Bridge Marketing to Hispanic Segments in Omaha, NE

Miranda CainFall 2016

Honor Thesis

Project Goals● Identify an Industry● Identify a Target Market● Execute an Effective Marketing

Campaign

● Life Insurance● Latino/Hispanic● Omaha, NE

Components of an Effective Marketing Campaign

Components of an Effective Marketing Campaign

● Market Research● Target Market● Product/Service● Mission/Values Statement● Market Strategies● Pricing/Positioning/Branding● Budget● Goals● Monitor/Track Results

The Facts

The Facts

In the United States

United States Hispanic Population

● 16.9% of Total Population● 4x Growth Rate as the General

Population● 8.4% of Ad Budgets Directed

to Hispanics● 64.7% High School Diploma

when 25+ years old

$1.5 trillionHISPANIC BUYING POWER IN THE UNITED STATES

● 13% Hispanic○ 190,000

● 74% Mexican Hispanic○ 141,000

NebraskaPopulationIn Relation to Latinos

What about in Omaha?

Omaha, NE● 13% Hispanic

○ 59,727

● Median Age○ 23 years

● High School Diploma○ 25+ years - 47%

Omaha, NE● 81% Mexican Hispanic

○ 48,000

● 10% Central American● 3% Caribbean● 2% South American● 3% Other

○ No country of origin

specified

Language

● Spanish Content Areas○ Friends○ Family○ Religion○ Casual Conversation

● English Content Areas○ Work○ School○ Government○ Professional/Public Conversation

● 73% Spanish at Home● 63% High English Proficiency● 11% Monolinguistic Spanish● 23% Monolinguistic English

GeographicallyIn Omaha

South OmahaSouth, South Eastern, North

Eastern

● 56% of Latino Population● Lower Socioeconomic Class● Gateway to Immigrant Waves● 50% Foreign Born

Western Omaha

● Higher Socioeconomic Classes

● Higher English Proficiencies● Higher Education● Lower Hispanic Population

Latino General Tendencies

Latino General Tendencies

● Less Assimilation● Main Engine for Population

Groups○ Appeal to Hispanics, Appeal to

Others

● Emphasis on Family● Buying Decisions

○ Careful Consideration○ Large Influence by Women○ Cash○ Face-to-Face

● Invest in Children● Mobile Internet● Social Media

Latino Investment Tendencies

↑ Income = ↑ Likelihood of Life Insurance

↑ English = ↑ Likelihood of Life Insurance

● 50% Worried of Unexpected Death

● 43% Concerned of Finances after Unexpected Event

● 37% Inadequate Insurance● 87% Claim Basic Awareness● 64% Perceive Too Expensive● 30% Distrust of Coverage

Evaluation

Not all Latinos are the Same

Know Your Market Segment

● General Spanish Associations○ Widely Mocked Language

○ Freedom, Adventure, and

Masculinity Notions

Language Ads received in the language

content area are more positively rated

Variations in Language

[Dialects]A Few Examples

● Sentence Structure○ Verb Tense

■ Tú como te sentiste…■ Vos cantás

○ Pronouns■ No sé si (los) perdí

Variations in Language

[Dialects]A Few Examples

● Vocabulary○ “Bueno” = Good

■ “Padre” - Mexico○ “Guaga” - Chile

■ “Un Bebé”

○ “Macana” - Argentina, Paraguay,

Uruguay■ “Mentira”

Variations in Language

[Dialects]A Few Examples

● Pronunciation /s/○ At the end of a word/syllable

■ Elimination■ Aspiracion■ Normal

● Hay muchas

respuestas○ Seseo○ Ceceo○ Distinction

■ cervezas

Recommendations

● Omaha, NE● Hispanics of Mexican Descent● Minimal Life Insurance

Education● High Price Perception● Distrust of Financial

Institutions● Women

Specific Target Segment

Who are they?Why are/aren’t they making the

purchase?Who influences buying decisions?

● Large Investments in Family + Children

● Distrust of Financial Institutions

● Face-to-Face● Cost● DEVELOP RELATIONSHIPS

Empathy + Sympathy

What are their attitudes about this industry? How can we use

these to better serve these clients?

● Life Insurance○ Close ties to Family

■ Spanish

● Mexican Dialect● NATIVE Translations

LANGUAGEIdentify the language used with your audience and in

specific content areas.

● Appeal of Familial Values● No Extreme Promises● Code Switching

○ Live Más○ Liberty Seguros

Ad ContentWhat do you say in your ads?

How do you say it?

● Direct Marketing● Mobile + Social Media● Billboards

○ Additional research can influence

decisions regarding

usage/consumption on specific

outlets of televisions, print, and

radio.

Media OutletsWhere does your demographic

spend their time?

RespectLos Latinos son gente también.

Habla y trabaja con respeto con los.

● Ad Officials○ Get Educated○ Build Relationships○ Earn Trust

○ Establish Strong and Positive

Associations

● GOOD U.S. Relations as Bridge to International Markets

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