Presented by: Cintia Aguilar Reaching Out for Latino Audiences: Marketing Strategies Presented by: Cintia Aguilar

Reaching Out for Latino Audiences: Marketing Strategies “When reaching out to new audiences, we must take the time to fully understand the dynamics involved and be prepared to set aside egos and traditional ideas. ‘The way we've always done it’ does not mean that's the way it always should be done” (Bairstow, Berry & Driscoll, 2002).

NC Latino Population 1990 = 76,726 = 1.2% Ø 2000 = 378,963 = 4.7% 1990 = 76,726 = 1.2% Ø 2000 = 378,963 = 4.7% Ø 2007(July) = 638,444 = 7.04% _______________ U.S. Bureau of the Census. (2000) (2007).

Distribution of Latinos across North Carolina. Kasarda, J. D., and Johnson, J. H.(2006).

Distribution of Latinos…cont’d 1990 2000 2004   Total 76,726 378,963 506,206 Metro areas 55,011 265,441 367,905 Percentage 71.7 70.0 71.1 Non-metro 21,715 113,522 149,712 Percentage 28.3 30.0 28.9 Kasarda, J. D., and Johnson, J. H. (2006).

Distribution of Latinos…cont’d The seven counties with the largest relative Latino population growth since 2000 are Camden (85.7%), Union (69.7%), Cabarrus (59.2%), Davidson (55.5%), Gaston (54.7 %), Alamance (49.7%), and Wake (49.6%). The four counties with Latinos exceeding 10 percent are Duplin (18.2 %), Sampson (14.3%), Lee (13.3 %), and Montgomery (13.3%).

Who are the Latinos? No all Latinos fit into one category: birth country, language skills,family history, immigration status.

Countries in Continental Latin America & the Caribbean Central America South America North America Antigua & Barbuda Aruba Bahamas Barbados Cayman Islands Cuba Dominica Dominican Republic Grenada Guadeloupe Haiti Jamaica Martinique Puerto Rico St. Kitts & Nevis St. Lucia St. Vincent and the Grenadines Trinidad & Tobago Turks & Caicos Islands Virgin Island Belize Costa Rica El Salvador Guatemala Honduras Nicaragua Panama Argentina Bolivia Brazil Chile Colombia Ecuador French Guiana Guyana Paraguay Peru Suriname Uruguay Venezuela Mexico

Latinos or Hispanics? Latinos: Language origin. Latins:tribe in early Italy.Their language was called Latin. “Romance” languages: Italian,Spanish,Portuguese, and French. Hispanics:Geographic origin. Hispalis (Greek origin): Iberian peninsula invaded by Romans. In U.S. the term Hispanic was introduced as a “census category” by the Nixon administration in 1970 to identify people with Spanish heritage. It has been used as the “official” government term.

Media Preferences From which media do Latinos get the news? 88 % network television 82 % local television 52 % newspapers 58 % radio 29 % Internet PEW Hispanic Center (2004) U.S. Population 80% television 50% newspapers 19% on radio 20% Internet.  Pew Research Center (2003)

Media Preferences On average, Latinos watch more than 4 hours of Spanish TV a day. About an hour reading the paper & listening to the radio. The average Latino is exposed to more than 5 hours of Spanish language media per day. Padilla,D. (2007)

Reaching Out for Latino Audiences: Marketing Strategies “They (Latinos) are not looking for a handout but for a handshake.” _____ Sixth Annual Hispanic Market Advantage Conference

Characteristics of Latino Culture* Relationships Language and communication Family * Information included in this presentation is to be used as a guide when working with Latino audiences. Latinos as any other ethnic and race group might have a common culture but not all individuals are the same. The better way to learn about a person’s culture is by asking him/her directly.

Relationships: Personalismo Personal relationships are more important than institutional relationships. Trust is placed in individuals, not in institutions.

Personalismo: Engaging Strategies Establish a presence in the Latino community. Learn about the community and context in which people live, and get to know people as individuals. One-to-one basis.

Engaging Strategies Check if the message was understood by asking questions related to the issue. Make reminder calls. Expect to be seen as an authority figure in learning situations.

Engaging Strategies Learn about the Latino-serving organizations in your community and network with them. Attend Latino events in your community, such as festivals and soccer tournaments. Introduce your organization’s mission and goals and how they benefit families.

Engaging Strategies Build a relationship and establish trust with Latino youth and families. Personally extend invitations through visits or phone calls rather than relying on written communication. If you don’t speak Spanish, try to learn and use common phrases.

Engaging Strategies Listen to what they want to say even if it not related to the task. Don’t feel you have to answer all their questions or resolve their needs. Do not get discourage if outcomes are not what is expected, try again! Building trust is a process that takes time.

Language and communication Spanish is the predominant language in the majority of the countries. Native languages are also spoken. High percentage of Latinos in NC that speak English: 41.8% speak English very well. (U.S. Census Bureau, 2006).

Language…cont’d Latinos tend to avoid confrontation. Respect is shown by listening when a person is talking, by following his/her advice, and sometimes by looking down. Personal Space: Latinos tend to sit and stand close to each other. “Touching” is a gesture of friendship, i.e. kiss on the cheek to say “hello” and “good bye.”

Communication Engaging Strategies Learn what is the Spanish literacy level and English proficiency level of the families you are working with. If you need an interpreter, look for a bilingual volunteer known by the community. Provide instructions and/or other information in a detailed manner.

Engaging Strategies Check if the message was understood by asking questions related to the issue. Make reminder calls. Expect to be seen as an authority figure in learning situations.

Engaging Strategies Use cooperative activities rather that competitive activities. Be prepared to “share” your personal space. You don’t need to sit closer or kiss someone to say “hello” if that is not your preference.

Family Family Comes First. Family needs are a priority. Live in extended family groups. Prefer activities that involve all family members. Family members care for elderly members and children.

Family… Cont’d Children typically live at home until they get married. Latinos who immigrate to U.S. may lose the support provided by the extended family. As a result of this, it may be a shift in gender roles and change in roles of parents and children.

Family: Engaging Strategies Invite families to appropriate activities and events. Consider that extended family may also attend. When invitations are for specific family members, be sure that the message is clear and explain why the invitation is limited.

Questions, Comments?

Contact Information Cintia Aguilar 919-513-0311 cintia_aguilar@ncsu.edu