Marketing To American Latinos: 2 Volumes

The 2000 US Census counted more than 9 million Hispanic households, home to more than 35 million Hispanic Americans with a rising average income level.

Multiple campaigns have proven that it's a marketplace that truly blossoms when you target campaigns specifically to it. Your ROI can be tremendous - but only if you know what you're doing.

For the past 20 years, researcher Isabel Valdés has been studying exactly what works (and what doesn't) for her many Fortune 500 clients. Now you can take advantage of her research, Case Studies and insights, gathered in this handy two-volume set. Includes:

• 10 Case Studies detailing successful Latino-marketing campaigns from: Honda, JCPenney, Paragon Cable, House Foods America, Tecate Beer, March of Dimes, and more.
• 50 tables and charts to help you understand the data at a glance, including Hispanics by state; the values of middle class Hispanics vs Anglos; language preferences; purchasing habits by product type and by sales channel; etc.
• Insights into purchasing, language and attitudinal differences between various Latino demographics -- how to sub-segment for profits.
• Lists of dozens of online resources - including top Hispanic media, professional organizations, eretailers, portals, advocacy groups and marketing resources.

This two-volume set is surprisingly skimmable. Don't be put off by the length -- it's a quicker read than you might think. The charts, useful pull-quotes, Case Studies, creative samples and warm voice make this a genuinely enjoyable read.

Definitely recommended for marketers targeting this demographic - or considering testing a targeted campaign. Especially useful to help you build a business case for your budget or added campaigns.

Readers say:

"Isabel has put together the ultimate guide for marketing to the US Hispanic community."
Tom Maney
VP Ad Sales
Fox Sports World Espanol

"A bull's eye assessment of this emerging market. Isabel Valdés' consolidation of so much rich and relevant information points the way toward enormous business opportunities. It delivers."
Willard I Hill, Jr
Senior VP
Aetna Financial Services

"Isabel Valdés has put into simple words everything traditional grocery retailers and wholesalers need to know to respond to our changing market. Her book has been a helpful addition."
Peter Barrett
Unified Western Grocers, Inc

"Isabel Valdés is a gifted researcher and is constantly pursuing the most intimate consumer insights, which will allow corporate America to understand the importance of the Hispanic market in the United States. Her book will be a must read for anyone wanting to effectively market to this segment in the next decade."
Ingrid Otero-Smart
President, COO
Mendoza Dillon

"It is crystal clear that Isabel Valdés is THE oracle for the new generation of multicultural marketing strategists. Anyone who is interested in understanding and participating in the most complex marketing challenge to hit the USA in its history must read her book."
Jose Nine
Director of Marketing
Fannie Mae

Complete List of Charts and Graphs

Marketing to American Latinos: Part 1

Figure 0.1: Growth Trends 1990-1999
Figure 0.2: Hispanic Shopping Behavior
Figure 0.3: Hispanics Online
Figure 1.1: U.S. Hispanic Population, 1960-2000
Figure 1.2: U.S. Hispanic Population, 1980-2000
Figure 1.3: Hispanic Population as Percentage of U.S. Population, 1960-2000
Figure 1.4: U.S. plus Four Latin American Countries with Large Spanish-Speaking Populations, 2000
Figure 1.5: Household Growth, 1990-2000 and 1998-2003, by Race and Origin of Householder
Figure 1.6: Number of Households by Race and Origin of Householder, 1990-2003
Figure 1.7: Latino Income Growth
Figure 1.8: Hispanic Self-Identification
Figure 1.9: Hispanic Households by Country of Origin, 1999
Figure 1.10: Cultural Diversity
Figure 1.11: Hispanic Population for Selected States, 2000
Figure 1.12: Second Tier DMAs Ranked on Latino Population Growth 1990-2002
Figure 1.13: Undocumented Immigrants from Latin America and Other Countries, October 1996
Figure 2.1: Hispanic Immigrants' Reasons for Coming to the U.S.
Figure 2.2: Chronology of Hispanic Presence in the United States
Figure 2.3: Growth of Hispanic-Owned Firms, Revenues, and Employees
Figure 2.4: Three States with Largest Number of Hispanic-Owned Businesses
Figure 2.5: Ten States wit the Largest Hispanic Businesses Ranked by States, 1992
Figure 3.1: Legal Immigration by Country of Origin, 1997-1994
Figure 3.2: Hispanics in Government
Figure 3.3: Ten States with the Highest Percentage of Hispanics, 2000
Figure 3.4: Ten States with the Largest Increases in Hispanic Population, 1990 to 2000
Figure 3.5: Ten States with the Largest Hispanic Population, 2000
Figure 4.1: Value Orientation Differences between Hispanics and the American Middle Class
Figure 4.2: Broad Cultural Differences between Hispanics and the American Middle Class
Figure 6.1: Checklist for a Culturally Attuned Communication Process
Figure 6.2: Generational Diversity
Figure 6.3: Five-Year Projected Births to Hispanic Women by Markets, 1997-2001
Figure 6.4: The Best of Both Worlds
Figure 6.5: Total U.S. Youth under Age 18, 2000-2010
Figure 6.6: Hispanic Youth Population, 1998-2003
Figure 6.7: Total Hispanic Youth, 1998-2003
Figure 6.8: Photo of Latina Magazine Cover
Figure 6.9: Income Growth
Figure 6.10: Hispanic Women by Occupation
Figure 6.11: Projected Median Age of U.S. Women
Figure 7.1: U.S. and Selected Latin-American Countries Hispanic Income per Capita
Figure 9.1: The Mexican- American and the Anglo-American Family Life Cycle Cultural Variation
Figure 9.2: The Mexican-American and the Anglo-American Family Life Cycle Cultural Variation
Figure 9.3: The Ecosystemic Model
Figure 9.4: The Ecosystemic Model

Marketing to American Latinos: Part 2

Figure 1.1: The True Size of the Hispanic Market
Figure 1.2: Growth Trends 1990-2001
Figure 1.3: Hispanic Population as Percentage of U.S. Population, 1960-2000
Figure 1.4: Reproduction of the Question on Hispanic Origin from Census 2000
Figure 2.1: The Hispanic population is younger that the non-Hispanic white population
Figure 3.1: Hispanic Population by Country of Origin, 2000
Figure 3.2: Immigration Sources from Mexico
Figure 3.3: Distribution of Hispanics by U. S. Region and Origin, 2000
Figure 3.4: Median Age by Country of Origin
Figure 4.1: Distribution by Race in Percent of Racial Group, 2000
Figure 4.2: Hispanic or Latino U.S. State, District, and Territory Populations
Figure 4.3: Ten Largest Places, Total Population and Hispanic Population, 1990-2000
Figure 4.4: Cities and Suburbs with Majority Hispanic Population
Figure 4.5: Concentrations of Hispanics in U.S. Cities by Country of Origin
Figure 5.1: Household Income, 1998
Figure 5.2: Income Distribution, Hispanic Households, 2000
Figure 5.3: Ten States with the Highest Estimated Hispanic Buying power, 2002
Figure 5.4: Ten States with the Most Concentrated Hispanic Buying Power, 2001 Estimated
Figure 5.5: Fast-growing Hispanic Consumer Markets
Figure 6.1: Growth in Hispanic Households
Figure 6.2: Consumer Expenditure, 2000
Figure 7.1: Hispanics Are a Growing Share of Immigrants
Figure 8.1: Enrollment of Hispanics (aged 3 to 55+) in School, October 2000
Figure 8.2: High School and Beyond
Figure 8.3: College Enrollments of Hispanics Aged 15+, October 2000
Figure 8.4: College Enrollment by Race
Figure 9.1: Labor Force Status of the Population by Age and Hispanic Origin, Annual Average, 2000
Figure 9.2: Civilian Labor Force by Race and Hispanic Origin, 1998, and Projected 2008
Figure 9.3: Growth of Hispanic-owned Firms, Revenues and Employees
Figure 9.4: Twenty States with the Largest Number of Hispanic-owned Firms, 1997
Figure 9.5: Ten Metropolitan areas with Largest Number of Hispanic-Owned Firms, 1997
Figure 9.6: Hispanic-owned Firms by Ethnicity, 1997
Figure 9.7: Types of firms Owned by Hispanics
Figure 9.8: Hispanics in Government
Figure 11.1: Income 1999
Figure 11.2: Generational Diversity
Figure 11.3: Foreign-Born and U.S.-Born Hispanics
Figure 11.4: Generational Segments
Figure 11.5: Dollars and Segments, Hispanics over Age 18
Figure 11.6: Spanish Speakers
Figure 12.1: Language Segmentation-An Example
Figure 12.2: Language Segments: Spoken and Reading
Figure 12.4: ACNielsen's Los Angeles Homescan Hispanic Panel Profile
Figure 13.1: Country of Origin
Figure 13.2: Mean Hispanic Household Income by National Origin
Figure 13.4: Metros by Country of Origin
Figure 14.1: Segment Summary Table
Figure 14.2: In-Culture Latino Segments
Figure 14.3: In-Culture Latino Segments
Figure 14.4: Los Bebes (aged 0 to 5)
Figure 14.5: Early Learners
Figure 14.6: U.S. Children 5 to 9, Projected Growth, 2001 to 2010
Figure 14.7: Los Ninos (Aged 6 to 9)
Figure 14.8: Generation N (Aged 10 to 19)
Figure 14.9: Total U.S. Youth under Age 18, 2005, Projections
Figure 14.10: Total Enrollment in Higher Education
Figure 14.11: U.S. Children Aged 10 to 14, Projected Growth, 2001 to 2010
Figure 14.12: Generation N "Tweens" (Aged 10 to 14)
Figure 14.13: Generation N Teens (Aged 15 to 19)
Figure 14.14: Latinos/Latinas (Aged 20 to 39)
Figure 14.15: Educational Attainment of Latinos Aged 25 and Older, 1999
Figure 14.16: Home Ownership Rates
Figure 14.18: Latinos/Latinas: Young" (Aged 20 to 29)
Figure 14.19: Latinas Are Getting Gorgeous
Figure 14.20: Latinos/Latinas "Thirty-something" (Aged 30 to 39)
Figure 14.21: Latino Boomers, "Young" and "Mature" (Aged 40 to 59)
Figure 14.22: Important School Issues for Hispanic Parents
Figure 14.23: Latin Boomers "Young" (Aged 40 to 49)
Figure 14.24: Latin Boomers "Mature" (Aged 50 to 59)
Figure 14.27: Los Grandes by Age (60+)
Figure 14.29: Hispanics and non-Hispanics Who Feel "Sandwiched"
Figure 14.30: Three Generations under One Roof
Figure 14.31: Los Grandes Segment (Aged 60+)
Figure 14.32: Projected Growth in Los Grandes Segment
Figure 16.1: Impact of Acculturation
Figure 16.2: Impact of Acculturation
Figure 16.4: Household Penetration of forms of Coffee
Figure 16.5: Dollar Shares of Instant Coffee Brands
Figure 16.6: Household Penetration
Figure 16.7: Dollar shares of Breakfast Brands
Figure 16.8: Children's And Adults' Cold Remedies
Figure 16.9: Children's and Adults Cold Remedies
Figure 16.10: Dollar Shares of Children's and Adults' Cold Remedies
Figure 16.11: Soup
Figure 16.12: Soup
Figure 16.13: Regular Soda
Figure 16.14: Spending on Sanitary Products
Figure 16.15: Dollar Shares of Sanitary Products
Figure 17.1: Products Purchased More Often by Hispanics than Non-Hispanics
Figure 17.2: Dry Grocery Department-Non-Hispanics vs. Hispanics
Figure 17.3: Dry Grocery Department-Acculturated and Non-Hispanic vs. Hispanic
Figure 17.4: Dairy Foods Department-Non-Hispanics vs. Hispanics
Figure 17.5: Dairy Department-acculturated and Non-Hispanic vs. Hispanic
Figure 17.6: Alcoholic Beverages-Non-Hispanics vs. Hispanics
Figure 17.7: Alcoholic Beverages-Acculturated and Non-Hispanic vs. Hispanic
Figure 17.8: Wine--Non-Hispanics vs. Hispanics
Figure 17.9: Wine--Acculturated and Non-Hispanic vs. Hispanic
Figure 17.10: Non-Food Product--Non-Hispanics vs. Hispanics
Figure 17.11: Non-foods Products--Acculturated and Non-Hispanic vs. Hispanics
Figure 17.12: Health and Beauty Products--Non Hispanics vs. Hispanics
Figure 17.13: Cosmetics--Non-Hispanics vs. Hispanics
Figure 17.14: Toothpaste--Non-Hispanics vs. Hispanics
Figure 18.2: Incidence of Selected Conditions
Figure 18.3: Causes of Death
Figure 19.1: Traveling Together In-Culture
Figure 19.2: Characteristics of Traveler Households, 2000
Figure 20.1: U.S. Households Computer Ownership
Figure 20.2: U.S. Computer Household Using the Internet
Figure 20.3: Equipment for the Information Age
Figure 20.4: Growth in Hispanic Internet Usage
Figure 20.5: Internet Users by DMA
Figure 20.6: Hispanic Attitudes
Figure 20.7: Young Computer and Internet Users
Figure 20.8: Comparative Profile
Figure 20.9: Primary Locations of Hispanic Internet Usage
Figure 20.10: E-Commerce Activity
Figure 21.1: "A Family Affair"
Figure 21.2: Hispanic Media Watchers, 2001-2002
Figure 21.3: Most-Watched Programs, Hispanic Adults 18-49
Figure 21.4: Spanish Language Tiers
Figure 21.5: Top Billers for Spanish-Language Radio
Figure 21.6: Ad Page Counts and Estimated Dollars for April, 2002
Figure 21.7: Hispanics Advertising Industry Growth
Figure 21.9: Hispanic Market Advertising Expenditures, 2001(Gross Expenditures)
Figure 21.9: Hispanic Business Magazines (Top 60 Advertisers in the Hispanic Market, 2001)
Figure 22.1: External Integrated Strategy
Figure 22.2: Integrated Strategy Alignment
Figure 22.3: DirecTarget Map of Houston