Electronic Retailer - August 2011 - Outsert06

LAETV
Jose Luis
Valderrama
President
ering the message. We should not generalize Hispanics;
we should reach them as individuals, adapting
the message accordingly to each community.
LAETV, Latin America Ethnic TV, is the largest
Hispanic media sales rep fi rm with 19 cable and
satellite TV stations. The programming of each
station comes from the leading channels in its
country of origin, which makes each channel a
unique source of entertainment and information.
Jose Luis Valderrama is president.
What makes the U.S. Hispanic market so
appealing to direct response marketers?
The Hispanic market is the largest minority and
represents 50.5 million people living in the United
States. It is a market that has evolved its consumption
habits over time. It is motivated, has a much
higher level of education and great spending power.
Also, the Hispanic market is used to DR products,
such as La Baba de Caracol and La Concha
de Nacar, products launched successfully in Latin
America in the ’90s.
What cultural differences should
marketers consider when developing a
campaign for the U.S. Hispanic market?
Marketers should keep in mind that Hispanics are
similar, but they are not the same. Within this large
market, there are different nationalities that use different
communication “codes” according to their
country of origin, each different from the rest. Each
community has different levels of education and,
therefore, different socio-economic levels. As a result,
due to these characteristics, each individual reacts
differently to a product. According to the 2010
Census report, the Salvadorian community grew
by 152 percent between the years 2000 and 2010,
and the Guatemalan community grew by 180 percent
during that same time. The South American
communities with the highest levels of population
growth are the Colombian community with 93 percent,
the Ecuadorian with 116 percent and the Peruvian
with 127 percent. The abrupt growth of these
communities makes us rethink the process of deliv-
6
electronicRETAILER | U.S. Hispanic Guide 2011
What are some steps a marketer should
take before it transitions from the
general market to the U.S. Hispanic
market?
Acculturation – learning and adopting the behaviors
of another cultural group – must come from
both sides. The process of acculturation that Hispanics
go through in the United States encourages
them to learn the language and the culture in order
to succeed in this country. Yet, if your goal is to
sell a product to a Hispanic, it is essential to speak
to him or her in Spanish. The advertiser must use
slang relevant to each Hispanic community living
in the United States. This will make the communication
more colloquial, and it builds a trusting
bond with each Hispanic community. The search
for a partner when entering the Hispanic market is
an important step in this process. The advertising
and media agency selected must help guide the client
through this acculturation process.
What are some of the misconceptions
about the U.S. Hispanic market?
The worst assumption one can make about a Hispanic
is to think that he or she is a misinformed
consumer. Hispanics are smart and very well informed;
they are intelligent, and they adapt very
well to technology. With the passing of the years,
Hispanics have been acculturating and integrating
themselves economically in the general market
and are becoming big consumers.
What is the best advice you can give
marketers who are considering entering
the U.S. Hispanic market?
My best advice would be to acculturate to the Hispanic
culture in the United States. Make an effort
to learn the language, understand their communities
and their concerns, get to know their music,
food and culture. Also, keep in mind that by 2050,
one in every three people living in the United
States, will understand and/or speak the Spanish
language. The client must be ready to evolve
alongside the market.

Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
https://www.nxtbookmedia.com