|
In this edition of the .Next: "Conversation With" interview series, Nicholas Scibetta, Ketchum Global Media Network Director, sits down with Stephen Chavez, Ketchum Vice President of Hispanic Marketing, to get his thoughts on the seismic changes taking place in the U.S. media landscape as a result of the growing size and purchasing power of Latinos. Stephen shares his observations and insights about Latino consumers – who they are and how they're using traditional and nontraditional media – and the need for companies and brands to take a proactive approach to engaging them through informed, targeted media relations activities.
NS: With many U.S. corporations slow to adopt Hispanic PR platforms, what can they do to get these programs off the ground? And why is it increasingly becoming an imperative for them to do so?
SC: First, the numbers tell a large part of the story. Today, Latinos are the largest minority group living in the U.S.; they comprise more than 15% of the total population and collectively possess more than $875 billion in purchasing power. That said, companies can no longer ignore this market if they want to compete.
And for companies looking to enter the market, they need to do their homework. Targeting Latino consumers takes time, patience and sensitivity. However, if you make the effort to learn about the Latino audience, examine how a company's business can serve this market and avoid making assumptions, you may just find that your new Latino customers turn out to be your most valuable.
NS: What is the most significant trend in Hispanic media?
SC: It's an exciting time to be involved with Hispanic media. One of the most significant trends is consolidation. From the Spanish-language television network Telemundo partnering with NBC to newspaper publishing company Impremedia buying publications in seven of the top 10 markets, this new wave of consolidation actually offers PR practitioners expanded resources and opportunities to tap this consumer more than ever before.
NS: What are the most important takeaways about U.S. Hispanic media for media specialists and PR professionals?
SC: At the end of the day -- just like the general market -- Hispanic media wants timely, breaking news coverage that is relevant to its audiences. Mirroring the population growth, Hispanic media continues to expand in various formats. Reaching Latino consumers requires a more diversified, segmented approach, one that includes communicating culturally relevant messages in English and Spanish as well as in bilingual formats. To stay ahead of the curve, PR practitioners also need to dive into digital and interactive initiatives to reach this audience.
And lastly, Hispanic media owners often see themselves as passionate advocates for the community charged with bringing empowering information to Latinos. With news about the U.S. presidential campaign and the continued debate around the immigration issue in full swing, community coverage will be a high priority for many Hispanic newsrooms.
NS: As niche PR boutiques such as HispanoClick and iHispanics emerge, how can a larger firm like Ketchum compete? What are the benefits of working with a firm with a broader focus?
SC: PR professionals at any agency need to analyze the potential for their clients' products or services to gain traction among U.S. Latino consumers. First, look for any natural demographic or cultural affinity that might give your client an advantage. For example, if your client sells children's clothing or toys, the fact that Latinos tend to have more children than the general population might mean there's tremendous potential for the product. On the other hand, if your product is an electronic denture cleaner, keep in mind that Latinos tend to be younger than the general population. This might suggest the opportunity is limited.
NS: How are multicultural audiences accessing social-networking sites, blogs and emerging media channels?
SC: From Spanish-language portals specifically created for U.S. Hispanics to product-focused Web sites designed to generate greater consumer interest among Latinos, choices abound for Hispanic Internet users who seek a cultural connection when surfing the Web. Research shows that Latinos are one of the fastest growing segments accessing online and social networking sites. More than 57% of Latinos are online and about 76% of U.S.-born Latinos are using the Internet, according to the Pew Hispanic Center.
Additionally, other well-trafficked portals targeting Latinos such as Univision.com, MSN Latino, Terra.com and Yahoo Telemundo also have capitalized on their strong brand-name value in both the U.S. and global marketplaces to grow their share of the Latino online audience.
NS: In a world where Facebook, MySpace and LiveJournal expand their global reach daily, how important are niche social networking sites like Quepasa.com and TierraNatal.com?
SC: Increasingly, these sites are becoming part of Latino youth and young adults' daily lives. Providing unique content for their users is what sets many of these sites apart, so they're always looking to hear from companies who can offer new and relevant information. Social networking sites also are a convenient and inexpensive way to stay in touch with friends and family from homeland countries.
An additional point to remember: Acculturated Latinos who toggle back and forth from English to Spanish are looking for information that is entertaining and engaging and provides cultural cues that demonstrate the reader's uniqueness and sense of voice.
NS: How does regionalism affect best practices? What are the major factors to consider when approaching new markets?
SC: Regionalism plays a large role in successful PR campaigns. What plays out in Mexico may not be successful in Puerto Rico. The same holds true for a campaign launched in Miami and Los Angeles. The right marketing team needs to be in place to ensure a program's or campaign's success. The Latino market is composed of various segments. Divided by nationality, the largest group of U.S. Latinos is Mexican. However, this segmentation doesn't necessarily rule out the possibility for creating an effective PR campaign with universal appeal to Latinos across regions. There are some issues and values that transcend national divides such as the importance of family and education and the aspirations for a better life.
Plus, while the savvy PR practitioner cannot ignore differences in national origin, relying on those differences alone to segment the Latino market can be a costly error. Acculturation, too, must be taken into account.
NS: What are your top five pearls of wisdom about multicultural marketing that you would leave with someone before getting off an elevator?
SC: The Latino market is huge. It has grown in size and purchasing power to the point that companies can no longer afford to avoid it.
The Hispanic market isn't homogenous. Understanding both the obvious and subtle differences within the Latino market is your key to success. Know the cultural nuances from region to region.
Make it meaningful. Translation of press materials is not enough for a successful campaign. Hispanic media and consumers will see right through it. Think about appropriate spokespeople, media channels, location of news events, participation of community leaders, etc.
"Earn the right to market." That's a phrase I repeat to clients and potential clients. It's important that companies make a real investment in the key community groups and charities to demonstrate their commitment to the growth and empowerment of Latinos.
Build relationships. Since there is still a lack of marketers who effectively talk in culturally relevant ways to Latinos, when you do it right, you'll make a lasting impression.
|
Keywords :