Marketing to Latinos: An Action Plan

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Marketing to LatinosAn Action Plan

• Instructor
• Susana G. Baumann
• sbaumann_at_lcsworldwide.com
• An Infopeople Workshop
• Summer 2007

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This 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.
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Workshop 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

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• Section 1
• Why Market to Latinos?

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Californias Math Economic and Educational
Profile of Latinos
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CAs 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
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CAs 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

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A Formula for Disaster

• Increase in total state expenditures
• education
• healthcare
• correctional system
• Decrease in tax revenues
• Future imbalance in Social Security System

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Tasks 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

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Role of Libraries in Californias Future
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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
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Diversity Goals in Library Policies
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Three 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?

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Commitment to DiversityIt Starts from the Top
Down!

• Board members
• Library directors
• Management /Administrators
• Library personnel, interns, volunteers, etc.

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Commitment to DiversityIt Is Nourished from the
Bottom Up!

• Board members
• Library directors
• Management /Administrators
• Library personnel, interns, volunteers, etc.

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• Section 2
• Launching a Latino Action Plan

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Benefits and Elements of an Organizational
Marketing Plan
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Benefits 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

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Seven 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

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From a Marketing Plan to an Action Plan
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Three Steps to an Action Plan

• Create a Committee for Latino Outreach (CLO)
• Create a feedback process
• Develop an action plan

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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!

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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.

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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

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Goals of An Action Plan
Step 3

• 1. Know your market
• 2. Position your library
• 3. Focus on promotion and outreach

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• Section 3
• Tools to Develop a Basic Market Analysis

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Market Analysis

• Market profile
• market research
• psycho-socio-cultural research
• Community needs assessment

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Gathering 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

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What You Need for your Market Analysis

• Information vs. wishful thinking
• Experience vs. improvisation
• Observation vs. pre-judgment
• Avoid analysis paralysis!

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Purpose of Market Research

• Learn about your target markets
• Identify market segments
• Prioritize market segments
• Find out market trends

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Target Markets

• The Latino community at large
• Market segments defined by
• demographics
• psycho-socio-cultural dimensions
• trends
• needs

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Demographic 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.

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Purpose of Psycho-socio-cultural Research

• Understand Latino idiosyncrasies and diversity
• Define market segments more specifically
• Respond culturally to market needs
• Know your competition

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Psycho-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.

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Social 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)

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Market 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.

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Example 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

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How 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?

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Latino 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

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Market Trends
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Purpose 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

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Example of Market Trends

• Assimilation and acculturation
• Segregationist approach
• Immersionist approach
• Multicultural approach
• Use and preference of language
• Spanish only
• English only
• Bilingual no preference

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Assessing Your Latino Community Needs
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Two Known Facts in Marketing

• Customers are easier to sell when they have a
  problem! (Handout 2)
• People are creatures of habit!

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Some 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

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Changing Latinos Beliefs and Habits

• Raise awareness about library services
• Keep them in the loop
• Create incentives to change behaviors

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Library 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!

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Keep 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!

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Incentives Change Behaviors!

• Assess the need
• (water sugar)
• Redefine the need
• (produce your soda)
• Create the incentive
• (Mmm mmm cool!)

Your true MARKETING effort!
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Approaches to Respond to Community Needs

• Find out problems
• Come up with a solution
• Create a product
• Find your customers

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• Section 4
• Positioning Your Library

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What is Positioning?

• Maximize existing/new resources
• Link and partner with other community
  organizations
• Create competitive advantages

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Maximize Existing/New Resources

• External resources
• - community partners
• - funding
• Internal resources
• products and services
• personnel
• facility

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Who Can Help

• Community partners
• community leadersrepresent parts of the
  community
• strategic partnersfor specific or long-term
  goals
• market channelsinteract daily with Latino
  customers

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Factors That Motivate Customers (Handout 3)

• Price
• Product choices
• Place (location)
• Promotion
• Personnel (helpful staff)

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Your 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

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Examples of Your Competition
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Latinos Need to Perceive

• Greater benefits
• Fewer barriers, obstacles, and lower cost
• Social pressure

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Your Competitive Advantages
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Section 5 Promoting Library Services
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Promoting 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

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Purpose 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

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What 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!

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Purpose 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!

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The Products You Sell

• 1. Benefits in using your products and
  services
• 2. Desired change in behaviors
• 3. Physical products or services
• 4. Augmented products

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Planning 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)

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Parameters to Consider

• Strategic partners (who?)
• Incentives (create customer predisposition)
• Competition (change behaviors)
• Amount of advertising needed
• Cost

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Selecting Media The Eight Ps (Handout 4)

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Marketing 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