Spanish Language Cable Sales Case Study

Build Spanish Language Website for Cable Sales

Context and problem: a national digital sales firm wanted to post cable internet offers in Spanish. They received sales intelligence that in major cities in the US, there were three types of Spanish used by internet consumers, Mexican, Cuban, and Puerto Rican variants. This would require differences in identifying and then displaying content. These groups represent a significant portion of the domestic cable and streaming market but possess distinct linguistic preferences and cultural identities. The current marketing strategy relied on "Neutral Spanish" or literal translations from English, which failed to resonate with the specific idiomatic and cultural nuances of the three target segments. This "blanket approach" resulted in low conversion rates, as potential customers perceive the brand as out-of-touch or culturally insensitive.

Key Findings

Implement a new, tri-segmented marketing framework that utilizes creative translation rather than literal translation. This will ensure that cable offers are linguistically accurate and culturally relevant for Mexican, Cuban, and Puerto Rican consumers, ultimately increasing subscription rates and reducing churn within the U.S. Hispanic market.

Solution

A multi-pronged approach to content creation with a focus on content type + audience identification addresses the “how to” for complex language strategies. Separate sports from news and entertainment and then build process models that allow the program team to match each of those content types to the market they are seeking. The project plan included creation of a grid for applying content rules matched to segment detail.

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