Posted by Elena del Valle on June 19, 2008
An artist rendering of Tacos & Tequila – click on image to enlarge
Photos: Luxor Hotel and Casino
The Luxor Hotel and Casino in Las Vegas, Nevada is planning to open a new 8,000 square foot restaurant with a modern look and Mexican style menu this summer. Michael Frey, the driving force behind the project, recruited Chef Richard Sandoval and Designer Adam Tihany to make the project come alive. It will be the first project of his new company, Drive This Entertainment!
“This is not your grandma’s cantina; think Pink Taco meets Coyote Ugly interpreted by Quentin Tarantino,” said Frey. “I am excited to bring our version of a sexy, energy infused Mexican restaurant to life. Offering more than just a great place to grab an amazing taco or great tequila, it will be a dining experience that will tantalize the senses.”
“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
To bring his edgy vision to life, Frey partnered with friend Tihany and Alvarez + Brock Design, a New York-based hospitality design firm. They were inspired by what they believe are five essential elements of Mexican culture: the sombrero, the shot glass, the bullfight, skeletons and seductive women.
The target audience? Anyone who likes tacos and tequila, according to a company spokesperson. On the marketing side, plans are in place to position Tacos & Tequila, referred to as T&T in promotional materials, as the newly favored Mexican restaurant on The Strip through an aggressive public relations campaign; and “focusing on building brand awareness throughout the Las Vegas valley and feeder markets, garnering key TV and print media placements, as well as through grassroots efforts aimed at creating a buzz that drives traffic to the restaurant.”
An artist rendering of Tacos & Tequila – click on image to enlarge
On the food side of things Sandoval will be consulting chef. The menu is expected to include a juxtaposition of modern and traditional Mexican cuisine as well as an extensive list of tequilas specialty cocktails and infused tequilas. In addition to serving lunch and dinner, promoters hope T&T’s El Salon will become a popular nightlife spot. It will be open from11 a.m. to 11 p.m. and offer late-night dining from the taco bar until 3 a.m.
The designers plan a massive brushed aluminum ceiling to pay tribute to the sombrero. There will also be two 20-foot laser cutouts of dancing skeletons and the cover will be lined with lights that shoot down to the ground reflecting the skeleton images on the concrete floor.
Chair coverings and decorative lighting will be in hues of yellow, red, green, orange and blue. The bar will resemble a bull-fighting arena. Seated on stadium-style shelves, the liquor bottles will be arranged like spectators overlooking a fierce bullfight, painted as a large mural below while rock ‘n‘ roll music plays in the background.
Plans call for a freestanding frozen daiquiri bar selling drinks to guests on the go and a clothing and souvenir shop. The boutique will specialize in men’s and women’s shirts, women’s logo-embroidered jean shorts and capris with the signature “T” on the back pocket.
“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 June 18, 2008
Jena Atchison, manager Segment Marketing, Southwest Airlines
Photo, video: Southwest Airlines
Southwest Airlines marketing executives hope to win new customers from among Spanish speaking Latinos in the United States with Relax!, a newly launched Spanish language television campaign scheduled to air from early June until the fall season 2008. In the past10 ten years, the company has released eight Spanish language ad campaigns with the help of its agency. Scroll down to watch two of the Southwest Airlines Relax! ads in Spanish.
The Relax! commercials, designed to promote hassle free travel, will run on Univision, Telemundo, and Azteca networks. The title Relax! was designed to show prospective customers that Southwest understands the difficulties travelers may have before a vacation and how the airline can provide “a better environment so that customers can start a great relaxing journey.” The campaign was created by Dieste, Harmel and Partners.
The Relax! ads were shot in various locations over two days in Mexico City. Although airline representatives do not have data on the number of Hispanic customers they serve, they are evaluating metrics to allow them to determine those numbers in the future. In 2007, Southwest spent almost 18 million on Spanish language television ads, slightly more than the previous year according to Nielsen Monitor-Plus.
“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
The company has launched Spanish language campaigns in the past to promote low fares and affordability. Marketers hope the new campaign will position Southwest among Hispanics as an approachable airline that understands and respects them. The company wants to let Hispanic customers know that employees do “whatever it takes to provide them with friendly service and a pleasant experience.”
“At Southwest Airlines we believe in giving our customers the freedom to fly, access to low fares, and excellent service. Our campaign demonstrates the accessibility of our airline with a clear message of hassle-free travel,” said Jena Atchison, manager Segment Marketing for Southwest Airlines.
Dallas based Southwest Airlines serves 64 cities in 32 states. Southwest operates more than 3,400 flights a day and has more than 33,000 employees system wide. Southwest boasts of premium all leather seats and extra legroom with a young, all-Boeing 737 fleet. According to promotional materials, Southwest is fee averse; the airline has no first or second checked bag fees, no change fees, no fuel surcharges, no snacks fees, no aisle or window seat fees, no curbside check-in fees, and no phone reservations fees.
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 June 16, 2008
Alberto Oliva, editor-in-chief, Ser Padres
Photo: Meredith Corporation
A podcast interview with Alberto Oliva, editor-in-chief, Ser Padres is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses the magazine with Elena del Valle, host of the HispanicMPR.com podcast.
Alberto joined Meredith Corporation, the parent company of Ser Padres, in October 2001 bringing more than 30 years of experience with Hispanic media as an editor, journalist and author. Ser Padres is Meredith’s parenting magazine for Hispanics launched in the fall of 1990 and one of the largest Spanish-language consumer magazines in the United States.
Prior to joining Ser Padres, Alberto was associate editor for People en Español from 1998-2001, U.S. bureau chief for Editorial Atlantida from 1984 to 1998 where he first began his career in 1970 as a journalist. During this time he also served as a reporter and journalist for the Associated Press in New York from 1976-1978.
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
Alberto authored two books, Magazines that Make History published August 2004, and In Vogue, A visual history of the most influential fashion magazine in the world published October, 2006. He has a master’s degree in Communications from the Instituto Nacional del Profesorado in Buenos Aires, Argentina.
A resident of New York City, he has been a visiting professor at the University of Salamanca in Spain from 2005 to 2008, at Stanford University in California from 2005 to 2007, and at New York University in New York in 2006. He is fluent in Spanish, French, Italian and Portuguese.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Alberto Oliva” click on the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your iTunes program listed under the “advanced” column. The podcast will remain listed in the June 2008 section of the podcast.
“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 June 12, 2008
A Hispanic Youth Symposium website – click on image to enlarge
Photos: The Hispanic College Fund
Last week, the Hispanic College Fund launched seven regionally-focused websites dedicated to its annual Hispanic Youth Symposia taking place this summer. Each website is designed to provide an online forum for local communities to support their Hispanic Youth Symposium (HYS) by informing visitors about community partners and sponsors, and providing instructions on how to donate and volunteer.
Representatives of the Hispanic College Fund, established in 2004, hope to reach a national audience of 8,000 people. They are promoting the websites through a press release distribution, on the organization’s upcoming e-newsletter targeting 125,000 past scholarship applicants, and on Facebook.
In 2008, the Hispanic College Fund will offer a symposium in seven cities: Fresno, California; Phoenix, Arizona; Albuquerque, New Mexico; Washington, DC; Baltimore, Maryland; Fairfax and Richmond, Virginia. Organizers plan to expand the program to four or more cities in Southern California and other regions in 2009. Fund representatives believe that 1,400 students, participants in each of the seven 2008 Hispanic Youth Symposia across the nation, will directly benefit from the websites.
The websites provide information for students including how to apply for symposia that are still open and who to contact. There is also information on year-round programming that follows HYS, answers to frequently asked questions, an interactive national map and details about activities like workshops on business etiquette and resume writing. Visitors may also join the Hispanic College Fund’s list serve.
Lisa Sandoval, director of Communications, Hispanic College Fund
“The Hispanic College Fund believes that community involvement is the key to success for our Hispanic Youth Symposia,” said Lisa Sandoval, director of Communications for the Hispanic College Fund. “These websites embody our community-oriented focus on local students. Both fun and functional, the sites let local communities see that the Hispanic Youth Symposium is their very own.”
“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”
Idalia Fernandez, president, Hispanic College Fund
“A heavy investment has been made in these sites because the Hispanic College Fund recognizes the power of creating positive change at the grassroots level,” said Idalia Fernandez, president of the Hispanic College Fund. “With students getting much of their information from social networking sites like Facebook, we want these sites to be just as exciting while providing substantial information for all students, as well as the community at large. In fact, the websites include a link to a Hispanic Youth Symposium Facebook Cause, where students can obtain information about college and career opportunities posted by their peers.”
The Hispanic Youth Symposium Program is dedicated to creating a pool of Hispanic high school students focused on attending college and securing professional careers. Ideal participants are Hispanic high school students who live in one of the seven cities and surrounding counties where this year’s symposia will take place; have a GPA of 2.5 or higher; and will be a sophomore, junior, or senior next year.
During the initiative, 200 students travel to a local college campus for a three-night, four-day program. The short term goal is for students develop a network of like-minded peers, connect with role models and mentors, learn about resources that will earn them a seat in college, compete for scholarships, and develop long-term career vision.
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
More than 100 community volunteers assist with on-site coordination while businesses provide sponsorships, speakers, mentors, and recruiting opportunities. Representatives from various colleges present sessions on college preparation and admission. Following the symposium, participants may have access to additional information and resources to further their college bound goals. Funding is based on donations from individual donors and corporate sponsors, including companies such as Sallie Mae, Lockheed Martin, and Google.
“We still need funding for 400 of the 1,300 students attending symposia this summer. We are currently launching a Match Campaign in which an anonymous donor will match a percentage of the total amount we are able to raise in order to fund these 400 students,” said Sandoval.
Founded in 1993, the Hispanic College Fund is a non-profit organization based in Washington, D.C., with a mission is to develop the next generation of Hispanic professionals. The organization has provided scholarships internship and mentoring programs for students throughout the United States and Puerto Rico. The Hispanic College Fund has an annual budget of $6 million and 20 full-time employees.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
Posted by Elena del Valle on June 11, 2008
Jacob Lozada, board member, AARP
Photo: AARP
Some Hispanics feel the impact of recent economic hardships more harshly than other groups, according to a recent 32-page report prepared by Gerard Rainville and released by the American Association of Retired People (AARP). The findings are based on a national telephone survey, in English and Spanish, of 1,002 adults 45 years of age and older conducted by Woelfel Research, Inc. between April 12 and April 23, 2008. The individuals selected were part of a nationally representative sample that included 400 Hispanics. Researchers generalized their findings by including an oversample of Latino respondents.
The survey, The Economic Slowdown’s Impact on Middle-Aged and Older Hispanics, part of AARP’s examination of how Americans 45 and older are faring through economic difficulties, found that 86 percent of Hispanics 45 and older who were surveyed said the economy is in fairly bad or very bad condition, and 82 percent said it is getting worse.
“The current economic downturn is forcing many in the Hispanic community to take very difficult choices between their immediate needs and long-term financial security,” said Jacob Lozada, board member of AARP.
The AARP study led researchers to conclude that two-thirds of all Americans 45 and older are having a harder time paying for food, gas and medicine. At the same time, they concluded four in five Hispanic respondents (80 percent) are struggling to afford daily necessities.
“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”
The researchers also believe middle aged and older Hispanics are more likely than the general population of people 45 and older to have difficulty paying their mortgage or rent (41 percent to 26 percent), and paying for educational expenses (32 percent to 19 percent). AARP representatives also believe Latinos are suffering more acutely as a result of the high foreclosure rates. Forty-one percent of respondents to the survey said they are feeling concerned about losing their home and 77 percent said they worry about the safety of neighborhoods with many foreclosed homes.
AARP representatives believe economic pressures are forcing middle-aged and older Hispanics to make difficult choices that could have dire long-term consequences. One third of the 400 individuals surveyed by phone said they had stopped depositing money into a 401(k), IRA or other retirement account, and more than 26 percent said they are prematurely raiding these savings accounts. Twenty–two percent of those surveyed said they are cutting back on medications and 31 percent said they have postponed paying some bills.
“We are going to feel the effects of this economic crisis for many years to come,” said Lozada. “Raiding your nest egg has a compounding effect because that money is not allowed to grow at a time when you have fewer working years to make up the losses.”
On the other hand, many of those surveyed said they are spending cautiously, spending less on entertainment and eating out (71 percent) while 62 percent are postponing travel plans and major purchases. About one quarter of respondents said they postponed retirement plans and 23 percent said they are working more hours.
Many of respondents, 44 percent, helped a child with bills or expenses and 18 percent helped their parents in the same way. Fourteen percent allowed one of their children to move in with them for financial reasons and 5 percent allowed their parents to do the same. Ten percent of participants in the survey sought help from family, churches or charities.
AARP is a nonprofit, nonpartisan membership organization of 39 million people aged 50 and older. Two of AARP’s board members are Hispanic. According to the AARP website, in April 2007 1.2 million of the organization’s members were Hispanic.
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 June 10, 2008
Dining out preferences by ethnic group – click on image to enlarge
Photos: Mintel, Pizza Patron
According to a recent study, people are dining out less often because of economic hardships. At the same time, the study indicates growth in restaurants in the coming years will be the result of patronage from Echo Boomers (children of Baby Boomers) and Hispanic and Asian immigrants.
Studies indicate ethnic restaurant goers are more likely to seek exotic flavors. This is significant because some researchers believe the Echo Boom generation, many of which are immigrants or children of immigrants, will show the greatest increase in percentage of the overall population between 2002 and 2012.
A November 2007 study by the National Restaurant Association, indicates restaurant activity has fallen to its lowest level since February 2003 because customers are dining out less frequently. It is also noteworthy that 51 percent of restaurants surveyed expect economic conditions to worsen in the coming months. Mintel research from January 2008 indicates that 54 percent of people who dine out regularly are cutting back on restaurant spending because of the economy.
“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
Many Americans are eating out less often blaming their decision on the skyrocketing price of fuel and increases in many consumer goods including food, as well as the boom in home foreclosures and the recession. Seventy percent of consumers who responded to the Mintel survey are attempting to save on meals by going out to eat fewer times a month instead of choosing cheaper entrees or dining at less expensive restaurants.
David Morris, senior analyst, Mintel
“People aren’t trading down for cheaper or lower quality food; they’re just trading out,” said David Morris, senior analyst at Mintel. “Especially when you consider the price of casual and fine dining, staying in can reduce costs significantly.”
Hispanics many not be surprised to discover that few Latino oriented selections were found among the national trends identified by Mintel researchers. The company’s executive summary indicates that “Although efforts to target the Hispanic community are notable, there is a lack of Hispanic taste-inspired menu items that would likely be a popular addition.”
A Pizza Patron restaurant
In general, adults 18 to 24 years old are the group most likely to say that they are spending more. Older adults, aged 45 to 54 are those most likely to cut back on spending. Hispanics respondents were the most likely to believe at home meals are healthiest. Sixty-two percent of Latino respondents believed “I could eat healthier if I ate at home instead of going to a restaurant;” compared to consumers overall (53 percent), white (51 percent) and black (54 percent) respondents.
The Mintel survey was weighted against the U.S. population to make it representative of the varied demographic groups For the purposes of this report, Mintel commissioned exclusive consumer research through Greenfield Online to explore consumer attitudes towards dining out. Researchers conducted fieldwork in January 2008 among a nationally representative sample of 2,000 adults aged 18 and older.
Mintel also analyzed data from Simmons Research, using the National Consumer Survey (NCS) which was conducted between May 2006 and June 2007. The results presented in the Mintel study are based on a sample of 25,375 adults 18 and older with results weighted to represent the U.S. population.
Founded in 1919, the National Restaurant Association is a restaurant industry business association. Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.
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 June 9, 2008
Maria Lopez De Leon, executive director, National Association of Latino Arts and Culture
Artist Laura Varela
Photos: National Association of Latino Arts and Culture, Laura Varela
A podcast interview with Maria Lopez De Leon, executive director, National Association of Latino Arts and Culture (NALAC), and Laura Varela, a San Antonio-based documentary film maker and media artist, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Maria and Laura discuss Latinos and the arts as well as NALAC and Laura’s work with Elena del Valle, host of the HispanicMPR.com podcast.
Maria has been with NALAC for over nine years and served as executive director for six years. She has been involved in all aspects of development and implementation of the organization’s programs and strategic planning.
Under her leadership, NALAC launched the NALAC Fund for the Arts, a grant program for Latino artists and organizations; completed production of a documentary series on Latino art and culture for the Public Broadcasting System; directed the convening of three national arts and cultural conferences and has lead the continued development of the annual Leadership Institute. She has also launched efforts to purchase a historic site to serve as NALAC’s national offices.
Maria has served as a panelist for the National Endowment for the Arts, City of San Antonio Office of Cultural Affairs, Houston Arts Alliance, City of El Paso Museums and Cultural Affairs and the Hispanic Heritage Arts and Entertainment Award. She was selected to participate in the Wallace Foundation “Leadership in Excellence and Arts Participation” (LEAP) program in 2005, and completed a peer mentorship program at the Mexican Fine Arts Center Museum. She has completed training in Technology of Participation group facilitation methods. In 2005, Maria received the Community and Culture award from San Antonio Cultural Arts, and in 2006 she was recognized with an award from Southwest Workers Network for her work and support of community in the struggle to achieve justice.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida.
Click here for your free copy of Emotional Branding
Laura is a San Antonio-based media artist, activist and educator originally from the U.S./Mexico border town of El Paso, Texas. Her projects are community-based and focus on issues of social justice and cultural preservation. She is a recipient of the Humanities Texas Media Arts grant for her current project As Long as I Remember: American Veteranos, which examines the legacy of the Vietnam War in the Chicano community from the point of view of artists.
This project was also selected for funding by Latino Public Broadcasting (part of the CPB Minority Consortia) and is in post-production with an intended PBS broadcast in 2008. Laura is developing raúlrsalinas and the Poetry of Liberation, a feature documentary about the life and times of Xicano poet and activist raúl r salinas. This program is also funded by Humanities Texas and Independent Television Service and the NALAC fund for the arts.
In San Antonio, her installation work has been exhibited by the Blue Star Art Space, The Esperanza Peace and Justice Center, Gallista Gallery, and the UTSA Downtown Art Gallery. She is an alumnus of the 2006 CPB/PBS Producers Academy, the 2006 NALAC Leadership Institute, and the 2003 NALIP/UCLA Latino Producers Academy. Her youth work in San Antonio includes organizations like the Esperanza Peace and Justice Center and the Guadalupe Cultural Arts Center, and KLRN. Artist residencies include Swarthmore College, Pennsylvanie, Art for Change, New York, New York. She recently returned from Hochschule Niederrhein, Monchengladbach, Germany.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Maria Lopez De Leon, Laura Varela,” 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 June 2008 section of the podcast archive.
“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”
Posted by Elena del Valle on June 5, 2008
LegalMatch website – click on image to enlarge
Photos: LegalMatch
LegalMatch has begun translating a few of the 4,000 pages on its legal matching website into Spanish with the goal of targeting Spanish speaking Latinos searching for legal advice, especially for immigration issues. So far the company has translated its homepage, intake processes for each category of law and some pages of its law library. Plans are in place to translate the remaining pages in the coming months.
“Finding the right lawyer in the United States is difficult enough if you speak English and know something about the law,” said Anna Ostrovsky, general counsel and co-founder of LegalMatch. “If you are not familiar with the United States legal system, and don’t speak English, it’s even harder. We created LegalMatch to empower consumers seeking the right attorney for their legal needs. Making LegalMatch available in Spanish was a logical next move for us.”
Five percent of the thousands of attorney members responded to a recent survey about their interest in Spanish language cases. Seventy-five percent of those who responded said they would be interested in receiving Spanish language cases; 44 percent said they spoke Spanish; and an 43 percent said they had Spanish-speaking staff members.
Anna Ostrovsky, general counsel and co-founder, and Laurie Ziffrin, CEO, LegalMatch
“We are very excited about the launch of our service in Spanish,” said Laurie Ziffrin, chief executive officer, LegalMatch. “Spanish is the primary language for about 15 percent of all U.S. residents. LegalMatch is proud to make its lawyer finding service available to this historically underserved group.”
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
“Our Spanish site launch is our first major outreach aimed specifically at the Hispanic community. Before the launch, we likely had many Hispanics using the site in English, but we do not track ethnicity as part of our intake,” said a company representative. “So, we had no way of knowing the race or ethnicity of any of our clients. Once a few months pass after the launch, we will be better able to answer this question, as we will know what percent of clients choose to use the Spanish intake as opposed to English.”
LegalMatch, based in San Francisco, California with offices in Los Angeles, and Austin, Texas, was established in 1999 as a website targeting small business owners and individuals seeking legal counsel. According to the company website, it operated in the 50 states. The company is owned by dozens of shareholders and has 80 employees.
Posted by Elena del Valle on June 4, 2008
2008 Latino Lifestyle Study cover
Photo: The Intelligence Group
Many researchers believe the U.S. Latino population will triple in size and account for most of the nation’s growth from 2005 through 2050. Much of that increase is attributed to young Latinos who are struggling with their self identity, aspirations, hopes and dreams. How can marketers understand Latino youth when these young people are still searching for their role in American society? Will future Latinos be integrated into the mainstream as many generations of immigrants have done before them or will they cling to their cultural heritage as their parents have in the past decades? No one knows for sure.
In an effort to reach marketers targeting this fast growing ethnic group, The Intelligence Group recently released the third annual edition of its subscription based study of Latino youth. The 2008 Latino Lifestyle Study was designed as a forecasting tool for marketers looking to understand the 14 to 34 year old Latino consumer.
The Latino Intelligence Report is 150 pages in length and is available in a hard copy as well as CD. To help their researchers find the pulse of the booming market segment, The Intelligence Group tapped Christy Haubegger. The report is divided into six distinct sections: Themes & Trends, Language & Identify, Attitudes & Behavior, Entertainment, Tech & Web, and Marketing & Retail. The cost for the report is $25,000 per subscription which includes a copy of the report and one customized presentation of the report findings.
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”
“Unlike their ancestors, young Latinos embrace technology, are predominantly bi-lingual, and are the leaders of both their families and their larger communities,” said Jane Buckingham, president of The Intelligence Group. “It is more important than ever for marketers to find ways to communicate with this growing demographic.”
The study is based on a telephone survey of 1,000 Latino youth in eight Hispanic markets, 1,028 online interviews conducted among 14 to 24 year old Hispanics. Telephone interview participants were recruited for age and gender balance, and interviews were conducted in the language of the participant’s choice by bilingual interviewers.
The researchers conducted online interviews nationwide, with quotas established by market and region to reflect the national Latino population. Online interviews were conducted, with respondents who self-identified as Hispanics, between November 30 and December 20, 2007.
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
Researchers also conducted focus groups and individual, in-person interviews with Latinos between 14 and 24 years of age in New York, Los Angeles, Miami, and Houston. They segmented the focus groups by age, gender and language. The Latino Intelligence Report includes attitudinal and behavioral comparisons to general market findings from The Cassandra Report, the company’s general market study that tracks attitudes and trends among young people. The Cassandra Report sample was generated from an online sample of 600 respondents ages 14 to 24.
Christy Haubegger, founder, Latina magazine
“Today’s young Latinos have one foot in each culture and feel very influential in both,” said Haubegger, who founded Latina magazine and Creative Artists Agency. “Marketers will have success if they embrace these notions and create campaigns geared toward culture, not language.”
According to promotional materials, the annual Latino youth study is made up of online surveys, focus groups, and in-person interviews. This year’s report identifies 10 themes the researchers believe will be useful to marketers: Bi-Dentity, The 40 Percent Perception, The American (Latino) Dream, Experience Economy, Flipping The Script, Social Connectors, Latinas Rising, Key Influencers, Mix Mash, Cautious Optimism; and identifies their favorite marketers in the segment. The report also provides an overview of the attitudes, behaviors and preferences the researchers identified among the young Latinos who participated in the study.
Some of the report findings shared by the publishers (the full report was not made available to Hispanic Marketing & Public Relations) include: The 40 Percent Perception, the belief by those surveyed that Latinos represent 40 percent of the United States overall market; Latinas Rising, the sense of empowerment young Latinas expressed in the study; Cautious Optimism, the researchers’ impression that the youth surveyed were optimistic and socially oriented; and Social Networking, the study subjects strong online presence which was identical to non Hispanics in the same age group.
The Intelligence Group is a market research, trend forecasting, and marketing consulting group focusing on Gen X, Gen Y, moms, teens, and tweens. The company, a division of Creative Artists Agency, also publishes the Cassandra Report, a lifestyle study of 14-34-year-old mainstream consumers and trend setters. Creative Artists Agency is a talent and sports agency that represents individuals working in film, television, music, theater, sports and video games, and provides marketing services to corporate clients.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on June 3, 2008
Kurt Pflucker, president, LAETV
Photo: LAETV
Relying on the belief that Spanish dominant Latinos living in the United States are eager to remain linked in some way with their countries of origin, Latinamerican Ethnic TV (LAETV) promotes Latin American networks in the United States; and offers United States companies ad space in 14 Latin American television networks.
The company recently added five networks to its existing inventory. The new networks are AYM Sports, MI CINE México, Televisa Michoacán, 22 México, and Once México. Ad rates start at $50 for 30 seconds in the segment between 4 pm and 7 pm and $80 for 30 seconds on prime time.
According to promotional materials, the company is the largest Latin American television network sales rep firm in the United States, covering 50 percent of available U.S. Hispanic network options. Ecuavisa can be seen in Chicago, Connecticut, Illinois, New Jersey, New York, and Washington DC. While in TV Colombia is available in Arizona, Connecticut, Florida, Indiana, Maryland, Massachusetts, Tennessee, Texas, Oklahoma, Rhode Island, Pennsylvania and Los Angeles, California.
“Without a doubt, we are the most qualified option for those advertisers seeking to establish brand recognition and to increase their products’ demand. We have definitely become the best connection between the media and the Hispanic communities originating from Mexico, Central and South America,” said Kurt Pflucker, president of LAETV.
“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”
LAETV offers to connect United States Latinos in touch with their roots while selling the concept to advertisers as a means to establish emotional ties to the Hispanic community and reinforce brand loyalty. LAETV represents entertainment, general information, sports and news networks, with direct broadcasts from Latin American countries. In addition to the five networks that were recently added LAETV has agreements with nine others: CANAL SUR, SUR Perú, TV Venezuela, SUR México, TV Colombia, Telefe, Ecuavisa, TV Chile, and CentroaméricaTV.
“We know very well each of the idiosyncrasies of the different groups that comprise the Hispanic community. We know what they watch, what attracts them and what they buy. Thanks to our varied and extensive portfolio, we offer our clients the possibility of a real closeness with these groups,” said Pflucker. “Although our signals are not yet measured by Nielsen, our clients continue to buy our networks because of the reaction of their audiences to the brand and during direct response campaigns that have proven to be successful.”
Latinamerican Ethnic TV (LAETV) was established in Miami in 2002. The company, which also has offices in New York and Los Angeles and 40 employees in the United States, is wholly owned by Jose Luis Valderrama and Pflucker. LAETV clients include, LAN Airlines, Spirit Airlines, Toyota, Lexus, Americatel and Western Union.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
