Posted by Elena del Valle on December 18, 2008
Embarazo.com hompage – click on image to enlarge
Parenting publisher Todobebé, Inc recently re-launched embarazo.com, a website dedicated to Spanish dominant pregnant women. Embarazo is Spanish for pregnancy. Although Todobebé first acquired the URL in 1999, executives at the company believe now is the right time to target this market segment. The website is designed to provide original content about pregnancy related issues to Spanish speaking families.
The website features articles about pregnancy, links to information, tools, community, and resources on everything from planning a pregnancy to being a parent.
According to a Todobebé press release there are over 10 million births globally born to Spanish speaking families, and millions of searches for pregnancy information on the Internet each month.
Todobebé reaches United States Spanish speaking Latino parents with books, television programs, radio, events and online. Todobebé focuses on families planning, expecting and raising babies through varied media platforms.
Discover from a new mom market expert how to reach Latino moms by listening to
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
Posted by Elena del Valle on December 9, 2008
Andria Macias-Castillo, executive director, ¡Adelante!
Photo: ¡Adelante!
Miller Lite will donate $40,000 for scholarships to the ¡Adelante! U.S. Education Leadership Fund in Texas. The donation will provide scholarships for Hispanic students 21 and older pursuing a secondary education.
“Latino college students have great potential to be successful in every aspect of their lives, but reaching that success can be challenging,” said Andria Macias-Castillo, executive director of ¡Adelante! “Miller Lite and ¡Adelante! are investing in our youth to develop Latino leaders for the future.”
Through the end of the year, participating Texas retailers will feature Miller Lite point-of-sale (POS) materials to create awareness of the Adelante! scholarships. The POS materials include a tear away form with information on how to apply for the ¡Adelante! scholarships.
According to Marcela Fajardo, MillerCoors trade marketing manager, SW Region, Miller Lite is a founding partner of ¡Adelante! and has contributed more than $2.2 million to support educational programming and scholarships since its inception in 1993. As part of the program, Miller Lite is reaching out to the Texas Latino community through local retailers to generate interest in the ¡Adelante! program.
“Miller Lite is committed to supporting the educational and leadership needs of the Hispanic community and ¡Adelante! partners with us by helping to prepare the next generation of Hispanic leaders,” said Fajardo.
Scholarship applications and criteria will be available on-line through the ¡Adelante! website, adelantefund.org. Full-time, undergraduate students 21 years of age and older with a minimum 3.0 grade point average are eligible to apply. The scholarship amounts will range from $1,000 to $1,500.
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 book
The ¡Adelante! mission is “To inspire the best and brightest Latino college students to graduate and succeed through scholarships, internships and leadership development.” Every year, ¡Adelante!, based in San Antonio, Texas, provides 100 scholarships to Latino students across the country.
Since the inception of the program in 1993, all of the Miller funds were designated for scholarships, internships and leadership workshops. Miller was a founding sponsor of Adelante as part of its support of the Hispanic Association of Colleges and Universities (HACU).In 1999, ¡Adelante! became a non-profit 501C3.
Antonio R. Flores, Ph.D., president, Hispanic Association of Colleges and Universities in San Antonio, Texas chairs the ¡Adelante! board of directors. Other board members include: Louis Agnese, Ph.D., president, University of the Incarnate Word in San Antonio, Texas; José R. Ruano, manager, Multicultural Relations, Miller Brewing Company in Milwaukee, Wisconsin; Ron Acosta, secretary, Texas multicultural public relations manager, Texas Market Area – Miller Brewing Company in Dallas, Texas; Heriberto “Berto” Guerra, Jr., chief executive officer, Avanzar Interior Systems in San Antonio, Texas; Robert Ayala, manager, Strategic Communications, Dell Computers in Austin, Texas; and Beatriz Robinson, Ph.D., vice president, Planning and Enrollment, St. Thomas University in Miami, Florida.
According to promotional materials, Miller Lite’s parent company, MillerCoors, is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. MillerCoors, a privately held company, is a joint venture of SABMiller plc and Molson Coors Brewing Company.
Although a company representative declined to share Hispanic market numbers, she indicated that “like most consumer product companies, the Hispanic market is a growing and important one for MillerCoors.” In relation to the number of Hispanic employees and board members at MillerCoors, the company representative indicated that “Employee numbers are proprietary, but creating a diverse workforce reflective of the market is a priority for MillerCoors.”
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
Posted by Elena del Valle on December 8, 2008
Reinaldo Padua, assistant vice president, Coca-Cola North America
Photo: Coca-Cola North America
A podcast interview with Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Reinaldo discusses effective marketing to Latinos and his company’s efforts to target United States Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
He is responsible for leading the Hispanic marketing strategy and program execution for Coca-Cola North America. Reinaldo joined The Coca-Cola Company in his current capacity in January 2008.
Reinaldo started his marketing career at Procter & Gamble in marketing research. He has more than 12 years of experience in multicultural marketing, general marketing strategy, product management and market research in global consumer package goods and telecommunications.
Prior to joining Coca-Cola, he was a managing consultant for Wendy’s International, The Coca-Cola Company, and ConAgra Foods at Zyman Group. Prior to joining Zyman Group, he was senior marketing manager with BellSouth Corporation Internet Access Products. Before BellSouth, he was a category brand manager with Kraft Foods in Venezuela.
Born and raised in Venezuela, Reinaldo received an MBA degree from Duke University and bachelors degrees in Systems Engineering and Business Administration from the Universidad Metropolitana, where he was Class Valedictorian in 1994. He resides in Atlanta, Georgia.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Reinaldo Padua,” 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.
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
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
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.
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
Posted by Elena del Valle on November 19, 2008
Bob Liodice, president and CEO, ANA
Photos: Association of National Advertisers (ANA)
Yesterday, the Association of National Advertisers (ANA) has announced the winners of the 2008 Multicultural Excellence Awards during the 10th annual ANA Multicultural Marketing Conference in Boca Raton, Florida. In its eighth year, the awards recognize ANA member companies and marketers in six categories for their work in producing multicultural advertising campaigns that aired between June 2007 and May 2008.
This year, the ANA created a new category for strong work across all ethnic segments in Digital Media. The winners in each category were: Blue Shield of California won the Hispanic ad category for the Blue Shield of California ad. In the African American category, Prime Access, Inc. was recognized for the Partnership For a Drug Free America ad; and in the Asian category interTrend Communications won for its State Farm Insurance ad.
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 Vidal Partnership received the recognition for Digital Media for the Cadbury Dentyne ad; DDB won in the General Market Category for its McDonald’s ad; and Grupo Gallegos won in the Campaign with Significant Results category for its Energizer ad.
Hispanic category winners: Juan Zubiate, Latino project manager and Seth Berman, director of Marketing Stratey and Operations, Blue Shield of California and Miss USA, Crystale Stewart
“Our winners have established themselves as leaders in the world of multicultural marketing and their work represents the best in our industry,” said Bob Liodice, president and chief executive officer of the ANA. “I am thrilled that through the Multicultural Excellence Awards, the ANA is able to recognize the contributions these organizations have made and the growing importance of speaking to consumer through multicultural channels. I offer all of them my congratulations.”
The awards are sponsored by the ANA Multicultural Marketing Committee. The winners, selected by members of the 134-member committee, were judged on a scale of one to ten (where 20 was a perfect score) for creativity and relevancy to multicultural markets. Established in 1998, the committee is dedicated to helping ANA members share knowledge and best practices in marketing to America’s ethnic markets.
A portion of the proceeds collected from the awards submission fees is earmarked to help fund scholarships for multicultural students pursuing careers in advertising and or marketing.
The ANA’s mission is to “provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests.” The ANA is a source of marketing communications best practices information. Tasked with leading industry initiatives, influencing industry practices, managing industry affairs, and advances, promoting and protecting advertisers and marketers; the trade association represents 400 companies with 8,000 brands that collectively represent $250 billion in marketing spending.
Posted by Elena del Valle on November 18, 2008
Maru ,Tanya and Jamie
Photos: Maru and Friends LLC
After working in marketing for 25 years in Miami, Florida, Maritza Gutierrez decided to pursue her life-long passion for dolls. First she created Maru; followed by Tanya and Jamie. The dolls, designed by Dianna Effner and sold by Maru and Friends LLC, are 21 inches tall and weigh 3.6 pounds. They are made of vinyl in China and sell on the company website exclusively for $95 each.
Maru was designed to reflect the life of a young girl who moves to the United States where she has to adapt to her new environment and make new friends. The story of Maru and her friends, told through the eyes of an eight year old girl, can be found in Maru and Friends, a storybook that comes with the doll.
In the story, Tanya and Jamie, help the young girl through her journey. The dolls were designed to showcase child-like facial features representative of their ethnic culture. The idea was for them to reflect ethnic and cultural diversity.
Maru
Maru made its debut in October 2008 at The Children’s Museum of Manhattan in New York. The doll received the 2008 Greatest Poducts iParenting Award and the Oppenheim Toy Portfolio Gold Award 2009. Maru also premiered as the Exclusive Doll of the Stars in the Distinctive Assets Backstage Gift Lounge at the 9th Annual Latin Grammy Awards earlier this month.
According to her website, Dianna Effner has been making dolls for over 25 years. She has a Bachelor of Fine Arts degree from Bradley University, where she studied painting, sculpture and ceramics. In the early 80’s she began to make her own original limited edition porcelain dolls.
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
Posted by Elena del Valle on November 12, 2008
Latino Voter Preferences in 2008 election – click on chart to enlarge
According to exit polls of Latinos in nine states, Hispanics in the November 4, 2008 election voted more than two to one in favor of Democrats Barack Obama and Joe Biden over Republicans John McCain and Sarah Palin. In at least one state this voting pattern represented a reversal from the last election when many Latinos voted for the Republican candidate.
A report updated November 7 and written by Mark Hugo Lopez, associate director, Pew Hispanic Center indicates 67 percent of respondents said they voted for the Democratic candidates while 31 percent said they voted for the Republican candidates. The findings represent responses from Latino voters in Arizona, California, Colorado, Florida, Illinois, Nevada, New Jersey, New Mexico and Texas.
Across the country Latinos voted for Obama in significant numbers. A slightly higher percentage of Hispanic women voters (68 percent) than Hispanic men voters (64 percent) favored Obama. Young Hispanics voted like most of the youth in the country. Seventy-six percent of young Latinos supported the Democratic presidential candidate compared with only 19 percent who voted for the Republican presidential candidate.
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
In states with large Latino populations Obama was the victor by large margins. The most notable of these was Florida. In past elections many of Florida’s Latinos voted Republican. For example, in 2004, 56 percent of Latino voters supported President Bush. This year, 57 percent of Florida Latinos voted for Obama.
In other states with large Latino populations the margin favoring the Democratic candidates was more pronounced. In New Jersey, Obama carried 78 percent of the Latino vote; in Nevada, 76 percent, and in California, 74 percent.The findings are based on analysis by the Pew Hispanic Center of exit polls from Edison Media Research published by CNN.
The Center’s researchers estimate there was a 1 percent increase in Latino voters compared to the last elections; 9 percent of the voters in the 2008 election were Latino compared to 8 percent in 2004.
The Pew Hispanic Center, a nonpartisan research organization, is dedicated to improving public understanding of the Hispanic population in the United States and to chronicle Latinos’ growing impact on the nation. It does not take positions on policy issues.
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 book
Posted by Elena del Valle on November 11, 2008
BT&T BiBi Tapes – Click on image to enlarge
Photo: BB&T Corporation
BB&T Corporation recently donated $100,000 worth of educational audio tapes to The Salvation Army of Winston-Salem, North Carolina. The tapes are designed to help Hispanic immigrants adjust to life in America. The Salvation Army began to distribute the BiBi Spanish-language tapes at its annual Christmas service registration drive during which qualifying residents receive food, clothing and toys from the Salvation Army.
The BiBi tapes, which cover housing, education, health care, insurance and basic finance issues, will also be distributed at the Salvation Army Corps Community Centers staffed by Spanish-speaking officers.
“BB&T has been one of The Salvation Army’s most important corporate partners in Winston-Salem, and has demonstrated once again its commitment to help us place resources to support those in our community in greatest need,” said Maj. Terry Israel, area commander.
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
“The Salvation Army is well known for providing its neighbors with basic necessities like food and shelter. We also provide assistance with life skills. Now, thanks to BB&T, we can also bring expert advice and guidance on issues most relevant to members of the Hispanic community.”
More than 16,000 Hispanics live in Winston-Salem, representing nearly 10 percent of the population. North Carolina’s Hispanic population is one of the fastest growing in the United States.
The BiBi Community Outreach Audio Series, with a character named BiBi (pronounced Bee-Bee) as the host, was introduced in 2002 as part of a corporate-wide Hispanic marketing effort. The 10-part series of tapes and CDs is available at BB&T financial centers across 11 states and Washington, D.C.
“BB&T is proud to partner with The Salvation Army of Winston-Salem and bring some clarity to Spanish-speaking immigrants on the nuances of life in the United States so that they can feel at ease living here,” said Cantey Alexander, president of BB&T’s Winston-Salem-based Triad Region. “Equally important is to work together and bring some good to the communities where we live and work.”
The Salvation Army was established in Winston-Salem in 1907 and serves more than 30,000 people in Forsyth, Davie, Yadkin and Stokes counties each year. It offers financial assistance for rent and utilities and operates the only emergency shelter for homeless families in Forsyth County.
With $137 billion in assets, Winston-Salem, N.C.-based BB&T Corporation is the nation’s 14 largest financial holding company. It operates more than 1,500 financial centers in 11 states and Washington, D.C.
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 November 10, 2008
Brian Requarth, CEO, Bilingual Marketing Group
Photo: Bilingual Marketing Group
A podcast interview with Brian Requarth, chief executive officer, Bilingual Marketing Group is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses the Hispanic home buyer market online with Elena del Valle, host of the HispanicMPR.com podcast. Scroll down to listen to the interview.
Brian is also cofounder of Bilingual Marketing Group, a real estate media company that operates the VivaReal Network. Brian founded ColConnect in 2004, a company focused on providing bilingual web solutions and translation services to real estate professionals targeting the United States Hispanic market.
He recently wrote an e-book, in English and Spanish, about blogging for the Hispanic real estate market. Over the last decade Brian has spent five years living, working and studying in Mexico, Costa Rica, Colombia, Portugal, Spain and Argentina. In addition to English, he speaks Spanish and Portuguese. He and his wife live half the year in Northern California and the other half in Bogota, Colombia.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Brian Requarth,” 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 November 2008 section of the podcast archive.
“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”
