COMMUNITY RELATIONSIndustry Conference Zeros in
on Diversity LAS VEGAS (Nov. 2, 2006) - Every business owner dreams of finding that perfect new market: One with a large population, a lucrative and increasing average household income and utmost loyalty - once you earn it. For those that haven't yet tapped the Latino market for new customers or employees, this group could well be the shot in the arm your company needs, says Kelly McDonald, president of Dallas-based McDonald Marketing and the keynote speaker at this year's Aftermarket Industry Conference, sponsored by Universal Underwriters. However, cautions McDonald, entering this market is more than just merely translating your promotional materials and business signage into Spanish. Becoming a "Latino-friendly" business starts with having Spanish-speaking staff available to interact with those customers and employees.Latino or Hispanic?According to McDonald, both terms are acceptable and most people use them interchangeably. But there are differences:
* Latinos/Hispanics are an ethnicity and can be of any race. One can be Latino without being Hispanic, such as a person of Brazilian descent. But all Hispanics are Latino.
* The term Latino is used more widely today and is considered more inclusive.
* The definition of Latino generally relies on three factors:
1. People who identify themselves as Hispanic or Latino.
2. People born in or can trace ancestry to one of the 22 Spanish-speaking countries.
3. People who learned Spanish as their first language or consider it their primary language, or those who trace Spanish as the primary language of their ancestry.
Next, don't assume it's a one-size-fits-all message. McDonald points out that it's crucial to understand your core customers. For example, she recently advised a well-known national company that had come away from a campaign targeting the Miami-based Latino market with dismal results. They couldn't understand what had gone wrong, but after reviewing their materials, McDonald pointed out the problem: The promotion was touted as a "Cinco de Mayo" event - a holiday that would be of little interest to the largely Cuban community there. More than just customers "Attracting and maintaining a strong employee base continues to be one of the aftermarket industry's greatest challenges," adds Bob Tschippert, CPCU, senior vice president of ASM-Special Account Services for Universal Underwriters. Add to that the sobering fact that over the next 10 years, analysts predict 70 million U.S. employees will be leaving the workforce for retirement. That means the labor shortages we see now will continue to rise. To that end, McDonald says that Latino employees - whether foreign or U.S.-born - can become some of your most valued employees. But simply translating employee policy manuals into Spanish isn't enough; business owners also should ensure their employees can read them. If they can't, McDonald advises putting them on the path to literacy and making it part of their goals during employee evaluation time. The Latino culture is very attuned with feeling valued, she stresses, and they want to know there is a successful career path ahead of them. The greatest successes can come through simple education of navigating our society, adds McDonald, especially for new immigrants. Many times, they know nothing of socialized medical care or 911 emergency services, for example. "The rate of injury for Hispanic workers is four times that of non-Hispanics," says McDonald. Teaching them life skills we take for granted, as well as calming fears that a hospital visit won't result in deportation, portrays an employer as someone who not only cares, but values a person, she says. Critical path to success Regardless of whether you are looking for new employees or new customers, the place to start is with a bilingual staff member who is available to put people at ease when English is not their first language. Also remember that within the Latino culture, personal service is valued over speed, and the overall experience will dictate their desire to do business with you in the future. Last, McDonald stresses, do your research on the core group you want to reach: "Marketing is not about dealing with the world you want it to be. It is about dealing with the world in the way it is."(Sources: Universal Underwriters, McDonald Marketing)
on Diversity LAS VEGAS (Nov. 2, 2006) - Every business owner dreams of finding that perfect new market: One with a large population, a lucrative and increasing average household income and utmost loyalty - once you earn it. For those that haven't yet tapped the Latino market for new customers or employees, this group could well be the shot in the arm your company needs, says Kelly McDonald, president of Dallas-based McDonald Marketing and the keynote speaker at this year's Aftermarket Industry Conference, sponsored by Universal Underwriters. However, cautions McDonald, entering this market is more than just merely translating your promotional materials and business signage into Spanish. Becoming a "Latino-friendly" business starts with having Spanish-speaking staff available to interact with those customers and employees.Latino or Hispanic?According to McDonald, both terms are acceptable and most people use them interchangeably. But there are differences:
* Latinos/Hispanics are an ethnicity and can be of any race. One can be Latino without being Hispanic, such as a person of Brazilian descent. But all Hispanics are Latino.
* The term Latino is used more widely today and is considered more inclusive.
* The definition of Latino generally relies on three factors:
1. People who identify themselves as Hispanic or Latino.
2. People born in or can trace ancestry to one of the 22 Spanish-speaking countries.
3. People who learned Spanish as their first language or consider it their primary language, or those who trace Spanish as the primary language of their ancestry.
Next, don't assume it's a one-size-fits-all message. McDonald points out that it's crucial to understand your core customers. For example, she recently advised a well-known national company that had come away from a campaign targeting the Miami-based Latino market with dismal results. They couldn't understand what had gone wrong, but after reviewing their materials, McDonald pointed out the problem: The promotion was touted as a "Cinco de Mayo" event - a holiday that would be of little interest to the largely Cuban community there. More than just customers "Attracting and maintaining a strong employee base continues to be one of the aftermarket industry's greatest challenges," adds Bob Tschippert, CPCU, senior vice president of ASM-Special Account Services for Universal Underwriters. Add to that the sobering fact that over the next 10 years, analysts predict 70 million U.S. employees will be leaving the workforce for retirement. That means the labor shortages we see now will continue to rise. To that end, McDonald says that Latino employees - whether foreign or U.S.-born - can become some of your most valued employees. But simply translating employee policy manuals into Spanish isn't enough; business owners also should ensure their employees can read them. If they can't, McDonald advises putting them on the path to literacy and making it part of their goals during employee evaluation time. The Latino culture is very attuned with feeling valued, she stresses, and they want to know there is a successful career path ahead of them. The greatest successes can come through simple education of navigating our society, adds McDonald, especially for new immigrants. Many times, they know nothing of socialized medical care or 911 emergency services, for example. "The rate of injury for Hispanic workers is four times that of non-Hispanics," says McDonald. Teaching them life skills we take for granted, as well as calming fears that a hospital visit won't result in deportation, portrays an employer as someone who not only cares, but values a person, she says. Critical path to success Regardless of whether you are looking for new employees or new customers, the place to start is with a bilingual staff member who is available to put people at ease when English is not their first language. Also remember that within the Latino culture, personal service is valued over speed, and the overall experience will dictate their desire to do business with you in the future. Last, McDonald stresses, do your research on the core group you want to reach: "Marketing is not about dealing with the world you want it to be. It is about dealing with the world in the way it is."(Sources: Universal Underwriters, McDonald Marketing)
