Posted by Elena del Valle on January 16, 2008
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Chart: Tomás Rivera Policy Institute
The Tomás Rivera Policy Institute (TRPI) at the University of Southern California estimates that 9.3 million Latino voters will vote in the 2008 presidential elections. That represents an increase of more than 1.7 million voters or 23 percent when compared to 2004. Institute researchers believe that even in states without a significant Latino presence such as Nevada, Pennsylvania, and Washington, there may be thousands of new Latino voters in 2008.
“As the U.S. Latino population surges, we are seeing increases in registration and voter turnout due to increased naturalization numbers by Latino immigrants beginning in the 1990s and Latino youth coming of voting age” said Harry Pachon, Ph.D., president of the Tomás Rivera Policy Institute.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
The potential impact of a Latino voting bloc is particularly high in states with large concentrations of Latinos. For example, in California, 3.1 percent of Latino voters can result in a 1 percent change in the state’s presidential election results. In Florida, 4.5 percent of Latino voters can create a 1 percent statewide shift in the vote.
“Even with such substantial increases, Latinos must significantly increase their rates of registration and voting in order to influence the election’s results,” said Rudy de la Garza, vice president, TRPI.
Founded in 1985, the Tomás Rivera Policy Institute (TRPI) advances informed policy on key issues affecting Latino communities through objective and timely research contributing to the betterment of the nation. TRPI is an affiliated research unit of the University of Southern California School of Policy, Planning, and Development and is associated with the Institute for Social and Economic Research and Policy at Columbia University.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
Posted by Elena del Valle on January 14, 2008
Liria R. Barbosa, research director, C&R Research
Photo: C&R Research
A podcast interview with Liria R. Barbosa, research director, C&R Research is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Liria discusses Hispanics’ perspectives on advertising with Elena del Valle, host of the HispanicMPR.com podcast.
Liria joined C&R in 2005 bringing with her tri-lingual and multi-cultural moderating and analysis expertise. A native of Sao Paulo, Brazil Liria spent several years studying and working in Mexico. At Cultural Access Group, as well as at Synovate, she was responsible for multi-ethnic qualitative studies focusing on U.S. minority, Latin America and Caribbean markets.
Liria has experience working with household cleaners, automotive, financial services, telecommunications, pharmaceuticals, alcohol beverages and health and beauty aide projects. She has moderating experience in English, Spanish and Portuguese.
Liria has a Bachelor of Science degree in Business Administration majoring in International Business from Barry University in Miami, Florida. She has also attended courses at the Burke Institute and Riva.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Liria Barbosa,” 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 January 2008 section of the podcast archive.
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
A video message in Spanish from one of our sponsors
Posted by Elena del Valle on January 11, 2008
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Photos, videos: Revolucion Hispanic Communications
According to the Administration for Children and Families, 300,000 children enter the United States foster care system each year. There are currently 514,000 children in the foster care system and 115,000 of these are available for adoption. At the same time, the majority of those in foster care are children of color and 15 percent of the children waiting to be adopted are Hispanic.
To address this issue and encourage Spanish-speaking Latinos to consider adoption from the U.S. foster care system, Revolucion Hispanic Communications and the Ad Council joined efforts to create the agency’s first pro bono Spanish language public service ad (PSA) campaign for AdoptUsKids. The new PSAs highlight the emotional and psychological rewards of adoption by showcasing everyday special family moments.
The tag for the campaign, created in partnership with the U.S. Department of Health and Human Services Administration for Children and Families with the Collaboration to AdoptUsKids, is Completa una vida. Completa la tuya. (“Complete a life. Complete your own.”). Scroll down to watch three new AdoptUsKids public service announcement videos.
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“I am confident that this new campaign will remind the Hispanic community that there are every day rewards with adopting a child and providing them with a loving home,” said Peggy Conlon, president and chief executive officer of Ad Council.
The new adoption ads were distributed to more than 28,000 media outlets nationwide on Wednesday, December 12 through donated media space. The multi-media program includes Spanish-language television, radio, and print public service announcements (PSAs) issuing a national call-to-action in the messaging itself.
“Adoption messaging has been focused traditionally on creating an emotional connection to the children,” said Federico L. Mejer, chief strategy officer at Revolucion. “However, the adoption experience is extraordinarily powerful for the adoptive parents as well, and we felt that the most compelling approach to promoting adoptions among Latinos was to focus on the parents’ sense of fulfillment.”
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
“You can’t really draw a comparison between general market and Hispanic advertising and media. When we produce PSAs for the Hispanic community, we develop culturally relevant ads that are based on consumer insights with the target audience,” said Ellyn Fisher, director of Corporate Communications of Ad Council, when asked how Hispanic announcements are received compared to how general media announcements are received. “We also distribute the PSAs and conduct outreach specifically to the Hispanic media market, which is a much smaller universe than the general market media. Our Hispanic ads receive generous support from the Hispanic media.”
Revolucion’s team on the PSA campaign included Mejer, Alberto R. Rodriguez, chief creative officer; Roberto Alcazar, executive creative director; Henry Alvarez, art director; Mercedes Leonard, executive producer; Patricio Diaz, studio producer; and Amy Gomez, vice president and account director. Film and editing crew included directors Roberto Alcazar and Pedro Castro, who also served as director of photography; Nicolas Entel and Frank Linkhoff, executive producers; Javier Perez Ravan, editor; Rob Filomena, composer; Luis Felipe Itemera, engineer. The ads were produced by Red Creek Productions with post-production by Xposure Productions and music and sound by Razorhead Productions.
“Our focus was to try to identify those little moments in life that really matter,” said Alcazar. “It’s not graduation day or Christmas morning that these kids are longing for; it’s moments like the Sunday visit to the pizza place with Dad that gives life its meaning.”
Revolucion Hispanic Communications is a seven year old Hispanic-owned brand-communications agency based in New York City. The Ad Council is a private, non profit organization that relies on volunteer talent from the advertising and media industries to deliver social messages to Americans.
The Collaboration to AdoptUsKids is a multi-faceted, five-year, federally funded project to recruit families to adopt the children waiting in foster care for permanency. The Administration for Children and Families is responsible for a variety of activities that promote the economic and social well being of families, children, individuals and communities.
“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 to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on January 10, 2008
Ad with Cuban Vince Eupierre, a Burger King franchisee
Click on image to enlarge
Photo: Burger King Corp.
Burger King Corp. launched a print ad campaign highlighting its diversity and inclusion initiatives nationwide. The “Real People, Real Success” campaign focuses on BKC’s diverse employees, suppliers and franchisees. The first ad from the campaign appeared during the National Council of La Raza 2007 national conference in Miami.
Republica, BKS’s designated agency for diversity issues, developed the marketing and communications initiative for Burger King Corporation. According to a BKC spokesperson Burger King representatives are “still finalizing our media plan but we will be putting ads in such publications as Poder and Hispanic Enterprise. Currently the ad campaign does not have an online component.”
The campaign consists of a series of real-life testimonials of Hispanic, African American and Asian franchisees and suppliers. One ad is a stylized black-and-white portrait that highlights a Cuban-American businessman who began as a Burger King restaurant employee and now owns almost 40 of the hamburger chain’s restaurants. Another ad showcases an African American businesswoman who is one of BKC’s largest suppliers.
“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 information on “Best in Class Hispanic Strategies” audio recording
“BKC is committed to showing its support for a diverse workforce and business partnerships,” said Cirabel Lardizabal Olson, director of inclusion and external affairs, BKC. “One of our biggest strengths is our respect for inclusion, which helps reflect the demographics of our market today and our customers’ reality.”
The Burger King system operates more than 11,200 restaurants in 50 states and 69 countries and U.S. territories worldwide. According to promotional materials, 90 percent of Burger King restaurants are owned and operated by independent franchisees. No information was available on the number of Hispanic owned franchises.
According to the Burger King website, the company supports Hispanic Heritage Council, Hispanic Association on Corporate Responsibility (HACR), League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), and U.S. Hispanic Chamber of Commerce (USHCC).
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
Posted by Elena del Valle on January 9, 2008
Ana Ortiz
Photos,video: Comcast
Comcast, the Hispanic Federation, League of United Latin American Citizens (LULAC) and the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund, launched “Our Time to Vote,” a year-long, non-partisan voter education and registration campaign designed to increase voting in Hispanic communities with cable access. Scroll down to watch a video of the Hispanic oriented public service announcement.
“Comcast recognizes that broader participation in the democratic process is important for our nation, and we are very pleased to launch this partnership to pursue that goal,” said David L. Cohen, executive vice president, Comcast. “This campaign reflects the cable industry’s commitment to strong local communities and to active public citizenship.”
Part of an estimated $5 million multicultural campaign, the program consists of four public service announcements (PSAs). One of the ads features Hispanic entertainers and leaders including George Lopez, Ana Ortiz and Janet Murguía, president and chief executive officer of National Council of La Raza (NCLR), encouraging Hispanic audiences to register to vote. In addition to the ads, the program established two nationally available voter education resources, OurTimeToVote.com webpage and a voter information resources hotline.
George Lopez
The PSA, recorded at this year’s NCLR Alma Awards, will air prior to the 2008 primary elections in Comcast, Time Warner, Cox Communications, Inc. and Bright House Networks markets. A series of “Get out the Vote” spots will run from September 1, 2008, through November 3, 2008, prior to the general election.
“Hispanic voter participation is critical to the election of the next President of the United States and other key leadership positions,” said Congressman Joe Baca, chairman of the Congressional Hispanic Caucus. “If our community is going to have a say, now and in the future, on the issues that matter most to us, we must show our empowerment at the polls. This type of unique partnership serves as a great example for other corporations to replicate.”
“Voting is one of our most sacred responsibilities, as we nurture and advance our democracy with every vote cast,” said Congresswoman Illeana Ros-Lehntinen. “Being able to vote and not participating in the process is tantamount to giving up your right on deciding what public official will govern our affairs. I applaud Comcast for their continued leadership in our community and throughout the nation.”
The Comcast Foundation awarded grants to the following national Hispanic organizations to help support their voter outreach efforts: the Hispanic Federation, League of United Latin American Citizens (LULAC) and National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund.
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
The Hispanic Federation is a membership organization of more than 94 Latino health and human service organizations that focuses efforts on voter education and registration programs during election cycles. The Comcast Foundation grant will assist the Hispanic Federation’s efforts to educate the public on the importance of voter participation through civic participation workshops, forums and other civic activities, expanded voter registration efforts and voter mobilization on Election Day.
The League of United Latin American Citizens (LULAC) is one of the largest and oldest Hispanic organizations in the United States that works to advance the economic condition, educational attainment, political influence, health and civil rights of Hispanic Americans through community-based programs operating at more than 700 councils nationwide. The Comcast Foundation grant will support the LULAC Democracy Initiative, whose goal is to increase participation rates by immigrant and Latino voters in the 2008 elections.
The National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund is a Latino civic organization that promoters U.S. citizenship among Latino legal permanent residents and advocates increased access to the American political system. The Comcast Foundation grant will help to support NALEO Educational Fund’s “Ya Es Hora, Ve y Vota” (“Now is the Time, Go and Vote”) campaign.
“Latinos across the nation are eager to make their voices heard and participate fully in the American political process,” said Arturo Vargas, executive director of the NALEO Educational Fund. “Comcast recognizes this, and we are proud to be partners with them as the NALEO Educational Fund embarks on its largest voter outreach and education effort to date.”
“‘Our Time to Vote’ is designed to bring a wide range of diverse Americans into the voting process,” said Susan Gonzales, corporate senior director of Federal and External Affairs and vice president of the Comcast Foundation. “As a company dedicated to diversity, we are pleased to make this contribution to broadened civic engagement in the African American, Asian American and Pacific Islander and Hispanic communities.”
Comcast focuses its diversity efforts on attracting and retaining a multicultural workforce, developing a diverse supplier group, offering a wide selection of multicultural programming and pledging significant community investments.
Posted by Elena del Valle on January 8, 2008
Charles Gregson, chief executive officer, PR Newswire
Photo: United Business Media
Video: PR Newswire
British company United Business Media bought Miami-based HispaniMark, LLC on behalf of PR Newswire. UBM bought the Florida company from its founders for an initial cash outlay of $5.5 million and the promise of $3 million more based on performance payable over the next three years. Scroll down to watch video news release of Dave Armon, chief operating officer, PR Newswire.
HispaniMark, expected to have revenues of $2 million in 2007, owns Hispanic PR Wire, LatinClips, and Hispanic Digital Network as well as two other companies not mentioned in the sales announcement. UBM executives expect the acquisition to meet the company’s 8 percent post-tax cost of capital acquisition criterion in its first year of ownership.
“The acquisition of Hispanic PR Wire, LatinClips and Hispanic Digital Network is in line with PR Newswire’s mission to enhance our multicultural services in the U.S. and internationally through a combination of organic development and acquiring leading companies,” said Charles Gregson, chief executive officer, PR Newswire.
“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 information on “Best in Class Hispanic Strategies” audio recording
In July 2007, PR Newswire purchased Notilog, a Latin American Spanish- and Portuguese-language electronic media monitoring and analytics firm. PR Newswire executives hope the newly acquired companies will help it penetrate the growing Hispanic market in the United States and Latin America.
Hispanic PR Wire, a news release distributor, generates 70 percent of HispaniMark revenues. Prior to the purchase, Hispanic PR Wire offered distribution in partnership with BusinessWire, Black PR Wire and USAsian Wire. LatinClips offers media monitoring services and Hispanic Digital Network is an Internet advertising network for U.S. Hispanic newspapers, magazines and media portals. As part of the buy-out, four senior staff members from the three companies HispaniMark sold PR Newswire will stay on board, Christine Clavijo-Kish, Bill Gato, Dalia Paratore Salazar and Manny Ruiz.
“For Hispanic media it’s going to be a great ride because we have believed in the power of Hispanic media for seven years,” said Christine Clavijo-Kish, formerly chief executive officer of LatinClips; now senior vice president, Multicultural Markets, PR Newswire. “And we have built resources around delivering news, monitoring news, creating websites for Hispanic media.”
Christine Clavijo-Kish, senior vice president, Multicultural Markets, PR Newswire
Company executives hope the combined forces of PR Newswire and Hispanic PR Wire will reach more than 3,000 unique media outlets and websites that have an interest in Hispanic news. According to PR Newswire, there are 30 wire services and news syndicates, 550 TV shows, 175 cable and satellite TV shows, 1,000 Spanish language radio shows, 875 newspapers, 625 magazines, and an untold number of websites targeting Latinos in the United States.
PR Newswire Association LLC sells electronic distribution, targeting, measurement and broadcast services for tens of thousands of corporate, government, association, labor, non profit customers. United Business Media, a business media company, employs 5,000 staff in 30 countries. The company has two principal areas of business activity: PR Newswire and CMP & Commonwealth, a business to business event, publications, online media and business information services company.
UBM is listed on the London Stock Exchange. In 2006, the company reported continuing businesses generated revenues of almost £740 million with continuing operating profit of £137 million.
Posted by Elena del Valle on January 2, 2008
Thank you for your support in 2007! We hope you had a productive year and wonderful holiday season. Now that we have bid 2007 farewell, we are ready to welcome the New Year.
Here are some tips to help you start the year well and ahead of the curve:
Visit our website frequently. While there you can leave comments and email us suggestions for future articles and HispanicMPR.com podcast program guests. HispanicMPR.com is the only website and podcast dedicated to helping you stay informed with original content about Hispanic marketing and public relations issues.
Invite your friends and colleagues to sign up for our daily updates. It’s easy. All they have to do is add their email address to the top of the HispanicMPR.com homepage. They’ll thank you for it.
Make sure you explore our Podcast and Resources sections which are chock full of Guest Articles and exclusive downloadable audio recordings from national experts and newsmakers from across the country.
We look forward to hearing from you and keeping you informed in 2008!
Hispanic Marketing & Public Relations
Providing you essential information on America’s largest minority
Posted by Elena del Valle on December 18, 2007
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Although Congress has been unable to reach consensus on immigration reform, national and state authorities have introduced new enforcement measures including faster deportations, additional workplace raids, and restrictions on access to driver’s licenses and other government services. This increased attention on illegal immigration issues and heightened enforcement is causing many Hispanics unease, according to a Pew Hispanic Center 2007 National Survey of Latinos.
The Center conducted the survey by telephone from October 3 through November 9, 2007 among a random sample of 2,003 Hispanic adults the center considered nationally representative. Nine researchers contributed to the final report.
Based on the results of the survey, Pew researchers believe Hispanics, foreign born Latinos in particular, view illegal immigration in a positive light and consider it is beneficial for Latino communities and the country’s economy overall. More than 50 percent of Latinos surveyed in the United States worry that they or a loved one could be deported.
About half of Hispanic survey respondents believe they have suffered as a direct result of increased focus on immigration, and two thirds are convinced their life is more difficult due to the failure of Congress to enact legislation to address immigration reform.
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”
Survey respondents said some of the negative effects on them of the public’s focus on illegal immigration include difficulty finding work or a place to live. They are also less likely to rely on government services or travel outside the country; and they believe there is a greater probability than in the past that they will be asked to produce documents to prove their immigration status.
While many Latino respondents oppose the new federal and state enforcement measures, non-Hispanics are supportive of the new illegal immigration enforcement policies. About 75 percent of Hispanics surveyed disapprove of workplace raids; about 79 percent prefer local police not play an active role in identifying illegal immigrants; and 55 percent disapprove of states checking for immigration status before issuing driver’s licenses. A slight majority of non-Hispanics favor workplace raids and a heavy majority favor driver’s license checks.
At the same time that Hispanics and non Hispanics have contrary opinions about enforcement policies, there is a significant difference in opinion within the Latino community about enforcement issues, illegal immigration, and discrimination. Native born Hispanics and their foreign born counterparts sometimes disagree, according to the survey findings. Native born Hispanics opinions are closer to those of the rest of the U.S. population regarding enforcement policies than those of foreign born Hispanics.
Native born Latinos are less likely than foreign born Latinos to describe a negative personal impact due to increased focus on illegal immigration. Non citizen Hispanics feel “much more vulnerable” than Hispanics who are citizens. Latinos who are not citizens are twice as likely as Hispanic citizens to worry about deportation and to feel current policies have a direct impact on their lives.
According to the survey, in spite of the new felt vulnerability Hispanics see as the result of the current anti immigration climate, Hispanics themselves don’t seem to oppose illegal immigration. Instead, Latinos hold immigration, even when it’s illegal, in high esteem. Native born Latinos have a more positive attitude about the effect of illegal immigration than do foreign born Latinos. More than half, 64 percent, of native born Latinos think there is a positive effect compared to 54 percent who, only five years ago, thought the impact of illegal immigration was beneficial.
The Pew Hispanic Center, an initiative of the Pew Research Center, is a non-partisan, non-advocacy research organization based in Washington, D.C. The Pew Hispanic Center is funded by The Pew Charitable Trusts.
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
Posted by Elena del Valle on December 14, 2007
Patron tequila bottles
Photos: The Patrón Spirits Co., Luxury Institute
Wealthy consumers in the United States responding to a recent Luxury Institute Survey selected Patron tequila as their top choice among 11 tequila brands. According to the recent survey, the second and third choices were 1800 Reposado and Herradura. About 3 percent of the survey respondents were Hispanic.
High net-worth consumers rated Patron the most prestigious tequila by a wide margin in the 2008 Luxury Brand Status Index (LBSI). The brand had the highest score for all LBSI components and both outcome metrics. In addition to Patron, 1800 Reposado and Herradura the other brands included in the survey were Cabo Wabo, Cazadores, Corazon, Don Julio, Gran Centenario, Jose Cuervo Reserva, Milagro Reposado, and Sauza Tres Generaciones.
Milton Pedraza, chief executive officer of the Luxury Institute
“The Luxury Institute was created for high net-worth consumers who believe that peer-to-peer ratings are the most informative and accurate guides to use in making intelligent purchasing decisions in all categories of luxury goods and services,” said Milton Pedraza, chief executive officer of the Luxury Institute. “Even in the arena of wines, liquors and spirits, where so many so-called experts exist, we believe that our surveys, which deliver the collective wisdom of this highly-educated, savvy, and largely self-made group, deliver far more accurate ratings since they reflect the impartial views of high net-worth consumers on metrics that really make a difference.”
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
The proprietary Luxury Brand Status Index (LBSI) survey measures the prestige of leading brands among wealthy Americans. The Luxury Institute surveys online a national sample of 1,760 wealthy American consumers, with an average income of $346,000 and average net worth of $3.8 million. Survey results are weighted to match demographic and net worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.
The Luxury Institute is an independent ratings, reviews and research institution specializing in the high net-worth consumer. The Institute publishes proprietary publications and research for wealthy individuals and the companies that cater to them on trends, high net-worth consumer rankings and ratings of luxury brands.
The Patrón Spirits Company portfolio includes Gran Patrón Burdeos, a new limited-production añejo tequila racked in Bordeaux barrels; and the following tequilas: Gran Patrón Platinum, Patrón Silver, Patrón Añejo (blended and oak-aged for a minimum of 12 months), and Patrón Reposado (blended to incorporate the taste of Patrón Silver with a hint of the oak of Patrón Añejo).
“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 to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on December 13, 2007
Photos: Bilingual Marketing Group
Bilingual Marketing Group recently launched VivaReal.us, a Spanish language website offering home buyers bilingual real estate information about professionals, home-buying how-to videos and podcasts online. The website features original articles, without a byline, written by freelance writers, native Spanish speakers, who have lived in the designated area for two years or longer; as well as audio content in Spanish and English to help Spanish speaking home buyers learn about the home-buying process in easy to understand terms. There are seven videos, five full video guides and two news in video recordings.
Topics listed include How to buy a home (Cómo comprar una casa) and How to finance a home (Cómo financiar una casa). The website features English language video interviews with the president and a former board member of the National Association of Hispanic Real Estate Professionals. Organizers hope to include property listings, blogs, and social networking features soon.
Brian Requarth, chief executive officer of Bilingual Marketing
“Our goal is to create a search engine optimized, online community that connects Hispanic home buyers with easy-to-understand information about the home-buying process and the real estate professionals and experts that can help them buy a home,” said Brian Requarth, chief executive officer of Bilingual Marketing. “VivaReal.us is totally tailored to the Latino experience. Unlike many sites that translate English content into Spanish, we wrote everything in Spanish with the Latino home buyer specifically in mind.”
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
-
Why it’s important to reach your clients in language
-
Ins and outs of translations issues
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How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Find out why its important to reach clients in language ”Hispanic Market Translation Issues”
“VivaReal.us takes consumer education to the next level by making the information widely available to homebuyers in audio and video formats,” said Timothy Sandos, chief executive officer of the National Association of Hispanic Real Estate Professionals. “Tools like this will help take the fear factor out of the process and foster a real understanding of home-buying for Spanish speaking consumers.”
According to promoters of the website, although Hispanic homebuyers are expected to drive the first-time buyer market in the years to come, there is a shortage of homebuyer resources in Spanish in the marketplace. A 2006 University of Notre Dame Institute for Latino Studies report indicates that between 1995 and 2005 30 percent of the total growth in U.S. households was from Hispanics.
For that same time period almost two-thirds of the total growth in Hispanic households was for owner-occupied homes; Hispanic gains played a role in stabilizing the rental home market by offsetting 98 percent of the net decrease in non-Hispanic renter-occupied households nationwide. In 2003, 3.2 million Hispanic renters dedicated 50 percent or more of their income to housing, a 32 percent increase in only two years.
Bilingual Marketing Group was founded in 2004 and forms part of ColConnect, a California LLC. The Santa Rosa, California company offers online marketing services to real estate related business in the United States and also has an office in Bogotá, Colombia. The company owners and senior officers are Requarth, Andrea Palacios, chief financial officer and Thomas Floracks, chief technology officer.
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”
