11 posts categorized "Facts and Figures"

El Elefante in the Boardroom: Growth of the Latino Community in Central Texas - My notes for #AARO35 panel.

September 21, 2015
By Juan Tornoe

Depending on migration numbers, from Zero Net Migration to maintaining the same migration numbers as the 2000-2010 decade, by 2050 Latinos will represent anywhere between 43.6% and 50.7% of the Austin-Round Rock Metropolitan Area. In either case Hispanics are becoming the majority of the population in our region.

Latinos are becoming a market not to be ignored by businesses and organizations if they want to remain relevant, keep their doors open and prosper in the upcoming decades.

Yet, Hispanics are still the Elephant in the Boardroom, having many categorize us under way outdated stereotypes – at best – or completely ignore our existence and/or relevance for the future of our region.

According to Martin Prosperity Institute’s 2015 Segregated City Report, Austin consistently ranks among the top 10 most economically, educationally, and occupationally segregated cities in the United States. This issues need to be addressed.

I believe today there is more than one “Austin”, and that if we want our city to truly prosper and lead during the following decades, there is a need for recognizing this reality, and having all those affected by it actively work to make it one. This is everyone’s responsibility, every single ethnic, economic, political and social group should work towards integration and collaboration with others in order to be ready to move forward into the second part of this century.

It is not only the current majority, Non-Hispanic Whites, who need to do take action, it is also the largest minority, Hispanics, who need to not only stop self-segregating from other ethnic groups, but among themselves, be it by generation, country of origin, education, or income level.

We need to get to know each other, understand other’s culture and individuality in order to break down stereotypes and create a true understanding of those communities around us. All this striving for a better society as well as a positive economic future for our region.

We need to understand that not all Latinos work blue-collar jobs, only speak Spanish, or have a Mexican heritage. We need to search for the things that make us similar, rather that the things that set us apart.

Latinos, Cars, and Ford Motor Company

An interview with John Felice, General Manager Ford Lincoln Marketing

By Juan Tornoe

John_felice Through my good friend Alvaro Cabal, I had the opportunity to connect with John Felice last week. As mentioned above, John is the man at the wheel – pun intended – of all marketing efforts for Ford. He was kind enough to share with me many interesting insights on what’s going on in the industry, and specifically at Ford in regards to the Hispanic consumer and his company’s efforts to establish a strong relationship with Latinos.


Juan Tornoe: Over the last year auto sales volume growth among Hispanics has over indexed in comparison to the General Market. What has Ford specifically experienced regarding Latino auto purchases?

John Felice: According to the data we have through June 2011, the Hispanic auto market is growing and recovering faster than its general market counterpart. Specifically, the Hispanic market has increased 23.8% and the general market has increased 17.5%

Year over year Ford’s Hispanic car mix has increased +6.0 ppts, 32% to 38%. Hispanics are back buying vehicles and looking for full efficient small cars with great design and features that complement their lifestyle. Ford Focus and Ford Fiesta are hitting that sweet spot.

If I was to pick a strategic priority for us, the one thing we could do better and put more emphasis on is growing our relationship and customer base with the Hispanic consumer.

It is time to raise awareness about the importance of the Hispanic consumer, because now Ford has a wider vehicle portfolio, beyond the trucks and crossovers; now we are right in the process of launching world-class small cars and crossovers. That gives us a great opportunity to have the right products at the right time for the Hispanic consumer.

Interestingly enough, each year we get our dealers together from around the country, and next week they are going to be here in Dearborn for our annual dealer meeting, and as the marketing guy, one of the few things I am talking about is the importance of the Hispanic market for them and their business. That’s how important it is to us.

JT: Could you share with us the themes that you will be covering during that meeting?

JF: We want to make sure that all the dealers are aware of the growth and importance of the Hispanic market, so we will be sharing some of the demographic trends, some of the industry trends – which I just mentioned. Also, we’ll share some hopefully eye-opening statistics around recent Census data showing the distribution of the Hispanic market; because people usually think of California, Texas and Florida, buy you look at the growth and it is everywhere in the U.S.! It’s not just a regional opportunity. Then we will be sharing them some of the marketing platforms that we have to improve our marketing to Hispanics. Things like increasing efforts in our Tier 2 (our Dealer Association), that is, working with our dealers collectively in our advertising to dedicate more resources to the Hispanic Consumer. We will also talk about some of our other very successful platforms, like Drive One 4UR School, which is a very successful community base program that we’ve had for many years, where the local dealer partners with the school and they set up a test drive event at the school property, and for every test drive there is a donation made to the school. Then the dealer gets to go to the school to support one of their sports teams or a building project, presenting them with a check for $4 or $5 thousand. It is a great win-win program because we get people exposed to our products and we get to give back to the local community. This year we have done these specifically targeting areas with high-density Hispanic populations, having all the language and making sure we have bilingual staff present. We are going to be expanding this effort going forward. Then we will talk specifically about them, about their staffing in their dealerships; do the local dealership’s sales and service teams reflect the community. 

JT: I understand that not only Latino auto purchases are increasing, but also there is a shift in the types of vehicles they are buying… Tell me what has Ford seen on this regard.

JF: A couple things we are seeing is a continued shift in segment preference, obviously Trucks and SUV’s have always been an important segment for the Hispanic market, but we are seeing more and more buyers – and this have been a trend over the last 10 years – shifting to smaller cars. That may be driven a lot by fuel efficiency or the makeup of the industry, but it is one of the trends we are seeing, especially towards the C Segment (like the Ford Focus or the Honda Civic) or the CD segment (like the Ford Fusion or the Toyota Camry), small and mid-sized cars.

JT: What are the main reasons Hispanics are migrating towards small cars, as you mentioned earlier?

JF: We have seen the same trend in the general market; in recent times fuel efficiency is so much more important, as gas prices have risen from $2 per gallon to $3 or $4 per gallon. The economic elements of that have given consumers the motivation to think about other alternatives. Do they really need the capability of a big SUV or can they have a car instead? The other systemic issue in the industry is that traditionally in the U.S., small cars have been “cheap and cheerful”, haven’t been with the latest technologies and features and all the things that consumers – both Hispanic and general market – want in a vehicle. This has quickly changed. For example, the new Ford Focus has all the latest technologies, has best in class fuel economy, the MyFord Touch and SYNC Technologies, Active Park Assist where you can literally take your hands off the wheel and the vehicle will parallel park itself, just by using the gas and break pedals. That is technology that you would only find in luxury cars before!

So again, the two big trends or key drivers would be the strength of the product offering in smaller vehicles and fuel efficiency.

We feel we are in a very good position to be in the right place at the right time with a product portfolio for the Hispanic consumer.

JT: What has Ford specifically done through their marketing efforts to connect with the Latino consumer?

JF: Part of it is having a dedicated Latino agency – Zubi Advertising – that works with us to be relevant to the Hispanic consumer, so we try to tailor our marketing messages specifically. It is a very important part of our marketing strategy to make sure that we are relevant and bilingual in our marketing communications. Also, we are very specific in tailoring our creative and other marketing assets to resonate with the Latino consumer; we get a lot of help from Zubi on that and that won’t change.

But, as I mentioned before, something that will be a specific point of discussion during our dealer meeting, is our engagement with our retailers and getting them more active.  I believe that is it very important to us to reach the Latino consumer at the community level. This is done through people and marketing platforms. If you take a very successful platform, like Drive One 4UR School and make it relevant, through having the right language capabilities and everything else, it can really help you connect with the Latino community. So we are evaluating our internal programs to do that.

We have three forms of auto advertising here in the U.S. We have Tier 1 or The Factory – my advertising, Tier 2 or dealer associations, and then we have Tier 3, which is your local dealer advertising. We have always had a Hispanic effort at the Tier 1 level; we are greatly expanding our Tier 2 advertising through various initiatives in Latino advertising; and the next step is to work with our retailers to not only advertise but to work to better meld into the fabric of the Latino community. Those are some of the things that we will be talking about in the meeting next week.

JT: Are there any media outlets that have you notice working better for Ford in reaching out to Latinos?

JF: We use several of the traditional media outlets – TV, radio & print – that have been utilized to reach out to Hispanics, but we have also found success away from traditional media in more experiential events where you interact with the Latino community vs. just trying to run advertising on various dedicated media.

Digital has also been a very successful media; with penetration in social media outlets such as twitter and facebook. We just opened our new facebook “Ford en Español” page; it is in a soft launch, so it is not officially out there, but it is coming up. Also, through Zubi, our Hispanic marketing team, we are working online with AOL, Univision, and Terra; the have been really successful platforms for us. We launched a very successful program for the Ford Fiesta called, “Ready pa’ tu Mundo” (ready for your world), which included a feature called a Slider, where you go from full Spanish, into Spanglish, or full English. 

JT: Anything else you would like to ad?
JF: I want to emphasize my personal passion to raise our awareness and market presence with the Hispanic Consumer. It is to me a tremendous strategic opportunity to Ford Motor Company; we have the right products at the right time.  

Note: Interview conducted on September 23, 2011

Reach Latinos through 'the culture,' speaker urges business leaders

March 22, 2011
By Ron Cammel

The growing Latino market is diverse and cannot be reached by clichéd sales pitches, Juan Tornoe told hundreds gathered for the West Michigan Hispanic Chamber of Commerce awards ceremony Monday at the JW Marriott.

But that did not stop him from having some fun with stereotypes.

In Grand Rapids Tornoe, a national business consultant and blogger of Hispanic Trending, summed up the growth in the U.S. Hispanic population quite simply: Salsa now outsells ketchup.

But he was serious about businesses reaching the estimated 47 million Latinos in the United States, or 16 percent of the population, whose buying power has grown much faster than the non-Hispanic population’s.

How does a business connect?

“It’s the culture, stupid!” he said.

“Hispanic people overwhelmingly say they want to preserve their families’ culture,” Tornoe said. “If you speak to the heart of the Latino community, it goes a long way.”

He said Latinos value social harmony, social flexibility and social speed — they tend to become friendly faster. It’s important for sales people to spend a little more time on the small talk and getting to know a person in the Hispanic community before talking business, he said.

And family comes first, he said. Hispanic women are a growing force in Hispanic-owned businesses, not for the wealth, but to look out for the interests of their families, he said.

Don’t assume Hispanics want to be spoken to in Spanish, he said. The large majority of Hispanics who use the Internet regularly, for example, use English sites.

If you want to joke around with “Spanglish,” be careful, he cautioned. Some advertisements have turned off the Hispanic community. Regular English-to-Spanish translations are difficult enough: A T-shirt hawked after the pope’s visit to Miami read in Spanish, “I saw the potato.”

Tornoe said businesses reaching out to Hispanics need to remember the broad range of income, education and social levels, while recognizing some common cultural characteristics.

But in any case, the Hispanic market is here to stay, he said. “It’s not a matter of when you reach them. You will. It’s a matter of understanding them.”

Source: MLive.com

Search-wise: Latino is Kicking Hispanic's Behind...

Here's Google's explanation of the numbers above: The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time. They don't represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100. Each point on the graph is divided by the highest point, or 100. The numbers next to the search terms above the graph are summaries, or totals.

Hispanic Households and Consumer Durables 1998 - 2005

Today I received a press release from the Census Bureau with the header, "Homes with Cell Phones Nearly Double in First Half of Decade." You can thank them for sending me down this rabbit trail... "Inquiring minds wanted to know" not only how HH cell phone ownership trended through time for Latinos, but hey, I could also find out how the % of ownership of other interesting (at least for me) consumer durables varied in recent times in Hispanic HHs, AND how they compared with the Jones' (non-Hispanic white HHs, that is). So after downloading a whole bunch of reports from the Census' site and playing around with the information for a while I came with some interesting graphs, which in the spirit of Thanksgiving (as in thanks for Juan's OCD), I want to share with you. You can download an excel file with all the raw data by clicking here. The numbers are quite revealing in regard to certain cultural nuances present within each of the groups, don't you think?

Cell phone

“If I were an aging white person”

Note from Juan: Usually I am not this insistent, but today I am compelled to urge you to read my friend Dave's article. It is a must read for anyone living in the United States today, especially for those with "issues" regarding the nation's increasing diversity.

March 3, 2009
By Dave Schechter
CNN Senior National Editor

“If I were an aging white person,” Ron Crouch begins provocatively, “I’d want to find some young black and Hispanic families and ask them how they’re doing because those young Hispanics and blacks will be taking my butt down the road” as they become the taxpayers and leaders of an increasingly multi-cultural America.

Continue reading Dave's post on CNN's AC360 Blog.

Hispanic Average Annual Expenditures

Last week I received a message from a major corporation serving the Latino community in the Food sector (I won’t name names) asking for some specific info they needed to put the icing on the cake for a presentation they were about to make to a MAJOR retailer (again, I’m not naming names).

Knowing where to find the info they needed, I went directly to the U.S. Department of Labor’s website and got the Average Annual Expenditures, according to all the Consumer Expenditure Surveys I could find where the segmentation showed exclusive data for Hispanics. I found data from 2003 through 2006 and shared it with them.

Then my OCD kicked in…

You can download the excel worksheet that came to be once my obsessive-compulsiveness was fully satisfied. I hope you find it useful.

There are so many interesting inferences that you can come up with from reviewing the data, not only as absolute numbers, but through the passage of time AND by viewing the Latino Community annual expenditures as a percentage of their after taxes income... Then you compare it with data available for Non-Hispanics and it gets even more interesting!!! Have I told you already that I am a research freak?
I’ve come to some pretty cool conclusions; I’d love it if you would download the worksheet and
share with us what data caught your attention. You can always comment on this post or, if you prefer, shoot me an email.


Latino vs. Hispano in Google Search Results

By Juan Tornoe

Yesterday Google gave “your favorite Guatemalan” (and admitted OCD research freak) an early birthday present. They came up with the “Google Insights for Search”, which, paraphrasing Google itself:

“… analyzes a portion of worldwide Google web searches from all Google domains to compute how many searches have been done for the terms you've entered, relative to the total number of searches done on Google over time. Then it shows you a graph with the results, indicating interest over time, plotted on a scale from 0 to 100; the totals are indicated next to bars by the search terms. On the results page, you'll see a heat map graphically displaying the search volume index with regions, subregions, and cities.”

So I went in and compared the search results for Latino vs. Hispanic. As you can see in the image below Hispanic was “Número Uno” from 2004 thru 2005, from 2006 thru early 2007 the terms were almost head to head, and from late 2007 until now Latino has been the most searched term between them. The latter, very likely led by searches for the "Latino Vote" and similar phrases.
Go to Google Insights for Search and play with the results for yourself.

You will see that California is the state where the highest relative number for the search term “Latino”, while New Mexico is at the top of the list for “Hispanic”. The state information supports the general “rule of thumb” that says you are safe using Latino in the West Coast and Hispanic in the East Coast and Texas.

Interesting stuff…