Marketing of Cessation Products: Reaching Latinos Effectively

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Marketing of Cessation Products Reaching
Latinos Effectively

• By Pablo Izquierdo

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STEREOTYPES OF HEAVEN... AND HELL

• The Cooks are French
• The Police are British
• The Mechanics are German
• The Lovers are Italian
• Everything is run by the Swiss

• The Cooks are British
• The Police are German
• The Mechanics are French
• The Lovers are Swiss
• Everything is run by the Italians

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Cultural Perceptions Color The Way We Craft
Messages

• Or Why Marketing To Hispanics Is Not a Matter of
  Simple Translation

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Ready
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Listo
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Understand Your Target Mindset

• Spanish is more persuasive than English even to
  bilingual speakers!
• 5 times more persuasive, 57 better message
  recall
• Research Understand nuances for fact finding.
• Polling vs. Focus Groups vs. Anthropological
• Recognize cultural differences
• Strong ties to family and religion different
  approach to health

Roslow Research, 2004
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Understand the Media Landscape

• TV continues to be a dominant force (92 vs. 80)
• Radio shows much higher audience share (58 vs.
  19)
• Proportion of Latinos reading newspapers is still
  inferior (45 vs. 85)

Natl Assn Minority Media Execs, 2003
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The Importance of the Unconscious

• Expectation of info-tainment
• Creative flair is welcome
• Connect culturally and emotionally
• Be sincere
• But

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Please Refrain from Translating

• Smells and feels like it
• It can backfire
• Budweiser, el rey de la cerveza?
• American Airlines, volar en cuero?
• Bic pens are embarrasing embarazoso
• Perdue Chicken is a tender lover

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What Works

• A Case Study of a Tough Sell
• Stopping Deaths at the Border

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The Challenge

• Develop a comprehensive Border Safety campaign,
  aimed at curbing deaths along the border by
  Mexican illegal immigrants.
• Enormous communications challenge never attempted
  before by the American government
• Craft an unwanted message for an elusive target
  audience (illegal Mexican immigrants), make it
  extraordinarily persuasive and export it to
  Mexico.

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The Solution

• Ethnographic research found that, among
  motivators for people to cross illegally, the
  most vulnerable was a right of passage for
  young Mexicans.
• We created No Más Cruces en La Frontera, a
  catchy slogan and overall theme with dual meaning
  (no more crossings/crosses on the border).
• We developed a twin set of creative executions
  called Tumbas and Funeral rooted in Mexicos
  culture of death and using unique tools (such as
  Corridos).
• Tumbas targeted what we call the point of
  decision
• Funeral targeted the change of mind

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The Results

• We tested the campaign in key Mexican states and
  in the U.S. border areas (all markets
  exhaustively vetted to match top points of origin
  of illegal immigrants in Mexico and destination
  in the U.S.)
• The test provided astounding results
• near 70 recalled the radio spots unaided.
• almost the same (67) recalled the content
  explicitly (mention of death because of crossing
  the border).
• The overall persuasiveness of the ads was
  measured at 60 (convince someone to not cross
  the border).
• The full rollout occurred this year but we expect
  the tipping point to occur long-term

NuStats, 2004
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Final Thoughts on Hispanics Tobacco

• Latino smokers do NOT blame the cigarette
  companies for their habit they blame
  themselves.  
• Latinos are particularly sensitive to third party
  issues like second-hand smoke because (while they
  might not care about themselves), they will care
  about hurting others, especially their kids.
• Latinos think generationally and messages about
  the negative impact on their kids (habit forming,
  bad health) and not being there for the next
  generation can be key motivators.
• Guilt is a powerful tool, but Latinos dont feel
  guilty about themselves, they feel guilty about
  others.