
Juan Pablo Gauna a.k.a "John Paul" was born in Pasadena, Texas (a suburb of Houston). With Majors in both History and Spanish from Southwest Texas State, and studies abroad at the Univeridad de Alcalá de Henares, Spain, now lives in San Antonio where he is the Market Development Manager-Wine for Block Distributing/Republic Bev. Co. Juan Pablo has the particular task of creating, educating, and finding the Hispanic/Latino Wine consumer. A self-described "American of Mexican-Indian" descent, he firmly refuses to believe that there is not a place for Wine within the Latino lifestyle; instead assets that Wine has become "to ‘snobby’ for us".
I hooked up with this extremely bright young professional, family man and very likable guy, through an article about, what else, wine that I posted some time ago here at Hispanic Trending. After getting together for both work and personal reasons (Juan Pablo invited me and my family to his daughter’s first birthday party), I asked him to share with you his take on Hispanic Marketing. I truly enjoyed his straightforwardness and wit, am sure you will too…
Hispanic Trending: What are you noticing about Hispanic Marketing?
Juan Pablo Gauna: Everyone wants to do it! Now it is the cool thing to do!
How do you refer to the largest minority in the county?
I refer to them as both Hispanic and Latino. We have too much PRIDE to agree on anything.
What language should be used?
This depends on your target audience. It all depends on what segment of Latinos you are trying to reach, Tucanes del Norte or Frankie Ruiz albums? ¿Norteños or Caribeños?
What are your best memories of growing up as Hispanic/Latino?
The fact that during Holidays, we did not play CD/Record music, we were the music! My Grandfather and his brother Mario Guzmán would bring in a little "Conjunto" band in…and there we were all in the kitchen!
We all loved every minute of it. To hear Johnny Cash melodies with Spanish Lyrics was wonderful, and you never tired of "Por Un Amor." Even though personally to me that song is cheesy, ha ha
My Aunt Mary would sip her drink and carry a tune alongside my grandfather, while he who would yell out GRiTOS.
Unfortunately my grandfather has since past, as too his brother.
How do you segment the Latino market?
Chip Know It All says:
"Nah y’all got it all wrong, hell I know Hispanics and they are all the same, rice and beans, rice and beans."
Wrong Mr. Know it All.
There is segmentation and it depends on what you marketing, take a Saturday evening and listen to the different Spanish language radio stations, that is segmentation at its best.
- Norteño
- Pop/Rock en Español
- Boleros/Música romantica del pasado
- Salsa/Merengue/Reggaeton
What would you say exist amongst all Hispanics?
Family! and Fiestas! and some type of sporting game on TV that brings the family together.
Which source of information would you recommend to someone interested in learning more about the Latino Market?
- If I can provide a source of information, it would have to be your website Juan!
- The book known as Multicultural Marketing,
- College friends from different Latin American countries like Edgardo, Carlos, and Mauricio always help!
Hispanics family values vs. Non-Hispanic whites family values… How would you say they differ?
Hmmm, great question!
What I know is my experience with a Single-Parent Childhood and the help of my grandfather Pablo Guzmán!
It was like my mother was the Marine Corp General away at work, while my grandfather and grandmother carried out the orders.
My grandfather’s family values had a HUGE impact on my life. He constantly bombarded me with…"Mijo your a my grandson, you come from my blood, you WILL:
- Work Hard
- Love your Mother and Grandparents
- Do As I Say
- And mijo, don’t you dare ride your bicycle on my lawn. ha ha ha ha ha
My grandfather was extremely proud of his lawn.
Marketing to Hispanics, who is doing a great job? Why?
Ford, Budweiser, Coors, Miller Lite, ABC, to name a few; because they use people we identify with.
Who is doing a terrible job?
California Wine industry. Because they are not spending the RIGHT money on Hispanic Marketing and they try and blanket the Hispanic consumer. They ask why Hispanics do not drink wine, yet there is no advertising initiative taken on Hispanic radio, print, or TV.
They have the attitude that converting a Hispanic/Latino beer drinker cannot be done!
What should businesses do to cater to Hispanics?
Businesses should ask the right questions and hire qualified Hispanics. Do not do a disservice to your company by hiring someone with a Spanish surname, just because; no take time out to learn more about Hispanic/Latino recruits.
Should businesses have a multicultural /bilingual staff?
For those of you who do not visit the Census Website or demographic sites, Hispanics are 39.9 million of the US population. In other words, get a multicultural staff NOW!
PS Watch Don Francisco’s Sabado Gigante, that gives you an idea of how a Chilean can become an Icon in the U.S. with the help of a multicultural staff who went out and "grabbed" the Hispanic/Latino consumer.
Which are the most common misconceptions made by non-Hispanics about Latinos?
We are not all the same and our taste buds do not differ from everyone else’s, except when it comes to tamarindo or Micheladas. Ha ha!
Should companies offer options to their customers to access their Website/Literature/ Answering Services… in Spanish? Why?
Absolutely, you should not wait for Hispanics/Latinos to completely assimilate to English. However, make the extension to the Hispanic Consumer by SPEAKING TO THEM in their language. If its Spanish, Spanglish, TEX-MEX, or English.
What is your perception regarding Hispanics and their use of general market/English media? My perception is there is a lot of opportunity! For once I would love to see a Foley’s Red Apple Sale with women who look like Eva Longoria or men like Esai Morales.
Also, the Allstate Commercials currently running in Spanish with the actor Esai Morales, would be great in English for Texas.
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