Wednesday, January 23, 2019



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Importance of Engaging Hispanic Millennials for Strong Brand Equity

Posted by Elena del Valle on May 11, 2016

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

The concept of brand equity (i.e. the perceived value of a brand) firmly arrived in the 1980’s when consumer goods companies reacted to a surge of cut throat discounting with a new search for a more sustainable way to boost sales and profits. The answer was to pour money into well-crafted brands, increase pricing, and highlight distinctive product features, all designed to create a more compelling brand image that would lead to greater loyalty. As David Aaker wrote in his book in 1991, “Managing Brand Equity”, aggressive marketing is needed to generate awareness, create a positive perception of relevant brand qualities, and grow loyalty, the three pillars of brand equity.

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Why Brand Authenticity Is Most Important for Hispanic Millennials

Posted by Elena del Valle on March 30, 2016

By Jay Gronlund
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

Photo: Jay Gronlund

Before the internet, marketers had a relatively free reign for making questionable competitive claims, creating a brand image of superiority and hence demanding a premium price. But the internet has changed the ground rules. Instant access to endless information and objective feedback from friends has enabled consumers to seek and find the truth behind such promises. This has also led to an atmosphere of extensive mistrust of companies, CEO’s and even many established brands, especially among Hispanic Millennials. Today consumers want authenticity.

We are living in an age of growing skepticism and ebbing loyalty for many established brands. A recent poll by Havas, a reputable marketing agency, showed that consumers in America trust only about one fifth of all brands (least trusted - snacks and household gadgets). A report from the research firm, Mintel, indicated that about half of American shoppers trust smaller companies to do the right thing, compared to only 36% for large ones. The impact of these changing attitudes is already being felt by major brands. Catalina, a big marketing consulting firm, reported that 90 of the top 100 consumer packaged goods brands lost market share in the first half of 2015.

Click to read the entire Why Band Authenticity Is Most Important for Hispanic Millennials

How Hispanic Millennials Are Driving the Bernie Sanders Brand

Posted by Elena del Valle on February 24, 2016

President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

The surge behind this exploding Bernie phenomenon is fascinating for many reasons. It is certainly an indication of how divergent our society and politics have become, and this could even intensify in the future. It also shows the political potential of finding and concentrating on the most pronounced issues that frustrate younger people from all ethnic backgrounds, especially Hispanics. Interestingly, from a branding perspective, there are some revealing lessons from this unexpected success of the Bernie Sanders brand.

Click here to read the entire article How Hispanic Millennials Are Driving the Bernie Sanders Brand

Both Sides of the Equation: Insight on What’s Good for the Story

Posted by Elena del Valle on May 13, 2015

By Edward M. Bury, APR
Coordinator of Public Information
Urban Transportation Center at the University of Illinois at Chicago

Edward M. Bury, APR

Edward M. Bury, APR, coordinator, Public Information, Urban Transportation Center University of Illinois at Chicago


Photo: Edward M. Bury


Professionals who work in the public relations industry and members of the news media share this in common: Both sides want to tell a story, and both sides want to deliver fresh, compelling and accurate information.

In late April, I had the privilege to get a first-hand perspective on how public relations professionals and journalists can better work together. How? I moderated a panel discussion, “PR Pros and Journalists Working Together for the Good of the Story.” The noontime event was sponsored by the Chicago chapters of the Hispanic Public Relations Association and the National Association of Hispanic Journalists.

From the media side, the panelists were Stacey Baca, ABC Channel 7 anchor and reporter, and Carly Luque, an assignment editor from CBS Channel 2. The public relations profession was represented by Cristina Alfaro, Director of External Diverse Partnerships at McDonald’s Corporation, and Luis Agostini, Senior Media Executive with Edelman.

Click to read the entire article Both Sides of the Equation: Insight on What’s Good for the Story

Business tips from a dating coach

Posted by Elena del Valle on February 11, 2015

April Davis
Founder
Cupid’s Cronies

April Davis, founder, Cupid’s Cronies

April Davis, founder, Cupid’s Cronies

Photo: Cupid’s Cronies

Being a successful businessperson and being a successful dater may seem completely unrelated. However, many of the skills and techniques used in dating can be applied to a business context. As a dating coach, I provide our clients with various tips on building a relationship, conversing, and making connections, just a few of the tips that can overlap with the business world. Here are five examples.

Conversation and communication skills

We’ve all been in meetings when afterwards you talk later and it’s clear you heard different messages. Similarly, two people can go on a date and when they follow up with me, I hear two distinctly different versions of the event.

In order to have a good meeting or a good date, one needs to have great communication skills. If they’re awkward in their delivery or lack decent grammar, they’re going to be quickly written off and disregarded.

Click to read the entire article Business tips from a dating coach

Five proven practices to obtain the best results out of your media relations plan

Posted by Elena del Valle on February 4, 2015

By Danixa Lopez
Senior account executive
Santa Cruz Communications

 Danixa Lopez, senior account executive, Santa Cruz Communications

Danixa Lopez, senior account executive, Santa Cruz Communications



Photo: Santa Cruz Communications

I recently performed a Google search for the keyword phrase of Public Relations for the Hispanic Market and more than 1.5 million results were produced. With so many options, how can public relations and marketing agencies that offer services tailored to the Hispanic market differentiate themselves?

There is no correct answer. When it comes to marketing to Hispanics, each public relations professional has his/her own experience and strengths that can help when developing and executing a media relations plan. There is a myriad of proven strategies and tactics that you can use. However, no matter which ones you choose, there are some basic practices that will help you and your team obtain the best results.

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Podcast with Laurence Shatkin, Ph.D., author, Your Guide to High Paying Careers, about high paying careers

Posted by Elena del Valle on January 26, 2015

Laurence Shatkin, Ph.D, author, Your Guide to High-Paying Careers

Laurence Shatkin, Ph.D., author, Your Guide to High-Paying Careers

Photo: Laurence Shatkin

A podcast interview with Laurence Shatkin, Ph.D., author, Your Guide to High-Paying Careers, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses high paying careers with Elena del Valle, host of the HispanicMPR.com podcast.

Laurence has been a writer and researcher in the field of career information for 35 years. He was one of the developers of the SIGI PLUS (System of Interactive Guidance and Information) career information system at Educational Testing Service, and he has developed and adapted similar systems for use in the United States, Australia, Saudi Arabia, and the United Arab Emirates. He is the author or co-author of more than two dozen books about careers. He lives in Titusville, New Jersey.

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Laurence Shatkin, Ph.D.” and 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 January 2015 section of the podcast archive.

Creatively breaking through holiday clutter

Posted by Elena del Valle on January 14, 2015

By Josh Mayer
Chief Creative Officer
Peter Mayer Advertising

Josh Mayer Chief Creative Officer Peter Mayer Advertising

Josh Mayer, chief creative officer, Peter Mayer Advertising


Photos: courtesy Peter Mayer Advertising

When marketing agencies are working for clients, we often recommend that their messages need to be unique and stand out from the crowd – to zig while others are zagging. But it's not so easy when our agency IS the client. What is the message we want to send? What's our tone? How do we want to be perceived? Should we be silly, serious, zany, techy or corporate? Never is this question more relevant than when it comes time to create the dreaded holiday card.

In today's hypersensitive, politically correct world, you certainly don't want to offend. Or be preachy. And whether you want to admit it or not, your company's creative reputation is on the line. So faced with a heavy dose of scrutiny and expectations – most of it admittedly our own – we decided to be as different as possible, to find the white space others weren't playing in: New Year's Resolutions.

Click to read the entire article Creatively breaking through holiday clutter

Challenges Facing Hispanic Entrepreneurs

Posted by Elena del Valle on May 14, 2014

*By Stephanie L. Black, MIM, MBA, doctoral candidate, University of Texas at San Antonio
Julio C. Canedo, Ph.D., assistant professor of Management, Northern Michigan University
Kimberly M. Lukaszewski, Ph.D., associate professor of Management, State University of New York at New Paltz
Dianna L. Stone, Ph.D., affiliate professor of Research, University at Albany, State University of New York

Stephanie Black

Stephanie L. Black, MIM, MBA, doctoral candidate, University of Texas at San Antonio

Julio Canedo

Julio C. Canedo, Ph.D., assistant professor of Management, Northern Michigan University

Kimberly Lukaszewsky

Kimberly M. Lukaszewski, Ph.D., associate professor of Management, State University of New York at New Paltz

Dianna Stone

Dianna L. Stone, Ph.D., affiliate professor of Research, University at Albany, State University of New York

Hispanic owned businesses have increased rapidly, and there are now more than two million in our nation (U.S. Bureau of Census, 2010). One reason for this is that entrepreneurship provides a springboard for economic advancement and social integration of minorities (Wang & Li, 2007). Also, Hispanic businesses are important contributors to our economy, and have a number of key strengths (Starr, 2012). For instance, many Hispanics have connections to Latin American markets, and meet the needs of the growing Spanish-speaking customer base (Starr, 2012). In addition, Hispanics are adaptable, resilient, and have revitalized the economy of inner cities (Dana & Morris, 2007).

Despite these strengths, Hispanics, not unlike other entrepreneurs, face many challenges. This article reviews existing research on the challenges faced by Hispanic entrepreneurs, and offers some evidence-based guidelines for enhancing their success.

Click to read the entire article Challenges Facing Hispanic Entrepreneurs

The Path to a Successful Hispanic PR Campaign

Posted by Elena del Valle on January 29, 2014

By Ivette M. Achong
Vice president
Connect360 MultiMedia

Ivette M. Achong, vice president, Connect360 MultiMedia

Ivette M. Achong, vice president, Connect360 MultiMedia

Photo: Connect360 MultiMedia

It’s no secret that the U.S. Hispanic community has become one of the most powerful marketing segments in the country, both in terms of population size and purchasing power. According to the U.S. Census Bureau, the country’s Hispanic population grew to 53 million as of July 1, 2012, making people of Hispanic origin the nation’s largest ethnic or racial minority. As of 2060, the Census Bureau is projecting that the U.S. Hispanic population will rise to 128.8 million, constituting 31 percent of the nation’s population by that date. Marketing research also indicates that Hispanic purchasing power currently stands at $1 trillion with continued growth in the years ahead.

Click to read the entire article The Path to a Successful Hispanic PR Campaign