Posted by Elena del Valle on November 1, 2007
Click on image to enlarge
Photos: FindRelativesInMexico.com
Since it was established 18 months ago, Chula Vista, California based FindRelativesInMexico.com has worked with 3,000 United States residents wanting to make contact with relatives in Mexico. Founded and owned by Richard Villasana, the website business relies on staff in the United States and Mexico. FindRelativesInMexico.com has worked with attorneys for child custody cases with a parent living in Mexico, foster agencies, and child services from around the country.
Since the website was redesigned recently by Juan Carlos Garcia, a Mexican graphic artist, there has been an increase in visitors from Mexico of more than 300 percent. The site is so popular with Spanish speakers a Spanish language version of the website is in the works.
“Soon, clients will be able to present their information, have it evaluated and be presented with the service that best fits their research level of ease or difficulty for under $40. We have taken our experience from working with over 3,000 clients and are preparing to launch a new system that will walk clients through the research process,” said Villasana.
Richard Villasana, owner, FindRelativesInMexico.com
“One of the greatest challenges facing people is not knowing what information they must have and then how to apply it. With the new system clients will only spend about ten minutes entering needed information compared to non-clients who spend months, even years searching with no guidance and no results. Clients will know the probability of successfully finding a person. For clients with complex issues, they will get the professional consulting needed to be reunited with someone in Mexico.”
Services range from $127 to $257 depending on the information clients provide on the person they want to find. The company researches records in Mexico to identify the person or a relative. Research varies from each case although most require access to government records that are not digitized. Average time for a search is about two weeks.
According to Villasana, finding a relative may be the key to locating a particular person. Relatives are often able to provide missing information on the person sought, especially in cases where the person has moved to another part of Mexico. Villasana is a professional speaker and president of The Mexico Guru. He authored The Insider’s Guide to Doing Business in Mexico.
“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”
Posted by Elena del Valle on October 30, 2007
Ana Ondina Martínez, co-chair, IBM La Familia Technology Week
Photo: IBM
During IBM’s recent seventh annual La Familia Technology Week, the company reached out to Hispanic business owners with a free toolkit for small businesses promoted to spur economic development and job growth. La Familia Technology Week is a national public awareness campaign designed to inform Hispanics of the value of science and technology to access educational, employment and entrepreneurial resources.
As part of the program, IBM planned to expand its ¡TradúceloAhora! grant program to over 200 schools and non-profit organization in North America and Latin America. The idea behind the program is to enhance communication between Spanish-only speaking families and school and other officials who speak English. IBM also planned to donate Reading Companion, an interactive web-based technology designed to improve literacy skills, to Hispanic populations.
IBM is a presenting sponsor of the program along with Career Communications Group. The company plans to feature the Small Business Toolkit, ¡TradúceloAhora! and Reading Companion at dozens of La Familia workshops, cyber cafes and technology open houses at schools, universities churches, community organizations, and science centers across the United States.
“IBM’s involvement in La Familia reflects the company’s commitment to the communities in which it does business,” said Ana Ondina Martinez, territory director, Small Medium Business, IBM and a La Familia Technology Week co-chair. “We want to make sure that Hispanic youth have the skills they need to excel as students and to hopefully, join the next generation of innovators, scientists and engineers. We want more Hispanic entrepreneurs to have tools that will help them manage and grow successful firms that will help fuel our economy. We want to make it easier for Spanish-only speaking adults and seniors to access career opportunities and vital services. For this to be a truly collaborative society, everyone must be able to contribute. La Familia is like an engraved invitation encouraging members of Hispanic communities to come, see and find their place in the Digital Age.”
IBM launched the new Small Business Toolkit in July 2007 with the International Finance Corporation, the private sector arm of the World Bank. It is a free online portal developed to provide small business owners in the U.S. and emerging markets around the world business information, tools and training services usually reserved for Fortune 1000 Companies.
“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 to buy “Best in Class Hispanic Strategies” audio recording
Small Business Administration information indicates there are nearly 2 million Hispanic-owned businesses in the U.S. and there may be 3.2 million by 2010. The Small Business Toolkit is meant to help businesses grow by providing them information useful in implementing sustainable business practices in financing, accounting, international business, marketing, legal matters and human resources. It was also designed to provide an online forum with on-line conferencing, blog capability, group calendars, survey builders, and a multilingual business directory.
According to promotional materials, leveraging an enhanced version of IBM’s WebSphere technology, ¡TradúceloAhora! is designed to bridge the communications gap between Spanish and English. ¡TradúceloAhora! translates e-mails bi-directionally (English-to-Spanish and Spanish-to-English). It also translates websites automatically from English to Spanish, enabling Spanish-only speaking families to communicate with English speaking officials at their children’s schools and access information about employment opportunities and key services.
Another tool, Reading Companion, was developed by IBM researchers in partnership with teachers in IBM partner schools and not-for-profit organizations. It uses speech-recognition technology that “listens” and provides individualized feedback to the user, enabling readers to practice their pronunciation as they acquire reading skills. IBM established a $2 million grant to donate Reading Companion to more than 220 schools and nonprofit organizations around the world. There was no information available on the number expected to reach U.S. Hispanics.
“IBM’s focus is business to business versus selling to consumers, hence it does not track its clients by ethnicity. Recognizing, however, that U.S. Hispanic purchasing power is roughly $700 billion and that companies owned by Hispanics are one of the nation’s fastest growing business segments, IBM recognizes that Hispanic owned businesses are strategic clients that are key to the company’s growth,” said Ondina Martinez. “In 1997, IBM established the Market Development Group to ensure that businesses owned by Hispanics and other constituent groups recognize that IBM wants to partner with them, and that they understand how technology can help them manager and grow their businesses. La Familia Technology Week falls under the auspices of IBM global Workforce Diversity and Corporate Citizenship & Corporate Affairs.”
According to the IBM website, in 2006 IBM’s annual revenue was $91.4 billion with a net income of $9.4 billion and total assets of $103.2 billion. There were 133,973 employees in the United States of which 5,609 were Hispanic. In 2005, the Hispanic Association on Corporate Responsibility ranked IBM the number one Fortune 100 company for Hispanics.
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”
Posted by Elena del Valle on October 25, 2007
A scene from the new commercial
Photo and video: Bromley Communications
Reynolds Wrap Aluminum Foil recently began airing Spanish language television and radio ads in the United States, Puerto Rico, Mexico and Panama, part of a campaign scheduled to run from October to December of this year. In the United States, the ads will be broadcast in Houston, Los Angeles and Miami during the initial launch stage. Scroll down to watch the ad video.
Produced by Bromley Communications, the focus of the 15 and 30 second television ads and 60 second radio ads is on the strength of the foil. Because the foil is stronger than other brands, the ad argues, it means the lady of the house will use less and save money. The ads feature examples of occasions where “only Reynolds Wrap will do.”
“We had faith that Bromley hit the nail on the head with this strategy,” said Charles Kinsolving, senior brand manager, Reynolds Wrap. “Over the last few years the agency has provided outstanding guidance in the Hispanic marketing area, as evidenced in this new campaign.”
“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
Luisa Donis, group account director, Bromley Communications
“The underlying insights that are captured in this work are universal for Hispanics and Latin Americans, which is why the spots work beautifully in regions that are so diverse,” said Luisa Donis, group account director at Bromley Communications. “Our creative team understood the high value that Latin households have for everything related to their kitchen, meals and food safety and that comes across in the work.”
Since 2006, Bromley Communications has been the Hispanic agency of record for Alcoa Consumer Products, makers of Reynolds Wrap Aluminum Foil. Ron Landreth, group creative director at Bromley, was responsible for the concept and execution of the campaign. Ignacio Guzman was the associate creative director and Magaly Chocano was producer in charge supervising Milagro Films, an independent production company.
Headquartered are in San Antonio, Texas, Bromley Communications is a full-service integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. AstraZeneca, Procter & Gamble, Burger King, The National Pork Board, Payless ShoeSource, Coors, General Mills, and Nestlé USA are Bromley Communications clients.
Alcoa Consumer Products, a business of Alcoa Inc., is a leader in the consumer packaged goods industry, supplying foil, film and paper products to the retail and foodservice sectors. No information was available on Reynolds’ Hispanic market penetration. Other Reynolds Consumer Products include Reynolds Wrap Aluminum Foil, Reynolds Plastic Wrap and Reynolds Cut-Rite Wax Paper.
Click on the play button to watch the Reynold’s Wrap ad Piénsalo:
“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 to buy “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on October 18, 2007
One of the winners of the 2005 altar-building contest in Los Angeles
Photo: Wonka
While Jack-o-lanterns, skeletons and broomsticks adorn the doors and windows of some homes, community centers, schools, museums and arts organizations, in the Mexican-American community, the décor is slightly different, with traditional and personal touches. Some build Día de los Muertos (Day of the Dead) altars in honor of departed relatives, musicians, artists, cultural heroes or leaders. The altars, designed to celebrate a person’s life and contributions to their family or community, may feature favorite belongings of the deceased, sugar skulls and sweets.
In an effort to target Latino youth, Nestlé launched the Wonka Arte program in 2005 with free workshops in Los Angeles to teach kids how to build altars. Wonka partnered with Plaza de la Raza, a community based arts organization in Los Angeles, to offer workshops, a contest and an awards ceremony. This year, the program extended its reach to retail locations and the online world. Still in partnership with Plaza de la Raza, the Wonka sponsored program includes a contest for the best altars, an online sweepstakes and free sugar skull building workshops for children at retail locations.
Wonka.com’s new interactive features allow kids to learn about the Day of the Dead while showing off their altar-building talents in the virtual world for a chance to win prizes. Children are invited to build altars online incorporating virtual Wonka candy and representations of traditional Day of the Dead components such as sugar skulls and cempasuchil (marigold) flowers.
“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”
“We understand the importance of the Day of the Dead holiday to Hispanic youth and their families,” said Elizabeth Vanemburg, marketing manager of Wonka. “We want to encourage kids to observe, learn more about the holiday and participate in the altar-building tradition on Wonka.com. No experience is necessary. All you need is a bit of imagination and access to a computer.”
Children 16 and younger can submit their online altar for a chance to win a laptop computer, mp3 player and a $100 gift card to download music, as well as $120 toward Internet access.
Promotional efforts to inform parents and children about the online portion of the program include a press release, fliers and online advertising. The public relations team is also using calendar and public service announcements, press releases and media alerts to inform Los Angeles residents about the workshop, contest and ceremony.
Día de los Muertos is a Pre-Columbian holiday traditionally observed in Mexico November 1 and 2 to honor loved ones who have passed away by celebrating their lives. According to the Wonka website, some believe the departed join the living during those days to celebrate together. The celebration involves making homemade altars with items that brought happiness to the departed individual. Sugar skulls, candies, photographs, papel picado, candles, incense, and marigold flowers often decorate the altars. Some altars have evolved to include celebrities, musicians, artists, and even pets.
Nestlé USA sells food products and candy including Wonka, Sweetarts, Nerds, and Runts to name a few. Nestlé USA had sales of $8.5 billion in 2006. Its parent company is Nestlé S.A. of Vevey, Switzerland, one of the world’s largest food companies with sales of $79 billion.
Posted by Elena del Valle on October 11, 2007
Jim Vella, president, Ford Motor Company Fund and Community Services
Photo: Ford Motor Company Fund
In celebration of National Hispanic Heritage Month, the Ford Motor Company Fund and Community Services are supporting BizFest, a leadership development and entrepreneurship training program created by the United States Hispanic Chamber of Commerce Foundation that brings together Hispanic high school students from across the country to compete for scholarships, prizes and long-term business support.
The Fund will also reach out to middle school children through the Ford Hispanic Heritage Art Program, a national partnership with Newspapers in Education designed to sharpen student’s art and writing skills as they learn about Hispanic and American history. The Fund was a sponsor of the National Hispanic Foundation for the Arts (NHFA) Noche de Gala in Washington, D.C. to raise funds for graduate scholarships to Latino students.
“Ford has a long history of partnering and working with the Hispanic community. We are proud to continue our tradition of creating and supporting educational and leadership opportunities in the Hispanic community while promoting cross-cultural exchange,” said Jim Vella, president, Ford Motor Company Fund and Community Services.
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
Ford Motor Company and its philanthropic arm, Ford Motor Company Fund and Community Services, boast of a 30 year collaborative relationship with the Hispanic community. Established in 1949 and made possible by Ford Motor Company profits, Ford Motor Company Fund supports initiatives and institutions that foster innovative education, auto-related safety, and American heritage and legacy.
In the past, Ford has supported, among others, the Alameda National Center for Latino Arts and Culture, Our Journeys/Our Stories: Portraits of Latino Achievement, Corazon de mi vida, Picture Me Safe & Secure, Driving Skills for Life, Retratos: 2,000 Years of Latin American Portraits, Ford Partnership for Advanced Studies, National Association of Hispanic Journalists and National Association of Hispanic Publications Latino Press Fellowship and several education and scholarship programs.
Additional national Hispanic organizations the Fund supports include: League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), National Hispanic Caucus of State Legislators (NHCSL), National Hispanic Foundation for the Arts (NHFA), and National Puerto Rican Coalition (NPRC).
Posted by Elena del Valle on October 10, 2007
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Photos: Martin Giovaneli, SCA Latam
SCA Promotions and Entertainment Production Group (EPG) established a new company, SCA Latam, to bring the game show concept to brands and agencies in the United States and Canada. SCA Promotions is a Dallas, Texas provider of promotional risk coverage for contests, games and events and Entertainment Production Group is a Buenos Aires, Argentina-based game show producer.
Hoping to emulate its sister company’s past success in Latin America, Africa and Europe, the new company will focus on the Hispanic market exclusively at the beginning. Promotional efforts will consist of announcements in the SCA Promotions newsletter; and outreach to the parent company’s existing contacts and to Spanish language ad agencies in the United States. Executives hope SCA Latam will sign its first deal at the end of this year.
“Our goal is to bring our knowledge and success with the TV game shows to the U.S. and Canada first targeting the Hispanic market in the U.S. and then going after the entire market sector,” said Martin Giovaneli, a representative for EPG who is overseeing the SCA Latam initiative.
The idea is for SCA Latam’s big money game show promotions to enable brands to drive consumer behavior on a mass scale by giving consumers the chance to play for a million dollars or more on a live two- to six-minute TV game show aired on local and network television. Although initial efforts will be in Spanish only, executives are considering English outreach as well. Initially, the company will have six staff members in the United States and four in Argentina.
While each promotion is customized to meet the needs of the brand, the basic promotion format remains the same. A brand sponsors the game show, which can feature any big-money prizes desired, and enables consumers to enter for a chance to play on the game show via SMS or mailing in proofs of purchase. The game show is aired daily during the promotion period and a winning entry is selected on a random basis live on the air during each show. The company contacts the person selected at random by phone and allows him or her to play for the prizes.
“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 on“Best in Class Hispanic Strategies” audio recording
Martin Giovaneli
“We use different games depending on the promotion designed for the brand,” said Giovaneli. “For example, we might feature a prize board containing 24 numbers and if the contestant selects the three numbers that reveal the brand’s logo, he or she wins a million dollars. One of the most important components is that contestants always win a big prize. If they don’t win the million dollar grand prize, they win a second or third place prize, such as $100,000 or a new car.
It really is a win, win, win. The consumer has the chance to win a life-changing prize and always walks away with something big. The TV network wins because the game show increases its ratings and revenues; and the brand sponsor wins because the promotion drives mass sales, engages consumers, and captures valuable customer information. And because SCA Latam assumes the promotional risk, the participating brand pays a fixed cost for the promotion that amounts to a fraction of the actual grand prize money being offered. When a big win occurs, SCA Latam pays the brand the grand prize so they can award the winner.”
According to promotional materials, the two companies have worked together for 12 years, helping brands and their agencies launch more than 4,000 games show episodes in 19 countries, and award more than $32 million in cash and prizes. The game show promotion, utilized by Coca Cola, Unilever, Energizer, Nabisco, Colgate, Nestle, Procter & Gamble, PepsiCo, and SAB Miller worldwide, has been so successful that it landed in the Guinness World Records for driving 35 million entries in a single season.
SCA Latam, a subsidiary of Dallas-based SCA Promotions, will specialize in driving mass consumer response through large-money TV game show promotions. Described as a leading provider of promotional risk coverage for contests, games and events founded in 1986, SCA Promotions has covered billions of dollars and paid out over $153 million in cash and prizes for sales and consumer product promotions, lottery and casino jackpots, radio contests, and direct mail, Internet and sports promotions. SCA Promotions has offices in Dallas, London and Calgary.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on October 4, 2007
Alexandra Galindez, director, multi-cultural marketing Burger King Corporation
Photo: Burger King Corporation, Hispanic Youth Foundation
In support of Hispanic heritage, Hispanic culture and National Youth Soccer Month, Burger King Corporation sponsored six Soccer Immersion programs in Los Angeles, Washington, D.C., Chicago, Dallas and Houston, reaching 150 Latino youth. The company’s support will continue in November with a free community-wide outdoor event in conjunction with the 2007 MLS Cup in Washington D.C.
As part of the promotion, Burger King aspiring athletes were able to compete in MLS ¡Futbolito!Tournaments. Numerous clinics and games were scheduled to raise awareness and educate the public about youth soccer as part of the Fifth Annual National Youth Soccer Month. Marketing staff at Burger King believe soccer has regained popularity during recent years among athletes because of the superstars that have joined the game and the “sport’s positive, character-building lessons.” The hamburger maker declined to share budget numbers or details about its efforts to reach Latino consumers.
“Burger King Corporation recognizes the importance of physical activity and team sports, like soccer, as part of a child’s healthy upbringing,” said Alexandra Galindez, director for multi-cultural marketing. “Our desire is to help young athletes further develop their soccer skills and passion for the game by providing them with unique opportunities to compete in tournaments and meet some of their sports heroes.”
“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”
Burger King sponsored several soccer initiatives in conjunction with MLS W.O.R.K.S. Throughout the year, the company sponsored teams’ registration fees, uniforms and other soccer gear to facilitate Hispanic adult and youth teams in 14 cities to be part of the MLS ¡Futbolito! Tournament. Additionally, Burger King sponsored some youth and their chaperones from local community organizations with enhanced treatment that included special recognition at select SuperLiga games, reserved seating during the game, and access to post-game meet and greet opportunities with soccer celebrities.
Rick Castillo, board member, Hispanic Youth Foundation
“As the demographic landscape continues to grow and change, so do the needs of communities and the kids that live within them,” said Rick Castillo, board member, Hispanic Youth Foundation. Physical and economic restraints often limit the reach and development of youth and it is great to see that companies like Burger King Corporation are taking an initiative to reach out to organizations like the HYF. With the help of BKC and its resources, more opportunities are made available to local children.”
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 the Hispanic Heritage Council, Hispanic Association on Corporate Responsibility (HACR), League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), and the U.S. Hispanic Chamber of Commerce (USHCC). Since 1989, Bromley Communications has been the company’s agency of record for Hispanic market issues. The Hispanic Youth Foundation (HYF), a nonprofit organization, funds educational programs and other initiatives for at-risk Hispanic children and youth.
Posted by Elena del Valle on October 3, 2007
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Photo: GuessNow.com
Predictive website GuessNow.com added a new category, Vida Latina, on Latino culture topics to its pages. The new section allows GuessNow members to guess the outcome of future Hispanic market events, in English. The website tests subscribers’ predicting skills and rewards them with points which can be converted into money.
Florida based GuessNow launched the Latin category recently to increase Latino visitor traffic to its website. Executives see English speaking Latino consumers as such an essential market in the prediction arena and their website that they are spending 30 percent of their budget to market to Latinos.
“GuessNow.com will continuously fill their Vida Latina section with questions relevant to the Latin market. The company knows the importance U.S Hispanics give to events related to their ethnic group whether is politics, entertainment or business related so creating a category solely dedicated to these group is for sure the best way to attract the fastest growing minority group in the country,” said Gabriela Nunez on behalf of GuessNow.
Guessnow.com entices subscribers to participate within 15 seconds of logging on by providing short multiple choice questions about the possible outcome of upcoming events. In addition to Vida Latina, Guessnow.com categories include business, finance, people, entertainment, sports, news, and politics.
“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”
“Prediction markets fundamentally work on the wisdom of crowds,” said John Ferber, chief executive officer, Guessnow.com. “We are taking the concept of predictive markets to the masses, including the Latin community. The Internet makes it possible for anyone’s prediction to be known. We want every person’s voice to be heard which helps shape our future.”
Website promoters believe the site will draw people seeking clues on how to advance their business objectives, invest their money, pick winners in sports, choose winning stocks and who will win the 2007 Latin Grammy Awards. Common questions include: Why would you buy a Hybrid car? Will the print news media become obsolete within the next five years? Are the new music videos trivializing the political races? Do you think that immigrants that are in the U.S. illegally should have the right to stay in the U.S.?
Some of the questions in the Vida Latina section include: At this year’s Los Premios MTV Latin America, which artist will receive the Video of the Year Award? Who will be the Best Independent Artist at Los Premios MTV Latin America awards? Which Urban Artist will win the award at Los Premios MTV Latin America? At this year’s Los Premios MTV Latin America, which artist will receive the MTV Tr3’s Best New Artist Award?
Established in July 2007, GuessNow is owned by Vandelay Industries and managed by Ferber, described as the creator of Advertising.com; as well as Jason Ellin as chief financial officer, Erik Simons in business development, Jason Boshoff as chief operating officer, and Nicole Hollander in marketing and business development. Just 60 days after the GuessNow website was launched it reported 15,000 users.
Posted by Elena del Valle on October 2, 2007
Click on image to enlarge
The National Hispanic Business Information Clearinghouse (NHBIC) launched a website, NHBIC.org, designed to provide information for minority entrepreneurs wanting to start their own businesses. The project was funded by a $3.3 million grant from the U.S. Department of Labor and start-up capital from Denver-based Western Union.
Western Union will also assist in publicizing the program to small business owners and merchants through its network of 50,000 U.S. agent locations. The Latino Coalition and other national, state and local groups, as well as community and faith-based organizations, also plan to promote NHBIC to their members.
Western Union’s “ethic of empowering our consumers to achieve sustainable economic stability. These BICs, when available in multiple languages, will reach millions of immigrants and minorities with information to start, grow and maintain successful businesses in the U. S. The rewards will be felt nationwide,” said Fred Niehaus, senior vice president of public affairs for Western Union, of his company’s interest in supporting NHBIC.
Site organizers promise bilingual information on how to finance, manage and market a new or existing business. The website is published in English and Spanish and is expected to include other languages and ethnic groups in the future.
“The NHBIC website focuses on the three m’s of business, money, markets and & management. It empowers aspiring business owners by providing critical information on financing a business, selling products and services and running a company,” said Salvador Gomez, program project director, NHBIC. “As a bilingual resource, it will be especially useful for those who have traditionally been underserved because English is not their first language.”
“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 companies
Click here to learn about “Best in Class Hispanic Strategies” audio recording
According to promotional materials, the NHBIC website includes pre-screened and categorized business-related content; a specialized and business-specific search engine; personalized user features; localized, culture-specific community resources; and updated news related to minority small businesses.
“The launch and operation of the National Hispanic Business Information Clearinghouse will have a tremendous ripple effect in Latino communities across the United States and the country as a whole,” said Hector Barreto, former administrator of the U. S. Small Business Administration. “Small businesses are the engine of our nation’s economy, and this program encourages and supports entrepreneurial success and is to be commended.”
The NHBIC website will be the organization’s first in a series of online portals providing members of emerging markets basic tools to start a business. Additional clearinghouses are planned in coming years for African-American, Asian and Native-American audiences. Organizers plan to offer business basics, legal requirements, licensing, permitting, accounting, employee management, paying taxes, marketing, sales and government contracting information to those groups.
Posted by Elena del Valle on September 27, 2007
By Elena del Valle, MBA
Principal, LNA World Communications
Elena del Valle, MBA, principal, LNA World Communications
Photo: Cristian Lazzari
Did you ever wonder what you said or did to annoy a Hispanic media representative? Why the story you were working on went to a competitor and your company was mentioned in a lesser light or, worse yet, ignored completely by Hispanic media? As you’re sitting at your desk in the aftermath of the proverbial storm wondering what went wrong consider some sure fire ways to be left out in the future.
Read the complete article Five tips to ensure Hispanic media don’t cover your story
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Subervi, Ph.D. and Elena del Valle, MBA
Find out
• About the hundreds of Latino media
• Who are the major Hispanic media
• Type of media outlets they represent
• Languages in which they are produced
• Programming and content they offer
• Hispanic media geographic reach
• Hispanic media challenges
Click here for information on Latino Media and Hispanic Media Training
