8 posts categorized "Media"

MundoFox takes on Univision and Telemundo


August 13, 2012
By Shereen Marisol Meraji

Hispanic marketing expert, Juan Tornoe, says the ad works.

    Juan Tornoe: It gives me the warms and fuzzies and a little tingling feeling when I see all these diverse faces that, by the way, are not stereotypical Latino faces telling me Americano como tu!

But Tornoe adds that a 30-second promo is one thing, diverse content that appeals to the American Latino, that's something else. He says American Latinos that speak Spanish want more then telenovelas, soccer games, and cleavage-baring news anchors. They want smart entertainment -- think shows like "Mad Men," "The Office" and "The Wire."

Please listen to the whole story here:

Or visit Marketplace.org

Providing Access to Your Website's Spanish Language Content in a Subtle, yet Relevant Way

EnieWe have been working on a way to clearly, but un-intrusively, provide access to our client's online Spanish content. The "En Español" button or hyperlink is simply boring (and it disenfranchises a percentage of the site's visitors), the Flag - be it from Spain or Mexico - even though helpful, to a certain degree leaves out people from other nationalities/heritages.

So in this new world where Social Media is pervasive, we found a way to "stand in giant's shoulders" and take advantage of the ever-present icons leading people to a company's social media pages: Sneaking in between the facebooks and twitters of the world a little icon with a simple "ñ" - enie. If in doubt of what it means, whenever someone hovers over it, a little text message appears which reads "En Español". Click and estarás en el contenido en español del sitio web.

Screen shot 2011-12-21 at 10.57.09 AM

Yes, the "ñ" is not exclusively used in Spanish but it has become a symbol that universally represents it.

Check our the unveiling of the Eñe Icon at our client's site: http://www.finishatut.org/ , The University of Texas System's new online bachelor's degree completion program.

Screen shot 2011-12-21 at 10.54.18 AM

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

The Truth About Hispanics Online

By Juan Tornoe

Don’t get me wrong by what I am about to share with you. I am Google’s #1 admirer and avid customer, using them for just about anything I do online, on a daily – or should I say minute by minute – basis. Bottom line, I am not in a crusade to discredit them in any way, shape or form. Still, there are certain minor details or nuances that seem to have passed undetected on their recent outreach efforts to sell Google as the ultimate tool to reach Latinos. I’m certain that using the web, and Google specifically, is a great way to reach out to a very interesting segment of the Hispanic market, but you must really understand the different segments of the Latino community before making any serious investments to connect with them; you must really know your customer.

Google’s insightful results come directly from interviewing 4,117 Hispanics who are anywhere within the English-Spanish language spectrum, and are US residents age 18+, INTERNET USERS, who in the next 6 months intend to purchase items within at least one of the following categories: Auto, Retail (like a pair of socks at The Gap), Tech, and CPG (I’m guessing a pack of Trident gum counts). A quite broad, although interesting range of people.

Now let’s take a look at the pool from were this individuals were taken from. There are several estimates out there that put the number of Latinos currently online at least at 60% of the entire US Hispanic population. What is not mentioned along with such headlines is that “being online” is defined as “accessing the internet at least once a month for information or entertainment.” At the same time, we have been informed that only 1/5 of online Hispanics are “power users”, defined as those who spend 24 hours a week – about 3.5 hours a day – on the web. According to this last definition only about 12% of Latinos are “online power users.” A much less exciting number than the previously mentioned 60%, don’t you think? It takes one spending three and a half hours a day online to be considered a power user? In that case, I am a Triple-Platinum Ultra Super Power User! But I digress…

So, all the great information included in the Google “Four Truths About US Hispanic Consumers” presentation is definitely useful and worthy of notice, BUT it does not apply to the almost 47 million Latinos living in the US today, nor to the approximately 30 million Hispanics who access the web at least once a month, but it does to the 6 million (give or take a hundred thousand or so) Latino Power Users. Hey, although Latino Power Users still represent the population of a small country, and more importantly the kind of customer most companies salivate over (or should be salivating over), there are 24 million “online Latinos” for whom these numbers might not fully reflect their current web usage.

The Pew Hispanic Center reported in 2010 that 47% of Spanish-dominant Latinos use the internet, compared to 74% of bilingual Latinos and 81% of English-dominant Latinos. By taking these numbers into consideration along with the information shared above and the wealth of data included in the Google presentation, it is likely that most of those Latino Power Users are either English-dominant or bilingual.

Curiously, the Google Insights report along with its case study videos actually reinforces this fact. The “Four Truths About US Hispanics Online” as well as “Connecting with Hispanic Moms Online” videos show English-dominant Latinos sharing how they are connected to the web on a constant basis visiting sites like TED, The Weather Channel, Newsweek, facebook & Gmail (using English language interfaces), The Colbert Report, Fandango, Sports Authority, Macy’s, Orbitz, searching for “best price for tvs” on Google… You get the picture.

Then, when you watch the case studies for Kraft and General Mills, you see takes of the same English-dominant Hispanics, actually navigating the web in English combined with others takes of the corporation’s staffers sharing their success stories and of their Spanish Language websites.

Yes, Kraft’s Comida y Familia and General Mills’ Que Rica Vida are Spanish-only websites that, independently of the great results they are certainly getting, I don’t believe are the first choice for obtaining this kind of information on the web for the “cream of the crop” Latino Online Power User that is being presented.

There is one thing that is being overseen here: Hispanic Marketing is NOT Spanish marketing! The Latino market is quite complex and diverse, with a wide range of levels of acculturation, assimilation, language preference, etc… When you are marketing to Latinos, it is quite risky, and inaccurate, to say that you are helping them navigate life in the US… What about those 2nd, 3rd, 4th+ generation Latinos that have only been exposed to this lifestyle since the moment they were born? They might just be listening to Grand Funk Railroad’s “We’re an American Band” on their iPads, as one of them is actually doing on one of these videos!

Yes, I am using and will continue to use the internet and Google specifically to reach a very profitable segment of the Latino Market, and recommend you do as well. Yes, I believe there is a great opportunity to reach out to Spanish-dominant Latinos using the web – as Kraft and General Mills have been doing – and will continue preaching just this. Still, you must be careful on how you build your case; the worst thing that can happen is having many advertisers jump into the “Reaching Latinos Online in Spanish” bandwagon, just to become disenchanted because their results don’t meet the high expectations that were set. It is much better to follow one of Tom Peter’s formulas for success: under promise and over deliver.

In This Decade, Every Room Is A Screening Room : NPR

Consultant Juan Tornoe, who studies the Latino market in the U.S., doesn't see his phone as a screen, but as a "window to the world." He says cell phone usage is huge among Latinos — and their user habits are sophisticated.

"You're not only connected to friends and family, you get access to information," he says. "You get to send and receive e-mail. You get to participate in social media, listen to music, you name it."

Tornoe's window to the world is wide open, and that really appeals to Poniewozik. He says that 10 years ago, he'd write an article and have no idea what readers thought of it. No more.

via NPR's Morning Edition

Had the opportunity to chat with NPR's Elizabeth Blair a few days ago :-)

Online Latinos say Adiós to Home Depot

By Juan Tornoe

A good friend sent me a quite disturbing message late last week: “Home Depot is shutting down their Spanish language website”.

I was quite perplexed given that just a couple months ago Home Depot was announcing with much fanfare the site’s launch, “a replicate of the English language e-commerce site, with 40,000 products available to online shoppers”.

I agree that maintaining 40K plus pages up to date can be a Goliath-sized feat, especially in the midst of this economic crisis, but completely eliminating all Spanish language online presence is quite a radical shift. Wasn’t there a middle of the road compromise? At the very least they could have kept (as they had before) a basic Spanish language online presence, sharing, in their own words, “know-how information for home improvement projects”. From there they could have clearly redirected people to buying online IN ENGLISH or to visit any of their convenient locations where bilingual personnel would be willing and ready to serve them in their own language (ad jargon intended).
Home Depot
It has been reported that the main reason of shutting the site down was “that half of the visitors to the site were from other countries”, which is not the same information that Spanish speaking do-it-yourselfers now encounter when visiting espanol.homedepot.com: “Hemos escuchado a nuestros clientes hispanos y lo han dicho claramente: el lugar más importante para centrar nuestros esfuerzos son nuestras tiendas”. Paraphrasing in English: We have listened to our Hispanic clients’ voices loud and clear: Our stores are the most important place where we should center all our efforts. Hmm. Can someone please tell me how these two statements relate? It is a well known fact that many U.S. Spanish language sites get a fair amount of traffic – to say the least – from Latin America. Given the lack of quality information currently available from South of the Border websites, Latin American web surfers are attracted, like flies to honey, to U.S. based sites, especially if they are in Spanish. Just check Univision.com in Alexa and you’ll see that only 33.1% of their traffic comes from the United States… Wow! They are even in a worst position than what Home Depot en Español claimed!

To say the least it is quite disappointing to see one of the largest retail companies in the U.S. take a step back on this arena. I've always said that giving Latinos access to INFORMATION in their language of choice is of primordial importance to any company in America. Also I have said that companies should not expect to get the same results they are getting from their English site on its Spanish counterpart. Traffic will most likely be lower; visitors will be mostly looking for information, rather than to buy online, but those who do end up buying will be delighted (if the experience is a good one) to be able to purchase right there and then in their own language, from a brand they’ve come to know and trust. Thankfully, there are other major retailers, like Best Buy, who are still committed to maintaining a Spanish online presence.

Having a Spanish language section of their website is now part, from where I stand from, of a company’s  cost of doing business. If the largest minority in the States were from Denmark, I’d say they’d have to also have their sites in Danish! Bottom line, it is all about dollars and cents. If early on you manage to turn some of those visitors into paying customers that would be some very sweet icing on the cake. At this point in time you are mostly establishing a relationship with, and gaining the trust and goodwill of, the small but growing number of online Spanish dominant Latinos, knowing that they will become more sophisticated online consumers as time passes and they will have your company’s name right there at “Número Uno” when they are ready to purchase online whatever product or service you are offering.

Then there’s the emotional aspects involved with establishing deeper, more emotional and profitable relationships with English-dominant Latinos who will see your company as one they want to do more business with, given that it openly recognizes, through – among other things – the investment in the Spanish language site, that the entire Latino market is important to you. 

As far as getting traffic from outside the U.S., it is actually an opportunity. Through geo-targeting you could sell advertising on your information pages while at the same time develop partnerships with similar companies in Latin America, with whom you could service clients in the region. Doesn’t Home Depot own stores in Mexico? They do! And even have a website for it: http://homedepot.com.mx BTW, it is (drum roll please) En Español!
Home Depot Mexico
Giving credit to part of Home Depot’s strategy, indeed it is important to cater face to face to Spanish dominant Latinos at your place for business, and it is good business practice doing it through the use of signage and the hiring of bilingual staff. That said, not all Latinos are Spanish dominant and you must never mistake Spanish outreach with Hispanic outreach. The Latino community is way too diverse to try simplifying it that way.

I truly hope that Home Depot reconsiders its decision.