Posted by Elena del Valle on February 6, 2008
Click on image to enlarge
Arizona is in the immigration legislation limelight. Beginning last month, it was the first state in the country to pass legislation, the Legal Arizona Workers Act, to punish businesses who knowingly hire illegal immigrants. Although the Act only applies to new hires, some consider the new law aggressive, especially in light of the state’s high percentage of Latinos of Mexican origin, 89 percent. Others worry the new law will result in ethnic and racial discrimination and be difficult to enforce fairly.
“For me it’s very difficult. I feel as if these types of laws encourage racial profiling,” said Regina Romero, City Councilor of Tucson. “I don’t feel comfortable with these types of laws. Are we going to be targeted different? It’s very sad to hear what’s happening in our country. It’s very divisive. We will see after effects of this law.”
Under the new law, which threatens to punish employers who hire undocumented workers by pulling their business license; employers refer to a website to check a worker’s immigration status. Employers who violate the law will receive warnings before any action is taken. To date no companies have been fined.
Some Arizona residents, including elected officials and business sector representatives, say they will enforce the law because it is law although they disagree with it in principal. Critics are upset with the new system including the appeal procedures for workers who fail the verify process. Others plan to challenge the legislation in court.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” 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
Stay ahead of your competion with “Hispanic Projections”
According to the Pew Hispanic Center, in 2005, 65 percent of the illegal immigrant population of the state, almost half a million people, was part of the labor force. In 2005, undocumented foreign workers represented 7 percent of the state’s population and 10 percent of its labor force or double the national average. At the national level undocumented workers account for about 5 percent of the labor force.
In 2006, at the national level, 14.8 percent of the population was Hispanic and in Arizona 29 percent of the population was Hispanic. At the same time, 92 percent of foreign born Hispanics in Arizona were from Mexico compared with only 64.7 percent for the nation as a whole. Taking into account that nearly one third of the state population is Hispanic; and with so many of the state’s Hispanics forming part of the labor force, it’s easy to see how there could be a chilling effect for undocumented immigrants and the employers tempted to hire them.
No one knows how many laborers have lost work as a result of the law or what, if any impact, the legislation will have on the state’s economy. There are rumors that Arizona is loosing some of its residents but no one seems to know for sure. There are concerns that E-Verify, the federal database employers are supposed to refer to when verifying the status of a prospective worker, is inaccurate. Only a fraction of the state’s 150,000 businesses have signed up on the system.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on February 5, 2008
Jerry and Victor Gonzalez, owners of Maria Elena’s Authentic Latino Inc.
Photos: Maria Elena’s Authentic Latino Inc.
In April 2005, California brothers Jerry and Victor Gonzalez established Maria Elena’s Authentic Latino Inc. to offer fruit beverages made from concentrate to Latino consumers in their area. They named the company in honor of their mother, Maria Elena de Gonzalez.
In January of this year, Maria Elena’s Authentic Latino Inc. introduced an organic horchata water soluble drink mix made with rice and cinnamon. The mix is rich in calcium without gluten or Trans fats. With a slightly thicker consistency than water based drinks, it is described by some as tasting “like cinnamon crunch cereal” without the crunch.
Manufactured domestically, the new drink mix will be available at natural food retailers in Southern California in 10-ounce packs for home use for $3.89. It will also be available nationwide in a 1.5 Pound institutional pack for restaurants and coffee houses.
“We consider ourselves Latino Food Artisans,” said Jerry Gonzalez, who worked with Whole Foods Markets for nearly 15 years. “Our mission is to use our deep understanding of natural and organic foods to offer consumers fresh new tastes that put both a nutritious and a delicious twist on traditional Hispanic foods.”
New Horchata mix
Initial efforts will focus on distribution and eventually lead to a promotional program. The new horchata mix may be available in Southern California, Arizona and Nevada as well as online within the near future.
“Our initial efforts with Maria Elena’s Organic Horchata will be a strong push for increased distribution at retail, supported by Account Specific Marketing with key customers. POS, sampling, and cross-promotions with other health-related natural products are all being explored. We are also looking at targeted trade efforts, event marketing and interactive. As wider distribution is achieved we will follow with increased consumer trial-building programs and advertising. Budget is undisclosed,” said Joseph G. Albonetti, president of Latinolandia USA, Maria Elena’s Authentic Latino’s agency of record.
Maria Elena’s Authentic Latino’s primary target audience is second generation acculturated Latinos and customers who like Latino foods. The Hispanic owned and minority certified company is based in Valencia, California where it recently opened a food manufacturing facility. Maria Elena’s Authentic Latino donates a portion of its profits to La Fundacion Juventud Maria Elena’s, its foundation for Hispanic youth.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on February 4, 2008
Sergio “El Sensei” Barrientos, co-founder and chief creative officer, Latin3
Photo: Latin3
A podcast interview with Sergio “El Sensei” Barrientos, chief creative officer, Latin3, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses games as a media vehicle with Elena del Valle, host of the HispanicMPR.com podcast.
Sergio, known by many colleagues as “El Sensei,” has leveraged his target market strategies for Cingular, Dell, Google, Microsoft, Nextel, Pepsi, Reebok, Sony, TACA, Visa and Xerox by creating shopping environments for online stores. “El Sensei” is the recipient of Latino Marketing Awards, Web Awards, iNovas, PMA’s, and Reggies. Sergio and his team have also made the finals at Cannes Cyberlions.
Before working with Latin3, Sergio was creative director for other companies in Latin America, Spain and the United States for more than 14 years. Prior to joining Latin3, he managed corporate services for a Latin American communications and interactive group.
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 for information about “Marketing to Hispanics Online”
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Sergio Barrientos,” 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 February 2008 section of the podcast archive.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
A video message in Spanish from one of our sponsors
Posted by Elena del Valle on February 1, 2008
Click on image to enlarge
Women That Win selected Hispanic Marketing & Public Relations (HispanicMPR.com), Business of the Month for February 2008. As part of the recognition, HispanicMPR is featured on the Women That Win homepage and in the Business of the Month page.
Business of the Month features include a company overview, information about the business’ community involvement and recognitions, when and why the business owner established the business, accomplishments she is most proud of, and advice for women thinking of starting a new business.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
“I am the founder of this wonderful organization that is helping women, including the many Hispanic women in the U.S., take their careers and lives to the next level. As a woman who began working at the ripe age of 12, I understood very young the power behind a good work ethic,” said Kellie Kuecha, president of Women that Win
Previous Business of the Month companies include The Healing Center, LLC, The Fae Group Graphic Design Company, NuBarter, Judy Martin Speaks.com, Women with Dreams and Zable Fisher Public Relations.
Boca Raton, Florida based Women that Win is dedicated to women’s empowerment. The company offers educational seminars and networking forums to help entrepreneurial women define, develop and achieve their personal and professional goals.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” 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
Stay ahead of your competion with “Hispanic Projections”
Posted by Elena del Valle on February 1, 2008
Event Partner
Measuring the effectiveness of your Digital Signage deployment
March 31 – April 3, 2008 • San Francisco, CA
Discover how Winning Organizations:
• Increase Brand Awareness and improve the customer experience through Digital Signage
• Manage Digital Signage Content and business results on a global basis
• Combine Digital Signage with Mobility to create a powerful tool for Lead Generation
• Measure the success of Digital Signage usage within the Internal Communications strategy
• Manage Digital Signage Content Approval Processes to ensure quality results
• Use Web-based Content Management to increase effectiveness and create User-Generated content
• Measure the ROI of the Digital Signage strategy
• Measure and define Pricing Models to demonstrate the benefits of Digital Signage
To receive your 20% discount, please mention code DS-HMPR when registering. To register call 1-800-882-8684 or visit us online at IQPC
