Title: Marketing to Latinos: An Action Plan
1Marketing to LatinosAn Action Plan
- Instructor
- Susana G. Baumann
- sbaumann_at_lcsworldwide.com
- An Infopeople Workshop
- Summer 2007
2This Workshop Is Brought to You by the Infopeople
Project
Infopeople is a federally-funded grant project
supported by the California State Library. It
provides a wide variety of training to California
libraries. Infopeople workshops are offered
around the state and are open registration on a
first-come, first-served basis. For a complete
list of workshops, and for other information
about the project, go to the Infopeople website
at infopeople.org.
3Workshop Overview
- Why market to Latinos?
- Launching a Latino action plan
- Tools to develop a basic market analysis
- Positioning your library
- Promoting library services to Latinos
4- Section 1
- Why Market to Latinos?
5Californias Math Economic and Educational
Profile of Latinos
6CAs Latino Labor Force
- Growth
- 2000 28
- 2025 41
- 2050 65
- Income 461 billion total wages
- L (28) earn 19
- W (53) earn 62
- Skill-level
- 13 top occupations require short/moderate On
the Job Training - Age
- Under 18 45
- 18 to 39 39
- 40 to 64 22
- 65 13
Latinos and Economic Development in California
Elias Lopez, Enrique Ramirez, Refugio Rochin,
California State Library, California Research
Bureau 1999
7CAs Latino Educational Attainment
- 86 reach some level of education
- 33 - 41 obtain a HS diploma
- 12 of labor force has a four-year degree
- Freshmen enrollment gap
- 1996 9 2001 16
- Latinos and Economic Development in
California, Elias Lopez, Enrique Ramirez,
Refugio Rochin, California State Library,
California Research Bureau 1999 - California Connections . . . The New
Demography, The New Economy, and the New
Inequality Presented by Manuel Pastor UC
Santa Cruz November 2005
8A Formula for Disaster
- Increase in total state expenditures
- education
- healthcare
- correctional system
- Decrease in tax revenues
- Future imbalance in Social Security System
9Tasks at Hand
- Increase educational attainments
- in k-12
- access to alternative education
- labor force training and opportunities
- Increase income and tax revenues
- Decrease poverty and crime rates
- Who can help?
- educational institutions
- institutional and public libraries
10Role of Libraries in Californias Future
11 New Goals in Outreach
- Equity of access and equity of service to
- Educationally disadvantaged
- Unemployed and in need of job placement
assistance - Living in areas underserved by a library
- Blind, physically handicapped, aged, or confined
in institutions - Libraries, Library Systems, Trustees and
Librarians section of the New York State Law and
Regulations of the Commissioner of Education.
Latinos
12Diversity Goals in Library Policies
13Three Questions about your Librarys Mission
Statement
- 1. What is the Latino diversity purpose of my
organization? - 2. What action/s are we taking in order to
achieve that purpose? - 3. How do we show our commitment to that purpose?
14Commitment to DiversityIt Starts from the Top
Down!
- Board members
- Library directors
- Management /Administrators
- Library personnel, interns, volunteers, etc.
15Commitment to DiversityIt Is Nourished from the
Bottom Up!
- Board members
- Library directors
- Management /Administrators
- Library personnel, interns, volunteers, etc.
16- Section 2
- Launching a Latino Action Plan
17Benefits and Elements of an Organizational
Marketing Plan
18Benefits of a Marketing Plan
- Maximize resources
- Work with other community organizations
- Focus on promotional efforts
- Expand your organizations and employees
perspectives - Assess progress and growth over time
- Find new funding resources
19Seven Elements of a Marketing Plan
- 1. Organizations mission vision
- 2. Target markets
- 3. External resources
- 4. Internal resources
- 5. Promotional strategies
- 6. Outreach programming
- 7. Plan management and evaluation
20From a Marketing Plan to an Action Plan
21Three Steps to an Action Plan
- Create a Committee for Latino Outreach (CLO)
- Create a feedback process
- Develop an action plan
22 Purpose of a CLO
Step 1
- Discuss outreach efforts
- Give and receive feedback
- Plan and program activities
- Prioritize decisions
- Evaluate results
- Refine strategies and tactics
- Receive recognition!
23 Basic Structure of a CLO
- Chair
- Secretary
- Sub-committees as many as you need!
- market research
- strategic partners
- internal resources
- promotion
- planning and programming, etc.
24 Creating Feedback
Step 2
- Purpose
- generate discussion
- suggest solutions
- promote CLO activities
- Tools
- memos / newsletters / intranet / reports / your
imagination! - Actions
- share a new Spanish book or DVD review
- share an activity or success story
- post questions / stir the pot!
- report operational or materials needs
25 Goals of An Action Plan
Step 3
- 1. Know your market
- 2. Position your library
- 3. Focus on promotion and outreach
26- Section 3
- Tools to Develop a Basic Market Analysis
27Market Analysis
- Market profile
- market research
- psycho-socio-cultural research
- Community needs assessment
28Gathering Information (handout 1)
- Source
- primary sources research not conducted before,
tailored to specific questions and decisions - secondary sources existing information and data
collected for other purposes - Technique
- qualitative
- quantitative
29What You Need for your Market Analysis
- Information vs. wishful thinking
- Experience vs. improvisation
- Observation vs. pre-judgment
- Avoid analysis paralysis!
30Purpose of Market Research
- Learn about your target markets
- Identify market segments
- Prioritize market segments
- Find out market trends
31Target Markets
- The Latino community at large
- Market segments defined by
- demographics
- psycho-socio-cultural dimensions
- trends
- needs
32Demographic Dimensions
- Countries of origin (Mapping Latin America)
- Socio-economic status
- Immigration status
- Age
- Gender
- Levels of education
- Language ability
- Family composition
- Group size
- Income
- Occupation
- Time in the USA
- Physical health
- Mental and behavioral health
- Etc.
33Purpose of Psycho-socio-cultural Research
- Understand Latino idiosyncrasies and diversity
- Define market segments more specifically
- Respond culturally to market needs
- Know your competition
34Psycho-socio-cultural Dimensions
- Social norms and behaviors
- Social classes and social structure
- Lifestyle
- Use of time
- Gender roles
- Leadership
- Collectivism
- Relationship with money
- Beliefs about life and death, health, and
religion - Parent-child relationships, etc.
35Social Norms and Behaviors
- Familismo (family values)
- Respeto (respect)
- Personalismo (personal relationships)
- Formalismo (formality in social interaction)
- Confianza (trust and familiarity in a
relationship) - Simpatía (nice and easy going relations)
36Market Segments
- Smaller groups who have something in common such
as - demographic characteristics, needs, wants,
motivations, values, behavior, lifestyles, etc. - Targeting the right consumer helps marketers
create a long-lasting relationship with lower
risks.
37Example of a Market Segment
- According to demographic dimensions
- Age 1-12 12-19 20-35 35-50
50-60 - Children Youth Adults Seniors
- Gender Women Men (sexual
orientation) - Countries of origin Colombia, Peru
- Language ability Spanish only, English only,
- A market segment reads
- Spanish-speaking, Peruvian women, age 20 to 35
38How to Prioritize Market Segments
- Your market research
- Your librarys goals
- Your resources
- Who needs it the most?
- Who is the most ready?
- Who can bring your more customers?
39Latino Market Priorities
- Who needs it the most?
- Latinos with low-levels of literacy, unemployed,
disadvantaged, living in rural areas, less
acculturated - Who is the most ready?
- English-speaking Latinos, current customers,
Latinos established for a long time, more
educated and acculturated, children and teens
used to school libraries - Who can bring you more customers?
- children and teens interpreting for parents,
current customers (Latinos and
English-speaking), community leaders, local
employers, strategic partners
40Market Trends
41Purpose of Market Trends
- Find out market segments behavior tendencies
related to - assimilation and acculturation
- use and preference of language
- self-identity
- population growth
- geographical location
42Example of Market Trends
- Assimilation and acculturation
- Segregationist approach
- Immersionist approach
- Multicultural approach
- Use and preference of language
- Spanish only
- English only
- Bilingual no preference
43Assessing Your Latino Community Needs
44Two Known Facts in Marketing
- Customers are easier to sell when they have a
problem! (Handout 2) - People are creatures of habit!
45Some Beliefs and Habits
- Libraries are for students and scholars
- If they offer services for free, they might want
something - I prefer to buy magazines and newspapers
- I dont read much, anyway
- Libraries are boring, dark places
- Libraries are too far from home/work
- I can find anything I need on the Internet in
Spanish - I cannot borrow materials from libraries
- They do not offer what I need/want
- There is no service continuity
- I dont want to give out my personal information
46Changing Latinos Beliefs and Habits
- Raise awareness about library services
- Keep them in the loop
- Create incentives to change behaviors
47Library Services Awareness
- Target Market Latino Community at Large
- Develop general strategies to educate your Latino
patrons - Expand their knowledge if they are already users
- Generate membership
- Help them become familiar with the library
environment - Your YEARLY promotional effort!
48Keep Them in the Loop
- Target Market Market Segments
- Plan your outreach programming
- Develop specific promotional mini-campaigns
- Include them in other ongoing activities
- Your big OUTREACH effort!
49Incentives Change Behaviors!
- Assess the need
- (water sugar)
- Redefine the need
- (produce your soda)
- Create the incentive
- (Mmm mmm cool!)
Your true MARKETING effort!
50Approaches to Respond to Community Needs
- Find out problems
- Come up with a solution
-
- Create a product
- Find your customers
-
51- Section 4
- Positioning Your Library
-
52What is Positioning?
-
- Maximize existing/new resources
- Link and partner with other community
organizations - Create competitive advantages
53 Maximize Existing/New Resources
-
- External resources
- - community partners
- - funding
- Internal resources
- products and services
- personnel
- facility
54Who Can Help
- Community partners
- community leadersrepresent parts of the
community - strategic partnersfor specific or long-term
goals - market channelsinteract daily with Latino
customers
55Factors That Motivate Customers (Handout 3)
- Price
- Product choices
- Place (location)
- Promotion
- Personnel (helpful staff)
56Your Competition!!
- Behaviors and associated benefits preferred over
the ones you are promoting - Behaviors they have been doing forever that
they would have to give up - Organizations and individuals who send opposing
messages - Obstacles and limiting beliefs
57Examples of Your Competition
58Latinos Need to Perceive
- Greater benefits
- Fewer barriers, obstacles, and lower cost
- Social pressure
59Your Competitive Advantages
60Section 5 Promoting Library Services
61Promoting your Library
- Branding effort
- Target market Latino community at large
- promote library services in general
- generate membership
- Sales effort
- Target market market segments
- promote outreach activities
62Purpose of Branding Effort
- Become knowledgeable of library services
- Increase their trust in your institution
- Create long-term credibility about service
continuity - Establish long-lasting, personal relationships
- Empower their community
63What to Promote with Branding
- Library mission
- Free services, borrowing and reserving materials
- Locations and hours of operation
- Use of the Internet and online databases
- Library materials for Spanish-speaking users
- Library materials for Latino teens and children
- New releases!
- Requirements to become a library member
- Fines, fees and damaged materials
- How to volunteer or advocate for the library
- Confidentiality of personal information
- Spanish website and how to use it
- Any other matter you might think they need to
know!
64Purpose of Sales Efforts
- Motivate them to change habits
- Address their needs and wants
- Expand services in their area
- Make them feel at home, sense of belonging
- Celebrate and share their cultural heritage
- Keep them coming back!
65The Products You Sell
- 1. Benefits in using your products and
services - 2. Desired change in behaviors
- 3. Physical products or services
- 4. Augmented products
66Planning a Promotional Strategy
- Answer these questions precisely
- Who are we trying to reach? (market segment)
- What are we advertising? (benefits)
- What are we trying to achieve? (measurable goals)
- What are we trying to communicate? (actions)
- How are we going to communicate it? (ways to
advertise)
67Parameters to Consider
- Strategic partners (who?)
- Incentives (create customer predisposition)
- Competition (change behaviors)
- Amount of advertising needed
- Cost
68Selecting Media The Eight Ps (Handout 4)
69Marketing is a Work of Love!
- Build relationships with your Latino patrons
- Make it a personal challenge
- Generate enthusiasm!
- Thanks for your participation!
- For questions please contact sbaumann_at_lcsworldwide
.com