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Business Learning Seminar Series

How to Tap into San Diego's $12.6 Billion Hispanic Market

Welcome to the Hispanic Market Seminar

We’ll teach you in the next hour how your business can tap into the $12.6 Billion Hispanic Market in San Diego. • In this seminar you will learn: Myths and Truths of the Hispanic Market How to Reach the Hispanic Audience We’re here to help you with the marketing tools to reach this audience.

The Top 10 Reasons You Need to Include this Audience in Your Marketing Strategy

Who is the Hispanic Audience?
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Lets take a long dive into what this audience really looks like.

We’ll share insights into the demographics, local statistics, language preferences, and more.

San Diego Hispanic Population Statistics
Click icon toHispanics neighbor us to How many add chart the south? million live in Northern Over 3.1 Baja, MX How many live in Tijuana? Over 1.5 million What percent of Mexico-residing border crossers shop in San Diego at least once a month? 94%
Grow Your Business With the Growing Hispanic Market! The San Diego market’s Hispanic population has grown by 31% since 2000.
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Nearly 1 million or 32% of San Diegans are Hispanic

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44% of San Diegans under the age of 18 are Hispanic.

There are nearly 247,000 Hispanic households in the San Diego market.

A third of the SD market is Hispanic: The South Bay region is 54% Hispanic*.

Sources: 2011 Scarborough Research R1 2011 Nielsen Claritas, Inc.,2010 Nielsen Claritas Inc, U.S. Bureau of the Census

San Diego Hispanic Population Statistics
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Don’t risk an enormous opportunity!

According to Census numbers, there’s a real possibility that your Click currentadd chart base is icon to consumer slowly being replaced by a younger, Hispanic demographic… if you wait to market to them, you risk losing an enormous opportunity.

San Diego Hispanic Language Statistics
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San Diego Hispanics prefer English and Spanish equally

At home:

Away from home:
Over 38% of San Diego Hispanic adults personally prefer to speak English more than Spanish away from their icon Clickhomes.to add chart

Over 37% of San Diego Hispanic adults personally prefer to speak Spanish more than English in their homes.

BASE: San Diego County Hispanic Adults (N=637,496 or 27% of San Diego adults), SOURCE: 2011 Scarborough Research, R1

San Diego Hispanic Millennial Statistics
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Most San Diego Hispanics are Millennials

Millennials are the most diverse generation in our nation’s history and are a strong successor to the Boomers. In 2015 it is predicted that Millennials will out number Boomers.

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Source: NewGeography.com (Based on estimates from U.S. Census Current Population Survey, May 2008)

Source: The Futures Company Inc., Newpolitics.net (Estimate based on 2006 March Census)

San Diego Hispanic Digital Usage Statistics
Click icon to add chart What percent of Hispanics use a mobile phone 93% regularly? What percent of 70% Hispanics use a smartphone to search? What percent of Hispanics have smartphones vs. the general population? 45% of Hispanics 34% general

Mobile is already an important component of the Hispanic purchasing funnel

population What percent of Hispanics compare prices and locate retailers via their smartphones? Over 40%

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•According to Google, “there are 46 million Hispanics and 30 million of them are

online.”
• Hispanics are 58% more likely to click on search ads compared to the general

population.
•Six out of 10 Hispanics made a purchase in a store as a result of seeing online

San Diego Hispanic Digital Usage Statistics
Hispanic shoppers are Click icon to add chart influenced by reviews and recommendations online.

Hispanic over-index in using social media. Click icon to add chart

Hispanics index higher socially & are influenced by online reviews

Source: ComScore 2010

Hispanic Enculturation, Assimilation & Acculturation Defined
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Enculturation is the learning of a first culture; it tends to be pervasive and difficult to erase.

San Diego Hispanics tend to “adopt & adapt” to customs and habits in the US without shedding traditions and value systems

Acculturation is the Click icon to add chart process by which individuals acquire a second culture in addition to their first culture- adopting a new culture without denying one’s heritage. Assimilation suggests the abandonment of ones first

Hispanic Cultural Filters
Click audience view the world- and your Hispanicicon to add chart messaging- through their own cultural filter.
This filter is formed by language, religion, culture, country of origin, acculturation and other shared experiences.

Cultural Filters limit their Hispanic marketing and Cultural insights and “connectivity” are critical to outreach to oneClick icon to add chart developing results-oriented messaging. dimensional efforts like the literal Reach consumers via cultural connectivity cues like: translations of general Values market campaigns. Traditions
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•• Hispanics companies Many see through

Religion • Lifestyle • Country of origin • Degree of acculturation • Language preference

Marketers cannot simply transfer directly to the U.S. Hispanic market the

Myths & Truths
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Let’s review some common myths & truths concerning the Hispanic Audience.

Language
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Truth: Not everything We can develop needs to be translated! culturally- and linguistically-relevant messaging without Click icon to add chart compromising your San Diego Hispanics Language Preference (among family) brand. Spanish
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English and Spanish

Myth: Spanish language campaigns are

Only

Don’t go near a web equally translation site!
English

Source: 2011 Scarborough Research, Release 1

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Spending Power

Truth: More Hispanics learn about brands, compare prices, and make final decisions online than the general Click icon what chart • Think about to add motivates this market
audience:

Saving time Saving money Doing what’s best for my family

Myth: Hispanics shop at their favorite stores

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Brand Loyalty
ha nds wit ra prefer b ence cs ia Hispani loped pres ile med e b v well-de social and mo g includin nts. able s, mpone onsider co are c e brand cs har Hispani . They s They have nd ric. s. the bra nd-cent bra e brand value into s lo v e c iv Hispani brands, they l Click icon to add chart al eologic are. k d l they ta considerable i hey d t who t investe nds represen Major Brands Marketing to Hispanics on Social Platforms: . Bra them
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Truth: Major brands are Marketing to Hispanics

Myth: Hispanics are too brand loyal to convert so few market to them

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Channel Preferences

Truth: Hispanics continue to use newspaper for their source of news and Click icon to add chart information

Hispanic Newspapers will continue to have a relatively strong performance, particularly when compared to their U.S general market counterparts. The strong community media element of Hispanic newspapers plays in favor of them. So does the fact that print media continues to be a great way to target Spanish-dominant U.S Hispanics.

Myth: Hispanics don’t read Newspapers

Sources: From Portada Magazine – Portada’s Twelve Predictions For 2012

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Top 10 Reasons Why you need the Hispanic audience in your Marketing strategy

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Reaso n #1

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Hispanics are the largest population segment with over $12.6 billion in purchasing power locally in San Diego!

Wouldn’t you like for them to spend with you?

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Reaso n #2

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Hispanics are a growing younger audience segment.

How will you market your products and services to a younger market?

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Reaso n #3
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Hispanic households are twice the size of other audience segments!

That means twice the products and services will be needed for the family!

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Reaso n #4
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Hispanics are brand centric.

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Will you show Hispanics who your brand is and how your brand fits them?

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Reaso n #5

Hispanics are connected socially.

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How do you want Hispanics to influence your brand for you?

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Reaso n #6
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Hispanics are 32% of the population.

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Do you want to miss out on 1/3 of the population by not marketing to them?

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Reaso n #7

Hispanics pay with cash.

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What could your company do with a new cash flow audience?

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Reaso n #8
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The Hispanic audience is being targeted by your competitors.

Don’t let your competitors get the upper hand with this audience segment!

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Reaso n #9

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The Hispanic megaregion including our neighbors to the south gives you another opportunity to engage a new market.

What would your business do with a new market?

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Reaso n #10
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We’ll take care of the details for you!

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You can’t afford not to reach the Hispanic market and we’ll help you.

Effective Marketing
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Lets review some of the products that reach local Hispanic audiences here in San Diego.

Hispanic Marketing Channels

Delivering the Hispanic Audience- Print Channels
We deliver the Hispanic households you want . . . on both sides of the border.
U-T San Diego Hispanic Product Opportunities: • Display, preprint and high impact advertising in Enlace, Purda Vida, Vida Latina print products • Display ads in Enlace Extra wrap in La Bolsa Azul • High-impact advertising online at SanDiegoRed.com, vidalatinasd.com and utsandiego.com • Bagvertising on our sdExtra, La Bolsa Azul polybags • Inserts in Enlace Extra • Targeted e-mail marketing by demographics • Event marketing-San Diego Latino Champions • Pandora Genre Targeting

Vida Latina

Delivering the Hispanic Audience- Print Channels

Vida Latina reaches over 99,000 San Diego Hispanic adults (15%).**
Vida Latina San Diego is the largest circulated Spanish language entertainment magazine, TV and shopping guide in the marketplace.

30,000 free copies distributed weekly in the highest density Hispanic areas. Features Entertainment News, Novelas, TV and Cable Program Listings, Music, Movies, Health, Life Style and Cultural Events. 94% pickup rate-ABC Audited

Coming Soon….VidaLatina.com

Targeting young Latinas Entertainment, telenovelas, music, dining, celebrity news, photo galleries Fun

Source: 2012 Nielsen, Inc. **2012 Probe Research Omnibus Survey; 2012 Scarborough Research, Release 1

Delivering the Hispanic Audience- Print Channels

Home Delivery 70,581 31,106 Mexico/U.S. Border 11,295 copies
(53% increase)

Single Copy

TOTAL DISTRIBUTION 112,982
(23% increase)

Delivering the Hispanic AudienceDigital Channels
The Market’s leading local online news site*
UTSanDiego.com 3,502,100 Monthly Users 22,636,340 Page Views Pages per visit: 3.4 m.signonsandiego.com 415,000 Monthly Users 2,134,500 Page Views Pages per visit: 2.6

* Scarborough 2011R1, Base: San Diego County signonsandiego.com: Anametrix Rolling annual monthly Average January – June 2011

Delivering the Hispanic Audience- SEM Channels
We can provide you with a customized Search Engine Marketing plan including optimized web & mobile landing pages with customer database capabilities.
WE PROVIDE:
v
v v

SEO Optimized Landing Page Features:
Search Friendly URL. Call Tracking 800 phone. vMobile Friendly. v6 Customizable Tabs. vSocial Media complete. vGoogle Analytics. v1 free edit every 3 months.

Daily Optimization vAward Winning SEO Staff vComprehensive Reporting with full analytics

93% of all internet searches start on Google, Yahoo and Bing

Source; Hitwise 3.31.12

Mobile Opportunities
Mobile Platform – UT News
$19/cpm

BT Real Estate: $14/cpm

With custom Text Codes, QR Codes & .Mobi ext. $150/mo

Mobile Websites;

Mobile Network.
Choose from 5,000 Mobile websites to target your audience. $16/cpm

Reaching San Diego Hispanics

U-T San Diego Products

45% U-T San Diego 52% North Zone 45% South Zone 15% Vida Latina 18% Enlace*

36% Deals.UTSanDiego.com* 16% DiscoverSD.com* 13% UTSandiego.com 8 Night & Day Street % La Bolsa Azul 100K
Enlace Extra Behavioral Targeting on UTSandiego.com

Scarborough Research 2012R1 (Cume)

7/2/12

Hispanic Audience Checklist
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Lets review the steps to ensure you capture some of that $12.6 billion market!

My organization is preparing for the projected Hispanic population growth My marketing messages appeal to Hispanics with cultural

We’re here to help!
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No need to go it alone! We’ll help you navigate the Hispanic audience marketing waters We have product channels that speak to Hispanics as well as the Hispanic cultural experts to develop bilingual campaigns to

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