Yo también hablo Español.
It’s undeniable! Today’s U.S. Southwest markets are composed of a high proportion of Spanish speaking families. Specially in our market, Houston, Texas. I have seen the latino population explode in the last 20 years. First generation Hispanics work very hard to establish roots. The families grew. The second generation became more affluent, establishing new businesses and contributing to the local economy. Now a third generation is growing and expanding, dominating the Houston demographics with over 50% of the population. Please consider reaching the “other half” of the market by communicating your products and services in Spanish.
Reaching the “Other Half”
With Lightbulb Advertising you now have the option to reach the Latino market. Daniel Postan is a native Spanish speaking communications specialist. He does speak Spanish fluently and also understands the culture and idiosyncrasies of the different Latino groups. In the Houston market, 85% of the mass is of Mexican descent, about 10% Central-American with a majority of them from El Salvador. Less than 5% are from South-America, Caribbean, Spain and the rest of the world. Considering the current demographics; it is best to cater messages in Mexican Spanish or with a neutral Spanish for all. If you have a Cuban cuisine restaurant you definitely need to tone the message with a Cuban Spanish accent. If you sell Pupusas Salvadoreñas you must present them in Salvadorean Spanish or a Tango Dancing Academy with Argentine Castillian Spanish. Daniel Postan has the ability to cater your Spanish message, to a specific targeted market, in the best possible way and reach the “other half”.
Interpretations SI, Translations NO
A literal translation from English to Spanish is OK for technical applications or just to understand quickly vital information. In the world of advertising, the communication must be interpreted, not translated. An interpretation will contain the same message but also convey the same feelings. Adapting an idea from English to Spanish will have a far better reach than just a literal translation. There’s a big difference to try to “understand what that talent is saying” and “what that talent is communicating”. A good example of this is the famous tale of General Motors (GM) during the 1970’s. GM had a successful car called the Chevrolet Nova. It was sold well in the U.S. and then it was introduced in Mexico. Unfortunately the car did poorly in sales. Later, it was discovered by GM executives that NOVA (no va) in Spanish means “doesn’t go”. Imagine selling a new car in the U.S. from Peru called “Chevy Chompa” (Chompa means Sweater) and translated would of be “Chevy Pullover”… it won’t sell very well. Every police officer in the nation will try to catch one speeding and “pull it over”. Finally the “Chevy Nova” (Chevy No Go) was renamed as the “Chevy Caribe” and sells took off. Know your product or service, know your market. Communicate effectively by interpreting, not translating. Allow changes. Be flexible. Understand your targeted audience.
Bilingual samples of what Lighbulb Advertising can do for you:
Lightbulb Advertising, in association with I-Mark, created a campaign for San Jacinto Harley-Davidson of Pasadena, Texas. These examples illustrate how professional Harley-Davidson sales people promote their services to different markets. One video in English and one video in Spanish. The sales experts use YouTube videos to generate new leads. By distributing these videos, they can now target potential clients in Spanish, as well as in English. The videos help break the ice between sellers and buyers. Inform the audience of news, reviews, general information or specific buying opportunities. The sales people can send multiple e-mails (E-blasts) to new clients. These videos are also intended to reinforce the relationships with established customers too. By inviting an established customer base to share the video presentations with their friends and family, a viral effects can be produced increasing the viewers traffic. The more traffic, the better chances to increase leads and sales. We specialize in this type of bilingual advertising. It’s what we do best! Have any Questions?… ¿Tienes alguna pregunta?
Broadcasting Television reaching Hispanics in Houston
We produced a complete season (13 Television Shows) of Spanish Programming for the benefit of the Latino community. The sponsor was Mac Haik Chevrolet in Houston, Texas. Above is a sample of show number 6. If you are interested in creating Infomercials or programs to reach the Latin Community, just contact us, we know how to help you out. (Lapiz y Papel Copyright 2004 / Television Works / Vidimed / Lightbulb Advertising)
For more information call Lightbulb Advertising.
Ask for Daniel Postan at 281-493-5252.
You can send an E-Mail, just click “Bulby”