Suzanne López on Hispanic Marketing and Advertising

Suzanne Irizarry de López, is a seasoned marketing and communication professional who has been researching Hispanic/Latino consumers for over 12 years.  She worked for several known market research firms as Cheskin, Cultural Access, Common Knowledge and Savitz.  Her career spans from Hispanic markets researcher to interpreter for the City of Dallas Municipal Court and Children’s Hospital, social worker, educator, and journalist. She spent her childhood in Puerto Rico, went to Philadelphia to study and graduated from the University of Pennsylvania with degrees in Communications and Sociology. Suzanne recently joined Bilingual Research Services, a division of Eastern Research Services, as Director of Business Development.

Suzanne has honored me by accepting to be the first woman being interviewed for the “Wonder Mujer OnHispanics” series. I had the privilege of meeting her after reading some of her very insightful articles that have been published online. We’ve had several in depth discussions regarding Hispanic Marketing and I could not think of anyone best suited to inaugurate the “Wonder Mujer” series.

These interviews will present a similar set of questions regarding Hispanic Marketing to a diverse group of woman and men from different walks of life that interact in one way or another with the Latino market. They will certainly bring you unique and interesting perspectives that will render a better understanding of the intricate and ever growing “Latino Wave”.

Enjoy.

Hispanic Trending: What trends are you observing on the Hispanic market growth?

Suzanne López: The most exciting aspect for a Hispanic researcher like I, is to presence the explosive proof that better and more accurate research methods can make “a world of difference”.  The post-Census 2000 Hispanic Market growth came about largely from the US Census realization that traditional ethnic and race questions may no longer be appropriately accounting for Hispanics.  Their own extensive research led to the conclusion that, millions of Hispanics do not see the label “Hispanic” to be a racial classification, as opposed to white or black.  Therefore, as a result, the “Hispanic market grew” by separating Hispanic identity into a different question from race.   

Furthermore, the definition for “Hispanic” is more and more becoming a cultural label, rather than been tied to color, ethnicity, country of origin, or language ability.  Trendsetting marketers, agencies, and research firms are beginning to include English-speaking Hispanics, US born, and non-stereotypical looks and lifestyles into the definition.  More so, being “Hispanic” is finally barely beginning to mean “diversity” of skin colors, language preferences, countries of origin, socio-economic levels, citizenship, etc.

Last, but not a less important phenomenon, is that, as the Hispanic segment becomes a visible majority in media and everyday life, it becomes more socially acceptable, an in some cases, an added advantage, to “be Hispanic”.  This translates into a growing number of so called “retro-acculturated” or “formerly closet” Hispanics who can freely and proudly identify themselves and “live” as a “Hispanic”.

In sum, as the definition of being “Hispanic” is expanded, and as it becomes more acceptable to society, the more people will self-identify as such, yielding into expansion of the market that defines itself as Hispanic. 


How do you refer to the largest minority in the country, Latino or Hispanic? Why?

“Latino” and “Hispanic” are often used interchangeably by many marketers, organizations, and media entities, mostly since, to them, it refers to the same segment of people.  However, these two labels have different definitions, depending on where, who, and how they are been used.  For instance:

The term Hispanic:

• Is offensive to some who do not identify with a European background
• Is irrelevant to indigenous peoples
• Is irrelevant to non-Spanish speaking Latin Americans
• Includes people of Spanish, but not Latin American background (Filipinos, Spaniards…)
• May exclude Spaniards and descendants who did not make a stop in Latin America or the Caribbean.

The term Latino:

• May include people of Latin-Roman Empire language background (French, Italians, Rumanians, Brazilians…).
• Refers to Latin-language ancestry in Europe; but excludes Europeans (and Caribbeans) when used in America.

Therefore, think of the purpose for using such label and chose accordingly.


What language should be utilized when marketing to Latinos…Spanish, English, or Spanglish? Why?

Again, it depends on which Latinos or Hispanics you wish to reach.  And this will also depend on the purpose of your communications. 

If what you must say requires using words (as opposed to non-verbal communication) and you want to reach all Hispanics, make sure your communications are in both English and Spanish, so English dominant Hispanics and Spanish dominant alike will be able to understand well. 

In reaching Hispanics, and any other cultural group, “speaking the language of your target”, that is “the relevance of your message” is more important than what idiom to use as the carrier of the message.   In other words, identify who you target is (What are they like, what they do, and how they relate to your product or service) so you can appeal to their way of being and doing things.  “Actions speak louder than words” fits well here.

Tip:  Observe when and how your target uses Spanish, English, and Spanglish.  Then reflect your observations in your communications to them.  Is not only what you say but HOW you say it.


How would you identify the acculturation stages newly-arrived Hispanics go through? How can this knowledge be used to better market to Latinos?

What acculturation stages a newly-arrived immigrant goes through and the rate they go through each depends on what region the immigrant resides, how old they are, what reason they had to immigrate, what there socioeconomic level is, what type of education they had, where they come from, and what they do on a daily basis.

Here are a few examples:

• First define acculturation and the variables that differentiate one culture from another.  Are we talking about cooking frozen meals versus cooking from scratch, arriving on time to the second versus being an hour late, kissing and hugging everyone goodbye versus keeping your distance, etc?
• Determine the base culture of the region:  Becoming acculturated to Los Angeles, California may be a different thing from acculturating to Omaha, Nebraska!
• US born are not necessarily “more acculturated” than foreign-born.  For instance, a person born in the island of Puerto Rico is considered by US Census as native US born.  Therefore, a recently arrived Puerto Rican born will be at a different acculturation level than a foreign born individual who has lived most of his life in the continental US!
• Young people tend to assimilate aspects of the primary local culture at a faster rate than older people.  Yet, depending on how they are raised, where they come from, and where they live, will determine how they chose to live, dress, communicate and with who they hang around.
• A person that arrived to the US to go to college will acculturate at a different rate than a person who arrived to the US so he can feed his family.

What aspects of the native culture you leave behind, which you keep, and which you adopt of the host culture depends on your needs and wants in life.  And that may even change within each individual as needs change when he/she goes thru life stages.  That is why different people acculturate differently, and a single individual may go thru different cultural changes, depending on their current circumstances in life, and the people they chose to relate to mostly.


What diversity, if any, do you notice among Hispanics? What would be the main differences among the Hispanic sub-cultures? How do you segment the Latino market?

In research, the following variables are put into grids/models/algorithms and then labeled to identify or segment Hispanics into sub-groups.  A researcher intimately familiar with the differences of Hispanic sub-segments will combine the variables in a way that is more appropriate to the type of product, service, or purpose for which the research study is being done.

• Country of origin
• Foreign born/raised? -Reason for immigrating
• When immigrated/migrated? (born here but raised there?) How long here/there?
• Where raised (type of neighborhood, which country)
• Gender/Sexual orientation
• Age/period of life
• Education
• Income/position
• Occupation (training vs. job)
• Language usage/preference/dominance
• Married, single, parent?
• Where live now (state, city, neighborhood)
• How they spend their time
• Who they hang around with

Since how variables are combined and labeled have a direct impact on the results of the research, it is crucial to ask what the labels mean and what they are defining.  This is an often ignored, largely misunderstood, yet crucial aspect in the analysis of data.  Practically, each day, I see how Hispanics are been buried from misuse or misinterpretation of labels.  For example, “bilingual Hispanics” who barely understand English, “Mexicans” who have never been in Mexico, or “Anglos” who, if asked, would have self-identified as “Hispanic”.


What social and cultural similarities would you say exist among all Hispanics?

There are some stereotypical identifiers of “Hispanic” culture such as family orientation, warmer disposition, closer relational space, non-verbal expressiveness, use of popular wisdom, slower sense of timing, dance and music emphasis, etc.  But some things may not apply to your target.  I recommend that you ask the people you wish to reach and let them tell you how they define their version of being “Hispanic” or “Latino”.


Which source of information would you recommend to someone interested in learning more about the Latino Market?

Fortunately, there is a lot of free information about the Hispanic cultures and markets to last months of reading.  Right here, at Hispanic Trending, is a place to start.  There sure are a lot of links to informative Hispanic-specific sites.


Hispanics family values vs. Non-Hispanic whites family values… How would you say they differ?

Again, it depends which type of Hispanic you are talking about, as in socio-economic level, place of residence, country of origin, and other circumstances.  Same thing with the non-Hispanic white label.  A middle class bilingual Chilean Hispanic suburban family may have a lot in common with a white Italian-American neighbor family… and less in common with a low-income inner-city Mexican Spanish dependent family.  Depends on what you are measuring.


Who is doing a great job marketing to Hispanics? Why?

The way to determine who is doing a great job with Hispanics is that who has an increased number of Hispanics who maintain loyalty to the brand.  The firms who make the most noise, are not necessarily the most successful. 


Who is doing a terrible job marketing to Hispanics Why?

A marketer may spend a lot of money in communications campaigns but not follow through with what they say, do not care/know how to maintain a relationship with Hispanic customers or do not cater to Hispanic needs and wants at the direct-to-consumer level. 


What should non-Latino businesses do to effectively cater to Hispanics? In what industries would you say Hispanics are being underserved… do you have an idea/opinion why is that and what could be done (or needs to be done) about it?

Of course, the more diverse we become, the more crucial it is to make market research the first step in any Hispanic marketing and communication strategic initiative.  Just as is modus operandi for general market initiatives.

The more complex we become, the more research is needed to gain a better understanding of each and all of us.  Ignorance is bliss…if you are not in business.

Know their needs and wants and make sure they are implemented every step of the relationship with your customer, from awareness, to distribution, to purchasing and usage experience.  And to find out, you got to know how to ask, and obviously, in their language of THEIR choice, not the marketers.


Should businesses have a multicultural /bilingual staff? (a given percentage?)

Any business that has direct contact with customers needs to have staff whose culture and language preferences that reflect the cultures and language preferences of the customers they typically serve.  Therefore, for example, a business located in an area where 50% are Hispanic, it would be business suicide to not have fully bilingual staff (at least 50% of staff!).

Additionally, if your business has a product that caters to an upper socio economic Hispanic clientele, it makes more sense to have staff that can relate to, speak that language, and understand the needs and wants of an upper socio economic Hispanic customer.


Which are the most usual misconceptions, bad assumptions and mistakes that you have encountered made by non-Hispanics about Latinos?

In a nutshell, the assumption that being Hispanic is synonymous to:

• Brown
• Limited English skills
• Mexican sombreros and Cinco de mayo
• Tacos and burritos and spicy hot food
• Uneducated
• Limited income
• Foreigner
• Unsophisticated

How do different Hispanic groups (according to their country of origin) interact with each other?

This depends on how and where you were raised.

There are race, religious, and social class based prejudices within each of the Latin America, Spain and the Caribbean countries, as well as, stereotypes by country of origin. 

For example, a white Puerto Rican raised in Puerto Rico, in a household with dark skinned Dominican maids may have a hard time been seen as an equal (Hispanic) to Dominicans when he arrives NYC to live.

A Costa Rican arriving in Miami may still have difficulties relating to a Nicaraguan, thinking back on the illegal immigration issues that Costa Rica has with neighboring Nicaragua.

In some Latin American countries, jokes are said about Mexicans as Americans make about Poles.


Should companies offer options to their customers to access their Website/Literature/ Answering Services… in Spanish? Why?

Of course!  Including all Hispanic sub-segments in the US, still about ¾ of Hispanics prefer to communicate in Spanish!  For some Spanish is necessary, for others is cultural preference.  Either way, making the web, literature and answering services available in Spanish, as well, translates into a commitment to acknowledge and welcome Hispanics. 

Beware, however, of bad translation, poor grammar/spelling, and incorrect usage of Spanish.  Translation cannot be a quick afterthought.  Enough time and money must be dedicated to review and select professional translation firms, and review, revise, back translate, and test Spanish materials.  Obviously, it helps to have a country of origin variety of competent and fully readers and writers of Spanish, within your company that can check the materials that have been translated by the professional supplier.


What is your perception regarding Hispanics and their use of general market/English media?

Considering the bilingual and English dominant Hispanic segment is about 60% of the Hispanic population in the US, according to US Census 2000, that means at least 60% of Hispanics understands English language TV, so why wouldn’t they view it if there are more viewing choices in English?

Now, with so many viewing options, and less time to spend watching TV, people select to watch what relates more to their lifestyle, regardless of language.  Even Spanish dominant view English language TV when their viewing preferences are not being met by Spanish language TV.  SAP technologies help as well. 

And yes, many Hispanic segments are been grossly underserved, and worse, misinformation about Hispanics is been disseminated, in either language media. Unfortunately, TV programmers have along tradition of 1) assuming who their viewers are, 2) assuming what viewers want to see, and 3) assuming viewing data coming from out-dated ethnocentric research methods should suffice.
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BRS reflects El Nuevo general market with its 300 bilingual market research interviewers, each and every one capable of gathering Americans’ views and opinions, in their language of choice, be it Spanish, English or Spanglish.

Comments

[Juan Pablo Gauna]

Juan,

These interviews are EXCELLENT! The people you have chosen are so diverse, and all have great insight on Hispanic/Latino Marketing.

Ciao,
Juan Pablo "John Paul" Gauna