Posted by Elena del Valle on July 18, 2008
Building the Latino Future book cover
Photo: John Wiley & Sons, Inc.
Santa Clara resident Frank Carbajal, a life and business coach, and Humberto Medina, a speaker and consultant, teamed up to showcase the success stories of 49 Latinos in various professions and walks of life in the newly published book Building the Latino Future Success Stories for the Next Generation (Wiley, $24.95). The book is made up of brief summary biographies and a word of advice from each of the 49 individuals.
In addition to descriptions of the Latinos they chose to profile, the authors set out to provide readers with a framework they might rely on for their own future. The stories of the individuals they chose are designed to highlight their humble beginnings and rise to prominence in their field.
How to Use Your Energy to Attract Clients and Customers” audio recording
Presenter Heather Dominick, owner, EnergyRich Coaching, Inc.
A 106-minute audio recording including a presentation by Heather and the complete interview with Heather where she discusses:
- Heather’s step by step system for women entrepreneurs
- Her coaching philosophy that an individual needs to be business at a holistic level
- Core beliefs about creating magnificent marketing for your business
- How Heather transitioned from a high school drama teacher to a coach
- The three Os that characterized her life at the time
- Heather’s first steps to changing her life
Click here for information on How to Use Your Energy to Attract Clients and Customers
Not sure? Click here to listen to a short interview with Heather
Ready to buy? Select a format to add to your shopping cart:
Downloadable “ How to Use Your Energy to Attract Clients and Customers ” MP3 $119.95
Audio CD’s “How to Use Your Energy to Attract Clients and Customers ” $139.95
The 159-page hardcover book is divided into 49 chapters, one for each person profiled. The chapters are grouped in six sections: Focus, Unity, Tenacity, Unique Ability, Resiliency, and Education and a two-page Conclusion.
Included are 34 men and 15 women in academia, sports, business, entertainment, and politics from government as well as the private and private sectors such as: Aida Alvarez, former administrator, U.S. Small Business Administration; Raul Yzaguirre, former president, National Council of La Raza; Jeff Garcia, quarterback, National Football League; Elva Diaz, assistant professor, University of California at Davis; Douglas Patino, philanthropist; and Dick Gonzalez, former senior vice president, Human Resources, Safeway, Inc.
Carbajal is president of Es Tiempo, a coaching firm for small business owners and entrepreneurs. Medina is a speaker, director and consultant for The Ken Blanchard Companies.
Click here to buy Building the Latino Future
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Filed Under: Books
Posted by Elena del Valle on July 17, 2008
Information provided by our Event Partner
September 14-16, 2008
New York Marriott Marquis
The National Association for Multi-ethnicity in Communications (NAMIC)
will hold its 22nd Annual Conference, Diversity: Pipeline to Innovation,
September 14-16, 2008, at the New York Marriott Marquis.
The Annual NAMIC Conference is the communications industry’s premier
forum focused on diversity as a business imperative. The best and
brightest leaders will address emerging trends in ad sales, corporate
diversity & inclusion, digital media and leadership development.
Neil Smit, president and CEO, Charter Communications and David Zaslav,
president and CEO, Discovery Communications are Honorary Co-Chairs.
Conference highlights include the unveiling of NAMIC’s 2008 employment
research findings, 15th Anniversary L. Patrick Mellon Mentorship Program
luncheon, presentation of the Mickey Leland Humanitarian Achievement
Award, Excellence in Multi-cultural Marketing Awards (EMMAs), Diversity
in Communications Career Expo and more.
Register online at www.namic.com. For information, contact Sandra
Girado, Meetings and Events Manager, at 212-594-5985, ext. 23 or
sandra.girado@namic.com.
About NAMIC:
NAMIC (National Association for Multi-ethnicity in Communications) is
the premier organization focusing on multi-ethnic diversity in the
communications industry. Founded in 1980 as a non-profit trade
association, today NAMIC is comprised of 2,000 professionals belonging
to a network of 17 chapters nationwide. Through initiatives that focus
on education, advocacy and empowerment, NAMIC champions equity and
inclusion in the workforce, with special attention given to ensuring
that the leadership cadres of our nation’s communications industry
giants reflect the multi-ethnic richness of the populations they serve.
For more information, please visit namic.com.
Posted by Elena del Valle on July 17, 2008
John Moore, CTO and vice president of development, eTapestry
Photos: eTapestry
In 2006, eTapestry, an Indianapolis-based company, began creating a multilingual version of its on-demand fund raising software at the request of Spanish-speaking clients in San Diego, Miami, and Houston. After receiving positive feedback from early adopters, the developers made changes necessary to expand the eTapestry software into broader domestic and international markets allowing eTapestry to release a Spanish language version of the fund raising software in early July 2008.
“With eTapestry users accessing their data from points all over the globe, it was plain to see that eTapestry’s on demand software was opening up new opportunities for organizations everywhere,” said Jay Love, chief executive officer, eTapestry.
The Spanish language software was initially developed to help organizations who have some users who want to use the database in English, and other users who prefer Spanish. Company representatives believe the new Spanish language version is also ideally suited for organizations in Mexico, Latin America, and other Spanish speaking locales.
The target audience for the software is nonprofit organizations. According to a company representative, customers range from very small organizations with just a few hundred records to large organizations with hundred of thousands of records.
This is the first time company representatives have targeted the United States Latino market. The company promoted the new software by distributing a press release recently; and showcasing it during seminars, shows, and presentations.
“The need for automation and data segmentation is universal, but from the very beginning, eTapestry was architected with an eye toward offering the product on an international scale,” said John Moore, chief technology officer and vice president of development, eTapestry.
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 competition with “Hispanic Projections”
“This framework allows eTapestry to concentrate on how nonprofit organizations run their business rather than the traditional maintenance overhead of maintaining multiple versions of the software. Being a Software as a Service (SaaS) offering, we are positioned to rapidly evolve the product in a new market. We don’t have the limitation of client-installed software so our release cycle can be very aggressive. The customers will realize the benefits much quicker because their suggestions are incorporated into the product within a few weeks rather than months.”
ETapestry users pay a monthly rate based on the size of the database and number of concurrent users. It starts at $36 per month for one user and up to 1,000 records. The cost for 1,000 to 5,000 records is $112 per month and the pricing increases accordingly depending on the number of records. Additional services are offered a la carte, allowing each organization to add extra services at their discretion.
The Spanish language software launch complimented the international development plans of Blackbaud, eTapestry’s parent company. Now the two companies are working together to introduce eTapestry Espanol to Latin America.
Andrew Mosawi, vice president, Blackbaud
“The nonprofit community in Latin America is rapidly growing and needs software to better manage donor relations and overall accountability,” said Andrew Mosawi, vice president of international business development, Blackbaud. “It is a market that has been under served by the nonprofit software industry thus far, and we are pleased to provide an on-demand solution that is tailored to the unique needs of these growing organizations.”
Founded in 1999, eTapestry is a web-based donor database and communications management system that delivers software over the Internet, allowing access from desktops, laptops and mobile devices. The company offers its 3,000 customers website development, e-commerce and advanced email tools.
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
Posted by Elena del Valle on July 16, 2008
Carlos Calero, host, “Como en Casa“
Photos: LAETV
Latinamerican Ethnic TV (LAETV) recently launched a new a live televised magazine show, “Como en Casa” hosted by Carlos Calero, a Colombian journalist. The Spanish language program began broadcasting in April 2008 on Saturdays and Sundays on TV Colombia, RCN Nuestra Tele’s international signal distributed via satellite through DishLATINO and several cable operators.
The program will air from 8 pm to 12:30 am (Colombian time) on the weekends and be available in the United States, Mexico, El Salvador, Costa Rica, Panama, Honduras, Guatemala, Curaçao, Ecuador, Venezuela, the Dominican Republic, Aruba, Puerto Rico, Spain, New Zealand and Australia.
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
Kurt Pflucker, president, LAETV
“We’re proud to be the sole U.S. representative of TV Colombia, RCN Nuestra Tele’s international signal which brings this innovative concept to Hispanics. The program will not only help its viewers remain connected to their roots and culture, but will provide advertisers a different space which will allow them to be more direct in their messaging and to capture the attention and loyalty of its audience,” said Kurt Pflucker, president of LAETV.
“Como en Casa” is divided into three parts. The first part of the program includes live: “The Theme of the Day,” “The Musical Scene,” “Gossip Invited Guests,” “The Cultural Scene,” “Health” and “The Invited Product.” During the last section, broadcast on Sundays only, the host will promote a Latin American product.
“We are pleased with the benefits acquired by the commercial participation on the program ‘Como en Casa,’ achieving an increase in clients at an international level and equally an increase in telephone calls from several countries and states throughout the U.S. Additionally when Carlos Calero used one of our models, the reaction from the public since then has been excellent,” said Carlos Osorio of Cocoa Jeans, an advertiser.
The second part of “Como en Casa” will provide an overview of some Latin American newspapers. During this segment, viewers will be able to virtually chat with the program staff, become a correspondent and share information online. Segment participants will also be offered the opportunity to purchase classified ads, recommend a page on the Internet and participate in a virtual pageant and travel album.
The third part of “Como en Casa” includes prerecorded segments on national and international gossip, legal advice for immigrants, investment projects, cooking, nostalgia, destinations, behind the scenes and Latin American inventions.
Latinamerican Ethnic TV is a United States Hispanic cable and satellite television sales rep firm that has exclusive agreements with 14 Latin-American television networks in the United States market.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on July 15, 2008
Cathy Baron Tamraz, president and CEO, Business Wire
Photos: Business Wire, impreMedia
Last week, Business Wire launched LatinoWire, a multi-channel service targeting United States Latinos in English and Spanish. Business Wire executives hope an exclusive distribution relationship with impreMedia, a major player in the market, announced at the same time will boost the service.
Business Wire representatives estimate tens of thousands of individuals and 1,200 media across the country, including 30 impreMedia online and print outlets, will receive their LatinoWire press release materials.
“LatinoWire is reaching the publications and media that the market relies on,” said Tom Becktold, senior vice president, Marketing at Business Wire. “We know that there is a large amount of interest because of past distribution through third parties. We think this is going to be extremely well received, especially with impreMedia.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Arturo Duran, chief executive officer, impreMedia Digital
“We are extremely pleased to partner with Business Wire and to bring Business Wire’s LatinoWire content to our online readers on an exclusive basis,” said Arturo Duran, chief executive officer of impreMedia Digital. “Through our unique partnership, impre.com users will have the ability to receive news directly from the companies making announcements, all with one convenient click. We believe that this is a significant benefit for those who come to impre.com for the latest in business and financial news affecting the Hispanic community.”
Although Business Wire staff have blanketed as many Spanish language publications as possible, the majority of the reach of the new service will be to English language publications. The idea, said Becktold by phone from California, is to reach consumers of English and Spanish language media. In Los Angeles, for example, LatinoWire reaches the Los Angeles Times in English and La Opinion in Spanish.
Business Wire has received much positive feedback in relation to LatinoWire. From a resources perspective the company’s interest is evidenced by the assignment of a dedicated team to the new service launch. Not all Business Wire services receive that kind of support. Four full-time staff will work on LatinoWire and between eight and ten staff will dedicate part of their time to the new Latino oriented service.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
“ImpreMedia has quickly established itself as the nation’s premier Hispanic multimedia company, providing unparalleled access to a highly desirable demographic audience,” noted Cathy Baron Tamraz, president and chief executive officer, Business Wire. “We are extremely proud to be affiliated with the dominant leader in a market destined to grow in importance.”
LatinoWire news will reach reporters through a direct publication feed via the company’s proprietary annex system. Major wire services like Associated Press and Notimex also will receive the updates. As part of the partnership with impreMedia, LatinoWire news releases will have guaranteed placement on impreMedia websites. This placement will be distinct from the publications’ editorial content.
ImpreMedia is a leading publisher of Spanish language newspapers in the country. The company owns publications in 17 cities and has 26 online and print properties targeting the United States Hispanic population.
Business Wire, a Berkshire Hathaway company, is utilized by member companies and organizations to transmit their news releases, regulatory filings, photos and other multimedia content to journalists, news media, trade publications, institutional and individual investors, financial information services, regulatory authorities, Internet portals, information web sites, business-to-business decision-makers and consumers.
Posted by Elena del Valle on July 14, 2008
Marci Shimoff, author, Happy for No Reason
A podcast interview with Marci Shimoff, author, Happy for No Reason 7 Steps to Being Happy from the Inside Out (Free Press, $24.95), is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Marci discusses her book and how to find happiness for no reason with Elena del Valle, host of the HispanicMPR.com podcast.
Marci is also author of the self-help book Chicken Soup for the Soul. Her six bestselling titles in the series, including Chicken Soup for the Woman’s Soul and Chicken Soup for the Mother’s Soul, have met with stunning success, selling more than 13 million copies worldwide in 33 languages and have been on The New York Times bestseller list for 108 weeks.
Marci is a featured teacher in the international film and book The Secret. Her new book, Happy for No Reason was published January 2008 and offers an approach to experiencing deep and lasting happiness.
Click here to buy Happy for No Reason
Marci has inspired many people around the world, sharing her methods for personal fulfillment and professional success. As president and co-founder of the Esteem Group she delivers keynote addresses and seminars on self-esteem, self-empowerment, and peak performance to corporations, professional and non-profit organizations, and women’s associations. She has been a trainer for Fortune 500 companies, including AT&T, General Motors, Sears, Kaiser Permanente, and Bristol-Myers Squibb.
Marci earned her MBA from University of California, Los Angeles (UCLA) and holds an advanced certificate as a stress management consultant. She is a founding member and on the board of directors of the Transformational Leadership Council, a group of 100 top leaders serving over ten million people in the self-development market.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Marci Shimoff,” 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 July 2008 section of the podcast archive.
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason 7 Steps to Being Happy from the Inside Out (Free Press, $24.95) and president Esteem Group
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
“Happy for No Reason” audio recording consists of 89 minutes of useful insights and information by the internationally famous author and speaker.
Available exclusively on HispanicMPR.com!
What you receive: Downloadable recording of a 39-minute audio presentation “Happy for No Reason” and a bonus 50-minute interview of Marci Shimoff.
Ready to buy? Select a format to add to your shopping cart:
Downloadable MP3 of Happy for No Reason $119.95
Audio CDs of Happy for No Reason $139.95
More information on “Happy for No Reason” audio recording with Marci Shimoff
Posted by Elena del Valle on July 11, 2008
Secretos del Vendedor Más Rico del Mundo book cover
(Successful Secrets From the Wealthiest Salesman in the World)
Photos: Grupo Nelson
Entrepreneur and speaker Camilo Cruz, Ph.D. believes everyone is a salesman and he sets out to explain his secrets of selling in his new Spanish language book Secretos del Vendedor Más Rico del Mundo (Successful Secrets From the Wealthiest Salesman in the World). Although the book was written with salesmen in mind, promotional materials promise it contains universal concepts applicable for achieving success in any area of life.
On the cover of his ambitiously titled soft cover 204-page book, Cruz promises 10 practical tips to sell better, offer better service and create clients for life. Published by Grupo Nelson, a division of Thomas Nelson Publishers, the book sells for $14.99.
“We are all salespeople! Whether we are aware of it or not, we are constantly selling something,” said Cruz who has a Ph.D. in chemistry from Seton Hall University. “Entrepreneurs sharing business opportunities with others, parents persuading their children to adopt the proper values and principles to be successful in life, professionals offering their skills and talents-they are all selling.”
Author Camilo Cruz, Ph.D.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
He relies on the idea that selling is more than a presentation of products; instead he believes it has to do with the way people communicate their ideas, offer their services or introduce their talents and professional skills to prospects.Cruz has had 26 books published with combined sales of more than a million copies. His book, La Vaca (Once Upon a Cow), also written in Spanish, was translated into more than twelve languages.
Cruz has launched three companies. He co-founded Yupi Internet, a Spanish-language portal acquired by Microsoft. He is the founder of Taller del Éxito Group, a training and motivational company based in Latin America, and ElExito.com, a self-improvement portal for Spanish speaking Latinos.
Click here to buy Secretos del vendedor mas rico del mundo
Comments:
Filed Under: Books
Posted by Elena del Valle on July 10, 2008
Photo: Simon & Baker
Latino labor growth has slowed down due to America’s economic woes and the construction industry recession, and working age immigrant Latinos represent a lesser percent of the overall Hispanic labor pool than in the recent past. These are the findings of a recent Pew Hispanic Center report on labor and Latinos trends in the United States.
In spite in the decreasing growth opportunities, there are no indications that immigrant Latino workers are leaving the country, according to Latino Labor Report, 2008 written by Rakesh Kochhar, associate director for Research, Pew Hispanic Center. Latinos represent 14 percent of the United States labor pool and more than half, 52 percent, of working age Latinos are immigrants.
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 competition with “Hispanic Projections”
As a result changes in the Latino working population may have a limited impact on the overall working population. Nonetheless, it is noteworthy that Hispanic unemployment in the first quarter of 2008 was much higher than non Hispanic employment, 6.5 percent versus 4.7 percent. This data is in marked contrast with labor statistics of less than two years ago.
In late 2006 the difference in unemployment between Latinos and the mainstream was only .5 percent, 4.9 percent for Latinos compared to 4.5 percent for non Latinos. Immigrant workers have been affected more than most. For example, for the first time in five years more foreign more born Latinos than native born Latinos were unemployed.
In the last year, changes in the construction industry caused a drop of 250,000 jobs among Latinos and eliminated existing job growth within that working group. This is significant because for years construction represented the largest growth industry for Hispanic workers, especially among immigrants. Of the 221,000 Latino workers who left jobs in construction last year, 152,000 were people who had migrated from Mexico.
In 2007, Latino women suffered in greater numbers than their male counterparts, leaving the labor force in great proportion and showing more unemployment than Latino men. There were 130,000 Latino women who became unemployed last year and unemployment among Latino women increased from 5.6 percent to 7 percent.
The report was based on the Pew Hispanic Center’s analysis of recent Bureau of Labor Statistics and Census Bureau data, mainly the Current Population Survey. The Pew Hispanic Center, an initiative of the Pew Research Center, is a non-partisan, non-advocacy research organization based in Washington, D.C. The Pew Hispanic Center is funded by The Pew Charitable Trusts.
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
Posted by Elena del Valle on July 9, 2008
Information provided by our Event Partner
November 13-14, 2008
Sofitel, Los Angeles, CA
The Hollywood Reporter and Billboard join forces to deliver a cutting-edge, two-day seminar on the role of music in film and television. The 7th annual event provides a dynamic forum for the exchange of ideas among film, TV and music professionals. Also featured will be live artist performances, roundtable discussions, and networking cocktail parties
Program highlights:
• Anatomy of a film – The process of deconstructing a
blockbuster film and the creative process used in uniting
audio with visual.
• Director/Composer Line – A spirited exploration of the
magical synergy between filmmaker and composer.
• Master Class – Hear about selecting the right artists,
negotiating 360 deals, launching labels and publishing
companies, to writing and performing songs.
• The Secrets Behind Video Game Music, Trailer Songs & Underscore, Film Composition and TV Music
• Live song critiques from the experts
• Roundtable workshops on hot industry topics
• Invaluable Networking opportunities with industry influencers
For more information on the event visit: http://www.billboardevents.com/billboardevents/filmtv/index.jsp
HispanicMPR members receive a special rate with promo code
MPR325. Questions? email Brittany.davies@nielsen.com or call 646-654-5883
Posted by Elena del Valle on July 9, 2008
Tecate Light store floor ad
Photo, video: Tecate Light
Mexican beer maker Fomento Economico Mexicano, S.A. de C.V. (FEMSA) and Heineken USA, importers of Tecate Light, hope to attract acculturated Mexicans and Mexican-American adults in the United States with a newly released two-language multimedia ad campaign. The brand’s first dual-language ad campaign was launched June 30, 2008 in general market and Spanish language media outlets and will run through the end of 2008. Scroll down to watch a Tecate Light video ad.
The ad makes up two distinct executions under the same tag line, “Para los que quieren más,” Spanish for “For those who want more.” The English-language ads invite Mexican-American men to “break the habit” of drinking less-flavorful light beers in favor of Tecate Light.
To achieve this, two separate 30-second TV spots present men acting out their favorite guilty pleasures, such as watching telenovelas (Spanish language soap operas) and talking loudly on their cell phone, while drinking a generic light beer. In each spot, Marco Uriel, a Mexican actor chastises men for their bad beer drinking habits and invites them to try Tecate Light beer.
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
The Spanish-language Tecate Light campaign plays off the concept that Mexican men in the United States shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papás” 30 second TV spot features distraught Mexican parents who share a testimonial to their adult son in the United States and their disappointment in his choice of light, flavorless beers.
“As the most popular light cerveza in Mexico, we believe it’s important to converse with our consumers in the language that they feel most comfortable. With the continued growth of the U.S. Hispanic population, and especially the second and third generation Mexican-Americans populations, we wanted to create a campaign that addresses their intrinsic yearning for more flavor in their beer,” said Carlos Boughton, brand director for Tecate and Tecate Light.
Carlos Boughton, brand director, Tecate and Tecate Light
The spots in Spanish will air in Tucson, Albuquerque and San Antonio while the two 30-second TV spots in English will air on ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is available. Print ads will run in the July issue of Maxim en Español. There will also be radio, out-of-home and point of sale components to the campaign.
The campaign work is divided between three agencies: the creative concept was developed by Adrenalina; MediaVest New York will place the ads; and Formula PR will handle public relations efforts to support the campaign.
“According to Census figures, the largest growth segment of the Hispanic population is not immigrants, but the children of immigrants who tend to be different beyond simply the language they speak,” said Manuel Wernicky, founder and principal of Adrenalina. “This is an innovative campaign because we recognized that there are two different types of consumers of Mexican descent, which is why we created two unique campaigns under one brand platform instead of simply translating the same work in English and Spanish. This is not a one-size-fits-all campaign.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Since 2004, as part of an agreement with FEMSA Cerveza, Heineken USA is the exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Heineken USA handles the marketing, sales and distribution of Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light.
Headquartered in White Plains, New York, Heineken USA Inc. is a beer importer and a subsidiary of Heineken International B.V., a Netherlands company. Heineken USA also imports Heineken Lager, Heineken Premium Light, Heineken Dark Lager, Amstel Light, and Buckler non-alcoholic brew.
Founded in 1890, FEMSA is one of the largest integrated beverage companies in Latin America. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol.
