Posted by Elena del Valle on April 26, 2007
2007 Voz Latina Marketing to Hispanic Conference
April 26, 2007 Intercontinental Miami
Now in its 3rd year, Voz Latina is the definitive Hispanic marketing conference hosted by Adweek’s Marketing y Medios, Adweek, Brandweek and Mediaweek in conjunction with the Billboard Latin Music Awards. Presentations cover online and multi-channel marketing strategies, branded entertainment, celebrity endorsements and creating ads, plus a Hispanic consumer panel, exclusive research and much more. The Hispanic Best Spots of the Year Awards will be announced at the Voz Latina Luncheon, and the first 100 registered attendees receive a complimentary all-access pass to the Billboard Latin Music Awards and pre/post VIP parties. It’s a week of learning, networking and celebrating you simply cannot miss! Speakers include:
- Jacqueline Hernandez-Fallous, Publisher, People en Español
- Lucia Ballas-Traynor, SVP, General Manager, MTV Tr3s
- Gonzalo Perez, Director, Multicultural Research and Consumer Insights, MTV Networks
- Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University, and Cheskin Co-Founder
- Sergio Alcocer, President / Chief Creative Officer, LatinWorks
- Thomas Schimoler, Creative Director, The Vidal Partnership
- Carlos Tornell, Creative Director, OLE
- Marcus Owenby, Director, Marketing, Cingular Wireless
- Doug Darfield, Senior Vice President, Hispanic Services, Nielsen Media Research
- Anne Howard, Director of Online Services, La Agencia de Orcí
- Greg Cunningham, Group Marketing Manager, Target
* * * Special Discount for HispanicMPR.com subscribers * * *
We have negotiated a special rate for HispanicMPR.com subscribers who want to attend the Voz Latina conference. Simply enter promo code MPR599 when you register and you will save $200 off the registration fee!
Visit http://www.marketingtohispanics.com/ or
Call 646 654 5170 or 646 654 5170
Posted by Elena del Valle on April 25, 2007
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According to a recent Pew Hispanic Center fact sheet, two thirds of all new construction jobs went to Hispanics in 2006. In spite of a sluggish housing market, there was employment growth in the industry last year. The study leads to the conclusion that the construction industry is of great importance for foreign born and newly arrived Hispanics.
From 2005 to 2006, the Pew study indicates Hispanic employment increased by nearly one million. Latinos accounted for 36.7 percent of the increase in employment. The comparatively high share of employment reflects demographic changes in the U.S. In 2006, Latinos 16 and older accounted for 40 percent of the total increase in the working-age population.
Three of every four of these are foreign born Latino workers. At the same time, foreign-born Latinos who arrived since 2000 represented 24 percent of the total increase in employment in the U.S. labor market last year. The Pew Hispanic Center estimates indicate that about two-thirds of the increase in the employment of recently-arrived Hispanic workers is the result of illegal immigration.
In reaching its conclusions Pew staff relied on data from the Bureau of Labor Statistics and the Census Bureau. Most of the data is from the Current Population Survey, a monthly Census Bureau survey of 60,000 households.
“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”
Posted by Elena del Valle on April 24, 2007
Stephen Palacios, director, Cheskin, New York
Photo: Stephen Palacios
The Center for Marketing of New York University (NYU) will offer a two-day multicultural marketing course including several Hispanic market presentations. “Marketing to the New Majority: How to Reach the Multicultural Consumer” will take place from 9 am to 5 pm Friday, April 27 and Saturday, April 28, 2007. Three of the fourteen course presentations will be about Hispanic market topics. Registration for the non credit course costs $695.
Class Instructor Lisa Skriloff will provide an overview of multicultural market trends, the business case for diversity and discuss specific niche markets such as Hispanic, African American, Asian American, Women, Gay and Lesbian, and Disability. Skriloff is adjunct faculty member, New York University since 2001 and president, Multicultural Marketing Resources, Inc. (MMR), a public relations and marketing firm. During the course, guest speakers will share their expertise on niche markets and discuss ways to reach these groups with “traditional and innovative methods.”
“It’s a non credit class and part of our General Marketing Certificate. On average our class size is 16 to 18 students,” said Michael Browne, education advisor, School of Professional and Continuing Studies, New York University.
Stephen Palacios, director, Cheskin New York will discuss “Future Direction of the U.S. Hispanic Market: The Evolving Marketing Paradigm;” Pamela Kimmerling-Hoveling, owner, RK Hispánica Direct will talk about ”Direct Marketing to the U.S. Hispanic Market;” and Teresa Soto, president, About Marketing Solutions, Inc., will address “Right Fit Strategies, Operations and Infrastructure for Sustainable Hispanic Market Success.”
Other guest speakers for the class include: Ron Campbell, president, Campbell-Communications, Inc.; Roy Cosme, president, Arcos Communications; Saul Gitlin, executive vice president, Strategic Services, Kang & Lee Advertising; Shago Ghosh, ASB Communications; Valerie Graves, chief creative officer, Vigilante Advertising; Verdia Johnson, president, Footsteps, LLC; Andrea March, co-founder, Women’s Leadership Exchange; Laurel Van Horn, research director, Open Doors Organization; Veronica Villalpando, group director, Accounts, Latinvox; Luke Visconti, partner and cofounder, DiversityInc and Mike Wilke, founder and executive director, Commercial Closet Association.
The class is one of three required courses in the University’s five-course General Marketing Certificate. The instructor will provide grades to students based on attendance and completion of two assignments.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Click here for details and to purchase an audio recording presentation by Roger Selbert, Ph.D. on “Hispanic Projections”
Posted by Elena del Valle on April 23, 2007
Mario Quiñones, president, Latin Pulse
Jay Gronlund, vice president and managing director, Latin Pulse USA
A podcast interview with Jay Gronlund, vice president and managing director, Latin Pulse USA, and Mario Quiñones, president, Latin Pulse is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss emotional branding to Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Jay, a marketing professional with over 30 years of senior management experience in large multinationals and in international consulting, founded The Pathfinder Group in 1990. In September 2004, the company, which specializes in business development overseas for U.S. based clients, joined forces with Latin Pulse to expand its professional capabilities in the U.S. Hispanic market.
Before starting Pathfinder, Jay was vice president and director, Marketing, Newsweek, senior vice president, Marketing and New Business, Seagram, group manager at Church & Dwight, and brand manager, Richardson-Vicks. He has a bachelor of arts from Colby College and a master of business administration degree from Tuck at Dartmouth College. Jay has been teaching a Positioning and Brand Development course at New York University since 1999.
Mario is founder and responsible for the operations of Latin Pulse since July 2000. The company has operations in Mexico, Central America, South America and the U.S Hispanic market. Mario leads the development of AcuPOLL products for Cinema testing, Car Clinics, Packaging and Advertising testing. He is also responsible for the enhancement of a new human resources product utilizing the AcuPOLL methodology.
Prior to Latin Pulse, Mario spent most of his professional career working at Proctor & Gamble in the U.S., Kraft Foods, High Life and General Mills Toy Group where he held senior marketing and management positions and was responsible for operations in Mexico and Latin America. Mario is a graduate of Texas Christian University with majors in marketing and finance.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Jay Gronlund, Mario Quinones,” click on the play button below or download the 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 April 2007 section of the podcast archive.
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“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
Presenters Jay Gronlund and Mario Quiñones
A presentation by Jay Gronlund and Mario Quiñones and discussion with Jay Gronlund and Mario Quiñones and HispanicMPR.com host Elena del Valle about emotional branding to Latinos.
This product consists of 104 minutes of useful insights and information by leading Latino market experts.
Available for the first time exclusively on HispanicMPR.com!
“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
Posted by Elena del Valle on April 12, 2007
Miguel Gonzalez, vice president of Latino sales, Hy Cite
Photo: Hy Cite
Hy Cite Corporation, with the help of The San Jose Group as its Hispanic agency of record, recently launched a mid-seven figures 2007 campaign targeting Spanish dominant Latinos. It is the company’s first branding and marketing Spanish language television oriented campaign for the Royal Prestige® product line. The new 30 and 60-second ads began airing, in the first quarter of 2007, on Spanish-language networks Univision, Telemundo and Galavision.
According to a San Jose Group spokesperson, the primary target audience is Hispanic women heads of household between 18 and 49 years of age. The secondary target audience is Latino men heads of households, who marketers believe heavily influence final decisions on major purchases for the home.
A Royal Prestige starter kit, featuring a 10.5 inch skillet with cover, a 4-quart Dutch Oven with cover, an 8-inch skillet with cover and a 1.5-quart saucepan with cover costs about $1,400.
“These products are ‘the Mercedes’ of cookware,” said George L. San Jose, president and chief operating officer of the San Jose Group. “While Hy Cite has been successful at generating Hispanic sales over the years, our task will be to put a face on this brand to pre-sell the customer and make its sales force’s job even easier. We are connecting the brand and the consumer to their core purpose.”
The first execution, a 60 second spot, “Transitions,” departs from the traditional cooking demo, infomercial approach most commonly used in this category. Created with a “stylized, retro-chic” concept in mind, the spot places Royal Prestige® pots and pans center stage as glimmering props held by well coiffed women dancers who twirl and glide to a Latin beat. The commercial ends with the tagline “Cocina al Máximo” (Cook to the Max).
“We’re excited about how this marketing initiative will re-introduce our brand’s image to our consumer,” said Miguel Gonzalez, vice president of Latino sales for Hy Cite. “In the end, it will help our distributors do what they do best, which is sell.”
Hispanic customers account for 85 percent of Royal Prestige total retail sales of $260 million since 2003. At the same time, according to several online sources, numerous complaints have been filed against the company which has been sued by four states for misleading sales representations, deceptive and illegal business practices.
“Like many direct selling organizations that use independent distributors, we have faced some challenges with some of our distributors’ selling practices. However, we have taken steps to resolve this issue,” said Gonzalez. ”Last year, we became a member of the Better Business Bureau where we currently hold a satisfactory record, indicating that we have properly addressed these previous matters referred by the Bureau.”
Hy Cite, owner of the Royal Prestige® brand, is a direct marketer of cookware, kitchen items, dinnerware, fine china, juice makers, kitchen knives, and water filters. Royal Prestige® and its Health System™ cookware are touted for waterless and greaseless cooking. The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America.
Reach Latinos consumers with electronic publicity tools with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Broadcast publicity expert David Henry shares insights drawn from years of experience to help you target Latinos effectively during this presentation and interview.
Find out how: to reach Latinos with electronic publicity; how many TV stations offer news programming in Spanish in the U.S.; which markets have the number one newscasts in Spanish; which markets offer bilingual news TV programming; and much more.
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
Posted by Elena del Valle on April 11, 2007
Tom Rosenstiel, director, Project for Excellence in Journalism
Photo: Tom Rosenstiel
Washington, D.C. – According to “The State of the American News Media, 2007,” a new 160,000 word report on the state of journalism in America by the Project for Excellence in Journalism,(PEJ), Spanish language and other ethnic media are the only major media sectors with audience growth. The findings represent the group’s fourth annual edition.
Report contributors believe ethnic media is becoming more complex, in part because the number of foreign-language speakers has grown and spread across the country, creating new markets for ethnic outlets. Although the report points to 2006 as the first time a higher percentage of the U.S. Latino population resulted from births than from immigration; in relation to Hispanic audiences, the researchers focused on Spanish language media almost exclusively.
They theorize that predicting how U.S. born Latinos will interact with foreign-language press may be challenging, especially because they believe Spanish language and other ethnic media are less likely to have an online presence than mainstream press. At the same time, there were no salient references to English language media targeting Latinos.
“Trends that we have been tracking now for four years are reaching a pivot point,” said Tom Rosenstiel, director, Project for Excellence in Journalism. “Only one media sector, the ethnic press, is still growing, and every measurement for audience, even page views and visitors, is now being questioned. Things are now moving faster than companies can even recognize. Mainstream news media are adapting, in part, by focusing on specialties. In a sense, every outlet is becoming more of a niche player with reduced ambitions.”
One of the key findings of the study is that blogging is about to enter another phase likely to include scandal, profitability for some, and a “splintering into elites and non-elites over standards and ethics.” The researchers point out that popular bloggers are converting into businesses or being purchased by traditional media companies.
“The State of the American News Media, 2007,” is a 700-page comprehensive study of the state of U.S. journalism by PEJ, a project of the Pew Research Center in Washington, D.C. and funded by The Pew Charitable Trusts. According to promotional materials, the Project for Excellence in Journalism is a nonpartisan, non-political research group. The study was produced with the help of Rick Edmonds of the Poynter Institute, Andrew Tyndall of ADT Research and a number of industry “readers.”
The study includes detailed information on nine media sectors: newspapers, magazines, network television, cable news, local TV, the Internet (including blogs), radio, ethnic press and alternative media. For each sector, there is information on content analysis, audience, economics, ownership, newsroom investment, and public attitudes.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on April 3, 2007
Patricia Pérez and Dolores Arredondo received the Excellence in Business recognition
Photos: La Opinion
A panel of 10 La Opinion employees selected 30 area Latina leaders, professionals and volunteers, in health, education, business, technology and arts and culture for recognition. The women were recognized during a Mujeres Destacadas (Exceptional Women) by-invitation-only luncheon in Los Angeles, California.
The recipients, from Los Angeles County, Orange County, Ventura County, Riverside County and San Bernardino, were selected from 140 entries. The recipients of the excellence in business recognitions were Patricia Pérez, principal, Valencia Perez & Echeveste Public Relations; Maribel Larios, director business development, Benefit Funding Service Group; Dannielle Campos, senior vice president, Bank of America; Dolores Arredondo, vice president of Multicultural Marketing Communications, Wells Fargo; Porfiria Gaona, coordinator, Magic Cleaners, LLC and María del Carmen Salas, president, La Parrilla.
María Gutiérrez Ott, Imelda Quintanar, Ana Cubas, Araceli Sandoval, María Brenes, Susana Zamorano, Cristina José Kampfner, Dolores Carlos, Norma Rosales, Sylvia Estrada, Adriana Velasco, Patricia Osorio, Evelina Fernández, Rita Gómez, Isela Sotelo, Diane Rodríguez, Cristina Aguilar, Argelia Andrade, Teresa Tejada, Patricia Chebac-Reza, Mayra Soriano, Selene Loredo Cárdenas, Maribel Medina and Irma Muñoz were also saluted as outstanding women.
The judges were Leslie Fierro, creative services manager; Blanca Villagomez, advertising creative manager; Lourdes Lopez, supplements coordinator; Hugo Hernandez, national automotive account executive; Martha Estrada, account executive; Tanya Zapata, sales manager, Contigo; Virginia Gaglianone, editor, Contigo; Ruben Moreno, metro reporter; Monica Lozano, publisher and chief executive officer; and Pedro Rojas, executive editor.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Click here to purchase a downloadable or CD audio recording with Latino media and Hispanic media training presentations by Federico Subervi, Ph.D and Elena del Valle, MBA
Posted by Elena del Valle on March 27, 2007
Latino Internet Usage
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According to the findings of a recent survey, Latino access to the Internet is linked to English proficiency, educational level and country of origin. Latinos Online, a report by Susannah Fox of the Pew Internet & American Life Project and Gretchen Livingston of the Pew Hispanic Center, indicates Internet usage varies widely among Hispanics depending on language proficiency, educational level and country of origin.
The researchers’ findings indicate only 56 percent of Latino adults visit the Internet; while 71 percent of non-Hispanic whites and 60 percent of non-Hispanic blacks go online. Fox and Livingston believe socio-economic factors such as low educational levels and language limitations play a role in the lower Internet access of this large minority which represents 14 percent of the U.S. market.
The report is based on telephone surveys of 6,016 Hispanic adults between June 2005 and October 2006; and 2,098 non-Hispanic adults in August 2006. Latino respondents had an option to respond in English, Spanish or a combination of both languages.
The report revealed that more than two thirds of English dominant (78 percent) and bilingual Latinos (76 percent) use the Internet while only 32 percent of Spanish dominant adults do so. A significant number of U.S. born Latinos (76 percent) go online while less than half (43 percent) of foreign born Latinos visit the Internet.
Educated Latinos are more likely to go online than uneducated ones. More than two thirds of Latinos with a degree are likely to go online (89 percent). At the same time, 70 percent of Latinos who graduated high school go online but only 31 percent of Latinos who did not complete high school go online. Although Internet access among uneducated non-Hispanic whites and blacks is also low, the percentage of Latinos without a high school degree (41 percent) is noticeably higher than it is for non-Hispanic whites (10 percent) or blacks (20 percent).
Although Mexicans are the largest group of Latinos in the U.S., they are, according to the study, less likely to visit the Internet than other Latinos. Only 52 percent of Hispanics of Mexican descent use the Internet. At the same time, 58 percent of those of Central American origin, 59 percent of Dominican extraction Latinos, 66 percent of Puerto Rican and 64 percent of Latinos of Cuban descent go online. Seventy percent of Hispanics of South American origin go online, making them the most likely Hispanics to surf the Internet.
Latinos also access the Internet by cell phone. More than half of Latino adults (59 percent) have a cell phone and almost half (49 percent) of Latino cell phone users say they send and receive text messages on their phones. On the flip side, a quarter of Hispanic adults have no cell phone or Internet connection.
The Pew Internet & American Life Project and the Pew Hispanic Center are non profit initiatives 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. The Pew Internet & American Life Project looks at the social impact of the Internet.
“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 a recording about search engine marketing to Hispanics
Posted by Elena del Valle on March 21, 2007
By Patrick Osio, Jr.
Editor, HispanicVista and columnist, San Diego Metropolitan Magazine
Patrick Osio, Jr.
Mark Krikorian, Executive Director of Center for Immigration Studies (CIS), at what was dubbed a “think tank” conference on January 26th to review immigration issues promoted in part by San Diego University’s Trans-Border Institute (TBI), called on the Department of Homeland Security to use eminent domain to purchase from half-mile to a mile of land along the US-Mexico border, and demolish the buildings to create a “border security zone” to “insulate ourselves” from Mexico.
Krikorian’s bizarre ideas would demolish San Ysidro, and Otay Mesa, in San Diego. Do away with much of Calexico in Imperial Valley, California; Nogales, Arizona, El Paso, Laredo, Brownsville and numerous smaller border towns in Texas.
Click here to read the complete article
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Click here to learn more and to purchase a downloadable or CD audio recording with a presentation by Roger Selbert, Ph.D. on “Hispanic Projections”
Posted by Elena del Valle on March 6, 2007
Click on the image to enlarge
Graphic: Media Economics Group
The Media Economics group tracked 2,494 advertisers last year to discover they spent $693.0 million in 2006 to reach multicultural consumers via African American and Hispanic magazines. On average, these advertisers spent nearly two-thirds (64.8 percent or $449.2 million) of their budgets on African American magazines with the balance (35.2 percent or $243.8 million) on Hispanic magazine ads.
These estimates are based on an analysis of the nearly 100 multicultural magazines tracked by Media Economics Group’s BlackMagazineMonitor and HispanicMagazineMonitor competitive intelligence services.
The top five advertisers studied by the Media Economics Group in African American and Hispanic magazines in 2006 were: Procter & Gamble ($46.5 million), L’Oreal USA ($24.7 million), General Motors ($24.1 million), Clorox Company ($13.6 million), and Ford Motor Company ($13.6 million). The bottom five advertisers (among the top 100) in terms of total multicultural magazine spending in 2006 were: Burger King ($1,321,287), Walt Disney ($1,339,986), JC Penney ($1,341,350), BellSouth Corporation ($1,343,881), and Heineken USA, Inc. ($1,362,415).
According to the Media Economics Group findings, there was a wide variation in how the largest advertisers divided their budgets between African American and Hispanic magazines. Some companies spent more than average on African American magazines in 2006. Examples, include: Rocawear (98.8 percent of spending in AA magazines), Pfizer (93.4 percent), PepsiCo (91.6 percent), Nike (89.6 percent), K-Swiss (85.5 percent), American Express (79.1 percent), and Kraft Foods (78.3 percent).
Other advertisers spent a higher share on Hispanic magazine ads than on African American magazines in 2006. These include: JC Penney (98.9 percent of spending in Hispanic magazines), Fruit of the Loom (92.0 percent), Hyundai North America (89.8 percent), Cingular Wireless (80.0 percent), Sears, Roebuck & Co. (76.6 percent), Sara Lee Corp. (72.5 percent), McDonald’s (62.6 percent), Unilever (57.8 percent).
Although the top 100 advertisers are targeting Hispanics and Blacks via magazines, last year most mid-sized advertisers focused exclusively on one segment. Two-thirds of the 604 advertisers who spent between $100,000 and $1 million in 2006, advertised exclusively in either African American or Hispanic magazines.
“While this strategy may make sense for some advertisers to efficiently reach their targets, it may suggest that many exclusive advertisers (e.g. adidas, Citizen Watch Company, DirecTV, Playtex Products, Reebok, S.C. Johnson, Splenda, Wendy’s, etc.) are missing opportunities to reach part of their markets. Savvy publishers should target those exclusive advertisers to increase market share and generate new spending in their segment,” said Carlos Pelay, president of Media Economics Group.
Media Economics Group provides multicultural advertising competitive intelligence for advertising agencies, their clients, and publishers. Clients include leading advertising agencies and media companies active in the multicultural market.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Click here to purchase a downloadable or CD audio recording with Latino media and Hispanic media training presentations by Federico Subervi, Ph.D and Elena del Valle, MBA
