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Me Gusta OprahOprah en Espanol? The Oprah Winfrey Show is now available in Spanish, thanks to close-captioning and SAP (Secondary Audio Programming). This means that Oprah (and her team of brand marketers) are finally taking steps to tap into one of the largest and fastest growing segment of the US population. Muy bien. However, is this enough? Maybe this is just their way of dipping their toes into the Hispanic waters, but having something translated into Spanish is definitely not what I would consider Hispanic marketing. In fact there is some backlash already, such as how the Huffington Post writes that this strategy seems to ignore a big chunk of Hispanics who could be Oprah's actual target market: the young, female, affluent, English-speaking, US-born Latinas. Hispanic marketing offers a big new world of opportunities - and it will be good to keep in mind that, according to the Annual Hispanic Summit, "Hispanic consumers are more sophisticated - and less constrained by cultural and economic factors - than marketers often assume." Thus marketing efforts should not just be about literal Spanish-language translations; instead it should be composed of richer, more creative, and culturally-sensitive components. For instance, AdWeek's Marketing y Medios showcased this article entitled "Not Lost in Translation" which gives some examples of good Hispanic marketing efforts, such as: - H&R block positioning itself as a "brand on your side" with its "estamos contigo" (we're with you) and "you got people" ads - Walmart's use of consumer insights to tweak its tag line from "Save Money. Live Better" to "Save More. Live Better" ("Ahorra Mas, Vive Mejor") - State Farm leveraging its MLB sponsorship with bilingual versions of the "State Farm Is There" ads The article makes a good point of how Hispanic marketing entails collaboration between the actual brand marketers and their agencies, and how "you have to figure out which of your brand drivers will work with Hispanic consumers".  Oprah is already considered a worldwide icon (she's not called the Big O for nothing) and her name itself could be enough to drive successful marketing campaigns. So despite the early criticisms, I'm sure that this move will still be well-received by A LOT of people. But this doesn't stop me from wondering: what's really the special sauce on Hispanic marketing and other multicultural media campaigns? A mix of strategic marketing, bilingual creatives, and targeted ads? As more and more marketers expand and test markets, I'm sure there will be a lot more to learn. Labels: Hispanic Marketing, Industry, Strategy Launching Multicultural Media CampaignsA specialty at our firm is helping companies target niche audiences. One of our more challenging accounts has charged us with running a multicultural campaign targeting dozens of individual ethnic groups within the United States with just the right message. This type of campaign presents a different set of challenges from huge buys on the Web's top sites. To help describe some of the challenges and tactics associated with running one of these campaigns I interviewed Barbara Wojslawowicz, one of our planners, who does a great job managing and optimizing these difficult multicultural campaigns. Barbara Wojslawowicz: I'm an online media planner in the media department at Overdrive Interactive. I'm responsible for online, and sometimes offline, media strategy, planning, buying, and management for direct-response clients, primarily focused on multicultural advertising. Prior to Overdrive, I held online marketing positions at Digitas and First Night Boston. HG: Why is multicultural advertising so important? BW: Since each ethnic group responds to messaging differently, it's important for advertisers to tailor products and subsequent advertising campaigns in culturally relevant media segments. The U.S. has always been referred to as a melting pot of ideas, religions, and cultures, and according to a recent Pew Research Center study entitled, "Immigration to Play Lead Role in Future U.S. Growth," the pot is going to get even bigger. According to the study, "the population of the United States will rise to 438 million in 2050, from 296 million in 2005, and 82% of the increase will be due to immigrants arriving from 2005 to 2050 and their U.S.-born descendants...The Latino population, already the nation's largest minority group, will triple in size." This population boom will inevitably lead to increased spending on consumer goods from ethnic Americans. This presents a huge opportunity for companies to expand their product offerings and target their ad campaigns by ethnic group. HG: In your experience, what channels have been the most successful in reaching your client's ethnic markets in the U.S.? Labels: ClickZ, Hispanic Marketing, Industry, Online Media |
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