Posted by Elena del Valle on August 23, 2007
State Water Heaters Spanish language ad
Photo: State Water Heaters
State Water Heaters is targeting Spanish speaking contractors in some United States Latino markets with Spanish language and Hispanic-themed print advertisements, web enhancements, and a Spanish language television show sponsorship.
“There are a growing number of plumbing and HVAC contractors in the U.S. who are Spanish speaking,” said Jeff Storie, brand manager, State Water Heaters. “We are increasing our Hispanic marketing in order to partner with these professionals and to have a larger presence in the southwestern United States.”
According to promotional materials, there are plans for a sponsorship and link to the website of “De Casa a Hogar,” a new home improvement show on Spanish language television scheduled to air this fall. The company also plans to publish English versions of the new print advertisements to attract English dominant Hispanics. The exact extent of State’s Latino market efforts was unavailable. A State spokesperson indicated the company was “unable to disclose what percent of the overall marketing budget is dedicated to Latino efforts.”
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“De Casa a Hogar” is expected to feature home improvement segments, technology tips, and a peak into Hispanic celebrity homes. State’s sponsorship includes product demonstrations as well as website, print, and broadcast sponsor recognition.
“The show will have tremendous impact among Latino communities, as there is currently no programming specifically speaking to Latinos about home improvement brands and services,” said Juan Escano, executive producer of “De Casa a Hogar.”
State Water Heaters is a manufacturer of water heaters for commercial and residential use. Based in Ashland City, Tennessee, State has seven water heater manufacturing plants and hundreds of distribution centers across the United States.
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
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Ins and outs of translations issues
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How to select a translator
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What to expect
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How to save on translation costs
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Posted by Elena del Valle on August 22, 2007
Click on image to enlarge
Although the Mexican born population in the United States has increased over the last three years and continues to increase, the rate of growth seems to have slowed in the last few months. According to a May 2007 report by the Pew Hispanic Center, it is difficult to determine exact changes in immigration from Mexico to the United States. It appears the percentage growth of south to north migration has been decreasing since mid 2006.
The researchers took into account four indicators in reaching their conclusion: the size of the Mexico born population of the United States; the number of Hispanic immigrants employed in the United States; Bank of Mexico remittance receipts; the number of apprehensions of individuals crossing the border illegally.
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Presenter Roger Selbert, Ph.D.
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- 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
- About Hispanics who earn more than $100,000 annually
Click here to purchase “Hispanic Projections with 2007-08 updates”
They concluded that the rate of growth of immigration from Mexico to the United States may have slowed in the second half of 2006 and first half of 2007. Due to inexact data sources, the researchers are unable to identify the reasons behind the possible changes or predict future trends. At the same time, they can’t tell if the slower immigration growth is the result of political, economic and border control policies or other factors.
In mid 2000 there were 4 million Mexican born residents in the United States. By early 2007 that number had reached 7 million. While many focus on the large number of Mexican immigrants entering the country, close inspection reveals a gentler slope in the growth over the last months.
Does the slowest rate of growth in remmitances to Mexico since 2003; half the increase in employment of Hispanics in the first quarter of 2007 than in the first quarter of 2004; and a 24 percent drop in apprehensions in the U.S. Mexico southwestern border compared to last year, in spite of increased patrols, reveal a lasting trend?
Posted by Elena del Valle on August 21, 2007
Ursula Mejia-Melgar, editor and Hispanic marketing manager, General Mills
Photo: General Mills, Inc.
Minneapolis, Minnesota – General Mills Inc. re-launched its free Spanish-language lifestyle advertorial magazine, Qué Rica Vida, as a quarterly publication. Last year it was published three times. This year, the publication, distributed via direct mail, at stores and community-based venues, is expected to have an average of 64 pages and a circulation of 350,000. The newly launched issues will have enhanced content and new layout and design. Qué Rica Vida was most recently published last spring.
The magazine will have four sections to be paired with General Mills brands: Ser Madre for moms, Ser Amiga with a friends slant, Ser Mujer, about being a woman and Ser Mejor, about self improvement. According to promotional materials, the magazine’s image and content were revised in response to consumer feedback. Company representatives declined to share information about the General Mills Hispanic market campaign budget or identify what percent of their overall budget they dedicate to Latino markets.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
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Qué Rica Vida exceeded its first-year goal of enlisting 100,000 subscribers, and in its second year, we have decided to focus on further improving the magazine’s appeal and readability,” said Ursula Mejia-Melgar, editor and Hispanic marketing manager, General Mills. “For that reason we listened to our consumers and worked with our design team, the Betty Crocker Kitchens, in-house food stylists and photographers to create a beautiful publication and an integrated platform that will truly connect with our readers, emotionally as well as practically.”
Que Rica Vida July 2007
Qué Rica Vida, Spanish for “What a Rich and Wonderful Life,” the magazine and its matching website quericavida.com is the cornerstone of General Mills’ year-old, multi-brand, Hispanic marketing initiative of the same name.
This year, General Mills plans community and public relations programs created in conjunction with Hispania Public Relations of Miami and Latino Family Media of Los Angeles. General Mills, with annual net sales of $13.4 billion, is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Häagen-Dazs, and Old El Paso.
Posted by Elena del Valle on August 19, 2007
Customer Loyalty Summit
Create a Great Customer Experience that Drives Profitability
November 12-15, 2007
The Westin Colonnade, Coral Gables, FL
IQPC is pleased to introduce our Customer Loyalty Summit, designed to explore best strategies for developing and maintaining customer loyalty. Find out how to prevent your brand from becoming a commodity and how to keep your customers. We will take a big picture, strategic look at the topic by demonstrating how it is the key to competitive advantage and impacts the bottom line. A small increase in customer loyalty can have a huge impact on bottom line revenue. Attendees will find out what’s new, what’s proven, and what works in:
• Marketing communications
• Measurement and analysis
• Customer education and response
• Technology, self service and service enabling
• Human Resources and motivation
• Fostering a customer focused culture.
For more information on our conference content, please visit www.iqpc.com/us/customerloyalty or call 1-800-882-8684
Posted by Elena del Valle on August 15, 2007
Gabriela Neves, Pat Pulido, Yvonne “Bonnie” Garcia, Coco Corona, Zully Gonzalez, founding members of Latina Agency Alliance
Photo: Latina Agency Alliance
San Antonio, Texas ––Five Latina marketing agency principals recently formed a marketing alliance, the Latina Agency Alliance (LAA), a coast-to-coast network of advertising, marketing and communications services targeting United States Latinos. The alliance members have offices in San Antonio, Los Angeles, San Francisco, Chicago and New York City; an employee base of 75; and access to a pool of 3,000 brand ambassadors.
The concept was spearheaded by Yvonne “Bonnie” Garcia, owner of San Antonio-based Market Vision. The other members of the network of independently owned Latina companies are Coco Corona, president, By Design Multimedia, a Hispanic marketing, special events and production company located in Vallejo, California; Zully Gonzalez, president, LatinSolutions, Inc., Long Beach, California, an event marketing and promotions agency; Gabriela Neves, owner, LatinFactory, Inc., a New York City-based events and experiential marketing company; and Pat Pulido-Sanchez, president and chief executive officer, Pulido Sanchez Communications, LLC in Chicago, a strategic marketing communications agency.
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
- About Hispanics who earn more than $100,000 annually
Click here to purchase “Hispanic Projections”
“It’s almost like a comadres network,” said Garcia, who plans to keep the alliance small with only eight members. Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”The Latina agency owners hope the alliance will expand their business opportunities; provide a forum where they can share capabilities and resources with likeminded agency owners, refer clients, mentor young Latina entrepreneurs; and facilitate collaboration on solutions to business issues the Latina-owned firms faces daily.
“Part of the alliance is to support each other through joint ventures,” said Gonzalez, when asked about the advantages and challenges of the alliance. “I think first and foremost is respecting the concept of alliance as opposed to partner. The alliance is more of a support group.”
The first entrepreneur in her family, Gonzalez, like the other alliance members, has worked closely with Garcia for the last few years. The decision to form the alliance was sudden. It was a “kind of premonition,” Garcia explained during a phone conversation. She contacted her colleagues on a Friday afternoon and by the following Monday they had made the decision.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
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Posted by Elena del Valle on August 14, 2007
14th Annual Ethnic & Multicultural Marketing Omnibus
September – November 2007
November 1 -2, 2007
Chicago, IL
Join a star team of Fortune 1000 clients and trail-blazers in multicultural marketing on the most successful ways of engaging the still growing and booming Multicultural Economy in the United States. One fifth of the nearly $10 Trillion in total U.S. buying power will come from the diverse multicultural segments. Learn how your brands can get a lion’s share of this robust market opportunity at a time when the general market’s buying power has considerably slowed down.
www.almevents.com/m1007
Posted by Elena del Valle on August 14, 2007
A Miami dealer page in Spanish
Click on image to enlarge
Photo: Dealerskins
Nashville, Tennessee – Dealerskins, an automobile web site developer based in Nashville, is introducing Spanish-language websites for dealers wishing to reach to target the fast-growing Spanish dominant Latino market. Although only 1 percent of the websites have content in Spanish, the company plans Spanish content for as much as 7 percent of websites.
The company relied on studies indicating that Hispanics’ online usage exceeds that of the general population including the AOL Latino 2006 Hispanic Cyberstudy. They point to the study’s findings that one third of Latinos visit automotive websites; Hispanic are expected to purchase 25 percent of cars in the next 20 years; and 60 percent of the participants in the study believed the Internet is the best source for auto information.
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
-
How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Click here to buy ”Hispanic Market Translation Issues”
“The U.S. Hispanic population is the fastest growing segment of Internet users, according to Jupiter Research. This group is currently underserved. Dealerskins wants to help ensure that Spanish language dealership sites are available for car buyers who prefer to visit sites in Spanish,” said Amanda Tossberg, marketing director, Dealerskins.
The Latino oriented Dealerskins websites are expected to allow Spanish speakers to shop for new or used vehicles, obtain financing, make a service appointment, and buy parts or accessories in their native language. Dealerskins hired a company specializing in automotive marketing to Hispanics to assist with the development of Spanish language websites.
Founded in July of 2000, Dealerskins is a division of Dominion Enterprises that provides automotive dealers web solutions. Dominion Enterprises, headquartered in Norfolk, Virginia is a media and information services company serving employment, real estate, automotive, recreation and industrial markets in the United States. The company has 6,600 employees nationwide and 2006 annual revenue of over $850 million.
Posted by Elena del Valle on August 9, 2007
Marc Mauer, executive director, The Sentencing Project
Photo: The Sentencing Project
According to a new report by The Sentencing Project, Hispanics are incarcerated twice as often as non Hispanic whites. The report, Uneven Justice: State Rates of Incarceration by Race and Ethnicity, examines the racial and ethnic dynamics of incarceration in the U.S., and identifies widespread variations in racial disparity in the 50 states. It indicates African Americans are incarcerated at almost six times the rate of whites and Hispanics at nearly double the rate of whites.
“What we’ve seen over the last decade is significant increase in the Hispanic population that’s incarcerated,” said Marc Mauer, executive director of The Sentencing Project. “This could reflect changes in crime rates by state or could reflect the way the government processes people.”
While men represent 97 percent of the general inmate population, among Latinos men represent 95 percent. At the same time, while Latinos correspond to 13 percent of the United States population, 20 percent of individuals incarcerated in state prisons, excluding non criminal immigration detainees, are Hispanic. The Latino population is generally young, especially when compared with America’s aging mainstream population. This may cause Hispanics to be represented in higher numbers among inmates.
“My guess is that is part of the explanation but it doesn’t account for all the increase,” said Mauer. “Racial disparities in incarceration reflect a failure of social and economic interventions to address crime effectively and also indicate racial bias in the justice system. The broad variation in the use of incarceration nationally suggests that policy decisions can play a key role in determining the size and composition of the prison population.”
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
- About Hispanics who earn more than $100,000 annually
Click here to purchase “Hispanic Projections”
African Americans (24 percent) and Hispanics (23 percent) are well represented among inmates charged with drug crimes while non Hispanic whites only make up 14 percent of those inmates. Mauer explained these inmates are usually minor players who use and sell drugs but are seldom the decision making kingpins. As part of the analysis, researchers integrated the findings of previous studies. They included jail populations in the general incarceration rate and assessed the impact of incarceration on the Hispanic community, a group that represents an increasing portion of prisoners.
The state figures for Hispanic incarceration also reveal broad variation nationally. Three states, Connecticut, Massachusetts, and Pennsylvania, have a Hispanic-to-white ratio of incarceration more than three times the national average. Research from the Department of Justice projects that if current trends continue; one in three black males and one in six Hispanic males born today will go to prison.
Incarceration rates for women, though lower, display similar racial and ethnic disparities. Following the report The Sentencing Project recommended that: legislators revise domestic drug control strategies which penalize a disproportionate number of low level offenders; revisit mandatory minimum sentencing requirements; establish standards for indigent defense to allow individuals with limited resources to receive quality representation; and require that future prison legislation include a Racial Impact Statement to anticipate projected consequences for persons of color.
Founded in 1986, The Sentencing Project is a national non profit organization working for a fair and effective criminal justice system by promoting reforms in sentencing law and practice, and alternatives to incarceration.
Posted by Elena del Valle on August 7, 2007
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Under the No Child Left Behind act English Language Learners (ELL) public school students must be proficient in reading and math by 2014. English Language Learners are students whose first language is not English. According to a report by the Pew Hispanic Center English Language Learners students lag far behind in reading and math. How many Hispanics are ELL students?
Although there doesn’t seem to be an exact number, an administrative count with little demographic information indicates in the 2003-04 school year there were 3.8 million ELL students. A more recent report, the 2005 American Community Survey, estimated that 9.4 million Hispanic students attended public school and 2.7 million public school students spoke English less than very well. Seventy percent of the limited English students were Hispanic; one in five Hispanic students spoke a language other than English at home and spoke English less than very well.
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National testing conducted in 2005 indicates that 46 percent of fourth grade ELL students scored in the lowest category possible in math; by eighth grade the scores had plummeted to 71 percent of ELL students in the lowest category possible. By eighth grade 71 percent of ELL students also scored in the lowest category possible in reading.
The Pew Hispanic Center report is based on an analysis of standardized testing around the country. It indicates eighth grade ELL students are 50 percentage points behind whites in reading and math. In fourth grade, they are 35 percentage points behind in math and 47 percentage points behind in reading.
The report also identifies significant gaps between the scores of ELL students and their black and Hispanic counterparts. An analysis of demographic data also explains why there is a decline in achievement among English Language Learners from elementary to middle school.
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 August 1, 2007
By Chelsea Starr Ph.D.
Qualitative Research Manager, Phoenix Multicultural
Chelsea Starr Ph.D., qualitative research manager, Phoenix Multicultural
Photo: Phoenix Multicultural
Some medical recruiting projects are more challenging for multicultural markets than for the general market. For diseases that are fairly common in the Latino community, like diabetes, your recruit may not be particularly challenging. But with a less common disease, for example a particular type of cancer, there are both cultural and practical aspects to be considered in the Hispanic market.
Click here to read the complete article
“A Snapshot of the U.S. Hispanic Market” audio recording
Presenter Michele Valdovinos, Phoenix Cultural Access Group
Click here to purchase “A Snapshot of the U.S. Hispanic Market”
