Thread: Rico: Marketing to Hispanics botched big time

Published: 03.29.2007
Rico: Marketing to Hispanics botched big time
GABRIELA RICO
Tucson Citizen
'If you'd like to continue this call in English, please press 1" was only the beginning.
While Arizona voters made it clear on Election Day 2006 they wanted the state's business conducted in English, corporate America has other ideas.
Spanish is no longer a customer-service option in some direct-marketing campaigns. It is the only option.
Telemarketing calls targeting those of us with Spanish surnames outnumber English-language solicitations. At least they do at my house.
"¿Bueno? ¿No se encuentra la dama de la casa?" the telemarketer inquires, asking for the lady of the house.
Now, I'm a fluent Spanish speaker, but these calls annoy me.
Maybe it's the assumption that I don't speak English. Maybe it's the fact that I can't opt out of Spanish and speak to someone in English because if I bust out with my English, the call abruptly ends.
But mostly, the calls annoy me because marketing toward the Hispanic community is done with the low-level premise that the Hispanic community and the Spanish-speaking community are one and the same.
There are Hispanics who have a strong command of the English language. Others don't even speak Spanish.
My credit card bills arrive in Spanish with a note that it's for my "convenience and peace of mind." My e-mail provider keeps reminding me that with just a click of the mouse, I can change the language on my home page from that pesky English into Spanish, and the automated lady on my voice mail is now available in Spanish.
Even my junk mail is printed in Spanish.
And it's not just corporate America that is determined to get my attention: Network television is stocking up on Hispanic characters.
Being a fan of crime dramas, I noticed Hispanics cast in leading roles on some popular shows who weren't in handcuffs or married to the guy in handcuffs or victims of the guy in handcuffs. The characters were detectives or federal agents.
I was thrilled. Until they opened their mouths.
"Da report chowes that chee die from a gun chot."
Excuse me?
"Is a chame. Chee was so jung."
Come again?
Apparently, the networks are afraid that if they don't cast a Hispanic with a really thick accent, their sensitivity might slip past us.
Characters named Officer Garcia or Agent Lopez may not be enough of a clue.
The funny part is, when these characters speak Spanish to the show's crime suspect or victim or witness, their Spanish-language skills leave a lot to be desired.
I have no idea what language they do speak properly. And I wonder what the discussion at the networks sounded like.
"Listen up people, we need to reach out to the growing Hispanic community and start getting some Spanish people on the show . . . and be sure that our viewing public knows that we're doing this. Let's find someone who sounds the part."
Everywhere I turn - my mailbox, my e-mail, my TV - there are signs that corporate America wants me. Well, it wants my money.
Hispanics' economic clout was $686 billion in 2004 and is expected to rise to $992 billion by 2009, according to the Selig Center for Economic Growth at the University of Georgia.
I suppose that explains the disconnect between the voters of this state and the corporate machinery.
Their motives tend to be at odds, whether it's a desire for labor or to make money.
Economic gain has always been a motivator to do things differently even if it means doing so in español in an official-English state.
Gabriela Rico is the Citizen's business editor. She can be reached at 807-7762 and grico@tucsoncitizen.com. Address letters to P.O. Box 26767, Tucson, AZ 85726-6767.
http://www.tucsoncitizen.com/daily/local/46424.php

^^^ Mr. Rico there are millions of Hispanics behind you! Thanks for speaking the truth.

I think "Gabriela" is a she.