Posted by Elena del Valle on September 26, 2007
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The number of Latino foreign workers and their earning ability increased over the last ten years. While foreign born workers represented 7 percent of the labor pool in 1980, by 2005, they represented 15 percent of workers. Latinos accounted for 13 percent of the total labor force in 2005, up from 6 percent in 1980.
At the same time, there were 1.2 million more Latino workers in 2005 than in 1995. Not only did the percent of Latinos in the labor force increase and the absolute number of Hispanic workers shoot up, their earning capacity improved.
According to a recently published report by the Pew Hispanic Center, foreign born Latinos earned more money per hour in 2005 than they did ten years earlier. Newly arrived Hispanics between those years also fared better, according to Rakesh Kochhar, associate director for Research, Pew Hispanic Center.
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Kochhar concluded this is due to the arrival of better educated Latinos more likely to become employed in construction than in agriculture. At the same time that wage earning capacity of Latinos escalated to the middle of the range from the low end, wages for Asians jumped to the high end.The Pew report was based on the Census Bureau Current Population Survey, a monthly survey of 60,000 families. The report did not distinguish between documented and undocumented immigrants or the earning capacity of each group.
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.
Posted by Elena del Valle on September 25, 2007
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Photo: Hispanic Business magazine
In its September issue Hispanic Business magazine identifies large companies with policies friendly to Latinos and minorites in a special section, “Diversity Elite 60.” The magazine’s staff used more than 30 variables to measure the commitment of top Fortune 1,000 companies, American subsidiaries of Global 500 companies, and large U.S. public and private companies to Hispanic hiring, promotion, marketing, philanthropy, and supplier diversity.
As part of the listing process and following self imposed privacy guidelines, the magazine only disclosed information that is already publicly available. The final directory lists the top 60 companies, based on a weighted processing of company data conducted by HispanTelligence, the research arm of Hispanic Business Inc. Tables illustrating the cumulative data, including individual company quartile scores, accompany the list.
Information provided by magazine representatives indicates in making their selections they considered Hispanic and other minority representation on the board of directors and at the executive level; the company’s efforts to hire minorities; their attempts to support, retain, and promote Hispanic and other minority employees; marketing and advertising efforts targeting Hispanic consumers, as well as philanthropic or community services for minority groups; and supplier diversity programs. There is no indication of the weight given to each category or how many years of data were considered.
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“While I can’t disclose the weighting for each question in the survey, I can tell you that 33 of the 60 companies in the list reported having at least one Hispanic board member,” said a Hispanic Business magazine representative.
The top ten choices of the magazine’s editor’s this year are Southern California Edison, AT&T, Wal-Mart Stores, JPMorgan Chase, Bank of America, Comerica, Marriott International, Union Bank of California; Verizon Communications; and Hyatt Hotels Corporation.
Hispanic Business Inc. publishes articles about research, trends and the growth of the U.S. Hispanic consumer market and the Hispanic enterprise and professional sectors.
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Posted by Elena del Valle on September 21, 2007
Actress Angélica Vale and Ronald McDonald aboard the Museo de la Música McDonald’s
Photos: Museo de la Musica McDonald’s
In an effort to win Latino hearts with music, McDonald’s recently announced a Latin Grammy oriented campaign including a Latin music museum on wheels. The other elements of the campaign are Latin Grammy Street Parties with performances from Latin music artists; and a national sweepstakes for a trip to the music awards ceremony in Las Vegas.
The Museo de la Musica McDonald’s, a 53 foot long and 23 foot wide truck filled with Latin music memorabilia from 38 artists, will be touring seven United States cities: Albuquerque, Phoenix, Chicago, Los Angeles, New York, Dallas and the City of Hialeah near Miami. The program began with the Museo launching September 6, 2007 in Los Angeles and will tour from September 9 to October 28, 2007.
Some of the memorabilia featured in the vehicle, which took a month and a half to build, include Selena’s iconic purple jumpsuit and her microphone; a wig, dress and heels that once belonged to Celia Cruz; a guitar autographed by Mana; a dress worn by Graciela Beltran during White House festivities; and the bottle of Remy Martin featured on Johnny Pacheco’s album “Champ.” There are also items from Tito Puente, El Gran Combo, Juanes, Maná, Alejandro Fernández, Ramon Ayala, Héctor Lavoe, Israel “Cachao” Lopez, Pitbull and Santana.
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Once on site, a hydraulic system enables the vehicle to expand in width to simulate a regular museum experience. Inside the truck, plasma screens feature a video loop of Latin music genres like regional Mexican, Tex-Mex, salsa, merengue, pop, bachata, and rock.According to promotional materials, the tour will include a Gibson Guitar POD Station with musical demonstrations, and a scholarship station where visitors can obtain information about the Ronald McDonald House Charities and HACER Scholarship Program.
“This year, McDonald’s will celebrate the 8th Annual Latin Grammy’s in a big way by bringing all the excitement right to our fans in our Hispanic communities,” said Cristina Vilella, director of Marketing, McDonald’s USA. “Our sponsorship role this year continues our long history of supporting Latin music and providing quality live music events for our customer’s enjoyment.”
Exterior of the Museo de la Música McDonald’s
“The Latin Recording Academy is thrilled to have McDonald’s as a presenting sponsor of the 8th Annual Latin Grammy Awards, and recognizes its efforts to support initiatives that bring Latin music to the general public through the Latin Grammy Street Parties, the McDonald’s Museo de la Música and the 8th Annual McDonald’s Latin Grammy Awards Sweepstakes,” said Gabriel Abaroa, president of the Latin Recording Academy.
The McDonald’s 8th Annual Latin Grammy Awards Sweepstakes will give away ten grand prizes consisting of a trip for two to attend the 8th Annual Latin Grammy Awards show in Las Vegas on November 8, 2007. The prize includes round-trip airfare, hotel accommodations for a two-night, three-day stay in Las Vegas and a $500 gift card.
There are 261 Hispanics who own and operate 851 McDonald’s restaurants in 35 states with combined revenues exceeding $1.8 billion. McDonald’s USA, LLC, is a leading foodservice provider in the United States serving fast foods to millions of customers every day. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. Ronald McDonald House Charities, a non-profit, 501 (c) (3) corporation, creates, finds and supports programs that directly improve the health and well being of children.
Posted by Elena del Valle on September 19, 2007
Bibi Gaytán, spokesperson for Kraft Foods’ De mamá a mamá program
Photo: Kraft Foods
Kraft Foods and several of its most popular brands has hired Bibi Gaytán, a Mexican actress and mother, to be the face of the company’s De mamá a mamá and From Mom to Mom program that target busy Spanish dominant Latino mothers. The program includes Spanish language spots, in-store demonstrations and a website.
“As any mom, I am always exploring new ways to be ‘supermom’, while spending quality time with my children and providing them with smarter lifestyle choices so they can keep their bodies and minds strong,” said Gaytán. “I am excited to work with Kraft Foods on this program to share a wealth of valuable information, ideas and inspiration with Latina moms to help them balance their two worlds.”
The program, divided into Quick Idea, Smart Food Choices and Spending Time with the Family, includes ideas and tips centered on Kraft products for Hispanic moms, especially Spanish dominant Latinas who wants to make a speedy meal.
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“With the Kraft brands that moms know and trust and our Kraft Kitchen experts, we can help create avenues in which Latina mothers can receive, share and incorporate solutions into their everyday life,” said Yolanda Angulo, director of Multicultural Marketing for Kraft Foods. “We know how time consuming being a mom can be and how important it is to spend quality time with loved ones. Working hand in hand with Bibi Gaytán on our De mamá a mamá program, we can help Latina mothers across the U.S. make every day special for their families.”
The Kraft De mamá a mamá program incorporates a series of television vignettes and radio spots showcased in Hispanic markets. Also in the works are in-store demonstrations in Texas (San Antonio, Dallas, Houston, McAllen, Harlingen and Brownsville), Miami, New York and Los Angeles. Media workshops for mothers will feature Gaytán and a Hispanic Kraft Kitchen expert. When we visited the program’s bilingual website, the home page showcased five articles, a Spanish language video of Gaytán and the home maker’s biography. There were also links to Recipe Exchange, Comida y Familia, Cooking School, Healthy Living, Promotions and Our Products sections.
Mexican-born actress and singer Gaytán gained popularity by acting in many popular telenovelas and when she joined the musical group Timbiriche in 1989. After meeting actor Eduardo Capetillo on the set of her last telenovela, she married and retired from show business to focus on being a wife and mother.
Kraft Foods, one of the world’s largest food and beverage companies, has annual revenues of more than $34 billion. Kraft markets a broad portfolio of brands in 155 countries, including seven brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates.
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Posted by Elena del Valle on September 13, 2007
Isabel Gómez-Bassols, spokesperson, Kimberly-Clark Hispanic initiative Madre y Mujer
Photo: Kimberly-Clark
Scott Brand launched an interactive promotional campaign targeting Spanish speaking Latino consumers. The company hopes Latinos will share Hispanic sayings in the “Comparte tu Dicho” Dichonario campaign, slated to run September 1 through December 14, 2007. Scott will gather submissions to compile what promoters describe as one of the world’s first dictionaries of Spanish-language proverbs.
“Dichos embody the common sense of our community,” said Isabel Gómez-Bassols, spokesperson for Kimberly-Clark’s multi-brand Hispanic initiative Madre y Mujer, which includes Scott products. “By compiling them into a book that will be accessible to future generations, Scott will be helping to preserve a very important and precious part of our cultural legacy.”
For campaign purposes, dichos are “easily remembered, home-spun, common-sensical verbal treasures that punctuate most Latinos’ daily conversations” that contain collective wisdom and are handed down by word of mouth through generations of Hispanics.
“Scott has established a very strong connection with consumers in the general market as the common-sense choice, the brand that delivers what it takes to get the job done, for people who want substance, value and quality,” said Wendy Jacobson, marketing manager, Consumer Promotion for Scott. “We hope to further extend that connection to Latino consumers by celebrating cherished traditions such as dichos, and helping them thrive.”
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The initiative, created by Miami-based Mass Hispanic Marketing, will be driven by radio ads in three cities, Los Angeles, Houston and San Antonio. At the national level, the campaign is expected to reach Latinos online and through in-store events. Consumers will be invited to share favorite Spanish language sayings in exchange for a chance to win a $3,000 grand prize, two $500 first prizes, and a year’s supply of Scott bathroom products.
“Eblasts will be sent by retailers to their Hispanic customer base, and the initiative will be supported by the brand with national radio via Dr. Isabel’s Univision Radio network show, spot radio buys in San Antonio, Houston and Los Angeles, in-store activities and POP displays in S.A., Houston, L.A. and New York, and a consumer-oriented PR campaign, nationally,” said Odette Hasbun, director, Client Services, Mass Hispanic Marketing. “As a matter of policy, Kimberly-Clark does not divulge marketing budgets,” she responded when asked about the campaign budget.
In 2006, Scott brand crossed the billion-dollar U.S. sales mark following four consecutive years of significant growth in the consumer bath tissue and towel category. When combined with sales of Scott-branded products in Europe and in Kimberly-Clark Professional and K-C’s developing and emerging markets businesses, the brand’s worldwide sales exceed $2 billion. No information was available about the extent of the company’s efforts to reach the Latino market or the brand’s popularity among Hispanics.
Madre y Mujer is a Kimberly-Clark initiative designed to provide practical, everyday solutions to Hispanic women in an effort to improve their quality of life and that of their families. Kimberly-Clark and its brands Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend can be found in 150 countries.
Posted by Elena del Valle on September 11, 2007
John Brier, chief executive officer of Tinbu
Photo: Tinbu
Tinbu, a Pensacola, Florida based technology company, recently expanded its Spanish language interactive content division. Established in 2005, Tinbu uses patent-pending technology to create interactive turn-key modules used by online media groups to drive page views, repeat visitors, and advertising revenues.
“We have seen explosive growth in the demand for our Spanish language content modules,” said John Brier, chief executive officer of Tinbu. “Our interactive lottery, horoscope, and swimsuit modules are driving millions of page views each month for our online media partners, and we are pleased to see Spanish language media groups benefiting from our patent-pending technology.”
Spanish language websites represent about 15 percent of the company’s business. Tinbu works with Spanish language online publishers AOL Latino, Quepasa, MSN Espanol, Tribune, Telemundo, and ABC Television.
Tinbu, which offers interactive Spanish language content modules for lottery, horoscope, and swimsuit models, plans to launch additional Spanish language content modules for weather, global soccer, flight tracking, gasoline pricing, finance, and entertainment, in the next two quarters. Brier estimates Tinbu technology reaches 20 million Spanish speakers in the United States.
Tinbu, LLC, and its wholly owned subsidiaries Gaming Solutions International, LLC, and CyberIntegrations, LLC, use patent pending technology to provide interactive data products to online and wireless companies. Tinbu is owned by Brier, Bin Tu, Wade Dawe, and Southbound Investments, Inc., a Canadian corporation. The name of the company is derived from Tu’s name.
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Posted by Elena del Valle on September 7, 2007
Lantigua Designs Feliz Navidad and Reyes Magos cards
Photos: Lantigua Designs
The Occasions Group, a consortium of companies that design, produce and distribute stationery and décor products for weddings, holidays, parties and special, recently added Spanish and bilingual Christmas greeting cards from Lantigua Designs to its retail catalog, Libre-Creación.
“There was a lack of original Latin-flavored product in the Holiday market and a need for bilingual cards. We saw Lantigua Designs’ ideas and knew they were what our market would want to send to their friends and family: Latino Holiday designs made especially for the Hispanic market,” said Claudia Goffan, director of Hispanic Market Business Development at The Occasions Group.
Lantigua Designs’ colorful Spanish language Christmas cards are meant to be attractive to the diverse Latino groups and a reflection of the varied traditions they share in common. The cards are sold in boxed sets or personalized through The Occasions Group 30-page catalog which is distributed to 3,000 retailers nationwide.
The Occasions Group has two Hispanic market retail collections, Festividades and Celebracion. The Libre-Creacion catalog features print-at-home invitations and holiday cards. Do-it-yourself kits for Latinas are in the works. There is also a catalog of accessories and decorations for quinceañeras, Uniquely Quince.
To reach Latino consumers The Occasions Group representatives attend exhibits; the company also places print and online advertising, produces brochures, and relies on public relations and grassroots efforts. The percent of sales Latino products represent for the company was not made available nor was the percent of marketing dollars the company dedicates to the Spanish speaking Latino market.
“We are honored to have been chosen by the leading company in the greeting card and invitation industry,” said Liz Lantigua, creative director and founder of Lantigua Designs, Inc. “They have a great vision and commitment to serving the Hispanic market with quality products.”
The Occasions Group, headquartered in North Mankato, Minnesota, employs over 3,500 people in 25 locations across the United States, Canada, Sweden, Mexico and the United Kingdom.
Lantigua Designs, a Florida-based greeting card company since 2004, produces greeting cards, stationery and invitations for the Hispanic market. Lantigua products are can also be found in South Florida and New York stores.
“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”
Posted by Elena del Valle on September 4, 2007
Richard Swerdlow, chief executive officer, Condo.com
Photos: Condo.com, Terra Networks
Condo.com and Terra Networks signed a partnership agreement to launch a bilingual real estate website. Bienesraices.terra.com, the co-branded website, features a Spanish language condo marketplace designed for real estate buyers and developers from Latin America, Spain and Hispanics in the United States. The companies hope 10 percent of the website visitors will be from Spain, 50 percent from Latin America and 40 percent from the United States.
English dominant visitors to the website will also find a small news section and blog at the bottom of the page. Visitors to Condo.com have the option of searching in English or Spanish.
The co-branded site will be promoted on Terra.com’s network of sites. Project marketers plan to promote the site on the web and in print. Eleven of the top 16 markets listed on the website are in the Caribbean and Latin America: Argentina, Barbados, Belize, Brazil, California, Costa Rica, Dominican Republic, Las Vegas, Mexico, Miami, New York, Panama, Puerto Rico, Uruguay, Texas, and Venezuela.
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Fernando Rodriguez, chief executive officer for Terra Networks
“This strategic partnership will set a precedent for how U.S. and Latin American developers, real estate agents and individual sellers communicate with each other,” said Richard Swerdlow, chief executive officer, Condo.com. “Serving the Hispanic and Latin American communities has become increasingly important to the real estate industry and Condo.com is proud to be leading the way. Our relationship with Terra will transcend the language barrier and impact the real estate community in an extremely positive way, facilitating condo transactions across all borders.”
“Terra leads the U.S. Hispanic and Latin American online market, so it makes sense for us to partner with the leading online condo marketplace,” said Fernando Rodriguez, chief executive officer for Terra Networks. “We anticipate our relationship with Condo.com will have a significant impact on the Spanish speaking real estate community and look forward to building an online real estate portal, unrivaled around the world.”
Condo.com is a privately held company headquartered in Miami, Florida. According to the Condo.com website, the Company lists 300,000 condos from the U.S. and 70 countries valued in excess of $100 billion and the site is visited by over 15 million viewers per month. Terra Networks is a global Internet group with a presence in the U.S. and Latin America. The group operates websites in the United States, Spain and Latin America.
Posted by Elena del Valle on August 28, 2007
Andres Montalvo, general director of Construmex
Photo: Construmex
In spite of a slump in bank remittances to Mexico in the last few months, two companies are confident in continued growth. Construmex, a United States housing project supported by Cemex, and DolEx Dollar Express, Inc., an electronic money-transfer agency, recently announced a strategic alliance to facilitate their marketing efforts to reach Mexican immigrants in the United States. They believe many immigrants want to invest in a family home or small business in their country of origin.
Under the new alliance, DolEx promises to promote Construmex at is branches and ensure funds sent for Construmex building materials and monthly payments for a new home are used by beneficiaries and family members specifically for those purposes. Additionally, regular monthly housing credit payments can be made at all DolEx locations. Construmex and Dolex plan to install toll free hotlines at DolEx locations in the U.S. to respond to DolEx client interests in the Construmex service.
“We are thrilled to join forces with a company as reputable as Cemex’ Construmex and are confident that Mexicans in the U.S. will take full advantage of the services of both companies from our combined networks throughout the U.S. and Mexico,” said Salvador Velazquez, general director of DolEx’s operations in Mexico. “Now our clients can both send money home and invest productively in their futures. No other similar program exists in the U.S.”
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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
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“We’re giving Mexican immigrants the opportunity to create wealth by making productive investments in their home country, contribute to the strengthening the economy of our dear country, and, of course, allowing them to build their dream. Most recently, we have witnessed an increased interest in building small businesses in Mexico,” said Andres Montalvo, general director of Construmex.
Since it was established in 2001, Construmex has provided Mexicans working in the U.S credit and financing services to facilitate investments in building materials, self-construction, remodeling and new home purchases in Mexico. The program allows Mexicans who may not be creditworthy the opportunity to own a “dream home” in their motherland. According to the Cemex and Construmex websites, Houston based Construmex has assisted more than 30,000 Mexicans and 8,000 Mexican families living in the United States to build or buy homes in Mexico.
The Construmex program is designed to be comprehensive and is meant for Mexican immigrants to the United States wishing to purchase or have work done in homes in their country of origin. According to promotional materials, Construmex offers interest rates and payment options commensurate with the financial needs of Mexican immigrants.
DolEx has a network of over 875 branches in the U.S. and 10,000 distribution points in Mexico. Cemex, a 100 year old company, is a building solutions company with operations in more than 50 countries.
Posted by Elena del Valle on August 24, 2007
Quince pedicure set
In May 2007, entrepreneur Jennifer Fallon launched Myquincefavors.com, a website targeting young Latinas getting ready to celebrate their 15 birthday with traditional quinceañera parties. Now there are 800 products, mainly quinceañera party favors, as well as accessories and gifts for the court, on the website. Company representatives indicate they pay special attention to personalization, offering tags for many of the party favors to be personalized as well as embroidered and engraved gifts.
“I have experience in the reception party favor market and I am always looking for the trend-setting colors and styles. I noticed that today’s 15-year old girl dreaming of her perfect Quincenera doesn’t have many options when it comes to party favors and accessories,” said Fallon, owner of Smart Marketing, Inc. and Myquincefavors.com.
Quince gown candles are among the website’s top selling items
“I saw an opportunity to market trend-setting and cool designer party favors and gifts that appeal to the modern 15-year old girl. I am always looking for unique and elegant products and carefully hand-pick each items we sell on My Quince Favors.com. Our goal is to help the new generation of Latinas who are comfortable blending old traditions with their own modern sense of style,” said Fallon.
Candles are very popular. Best selling favorites include happily-ever-after, orchid, ball of roses and quince gown candles, forever photo coasters, and a tiara place card holder.
The company has a staff of 15 including several Spanish speakers. Fallon markets the website via the main search engines and on sites reaching 14-15 year old girls such as quincegirl.com. She has also experimented with print advertising and trade shows.
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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”
