Posted by Elena del Valle on April 23, 2008
By Jean Derely
Founder, hispanito.com
Jean Derely, founder, hispanito.com
Social Networks matter
The recent acquisition of Bebo.com by AOL confirms the trend that Social Networks matter. Internet users love to explore Social Networks more than any other website. They are ready to reflect their views, ideas and even personal life on it. The user’s commitment to the Social Network brand is huge and they record an average of 35 page views per visit. Bebo is not juicing money yet, but eMarketer forecast a 200% growth on advertising dollars spent on Social Networks in 3 years from now. Also Social Networks open the opportunities to traditional Media to engage their auditors and make the experience more interactive. Social Network is today a part of everyday Internet Life.
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“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about Best in Class Hispanic Strategies
Posted by Elena del Valle on April 2, 2008
Tony Malaghan, CEO, Arial International
Many companies have adopted strategies to welcome their newly acquired customers. These contacts most often take place in the form of letters or packets mailed to the customer via the postal service, an e-mail, a pre-recorded outbound broadcast message and/or a live outbound telephone call from a customer service representative. The type of industry, purpose of the initial contact and cost to deliver the message drives the strategy and the tools utilized in a welcome contact. We have seen that many companies underestimate the benefit of welcome calls, especially to their US Hispanic customers.
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Read Tony’s chapter on “Effective Translations” in
Hispanic Marketing and Public Relations book
Click here for information on Hispanic Marketing & Public Relations
Posted by Elena del Valle on February 13, 2008
Heather Dominick, EnergyRich entrepreneur success coach, EnergyRich Coaching, Inc.
Photo: EnergyRich Coaching, Inc.
So many entrepreneurs try to do it all and get frustrated by all the time it takes. Here are 5 solid-gold steps to keep your energy high, your tasks moving quickly and your bank account full.
1. Prep Your Energy
Have time set aside every day (even 5 minutes) to really connect to that part of yourself which is about the passionate reason why you went into business in the first place. It’s this place that gives you access to the ideas, solutions, and “how to’s” that cannot be conceived of, created, or tapped into when you are so busy “doing” and “going 24-7.” And it’s those ideas that are the true golden nuggets of your business. You need them; so make space for them!
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Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
• Quantitative and qualitative research findings
• Practical applications of information in marketing programs
• Areas of the country where the Latino kids market is booming
Click here for information on “Marketing to Multicultural Kids”
Posted by Elena del Valle on October 17, 2007
By Sarah R. Bisconte
Sarah R. Bisconte
Photo: Sarah R. Bisconte
The other night I celebrated my fortieth birthday with a couple of my closest amiguitas, at a well-known Latin dance club in the Bronx. When we arrived, the place was crowded with well-dressed couples moving in sync to the roaring rhythms of Celia, Machito and el bárbaro del ritmo, Beny Moré.
We found a table next to the bandstand and ordered drinks. Before I had a chance to pull my black, spandex-sequined dress over my hips, Sonya*, one of my “traditional-looking”, almond-eyed-olive-skinned Latina friends, was on the dance floor working-up an enviable sweat. One by one, mis hermanas got to strut their stuff in the arms of elegantly-dressed, cologne-scented Latinos. Three rum and cokes later, I was still keeping clave with my right foot, wondering when it would be my turn to rumbear a todo lo que da. “Castellano que bueno baila usted” was in full blast, so I grabbed Sonya and made a mad dash to the floor, unleashing the pent-up fury that had been building in my Cuban-, Italian-American hips. Instantly, two debonair caballeros stepped in.
Click here to read more of Oyeme! White Latinas Have Rhythm, too!
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
Posted by Elena del Valle on September 12, 2007
By Deborah Gonderil
Vice president, Quantitative Client Services
Phoenix Multicultural
Deborah Gonderil, vice president, Phoenix Multicultural
A. Characteristics of Online Adult Hispanics Compared with Total Hispanic Population
56% of the adult Hispanic population had online access in 2006, an increase of 10% over the level in 2001.
The Hispanic online population skews heavily toward:
• English Dominant and Bilingual
• Better- Educated
• Younger
• Upper Income
• U.S. Born
If these characteristics match the demographics of the target for the research, online research can be considered.
Click to read more about Conducting Research Among U.S. Hispanics 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 for information on “Marketing to Hispanics Online”
Posted by Elena del Valle on September 5, 2007
By Francisco J. Valle, president, Valle Consulting
Photo: Francisco J. Valle
“The Hispanic Gold Rush™”
The overall buying power of consumers in the United States has continued to grow at significant at rates. Hispanics, in particular, have experienced some of the fastest increases ever in their buying power. In fact, Selig reported that the Hispanic consumer market in the U.S. represented about $798 billion in spending power by the end of 2006 and it is estimated to reach $1.2 trillion in 2011. The 2011 value will exceed the 1990 number by 457 percent or 2.6 times the non-Hispanic increase for the same time period (176 percent). The rising median income of Hispanics has also experienced an exponential growth, and is estimated to be 105% of the growth for non-Hispanics.
Continue reading What it takes to become the financial firm of choice for Hispanics
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
Be among the best performers with
“Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on August 29, 2007
By Stephen Palacios, executive vice president, Cheskin
Stephen Palacios, executive vice president, Cheskin
Hispanic Business Magazine just ran a typical announcement regarding the appointment of a senior executive to a new position at Countrywide Bank to administer the Community Reinvestment Act (CRA) lending and community development requirements.
The article caught my eye not for the news it reported, but instead because it reflects assumptions that often impact Hispanic marketing programs – basically, that the consumers served by mandated social responsibility initiatives like CRA are often seen as the same as multicultural markets.
Click here to read the complete article.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” – with 2007-08 updates 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 information on “Hispanic Projections”
Posted by Elena del Valle on July 25, 2007
By Terry J. Soto
President and CEO, About Marketing Solutions Inc.
Terry J. Soto, president and CEO, About Marketing Solutions
Photo: Terry J. Soto
Managers often perceive that the process of setting Hispanic metrics is different and somehow more challenging than setting metrics for the rest of the organization. I propose that if a Hispanic market strategy has been well-conceived, planned and implemented, and top management answered the following questions at the outset, appropriate metrics become obvious and well-supported.
1. What is the company trying to achieve? The answer to this question should not be as vague as; to penetrate the Hispanic market; to capitalize on the growth of the Hispanic market now and in the future or; to position our company for growth in the future.
Click here to read the complete article
“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 to receive a free copy of Emotional Branding
Posted by Elena del Valle on July 11, 2007
By Tony Malaghan, CEO, Arial International
Tony Malaghan, CEO, Arial International
Photo: Arial International
I recently read a research study by Javelin Strategy & Research titled, “Reaching Underbanked Latinos: Better Product and Sub-Segment Definition Required to Realize Growth and Retention”. Whilst the research is targeted at financial institutions, the findings are applicable across many industries.
The report, published in November 2006, combined research from interviews with large and small U.S. financial institutions regarding current strategies and best practices with quantitative research on banking habits of Latino consumers in the U.S. One of the key findings of the report is that 37 percent of Latino consumers actually switch banks because of dissatisfaction with customer service compared to 18 percent for the non-Latino market! In my view, that is a significant point of difference and one that every business targeting the U.S. Hispanic market needs to be cognizant.
Click here to read the complete article
Read Tony’s chapter on “Effective Translations” in
Hispanic Marketing and Public Relations book
Click here to purchase Hispanic Marketing & Public Relations
including “Effective Translations,” a chapter by Tony Malaghan
Posted by Elena del Valle on June 20, 2007
By Miguel Gomez Winebrenner, senior consultant, Cheskin
Miguel Gomez Winebrenner, senior consultant, Cheskin
Photo: Miguel Gomez Winebrenner
I decided to write this as a result of a conversation I had with a client of mine who, like many others I’ve talked to, was growing desperate and impatient with a colleague of hers in Latin America. As most multinational corporations do, her company has offices in just about every Latin American country and dealings between U.S. workers and local, in-country workers is something that happens frequently. These dealings are usually far from smooth. Americans complain that Latin Americans just go around in circles when asked a direct question- “I just get spin from them, no answers” my client said. Conversely, Latin Americans complain that Americans are too succinct, too impersonal, and too impatient.
My wife, who is a licensed attorney in both the U.S. and Latin America, told me something when she was studying at Northwestern Law School which I believe helps to understand the root of this stress and thus alleviate it, but can also help marketers in the U.S. to build more compelling communications aimed at U.S. Hispanics, particularly those less acculturated.
Click here to read the complete article
Read Miguel’s chapters on “Qualitative and Quantitative Research Strategies” and “Segmentation by Level of Acculturation,” in
Hispanic Marketing and Public Relations book
Click here to purchase Hispanic Marketing & Public Relations
