Marketing LRIS to the
Hispanic Community
Presented to 2006 National Lawyer Referral Workshop,
Albuquerque, NM, October 14
By Felipe Korzenny, Ph.D., Director of the Center for Hispanic
Marketing Communication at Florida State University, and
Cheskin Co-Founder
[email protected] (850) 925 7977
© 2006 Felipe Korzenny
1
Agenda
 General Cultural Considerations
 A Perspective on the Market
 Hispanic Origins
 Language and Media
 Acculturation and Segmentation
 Cultural Identity
 Perceptions of the Legal Profession
 Recommendations
© 2006 Felipe Korzenny
2
Initial Considerations
Larger Cultural Issues
© 2006 Felipe Korzenny
3
A need to understand more…
Individual
Society
Culture
Tastes
Hierarchy
Subjective
Attitudes
Family relations
Objective
Interpersonal
relations
Role
expectations
Designs for living
Personality
Worldview
Communication
codes
© 2006 Felipe Korzenny
4
Social Class Paradoxes
Culture A
Culture B
Culture C
UPPER
CLASS
MIDDLE
CLASS
LOWER
CLASS
© 2006 Felipe Korzenny
5
Social Class Differences
© 2006 Felipe Korzenny
6
Perspective on the Market
Demography and Geography
© 2006 Felipe Korzenny
7
Hispanic Buying Power





$212 billion in 1990
$490 billion in 2000
$736 billion in 2005
$1,087 billion in 2010.
The 2010 value will exceed the 1990 value by
413 percent
Source: Selig Center for Economic Growth, University of Georgia
© 2006 Felipe Korzenny
8
Population Growth
 10 million 1980
 19 million 1990
 35.3 million 2000
 43.5 million in 2005
 And considering approximately 10 million undocumented
immigrants from Latin America, the number should be…
© 2006 Felipe Korzenny
9
Age
 Non-Hispanic Whites 39.6
 Hispanics 26.7
 Blacks 30.6
 Asians 33.7
Source: US Census Bureau 2004 estimate
© 2006 Felipe Korzenny
10
An Evident Difference in Age
Distribution
Hispanic
Male
Non-Hispanic White
85+
Female
Male
80- 84
Female
75- 79
70- 74
65- 69
60- 64
55- 59
50- 54
45- 49
40- 44
35- 39
30- 34
25- 29
20- 24
15- 19
10- 14
5- 9
0- 4
10
5
0
5
10
6
4
2
Note: Each bar represents the percent of the Hispanic (non-Hispanic White)
population who were within the specified age group and of the specified sex.
© 2006 Felipe Korzenny
Source: Current Population Survey, March 2002, PGP-5
0
2
4
6
11
© 2006 Felipe Korzenny
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Origins
Similar and Different
© 2006 Felipe Korzenny
13
Hispanic/Latino Country of Origin
Central and
South
American
14.3%
Other
Hispanic
6.5%
Cuban
3.7%
Puerto Rican
8.6%
Mexican
66.9%
© 2006 Felipe Korzenny
Source: Current Population Survey, March 2002, PGP-5
14
A Common Cultural Origin
Spain
As t u r ia s
G a licia
P a ís
Va s co
C a t a lu ñ a
C a s t illa y Le ó n
Po rtu g a l
Valencia
An d a lu s ia
I n f lu e n cia M o r a
© 2006 Felipe Korzenny
15
México’s Influence
© 2006 Felipe Korzenny
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Diversity of Origins
Central America
Honduras
Belize
Guatemala
Nicaragua
El Salvador
Panamá
Costa
Rica
© 2006 Felipe Korzenny
17
Diversity of Origins
Venezuela
South America
Guyana
Surinam e
French Guiana
Colombia
Brazil
Ecuador
Perú
Bolivia
Paraguay
Chile
Uruguay
Argentina
© 2006 Felipe Korzenny
18
Diversity of Origins
The Caribbean
2%
4%
Cuba
Domincan
Republic
10%
Puerto
Rico
© 2006 Felipe Korzenny
19
Major Hispanic Cities
Los Angeles
6,598,488
New York
3,852,138
Miami
1,563,389
Chicago
1,498,507
Houston
1,348,588
SF-Oak-SJ
1,136,650
Dallas
1,120,350
Phoenix
817,012
San Antonio
816,037
San Diego
750,965
US Bureau of the Census
© 2006 Felipe Korzenny
20
Language and Media
Not as simple as we thought!
© 2006 Felipe Korzenny
21
Language Use by Gender
Given a choice, in which language do you prefer to
communicate?
100%
90%
E n g lis h
80%
70%
B o th E q u a lly
60%
50%
40%
S p a n is h
30%
20%
10%
0%
M a le s
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
TO TAL
F e m a le s
22
Language Use by Age (Males)
Given a choice, in which language do you prefer to
communicate?
100%
90%
E n g lis h
80%
70%
B o th E q u a lly
60%
50%
40%
30%
S p a n is h
20%
10%
0%
1 8 -2 0
2 1 -2 7
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
2 8 -3 4
35+
23
Language Use by Age (Females)
Given a choice, in which language do you prefer
to communicate?
100%
90%
E n g lis h
80%
70%
60%
B o th E q u a lly
50%
40%
S p a n is h
30%
20%
10%
0%
1 8 -2 0
2 1 -2 7
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
2 8 -3 4
35+
24
English and Spanish
 While about 60% of adults say they prefer to
communicate in Spanish
 Among those 5 years of age and older
between 65% and 75% are able to speak
English well or very well
 Code switching or alternating between
languages is more noticeable
© 2006 Felipe Korzenny
25
Communicating in Culture
 Communicating in Spanish has a utilitarian
value for the Spanish dominant
 Communicating bilingually has the value of
recognition and respect for all Hispanics
© 2006 Felipe Korzenny
26
A Different Family
 Different degrees of linguistic skill in English and
Spanish in the family will affect decision making
processes. Marketers will need to take note that
Hispanics are exposed to Spanish, English, and
English Hispanic directed messages. These need to
be consistent.
© 2006 Felipe Korzenny
27
How to Communicate
 Bilingual
 Personal and Relevant
 Culturally Sensitive by




Informed insights into the culture
Positioning that connects at deeper levels
Not assuming that Hispanics are static
Establishing ongoing relationships
© 2006 Felipe Korzenny
28
Weekly In-Language
TV Exposure
Approximately how many hours of TV do you
watch PER WEEK in each language?
12
10
8
6
4
2
E n g lis h S p a n is h
0
M a le s
TO TAL
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
F e m a le s
29
Weekly In-Language Radio Exposure
How many hours of radio do you listen
to PER WEEK in each language?
9
8
7
6
5
4
3
2
1
E n g lis h S p a n is h
0
M a le s
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
TO TAL
F e m a le s
30
Weekly In-Language Print Exposure
How many hours do you spend reading
newspapers or magazines PER WEEK in each
3
language?
2
1
E n g lis h S p a n is h
0
M a le s
TO TAL
© 2006 Felipe Korzenny
Cheskin National Study of US Hispanics
F e m a le s
31
Internet Access
 Including children, over 65% of Hispanics
have access to the Internet, but they are:



More acculturated
More educated
More affluent
© 2006 Felipe Korzenny
32
Acculturation and
Segmentation
Defining the Target
© 2006 Felipe Korzenny
33
Acculturation
First Culture
Assimilation
Second Culture
First Culture
Second Culture
© 2006 Felipe Korzenny
34
Acculturation
HISPANIC ORIENTATION
+
Monocultural
Hispanic
Culturally
Unique
Bicultural
to different
degrees
+
ANGLO
ORIENTATION
Assimilated
© 2006 Felipe Korzenny
35
Acculturation trends
Hispanic
Hispanic Dominant
Bicultural
Anglo
Assimilated
Culturally Unique
Yankelovich/ /Cheskin
Hispanic Monitor 2002
© 2006 Felipe Korzenny
36
Segmentation for Targeting
Yankelovich/ /Cheskin
Hispanic Monitor 2002
© 2006 Felipe Korzenny
37
The Importance of Acculturation
Quote about the Spanish language:
“Spanish is my mother tongue, and it is the tongue of my
mother. Spanish is still the tongue which I feel most
clearly speaks from my heart. It calls out from my
childhood.”
“What I mean is that it encompasses my sense of identity
by its sound and rhythm, and the fact that it is the
language which I speak to my family with. It speaks not of
the identity which I project in public now, but rather of my
personality and sense of self since birth. When I speak in
Spanish, I feel I speak from my soul.”
© 2006 Felipe Korzenny
38
Cultural Identity
Four areas of difference
© 2006 Felipe Korzenny
39
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
40
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
41
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
42
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
43
Machismo
Marianismo
Androgyny
Tradition vs. Equality
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
44
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
45
Source: Association of Hispanic Advertising Agencies in collaboration with FSU
© 2006 Felipe Korzenny
46
The Legal Profession
Characterization
© 2006 Felipe Korzenny
47
Maldición Gitana
 Gipsy curse
!Entre abogados te veas!
(Find yourself among lawyers)
© 2006 Felipe Korzenny
48
Distrust of the legal system
 Generally abused by the legal system in their
own countries
 Lawyers usually perceived to be corrupt and
unscrupulous
 Little experience with referral systems
 Suspicion of abuse: Why are they
recommending lawyers?
© 2006 Felipe Korzenny
49
Associated beliefs
 Staying out of trouble… avoid calling
attention to yourself
 Fatalism… God’s will
 God is the ultimate judge
 Too much reliance on authority once trusted
 Believe in miracles
 Avoid risk
© 2006 Felipe Korzenny
50
Recommendations
Ideas for application
© 2006 Felipe Korzenny
51
Translations!
 Translations can many times be in error or
convey the wrong impression
 Cultural adaptation or trans-creation is better
 Just because a word is translated it does not
mean it will be understood
 Functional illiteracy is a factor
 Test translations and brochures for
understandability
© 2006 Felipe Korzenny
52
Trust
 Develop grass roots campaigns to reach out
to the community
 Hold fun weekend events for educational
purposes
 Have home parties or gatherings to educate
and guide
 Reach out to children so they understand the
function of LRIS and lawyers in general
 Explore relationships with other trusted
individuals: realtors, ins. Agents, brokers, etc.
© 2006 Felipe Korzenny
53
Cultural insights
 Beyond language and into cultural patterns
 Conduct research and explorations to understand
how to connect with Hispanics regarding their cultural
views on:







Divorce
Accidents
Home purchases
Contracts
Immigration
Conflict
Litigation vs. mediation, etc.
© 2006 Felipe Korzenny
54
Marketing LRIS to the
Hispanic Community
Presented to 2006 National Lawyer Referral Workshop,
Albuquerque, NM, October 14
By Felipe Korzenny, Ph.D., Director of the Center for Hispanic
Marketing Communication at Florida State University, and
Cheskin Co-Founder
[email protected] (850) 925 7977
© 2006 Felipe Korzenny
55
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Marketing LRIS to the Hispanic Community