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Hispanics:
In-Culture Marketing to Reach the Fastest-Growing
Youth Culture in the U.S.H
QRCA
VIEWS
FALL 2005
M. ISABÉL VALDÉS
It is estimated
that, by 2009, nearly one person out of every six
living in the U.S. will be of Latino origin and that
these people will control $992 billion in spending
power, up from $686 billion in 2004. For marketers
aiming at this increasingly important Hispanic market
target, "in-culture" is highly effective.
Latino
Business Leadership Awards
Eduardo
Rallo of Pacific Community Ventures and consultant
Isabel Valdés are two leaders changing the
face of business and boosting the community.
San
Francisco Business Times
October 2005
Marketing
approach keeps soul and heart in sight
Isabel Valdes
Title: Author, CEO
Company: Isabel Valdes Consulting
Education: M.A., Stanford University in communications
and education
Age: 56
Any company can translate
a billboard or web site or radio commercial into Spanish,
but it doesn't Valdes mean the targeted audience is
going to respond.
Hispanic
Market New Toast of Wine Industry
HispanicBusiness.com
April 27, 2005
Carolyn Jung
For decades, Latinos
have picked the grapes for world-renowned Napa Valley
wines. Now, they are being courted by those same wineries
as the newest generation of wine drinkers.
There are bilingual
wine labels, a Spanish-language winery tour, wine
promotions at Latino markets, Latino cultural events
sponsored by wineries and a Spanish-language radio
program on food and wine.
Las
Claves del Marketing Cultural
El
Mercurio
Viernes 31 de diciembre de 2004
Extracto de la charla
dictada por Isabel Valdés en el seminario de
Acop, denominado Marketing Inmobiliario ¿Arte
o Ciencia?
¿Es mi propiedad
o producto atractivo para todos mis compradores nacionales
o internacionales? La pregunta la realizó la
profesora de la Universidad de Stanford, Isabel Valdés,
hace ya varios años. Las conclusiones a las
que llegó están plasmadas en varios
libros de su autoría. Uno de ellos titulado
"Marketing to American Latinos", rescata
una variable importante a la hora de ofrecer un producto
a determinado segmento: el aspecto cultural.
The
race is on to win America's Hispanic consumers
By
Malcolm Beith
Newsweek International
Nov. 22 issue
Nov. 22 issue - Four
Latinos—a Dominican, a Mexican, a Cuban and
an Argentine—walk up to the bar. Each asks for
the best beer in the house in his own colloquial Spanish,
and the bartender—the maestro de idiomas,
or master of languages—serves up Heinekens.
No, this isn't the beginning of a bad joke; it's one
of the hottest Hispanic ads of the year, lauded as
a masterpiece in marketing circles for its ability
to appeal directly to distinct Latino subgroups in
the United States. "It celebrates the differences,"
says Tony Ruiz of the New York-based Vidal Partnership,
the ad agency that produced the spot. "It gives
consumers a chance to see themselves, and connect
on a higher level."
Puente
entre culturas
Published:
diciembre 2003
Source: Revista ParéntesisTexto: Kanky Vial
Fotografía: Rodrigo Sánchez
Archivo: Isabel Valdés
Considerada una de
las empresarias latinas más importantes de
Estados Unidos, esta chilena desarrolló el
"marketing in culture”, nueva metodología
que ha permitido incorporar al cada vez más
potente mundo latino, con sus diferencias, en el melting
pot norteamericano. De paso por Santiago, recomienda
una estrategia comunicativa integrada para Chile:
que en su imagen país subraye los mismos mensajes
básicos. “Sería beneficioso para
todos los interesados y para Chile en el largo plazo”.
Pepsi
Co. Advisory Board
Published:
2003
Source: Pepsi C. Annual Report
To help build our
competitive advantage, we continually seek the views
of individuals who can provide unique perspective.
We’ve created Advisory Boards to actively consult
on various aspects of our business.
Marketing
to Latinos: A Guide to the In-Culture Approach
Published:
November 4, 2003
Source: Corporate Observer - Book Review
Is the latest book
by M. Isabel Valdés as she revisits the spending
patterns on individual products, as well as analyzes
where Hispanics spent their retail dollars. Ms. Valdés
shares four different ways of segmenting the Hispanic
market. With the benefit of Census 2000 data, the
second part of this series segments the Hispanic population
based on age, acculturation and language, country
of origin, and by generation. Included in the book
are many new case studies from a variety of different
industries, a list of 100 best web sites for targeting
Hispanics, and a formula for creating an integrated
marketing communications strategy for this important
market segment.
Anna Escobedo Cabral,
president and CEO of Hispanic Association on Corporate
Responsibility said, “I guarantee that Isabel’s
latest book will become the bible for any marketing
or communications professional looking to successfully
penetrate the Hispanic market.”
This book can be
purchased in most book stores or over the internet.
Census shows businesses
can’t afford to ignore Hispanic market
Published:
Winter 2003
Source: Urban Call
The 2000 Census brought
Latino consumers’ center stage with big fanfare.
No longer can any business afford to ignore this prominent
consumer group. For more than 40 years, a significant
number of emigrants from every country in Latin America
have become active members of the U.S. consumer market.
In less than 40 years, the Hispanic market has more
than quadrupled in size, a trend that is projected
to continue for a long time. Between 1960 and 2001,
the number of Hispanic consumers in the continental
United States increased from 6.9 million to 35.3 million,
representing 12.5 percent of the total U.S. population.
M.
Isabel Valdés
Niche: Hispanics
Published:
April 2003
Source: America Demographics Magazine
In the February 2003
issue of Vanity Fair, a reader asks advice columnist
Dame Edna whether she should learn Spanish.
"People say
that everyone will be speaking Spanish in 10 years,"
she writes. Dame Edna's advice: "Forget Spanish.
Who are you really desperate to talk to? The help?"
lf Dame Edna's response was meant to be humorous,
M. lsabel Valdés didn't find it at all amusing.
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