Leo Manzano, a 2012 Olympic medalist, tweeted celebrating his victory for both the USA and Mexico, reflecting his dual cultural identity. Some saw this as disloyal to the US, while others saw it as pride in his heritage.
Procter & Gamble understands the Hispanic-American consumer market better than most. They have a long history of Spanish-language advertising and promoting diversity. During the 2012 Olympics, P&G effectively targeted Hispanic-Americans with family-centered ads that highlighted Latino athletes and made this group feel represented and part of both their community and country.
Understanding cultural diversity and mirroring the identities of the target consumer group is key to effectively marketing to Hispanic-Americans. The
2. Leo Manzano – 2012 London Olympic
Medalist (1500-meter)
3. Leo Manzano – 2012 London Olympic
Medalist (1500-meter)
Quote by Manzano via Twitter following his race: “Silver
Medal, still felt like I won! Representing two countries USA
and Mexico .”
Two different tweets: one in Spanish, one in English
CNN opinion columnist Ruben Navarrette Jr: “That’s funny. I
only saw one set of letters on his jersey: USA.”
Is this a sign that he had not forgotten where he came from
or rather a sign that he is not loyal to the United States?
4. Flash Back to 1992
Oscar de la Hoya: 1992 Olympic Boxing gold medalist in
Barcelona
5. Hispanic-American Population
Hispanic Population
As of April 1st, 2010 : 50.5 million (16.3% of nation’s population)
43% increase in Hispanics from 2000 to 2010
Significant decrease in number of illegal immigrants
At least 20 different countries are represented, 63% of which
are Mexican
Now considered the largest minority in the United States
35 Million: number of U.S. residents 5 and older who spoke
Spanish at home in 2009 (of those, more than half spoke English
“very well” )
6. Hispanic-American Market
Market Behavior
38% of Hispanics found English ads less effective than Spanish ads in terms
of recall while 70% found English ads less effective in terms of persuasion.
56% of Latino adults respond best to advertising when it’s in Spanish
Hispanic-Americans are assimilatING not assimilatED.
Adopt and adapt integrate native and traditional immigrant culture values
with dominant cultural ones
Values
Word of Mouth
Centrality of the family – their needs before your own
Latino Mother is the caretaker
“Marianismo” : idea that the role of the mother is to sacrifice everything for her
family
7. Marketing Strategy
Need an example of a company that truly understands this
market? Look no further.
8. P&G and the Olympics
P&G : flawless embodiment and true understanding
“Best Job”
Understand the value placed on mothers in the Latino community
9. Procter and Gamble
A.G. Lafley – Chairman and CEO : “As P&G’s customers,
suppliers, and employees become more and more diverse,
our success increasingly depends on understanding the
communites where we live and work, and reaching out to
people from all walks of life. That is why for many years now
we have developed and supported initiatives to help enrich
the lives of Hispanics in our community in everyday
ways…P&G is committed to staying in touch with the needs
and issues that matter most to Hispanics.”
A Common Goal Drives our Aspirations – P&G and the Hispanic
Community (Brochure)
10. P&G: Example - Commitment through
Understanding
1961 – P&G airs its first Spanish language TV commercial in the
United States, becoming one of the first major corporations to
advertise on Spanish International Network (later Univsión)
2002: Gain Hispanic Advertising Campaign wins EFFIE Award by the
New York American Marketing Association for “Most Effective Ad
Campaign”
2003: Crest becomes the first P&G brand that airs a Spanish
Language commercial during a nationally broadcast television
event, the 45th Annual Grammy Awards, which reaches a general
audience
2005: Hispanic girl Enya Martinez is selected as the next Crest Kid
11. P&G: Example – Diversity
1963: Former CEO Howard Morgan initiates a diversity effort which
later leads to P&G implementing Affirmative Action Plans across all
organizations in 1965
1972: Supplier Diversity Program launched to identify and work with
minority-owned businesses
1985: P&G Consumer Relations begins offering bilingual services and
promotions
2004: P&G is recognized by Diversity Inc. as one of the top 50
companies promoting diversity among their employees and suppliers
2008: For the 10th consecutive year, P&G was selected by LATINA Style
as one of the top 50 companies for Latinas to work for in the U.S.
12. Back to the Olympics
The Olympic Games Pride
There’s no better time to target an ethnic market in the
United States to make them feel as though they are
understood and a part of a not only a community, but also a
country.
More than ever, the London 2012 Olympics represented the
changing face of America
P&G Olympic ad: “Raising an Olympian” – fair warning…prepare to cry
13. Olympic-inspired Latino-American
Success
Social Media
According to social media tracking software Starcount, through
the first week of the 2012 London Olympics, African American
and Latino athletes comprised 6 of the top 10 most popular
Olympians in social media for Team USA
P&G utilizes Latino’s value of word of mouth by allowing “Latina
mommy bloggers” to spread the word to their extensive
network
14. Olympic-inspired Latino-American
Success
Marlen Esparza – Cover Girl
Breaking molds, from perceptions about Latina gender roles to a
fresh appreciation of beauty from a Mexican-American perspective
Message of inner and outer beauty graced Cover Girl ads and Coca-
Cola “Luchando Juntos” campaign.
15. Recommendations
the changing demographics of our Olympic team can help
marketers reach multicultural consumers through
endorsement deals and public relations programs.
it’s the truly smart marketers who understand that to
effectively engage Hispanic consumers, campaigns must
consider and respect the cultural diversity that exists within
the Latino community.
Cultural Relevance through connections – does the company
get the consumer?
Mirror who you are trying to reach
16. Discussion
Marketing to a segment of the population with a conflict between
“heritage” and “citizenship” may be one of the biggest hurdles that
marketers have to overcome. So how do you?
Compare and Contrast Leo Manzano and Henry Cejudo. Whose
view do you think most Hispanic Americans (or any American
immigrant) share, Manzano or Cejudo?
Was it strategic on the part of P&G to run their family-centered ads
during the Olympics? Why or why not?
What other impacts do you see the Olympics and Latino-American
athletes having on the Hispanic-American consumer market?