Posted by Elena del Valle on May 1, 2008
Limon y Sal clothing
Photos: Orange Clothing Co.
Beginning in May 2008, Kmart stores are expected to carry Limon y Sal, a new apparel brand designed for Hispanics. The line is distinctive because it’s designed for young Latinos and the packaging, hang tags, labels, stickers and graphics are in Spanish. The Limon y Sal line includes Spanish one liner tees with graphic designs and seasonal garments.
Sample lines include: “Por eso es que estoy caliente” and “No vine por ustedes vine por ellas y la cerveza.” In addition to the graphic tees, there are screen-printed woven shirts and polo shirts, hoodies, pants and shorts.
“We have a large number of our stores that are centered in the Latino community and we have a strong bond with the Latino community,” said Mike Sablowski, vice president, Menswear, Kmart. “We haven’t offered them apparel. We really think there’s a need for that.”
Limon y Sal Clothing
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
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The new line will be available in Kmart stores in 154 cities in 19 states and Puerto Rico. The items, made of cotton and cotton polyester blends, are manufactured in Asia and Latin America and priced between $13 and $25. Nestor Camacho, an employee of Orange Clothing and head designer of the Limon y Sal line, and his team designed the clothes.
Founded in 1999, Orange Clothing Co. is a Miami based private label importer, marketer, designer and distributor of clothes for young Latino men. Labels include Revolucion, Gallo Rojo, Red 1996, and Limon y Sal. The company has offices in China and Bangladesh.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
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Posted by Elena del Valle on April 29, 2008
The Texas ad
Photos, videos: Lapiz, H&R Block
Hoping to position their company among one of the largest minority groups in the country H&R Block marketers tasked an ad agency to help their company target Spanish dominant Latinos with television, out of home and radio ads. The idea was to establish the tax company as an expert and advocate for Spanish speaking Hispanic taxpayers. Although H&R Block has had Hispanic initiatives for the past 10 years, according a company representative, the market it has become an increasing priority and focus in recent years. Scroll down to watch two ad videos.
Executives at Chicago-based advertising agency Lápiz came up with the tag line “Estamos Contigo” (Spanish for we are with you) for the campaign which was rolled out in early January 2008. The ads appeared through early April across 13 markets: New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.
Although the actual production was accomplished in six weeks, producing the commercials took months of pre-production work, creative strategy and development on the part of 12 Lápiz staff members. Company representatives declined to disclose budget numbers. Nationally the company only purchased air space on Univision; they also purchased buys on Univision, Telemundo and Telefutura in some markets. The results please H&R Block.
“We are encouraged by the results we have seen so far. Our mid year read has shown growth in our brand awareness. In the past four years we’ve seen increases in our brand awareness and consideration in the Hispanic community and this year is no different,” said a company spokesperson.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
“Filing taxes can be stressful, and even more so for those born outside the United States who may not be familiar with this process,” said Sheila Dougherty, senior marketing manager of Multicultural Marketing at H&R Block. “Lápiz’s understanding of our business needs is reflected on the ‘Estamos Contigo‘ campaign, which is helping us reiterate to the Hispanic community that, at H&R Block, we have the resources and the expertise to serve and support them in their language of preference when it comes to taxes and other financial needs, all year-round.”
After being selected as H&R Block’s agency of record for the U.S. Hispanic market in April 2007, Lápiz created an original Hispanic advertisement campaign designed to align with the company’s general market “You Got People” campaign. The campaign features Horacio and Roberto, two Hispanic friends, using humor to bust the myths that Spanish speaking Hispanics may have about H&R Block.
The California ad
“When creating the ad campaign, we kept in mind H&R Block’s stance as the leader in the tax industry and a partner for the Hispanic community. At the same time, we wanted to bring a fresh perspective to something as serious as taxes in order to connect with Latinos in a more personal and humorous light,” said Laurence Klinger, chief creative officer at Lápiz.
Tailored to sub-markets, the billboards were designed to convey the company’s language capabilities and services. In the Los Angeles billboards, Horacio and Roberto, wearing black leather jackets and sunglasses like Arnold Schwarzenegger in “Terminator,” promise “Hasta La Vista, Taxes.” The Miami billboards showcases the two men sipping Cuban coffee with the statement and saying “Si Algo te Va a Quitar el Sueño, Que Sea el Café Cubano” (Spanish for “if you’re going to lose sleep, let it be over Cuban coffee.” ). In Dallas, Horacio and Roberto promise taxpayers that H&R Block will do their taxes “Sin Rodeos” (“without the run around”).
The Miami ad
The television spots emphasize the importance of having a qualified, Spanish speaking, bilingual tax professional with the latest training on recent tax law changes to guide the clients to file their returns. In one of the spots Horacio and Roberto, along with two flamenco dancers, let viewers know that professionals at H&R Block speak Spanish. The flamenco dancers sing “can you help me with my taxes, please?” and a tax professional sings back “but of course, have a seat.”
In another spot, Horacio and Roberto ask a stylist at a beauty salon to help them prepare their taxes. She takes the documents and converts them into paper-doll cut outs. Horacio and Roberto tell viewers in Spanish that not just anyone can do their taxes.
H&R Block Inc. has served more than 400 million clients since 1955 and generated annual revenues of $4 billion in fiscal year 2007. H&R Block provides income tax return preparation and related services and products via a nationwide network of 13,000 company-owned and franchised offices and online.
Lápiz clients include JP Morgan Chase, Coca-Cola, Hanes Apparel, the Interactive Advertising Bureau, Kellogg Company, McDonald’s of Chicagoland, H&R Block Procter & Gamble and Allstate. Lápiz, Spanish for pencil, operates independently within Leo Burnett Worldwide, a wholly owned subsidiary of Publicis Groupe.
Click on the play button to watch the hairdresser’s commercial:
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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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
Click on the play button to watch the flamenco ad
Posted by Elena del Valle on April 22, 2008
Percent by Ethnic Group Who Buy Green – click on image to enlarge
With everyone talking about green issues these days where does the growing Latino population fit in? Although there is insufficient in depth information to know for sure, it appears some Latinos share the concerns of the overall population about global warming and the environment. According to a couple of recent surveys, some concerned Latinos are willing to put their money where their mouth is and others may not be willing to do anything about it.
The market seems divided. While English dominant Latino youth with a strong online presence appear to mimic the pro green attitudes of youth across the country; Spanish dominant Hispanic families and older Latinos with a weak online presence may be more concerned with making ends meet and providing for their loved ones than with what may appear to be lofty goals they are unwilling or unable to support.
The dichotomy may be illustrated by two 2007 polls, the Green Living Report, a national online poll by Mintel, and Just the Facts: Latino Attitudes and the Environment, a state poll by the Public Policy Institute of California. While Latino respondents to the national online poll expressed willingness to support green initiatives; Latino respondents to the California phone poll demonstrated the most concern among their peers about air pollution but they were also the least supportive of measures to address the situation.
According to the December 2007 Mintel survey among 3,085 online English speaking respondents 18 and older, Asians were the most likely to buy green products and blacks were the least likely while Latinos were in the middle. Only 40 percent of Latinos said they buy green products always or almost always and 60 percent said they never or almost never do.
“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”
At the same time 49 percent of Asians, 35 percent of whites and 32 percent of black respondents claimed to buy green always or almost always. Likewise, 69 percent of black, 65 percent of white and 51 percent of Asian respondents said the never or almost never purchase green products.
“Like most Americans, Hispanics are becoming more interested in ‘green’ living. Our research found that Hispanics are especially concerned about pollution and are more willing than non-Hispanics to pay extra for environmentally-friendly products,” said Colleen Ryan, who wrote the Mintel Green Living Report. “When you look at tech-savvy, English-speaking Hispanics, this is especially true. Hispanics in this category tend to be ‘greener’ in both attitudes and behavior than non-Hispanics.”
Although Mintel selected its sample hoping to be demographically representative of the overall U.S. population, individuals who are not online were excluded from the survey, introducing a bias, especially among some racial and ethnic groups. Because the survey was conducted in English, it is not reflective of English-speaking Hispanics without Internet access. The views of Spanish dominant or Spanish preferred Latinos may differ.
At the same time, the Public Policy Institute of California statewide phone survey conducted in July 2007 among 2,500 adult residents of California and published in November 2007 revealed Latino respondents in that state are the most concerned about air pollution but the least willing to support measures to regulate and remedy the situation. The survey was conducted in several languages including Spanish. Almost half of Latinos respondents (45 percent) think regional air pollution is a big problem followed by blacks (36 percent), whites (29 percent), and Asians (24 percent).
Among survey respondents Latinos 72 percent said the effects of global warming are already happening compared to 66 percent of blacks, 65 percent of whites and 59 percent of Asians. Latinos and blacks were the least likely to support heightened fuel efficiency standards for auto manufacturers.
According the Master’s thesis of Angela Lopez published December 2005 at Texas A&M University, Texas Latino knowledge and attitudes toward natural resources and the environment, women are 1.5 times more environmentally aware than men. Also, respondents who supported a political candidate who valued the environment showed greater concern for the environment than respondents who supported a candidate who didn’t show environmental concern.
She also found that the higher the income of a student’s parents the more likely he or she was to express concern for the environment. At the same time, the higher a mother’s educational level, the less likely a student was to show concern for the environment. Her thesis was based on a survey of 635 college students.
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.
The Public Policy Institute of California is dedicated to “Informing and improving public policy through independent, objective, non partisan research.” The authors of Just the Facts: Latino Attitudes and the Environment are Mark Baldassare, Dean Bonner, Jennifer Paluch, Sonja Petek.
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 April 15, 2008
Zune home page – click on image to enlarge
Zune, MSN Latino and Remezcla.com will cross promote each other’s music in a new co-branded online platform scheduled to launch today, April 15. According to promotional materials, the new website will provide a forum for consumers to discover and purchase new music and artists, expanding the reach of the three partners among the Hispanic online community. One of the groups expected to have a prominent placement on the Zune Marketplace homepage and be artist of the month on MSN Latino in May is Belanova, a Mexican electropop band.
Denisse Guerrero of Belanova
“For artists it means getting maximum exposure through prominent sites and through a digital storefront,” said Denisse Guerrero, lead singer of Belanova. “We’re thrilled that we’re able to work with Zune to expose our music to fans through various online avenues.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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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 arrangement with MSN Latino gives Zune the exclusive naming rights to MSN Latino’s music channel, which will be rebranded as Zune Musica through 2009. The collaboration between Zune and MSN Latino will include all pages within the MSN Latino Zune Musica music channel including editorial, graphics, photos, in-page video, special-event coverage and sponsorships related to music, such as the Latin Grammys and Latin Billboard Music awards. The Zune-MSN Latino collaboration will include a Zune-branded artist of the month and links into Zune Marketplace for users who want to buy music of featured artists.
“Zune continues its commitment to Latin artists and to the Hispanic community,” said Javier Farfan, senior manager of Lifestyle Marketing for Zune. “Through these business arrangements, Zune will continue to offer Latino music lovers the artists’ information and industry content they care about through Zune, Zune Marketplace and the Zune Social.”
Javier Farfan, senior manager of Lifestyle Marketing, Zune
“Remezcla.com prides itself in introducing readers to new trends in Latin culture,” said Andrew Herrera, chief executive officer of Remezcla.com. “We are excited to partner with Zune as we both value the importance of enhancing the Hispanic online experience. As people discover new content, especially through music, they also can venture across content that interests and connects with them culturally. Partnerships like this with Zune help content on our site reach new audiences, and that’s key as we expand into new markets.”
Through the Zune and Remezcla.com partnership, Zune will be the exclusive portable music device and online music store for Remezcla.com users. Additional Remezcla.com resources will include exclusive content, integrated Zune branding and promotions through 2009. Online users will be able to venture across sites, download music and join Zune Social, a social networking music community.
Launched in New York City in 2006, Remezcla.com is a network of bilingual sites showcasing local Latino and Latin American cultures, local and international trends in Latin music, visual arts, film, nightlife, and events. Remezcla.com plans to expand to Chicago, Los Angeles, Miami and San Francisco; and to partner with other online and social networking sites including MySpace Latino.
Zune is Microsoft’s music and entertainment brand that includes a line of wireless digital media players, the Zune Marketplace online store, and Zune Social online music community. Founded in 1975, Microsoft is a leader in software products.
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”
Posted by Elena del Valle on April 10, 2008
Cañita Hibisco Chucho t-shirt
Photo: Chucho
Beginning in March, MexGrocer online customers can purchase Latino themed 100 percent cotton t-shirts for men and boys from the Chucho brand. They can choose from three vintage designed styles in medium and large sizes for $20.
The styles are Canel’s Blanco Y Negro with Rafael Martinez, Cañita Hibisco and Roma. Canel’s is a brand of Mexican chewing gum and Rafa Martinez is a NASCAR driver. Cañita Hibisco is an Aguas Frescas beverage brand; and Roma is a laundry soap brand in Mexico.
“We have never sold apparel on line and feel the Chucho brand complements our product assortment,” said Hernandez, Jr. “We think the Chucho brand will do well; it is something unexpected yet curiously familiar.”
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
Molly Robbins Chucho creator
Molly Robbins, a Mexico City native, created Chucho with the slogan Esta marca es para ti (Spanish for this brand is for you). To launch her clothing lines, she secured exclusive rights to use trademarks and vintage art from some Latino companies.
“I am so thrilled to be partnering with MexGrocer.com,” said Molly Robbins. “They get an enormous amount of traffic on their site and we are lucky to be part of it.”
Chucho incorporates black and white and colorf graphics and logos from beverages, confections, cement companies and tire manufacturers. Robbins launched Palomita, a similar line for women and girls, in 2007.
Founded by Ignacio Hernandez Sr. and Ignacio (Nacho) Hernandez Jr. seven years ago, San Diego based MexGrocer.com is an online seller of Mexican products and food.
“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. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
Posted by Elena del Valle on April 9, 2008
Catarino Lopez, chief creative officer of Bromley Communications, LLC
Photo, video: Bromley Communications, Burger King
Whopper Superiority “Extranjerismo,” a 30-second Burger King television commercial in Spanish, may be the reason Whopper purchases increased recently. Because the Whopper is a 50 year old product, Burger King and its ad agency consider the increases noteworthy. The ad was one of several entries recognized by the Miami Ad Federation in the Television, regional and national TV Silver ADDY category. Scroll down to watch the ad.
A project of Bromley Communications for Burger King, the ad aired January 2008 and February 2008 on MTVtr3, Fox Sports en Español, Discovery, Galavision, Mun2, Telemundo, Telefutura, Univision, and TV Azteca. The project took the team four weeks to create and three months to produce. The commercial itself was shot in one day and post-production lasted an additional month. Bromley representatives declined to disclose the project budget.
“We’re glad that our work for Burger King is recognized by the Miami AdFed and that Bromley’s creative presence in Miami continues to be established,” said Catarino Lopez, chief creative officer of Bromley Communications, LLC.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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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 target audience was Spanish Preferred Hispanic males 18-49, particularly males who visit fast food hamburger restaurants nine or more times each month. The advertising agency noticed increases of 6 percent and 3 percent for Whopper Sandwiches and Whopper Combo Meals respectively in Hispanic designated restaurants during the two-month promotional period. The company also attributes an increase in overall Average Annual Restaurant Sales of 4 percent for the quarter to the commercial.
This year, the Miami chapter received 703 entries and presented awards to 336 of them. Jorge Ulla, partner and chief ideation officer, d expósito & Partners, LLC; Aaron Alamo, associate creative director, The Vidal Partnership; Martin Cerri, associate creative director, Grupo Gallegos; and Juan Domínguez, associate creative director, The Vidal Partnership were the judges for the awards. According to an ADDY spokesperson, the system in Miami does not differentiate between English and Spanish entries and the organization doesn’t know the exact number it received of each. In the past, about 50 percent of the entries have been in Spanish.
The American Advertising Federation receives more than 60,000 entries annually and the ADDY Awards, one of the world’s largest advertising competitions. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. The Miami chapter has 220 members.
The ADDY Awards is a three-tier system, with competition beginning at the local level. Local Gold ADDY winners automatically move on to the district-level competition. From there, Gold winners move on to compete at the national level.
Headquartered are in San Antonio, Texas, Bromley Communications is an integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. Bromley received 24 ADDY awards from the Miami chapter and 178 ADDY awards from the San Antonio chapter of the AAF.
Posted by Elena del Valle on April 8, 2008
Jay Janecek, Michelle Lopez Negrete, Alex Lopez Negrete and Bill Courtney
Photo: Lopez Negrete Communications
Lopez Negrete Communications, a Hispanic owned and operated agency specializing in Hispanic marketing, established the Lopez Negrete Hispanic Marketing Education Fund, an annual scholarship to benefit students who want to pursue a career in Hispanic marketing or advertising. The $20,000 fund will present one $2,000 award per year.
The first award announcement is expected in May 2008. The Advertising Education Foundation of Houston (AEFH) and the charitable foundation of the American Advertising Federation of Houston (AAF-Houston) provided support for the establishment of the fund.
“Cathy and I established the Lopez Negrete Hispanic Marketing Education Fund to fuel and protect the future of our industry,” said Alex López Negrete, president and chief executive of Lopez Negrete Communications. “The greatest legacy we can leave behind is that of providing opportunity for the enrichment and training of the industry’s innovative minds of tomorrow. We believe we have a responsibility to contribute to the leaders of tomorrow.”
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
“I think it recognizes formally the Hispanic audience and the importance and need to grow professionals to help companies take advantage of one of the largest markets in the United States,” said Bill Courtney, chairman of AEFH. “We are lucky Lopez Negrete selected us and recognize Houston is an important area in this field. We have invited faculty and administrators of the participating universities to take part in identifying potential students who could qualify for the first Lopez Negrete Hispanic Marketing Education Fund scholarship to be awarded in the spring of 2008.”
The Lopez Negrete Hispanic Marketing Education Fund will award one annual scholarship to select recipients with strong potential for success in advertising, marketing, communications, radio/television, media studies, marketing research or other related fields. The scholarships will be available at four universities: University of Houston and St. Thomas University in Texas, Emerson College in Massachusetts and Florida State University in Florida.
“Our vision is to empower future advertising executives with the means to further their education and cultivate their passion for this industry. Allowing students the opportunity to grow in our environment is the best investment we can make. Ultimately they will be the ones who shape the future of our industry,” said Jay Janecek, chairman of AAF-Houston.
Scholarship recipients will be selected, along with scholarship recipients for other programs, by 15 individuals, mainly the AEFH Board of Directors and one representative from the Greater Houston Community Foundation. The guidelines for the Lopez Negrete Hispanic Marketing Education Fund scholarships were established by Alex and Cathy López Negrete.
Candidates for scholarships must have financial need; be of junior, senior or graduate standing; be focused in and with a specific interest in Hispanic marketing and advertising; and have a 3.25 grade point average in his or her major with a 2.75 overall grade point average. Students willing to participate in an internship at Lopez Negrete Communications will be favored.
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”
Posted by Elena del Valle on March 27, 2008
Mark Carr and Octavio Sacasa
Photos: CMG Partners
Competition for Latino retail banking customers and the number of players competing for those customers is increasing, according to a 21-page white paper published by CMG Partners last month. In “Innovative Approaches to the Hispanic Retail Banking Market How retail banks are capitalizing on the Hispanic market opportunity” Mark Carr, partner, CMG Partners, and Octavio Sacasa, manager, CMG Partners, the authors of the white paper, address the issue.
The 2008 report, with 14 color graphics, looks at Latino identity and acculturation; differences between U.S.-born and foreign-born Hispanics; location of the Latino population and recent domestic migration patterns; economic power; players in retail banking and qualitative competitive analysis of 11 companies; a possible Hispanic lifetime model for banking; segmentation and related issues including remittances; and opportunities and challenges.
To reach their conclusions, Carr and Sacasa conducted secondary research and analysis of existing data sources, including the U.S. Census. They also based their conclusion on a 2004 white paper authored by Blair Kendall, former director, CMG Partners, and Carr; and the experience of their firm and team members working on initiatives in the Hispanic market.
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 competion with “Hispanic Projections”
They believe that the Hispanic population is becoming less geographically concentrated and new markets are emerging as important growth opportunities; U.S. born Hispanics represent the primary growth driver, which is leading to a more acculturated and nuanced market; and within an already heterogeneous market, economic and demographic shifts are giving rise to new segments such as the Hispanic mass affluent.
Carr and Sacasa concluded that in order to remain competitive bankers must take the initiative and establish focused strategies for the various market segments. They also believe banks must focus on the long term and anticipate future trends to capture Latino consumers.
CMG Partners, LLC, a North Carolina based marketing consultancy company, was established in 1998 and has consultants in Washington DC, New York City, and Boston. CMG Partners is an independent, privately-held strategic consulting firm owned by three partners.
Carr has focused on market plans and segment entry strategies for companies for more than a decade. Recently, he has led project teams assisting a Latin American telecommunications provider and a leading financial institution identify and size opportunities in the Hispanic market. Sacasa, who is originally from Nicaragua, assists clients to develop business and marketing strategies. Prior to joining CMG Partners, he developed Hispanic focused customer acquisition and retention initiatives at DIRECTV and Citi-Smith Barney.
“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 March 18, 2008
Rissig Licha, managing director of FH Hispania
Photos: FL Hispania
Education and healthcare are top priorities for Hispanic respondents of a nationwide study by NuStats released recently by FH Hispania. “Confianza: Hispanic Trust Pulse” also indicates respondents consider teachers and schools a leading source of information (54 percent) followed by different sources of media (a combined 39 percent).
“In general, Hispanic adults are very family-centric, so the focus on education and childcare is not a surprise. But what is particularly noteworthy is that the interests of second-generation Hispanics begin to more closely mirror the interests of non-Hispanics,” said Rissig Licha, managing director of FH Hispania.
NuStats conducted the national poll by phone among 1,000 respondents, including 250 non Hispanics and 750 Hispanics in the second quarter of 2007 and released the results in early 2008. Survey participants had the option of replying to questions in English and Spanish according to their preference.
“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”
NuStats researchers concluded that family is at the top of the list in importance to Latinos although the priority varies depending on the respondents’ time in the United States. First generation Hispanics who participated in the study placed education, child care, and crime and security uppermost among their priorities; while second generation Hispanics seemed most concerned with access to healthcare, education and crime and security.
The study also indicates that topic experts, media, friends, and family, in that order, are the most trusted sources on the top 10 issues of interest among Hispanics. Non Hispanics who participated in the study valued education, and crime and security among the top three topics of interest. Access to healthcare, religion, nutrition and fitness, money and financial planning placed more prominently than they did for Hispanics.
Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania
“When planning communications programs for our clients, it is important to know not only what issues matter most to Hispanics but where they go to obtain information about those topics,” said Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania. “This research helps us identify the role that media and other influencers play in that dynamic.”
NuStats, a wholly owned subsidiary of PTV AG in Karlsruhe, Germany, specializes in scientific research on social issues and components of quality of life and consumer market behavior. Company researchers strive to measure and provide understanding of attitudes and motivations, behavior and propensity to change it, revealed and stated preferences, and underlying drivers of opinion and choice.
FH Hispania is a group of 25 bilingual and bicultural Fleishman-Hillard Hispanic communications professionals located in 10 United States communities. Fleishman-Hillard is part of Omnicom Group Inc., an advertising, marketing and corporate communications company.
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 March 13, 2008
Siesta Tees t-shirt
Photos: Siesta Tees
Greg Sanchez started his company by adding Latino beliefs and Spanglish phrases on t-shirts as a hobby a year ago. Now Siesta Tees, a small Hispanic owned business based in San Antonio, Texas is selling 50 products with Latino themed designs through its online portal. In addition to t-shirts for adults and children, Siesta Tees sells infant clothes, mugs, aprons and caps divided into four lines: home, family, youth and Ojo.
For the sayings Sanchez mixes Latino folklore, beliefs and sayings passed on from grandparents to create a product line meant to fill a void in the main stream Latino market and meet the company motto, creating laughs one tee at a time. Sanchez’ inspiration for the sayings comes from watching his family and friends in their daily lives. Siesta Tees phrases include “Stop the violence – hit a piñata,” “I love abuela,” “I think the chupacabra is under my bed” and “Don’t make me use my chancla.”
Siesta Tees t-shirt
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
“Our first t-shirt was made just for fun, it was our Touch me before you give me Ojo design. We began getting sales from our online store without any paid advertising and no paid marketing. All our marketing was very basic: forums, blogs and word of mouth,” said Sanchez, owner and founder of Siesta Tees. “Creating a funny, hip, cute Hispanic themed clothing line was a no brainer. We focused strictly on the main stream Latino market. After, much research we found that the Latino population is the fastest growing, but the main stream Latino community was still under served.”
He relies on a fulfillment company to manufacture and ship the products directly to his customers. Prices range from $12.99, for an infant bodysuit, to $19.99 for a ringer t-shirt.
According to Sanchez, the online shop offers a 30-day return guarantee and a toll free customer service line. He hopes local stores will soon carry his products, allowing customers to purchase them at retail outlets and online.
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”
