Posted by Elena del Valle on January 31, 2007
Senator Hillary Rodham Clinton
Photo: Clintonsenate.gov
Miami, Florida – According to a survey conducted by Miami-based Encuesta Inc., prospective Hispanic and non-Hispanic voters mentioned Hillary Clinton most when asked, impromptu, whom they would most like to see elected President of the United States in 2008. The findings are part of a survey conducted by Miami-based Encuesta Inc., an independent market research and opinion polling firm.
Only 6 percent of respondents, Hispanics and non-Hispanics, said they would want Barack Obama to be the next president. Among non-Hispanics, 4 percent would choose John McCain, while less than 1 percent of Hispanics named McCain as their choice.
In addition to Obama, Hispanics mentioned several other African-Americans including Colin Powell (3 percent), Oprah Winfrey (3 percent) Condoleezza Rice (1 percent), and Alan Keyes (1 percent). Hispanics named by Hispanics included Antonio Villaraigosa and Bill Richardson, each mentioned by 1 percent of respondents.
The two other names most mentioned by Hispanics were John Kerry (2 percent) and Bill Clinton (2 percent). Among non-Hispanics, after Hillary Clinton, Obama, and McCain, the most mentioned public figures were John Kerry (3 percent), Colin Powell, Condoleezza Rice, and John Edwards (2 percent each).
A similar proportion of Hispanic (65 percent) and non-Hispanic (70 percent) respondents said they would consider voting for a Democratic candidate in the 2008 presidential election. Significantly fewer Hispanics than non-Hispanics would consider voting for a Republican candidate, 34 percent versus 53 percent.
Respondents who indicated they would consider voting for a Democratic or Republican candidate were read a list of possible candidates in each respective party and asked to indicate on a 3-point scale the extent to which they would consider voting for that person. Among democratic candidates, Hillary Clinton was most popular with Hispanics and non-Hispanics. Among Republicans, Colin Powell and Condoleezza Rice were the most popular.
The telephone survey was conducted by Encuesta, Inc. between October 11-30, 2006, among a representative national sample of 300 non-Hispanic and 300 Hispanic adults, in their choice of English or Spanish. According to Encuesta, the sample reflects the U.S. population with regard to gender, age, U.S. citizenship, and voter registration status. The margin of error is plus or minus 4 percent, with a higher margin of error for sub-groups.
The findings are part of a study of the Americanos Poll series that is sponsored by Encuesta, Inc. to compare the U.S. Hispanic and general populations across a range of topics.
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Posted by Elena del Valle on January 26, 2007
El Zahir audio book cover
Photos: FonoLibro Inc.
FonoLibro, a Spanish language audio book company owned by Venevision International, recently announced it will make its products available online via Audible. This will allow FonoLibro customers to download the audio books onto their computers, audio and MP3 players and enabled cell phones.
They can also burn the audio books onto CDs. The versatile format allows “readers” access to books they might not have time for in the traditional printed format. Audible is the exclusive provider of audio books of iTunes, making those products available for download into the popular iPod players.
FonoLibro sells classics titles by Alejandro Dumas El Conde de Monte Cristo, El hombre de la mascara de hierro, and La dama de las Camelias. More recent titles incluye El Código Da Vinci, winner of the 2006 Audies Award as Best Spanish language audio book; and Ángeles y Demonios by Dan Brown.
Malinche audio book cover
Other titles include El Zahir by Pablo Coelho and John Grisham best sellers El Intermediario and El Rey de Los Pleitos. The company also offers a broad selection of self help titles. This month it will release Malinche by Laura Esquivel recorded by Lucia Méndez.
FonoLibro audio books are available at bookstores and on the company website FonoLibro.com. FonoLibro produces and distributes audio books and audio entertainment for Venevision International.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here for more information and to buy your copy today!
Posted by Elena del Valle on January 23, 2007
Sheba Pearls available on k9Kloud9.com
Photos: K9Kloud9.com
Delta, British Columbia — K9Kloud9.com, an online canine community resource and dog fashion product retailer, is reaching out to Spanish speaking pet owners with the launch of a Spanish language pages on its website. The company is responding to the growing demand from the Hispanic and Latino Community for online shopping in Spanish.
Visitors to the K9 website can shop for dog coats, dresses, shirts, carriers, harnesses, collars, leashes, jewelry, and accessories in English and Spanish. Spanish speakers can access the Spanish pages from the homepage or directly at k9kloud9.com/producto.aspx. Customer service is also available in Spanish.
Dog mini coats from K9Kloud9.com
“We have only just recently launched the translated pages and already we are seeing about 5 percent of our total traffic coming from Spanish speaking markets,” said Ann-Marie Fleming, founder, K9Kloud9.com. “This number is expected to increase significantly over the coming months.”
Fleming based her decision to target Spanish speaking consumers in part on a survey conducted by the Humane America Animal Foundation in Los Angeles, California which showed that just over 14 percent of Latinos had a dog. According to Simmons Research, she explained, while only 8 percent of first-generation Hispanic immigrants own pets, this percentage significantly increases for the third generation, tripling to 24 percent.
In addition to the product lines, dog lovers can also take advantage of the site’s expanding canine community through dog articles, columns, forums and blogs. A canine oriented classifieds section is in the works.
K9Kloud9.com also provides directories for dog breeders, rescues and pet friendly resorts. Visitors can search by breed and location to find the perfect pet or pet friendly destination.
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.
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Posted by Elena del Valle on January 17, 2007
Percentage of population that wants U.S. troops to return home
Click on image to enlarge
Graphic: HispanicMPR.com
According to the recently released results of a Pew Hispanic Center telephone survey, Latinos are disenchanted with the Iraq war situation, and feel more strongly than the general population that U.S. troops should be brought home.
Of 1006 Latinos surveyed, 66 percent feel U.S. troops should be brought home from Iraq as soon as possible; compared to 51 percent a year earlier. The number of Latinos who favored keeping troops in Iraq until the situation was more stable declined from 39 percent a year ago to 19 percent.
A survey conducted in December 2006 by the Pew Research Center for the People & the Press, indicates 50 percent of the general public favors bringing U.S. troops home; up from 41 percent a year earlier.
At the same time only 24 percent of Hispanics surveyed think the U.S. made the right decision in using military force compared to 31 percent in August 2006. This is in contrast with 42 percent of the general public according to the Pew Research Center survey of December 2006.
The Pew Hispanic Center indicates that although Hispanics as a group have a more negative view toward the war compared with the rest of the population, the most recent findings show an even stronger opposition, especially when it relates to keeping troops in Iraq.
The Pew Hispanic Center survey, described as nationally representative, was conducted by English and Spanish bilingual interviewers in the language of preference of the respondents. The sample was drawn with Random Digit Dialing methodology. The survey has a margin of error of plus or minus 3.1 percent.
“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 January 2, 2007
We hope you had a wonderful holiday season. Now that we have said good-bye to 2006, we are ready to welcome the New Year. Thank you for your support!
HispanicMPR – Hispanic Marketing & Public Relations
Posted by Elena del Valle on December 20, 2006
2006 Events
Multicultural Market Intelligence Summit
Register Today with Code: HispanicMPR and SAVE $530 off Registration and Lodging
Registration: $1,650 and Lodging: $85/night (Taxes Included)Event: Multicultural Market Intelligence SummitDate: October 25-27, 2006Location: Miami, FLVenue: Mandarin Oriental Hotel (5 Diamond Hotel)Agenda:Brochure:Registration: 1-888-309-2005
Online: http://www.geoscape.com/conference/registration.aspx
Transform Market Intelligence into Intelligent Marketing
- Attend the premier conference on capturing diverse customers
- Access the most up-to-date and definitive market data for American consumers
- Learn best practices from top industry leaders.
- Case Studies: Get an executive briefing via case Studies from leading companies such as: Allstate Insurance, Albertsons, Americatel, Comcast, Goodyear, MTV Networks, Nestle and United Healthcare
- Play Golf at the Multicultural Masters Invitational at the scenic Biltmore Hotel in Coral Gables
Indulge in 5-Diamond luxury at the Mandarin Oriental Hotel
- Live Entertainment featuring Soul singing sensation: Goapele, Latin fusion artist Javier Garcia and Brazilian-jazz singer Rose Max.
Experience priceless interactions with senior level marketing, media and distribution executives from Fortune 1000 companies throughout the nation and internationally: AAA, ACE Hardware, Allstate, AOL, American Express, Amerigroup, Anheuser-Busch, AstraZeneca, AT&T, Avon Products, Bank of America, Bellsouth, Burger King, Blue Cross Blue Shield, Cendant, CAN, CVS, DirecTV, Fannie Mae, Firestone, FOX, Macy’s, NBA, New York Life, Nextel, Office Depot, Starbucks, State Farm Insurance, Telemundo NBC, Time Warner Cable, Toyota, Univision, USPS, Verizon, Walgreen, Wells Fargo, Yahoo…
Registration: 1-888-309-2005
Online: http://www.geoscape.com/conference/registration.aspx
U.S. Hispanic Marketing Conference
September 26-28, Hilton Del Mar, San Diego, CA
Participants at this event will hear innovative marketing approaches from a fresh speaking faculty as well as the latest “success story” case studies and best practices presented by industry trailblazers.
Speaking companies include:
- McDonald’s Corporation
- Houston Astros
- Nortel
- Ford Motor Company
- TodoFut.com
- AOL Latino
- Harley Davidson
- Staples
- CitiGroup
- and so much more!
Attend this event and you can expect:
– Case-study driven presentations
– Marketing experts from a wide array of industries
– Discussion panels providing a multi-faceted view of the market
– Eight brand new workshops offering an in-depth look into important niche topics
– Priceless networking opportunities with your colleagues dealing with the same issues you are facing
Be sure to register early to receive the best early bird pricing. Please visit http://www.ushispanicmarketing.com/ or call 800-882-8684 for full details.
Gold Coast PR Council “How to Reach and Pitch Hispanic Media”
September 19, 2006 Boca Raton, Florida
Carlos Alfaro, editor, Hispanic Trends and Elena del Valle, editor, HispanicMPR.com
This month’s lunch meeting of the Gold Coast Public Relations Council will focus on Hispanic media. During the September 19 meeting, the editors of three Hispanic publications and one website will discuss “How to Reach and Pitch Hispanic Media” with public relations professionals at The Atrium in Boca Raton. Editors Elena del Valle of Hispanic Marketing & Public Relations.com, Carlos Alfaro of Hispanic Trends magazine, Em Mendez of La Palma, and Debbie Ramirez of El Sentinel will explain their editorial operations. The cost for lunch is $15 for members and $20 for guests.
Gary Schweikhart, co-founder and president, Gold Coast PR Council
“Lunch meetings of the Gold Coast PR Council give our members a chance to meet and network with media decision-makers. With the growing influence of Hispanic media in South Florida, this will be a valuable opportunity to find out important information, such as deadlines and the way in which the editors like to receive pitches (by phone or email), even something as important as to whether or not they accept press releases written in English or should we have them translated into Spanish first,” said Gary Schweikhart, co-founder and president of the Gold Coast PR Council. “This is really a great opportunity to get one-on-one with some key editors, so the next time one of our PR professionals call the editor of these Hispanic publications, they can say, ‘Hey, remember me? I met you at the Gold Coast PR Council lunch, and do I have a great story for you…”
“How to Reach and Pitch Hispanic Media” will be divided into three segments. From 11:30 a.m. to 12 p.m. attendees will have an opportunity to network; from 12 to 12:15 p.m., there will be lunch and organizational announcements; and from 12:15 to 1:15 p.m., there will be a presentation followed by a question and answer session.
The Gold Coast PR Council is an independent group of public relations, marketing and communications professionals from Palm Beach and Broward counties. The Gold Coast PR council holds networking and educational lunch meetings, such as this one, on the third Tuesday of every month. More information is available online at GCPRC.com — Sergio Carmona
September 19, 2006 Boca Raton, Florida
Posted by Elena del Valle on December 19, 2006
By Sergio Carmona
Hector Prado
Photo: San Jose Network
The Miami-based creative agency Firefly recently became an affiliate of the San Jose Network, one of the largest marketing communications group serving the United States Hispanic and Latin American markets. Firefly, which also has creative teams in Buenos Aires and São Paulo, joins 25 other affiliated agencies of the network. The agency uses initiatives, as well as emerging trends, to create different personalities associated with their clients’ products.
“Many U.S.-based companies are beginning to realize the rapid transformation of the Hispanic segment,” said Tatiana Vieira, executive director for SJN. “With Firefly as part of the network, we will be able to expand our creative initiatives to offer more approaches to this evolving segment.”
Firefly began as a division of the Miami-based creative shop, The Lab. This past September, one of the company’s co-founders, Hector Prado, spun off Firefly as an independent agency. According to promotional materials, Prado has won over 150 awards in his 17-year career. In the past he was also the creative development director for Zubi Advertising.
Firefly has produced creative initiatives for HBO, American Airlines and Procter & Gamble. In addition to joining SJN and becoming independent, Firefly has also joined SJN’s Creative Board.
Posted by Elena del Valle on December 14, 2006
Robert Herrera, Aide Castro, and Edward Acevedo
Photo: LULAC
New York, New York – The League of United Latin American Citizens (LULAC) presented awards to Aide Castro, Edward Acevedo, and Robert Herrera to recognize their success and community contributions. Developed last year to honor a new generation of outstanding Latinos making a difference in their respective communities, this year’s awards were also presented to three honorees in Chicago, Yanet Bahena, Martin Cabrera, and Jose Rivera; and three in Phoenix, Ana Maria Chavez, Francisco Heredia and Matt Molina. The awards were sponsored by Crown Royal Canadian Whisky.
The award recipients were selected informally from a pool of individuals known to LULAC officers. The selection was based on the individual’s advocacy and commitment to issues of long standing importance to Latinos. Each of the award recipients received a custom-made ring crafted by jewelry designer Michael Spirito, of Exhibitionist, NYC.
“Not only have they been successful in their own life, but they have made a contribution to their community. Another criteria, is that they had not been recognized before,” said Marcos Rincon, executive director of the LULAC National Housing Commission.
Sven Muhlenberg, associate brand manager, Crown Royal; Edward Acevedo; musician Obie Bermudez and; Giovanni Sgro, multicultural brand manager, Crown Royal
Aide Castro is a real estate entrepreneur and salon beauty owner who created Lynwood’s home buying seminars where she offers free credit counseling and helps families achieve their dreams of home ownership. Castro serves as commissioner of the Lynwood Block Grant Advisory Board, and is also a board member of the Lynwood Athletics Community Services. She is a member of the Lynwood Chamber of Commerce and was recently named executive director of the Center for Community and Family Services Inc.
Edward Acevedo is a community activist known for his commitment to enhancing educational opportunities. He is a teacher for special education in the Long Beach Unified School District and is the founder of Open Hands of Long Beach, a grassroots organization devoted to strengthening families through early literacy, anti-gang initiatives, and programs for the elderly.
Robert Herrera is an activist devoted to educating others about human rights. Robert works to improve the achievement level of local youth and has taken a leadership role in gang prevention and immigration reform advocacy. Robert is currently LULAC’s vice president of the Great Long Beach Council 3088 and treasurer of District 7.
The League of United Latin American Citizens (LULAC) is one of the oldest and largest Latino civil rights organizations in the United States. LULAC goals are to advance the economic condition, educational attainment, political influence, health, and civil rights of Hispanic Americans through community-based programs operating at more than 700 LULAC councils across the country.
Posted by Elena del Valle on December 12, 2006
Felipe Korzenny, Ph.D.
Tallahassee, Florida — Beginning in January 2007, the Florida State University Center for Hispanic Marketing Communication will offer an online course in Hispanic Marketing Communication. The center, headed by Felipe Korzenny, Ph.D. is among several higher education centers pioneering education in Hispanic Marketing in the U.S.
“We are proud to satisfy the demand of many marketers in U.S. industry that have requested an online course in Hispanic Marketing Communication,” said Korzenny. “This is the first online offering of its kind and will make the content of our on-campus courses available to anyone in the world with an interest in the subject.”
The 15-week course is recommended for professionals targeting the Hispanic market, or those who would like to launch a Hispanic marketing initiative. The online course is also available to Florida State University students not currently residing in the Tallahassee campus.
Classes begin January 8 and end April 20 for the new course which promises to address language use, Hispanic cultural insights for marketing, research and marketing strategies and case studies. Students who complete the course will receive a certificate of completion. Eligible students can receive three hours of undergraduate/continuing education credit.
Posted by Elena del Valle on November 28, 2006
Bruce Barr, vice president, GfK Omnibus Services
Photo: GfK Omnibus Services
New York, New York — GfK Omnibus Services, a division of GfK Custom Research North America, recently released the results of its Hispanic OmniTel® Retail Study on where Hispanic shopping preferences. According to their findings when asked to name which major store or retailer they felt does the best job of catering to the Hispanic or Latino consumer, Wal-Mart was the top selection at 35 percent. Home Depot was a distant second at 7 percent and Target was third at 5 percent.
The study was conducted October 2006 among 502 Hispanics aged 18 and older nationwide by telephone. Respondents were given the choice of completing the survey in English or Spanish. Asked which factors are most important when deciding where to shop, Hispanic Americans cited the same priorities that other Americans have when choosing retailers such as convenience, low prices, and a wide range of merchandise.
A second-tier of priorities unique to the Hispanic market was cited by about half of Hispanics as “very important,” including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage. Following is a breakdown of factors considered very important in choosing a shopping destination:
Low prices: 75 percent
Convenient location: 69 percent
Wide range of merchandise: 66 percent
Employees who speak Spanish: 51 percent
Wide range of payment options: 49 percent
Products relevant to Hispanic consumers: 48 percent
Spanish signage: 47 percent
Product packaging and labels in Spanish: 43 percent
Owner is a member of the local community: 33 percent
Asked about their retail shopping habits, following is a breakdown of the types of stores respondents say they shop in often:
National discount chain stores such as Wal-Mart or Target: 56 percent
Local stores that specialize in serving Hispanic and Latino customers: 37 percent
National home improvement stores such as Lowe’s or Home Depot: 32 percent
National mid-priced department stores such as Kohl’s, Sears or JCPenney: 23 percent
Electronics, entertainment or appliance stores such as Circuit City or Best Buy: 15 percent
Specialty clothing stores such as the Gap or Old Navy: 12 percent
National upscale department stores such as Macy’s, Nordstrom or Lord & Taylor: 10 percent
Sporting good stores such as the Sports Authority: 8 percent
“The survey shows that mainstream national retailers such as Wal-Mart and Target are highly attractive to Hispanics, but that the key to differentiation stems from meeting and delivering the unique needs of Hispanic consumers,” said Bruce Barr, vice president, GfK Omnibus Services. “To stand out with Hispanics, retailers need to consider offering such things as Spanish-speaking sales clerks, Hispanic-oriented merchandise, and Spanish language signage. Wal-Mart has clearly demonstrated they have taken the next step in their marketing efforts to ensure they have catered to the Hispanic consumer effectively.”
GfK’s Hispanic OmniTel is a monthly survey of the Hispanic American market targeting Hispanic American adults nationwide. Conducted in English and Spanish, Hispanic OmniTel is national telephone omnibus survey that offers to help marketers understand the lifestyles, buying behavior and unique perspectives of Hispanic Americans.
Headquartered in New York, GfK Custom Research North America is a company of the GfK Group. GfK Omnibus Services resides in the GfK Princeton, New Jersey offices. With home offices in Nuremberg, Germany, the GfK Group is the fourth largest market research organizations in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare. In addition to 13 subsidiaries in Germany, the GfK Group has more than 130 subsidiaries and affiliates in over 70 countries.
