Posted by Elena del Valle on February 4, 2009
5 Ways Hispanic Business Owners Can Boost Sales with Promotional Products
By Julius Rosen
CEO, Best Logo Products
Let’s face it. In today’s world, people are bombarded with advertising so it can be hard to market your business effectively. Promotional products offer a unique and affordable way for Hispanic business owners to get their name out to potential customers without being obvious.
Promotional products range from pens to totes to key chains, all with your company’s name and contact information imprinted on them. Here are 5 ways Hispanic business owners can boost sales with promotional products.
Click here to read the complete article
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on January 16, 2009
Joaquin Garza host of “El Chulo de la Mañana”
Photo: Spanish Broadcasting System Inc.
Starting last week, Spanish Broadcasting System began airing a television version of its Los Angeles radio morning show “El Chulo de la Mañana” from 6 a.m. to 9 a.m. (ET), 9 a.m. to 12 p.m. (PT) through Mega TV and Direct TV Más, Channel 405. The show, which targets 18 to 35 year old listeners and viewers, combines jokes, skits, parodies, current events, interviews with listeners, live sport broadcasts, entertainment and news from correspondents.
The program is one of several under the heading of Radio on TV that Mega TV offers in both media formats. Other programs that air in both formats include “El Vacilón de New York” and “El circo de Puerto Rico.” “El Chulo de la Mañana” is hosted by Joaquin Garza, also known as “El Chulo.” On the show, Garza is assisted by Zacatecas, Mexico born Raul Bernal who is known on the air as “Doña Mela,” and Denise Garcia. “Doña Mela” is meant to resemble a typical Mexican grandmother with an old fashioned and conservative point of view. “She” often disagrees and argues with El Chulo. “Doña Mela” also disagrees with Garcia’s modern views on life.
Garza’s radio career spans 23 years. He has worked in radio in Los Angeles, San Jose, San Francisco, and Sacramento, California and Dallas and Austin, Texas. Garcia, born in Tamaulipas, Mexico, came to the United Stats when she was 15. She grew up in Alamo, Texas and graduated college with a bachelor’s degree in education.
“’El Chulo de la Mañana’ in Los Angeles will give Mega TV audiences a very funny, interactive morning show that covers topics that are part of everyday life: Work, family, relationships, infidelity, entertainment and community issues,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president for Mega TV. “Garza’s show has been a great success in numerous radio markets, and we are confident that our TV audience will love ‘El Chulo de la Mañana‘ and connect with Garza’s unique style. ‘El Chulo de la Mañana’ is formatted to attract both local and national audiences, and has enjoyed tremendous acceptance, especially with the Mexican audience, which constitutes the largest segment of the U.S. Hispanic population.”
Born in Zapotlan El Grande, Jalisco, Mexico, Garza’s career began in 1985 at radio station KALI in Los Angeles, California. In 1992, he worked for Spanish Broadcast System at FM 98. By 1995, he was the lead in the show “El Chulo Y La Bola” at Z Spanish Network based in San Jose, California and his popularity continues.
Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on January 7, 2009
By Elena del Valle, MBA
Principal, LNA World Communications
Elena del Valle, MBA
In these days of economic shrinkage, results, seemingly, are what everyone is looking for as consumers and companies scrutinize expenses and ROI (return on investment). At the same time that the financial downturn is impacting millions of Americans and people and businesses in many countries, once the shock of the loss passes it is possible to see the many efficient companies, strategies, business and technology mavericks and emerging market opportunities that remain.
Click here to read the complete article
A related article was published today on Mplanet blog, part of the American Marketing Association
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 information on the Hispanic Marketing & Public Relations book
Posted by Elena del Valle on December 3, 2008
By Luis Caballero
President, Matador Marketing Group
Luis Caballero, president, Matador Marketing Group
Photo: Matador Marketing Group
There once was a time, way back in the 80’s and early 90’s when a major national brand could just plant their flag in the middle of the Hispanic community in any form, TV, radio, whatever, the Latino Consumer Market would flock…in droves!
Not any more mi amigos!
Click here to read the complete article
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on October 15, 2008
By Brian Requarth,
Founder, VivaReal.com
Brian Requarth, founder, VivaReal.com
Photo: VivaReal.com
Can you imagine buying real estate before actually seeing the property? Believe it or not, real estate agent in Miami, Ines Hegedus-Garcia has had multiple clients from outside the country do just that and she owes it all to the Internet (and her great service of course). “About 30% of our business is foreign nationals and we expect that number to grow.”
For international investors it is a perfect storm, dropping real estate prices and a relatively weak dollar against most major currencies is resulting in foreigners buying up single-family homes, condos and commercial real estate.
Click here to read the complete article
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
Posted by Elena del Valle on October 1, 2008
New Ways to Define Your Best Prospects
By Jay Gronlund, vice president and managing director, Latin Pulse USA
Mario Quiñones, president, Latin Pulse
Mario Quiñones, president, Latin Pulse
Jay Gronlund, vice president and managing director, Latin Pulse USA
In today’s highly competitive world, there is a natural tendency to focus on the product or service, to somehow update it or improve it so you can stay one step ahead of your competition. This is a worthwhile endeavor, but often it can become a distraction to what should be the real focal point of marketing – your target customer. And one of the most complex, dynamic segments of the U.S. population today is the Hispanic consumer.
The famous business writer, Peter Drucker, had a healthy perspective on what business success is all about. He said “the purpose of a business is not to make money; it is to create a customer and to satisfy that customer.” Marketing is indeed all about creating and satisfying a customer. We like the definition of marketing that emphasizes behavior: “marketing is the science and art of getting target customers to sustain or change their behavior in a way that favors your brand.”
Click here to read the complete article
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Posted by Elena del Valle on September 17, 2008
By Hector Hereter
Hector Hereter
Photo: Hector Hereter
Senator John McCain and the Republican party in a bold political move (or should we say in a well asserted political marketing strategy?), provided the option to women voters that the Democrats discarded during the primaries; to place a female figure in the new administration at the White House.
If McCain is elected, this will be the first time in America History a woman will enter the Oval Office as an official team member with the potential to become president in case her boss passes away.
Click here to read the complete article
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 information on the Hispanic Marketing & Public Relations books
Posted by Elena del Valle on September 15, 2008
Isabel Valdes, author, Hispanic Customers for Life
Photo: Isabel Valdes
A podcast interview with M. Isabel Valdés, author of Hispanic Customers for Life: A Fresh Look at Acculturation is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses her book and marketing to Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
For more than 25 years, Isabel has consulted with corporations, government and non-for-profits corporations in the U.S. and abroad. In 1987, she founded Hispanic Market Connections, Inc., a marketing research firm. Currently, she heads Isabel Valdés Consulting, IVC, and advises clients on How to transform HeartShares into MarketShares.
Click here to buy Hispanic Customers for Life
Isabel is a member of PepsiCo/Frito-Lay’s Latino Advisory Board and the Advisory Board of Scholastic, Lee y Serás, a Trustee of, National Council of la Raza (NCLR) in Washington D.C. and the Latino Community Foundation in San Francisco.
In 2001, she was selected Fortune Small Business. In March 2000, she was named as the 21st Century Star of Multicultural Research by American Demographics magazine. Hispanic Consumers for Life, published in early 2008, is her fourth book. Isabel, who received two graduate degrees from Stanford University, resides in San Francisco and is the proud mother of Gabriel Aranovich, MD, and Clara Aranovich.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Isabel Valdes,” 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 it to disk. The podcast will remain listed in the September 2008 section of the podcast archive.
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Posted by Elena del Valle on September 10, 2008
By Stephen Palacios, executive vice president, Cheskin Added Value
Stephen Palacios, executive vice president, Cheskin Added Value
Photo: Cheskin
Few would argue that traditionally, Hispanic or multicultural marketing has been given second-tier status in corporations. While business is now coming to terms with the growing size and influence of these segments, separate corporate departments and both internal and external infrastructures are still the norm.
However, current trends in marketing in response to the ever increasing fractionalization of the consumer market, mass customization and exploding media options should force us to question our current organizational structures. Businesses need to acknowledge that the segment expertise intrinsic to Hispanic and multicultural marketing is relevant on a much larger corporate scale.
Click here to read the complete article
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 information on the Hispanic Marketing & Public Relations books
Posted by Elena del Valle on July 14, 2008
Marci Shimoff, author, Happy for No Reason
A podcast interview with Marci Shimoff, author, Happy for No Reason 7 Steps to Being Happy from the Inside Out (Free Press, $24.95), is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Marci discusses her book and how to find happiness for no reason with Elena del Valle, host of the HispanicMPR.com podcast.
Marci is also author of the self-help book Chicken Soup for the Soul. Her six bestselling titles in the series, including Chicken Soup for the Woman’s Soul and Chicken Soup for the Mother’s Soul, have met with stunning success, selling more than 13 million copies worldwide in 33 languages and have been on The New York Times bestseller list for 108 weeks.
Marci is a featured teacher in the international film and book The Secret. Her new book, Happy for No Reason was published January 2008 and offers an approach to experiencing deep and lasting happiness.
Click here to buy Happy for No Reason
Marci has inspired many people around the world, sharing her methods for personal fulfillment and professional success. As president and co-founder of the Esteem Group she delivers keynote addresses and seminars on self-esteem, self-empowerment, and peak performance to corporations, professional and non-profit organizations, and women’s associations. She has been a trainer for Fortune 500 companies, including AT&T, General Motors, Sears, Kaiser Permanente, and Bristol-Myers Squibb.
Marci earned her MBA from University of California, Los Angeles (UCLA) and holds an advanced certificate as a stress management consultant. She is a founding member and on the board of directors of the Transformational Leadership Council, a group of 100 top leaders serving over ten million people in the self-development market.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Marci Shimoff,” 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 it to disk. The podcast will remain listed in the July 2008 section of the podcast archive.
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason 7 Steps to Being Happy from the Inside Out (Free Press, $24.95) and president Esteem Group
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
“Happy for No Reason” audio recording consists of 89 minutes of useful insights and information by the internationally famous author and speaker.
Available exclusively on HispanicMPR.com!
What you receive: Downloadable recording of a 39-minute audio presentation “Happy for No Reason” and a bonus 50-minute interview of Marci Shimoff.
Ready to buy? Select a format to add to your shopping cart:
Downloadable MP3 of Happy for No Reason $119.95
Audio CDs of Happy for No Reason $139.95
More information on “Happy for No Reason” audio recording with Marci Shimoff
