Branding expert shares international buying behavior study findings in new book

Posted by Elena del Valle on December 5, 2008

Buyology Truth and Lies About Why We Buy book cover

Photo of Lindstrom: MartinLindstrom.com

Martin Lindstrom, a branding specialist, spent three years and $7 million dollars researching people’s buying behavior. As part of his study, 2,000 volunteers in the United States and internationally discussed their reactions to ads, products, logos, and commercials. He shares his findings and addresses some commonly held beliefs in his new book, Buyology Truth and Lies About Why We Buy (Doubleday, $24.95).

The 240-page hardcover edition is divided into 11 chapters. Lindstrom believes that the better consumers understand their own buying behavior the more control they gain; and that this information is also helpful for vendors and manufacturers, allowing them to make products that truly appeal to buyers.

His study revealed that the health warnings on cigarette packages don’t discourage smoking; instead they cause some people to desire a smoke; some brands considered desirable, like iPods, increased mating instincts; people’s sense of touch, smell and sound can cause physical arousal when a shopper sees a product.

He and his team also believe that although subliminal advertising is banned it’s still prevalent. And, his findings indicate that some companies develop a ritual to boost interest in their product. At the same time, the adage that “sex sells” doesn’t seem to be true. For some shoppers ads with scantily dressed models and sexy body language can turn shoppers off.

Martin Lindstrom, author, Buyology 

According to his website, Lindstrom is chief executive officer and chairman of the Linstrom company as well as chairman of Buyology Inc New York and Brand sense Agency London. He provides consulting services to executives at companies such as McDonald’s Corporation, Nestlé, Procter & Gamble, Microsoft, The Walt Disney Company, Unilever and GlaxoSmithKline. Every year, Lindstrom speaks to an audience of close to a million people.

Click here to buy Buyology: Truth and Lies About Why We Buy

Changing Perceptions

Posted by Elena del Valle on December 3, 2008

By Luis Caballero
President, Matador Marketing Group

Luis Caballero, president, Matador Marketing Group

Photo: Matador Marketing Group

There once was a time, way back in the 80’s and early 90’s when a major national brand could just plant their flag in the middle of the Hispanic community in any form, TV, radio, whatever, the Latino Consumer Market would flock…in droves!

Not any more mi amigos!

Click here to read the complete article

Target Latinos effectively by understanding how they shop 

“Hispanic Holiday Shopping Patterns” audio recording

Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about

• Hispanic shopping patterns national survey
• Why Latino consumers may be more desirable than general market shoppers
• Hispanics holiday shopping patterns and behaviors

Click here for information on “Hispanic Holiday Shopping Patterns” audio recording

New Jersey cartoon company opens its first toy store

Posted by Elena del Valle on December 2, 2008

Cutting the ribbon is Keith Killion, deputy mayor, Ridgewood, New Jersey, Laura Wellington, creator, The Wumblers and Doug Seiferling, president, Ridgewood Chamber of Commerce

Photos: Giddy Gander Company

On November 14, The Wumbler Patch, the first Wumblers retail store, opened its doors to the public in Ridgewood, New Jersey. Now fans of the  cartoon program for children will be able to shop for the complete line of Wumbler product including plush, games, puzzles, DVDs, CDs, and apparel at the store. The new shop carries merchandise, made in China and the United States, for children three and older priced between $3 and $9.

The new store, designed to resemble a watermelon patch (in the cartoon program baby Wumblers are born from watermelon), marks the beginning of the roll out of Wumbler merchandise within larger retail stores across the country.

“Nothing like this has ever been done before,” said Laura J. Wellington, creator and chief executive officer, The Wumblers children’s brand. “But, now more than ever, we need to teach our children a better way. The Wumbler Patch is a means of doing so. It provides a fun place for children (and parents) to go in which to share an experience that positively impacts their community. This store goes beyond just selling merchandise. The store concept is very innovative and remains consistent with the grassroots emergence and initiative that founded the entire Wumbler brand. Positive change means getting at ‘the roots.’ Those ‘roots’ are our children!”

The Wumbler Patch, a television cartoon series, was developed to help teach children how to make the world a better place to live and grow. The Wumbler Patch store was designed to reinforce this original goal while offering a fun and engaging environment for children and their parents to shop.

The Wumblers is a television cartoon series.The Wumblers, multi-colored, bulbous-shaped characters, are the creation of Wellington, a preschool teacher, who also co-founded the Giddy Gander Company LLC.

Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in

“Marketing to Multicultural Kids” audio recording

Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.

Find out about

• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy

Click here for information on “Marketing to Multicultural Kids” audio recording

Listen to podcast interview with Aldo Quevedo, president, Dieste Dallas about reinventing the Hispanic agency

Posted by Elena del Valle on December 1, 2008

Aldo Quevedo, president, Dieste Dallas

Photo: Dieste

A podcast interview with Aldo Quevedo, president, Dieste Dallas is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Aldo discusses reinventing the Hispanic agency with Elena del Valle, host of the HispanicMPR.com podcast.

Aldo began his creative career in advertising in 1990 as a copywriter with Ogilvy & Mather Mexico. Starting in 1996, Aldo has helped establish Dieste as one of the leading agencies in the Hispanic market.

Several national and international award committees have recognized his work. He was the first Mexican to win a Cannes Lion and the Grand Award at the New York Festivals.

His work has received several Best of Show at the ADDY Awards, two Best of Show Awards at the Advertising Age Hispanic Awards, and several SOLES at the Festival Iberoamericano de Agencias de Publicidad in Buenos Aires, Argentina.

In 1999, 2000 and again in 2002, LatinSpots, an advertising industry magazine in Latin America, chose him as the top Hispanic Creative Director in the USA. In 2004, Aldo was inducted into the Hall of Achievement of the American Advertising Federation (AAF).

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Aldo Quevedo,” 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 December 2008 section of the podcast archive.