0 Segmentation Divide and Conquer: Segmenting the Diverse U.S. u recent years Hispanic macht. Inglis have become mach moe Fed a advise incrsgy come to mga de US. Hispanie population athe complex tnd heeogencous mate ta i ‘One of th bigest hangs the ae few yeas as ben the slow elation ‘hac mackeing o Hispanics dot noe jus mean marks in Spanish, es Imoresbou he are, wile guage ij one variable” say Juan Tornoe, [igo makeing nd veining con satan Hupanic Trending "Aer Al when yout ying esl pepperoni pea Lan, ou don't ientify Whats Hapa oot the pz andy ‘empha cavyou makes good ad that es theless concider tin and sl dem che pz 1 about inserting dear xe, all roaches char Hpi secogaie and relate "he sam, emphasing hat ‘rer ned it thei Latino fetover the head with how Hispanic {hee produc inorder connect wih hem ‘denying the target OF eoutse ova your te, you seed deny and knoe ch sboucitas posible Many marketers Hispanic Market The Playing Field Fier) renee tsscesmstd aici meegeyanch gage [BET keteains ng secon Ties | Pins wre Urocaraes zane Big jy and pubes aerating teenth ‘The company bas jas ered omnis odo ja tht from sheild ae intersewing sme ‘Onccompany nthe eld is newly. 000 poole fe it anna mica formed The Fuses Company lsndy. The reals of he say wee took if when the reeech cn Iclesed to cents in Febru and 0 Yankelovich meged with he Beish the roe public sometime in March company Henley Cener Headlight oe Api, Vision, "The name change realy rele of what we tl about ‘An Enhanced Aecaltrton eamiing ode’ ends wo era pic, Medel. tar of what omorrow wil ok ike,” The Pues Company segments Songs Suse, VP melaculurl mathe mall audience with wait ing ells Prada, (lan "Enhanced Acculvaon www.portada-online.com Sunscnine Yo Fate TaRceTeD E-NEWSLETTERS ON ‘pon Dt ea ean nd eee) omer age rg Pb ers (eis ond wa opcoveh a tats ‘eval know where eye, parties dest marktore Calrade-ase company Coho has feiss houtahos tend wpman ‘atin cal Wispaie Coto’ Camps 8 une ad cer com Made” Me Suse: nce, "Tradtonl roll well ae bed on ngage fretwece td ie mene in cour Our mode fates mach mee om a tude than the ther Eto” Davi Beno who rhe ead of _obl knowledges icligence t ‘heures Company, ay a hs 0 udinly based sepmenion Sproach beer than radon “Whether you reach out in English or Spanish is more of a strategic decision than a tactical one.” inde because the underpin samp Sons of eadionlsepmentaton me tts are ot bore out inves “The {alidonal mel atues lth sere ime one has Spent in-ceunty nd the mor face oo wit the Engl langage the more Americanized tht person i Thit spl oot bon oat by thet” [Berl ye hat cher ae many Eins who have bee in the US. for snuay yas who msinsin sang te 0 thet Hispanic heage and enone, Convery, here are ome Lance Segmentation — = tho hae not on for vry lg, buco ae invent upon becoming "Ameria and heed we fo chet Latin cos. ‘Ave rende The Fores Company “Mallar Marking Stay vies ie Hipanic suena othe falow ing four eens: | Spaniah-ronted high | catalan: Slowerto {oeetrae te cutoraton cess. (Most Freon Bon) 2 Sponshovionted low cule {url finn: More ofa dese tospeed.up the acculturation proces Morty Foreign Bom) 2 Ser One tiene woidsndonse ‘Angie world) Best of both ros btn been ‘ro Now aren Ete, ver edn Hepene ‘shure US Ba 4 Roatialy Assimiatd: entifes more wh mai sean Anica values then wth Hispanic dea: Most UsBoen) “Whether you rachour in Engl or Spanish is ore fap eion thant devin, ye Sure For many ea markers woud si ply tare More weaned makers i both lng, maple medi, tnd fc on levine Contes ithe ey, here” Many U.S. Latinos who have been here for years maintain strong ties to their Hispanic heritage and traditions. ‘Ao important sobs ane © the are rematon wich xpd wo este andere: The Pores Company defines Heringe Oneration toed espoodents ah or low ain into thec Hispanic clr. Carl Ceneion hat do with he degree © which the oneness ese 0 Spnhgceeepe ined pt 30Research Advertiser Index CTU Cle cee) Language Frotoonce: Whats the sts! lsgusge that your tage group prefers? Da thay usual speak andread ‘Engl or Spanish? Ar hy fl bilingual or closer tose end ofthe Eralish-Spanih language specu? Thais of unastimportance wher cevelbping your nessogs. Wilyou ato them exuivl i Ergo Spanish? Wil you tak to shem in both languages? Wil ou wis Spang? Place of Residence Latinos ving in ifort pars of pe county have complatey citer fe experiences It epends onthe size oftheir ot ort, ks cemographic composition end now much eile ntraction they have with fellow Latics. spares ving in Los Angles, Houston, Misr New Yr have avast sitferet exp ‘ince and easier accesso allthngs Hspaic than hey cei in Bose o lings. aE ERTS a Many of our print advertisers also advertise on Portada s website. Acct ow mechhave Kapa ode or ad des od bona rast eon : : ‘with maifetream America? What new systems of thought, Beliefs, emotions and communication systems have they. aks cate g btoperies can be\iound a Sse erythro tes Tena new ted wou one rence Ferntcanarsenmtertipegyretmteectes? ‘message will need to take this into consideration. F ae ey a Marcos Baer at (1/3): eCE Re MOLVA USL aL UU ALT Ve TOU ay uncaaralesearh i ¢aowing ‘sche. Evan nae econanisly easy: Ing yer ke 08 companies comms to te etereta in ‘wderstanding te pane consume Research fr | gees opera essere pn- fossa wel 3 ageries who lc or ‘net onthe Hspne consumes. Infact some pete eau compe ‘ies et bes on is gow ‘tor span Copal Parmar sa vesorin Sinai PA used astern esearch Serves, an idepenert, ‘gu ph od Spun prose ‘xa colaston company Phoenix Mercing puetased Clu Azcues mind fo p51) "We hve found shat Baa les have tended to vee bigal proaches” ey Sars, noting that they ate bene by having ee where vith cata brow et, Thee iat ely intrested the for Sip born, lee aeclorated Hip Dectse they undentand he impor ance of exblahing a reatonship a he begining of the aceon roc aye Sure. Mot cca ad Hapa ae mare lily wo bare ‘abled a relaoncip wid bank, Dy conus and ae therfore le promising a prospec although more ‘cele Hips alo tend to Save more income, Sure le Por that Helter i enoshe indy ‘aching out to le-cclorated Hispanics ie “Both groupe ander sande importance feds this _poup 0 exblih long-term lon Dip te aye, ang da of den sd CEG companies whe have the sooures ae abo trgeing Higa Sor angus "Wi the economic climate bing haiti however, many adver are toc ble to pre bling vuepee sed be pick one. ein thie insane chat eective segrenation ‘eucale chieving maximum RO, ropa 25 ed eget company 5 Pownat Mutual Grup. “Avabarconpary.Krowodp Nt wos as predic called Kowa Parl Asoo, which coma taut nd use oppor or prod ‘eta fenconsiocanesin seh brand marker band enieae, at ‘asiagh about uring sng moda tommisestons. Gil,» Burtank CA tased eseatoh fae ie forming a9 one {eeaereh palo Hope consumer ‘hr paral agreqs consumer pel lances, om tant of thaveands of spon cramer Sou sectors sccndingoSuarer She ade that reaching Hispanics in li ‘mane ere clr persona 2d ifeage rleance.Underaning, tooth hee are ayingsoartion lees and ua language profciersie a many Hips houehalde suppor he ide thatthe mei ei hen by Hispania iden by te coment, repdies of guage "Of oun, onal media ining TV and aio ‘srk wll with al the Hip con imt ao ad the sew cholo ‘he micinling dig, online and ‘mobile makeing ta rach al the lapni egment ‘Sopher Plc, Exave VP of ‘he conslking Fm Chen sy that he would ke ose peter uniformity in the terminology wed by marae recach and sorentaion fs“ think ican be overlie tend when they hea ach a ange of erminclogy wed ere the fame things Ata day we should slows hia ste Many Compnies ty to pat orth mre com Pleated model robe perceived 2 moe ‘Comprehensive Its similar to how 2 ‘aor wih our bide en 10 be et (er than the one with he. th cnsumors go ne ad hen ie Dave dao tose specie oat ors campones wort ban seuss fensumers te tpl veered rou a8 carers Grea 0 for aml, i ang # The based est ve 6 Sepamber Cac execs "ave al th dat comple. eh omjto devlo adamant pal ences of Spanish conan spans, Sere 30 ip eonarng comune ‘hae onuap peterace I Spaih dhe connie tha wars Bron, Amt Egeran end Smnone porn peer ns Bel Stephens says th while does tet in avg» bust algo aed sysem, che ce portant work is done on xe bye bass ooking, the aye’ aes evar the spe {S5:beand and pod, and calibrating inating for acordingy. "While scutaraton lve icernly «ctor in the equation, boot he only tons Fain. “A very impor anc ar thingie wha fe ae che once isin, hw they lead view thebrnd and pots Heng wher ‘ed, and wba informs cat view. So hl denfing ler of secueron ia good sing poi iis ete xd point.” A important cording to (Chekin's model rte conser’ goybased secleantion, While = onsumer might be gie fii vt {he fs food enor peshapebecaare they had McDonalds in hes home oun, that sme pon might be aqteunfiiarwit he US. fe Sal etgory, since he concep of cred is ot nen sees in thee home county. 8 Getting it Right: Connecting with the Hispanic Consumer Portada's 3rd Annual Hispanic Digital and Print Media Conference, Award Lunch & Networking Reception September 23, 2009 - New York City By isi 3) 24|25| 26 \ @is \ 26 ‘Some Feedback from the 2007 and 2008 Conferences "high ecanmend Pra’ Ml Hip Oa and Pint Mes _consumer ree content urna anes a ek Core toon al mating oss felon Geass fom he pnelof persand weaned tes Pann / 50, sc Dir, ive ‘anh Auntatnd ohorce on auld het ea” {ian ds Tare oan Pasa eds USA a Ree “afer ater te Second oma Para apo Dil on Pot Cntece eenmettey sted inplenertomenersinteges ‘Ts noe bs cones tence in cong ne. ‘vor mma atom Ae bean 59 my exer ne Yerinans ry song ene a aed 3 Fs Fetlandnenngcomesed ih eg eneoning seers, ined aie ends at ewes me Yo einen we metscn eight nek hoor maimed tomb ret ob a geting gases (elt evertees ow goon asdg he mobs lececsgyond Pam nme oven, Hsp Oe REGISTER AT THE SPECIAL EARLY BIRD PRICE OF 5299. Call 1-800-397-5322 now or GO TO http|/www.portada-online.com/conference/registration.aspx?cid=2 ‘WHY YOU SHOULD ATTEND foo Seat Sietesoc: alloy SS ‘Root x How Ewing ew Tecclgis (Mie, Dita Patfoms lee eRe eps See nixtbook GED Sumowscsa =. eee ther ames Eien