Posted by Elena del Valle on October 21, 2008
Jose Pinero, director of Multicultural Marketing, Microsoft
Photo: Microsoft Corp., BIC
Relying on a 2002 U.S. Census Bureau study that indicates that close to 70 percent of all Hispanic-owned businesses make less than $50,000 a year in gross sales and close to 70 percent have fewer than four employees; Microsoft Corp. recently announced a two year sponsorship of the National Hispanic Business Information Clearinghouse (BIC) to promote opportunities for Hispanic entrepreneurs and businesses in the United States through the use of technology.
In addition to monetary support Microsoft will also provide content and software solutions for Hispanic entrepreneurs visiting the BIC Technology website. Microsoft promises a host of software and information specifically targeting Hispanic business owners.
According to the Small Business Administration Office of Advocacy, nearly one-third of all Hispanic-owned businesses fail to survive four years. Microsoft executives hope to affect the statistics by supplying technology support.
Microsoft teamed with BIC as the founding technology partner of an online initiative for Hispanic business owners and entrepreneurs. A spokesperson for Microsoft indicated the company’s executives expect the program will “assist thousands of Hispanic entrepreneurs.”
“Technology is a critical tool that will help Latinos advance in both their life and career,” said Jose Pinero, director of Multicultural Marketing, Microsoft. “At Microsoft we are very excited to provide content for the BIC’s technology section and empower Latinos to succeed in their business enterprises.”
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 millions of Latinos online
• 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”
Sal Gomez, founder and CEO, BIC
“The BIC is a unique, multilingual Web site that provides Latino entrepreneurs and small-business owners with top-rated business resources,” said Sal Gomez, founder and chief executive officer of BIC. “At nhbic.org, you will find a wealth of information on starting, marketing and managing your business, as well as local resources and training to help you succeed.”
The BIC website is a free, bilingual online service for entrepreneurs, offering business solutions in English and Spanish about technology, business articles, videos, templates, tools and resources, small business search engine, demographic reports, and including geographically based content.
National Hispanic Business Information Clearinghouse, a not-for-profit organization, launched its bilingual website in 2007 to provide information to Hispanics starting or expanding a business. Its purpose is to empower new and established entrepreneurs, build wealth in the Latino community, and boost Hispanic contributions to the U.S. economy.
BIC’s lead corporate sponsor is Western Union, to date contributing $2 million through its “Our World, Our Family” global economic opportunities program. BIC is also funded by a $3.3 million grant from the U.S. Department of Labor. Founded in 1975, Microsoft is a leader in business software and services.
“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”
Posted by Elena del Valle on October 16, 2008
Babyspot homepage – click on image to enlarge
Photos: Babyspot.com
In November 2006, Miami partners James Rivera and Zameer Upadhya established Babyspot.com, a website for parents and their families. By September 2007, they had launched Babyspotlatino.com, a related project and social networking site for Latino parents and their families. The website debut was announced on Despierta America, a Spanish language morning show on Univision. Within 15 minutes of the airing of the show, 100 families joined the site. The website now has 300 members and 5,000 visitors per month.
“Debuting on the leading Spanish language morning talk show as we are about to launch this new site is simply amazing. Our main goal is to provide an intimate, culturally relevant networking environment that allows for Latino parents and their families to safely connect on various levels with their family members and friends who are experiencing the same joys as they are,”said Upadhya, chief executive officer, BabySpotLatino.com.
Zameer Upadhya, CEO and co-founder, Babyspot
“NacerSano.org , the March of Dimes’ Latino arm, is going to provide Babyspot Latino with rich educational material on pregnancy and baby health issues designed to help keep families and their children happy, healthy and safe.”
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”
In making their business decisions they relied on research that indicates Hispanics surveyed were more likely (69 percent) than non Hispanics (42 percent) to watch, read or listen to online content. The Forrester survey led researchers to conclude that social media strategy can be an important tool for marketers trying to reach Latinos online.
James Rivera, COO and co-founder, Babyspot
“The Latino families that are members on BabySpotLatino are having a great time with our site! They love to customize and really dress up their babies profile. Oh, and just like my wife they love to share their profiles, videos, photos with their family and friends on a safe and secure spot on the web. I am so happy to offer families all over the world a place ‘a spot’ they can feel comfortable with. This is what BabySpotlatino.com offers,” said Rivera, chief operating officer and co-founder, Babyspot.
Babyspot Latino offers Latino parents and their families a free, “safe and secure” forum to celebrate the joys of becoming and being parents, grandparents, aunts and uncles. They can also network and share educational information, advice and their experiences with loved ones near and far. On the website, parents and their relatives can share their profiles privately or publicly, upload pictures and videos, blog and chat live.
Prior to BabySpot.com, Upadhya was founder and chief executive officer of AMR Consulting Services (AMR). AMR provided services for small businesses and leadership development for professionals and students. Prior to building AMR, he was an auditor with BDO Seidman, LLP where he handled financial audits. Upadhya began his career as a financial analyst at the Johnson & Johnson Financial Leadership Development Program.
Before starting BabySpot.com Rivera was chief executive officer of South Dade Wireless, Inc. for three and a half years. He helped grow the company from two retail outlets and $300,000 in revenue to six retail outlets and $6 million in revenue. He began his career as an auditor with PricewaterhouseCoopers, LLP in Miami. Rivera earned a Masters in Business Administration degree from Nova Southeastern University.
Posted by Elena del Valle on October 9, 2008
Sarita Brown, president and founder, Excelencia in
Education
Photo: Excelencia in Education
Department of Education statistics from 2007 indicate that Hispanics are one third as likely as whites and about half as likely as blacks to earn a bachelor’s degree. For some people it seems evident education needs to become a priority among Latinos. To further this goal Excelencia in Education representatives decided to highlight educational institutions their representatives believe set the standard for excellence in education.
A 2008 Department of Education update indicates 12 percent of Hispanics have completed a college degree compared to 19.5 percent for blacks and 35.5 percent for whites. Hispanics are still about one-third as likely as whites but now less than half (40 percent as likely) as blacks to complete a bachelor’s degree.
As part of a national initiative to identify and honor programs and departments boosting Latino college enrollment, performance and graduation, the 2008 Excelencia in Education Selection Committee identified institutions of higher education in California, Arizona, and Texas as examples of excellence. Excelencia in Education representatives announced the winning programs during a recent event in Houston, Texas.
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
The 2008 Examples of Excelencia are: Bilingual Nursing Fellows Program at South Mountain Community College in Phoenix, Arizona; Bachelor of Architecture Program at Woodbury University in Burbank, California; and Intellectual Entrepreneurship Pre-Graduate School Internship Program in the Division of Diversity and Community Engagement at the University of Texas at Austin, Texas.
“These programs are true examples of excellence and will provide a model for others to follow,” said Sarita Brown, president and founder of Excelencia in Education. “They equip students with the skills they need to succeed in an increasingly demanding workplace and offer institutions and policymakers powerful ideas and strategies to tap this generation of Latino college-going students.”
In making their selection the committee members looked for programs and departments with a record of achievement in graduating Latino students; leadership with demonstrated commitment to accelerating Latino student achievement by measuring progress and implementing practices and policies to achieve the goal; strong networks with other stakeholders, including schools and colleges, clinics, other community-based organizations, practitioners, and professionals; professional staff focused on addressing the needs of Latino and other students; and services and programs that integrate Latino culture and enhance Latino students navigation between their homes, community, schools and their professions.
At the associate level, the Bilingual Nursing Fellows Program (BNFP) at South Mountain Community College developed a curriculum and system of support services to guide students through the nursing program with the ability to practice in English and Spanish. BNFP uses a cohort model for its classes, closely monitors student progress, and coaches students in areas that need improvement. Latinos comprise 97 percent of the participating students and 90 percent of graduates work in hospitals whose patients are majority Latino.
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
At the baccalaureate level, the Bachelor of Architecture Program at Woodbury University provides a globally oriented academic experience for its students, more than 40 percent of whom are Latino. The program integrates international study programs in Europe, Asia and Latin America. One of the program’s main focuses is embracing the cultural and academic diversity of its students. First-year retention rates for Latinos in the program surpass the university average by almost 5 percent, and 90 percent of Latino students graduate within five years.
The Intellectual Entrepreneurship Pre-Graduate School Internship Program at University of Texas at Austin offers undergraduate students an internship experience designed to encourage graduate study and career development to complement their personal interests and commitments to community. The program aims to increase diversity in graduate education by bringing underrepresented minorities and first-generation college students into the graduate school pipeline. Since 2003, the program has seen a dramatic increase in interns. Latino students make up the largest group of interns in the program, more than half of whom subsequently enroll in graduate school.
A new study from Sallie Mae and Gallup shows that Hispanic college students and parents believe in the value of a higher education. For example, 86 percent of Hispanic student respondents to the study strongly believe that college is an investment in their future, and 54 percent of parents strongly agreed with the same statement. At the same time, there are indications that many Hispanic families are not planning adequately for college prior to the end of high school.
More than two-thirds of Hispanic parents did not receive any financial aid while their child was in K-12 and more than half (56 percent) of the young adults who were not attending college indicated that they had not received any financial aid information in K-12, according to a report from the Tomás Rivera Policy Institute and The Sallie Mae Fund.
“Sallie Mae congratulates these outstanding institutions for their leadership in developing innovative programs that engage the talents of this country’s fastest-growing population group,” said Maria Frias, senior vice president of Sallie Mae’s south region. Sallie Mae was the signature sponsor of the 2008 Examples of Excelencia. “Through sponsorship of this Excelencia in Education initiative and other programs, Sallie Mae is committed to ensuring Latino students can achieve their dreams of a higher education.”
Sallie Mae’s philanthropic arm, The Sallie Mae Fund, sponsors the “First in My Family Scholarship Program” in partnership with the Hispanic College Fund. Last school year, through scholarships ranging from $500 to $5,000, the program helped more than 150 Hispanic-American students, the first in their families to attend college and continue their education.
The 2008 selection committee members were: Estela Lopez, senior fellow, Excelencia in Education and chair of the Selection Committee; Margarita Benitez, director of Higher Education, Education Trust; Sarita Brown, president, Excelencia in Education; Jacqueline King, assistant vice president, Center for Policy Analysis, American Council on Education; Mark Lopez, associate director, Pew Hispanic Center; Stella A. Perez, vice president, Operations & Technology Programs, League for Innovation in the Community College; Bruce Vandal, director, Postsecondary Education and Workforce Development Institute, Education Commission of the States; and Arturo Vargas, executive director, National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund.
Excelencia in Education is a Washington, D.C.-based nonprofit that administers the initiative and works to accelerate higher educational success for Latino students.
“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 October 7, 2008
Luis Martinez, CEO, Punto Rojo Sports Marketing Group
Photo: Punto Rojo Sports Marketing Group
Punto Rojo Sports Marketing Group, a Hispanic market agency, and the Arsenal Football Club (Arsenal F.C.), an English professional soccer club, recently partnered to explore brand opportunities for the team within the United States Hispanic market.
As part of the agreement, the companies will target Hispanic soccer fans with an experiential tour and museum launching in Los Angeles and other markets. A 24 foot custom built vehicle filled with memorabilia is expected to tour Southern California in 2009 and New York, Chicago, Florida and Texas the following year. It will have glass walls and a lighted display and be manned by bilingual staff.
“Reaching out to the Hispanic market is an important step for the global branding of Arsenal,” said Angus Kinnear, head of marketing for Arsenal FC. “As the point of entry for Arsenal in the U.S., it will be a key component to the success of the Arsenal Experience in the U.S.”
“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
There are also plans to organize as many as 40 retail events at a 20 foot mobile enclosed pop up temperature controlled dome. To reach young fans and families marketers envision a Youth Academy with a health and fitness theme. Former Arsenal FC players and coaches and local community coaches will staff academy activities. Organizers hope to reach 1.5 million Latino soccer fans with these programs.
According to a Punto Rojo spokesperson, although radio is being considered the promotional buy will likely be almost entirely television. Punto Rojo is negotiating on behalf of Arsenal with two major satellite TV companies for the broadcast rights.
Promotional materials mention three of the team players as having a Latino connection. They are: Mexican Carlos Vela, an Arsenal striker; as well as Spaniards Cesc Fabregas, a Midfielder, and Manuel Alumnia, a goalkeeper. To enhance their efforts and reach Latinos online the companies are planning an Arsenal website to capture new Latino fans. Participants who attend the tour will be invited to register on-site as a way to track attendance and a measure of acquisitions to the mobile experience.
“U.S. Hispanic sports fans are eager to experience soccer at a global level,” said Luis Martinez, president of the Punto Rojo Sports Marketing Group. “The Hispanic market has no borders when it comes to its economic and marketing potential, and Arsenal F.C. is creating a strategic opportunity to access these consumers.”
The Punto Rojo Sports Marketing Group is a division of Punto Rojo Communications, an independent Hispanic marketing and advertising consultancy in Los Angeles and London. The Punto Rojo Sports Marketing Group is affiliated with The Sports Consultancy, an independently owned full service sports marketing agency based in London.
The Arsenal Football Club is a Premier League soccer team based in Holloway, North London. Since its founding in 1886, it has won thirteen First Division and Premier League titles and ten FA Cups, and holds the record for the longest uninterrupted period in the English top flight.
Arsenal FC is one of the most financially successful soccer clubs in English soccer and was valued at over £600 million in 2008. It is owned by domestic and international shareholders including its board of directors who own almost 60 percent of the team.
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”
Posted by Elena del Valle on October 6, 2008
Gail Mills, author, Quinceañera Connection
Photo: Gail Mills
A podcast interview with Gail Mills, author of Quinceañera Connection: Your Dream Celebration On A Budget, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Gail discusses her book with Elena del Valle, host of the HispanicMPR.com podcast.
In her career Gail has built a multimillion dollar inventory reorder business, and worked as a life coach, business consultant, web business owner and author. Seven years ago she offered life-coaching and consulting services for injured workers in the California Worker’s Compensation Program. At that time, 70 percent of her clients were from the Latino Community. Many shared their heart-felt stories of hardships and their desire to make sure their children had a better opportunity in life than they had had.
Click here to buy Quinceanera Connection
Relying on their positive feedback for inspiration she wrote Quinceañera Connection, her first book. Later she launched a companion website to offer additional products for Latino teenage girls, their family and friends.Gail is a graduate of Harvard Business School-OPM program where she focused on entrepreneurial operations.
She attended New York City College and University of California at Los Angeles. She was the founder and chief executive officer of a multi-state inventory management reorder company for over 15 years with offices in Los Angeles, California and Seattle, Washington. She built the business from zero to $25 million in volume.
Gail has served on the non-profit boards of Harvard Business School Alumni Association of Southern California, Harvard Business School Alumni Association Board of Directors, Singing Earth Foundation and the Organization of Bilingual Rehabilitation Associates.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Gail Mills,” 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 October 2008 section of the podcast archive.
Click here to visit the Quinceañera website
Posted by Elena del Valle on October 2, 2008
Mark Colyer, EVP of Business Development, Branded Marketing
Photo: Branded Marketing
Executives at Haskell, New Jersey based Branded Marketing thought there was a market for prepaid credit cards for Latinos who couldn’t access or didn’t want regular bank cards. To serve this market they began offering Pr1macard Prepaid MasterCard, prepaid credit cards, June 2008. To date the company has signed 12 retail distribution partners and sold 700 cards.
To participate as a retail distribution partner a store must be in the Money Service Business (MSB) in its home state. Common partners include licensed check cashers, pharmacies, bodegas, and convenience stores.
Pr1macard Prepaid MasterCard
The Pr1macard by 1800Tarjetas.com is made up of a portfolio of four financial card products designed for the underbanked or underserved United States Latino market. Branded Marketing has a toll-free numbers serving as the bilingual call center platform for new customer acquisition inquiries and cardholder customer service and support.
“In eight short weeks we’ve been able to prove to our first 12 retail partners that our Pr1macard product is a cost efficient, quality product that will drive more foot traffic into each store and create a real time commission plus residual revenue stream to their bottom lines,” said Mark Colyer, executive vice president of Business Development for Branded Marketing.
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
“It is important for us as a company to strengthen our three prong approach to distributing our card, those being at the retail level, on the Internet via our website, and via our live operator bilingual call center. Our goal is to roll out 10 to 15 quality retail partner stores a month for the remainder of 2008, then accelerate that to 25 stores per month through 2009.”
Marketers tout the card as a cost efficient product and promise it will increase foot traffic into each store and create a real time commission plus residual revenue stream to the store’s bottom line. Pr1macard Prepaid MasterCard benefits they promote include: 100 percent approval subject to identification and address verification; cash through ATMs; and Cash Reload through participating retail locations; accepted wherever MasterCard debit cards are welcome; dual card option which allows card holders to share the card with family members; bank loans via a bank to card transfer feature.
Promotional materials emphasize benefits like the English and Spanish live customer service; bill paying usefulness (many of the unbanked struggle to pay bills since they have no credit or bank accounts); the holder’s ability to establish a credit history; the advantage of having a prepaid card that doesn’t create debt; and a direct deposit option.
Branded Marketing, established May 2007, is privately owned by a group of 45 investors and founders. The Pr1macard Prepaid MasterCard is issued by Palm Desert National Bank under its license by MasterCard International Incorporated. Branded Marketing is a registered MSP of Palm Desert National Bank and MasterCard is a registered trademark of MasterCard International Incorporated.
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason
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.
Available exclusively on HispanicMPR.com!
More information on “Happy for No Reason” audio recording with Marci Shimoff
Posted by Elena del Valle on September 30, 2008
Click on image to enlarge
Between 1990 and 2006 the Hispanic student population in the public school system nationwide nearly doubled. Hispanic students represent 60 percent of the overall growth in public school enrollments for that time period. About 20 percent of all public school students today are Latino; that’s 10 million Hispanic students attending public schools.
In addition, Hispanics are already the largest minority group in the public schools in 22 states. The growth is particularly evident in states which have traditionally had large Latino populations. For example, while in 1990 Latinos represented 36 percent of the public school population in California, by 2006 50 percent of all students in that state were Latino.
In 2006, in Arizona, Mexico and Texas more than 40 percent of enrollments were of Latino students. That same year, in Nevada, Colorado, Illinois, Florida and New York between 20 percent and 40 percent of students were Hispanic.
According to newly released U.S. Census Bureau demographic estimates, Hispanic student enrollment is likely to continue to grow for many years. Researchers believe that by 2050 there will be more Hispanic children than non Hispanic white children.
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
A recent Pew Hispanic Center report indicate most (84 percent) Latino public school system students are United States born; seventy percent of Latino students speak a foreign language at home; 18 percent of Latino students have poor English language skills; and only slightly more than half (57 percent) of Latino children live in a household with both parents compared with 69 percent of non Hispanic white students and 30 percent of black students.
Also, 71 percent of United States born students of immigrant parents live with both of their parents compared with 58 percent of foreign born students and 48 percent of students born in the United States of native parents.
Twenty-eight percent of Latino students are poor compared with 16 percent of non Hispanic students, 35 percent of non Hispanic black students and 10 percent of non Hispanic white students. At the same time, foreign born Hispanic children are more likely to live in poverty than United States born Latinos, 35 percent and 27 percent respectively.
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.
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”
Posted by Elena del Valle on September 29, 2008
Julio Stieffel, director, BuscAbogados.com
Photo: BuscAbogados.com
A podcast interview with Julio Stieffel, director, BuscAbogados.com is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Julio discusses the new website with Elena del Valle, host of the HispanicMPR.com podcast.
Julio founded Americas Rep International, an international consulting firm specializing in the Latin American market. He graduated from the University of Miami with a degree in Inter-American Studies. Julio brings nearly 30 years of international sales and marketing intelligence and experience to the BuscAbogados.com team.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Julio Stieffel,” 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 to disk. The podcast will remain listed in the September 2008 section of the podcast archive.
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”
Posted by Elena del Valle on September 23, 2008
Scenes from “Shame,” a Pine-Sol television ad in Spanish
Photos, video: Dieste
Pine-Sol, with the help of Dallas ad agency Dieste, began airing a Spanish language television commercial in October 2007 that recently won the agency national recognition. Scroll down to see the ad in Spanish.
The 30-second ad features a frisky young couple at the family dinner table. The young lady plays footsies under the table during the meal. Her activities are discovered when the young man gets up and dirty footprints can be seen all over the front of this pants revealing to everyone’s horror that the floors are dirty.
The ad required two months to produce and was completed September 2007. It aired nationally on Univision and Telemundo.
“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
Dieste received an award for the ad at this year’s Creativity Awards, an international advertising and graphic design competition. The 38th Annual Creativity Awards received a record 2,800 entries from 44 countries. The competition showcases work from around the globe.
“Dieste had a very strong showing with six trophies secured this year, which compares very well against U.S. and Latin American agencies that entered the competition,” said Kathleen Ritchie, spokesperson of Creativity Awards.
Aldo Quevedo, president, Dieste
“This year the creative work from the agency has received great recognition and we are proud of having strong showings, including the most awarded Hispanic agency at El Sol in San Sebastian, and a Short List recognition in Cannes,” said Aldo Quevedo, president of Dieste.
Dieste is a Hispanic advertising and marketing agency that offers integrated communications and business solutions, including strategic planning, advertising, direct-response marketing, experiential and promotional capabilities, media planning and buying capabilities, digital media and public relations services.
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Posted by Elena del Valle on September 18, 2008
Payless ShoeSource Trinity necklace
Photos: Payless ShoeSource
To celebrate Hispanic Heritage Month, Payless ShoeSource is launching the Payless Inspiring Possibilities scholarship program to raise funds for the Hispanic Scholarship Fund (HSF). Beginning September 2008, 650 Payless stores nationwide and the company website began offering a limited edition Trilogy necklace. The black corded necklace with three hoops and inspirational words in English and Spanish: Believe/Creer, Dream/Soñar, and Inspire/Inspirar, sells for $4.
Close up of Payless Trinity necklace
As part of the project, Payless will donate 100 percent of the net profits from the necklace sales to the HSF, making a minimum donation of $35,000. Company representatives expect to distribute a minimum of a dozen $2,500 scholarships as a result of the new initiative.
“Youth and education are critical to the future of our nation,” said LuAnn Via, president and chief executive officer of Payless. “Our efforts in September are focused on supporting Hispanic youth with our Payless Inspiring Possibilities program. The unique, limited-edition Trilogy necklace is available for only $4, a price point accessible to so many. Together, we are truly celebrating Hispanic Heritage Month and benefiting young Hispanics with strong opportunities for higher education and to help them achieve their goals and make their dreams come true.”
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
“We are pleased that Payless has taken a leadership role in providing resources and opportunities to support our future leaders,” said Gary Jimenez, regional vice president of the Hispanic Scholarship Fund.
Spanish language necklace – click on image to enlarge
“HSF provides the Hispanic community with more college scholarships than any other organization,” said Gaby Alban, Hispanic spokesperson for Payless. “We at Payless are proud and honored to partner with the HSF in supporting their mission to double the rate of U.S. Hispanics earning college degrees.”
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is one of the largest specialty family footwear retailers in the United States. As of the end of first quarter 2008, the company operated more than 4,500 stores. Since 2004, Payless has established formal programs to support important causes by selling on-trend items and making them accessible with affordable price points at the same time donating 100 percent of the net profits from the sales of the item to the cause.
Founded in 1975 as a not-for-profit, the HSF is a Latino scholarship organization. During the 2007-2008 academic year, HSF awarded almost 4,100 scholarships exceeding $26.7 million.
“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”
