Posted by Elena del Valle on June 29, 2007
The Power of Business en Español cover
Photo: HarperCollins Publishers
Jose Cancela, a Miami businessman and marketing consultant, discusses his thoughts on the importance of marketing to Spanish-language consumers in the recently published title The Power of Business en Español: Seven Fundamental Keys to Unlocking the Potential of the Spanish-Language Hispanic Market (Rayo, $19.95). The 199-page book outlines the importance of becoming aware of and targeting Spanish speaking Latinos in the United States.
Cancela, owner of Hispanic USA Inc., outlines in seven chapters the concepts he believes will help marketers understand Latino consumers. He focuses on similarities between Latinos, the size, importance and location of the markets, Hispanics’ love for the United States, Latino voting power, religion, family values and buying power, and why he feels it’s essential to reach out to this market segment in Spanish.
He also discusses briefly the Latino baby boom, hypergrowth markets, Latino versus Anglo values, Spanish speaking population estimates, top 10 advertisers on Hispanic websites, favorite websites for Spanish language surfers, and businesses likely to grow among Latinos.
For his insights he relies on 25 years of experience working with Spanish dominant Latinos in the top 50 U.S. Hispanic markets; and on behalf of brands like Proctor & Gamble, Toyota, Verizon, Kellogg’s, Pepsi, ING, Group 1 Automotive, ABC Radio en Espanol, ESPN Deportes Radio, King World Productions and US Century Bank.
In 1979, Cancela began his career as a sales trainee at the Univision station in Miami, WLTV/Channel 23. He went on to run a TV station in Phoenix at the age of 27 and later managed station groups for the Univision and Telemundo television networks. Subsequently he launched a start up, National Hispanic Radio Network, and ran for mayor of Miami-Dade County.
Click here to purchase The Power of Business en Espanol
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
-
Why it’s important to reach your clients in language
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Ins and outs of translations issues
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How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Click here to purchase “Hispanic Market Translation Issues”
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Filed Under: Books
Posted by Elena del Valle on June 28, 2007
Raul Lopez, president, Phoenix Multicultural
Photo: Phoenix Multicultural
In an effort to help its clients develop complete insights about the unique characteristics of the burgeoning Hispanic community in the U.S., the Nielsen Company and Phoenix Multicultural will launch a national Homescan Hispanic Consumer Panel with a research sample of 11,000 households. Phoenix Multicultural will field and maintain the panel households.
According to promotional materials, Nielsen will expand its existing Homescan Hispanic Panel in Los Angeles from 1,500 to 2,500 households to provide Fast-Moving Consumer Goods (FMCG) manufacturers and retailers detailed views of the needs, preferences and shopping habits of Hispanic consumers.
“We have worked with Nielsen since the original Los Angeles panel was established and we are very proud and honored to be Nielsen’s partner for this national expansion as well,” said Raul Lopez, president of Phoenix Multicultural.
The Hispanic population is expected to reach 50 million by 2010 and to continue growing in influence and purchasing power. Important to the FMCG market space, the Hispanic population should yield 18 percent of all U.S. households with children by 2010. Consumers who elect to join a Homescan Consumer Panel scan their purchases across all shopping outlets on a continuous basis. Panel expansion activity is underway and due to be completed by December 31, 2007. The first client deliverables are expected to be available May 2008.
Tim Kregor, president, Nielsen Homescan & Spectra, North America
“With this expansion, the Homescan Hispanic Panel becomes the only available national Hispanic scanner-collected longitudinal purchase panel,” said Tim Kregor, president, Nielsen Homescan & Spectra, North America. “Now marketers will be able to measure detailed purchase patterns within the Hispanic population, and translate those insights into brand specific plans. This $1 trillion market is an undeniable opportunity that demands unique strategies for all leading brands.”
The Nielsen Company is a global information and media company with brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company, with headquarters in Haarlem, the Netherlands, and New York in the United States, has more than 41,000 employees and is active in more than 100 countries.
Founded in 1999, Phoenix Marketing International is a United States marketing services firm and partner to many large companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries.
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
- The 16 million Latino online users
- Types of online access among Hispanics
- Latino online user language preferences
- What they do online
- Usage by age
- Income levels among Hispanics who visit the Internet
- Internet use by Hispanics
Click here to purchase Search Engine Marketing to Hispanics”
Posted by Elena del Valle on June 27, 2007
L’Bel Paris Libertage
Photo: L’Bel Paris
L’Bel Paris, a French cosmetics company which relies on home sales techniques, first approached United States consumers in late 2006 on the West Coast. This month, the company launched a South Florida and national bilingual campaign. With operations in 14 countries in Central, South, and North America, Belcorp launched L’Bel Paris U.S.A. Hoping to build on the brand’s reputation as a skin care line in Latin America under the name of Ebel; L’Bel Paris is making South Florida a priority market in the U.S.
Initial efforts will focus on Libertâge, one of the company’s top wrinkle creams, with an April to June 2007 television and print campaign. A second campaign for Resurgie, a mild exfoliator, will run on television, print and online from July to November 2007. The company will run a recruitment radio campaign concurrent with the product campaigns. Ads will appear in the following media outlets Latina Magazine, Vanidades, Cosmopolitan, Enlace, Selecta, People En Español, El Sentinel, El Nuevo Herald, Kena Magazine, Telemundo 51.com, Radio Mambi, Radio Recuerdo, and Radio Amor.
“In addition to a Hispanic and general market advertising campaign, L’Bel Paris is hosting several small scale events, July through September to build awareness of the brand,” said Claudia Gavidia, South Florida divisional sales manager, L’Bel. “These bilingual Espace Beaute gatherings, will pamper up to 15 attendees at a time with facials and make-up applications while they learn about the L’Bel Paris luxury line. Both Latina and general market consumers will be invited to participate in these events.”
The 35 year old L’Bel Paris manufactures skin care, cosmetic and fragrance products for women and men around the world. Products are developed at the Centre Biodermatologie des Laboratoires Sérbiologiques in France. A subsidiary of Belcorp, a private, multi-brand, international corporation, L’Bel Paris U.S.A. is headquartered in San Francisco with offices and consultants across the country. L’Bel Paris relies on 500,000 independent beauty consultants worldwide. In the United States, L’Bel products are available through independent beauty consultants and online.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here to purchase “Marketing to Hispanics Online”
Posted by Elena del Valle on June 26, 2007
Marisa Rivera-Albert, president, NHLI
Photos: National Hispana Leadership Institute
The National Hispana Leadership Institute (NHLI) will offer a morning leadership seminar, “Latina Empowerment Conference,” for Hispanic women in Orlando June 27, 2007. Admission to the half day event costs $30.
NHLI President Marisa Rivera-Albert will open the program with “Preparing Latinas for Leadership Positions,” a discussion about the National Hispana Leadership Institute. Zulma X. Barrios, L.H.D., a presenter from The Gallup Organization, will dedicate two hours to “The Seven Demands of Leadership.” She will discuss leadership demands she believes are essential for Latinas to master: Visioning, Maximizing Values, Challenging Experience, Mentoring, Building a Constituency, Making Sense of Experience and Knowing Self.
Lizette Valarino, assistant, Orange County mayor
Following her presentation there will be a panel discussion, “Latinas Sharing Their Secrets of Success.” Panel members are: Betty Lowery, manager, Minority Business Development, Walt Disney World; Mercedes McCall, Florida Region executive, Banco Popular; Milce Snyder, agent, State Farm Insurance Companies; and Lizette Valarino, assistant to the Orange County mayor. The conference is sponsored by State Farm, Wal-Mart, and Walt Disney World.
Founded in 1987, the National Hispana Leadership Institute promotes leadership for Hispanic women. Its mission is “to develop Hispanas as ethical world leaders through training, professional development, relationship building, community and world activism.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here for details on “Hispanic Projections”
Posted by Elena del Valle on June 25, 2007
Ernesto Caravantes, author, Clipping Their Own Wings
Photos: Ernesto Caravantes
A podcast interview with Ernesto Caravantes, author, Clipping Their Own Wings is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Ernesto discusses his book with Elena del Valle, host of the HispanicMPR.com podcast.
Ernesto Caravantes is a native Angeleno who grew up in Lakewood, California. He was the only son of Mexican immigrant parents who instilled a deep sense of wonder and pride in his Mexican roots and had a profound impact on the choices and accomplishments in his life. They emphasized the value of education in the United States for those who want the best life possible, even the American Dream.
As a boy he visited the meat markets of Los Angeles and saw firsthand how beleaguered and unassimilated the Hispanic population had become in California. Latino immigrants were living in Los Angeles as if they had never left their native country. They remained poor, uneducated, and laboring at menial low-wage jobs with a stubborn resistance to learn English.
Ernesto’s parents were bilingual and spoke Spanish at home until he reached the second grade. His teacher told his parents, “Teach this boy English or go back to Mexico.” As a result his parents began a long crusade of English immersion. Although his early struggles to learn English as a first-grader along with subsequent remedial English classes, challenged his confidence they fueled a determination to succeed. As an adult, he expanded his skills, completing a Masters’ Degree in Counseling from the University of La Verne, hosting an educational cable television show, and becoming committed to lifelong learning.
Buy your copy of Ernesto Caravante’s Clipping Their Own Wings
Click here to purchase Clipping Their Own Wings
In Clipping Their Own Wings The Incompatibility between Latino Culture and American Education, Caravantes describes how the Latino culture itself is the culprit for Hispanic underachievement in the United States. He explains how Hispanics can advance themselves in society, without necessarily having to give up the beauty, spirit and lyricism that have given so much richness to Latin American culture.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Ernesto Caravantes,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the June 2007 section of the podcast archive.
Click the button to hear the podcast:
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here for details on “Hispanic Projections”
Posted by Elena del Valle on June 22, 2007
A scene from “Ladron Que Roba A Ladron“
Photos: Dan Austin, Richard Azurdia
Los Angeles, California – “Ladron Que Roba A Ladron,” a heist caper movie in the tradition of “Ocean’s Eleven” pulled off by a group of immigrant workers who team up to rob an evil, wealthy entrepreneur, is scheduled for release in 300 theaters nationwide August 31, 2007. Named for a Latin American proverb that means a thief who steals from a thief will receive 100 years of forgiveness, the Lionsgate movie features a motley crew of underdogs, undertaking an impossible task, with improbable odds.
The 98-minute Spanish language comedy follows two crack thieves, Emilio and Alejandro, who get together to rob the biggest thief they know, Moctesuma Valdez. Valdez, a TV infomercial kingpin, made his fortune selling worthless health products to poor Latino immigrants. Although the millionaire’s empire is next to impossible to infiltrate, Emilio and Alejandro decide that getting hired as day laborers they can rob Valdez.
Actor Richard Azurdia
To overcome their fear they decide on a practical solution: use real day laborers. They form a team of criminal amateurs including Julio, a TV repair shop employee and electronics expert; Rafa and Rafaela, a valet and his mechanic daughter in charge of transportation; Miguelito, a Cuban refugee actor and master of disguises; and Anival, a metro-sexual ditch digger who plays the token heavy.
Cast members include Fernando Colunga, Miguel Varoni, Julie Gonzalo, Gabriel Soto, Ivonne Montero, Saul Lizaso, Richard Azurdia and Sonya Smith. The Jim McNamara Ben O’Dell project was written by Jojo Henrickson and directed by Joe Menendez.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
-
Why it’s important to reach your clients in language
-
Ins and outs of translations issues
-
How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Click here to purchase Hispanic Market Translation Issues
Posted by Elena del Valle on June 21, 2007
Danny Crowe, president and founder, LATV
Photos: LATV Networks
Los Angeles, California – LATV Networks, a national bilingual music and entertainment network distributed via digital multicast, expanded its coverage. Six new affiliates will reach 14 additional markets. The affiliates are: WSJP (CW) Puerto Rico; KVIA (ABC) El Paso; KRNV (NBC) Reno; KYMA (NBC) Yuma/El Centro; KFDA (CBS) Amarillo; and KWES (NBC) Midland/Odessa. In addition to LATV’s new affiliates, Post-Newsweek stations in Houston, KPRC (NBC); Miami, WPLG (ABC); Orlando, WKMG (CBS); and San Antonio, KSAT (ABC) are also multicasting the network.
“All of us at LATV are very excited about extending our brand to the national audience. We look forward to creating a new community of viewers, advertisers and affiliates. LATV has always been forward-thinking, creating content for the young U.S. Latino audience,” said Danny Crowe, president and founder, LATV. “Our bilingual fare isn’t a response to focus groups or the latest trends. It’s what we have been about since our inception in 2001.”
LATV’s programming lineup will include audience favorites such as “Rokamole,” “LATV en Concierto” and “Mex 2 the Max” as well as “LATV Does Hollywood” and “Jukebox Requests.” The centerpiece of the new lineup is “LATV Live.” Running daily from 7 p.m. ET and 4 p.m. PT, it is described as “an interactive, edgy town hall-type” show. The audience is able to send text messages and call the program’s three hosts in real time. The live program features English and Spanish music videos, comedy, politics, pop culture and new artists.
Howard Bolter, president and COO, LATV
“LATV is here for the long haul, forging partnerships with such blue-chip companies as Post-Newsweek and affiliates nationwide. By utilizing ground-breaking technology, we are leap-frogging the traditional methods of program distribution to reach today’s bilingual youth market,” said Howard Bolter, president and chief operating officer, LATV. “LATV is about the hip Latino identity which is an integral part of today’s mainstream. Whether it’s through music, comedy or politics, LATV is a thoroughly new type of creative, right-on-the-mark outlet for young Hispanics’ ideas, aspirations and culture.”
An extensive search and 200 auditions, led to the selection of three Latino newcomers to anchor the three-hour “LATV Live.” They are Alexis de la Rocha, Christiann Castellanos and Guad Venegas.
“WSJP was planning on launching LATV later in May, but once we saw the network on the air, we wanted to be up immediately,” said Liliana Savulescu, general manager, WSJP, Puerto Rico. “Seven hundred thousand homes in Puerto Rico will get to see this very different, energized bilingual network that has created an incredible excitement at our station.”
Headquartered in Los Angeles, LATV has been on the air in the Los Angeles market since 2001. The network targets 12 to 34 year-old Latinos. LATV Networks, LLC is owned by Costa del Oro Media.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Find out about
Find out
• About the hundreds of Latino media
• Who are the major Hispanic media
• Type of media outlets they represent
• Languages in which they are produced
• Programming and content they offer
• Hispanic media geographic reach
• Hispanic media challenges
Click here to purchase “Latino Media and Hispanic Media Training”
Comments:
Filed Under: Media
Posted by Elena del Valle on June 20, 2007
By Miguel Gomez Winebrenner, senior consultant, Cheskin
Miguel Gomez Winebrenner, senior consultant, Cheskin
Photo: Miguel Gomez Winebrenner
I decided to write this as a result of a conversation I had with a client of mine who, like many others I’ve talked to, was growing desperate and impatient with a colleague of hers in Latin America. As most multinational corporations do, her company has offices in just about every Latin American country and dealings between U.S. workers and local, in-country workers is something that happens frequently. These dealings are usually far from smooth. Americans complain that Latin Americans just go around in circles when asked a direct question- “I just get spin from them, no answers” my client said. Conversely, Latin Americans complain that Americans are too succinct, too impersonal, and too impatient.
My wife, who is a licensed attorney in both the U.S. and Latin America, told me something when she was studying at Northwestern Law School which I believe helps to understand the root of this stress and thus alleviate it, but can also help marketers in the U.S. to build more compelling communications aimed at U.S. Hispanics, particularly those less acculturated.
Click here to read the complete article
Read Miguel’s chapters on “Qualitative and Quantitative Research Strategies” and “Segmentation by Level of Acculturation,” in
Hispanic Marketing and Public Relations book
Click here to purchase Hispanic Marketing & Public Relations
Posted by Elena del Valle on June 19, 2007
Magazine Publishers of America
Photo: Magazine Publishers of America
New York, New York – Magazine Publishers of America (MPA) issued a new edition of the Hispanic/Latino Market Profile, a 20-page document designed to help publishers, advertisers, and retailers better target Latinos in the United States. The report is part of a series of profiles of demographic segments in America. The sources for the Profile were the U.S. Census Bureau, Synovate U.S. Diversity Markets Report 2006 and Selig Center’s Multicultural Economy Report 2006.
First published in print and posted online in 2003, the 2007 edition of the Hispanic/Latino Market Profile focuses on market updates and highlights population growth, sending power, and media habits.
According to the profile, by 2010 there will be 50 million Hispanics, accounting for 16 percent of the total U.S. population. By 2050, 28 percent of the U.S. population (122 million) is projected to be Hispanic. From 2000 to 2006 the purchasing power of Hispanics climbed more than 63 percent to $798 billion and by 2011 it’s expected to top $1.2 trillion.
The Market Profile indicates that 75 percent of Hispanic adults read over 11 magazine issues a month. It relies on data from a 2006 study by Synovate Research that indicates Hispanics engage more with magazines than with other major media.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Find out
• About the hundreds of Latino media
• Who are the major Hispanic media
• Type of media outlets they represent
• Languages in which they are produced
• Programming and content they offer
• Hispanic media geographic reach
• Hispanic media challenges
Click here to purchase Latino media and Hispanic media training
Synovate researchers conducted 901 telephone interviews with magazine and non-magazine readers, and 250 non Hispanic respondents. The focus of the interviews was to determine attitudes toward magazines, Hispanic magazines in particular. Hispanic magazines were defined as magazines in English or Spanish targeting Hispanics.
According to the report, magazines are the medium that most provide practical advice to Hispanics. Three quarters of Hispanics respondents of the Synovate research agreed TV is more for “zoning or vegging out” than magazines. At the same time, experiences of community and emotional connection ranked higher in driving magazine engagement for Latinos than the general market.
The affinity Hispanics feel about magazines overall extends to magazine advertising. About 63 percent of Hispanic readers agreed “I like magazine advertising,” and half said “I trust magazine advertising.”
The Market Profiles were developed by MPA “to help marketers understand the evolution of their customers and how they buy products and services.” The Market Profiles address the impact of rapidly growing segments of the U.S. population, offering research on market segmentation, population growth and trends, areas of geographic concentration, language preference, teen and youth markets, magazine readers and reading preferences, as well as top advertising categories, advertisers and agencies.
Sponsors for the Hispanic/Latino Market Profile include Mediamark Research Inc. and Quebecor World. Magazine Publishers of America is an industry association for consumer magazines. Established in 1919 and headquartered in New York City, MPA represents more than 240 domestic publishing companies with 1,400 titles, more than 80 international companies and more than 100 associate members. Ten percent of MPA members target Latinos.
Posted by Elena del Valle on June 18, 2007
Search Engine Strategies Latino
June 18-19 | Intercontinental Hotel, Miami, Florida
Register by Friday, June 1 and save $100.
Exclusive Hispanic MPR subscriber offer: Save an additional 10% off when you use priority code 10HMPR.
Search Engine Strategies Latino is a 2 day, multi-track conference that specifically addresses search engine advertising (SEM/SEO). This event features presentations and panel discussions from industry experts including representatives from the search engines themselves; interactive and in-depth sessions & workshops; and an exclusive look at the latest search trends & developments. This is our 2nd annual conference and remains the only event dedicated to search and its place within the corporate marketing mix. En Español | Em Português
For more information visit us at http://www.seslatino.com/.
