tell us about on line that has some of this information that we were talking about today what you come up about hamper ryan dolan u s census bureau thank you my name is ryan dolan i'm a data dissemination specialist with the u s census bureau and i've been in and out of the conference today notice you're talking a lot about some of our statistics that we provide and i want to let you know that we offer training hands on computer lab training either at your workplace at a nonprofit organization a business we provide stats for local governments so if you're just in that please stop and see me during the coffee break or after the conference closes and grab a business card because we're  help we spend a lot of money and resources collecting this data we want to make sure everyone's using it so thank you  we have we have two afternoons sessions we have of the spanish market and then we're going to finish with the african research study and we want to have that the end was so what's interests with that study that we kind of put it at the end so you'll stay for the whole day and not get home and you know cut the grass and whatever else we do here to introduce good afternoon good afternoon i'm here to introduce mr carlos garcia mr garcia is a highly respected leader in the his in hispanic research providing insights that have guided major marketing and advertising efforts in a variety of industries as founder and guiding force of our garcia research associates now a part of j f k company where he has recently was asked to head up their new multicultural practice of vision his clients have included industry leaders in packaged goods health care entertainment and financial services mr garcia says research experience ranges from new products and ad development to segmentation to deep dive economics political and brand equity studies mr garcia was a komati graduate in foreign languages from phnom a college in claremont california he holds a master's degree from the university of california at berkeley and national university entered in san diego mr garcia will present a strategic look at two thousand and ten census and the growth of the hispanic community in the u s hispanic populations are now located in most areas of the united states with large hispanic population shifts to southern and midwest states mr garcia will also look at the state of hispanic marketing and the various media t v radio print and the internet campaigns being used by corporate america spanish versus english usage in advertising to hispanics will be discussed this tr carlos garcia forecasts will also be talking about ten things for marketers you consider and then i'm hoping to have a real interesting and open conversation with you about some of the perceptions that you have about our market and some of your reaction to some of the things that i have said  as well so i know the s p p said their first panic research my new title is c p for a multicultural research we are going to be expanding and developing our multicultural services  and my new company has made a big commitment to the serenus so it's a pretty exciting place to be somewhat too exciting but i'm of first generation u s born both my parents were born in mexico and  i grew up in east los angeles and i was talking about the people's republic of east los there are more latinos in los angeles than there is israelis in israel than there are danes in denmark than there are kiwis in new zealand i don't understand why we don't have our own seat in the security council i just don't know so you have my education there is proof of being you know i'm perfectly over over educated one of the examples of that was at one point i was able to take in my last class to my last met my second master's program which in my m b a i was able to take just listen to the professor take notes in my notebook and i could have turned that my notebook in as the final exam i could tell by the inflection by that point in my career i could tell from the inflection my professors voice what questions were going to be on the file and i was one hundred percent right i could just turn in my notes and there was a way so i ran my own company yes i was was a smart ass and i ran my own country company for twenty one years and then i was my company was acquired by a larger company and then else six months later acquired by a global giant sela in my head is still spinning and if i do a linda blair interpret impression don't be surprised so we have a lot of information to talk to you about and this is my favorite this slide is amazing this is the rising tide and other people have talked about this numbers but this just shows that as a rising tide in that forty seven percent and twenty fifty does not include native americans it the and it doesn't really include all the mixed race so that that that rising tide which is raising going to raise all ships that are prepared is very clear you see this panic market going up essentially two percentage points of more of the total american population every ten years and the african american about half a percentage point and the asian american also about a half a percentage point so that's pretty impressive and basically i was describing it say it to my it internally to my people j f k this is the rising tide that will raise the ships that are prepared and if you're not you're on a little spit a land  and some of his phone is ringing please turn off your phones little spittle land with katrina coming ok because the world is going to be different place and you have to be prepared for it this is looking at just hispanics and this is a pretty interesting look especially because the the new immigrants this this group here was where all of the hispanic advertising had always been focused they were going after the spanish dominant consumers the immigrant new immigrant group was growing faster than the other and was always a focus of concern they were afraid of wanting to reach people who were not otherwise being reached with the general market advertising well those are the old days and that's no longer the case and that's not the way things are working these days so you see the various shades of blue i mean they're all still blue they get a little paler and paler and paler as they go up but basically you're looking at the new new face of the hispanic market that it is going to be involved more multi generational space what's really interesting is that you look at the culture ation factors over the years and most people do some sort of acculturation segmentation and it's usually comes out with groups you know the quote unquote acculturated which is a term i hate because sounds like people don't have a culture they do have a culture so i call them highly either highly hispanic or less acculturated so your choice and then there's the bi cultural and then there's the high highly acculturated but even the highly cultivated are still latinos and but everybody everybody always assumed that if you look at these three groupings that's what's going to happen in both languages and so all marketing messages from both sides are hitting them and if they're contradictory or if they're not coordinated you're going to have problems and so the hispanic i did see is used to have a really simple task they only did things the spanish their only focus was and spent the the spanish dominant and the least a culture ated and that doesn't fly anymore because the big bulk of the market is now also influenced by general market advertising so gen says can't get away with their old b s which was to just pretend that everyone was just like them which they are not and this panic had agencies which you said basically bring in people from latin america who are you know completely spanish dominant hadn't gone through any of the acculturation experiences that people experience when they grow up here and the advertising that they were doing was so in the  didn't reflect on the realities that people face as they lived here in the u s and slowly doctor to the american culture so this is where spanish live and you can see the various colors  blue is mexican of course the red is puerto rican and the green is cuban and you'll see how the blues when and this this is the mexican population i'm sorry  this is the mexican population and there are couple of pretty funny things about this one is the obvious you'll see in you know the two states the two biggest states california texas between them they basically can come close about fifty percent of the total market of the total us panic market so it's pretty pretty dramatic the l a market alone is about twenty percent of the told us hispanic market so that obviously pretty good big but there's a couple in seeing things that that surprised me one is this there are mexicans in alaska and these are people who are these are people who think l a is the frozen north ok seriously and it's pretty funny so let me see where we're somewhere in the the place and they're not just you know just the classic big four or five they're all over the place and you can seize up here some of the growth growth in specific areas specifically the  south and it's pretty dramatic and it's pretty pretty stunning particularly in places like the sun even on there was georgia because atlanta is now a huge hispanic market you can look at that georgia is just is is is very big alabama of course has been hit by this you know huge anti immigrant fervor and now a all of their crops are going and picked and they're they can't get labor but arizona it with the same anti  for they're not going to go away these people were there way before the white people shot up so you know we're not going away so that this whole stuff will just have to blow over and it will these are these are people who have a long term view so this is the actual drama that dramatization of you know in a big old big old pie chart of the whole and you can see how important the mexican population is relative to everything else and you know one thing that saul was talking about is how relatively powerful the asian community is relative to the other communities simply because of their buying power and the same is true of the cubans cubans only four percent four percent of the total hispanic market but they are the all over t v you know they're all over the news when everybody thinks all hispanic market think of marco rubio he you know is four percent it's just four percent so they are not the not even no longer even a majority in in in miami americans are really pretty a substantial presence in los angeles which no one really talks about so here's some dizzying numbers does it i mean market researchers love to bombard people with numbers like these and this is showing the market size in millions in two thousand and eight hispanic market share real growth of the of the hispanic market from two thousand and five to two thousand and eight real growth of the non hispanic market two thousand and five two thousand and eight and the real demand created by hispanics in millions ok and you see the nonnes panic market many of them are negative numbers or their own basically all negative numbers are or zero you know almost negative numbers so  no no growth in market growth total total restaurant and food categories is a minus two point five so this contraction in the non a spanish market but this panic market is five point two percent of real growth so without this panic market we'd be in trouble everybody in the food business would be in trouble look at cereal general mills was here earlier and another still here but the real real growth here minus two point two in the non penick plus four point one of the spanish salad dressings seven point four percent growth versus a minus two point eight peanut butter hispanics actually under index and peanut butter the in the despotic market and there was an result of that you see the gap between the seven point nine and the and the sixteen point eight you think potential i happen to want people does doesn't like peanut butter most americans think me a commie just for saying that but the asian american market is going to close to a trillion and the g l b t is also going close to a trillion so pretty pretty amazing growth and you add these up together you have a pretty substantial chunk of the market so the days they are changing so you know used to do work in research right so a lot of the ethnic research used to be done with add ons for  the minority markets and they didn't really except to understand that the we were that we were and are becoming the general market one thing i like to say is that the job market is now been demoted it's lieutenant market now no longer general and the total market is all of us the total market is the total market general market is just like a code word for white people frankly middle aged white people middle aged white men to be precise but that is really really changing and more and more corporate corporate entities are recognizing this but i have to say still when i when i travel around to all the corporations all around the country i will walk into a room like this and will be doing a big presentation and i'll be pretty shocked at how white the room is actually i made a mistake once of even commenting on that to a client i said but this is a white room and or she absolutely bristles you just really but it is true and we were there presenting some stuff about doing multicultural marketing i mean how could you do multicultural marketing if you don't have anybody in your room you know it you work with that represents those markets you mazel be marketing to martians you know you don't know them you don't know what they want what they need what they feel like what feels right to them what smells right to them what tastes right to them that you know all of that stuff you need to have your market place you're on your workforce represent the market you're trying to reach and you know i'll go ahead and piss people off and i'm to keep on mentioning that i said you know if the room in the room does not reflect the market you hope to reach you are not going to reach it i mean even with really good people who are really trying you know their you know who really care when it to work there are some things that they will miss and it's just it's just sad i mean we really need to collectively make get this figured out so marketing needs to address the entire market total market messaging tailored to all relevant groups and to the right vehicles when appropriate for each target researchers need to sample sources and research techniques that are harmonized for comparison across all demographic groups but still tease out differences excuse me one of the issues that i have is how different communities use scales and that's one of the problems that people are used to applying there are certain general market approaches and expected to work in this panic space and won't in the spanish market especially the mexican market especially the southwest markets they're really nice they're always saying nice things so you get ninety five percent top two box now what good is that do you have seven different seven concepts you're testing and everybody like all of them so obviously if you d v d set of project your research program to mirror your general market research program you're going to come up with data you won't be able to read you will not get discrimination you will not know which one is the best one which and why you think they like everything and many people will say it kind of say oh they like them all that's great so it is a matter of it will be picked well no i would not say that you have to be very careful of that and the asian community in general tend to tend to actually skewed toward the bottom part of the scale and the african american community in my experience tend to go either up or down the they love you or they hate you so they'll use both ends of the scale but that they all every community has their own way of doing these things so we've developed techniques over the years to try to get around these issues and we set up these like this is the there are ideal approaches called max stiff where we basically set up a whole series of choices of discrete choices and get people to pick which of these concepts which would make you most likely and least likely to buy this product or this this actually beaut of this claim or this color or flavor or whatever you know all the various things you might be testing and so you get you get the first topped out of four out of four options you get top choice bottom choice and then you mix the amal mix them up all enough for two so this is just six statisticians can do their magic and then you come up with not just a ranking but a ranking that also  shows the degree of preference so you get a score of the says like three hundred fifty versus two hundred fifty versus versus seventy five and twenty five so you basically get a midpoint you know where your midpoint is you know how  not just which ones rise to the top but how much by how much and so it's really and it works for general market works for everybody works for african americans asian americans and latinos as well as other countries around the world so we're in the process of actually is of developing global a global result a stone that will help us understand how to interpret data because it's not always so easy ones and a lot of quantitative studies but these are things that i've seeing now that i think would be things that marketers need to consider and here's the summary of them and it is that you know there are many types of hispanic consumers will talk about that integrate don't isolate communicate don't translate young latinas would be known for who they are not what they are mom knows best consensus and compromise hispanics don't live in one world the buying process for hispanics is changing spanish marketing is getting more complicated but that's complicated but that's good and it's bank research is fun but it isn't easy so let's start with there are many different types of hispanic consumers now every single group has talked about this before there's no just one type of of  consumer there's no one type of asian consumer and by the way i really love christine christine as a presentation of a game working one on one and i can also say i'm available for private tutoring anyway segment so we'll just market to hispanics that is ridiculously simplistic and would not work could not possibly work so there are many different ways are there are they are distinguished they are distinguished by country of origin acculturation level so sick anomic group geographic distribution shopping in person person purchasing behaviors personal traits such as loving or hating cooking for example or an attitudes and propensity for new product adoption and things like that so accultur a replacement for category specific segmentation that is the most important thing i need to say here people will do a set a culture racial segmentation of the spending space and just use that as their only segmentation that is not even vaguely appropriate the thing is every different category will have different sort of attitudes and perceptions some people like chewing gum some people don't some people like to cook some people don't you know hello and it cuts across you know culture ration levels of cut you know so it's not so simple a thing you can't just assume because they're in a culture that all of the cook my mother is going to mexico could cook her way out of a paper bag not on a bet we used to go home for thanks but all of our kids cook my dad was a good cook so we would go to home for thanksgiving entire to a chair in the kit in the kitchen toilet so she could tell us where things were we would let a touch of thing so you know so you every every person is going to be different every person to have a different relationship to a category differing relationship to brands they may come from a country where your brand was very well known or from a country where it was their brand was even visible they may not have any history with you so you know it really really varies so they really need to look at history every country company needs to look at how hispanics relate to a particular category and a particular brand and its cannot cannot cannot use segmentation i mean acculturation as it is a replacement  for surrogate for a real segmentation isolation versus integration now this is a big issue and i still encounter this on a day are virtually daily basis and calling on big big companies across america living in spanish in an isolated marketing island is a sure way to frustrate your own efforts if this isn't part of their whole marking conversation this is a part of your whole view worldview you will not lead yourself down the wrong  the wrong path because if you don't do that you're you'll never be able to avoid you know condescension language misuse and message confusion so all of your marketing is to consider the bigger the big market components as part of the whole and as one example that solomonson was mcdonnell's one of the best companies it does that is is mcdonald's they consider everybody everybody and coke does that  say they consider everybody in the vela paying their whole whole campaign so they basically do this in such a way with such an depth of an commitment to that concept that what they come out with is a positioning that is so it's really very at a very high level it's at a very high level it's very pure it's very clean very poetic it addresses some basic human truth and so like always good one for coke and actually wal mart does the same thing but mcdonald's i'm loving it you know that's the same thing it's really loving something it's really pretty easy way to you know it's a concept to translate because every culture has that same idea somewhere so it's pretty important to  to really think about all of your and all of the cultures you're going to be addressing when you're developing a messaging your basic strategy and that doesn't mean you exactly mark them the exact same way but when you treat them as part of your new american mainstream their issues are part of your overall strategy no i was talking with one company about this and they are saying that we don't we don't look at the how they culture it at all but we want to find the core human truths in this panic space so that we can see if you can correlate sensibilities and tastes there are many there you know they're confident the american culture but they still have those core values and if you don't look at them you will probably not find those core human truths because many in many ways what you're doing is you're panning for gold right you're panning for gold and you take everybody in there and you know you might find some pebbles that might find some little nuggets but when you when you get down to the highly acculturated what you're finding in there as hispanic nuggets this is panic mcdonald's certainly and coke as well they they get they find that basic core human truth and they appeal to that they address that but we will often find that is in most highly cultured latino's so i had a lot of cool really funny everybody loved it it was a monster hit show the asthma groups over the law just instantly instant falling over themselves laughing so but then we showed that the spanish language campaign was really seemingly quite clunky because they really couldn't use got milt because it basically trant translated as are you lactating so they didn't want to really do that so this wasn't a problem breastfeeding campaign so  they had to do something different so they'd come out with this deal is that sufficient to let you oyo now if that's almost like the anti got milk got milk is so funny so short so sweet but this is did you give them enough milk today you know it's just reminding people to make sure you thing they've ever seen they laugh and laugh and laugh and they show the show them a span a campaign that they cannot has reached their heart it touched them it moved them and they understood it and they loved it and they loved it as much as they love got milk but in a very different way because it touched a different part of their consciousness so it's just you know so you don't always market to the people the same way but you have to still think about and consider everybody's point of view and everybody's different you know all the various pieces of of the american music so communicate don't translate now simply translating in general market efforts from english to spanish as it is vastly under serving your potential and virtually guaranteeing problems virtually guaranteeing problems one of the i presented this in my internal meeting and my company was presenting trying to pitch to everybody across every field in every industry in america about the importance of doing multicultural work and i started the whole presentation in spanish got a few laughs from that i said oh you actually want to hear this presentation in a language you understand ok so then i presented the whole that that exact page that had been in spanish in really badly translated english and it brought home the the medical structures that were you know direct literal translation it's like you put the google fish that you get it's just like it's just really bad and so there it was it just brought the whole issue home and they realize this is what they do to their hispanic consumers when they just translate a questionnaire you have no idea what you're talking about so the answer you're going to get from that data is going to it's going to be rather random people say oh god i've got to finish this question i have no idea what they're asking about but this and go on wasn't originally written in spanish and the way we do that in our in our group is that we when we write a quest banish language an english questionnaire that will be in spanish and in english we think of this banish we have the spanish in our heads not writing the both simultaneously but we know what will work and what will be clear so you end up writing actually and the result is better english because it's simpler it's clearer it's more direct if you are dangling participles in fewer you know mr actions and miss you know complicated sentence structures so it ends up you end up doing a better job of the english version than you would have otherwise because you had another language in your head at the same time and it had to really address both so you don't translate words you translate meaning tone mood flavor and cultural context so you might as well just write in a spanish because often you know it's so easy to to get the tone wrong to get the mood wrong to to influence people to buy a suit questionnaire so obviously culturally to messages are key in marketing particularly when these messages are part of your overall corporate and our brand strategy so that you know if this stuff is important to you and the be that's your job then you really have to be aware of what you're doing and that includes means including the market in your thinking so this this i say this young latinas want to be known for who they are not what they are and i think that's really they really believe basic but honestly i think that applies to every every everybody certainly certainly all young people they don't want to be zoomed don't sell me talk to me don't sell me stuff just speak to me and because they want to be relevant you refer to for who they are who they are and what they're doing not you know what category you think you want to lump them into a member doing some some some some ad test sessions and we had a group of young people who all spoke spanish were testing these as you know of those for a beverage company a soft soft beverage company and and so we had these kids in the had to say in english and i said it in english with no accent american english with no accent so they could tell i spoke english so i know and they completely transformed these prim and proper perfectly polite nice you know little kids categories is just the wrong way to do it just who are they what do they'd like to do and i think soccer player i mean you know it's it's i actually went to see the world cup when it was came to america and it was it's at stanford stadium and my sister was restaurants and clubs and things and they it was so they were all the course the world cup games from all around the country were on and this is politan california very very straight laced you know place and all of the state all every bar and the was the most exciting thing in the world so i mean if you're just soccer you're into that so even in the speaking soccer players suck kids kids who play soccer will watch spanish language t v for that so you have to know that when you're doing your spanish  advertising and you're buying space you're buying time or doing you know some little surround things are beginning involved in the in the world cup games you're reaching english speaking consumers as well absolutely so so anyway so but behind this curtain last point there you see that the big story in the spanish space and that is that the bilingual bicultural segment is revealing itself as the dynamic grow sector it's now at least fifty percent it used to be that it was like fifty percent on a culture twenty five percent by cultural twenty five percent highly acculturated so now it's still twenty five percent highly cultured it is now fifty percent by culture by and the least the cultural group is only twenty five percent so that's a big change but people assume that people just bounce straight into how they cultured and that's not happening they're just getting to the by the by cultural which means any campaign you're going to be doing in english is going to reach them so if you sell you tell them something in your general market campaign and something different in the spanish language campaign and they're not coordinated they're like what the hell are you what are they saying you know so if you do that you're just asking for trouble knows best in this banach space and this works across to the cross acculturation levels mom knows best mom buy stuff mom order stuff even when the whole the structure it's all about ma's mom's rule everything they do everything and the only thing they won't do is buy beer my dad drank a lot of beer in his life and mother never bought one single drop of that not one so so anyway but when this thing thing is you know the moms do all that but they don't think it's all about them they know it's not all about them they're buying for their family they want to buy they don't want to cook something that no one's going to eat just because they want to do it they will make the fence at their head happy family happy then when they get the kids actually eat they want to have this whole thing experience be positive for them whether they like cooking or not cook don't like cooking they still want everybody to and the grandma you know the dog you know it's like everybody is there so they might as well brought in some dead relatives but the whole the whole family was there eating this pizza the general market version of the ad showed a working woman come home kick off her heels stick  frozen pizza in the in the oven you know it pops up being that she takes it out and she sits on the sofa to watch to watch the news and she stretched on the cell phone her husband reaches over the sofa to grab a piece of the pizza and she and if you're spanish a voice why would you cook if you didn't want to share why would you even think of doing this i mean how selfish can you be how horrible is that i mean it's like no they're trying to communicate in general market they're trying to communicate that this is so good you won't want to share but that's exactly the opposite exactly the opposite message this backspace if it's not worth sharing it's not good i wouldn't share some of that i knew was bad but i was desperately hungry but i wouldn't i wouldn't  have some of this it's sux i know it but if you think it's good she honey has some you'll love it that's the whole point whilst would you cook there's no other reason and pla so anyway the point is that you know even with these these women are making these choices a content part of the you know that they really try to make their families content they want to be content so they can include in lot of indulgences even if they don't really have the money i don't know how they do it it's just magic and you have to capture that magic in your marketing but they do do it consensus and compromise remember those words we used to actually have those words in america they actually used to be part of our national discourse well they are no longer part of that for sure but they still rule is back families because families have to don't have them they have limited budgets and large families so they have to they have to find ways to make this work because they can't buy six different types of sodas and three different for different brands of cereal they you know they've got to find things that everyone likes and they have to be love each other enough to be ok with not getting what they want precisely if everyone else likes it they'll be ok with that they'll be happy with that so they do it in abundance they joyce of those companies and they managed to be happy it doesn't mean they don't face a lot of problems but they endure and the one ways they day endure is by finding compromise buying the brand the crackers the br cereal the brand of of whatever it is they they they want or need that everyone will like hispanics don't live in a one on one world now this seems really very clear to me and as a researcher you know we get asked to do a lot of one on ones they're always interested in research markers always interested in you know consumers opinions in an in isolation well we don't want to be influenced by each other we want to know what you know that one person said things was panix don't ever do that one example of that was someone was what i was doing one of my clients was doing a door hanging thing and she was a series of marketing person she was supervising the store hanging effort and they were laying little bags of cookies on people's door knobs in this one particular latino neighborhood to see her and that side hadn't even been hadn't been worked yet so they hadn't been delivered the cookies but they went over to share their cookies with her because this is their friend and they'd they draw they took them to opinions they developed opinions together as groups america used to be pretty standard but we got more and more and more isolated more and more me me me me me me and and this passion out there and that's a really good thing and so when people talk about their you know the not understanding this panic market but they don't understand i themselves but they don't says what they don't that they used to be like they don't understand what american real american values were which is all about sharing all about caring all about being attentive to other people all up making your family happy making sure the everybody is all together having dinner together and talking about their lives in that what's going on and share in and providing things that they love and they like and and not just having it be what you want or not just not having the cooking to be different dinners you know having and having stuff that everyone likes so how this is all going to play out online is really going to be very interesting going forward because you know in the social media the blogosphere mobile devices all that stuff is still very much evolving but given how important the social context is to a spandex it seems inevitable that it will happen i always say you never see a single latino in the parks in los angeles they're always into groups of thirty five or more because they are they go out and do things in groups and this is a really important concept when you consider mark into this panic market but the buying process for spouses is really definitely changing there's nothing like a big fat recession to really you know make people have to the figure out how coupons work  subprime crisis because they were more likely to be victims of the sub the subprime predation but you know the way they handled it they've got family they've got cousins they've got brothers they've got you know you know aunts they just moved in you know it's like you know you think about it take ok someone so the you know they pulled they pull resources they do they know they share what they have whatever the little horror of a little they have they share it and and they actually survived the recession reasonably well psychologically at least on the surface initially but psychologically and physically because they had resources they have people to call on people to help them out it was really interesting to see to talk to people who've lost homes and who you know lost everything they have they lost their jobs and all that stuff but they were still ok they had their family they had their love they were good you know my father's fairy expression was saying it's only money money nose struggle and they don't there's a lot of things they don't have they do have love and they do have health and they do you know they they have a support system and that makes a big difference but anyway so hispanic market is getting complicated it used to be very simple you simply called you i didn't see the evidence you called univision boom done you just fancy i was advertising that was all they had to do well now that those days are gone it's much more complicated now you do have of course traditional broadcast ads they're very important but you also have to recognise that your english language advertising is impacting on this panic market as well you also have to recognise that you're going to be doing a lot more interactive stuff you know the concepts concerts and events and doing a lot of work online  actually a i moderated a session about the digital media and the new media and how things are changing this panic space and we had a really interesting panel this is in l a and it was really a fascinating discussion but well kraft has one like that avon has one like that several companies have are moving in that direction and they're doing more and more online stuff hispanics love to share their lovely new ideas and so they love to communicate they're all about connectivity so and hispanics have adapted smartphones faster the general market than the quote unquote now lieutenant market and it's really it's made a big deal it's a bit a big deal for them it's often the way they access the internet  they don't have computers at home but they have a smartphone and so one of the good its best examples of how to do this this panic space how to do market is fast pace is really just look at what cricket metro p c s and boost mobile have done really impressive they have a physical presence in the communities they have the ability for people to know commitment for long term contracts you can go and pay every month and go in person and paying cash if that's it you want to do and they have of a lot of mostly androids but they're they're doing really well and adoption is izumi and if you really want to study study the spanish market in success stories and how to do it right check out those three companies and going on to is panic research which is i did what i do for a living that's my main focus although my new focus is going to be multi cultural moving forward  but really research is not a commodity it isn't just about translating questionnaire it isn't about the numbers i always felt that i became a better quantitative researcher what i became a qualitative researcher because i realized the numbers aren't about the numbers the numbers are about people and you talking for stories are looking for three lines lives perceptions experiences and it's all about it's all about people so to do that properly really takes the big word is respect that you don't care about how much money these people who earn you don't care how much education they have you don't care how how you know what their weight is their height is or anything else all you know is that they are human beings you respect them and it hopefully love them and you know if you do have those things in your back pocket the work that you the path of starting in this panic market the key thing is you know you can't use the fact that other people have a head start on you as an excuse to not do something on the contrary you can see that as an advantage because they've they've already gone down these paths and there are a lot of case stories about they're out there about bad things that people have done you know stupid things that people have done and you don't you know you just you know have learned a lot from all these other people's failures and stumbles so that you can go down you know a very efficient path so so to taking on the challenge of seeing in spandex clearly is daunting it is daunting but because there are so many factors to consider but  a little good will goes a long way a long long way and honestly everybody knows works in spanish marketing loves it just loves it to death and when they and really want to do that and stay with it and people who have moved away from one reason or another are desperate to come back so now that we're starting our big new multi cultural practice it within j f k and so many people come up to me and said i want to be on that team and i want to do this and i've ruffled a lot of feathers because these are often the very best people in other teams but they really want to do this back work because it's so satisfying you really get to give your community a voice these are people whose voices opinions and thoughts and feelings are not typically heard and they deserve to be heard they need to be heard and people is talk about client services being the number one thing you've got to really serve your clients but honestly i think the best thing you can do for your clients is to serve the community to serve the latino community to be to provide their unfettered unfun fast with accurate voice and properly interpreted and popular understood and properly done voice to people who need to hear it it can't guarantee that they're going to do anything about it they have a guarantee that they're going to really provide them the pods and services they really need and deserve at the very least they will have heard their voice so my goal is to be that and do that for my community and in the in so doing i'll make my clients very happy and make them look very smart because hopefully with better information they'll make better decisions and when clients see the numbers and come to some i push back i'm not afraid to say no i think you're really wrong about this this is not we're going to this is not right because and i give reasons i give a sorrowful experience i give cite examples from other other other other companies other without name the the company of the categories say people have done that before doesn't work that's not the right thing to do this is what's going to happen this is the wrong thing to do so you have to stand up for what you know you stand up for what you believe and let people know that and share that with them and even if you sometimes ruff years and some you encounter some market people who think it's all about them and it's all of their career and not about the consumer and they're out there and you know if they choose to fire me that's fine i don't need to work for them that are that are sort of my personal perceptions i don't assume that that's the only way of seeing things i was curious if anybody had any questions or things that they wanted to to share or points of view they want to share culturally so what's what's the future for spanish marketing only is there or is there still need to continue doing my marketing spanish there is a need to communicate in spanish  there is a segment of the population and it's a large one given given the size of the community that needs information in spanish but i believe going forward i think more and more work is going to be bilingual more and more work is going to be  english and in spanish especially for a company like fingerhut that does a lot of direct mail sometimes a look at something that looks nice to hear and see in special or short the kids and the kids you know see it only as bad as they might think of this they're just they're just  not that serious they're only marketing to the spanish dominant there they're trying to use you so when you when you do things in that a bilingual it's sort of expands their the universe and shows that you're selling to everyone and anyone and you're not just isolating them or put them out on the little limb all by themselves that you're you're marking to them as human beings not as let the latino's so i think more and more work is going to be bilingual and less and less will be spanish dominant spanish only because the english language work is going to reach in the you know the spanish speakers as well and they'll be other people in their home in their home you know even within any one family there's no one absolute rule about what level of acculturation every single individual will be and what their language co the come to the united states a different age so all of those things impact on their language ability but to think that the old way of doing things was due to the spanish only and completely separated so isolated spanish english efforts and i think that's really got slowly going away and i think more and more works to be bilingual the next question for this so you're talking about have been bilingual for data total market or bilingual for hispanic market funny and she's cool and she's hip and she's she's charming and has a wonderful presence has a very popular show and you know she's a star and that's why they're using her so in this panic space the same basic concept should apply that  is that when you're marketing your marking to people you're marking the human beings you're marking to america and america isn't what it used to be america is different and a big segment of america is now by the wall so you put a foot materials out there in spanish or that mostly in english and spanish of your campaign but but no i think it in america there will be the more language options than were available in the past and by legal materials will likely be more visible going forward working with them with their friends from the national a gardener they're here today and they have some great opportunities for lead tino's but they sent me an e mail trying to do some marketing and was the old uncle sam we want you and then they sent the trans translation is there this sale now now i said well i said you can't do that because you have this this old man with a beard say we want you so there is a there's another example we have a well we haven't heard we haven't heard back on that one i don't know if  different a why people would join the national guard might be a totally different thought process a totally different way of identifying becoming part of america then a fine with with something so strong and powerful as a american military and it's a prime target and so getting the right message in the right language is important and you have to research it and get out there with messages and ideas and don't just assume that you do direct a little translation you're good message there when i think of marketing to hispanic entrepreneurs business owners employers things like that would what the tactics or thinking change for someone like me who would be focusing on that more than on the consumer that's a really good point question are we do some b to b work ourselves and i was of course a an entrepreneur for twenty one years and i ran my own company for a long long time so i was often the target for much of that advertising on the communications so i do have a lot of thoughts about that but one of the key things when you think about hispanic consumers authentic entrepreneurs their scale is probably very different from what the asian consumer might be an asian b to b market maybe spanish small businesses are probably going to be smaller in scale with smaller and missions the beauty salons and plumbing shops and you know they're just they're printing shops or less likely to be to want to start a franchise with one hundred thirty five printing shops they're more likely to want to have a nice little job with a nice in the career you know little shop so so you have to definitely consider what scale people expect to go to so if you show you know american express show you know the woman found in mrs fields and she was baking cookies and how she's got us a store in every mall in america well that's way beyond the spanish scope the way beyond their dreams they don't even even want to go that far they really wouldn't but they'd love to have a nice little business they'd love to be able to lead this business to the children they'd love to you know have a presence and dignity and in their community so the different traits in different values that these people would have that you would need to respect and understand and appreciate and and market to them accordingly so one of the things that we just did a big study for a major financial services company and they wanted us to apply this ridiculous questionnaire that was just made all these assumptions about what people even one for out of their lives of their relationship to money what are their goals what is it what level of financial literacy do they have they were just making all these assumptions that hispanics were exactly the same as it is a job market hundred parts and even with same incomes or not their goals their aspirations their dreams their perspectives their values are different so i said look no no no i won't do that we have to go back and understand from the get go from the basics how they see money what they what very happy but it started out by saying no i won't do that and the other questions yes