Posted by Elena del Valle on July 26, 2007
Click on image to enlarge
Graphic: Hudson Employment Index
Worker confidence among Hispanics zigzagged dramatically over the last year with the most significant drop in a year in June 2007. Although the national average for June 2007 also fell, the 8.8 points drop for Hispanics was more severe reaching 95 compared to 103 in June 2006, according to the monthly Hudson Employment Index SM.
Worker confidence for African-Americans slumped, 5.8 points to register 88.2. The composite index, based on responses from 9,000 workers across races and ethnicities, also plunged in June, dropping 5.7 points to 101.2.
Other noteworthy findings from the June The Hudson Employment Index for Hispanic workers include: There was a substantial 12 point increase in the number of workers worried about losing their job in June (30 percent); fewer workers rated their finances as “excellent” or “good” in June (35 percent) than in May (45 percent); and more workers reported being happy with their job in June (78 percent) than in May (72 percent).
The Hudson Employment IndexSM measures the worker confidence in the United States. Based on monthly telephone surveys with 9,000 U.S. workers, the Index tracks aggregate employment trends on career opportunities, hiring intentions, personal finances, and job satisfaction. The Index is designed to reflect the opinions of a diverse cross-section of employees, across career levels within many industries. Researchers focus mainly on employees views.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” 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 for details on “Hispanic Projections”
Posted by Elena del Valle on July 20, 2007
2007 Search Engine Strategies San Jose
August 20-23, 2006
San Jose, CA
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Posted by Elena del Valle on July 19, 2007
David J. Perez, chief executive officer, Latin Force
Photo: Latin Force Group
New York, New York, – Latin Force LLC, a Hispanic marketing strategy firm, and Geoscape International Inc., a multicultural consumer intelligence and data analytics company, merged recently to form Latin Force Group. Existing staff will remain in place. The company plans to hire sales, finance and consulting staff.
The merger was made possible with the financial support of the Goldman Sachs Urban Investment Group (UIG). UIG is planning additional strategic investments in Hispanic marketing and related companies. Company representatives would not disclose the terms of the investment.
“The merged company will provide its existing and future customers with a clear competitive advantage in reaching America’s fastest growing demographic,” said Kevin Jordan, managing director, Goldman Sachs.
According to promotional materials, the new company provides integrated marketing services for over a quarter of the Fortune 100. Latin Force Group, with a staff of 30, will offer services and information to assist customers who want to identify and service ethnic consumers in financial, telecommunications, retail, insurance, health care, pharmaceuticals and consumer packaged goods. Latin Force Group clients include Allstate, Bank of America, Best Buy, Cranium, Direct TV, Epic Records, Humana, H&R Block, HSBC, ING, Kraft Foods, MTV, the NFL, Nickelodeon Networks, Toyota, Univision and Wells Fargo.
“This is an exciting first step in building out a full-service, integrated marketing company. The combination of Latin Force’s strategy consulting and Geoscape’s market intelligence data and systems form a unique and solid foundation for accelerated growth and future acquisitions,” said David J. Perez, chief executive officer of Latin Force.
Cesar Melgoza, managing director, Latin Force Group
The Latin Force Group will continue supporting Geoscape’s proprietary web-based platform, which draws upon database engines to reveal cultural attributes with dynamic segmentation, demographics and consumer spending data. Latin Force Group will operate from offices in Los Angeles, Miami and New York.
“Our industry leading products identify and segment customer data by ethnicity, acculturation, media preferences as well as consumer spending patterns,” said Cesar Melgoza, founder of Geoscape and now managing director of Latin Force Group.
The Goldman Sachs Urban Investment Group is part of the Merchant Banking Division of The Goldman Sachs Group, Inc. that invests capital in ethnic minority-owned or targeted businesses and urban real estate. Founded in 1869, Goldman Sachs is a leading global investment banking, securities and investment management firm. UIG makes corporate and real estate investments of $5 million to $50 million in various industries, project types, and financial structures.
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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Why it’s important to reach your clients in language
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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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Much more
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Posted by Elena del Valle on July 18, 2007
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Images: Donald Hernandez, Ph.D
Washington, DC – Children in Immigrant Families: The U.S. and 50 States National Origins, Language and Early Education, a new research brief by Child Trends and the Center for Social and Demographic Analysis of the University at Albany, State University of New York, indicates that four of every 10 children in immigrant families have Mexican origins. Children with Mexican roots constitute the largest group of newcomers in 26 states.
The brief, authored by Donald J. Hernandez, Ph.D., Nancy A. Denton, Ph.D., and Nancy MacCartney, M.A., also indicates that 20 percent of children in the United States live with one foreign born parent. Four in five children are American citizens, three out of four speak English and nearly one-half speak English fluently and another language at home.
These findings led the researchers to conclude that children in immigrant families are deeply rooted in the United States. At the same time the researchers concluded that many young children in immigrant families would benefit from quality early education programs to further their integration into American society.
Donald Hernandez, Ph.D., professor and chair, Department of Sociology, University at Albany, SUNY
“These children represent a unique human resource for America. Investing now in early education and family literacy programs can help these children flourish,” said Hernandez, Ph.D., lead author of the brief. “Such investments will help to maximize the economic productivity of the next generation of workers who will support the soon-to-retire baby-boom generation. By developing strong language skills, these children can enhance the global economic and geopolitical positions of the U.S.”
While a state-by-state analysis on children in immigrant families revealed children whose families come from more than 125 countries and live in 50 states, 40 percent of children with immigrant parents have origins in Mexico. These children account for 50 percent to 81 percent of children in newcomer families in 12 states including Arizona, Arkansas, California, Colorado, Idaho, Illinois, Kansas, Nebraska, Nevada, and New Mexico, Oklahoma, and Texas. Children with other national origins are more likely to be found in the remaining states.
Child Trends is a nonprofit, nonpartisan research organization providing social science research to those who serve children and youth. Established in 1981, the Center for Social and Demographic Analysis (CSDA) at the University at Albany is dedicated to provide a strong research infrastructure for scholarship in the social sciences. It emphasizes support for interdisciplinary population research, especially the analysis of spatial inequalities and concerns for vulnerable.
“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 purchase “Latino Family Dynamics”
Posted by Elena del Valle on July 17, 2007
5th Annual Marketing Foods & Beverages to Hispanic Consumers conference
July 17-18, 2007
Chicago, IL
World Research Group is proud to present The 5th Annual Marketing Foods & Beverages to Hispanic Consumers Conference, taking place on July 17-18, 2007 at Chicago, IL. Don’t Miss this Ground-Breaking Conference with In-Depth Case Studies and Proven Marketing Strategies from Leading Food & Beverage Companies and Product Retailers including:
- Yolanda Angulo – Director of Multicultural Marketing from Kraft Foods North America
- Sunil Pande – Category Manager from Tyson Foods and
- Jose Serafin – Senior Brand Manager from The Coca –Cola Company
Join us and our expert speaking faculty and gain valuable insight into effective strategies for successfully connecting with Hispanic consumer audiences. Please register early as space is limited.
For more information and to register, please visit our website, http://www.worldrg.com/ or call 800-647-7600. Mention promo code: EBS778 to receive a $400 registration fee discount!
For details, visit http://worldrg.com/showConference.cfm?confcode=FW07052
Posted by Elena del Valle on July 10, 2007
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According to a series of public opinion telephone surveys conducted by the Pew Hispanic Center and the Pew Forum on Religion & Public Life, between August 10 and October 4, 2006, Hispanics are transforming the nation’s religious landscape. The researchers came to this conclusion based on their findings; and believe the changes are the result of the fast growing Hispanic population numbers and because Latinos are practicing a distinctive form of Christianity.
As part of the survey the two organizations conducted more than 4,600 interviews, resulting in one of the largest data collection efforts on this subject. The study examined faith and behaviors and their association with political beliefs among Latinos. Researchers placed particular focus on Catholics, including those who remain with the church and those belonging to evangelical churches.
The study suggests that religion influences Latino political views. The researchers concluded that most Latinos believe religion provides a moral compass that includes political thought. At the same time, most Latinos feel the pulpit is an acceptable forum for social and political issues.
According to the study, evangelical Latinos are twice as likely as Catholic Latinos to identify with the Republican Party; and Catholic Latinos are much more likely than evangelical Latinos to identify with the Democratic Party.
The study centered on a telephone survey of a nationally representative sample of 4,016 Hispanic adults. The survey included an oversample of 2,000 non-Catholics to examine the growth of evangelical and Pentecostal Christianity among Latinos, including a detailed examination of the process of conversion. The sampling methodology included significant numbers of respondents in the major country-of-origin Hispanic segments.
The Pew Hispanic Center and the Pew Forum on Religion & Public Life are projects of the Pew Research Center, a Washington-based, nonpartisan research organization that seeks to provide timely information free of any advocacy on issues, attitudes and trends that are shaping America and the world. This study is the result of a yearlong collaboration involving more that a dozen researchers drawn from the staffs of both projects with expertise in a variety of subjects and research methodologies.
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 to buy Hispanic Marketing & Public Relations today!
Posted by Elena del Valle on July 8, 2007
Marketing to Men 18-34
August 8, 2007
The Altman Building – New York City
Brought to you by Adweek, Brandweek, Mediaweek, Billboard and The Hollywood Reporter, and presented by Ripe Digital, Marketing To Men 18-34 is the definitive conference for marketing professionals trying to make an impact on elusive male consumers. Learn how to engage and connect with your male audience through traditional and new media platforms. This one-day event features captivating panels and presentations on topics ranging from sports and videogame marketing to music, movies and media, plus brand case studies and valuable networking opportunities. For more information, call 646-654-7254 or go to http://www.marketingtomenconference.com/
Posted by Elena del Valle on June 28, 2007
Raul Lopez, president, Phoenix Multicultural
Photo: Phoenix Multicultural
In an effort to help its clients develop complete insights about the unique characteristics of the burgeoning Hispanic community in the U.S., the Nielsen Company and Phoenix Multicultural will launch a national Homescan Hispanic Consumer Panel with a research sample of 11,000 households. Phoenix Multicultural will field and maintain the panel households.
According to promotional materials, Nielsen will expand its existing Homescan Hispanic Panel in Los Angeles from 1,500 to 2,500 households to provide Fast-Moving Consumer Goods (FMCG) manufacturers and retailers detailed views of the needs, preferences and shopping habits of Hispanic consumers.
“We have worked with Nielsen since the original Los Angeles panel was established and we are very proud and honored to be Nielsen’s partner for this national expansion as well,” said Raul Lopez, president of Phoenix Multicultural.
The Hispanic population is expected to reach 50 million by 2010 and to continue growing in influence and purchasing power. Important to the FMCG market space, the Hispanic population should yield 18 percent of all U.S. households with children by 2010. Consumers who elect to join a Homescan Consumer Panel scan their purchases across all shopping outlets on a continuous basis. Panel expansion activity is underway and due to be completed by December 31, 2007. The first client deliverables are expected to be available May 2008.
Tim Kregor, president, Nielsen Homescan & Spectra, North America
“With this expansion, the Homescan Hispanic Panel becomes the only available national Hispanic scanner-collected longitudinal purchase panel,” said Tim Kregor, president, Nielsen Homescan & Spectra, North America. “Now marketers will be able to measure detailed purchase patterns within the Hispanic population, and translate those insights into brand specific plans. This $1 trillion market is an undeniable opportunity that demands unique strategies for all leading brands.”
The Nielsen Company is a global information and media company with brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company, with headquarters in Haarlem, the Netherlands, and New York in the United States, has more than 41,000 employees and is active in more than 100 countries.
Founded in 1999, Phoenix Marketing International is a United States marketing services firm and partner to many large companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries.
“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 to purchase Search Engine Marketing to Hispanics”
Posted by Elena del Valle on June 27, 2007
L’Bel Paris Libertage
Photo: L’Bel Paris
L’Bel Paris, a French cosmetics company which relies on home sales techniques, first approached United States consumers in late 2006 on the West Coast. This month, the company launched a South Florida and national bilingual campaign. With operations in 14 countries in Central, South, and North America, Belcorp launched L’Bel Paris U.S.A. Hoping to build on the brand’s reputation as a skin care line in Latin America under the name of Ebel; L’Bel Paris is making South Florida a priority market in the U.S.
Initial efforts will focus on Libertâge, one of the company’s top wrinkle creams, with an April to June 2007 television and print campaign. A second campaign for Resurgie, a mild exfoliator, will run on television, print and online from July to November 2007. The company will run a recruitment radio campaign concurrent with the product campaigns. Ads will appear in the following media outlets Latina Magazine, Vanidades, Cosmopolitan, Enlace, Selecta, People En Español, El Sentinel, El Nuevo Herald, Kena Magazine, Telemundo 51.com, Radio Mambi, Radio Recuerdo, and Radio Amor.
“In addition to a Hispanic and general market advertising campaign, L’Bel Paris is hosting several small scale events, July through September to build awareness of the brand,” said Claudia Gavidia, South Florida divisional sales manager, L’Bel. “These bilingual Espace Beaute gatherings, will pamper up to 15 attendees at a time with facials and make-up applications while they learn about the L’Bel Paris luxury line. Both Latina and general market consumers will be invited to participate in these events.”
The 35 year old L’Bel Paris manufactures skin care, cosmetic and fragrance products for women and men around the world. Products are developed at the Centre Biodermatologie des Laboratoires Sérbiologiques in France. A subsidiary of Belcorp, a private, multi-brand, international corporation, L’Bel Paris U.S.A. is headquartered in San Francisco with offices and consultants across the country. L’Bel Paris relies on 500,000 independent beauty consultants worldwide. In the United States, L’Bel products are available through independent beauty consultants and online.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here to purchase “Marketing to Hispanics Online”
Posted by Elena del Valle on June 19, 2007
Magazine Publishers of America
Photo: Magazine Publishers of America
New York, New York – Magazine Publishers of America (MPA) issued a new edition of the Hispanic/Latino Market Profile, a 20-page document designed to help publishers, advertisers, and retailers better target Latinos in the United States. The report is part of a series of profiles of demographic segments in America. The sources for the Profile were the U.S. Census Bureau, Synovate U.S. Diversity Markets Report 2006 and Selig Center’s Multicultural Economy Report 2006.
First published in print and posted online in 2003, the 2007 edition of the Hispanic/Latino Market Profile focuses on market updates and highlights population growth, sending power, and media habits.
According to the profile, by 2010 there will be 50 million Hispanics, accounting for 16 percent of the total U.S. population. By 2050, 28 percent of the U.S. population (122 million) is projected to be Hispanic. From 2000 to 2006 the purchasing power of Hispanics climbed more than 63 percent to $798 billion and by 2011 it’s expected to top $1.2 trillion.
The Market Profile indicates that 75 percent of Hispanic adults read over 11 magazine issues a month. It relies on data from a 2006 study by Synovate Research that indicates Hispanics engage more with magazines than with other major media.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, 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 to purchase Latino media and Hispanic media training
Synovate researchers conducted 901 telephone interviews with magazine and non-magazine readers, and 250 non Hispanic respondents. The focus of the interviews was to determine attitudes toward magazines, Hispanic magazines in particular. Hispanic magazines were defined as magazines in English or Spanish targeting Hispanics.
According to the report, magazines are the medium that most provide practical advice to Hispanics. Three quarters of Hispanics respondents of the Synovate research agreed TV is more for “zoning or vegging out” than magazines. At the same time, experiences of community and emotional connection ranked higher in driving magazine engagement for Latinos than the general market.
The affinity Hispanics feel about magazines overall extends to magazine advertising. About 63 percent of Hispanic readers agreed “I like magazine advertising,” and half said “I trust magazine advertising.”
The Market Profiles were developed by MPA “to help marketers understand the evolution of their customers and how they buy products and services.” The Market Profiles address the impact of rapidly growing segments of the U.S. population, offering research on market segmentation, population growth and trends, areas of geographic concentration, language preference, teen and youth markets, magazine readers and reading preferences, as well as top advertising categories, advertisers and agencies.
Sponsors for the Hispanic/Latino Market Profile include Mediamark Research Inc. and Quebecor World. Magazine Publishers of America is an industry association for consumer magazines. Established in 1919 and headquartered in New York City, MPA represents more than 240 domestic publishing companies with 1,400 titles, more than 80 international companies and more than 100 associate members. Ten percent of MPA members target Latinos.
