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
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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 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”
Posted by Elena del Valle on March 12, 2008
Jorge Restrepo, CEO and principal researcher of EurekaFacts
Photo: EurekaFacts
A Maryland company, EurekaFacts, recently released a Hispanic demographic segmentation system developed from a sample of 150,000 Hispanic households they consider representative of the 12 million Latino households nationwide. With Seg-men-tos, the new system, the company promises future clients detailed Hispanic consumer market information. EurekaFacts representatives plan to update the database every year.
The new system features nine segment groups; each segment ranges between two and five million people with similar characteristics such as language preferences, affluence, geographic region, cultural heritage and life stage. Seg-men-tos is modeled after segment clustering systems such as Claritas’ Prizm and ESRI’s Community Tapestry.
“By knowing how to identify the distinct demographic attributes of Latinos, market by market and zip code by zip code, marketers and strategic communicators can now target the right audiences and craft their message to the fragmented Hispanic market in the U.S.,” said Jorge Restrepo, CEO and principal researcher of EurekaFacts. “Seg-men-tosSM offers a complete profile of most Hispanic households, giving organizations the data they need to reach defined sub groups and improve or initiate customer relationships.”
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Promotional materials indicate the Seg-men-tos Hispanic demographic data set can be loaded to a workbook. The system also includes customer profiling services, direct marketing lists, market reports and custom surveys. Pricing for the new system single user starts at $895 for an indefinite license.
It provides reports, charts and maps using a who, what, where and how sequence to analyze behavioral profiles, lifestyle correlations, market potential, target concentration and media preferences. ESRI, a provider of geographic and demographic information systems, will supply population projections to EurekaFacts.
EurekaFacts LLC is a market research and analysis firm that specializes in geo-demographic profiling and customer segmentation with an understanding of the Hispanic market. The private-held company was established in 2003 in Rockville, Maryland.
“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 11, 2008
Jeffrey Julin, APR, chair, PRSA and Elena del Valle, MBA
New York and Boca Raton, Fla. March 11, 2008 – Hispanic Marketing & Public Relations (HispanicMPR.com) https://www.hispanicmpr.com/, an online forum and audio podcast for the exchange of information and ideas on Hispanic marketing and public relations, and the Public Relations Society of America, (PRSA) http://www.prsa.org/, recently announced a cross-promotional event partnership agreement for 2008. Under that agreement, the two organizations will exchange access to information and registration materials for some 2008 PRSA events.
“This joint effort offers our members an excellent opportunity to gain a better understanding of how to engage diverse communities in both communications and collaboration,” said PRSA Chair and CEO Jeffrey Julin, APR. “It also is a demonstration of PRSA’s commitment to the wide interests and areas of expertise of our members.”
The three PRSA events that will benefit from additional Hispanic market exposure are the Health Academy’s 19th Annual Conference conference.html to be held April 2-4 in Chicago, Ill., Counselors Academy Spring Conference to be held May 18-20 in Naples, Fla., and the PRSA International Conference http://www.prsa.org/conf2008/ to be held Oct. 25-28 in Detroit, Mich.
“We’re excited to work with PRSA for the second year in a row,” said HispanicMPR.com Editor Elena del Valle, MBA. “It’s a wonderful opportunity for both organizations to expand our reach and offer richer content alternatives to our audiences.”
Started as a companion Web site for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95); HispanicMPR.com features original content, including downloadable expert presentations https://www.hispanicmpr.com/resources/hmpr-products/, daily articles and weekly podcast audio interviews. Visitors may sign up for e-mail updates, search the Web site for Hispanic market information, and watch videos and listen to podcasts online, as well as download them for convenient listening on their MP3 or iPod players.
The Hispanic Marketing & Public Relations book was a 2006 Choice Outstanding Academic Title, the first title in its category to be selected for the prestigious recognition. The book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics contributed fifteen chapters to the book.
The Public Relations Society of America, headquartered in New York City, is the world’s largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 109 chapters nationwide and 19 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 291 chapters at colleges and universities throughout the United States and one chapter in Argentina.
Posted by Elena del Valle on March 5, 2008
New discount dental plan Spanish language website – click on image to enlarge
Photo:DentalPlans.com
DentalPlans.com, an online marketer of discount dental plans, launched a Spanish-language version of its main website in January 2008 hoping to capture part of the growing Spanish dominant consumer demographic. The new website also includes information on the main differences between discount dental plans and dental insurance, discount plan details, translations of testimonials from plan members and frequently asked questions.
The new portal offers 279,000 Spanish language pages of the company’s 556,000 English language pages. It has information about 30 national and regional discount dental plans provided by 100,000 dentists. Company representatives were unable to provide an estimate of Spanish speaking dentists in their network.
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”
“PlanesDentales.com was created to offer Spanish-speakers an online experience that is virtually identical to DentalPlans.com,” said Josh Babyak, co-founder and chief executive officer of DentalPlans.com. “We’ve always given consumers the freedom to choose the discount dental plans that best suit their needs; now, they can compare and choose plans in Spanish and English.”
In addition to a press release announcement, the company will promote the new website to its network of affiliates and brokers; they have access to Spanish-language marketing materials, including website templates, web banners, emails, flyers, and rack cards.
DentalPlans.com’s third party marketing partners are expected to promote the Spanish language website via emails in Spanish. Also, the company hopes to establish partnerships with Spanish-language websites and membership-based groups; and promote the new website online through Search Engine Optimization and Pay-Per-Click campaigns in Google, Yahoo and MSN.
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
- The 16 million Latino online users
- Types of online access among Hispanics
- Latino online user language preferences
- What they do online
- Usage by age
- Income levels among Hispanics who visit the Internet
- Internet use by Hispanics
Click here for information on “Search Engine Marketing to Hispanics”
According to promotional materials, the DentalPlans.com dental plans offer between 10 percent and 60 percent discount on dental services like checkups, cleanings, braces, and cosmetic dentistry. Discount dental plans do not have annual limits, health restrictions or many other restrictions usually associated with dental insurance.
In Chicago, the company offers Sonrisas Plan Dental, a regional discount dental plan designed to increase access to dental care for Hispanic children and adults through specially discounted fees and access to Spanish speaking staff at dental offices whenever available.
DentalPlans.com, incorporated in 1999 in Florida, is owned by Babyak and George Michaelides, who is co-founder and president. The company employees a staff of 100 and has two offices, a corporate office in Dania, Florida and a Consumer & Member Services Department office in Des Plaines, Illinois.
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 4, 2008
Latino Democratic Vote in 2008 Super Tuesday Elections – click on image to enlarge
Photo: Pew Hispanic Center
A report based on an analysis of Super Tuesday exit polling data in 16 states about Hispanics from Edison Media Research and Mitofsky International, the firm that conducts exit poll surveys for the National Election Pool, a national consortium of media organizations, indicates Latinos voters could play a deciding role in the selection of a primary Democratic candidate.
Could Latino voters tip the balance in the electoral competition between Hillary Clinton and Barack Obama? Young Latinos seem to be as enthusiastic about Obama as other young people. A string of straight victories for Obama makes the findings of the report ever more important since Clinton’s presidential hopes will rely heavily on the results of the Texas primaries and about one third of Texans are Hispanic.
“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”
According to the authors of the report, Latinos have already influenced this year’s primaries and caucuses. At the same time Latinos’ share of the Democratic primary vote increased in 12 of the 15 states for which researchers had exit poll data. In the Super Tuesday primaries February 5, 2008 Latinos voted for Clinton (63 percent) almost twice as often as they did for Obama (35 percent).
In California, 30 percent of the voters were Latinos (compared to 16 percent in 2004) and they voted for Clinton by a greater margin than other voters in the state. This year, Hispanic voters have been younger compared to other ethnic groups. More than 20 percent of Hispanic voters on Super Tuesday were 17 to 29 years old, and more than 50 percent of Hispanic voters were younger than 45 years old. Only 33 percent of non Hispanic white voters in the Super Tuesday Democratic primaries were younger than 45.
Mark Hugo Lopez, associate director, Pew Hispanic Center
The report, published by the Pew Hispanic Center and written by Susan Minushkin, deputy director, and Mark Hugo Lopez, associate director, looks at the turnout, demographic characteristics, opinions and voting patterns of Latino voters in relation to the Democratic primaries and caucuses of 2008. Researchers also compared the voting patterns of mainstream, Latino and black voters as well as Latino turnout in 2008 and in 2004.
The Pew researchers aggregated the 16 exit polls and weighted them into a single dataset for each ethnic group voters. There were 1,809 Hispanic, 11,558 white non-Hispanic and 3,120 black non-Hispanic survey respondents. Data from the following 16 states was included: Alabama, Arizona, Arkansas, California, Connecticut, Delaware, Georgia, Illinois, Massachusetts, Missouri, New Jersey, New Mexico, New York, Oklahoma, Tennessee, and Utah.
Prior to working at Pew, Minushkin worked at the Centro de Investigaciones y Docencia Economicas (CIDE) in Mexico City, where she was a professor of international studies and director of an ongoing public and elite survey in Mexico on foreign policy and Mexican attitudes toward international issues. Prior to joining the Pew Hispanic Center, Lopez was research director of the Center for Information and Research on Civic Learning and Engagement (CIRCLE) as well as a research assistant professor at the School of Public Policy at the University of Maryland.
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”
