Posted by Elena del Valle on June 18, 2007
Search Engine Strategies Latino
June 18-19 | Intercontinental Hotel, Miami, Florida
Register by Friday, June 1 and save $100.
Exclusive Hispanic MPR subscriber offer: Save an additional 10% off when you use priority code 10HMPR.
Search Engine Strategies Latino is a 2 day, multi-track conference that specifically addresses search engine advertising (SEM/SEO). This event features presentations and panel discussions from industry experts including representatives from the search engines themselves; interactive and in-depth sessions & workshops; and an exclusive look at the latest search trends & developments. This is our 2nd annual conference and remains the only event dedicated to search and its place within the corporate marketing mix. En Español | Em Português
For more information visit us at http://www.seslatino.com/.
Posted by Elena del Valle on June 14, 2007
8th Annual Hispanic Boom Profitable Brand Strategies
June 14 -15, 2007
Wilshire Grand – Los Angeles, CA
The Hispanic market continues to soar. As purchasing power of the consumers reaches new highs, the competition to win, woo and engage this robust market makes this an even more exciting play. This advanced Latino marketing conference has a track record of bringing together trail blazers and Fortune 1000 brand teams.
Find out what brands like GE Money Personal Finance, Circuit City, Wells Fargo, MountainKing Potatoes, Albersons/SuperValu, AARP, Countrywide Home Loans, Lending Tree are battling for the mind, wallets and hearts of Latino consumers. The National Latino Children’s Institute will outline opportunities and challenges for non-profit organizations.
This senior-executive conference brings together an impressive line up of thought-leaders and experts who will take you to the next level of success in your Hispanic marketing efforts.
For details, visit www.srinstitute.com/M0907
Posted by Elena del Valle on June 14, 2007
Mireya Valero, president, Spanish Marketing Inc.
Photo: Spanish Marketing Inc.
Dallas, Texas – Texas based Pizza maker Pizza Patrón contracted Spanish Marketing, Inc. as its agency of record to handle public relations, advertising and marketing. The pizza chain recently raised eyebrows with its Pizza por Pesos™ campaign.
“We have successfully managed to differentiate ourselves from our competitors,” referring to the company’s brand positioning in the crowded pizza marketplace,” said Andrew Gamm, director, Brand Development, Pizza Patrón.
Prior to selecting the Texas agency, Pizza Patrón conducted an exhaustive search for media assistance choosing Spanish Marketing over many larger agencies who vied for the business. Over the past few years, the two companies have formed a synergetic relationship banking on each others’ assets. They have worked on various campaigns and branding.
“We are thrilled to team up with firms such as Pizza Patrón. Our success is our team-approach, respect, and perseverance. We value our customer and deliver value leading to client retention and long-term profitable relationships,” said Mireya Valero, president, Spanish Marketing, Inc.
Spanish Marketing, Inc., founded in 2001, offers marketing and advertising services targeting foreign-born Hispanic consumers. The company offers marketing strategy, brand strategy and development, media planning and buying, research, promotions and sampling, translations, trans-creations and public relations services.
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
-
What to expect
-
How to save on translation costs
-
Much more
Click here to purchase Hispanic Market Translation Issues
Posted by Elena del Valle on June 11, 2007
4th Annual Cosmeceuticals
June 11 -12, 2007
New York, NY
Learn why this sector is becoming beckoning dermatologists, plastic surgeons, department stores, biotechnology firms, pharmaceuticals, boutique organics and multinational beauty industry leaders to provide new offerings for the age old quest for agelessness.
In its fourth year, this conference has had the distinction of attracting top keynote speakers and industry leaders.
www.srinstitute.com/M0807
Posted by Elena del Valle on June 6, 2007
Mitch Golub, president, Cars.com
Photo: Cars.com
Miami, Florida—Terra.com, and Cars.com have teamed up to reach Spanish dominant Latino online consumers. As part of the effort, Cars.com’s complete inventory of more than two million new and used vehicles will appear on Terra’s automotive channel. The two companies hope to attract U.S. Hispanics who prefer to surf the web in Spanish with car related content, tools and services; and provide advertising options for marketers looking to tap into the coveted Hispanic segment. Terra will also feature Cars.com’s private-party listing service, Sell It Yourself.
“Earlier this year, we launched our Spanish-language site, allowing our visitors to search for used cars in Spanish”, said Mitch Golub, president, Cars.com. “In working with Terra.com we are building on our strategy to meet the needs of Spanish-speaking car shoppers.”
The companies believe the Internet offers buyers freedom to search and browse at their own convenience and customize information to fit their needs. In making their Spanish language marketing decision they relied on a recent Synovate survey indicating that more than two-thirds of Hispanic Americans they surveyed identify the Internet as the best resource for making purchase decisions. According to Terra.com, 60 percent of its visitors are online daily and 84 percent rate the Internet as the best media source for automotive information.
Fernando Rodriguez, chief executive officer, Terra Networks USA
“Through our partnership with Cars.com, Terra’s visitors can readily search millions of new- and used-car listings and access robust, easy-to-use tools that help them research, locate and purchase the vehicle they want,” said Fernando Rodriguez, chief executive officer, Terra Networks USA.
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. Terra.com is the U.S. Hispanic arm of the Terra Networks group, providing a portal and services to Spanish speaking users.
Cars.com is partnered with more than 200 metro newspapers, television stations and their websites, and advertises vehicles on behalf of 13,000 dealers, classified advertisers and private parties. The company website offers inventory search tools and new car configuration with pricing information, photo galleries, buying guides, comparison tools, original editorial content and reviews.
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 a recording on marketing to Hispanics online
Posted by Elena del Valle on June 5, 2007
Click on image to enlarge
According to a Pew Hispanic Center analysis of U.S. Census Bureau’s March Supplement to the Current Population Survey and data from the federal Office of Immigration Statistics, the percentage of foreign born residents who became naturalized U.S. citizens increased significantly over the last 25 years. Their analysis indicates that while most naturalized citizens used to be from Europe; by 2005 there were 4.4 million naturalized citizens from Latin America. Latin America with just over one third of all naturalized citizens was the top region of origin for foreign born citizens.
At the same time, of the 8.5 million foreign born residents eligible for naturalization in 2005, 3 million were Mexican. From 1995 to 2005 the percent of Mexicans who became naturalized increased 144 percent, representing the highest increase from any country of origin.
The Center’s report indicates that in 2005 the United States had the highest historical number of naturalized citizens, 12.8 million. From the 1970s to the middle of the 1990s the average number of naturalizations jumped from 150,000 to 650,000. They believe the increase signifies a greater likelihood that eligible residents will choose to naturalize.
The number of unauthorized immigrants showed a conspicuous spike between 1995 and 2005. This means there were increases in the immigrant groups with the closest ties to the country, naturalized citizens, and those with the least attachment, unauthorized visitors.
The Pew Hispanic Center is a non profit initiative of the Pew Research Center. The mission of the Pew Hispanic Center is to improve understanding of the Hispanic population and chronicle their impact on the country.
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 June 4, 2007
Federico A. de Jesús, director, Hispanic Communications
U.S. Senate Majority Leader Harry Reid’s office
Photo: Federico A. de Jesús
A podcast interview with Federico A. de Jesús, director, Hispanic Communications, U.S. Senate Majority Leader Harry Reid’s Office, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Federico discusses immigration reform issues with Elena del Valle, host of the HispanicMPR.com podcast.
Since March 2006 he has worked as spokesperson for Hispanic issues on behalf of the Leader and Senate Democrats. In 2003, he worked as press advisor for Hispanic Media Outreach for House Democratic Leader Nancy Pelosi in Washington, DC. During that time, he helped coordinate, draft and market the Democratic Hispanic Agenda Compromiso Demócrata con el Pueblo Latino, which was unveiled as the joint House/Senate Democratic vision for Hispanic American families.
In 2002, he was legislative correspondent, staff assistant and internship coordinator at Congressman Eliot Engel’s Washington, DC Office. Federico received a Bachelor’s degree from the School of Public Affairs at American University in Washington, DC.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Federico A. de Jesús,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the June 2007 section of the podcast archive.
“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
Click the button to hear the podcast:
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Posted by Elena del Valle on May 30, 2007
Nilda Velez, vice president and general manager, MosaicaMD
Photo: MosaicaMD
New York, New York — MosaicaMD launched the first Spanish language radio advertising campaign for Kimberly-Clark Corporation’s Scott bath tissue. Although company representatives declined to disclose results so far, specific budget numbers, percentage of the overall campaign the new effort represents, campaign end date or exact media placements, they indicated this campaign increases their investment in strategic advertising and marketing programs targeting Hispanics.
“As a global billion dollar brand, it is extremely important for us to communicate the qualities Scott Brand offers that address the needs of the Hispanic market,” said Jody Douglas, advertising development manager, Kimberly-Clark. “As research shows, this market already holds the Scott Brand in high esteem and wants to make the best purchasing decisions for their families. Our continuous commitment to providing families’ good value and quality solutions makes the Scott Brand product line a perfect fit for Hispanic shoppers.”
Kimberly-Clark marketers hope the campaign will influence budget conscious Spanish speaking consumers. Their qualitative research indicates these consumers seek value and brand benefits; and that although Hispanic consumers may hold the Scott brand in high regard, some Hispanic consumers describe themselves as “Grab and Go” bath tissue shoppers whose initial purchasing decisions are usually based on trial and error and word of mouth.
The campaign is earmarked to air on Univision Radio in key Hispanic markets. Two 60-second spots began airing April of this year. The first was titled “Long Lasting” in support of Scott 1000 bath tissue; “Decisions,” for Scott Brand Extra Soft bath tissue, followed.
“We are pleased to be instrumental in this newest initiative targeting the Hispanic market and while we worked under very aggressive timelines, we’re proud of what we were able to accomplish and the end-result,” said Nilda Velez, vice president and general manager, MosaicaMD. “MosaicaMD has had a long working relationship with Kimberly-Clark having most recently adapted the Kleenex Brand facial tissue ‘Let It Out’ campaign to Spanish language TV and print. We look forward to continuing to be a resource for them in targeting this very important consumer segment.”
Kimberly-Clark has a presence in more than 150 countries. Company brands include Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend. In addition to Kimberly-Clark, MosaicaMD offers multicultural marketing strategy and creative services to clients such as Unilever/Best Foods, Johnson & Johnson and Citibank. The agency is a wholly owned WPP company.
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 purchase Hispanic Market Translation Issues
Posted by Elena del Valle on May 29, 2007
National Association of Hispanic Publications
Jose Marti Publishing Awards
Photo: National Association of Hispanic Publications
Scottsdale, Arizona – The National Association of Hispanic Publications (NAHP) presented 163 awards to members for their excellence in print during this year’s José Martí Publishing Awards at the organization’s 25 anniversary celebration.
More than 700 entries in six categories were received from more than 50 member publications across the United States. The awards are named after José Martí, a Cuban journalist and poet.
According to a company spokesman, only NAHP active members in good standing can participate in the contest regardless of the publication language. Online publications are not eligible to become NAHP members and are illegible for the Jose Marti Awards.
“The José Martí Publishing Awards are very special to our industry. They honor excellence in publishing as our members continue to lead the growth in Hispanic print media in the U.S.,” said Clara Padilla-Andrews, president, NAHP. “Our members put out daily, weekly or monthly publications that are on a par with general market media, but with one difference, they speak directly to the Latinos living in the United States.”
This year’s award categories were General Excellence, Outstanding Sections, Written Word, Outstanding Design, Outstanding Photos and Cartoons, and Outstanding Marketing Materials. The cost of submission ranged between $30 dollars per entry for publications with a circulation under 30,000 per week and $60 dollars per entry for publications with a circulation of 60,001 copies or more per week.
This year’s judges were Nancy Ayala, editor, Marketing & Medios; Hugo Balta, news director, Telemundo; Jose Bayona, assistant editor, Hora Hispana; Christopher Campos, executive vice president, GlobalHue; Michael Gomez, executive vice president of Marketing for Master Card clients; Neil Porter, associate publisher, Medico y Familia; Carolina Gonzalez, professor, John Jay College; and Jorge Ulla, creative director, D exposito y Associados.
According to the organization’s website, the National Association of Hispanic Publications, Inc. (NAHP, Inc.) is a non profit trade advocacy organization representing Hispanic print publications in the United States serving 41 markets in 39 states, the District of Columbia and Puerto Rico, with a combined circulation of over 14 million. In the past two years the association has grown by more than 100 percent and represents 175 publications.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for more information and to buy your copy today!
Posted by Elena del Valle on May 16, 2007
Mario Quiñones
Photo: Mario Quiñones
New York, New York – Latin Pulse recently released Latin Pulse Internet Research, a new methodology for quantitatively testing Internet marketing initiatives in Spanish in consumer products, financial services, retail and automobile campaigns. The new Internet research service is designed for marketers who want to quickly test a few ideas at a low overall cost, while obtaining results beyond those offered by traditional focus groups. Costs range between $7,000 to test a few issues and $25,000 for a comprehensive test.
The new system, touted for its projectable data, is similar to the Latin Pulse computer based testing and analysis at central locations, except the data collection methodology uses a national, representative panel of U.S. Hispanic consumers and the results are retrieved over the Internet instead of on-site. Projectable data is obtained with a statistical representative sample of the population.
Company researchers believe respondents’ opinions can be projected to the entire population with a very high degree of certainty equivalent to 90 percent. When Latin Pulse tests an ad among a Hispanic sample, their staff believe the results of the ad test will be similar in approximately 90 percent of Hispanics with similar characteristics to those in the sample.
“Researching U.S. Hispanic consumers cost effectively with projectable sample sizes has always been a major challenge for U.S. companies,” said Mario Quiñones, president, Latin Pulse. “Many tend to use focus groups instead because they are viewed as less expensive than traditional quantitative testing, although these qualitative results can be misleading and actual costs of repeated sessions often become excessive. Reaching and testing Hispanic consumers on the Internet has been a particular problem because of relatively low online incidence and difficulties of ensuring a representative sample. However, we have found the right panel to ensure sufficient Hispanic online users, while continuing to use our unique computer controlled methodology.”
The results can be delivered within six to ten days, depending on the complexity and specifics of the sample. According to a company spokesperson, Latin Pulse Internet Research offers a robust data base which reflects the real marketplace; it is quantitative and projectable; and relies on a representative national panel of Hispanic consumers with varied levels of acculturation.
“The big advantage of the Latin Pulse model for Internet testing among U.S. Hispanics is that a marketer can quickly get reliable test results on select ideas which would be projectable, validated by Latin Pulse norms, and usually less expensive than two to three focus group sessions,” said Jay Gronlund, vice president, U.S. managing director, Latin Pulse USA.
Latin Pulse is strategic market research firm headquartered in Mexico City. The company is affiliated with AcuPoll from Cincinnati, and has been using its proprietary research technology for new product concepts, advertising copy and other marketing opportunities in Latin America and the U.S. Hispanic market since 2000.
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 an audio recording about marketing to Hispanics online
