
| is being asked. | | | | American consumers share a similar experience |
| When it comes to brand advertising there is no | | | | pre-independence. From that date forward, however, a |
| difference; everything is designed to generate a | | | | unique identity emerges regarding political and |
| desired response from a targeted group. Respond to | | | | economic development of each country. The latter |
| our request, buy our "widget". When we refer to Latino | | | | making a significant impact on demographic and |
| advertising, the principal is identical, but the question | | | | socio-cultural characteristics which affect the thinking |
| request must be formed with the cultural market | | | | process of each individual. |
| segment in mind. The question or in this case the | | | | Cultural Background |
| proposition has to be drafted differently to get the | | | | One of most relevant facts to unveil among Latinos is |
| same expected response as the general market. | | | | their cultural background as a factor of differentiation |
| Consider the beer market in which we are bombarded | | | | from one person to another depending on the country |
| by ad messages regardless of the brand. How do we | | | | of origin. |
| create meaning that can connect with the targeted | | | | This cultural background is influenced by localized |
| Latino audience? Think about a TV ad you must have | | | | environmental elements, such as: |
| seen, remember the commercial in a Latino nursing | | | | Arts: music, literature, painting, dance and cuisine |
| home, a Latina old woman watching a Latino soap | | | | Myth: Folklore, legends, rituals and celebrations |
| opera? You see her picking up a beer and the brand | | | | Language: Colloquial versus academic Spanish |
| of it, she drinks it and after her grand son leaves, she | | | | Visuals: Colors, dressing codes and symbols |
| turns young and starts dancing to Latino music. The | | | | This is what Latinos follow in their country of origin, |
| context of the commercial is Latinized through Latin | | | | which in marketing, we refer to as an "experience," |
| Americans celebrating, speaking in Spanish jargon and | | | | something of their own that can't be replicated and/or |
| wearing Latino clothing, while you're seeing the beer | | | | blended with another Latin American society. |
| brand and its motto in Spanish at the center of the | | | | Cultural Elements in the Latino Consumer's Branding |
| screen. The commercial symbolically recreated a | | | | Process (Diagram not included in this article). See |
| magical moment, something called in Latin American | | | | bullets below. |
| literature "magic realism," in which myth comes live. The | | | | Nationality |
| commercial ends, with the old woman, now an | | | | Cultural Background |
| attractive Latina saying "señorita, no | | | | Customs |
| señora" and holding the product: beer. | | | | Thought Process |
| In one minute, the commercial captures the targeted | | | | Customs |
| audience by recreating a moment unique to Latinos | | | | Life is filled with customs and rituals, patterns of |
| through a mythical cultural experience which the | | | | behavior and interaction that are learned and repeated, |
| consumer identifies with regardless of the country. | | | | something historical that is passed from one generation |
| You see! The most successful ad campaigns identify | | | | to another. When Latinos immigrate to the US, they |
| the cultural segment to which the targeted audience | | | | bring these customs with them. The most successful |
| belongs. They create promotional pieces that resonate | | | | Marketers will learn how these customs vary from |
| with their market and encourage them to connect and | | | | one Latino society to another and design promotional |
| engage with the offerings in their own cultural terms. | | | | programs that resonate with each group. As stated in |
| Adapt Brand Communication Strategy to Latino | | | | the example above, the Latino female consumer relied |
| Culture | | | | on a customary approach to buying watermelon in the |
| Reaching a targeted ethnic market doesn't have to | | | | grocery store. If the clerk at the store did not allow her |
| shake up your world. Existing strategies can be | | | | to taste the product before purchasing it, she would |
| adapted to meet a market demand in various | | | | likely have gone somewhere else to have her needs |
| segments. It can be done from the product to the | | | | met. This is the very reason as to why US grocery |
| promotion mix in order to appeal to localized cultures. In | | | | stores have a Hispanic section, that is, retail marketers |
| this case, we'll focus on the promotion mix to illustrate | | | | know that the evaluation and thought process in Latino |
| how a brand should communicate in a Latino market | | | | consumers are determined by customs. |
| segment. | | | | Thought Process |
| When we refer to cultural branding, we are addressing | | | | Latinos have a tendency to examine the big picture |
| a consumer's localized historical experience to connect | | | | and are not focused on a particular detail until they |
| with in a defined group or society independently from | | | | take in the opportunity as a whole. This affects the |
| another. The historical experience is a culture variable | | | | deliberation process. As opposed to snap judgments in |
| that will always change depending on who the | | | | the general market, a decision process might take |
| targeted segment is regardless of culture and | | | | minutes, hours or days depending on the product or |
| language. Now for the sake of making my point clear, | | | | the nature of the offerings. Once again, consider the |
| we are not going to modify a brand's design but the | | | | example of the watermelon purchase. |
| communication process as to how a brand should | | | | Collectivism |
| transmit its meaning and/or proposition while resonating | | | | I have pointed out the differing elements within the |
| with a Latino targeted audience. | | | | Latino culture, but as a consumer group, collectivism is |
| Latinos are accustomed to use most of their senses | | | | also a key cultural factor to consider as Marketers |
| when evaluating an opportunity or simply celebrating. | | | | construct the question for the desired response |
| Consider two women, one Anglo American and the | | | | A marketer must be cognizant of the fact that Latinos |
| other one a Latina (female) consumer going to the | | | | are group oriented and the thought process might be |
| produce section at the grocery store. Watermelon for | | | | influenced by one or more participants in the decision |
| lunch! What a perfect idea. The Anglo American | | | | making process. This will most likely occur when an |
| woman realizes that the watermelon is big and green | | | | offering is intended to serve more than one individual in |
| and buys it, while the Latina woman taps on it, holds it, | | | | a family or group. Consider the banking and health care |
| looks for white spots on the surface, examines its | | | | industry in which the services offered reach beyond a |
| coloring and lastly asks a clerk to cut out a piece for | | | | single person. When this happens, there will be a family |
| tasting. Once the Latina consumer has evaluated each | | | | group discussion to evaluate the opportunity and make |
| stage of the purchase, and is satisfied with the results, | | | | a final decision. |
| she buys it. The point to be made from this purchasing | | | | Conclusion |
| experience is that the typical Latina consumer relied on | | | | If you are a marketer interested in this growing market, |
| the sense of sound, touch, sight and taste to make a | | | | take your time to learn who the targeted Latino |
| decision, while the typical American consumer | | | | consumer is all about. Design your proposition |
| evaluated the opportunity only through the visual | | | | questions focused on his/her localized experience. |
| aspects of the watermelon. | | | | When these components consumer, nationality, cultural |
| Latino Branding: The Process | | | | background, customs and thought process are blended |
| If a marketer wants to Latinize a brand, he/she will | | | | into an advertising piece, then you will capture their |
| have to identify the consumer, the consumer's | | | | attention. When you do, you can truly say that brand |
| nationality, cultural background, customs and thought | | | | Latinization is taking place. |
| process in relationship to the place of origin (country). | | | | Get the Latino consumer to "read the right question |
| Consumer | | | | within a targeted cultural context, and they will answer |
| The process of identifying and determining who the | | | | the question." By doing so, your question (proposition) |
| targeted Latino consumer will be is no different than | | | | will get your desired response. |