E&I: Tiger Style Meets Philology (Juan Delaroca)
November 24, 2010
E&I: Tiger Style Meets Philology - 2 Part Article
Philology is derived from the Greek (philologia), from the terms (philos), meaning “love, affection, loved, beloved, dear, friend” (logos), meaning “word, articulation, reason”, describing a love of learning, of literature as well as of argument and reasoning, reflecting the range of activities included under the notion of λόγος. The term changed little with the Latin philologia, and later entered the English language in the 16th century, from the Middle French philologie, in the sense of “love of literature”.
A question that comes up often with regards to the Hispanic market in the United States, tends to center around language. What language do I have to use? Is it English, or is it Spanish?
While you can’t help but need to address this issue, it seems to be the wrong question to be asking these days. The questions should be “What language can’t I tell my brand’s story in? What cultural context does the brand have in lives of new customers? What language do we use internally to address the opportunities available? Its really about being creative when framing the marketing conversation…A brand’s cultural approach approach has to be gauged better. Sometimes language choice needs to be determined based on an asset vs. a liability perspective.
As MediaPost contributor Jose Villa points out, the future lies now, with how and what a brand says to the U.S.Hispanic market from a cultural perspective. Brands need to acculturate themselves to their lives. This isn’t easy, but definitely possible.
Unfortunately, the Hispanic marketing paradigms of the last 40 years have been, and continue to be, irrelevant to all but a few mass market brands such consumer packaged goods, mid- to low-end retailers, and large telecoms.
It’s time for marketers to rethink the feel and look of their brand by thinking how its reflected in the self-identity of U.S. Hispanics. There are way too many new ways of looking at the U.S. Hispanic market, especially youth segments. Its almost like, what industry can’t stand to gain in this economic environment we have today. How many things can be called “new” these days?
As this distinct Hispanic market continues to grow and evince demographic diversity similar to the overall U.S. population so, too, do the opportunities for all brands and companies to engage them profitably. Whether it’s luxury consumer brands (e.g., automotive, retail, financial services) targeting affluent consumers or B2B companies targeting business-owners and industry decision makers (e.g., software makers, computer hardware, travel), all have opportunities within this growing and diverse Hispanic market.
The market has matured towards a place where language, storytelling, and precision must collaborate to generate new opportunities with emerging consumer segments. I believe the snowboard industry represents one of these new pockets of growth. There’s too much potential there to ignore. Soon enough a snow sports case study will be made available that highlights this in detail. Pretty excited to play a role in helping to define the snow sports industry’s approach to the Hispanic market and set the tone of language used to engage with it.
Got to say, I liked Jose’s precision oriented approach here…
1. Precision Insights Effective advertising is based on sound and relevant consumer insights. The difference with precision insights is narrowing your market to a very tightly defined audience (think back to the example — Hispanic male head of households making $100K+/year). What motivates these consumers to buy your product? What makes them unique from their mainstream market counterparts? Language alone will not cut it and will probably be irrelevant for many segments of the Hispanic market.
2. Precision Framework A marketing framework is the simplified model of the complex real world used to predict and plan what specific target consumers will do before buying your product or service. The most popular marketing framework used heavily in direct marketing is the funnel (awareness to purchase). In today’s world of social media-driven consumer empowerment, social and peer-to-peer (P2P) frameworks might make the most sense. You need to define this precision framework, making sure it’s tightly related to the precision consumer insights.
3. Precision Media Lastly, with precision insights and framework in hand, it’s time to move away from mass media channels and buying tactics, and leverage the ever-growing world of precision media. Digital (Web, mobile, social) will be a big part of this utilizing behavioral, contextual, and profile targeting. But traditional media (TV, radio, print, OOH) is increasingly providing more opportunity to precisely target specific Hispanic segments via day-part targets, advanced analytics, etc. Whenever possible, utilize performance pricing to structure your media buys. Your media placements need to tightly align with a very specific Hispanic segment, not broad audiences of Spanish speakers.
TIGER STYLE - M.A.S. REPORT
After months of interviewing, filming, analyzing, writing, and editing the M.A.S. Snowboard Report was finally released this week. It is the first positional piece of research on the urban/multicultural engagement within the action sports space.
Our goals with this report were two-fold:
- Debunk myths associated with the urban market, especially Hispanic segment
- Provide the snow sports industry with the foundation and understanding of the opportunity by expanding the sport of snowboarding into the urban segment
You can learn more in this Transworld Business editorial.
2010 is incredibly significant year in the U.S. marketplace. The census will show a profound demographic shift, Millennials will over take the Boomer generation in population size, and its also the year of the tiger. This will be a year remembered as a turning point on many levels. I’ve been looking towards 2010 with anticipation since the summer of 2006.
Now that tiger analogy is important because it speaks to why this report was developed. Somebody had to bring the ‘tiger style’ to the party. Two of the three of us were born in a past year of tiger, and true to the animal’s spirit, were up for to the challenge of informing the snow industry on what the Hispanic market means to them. Cause I’m a bad Panthera tigris…This project was run on pure love for snowboarding. There are many who believe the Hispanic market is not an area of opportunity…but your wrong.
Whether you like it or not, there’s a “new American mainstream” emerging and business will not be the same as of a result of it. Most of all, its happening at the youth level. Knowing there is little cultural intelligence on the urban market, it was important for a group of bilingual & bicultural advertising/marketing professionals to take control of the situation, and lead the way into the future. It really is full of promise and opportunity.