This document discusses strategies for retailers to better market to Hispanic consumers in Michigan. It begins by outlining presentation objectives around cultural competency and its benefits. Some key facts provided include that Latinos are the second largest ethnic group in the US, with a population of 55 million that is expected to grow to 112 million by 2050. Their buying power is estimated to reach $1.7 trillion by 2017. The document then discusses Hispanic population concentrations and preferences around music genres. It emphasizes becoming familiar with customers' cultural preferences and languages spoken to make them feel like part of the family. Specific recommendations are offered around conducting local marketing and advertising through popular Hispanic media channels, as well as cultural competency training for staff.

1. HISPANIC
CONSUMERS
IN
MI
RETAIL
Mario
Kauachi
Develop
Cultural
Competency
and
Gain
Market
Share

2. Presenta0on
Objec0ves
Mario
Kauachi
Ø Define
key
characteris0cs
of
culturally-­‐competent
marke0ng
and
adver0sing
strategies
Ø Describe
steps
to
effec0vely
address
cultural
differences
and
overcome
barriers
Ø Recognize
the
posi0ve
impact
that
beCer
Hispanic
outreach
could
have
for
your
business

3. The
Hispanic
Popula0on
• La0nos
are
the
2nd
largest
ethnic
group
in
the
U.S.
(55M)1
– 2/3
of
the
popula0on
is
U.S.
born,
1/3
are
foreign
born1
– 2/3
are
of
Mexican
origin,
1/3
from
20
other
countries1
– Average
age
is
27
(vs.
age
42
for
non-­‐Hispanic
Whites)2
– Almost
30%
of
all
U.S.
Millennials
(ages
18-­‐29)
are
La0no2
• The
La0no
popula0on
will
grow
faster
than
the
total
U.S.
popula0on,
and
is
expected
to
reach
112M
by
20501
– One
of
every
four
births
is
a
Hispanic
baby;
by
2050,
it
will
be
more
than
one
in
three3
• The
buying
power
of
La0nos
is
es0mated
to
be
$1.7
trillion
by
20174
1.
U.S.
Census
Bureau
Popula0on
Projec0ons
2014,
2.
Pew
Research
Center,
3.
Federal
Interagency
Forum
on
Child
and
Family
Sta0s0cs
2012,
4.
Selig
Center
for
Economic
Growth
Mario
Kauachi

4. Geodemography
Mario
Kauachi
States
with
>30%
Hispanic
Residents:
• New
Mexico
47%
• California
38%
• Texas
38%
• Arizona
30%
Over
50%
of
the
total
U.S.
Hispanic
popula0on
resides
in
3
states:
• California
(14M)
• Texas
(10M)
• Florida
(4M)
Other
states
with
over
1M
Hispanic
residents
include
Arizona,
Colorado,
Illinois,
New
Jersey
and
New
York
Source:
U.S.
Census
Bureau
2010

5. Mario
Kauachi
“Musica”
in
Hispanic
Culture
• Regional
Mexican
is
#1
genre
among
Hispanics1
– Instruments
Include:
• Norteño:
Bajo
Sexto,
Drums,
Accordion,
Bass
• Banda:
Percussion,
Woodwind,
Brasswind
• Spanish
Contemporary
is
#22
– Instruments
Include:
• La0n
Pop:
Electric
and
Acous0c
Guitars,
Keyboards,
Bass,
Drums,
Percussion,
etc.
• Bachata
(Dominican
Republic):
Acous0c
Guitars,
Tres,
La0n
Percussion,
Keyboards,
Bass
• Reggaeton
(Puerto
Rico):
DJ
Gear,
Keyboards,
Samplers,
Electric
Guitars,
Bass
• Other
important
Hispanic
music
genres
are:
Afro-­‐Cuban/Salsa
(Cuba),
Merengue
(Dominican
Republic)
and
Cumbia
(Colombia)
1.
Nielsen's
Audio
Today
Report:
State
of
the
Media:
Audio
Today,
A
Focus
on
Black
&
Hispanic
Audiences.
2.
Nielsen
Second-­‐Quarter
Audio
Today
Report

6. Mario
Kauachi
“Become
part
of
the
family”
-­‐Esteban
Mon0lla
American
Counseling
Associa0on
Member
and
Director
of
Clinical
Pastoral
Educa0on
at
Driscoll
Children’s
Hospital
in
Corpus
Chris0,
Texas
Hispanic
consumers
will
demand
specifics:
“Do
you
like
the
music
I
like?”,
“Do
you
speak
my
preferred
language?”

7. The
Hispanic
MI
Retail
Experience
Is
this
your
store
today?
• Adver0sements
in
English
through
mass
market
channels
• Minimal/no
adver0sing
through
popular
Hispanic
channels
• Store
may
lack
proper
inventory
• Staff
may
not
engage
La0nos
op0mally
• Customer
may
exit
with
a
small
cart
or
no
purchase
Opportunity
• Communica0ons
that
connect
with
Hispanics
• Adver0sing
through
popular
Hispanic
media
• Offer/stock
desired
instruments
and
accessories
• Train
and
staff
for
proper
cultural
engagement
• Make
the
sale,
sell
more,
gain
a
new
customer
Mario
Kauachi

8. How
to
Reach
the
Hispanic
Consumer
• Local
Marke0ng
and
Adver0sing
Strategies:
– Territory
Evalua0on
– Demographics
(Cultural
assessment
—who
is
around
you?)
– Adver0sing
• Direct:
Radio,
TV,
Newspaper,
Magazines,
Flyers,
etc.
– Radio:
94%
of
La0nos
listen
to
radio
(vs.
90%
of
the
general
public)
1
– TV:
2
major
US
networks
account
for
90%
of
Spanish
programming2
– Newspaper:
On
average,
La0nos
spend
about
50
min/day
reading
newspaper3
• Online:
Website,
Online
Promo0on,
Emailing,
Couponing
(Tracking),
etc.
– La0nos
are
50%
more
likely
to
access
the
internet
through
their
mobile
devices1
• Insights:
(a)
A
Spanish
version
of
your
English
commercial
will
raise
ad
recall
by
as
much
as
30%,
(b)
Spanish
ads
are
preferred
by
over
50%,
(c)
Commercials
by
Spanish-­‐speaking
talent
will
resonate
30%
beCer
with
La0nos
– Cultural
Competency
programs
–
Start
with
“Bienvenidos”
on
your
store-­‐front
– Staff/Call
Center
Training
in
efficient
cultural
engagement
• Don’t
just
communicate…
Connect
1.
Nielsen
Company,
“A
Look
Across
The
Media:
The
Cross-­‐Plaworm
Report
2013,
2.
Sam
Thielman
“Hispanic
Networks
Bring
In
Auto
Dollars
In
A
Weak
Year
For
Broadcast
Telemundo
And
Univision
Write
Increase”
Adweek
2013,
3.
Hispanic
Fact
Pack
2013,
Adver0sing
Age’s
Annual
Guide
To
Hispanic
Marke0ng
And
Media
2013
Mario
Kauachi

9. Mario
Eduardo
Kauachi
Axer
being
raised
and
educated
in
Mexico,
I
worked
in
the
corporate
world
before
dedica0ng
my
career
to
suppor0ng
clients
with
Hispanic
marke0ng.
I
have
a
degree
in
law,
music
business
educa0on,
experience
in
business
management,
and
an
extensive
background
in
music,
marke0ng
and
product
adver0sing.
I
am
also
an
professionally
educated
and
experienced
drummer
and
hand
percussionist
who.
I
have
a
strong
and
varied
skillset
that
allows
me
to
guide
my
clients
towards
strong
business
strategies
and
marke0ng
decisions.
I
created
The
Hispanic
Way
to
advise
clients
who
want
to
access
the
Hispanic
market.
As
an
experienced
musician
and
a
member
of
the
Hispanic
community,
I
can
provide
you
with
real-­‐life
insights
and
exper0se
into
La0no
culture
and
the
wants,
needs
and
demands
of
Hispanic
consumers.
Contact:
The
Hispanic
Way
(512)
900-­‐6087
mario@thehispanicwayconsul0ng.com
linkedin.com/in/mariokauachi