Listen to podcast interview with Katie Delahaye Paine, CEO, KDPaine and Partners about measuring conversations, social media

Posted by Elena del Valle on May 5, 2008

Katie Delahaye Paine, founder, KDPaine & Partners LLC

Photo: KDPaine & Partners LLC

A podcast interview with Katie Delahaye Paine, founder of KDPaine & Partners LLC, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Katie discusses moving beyond traditional media measurement and measuring conversations and social media and addressing Hispanic market issues with Elena del Valle, host of the HispanicMPR.com podcast.

Katie is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletters for marketing and communications professionals dedicated entirely to measurement and accountability. Her book, Measuring Public Relationships, the Data-Driven Communicator’s Guide to Success , was published in December of 2007. She writes KDPaine’s Measurement Blog and publishes The Measurement Standard. Prior to launching KDPaine & Partners in 2002, Katie was the founder and president of The Delahaye Group, which she sold to Medialink in 1999.

She works with, among others, Raytheon, Allstate, Facebook, and Southwest Airlines. Most recently, her endeavors have been focused on social media measurement as well as providing cost effective measurement programs for non-profits, small businesses and government agencies.

Click here to buy Measuring Public Relationships

Katie was named the 2007 New Hampshire Woman Business Owner of the Year by the Small Business Administration. In 2006, she was named the Entrepreneurial Venture Creator Person of the Year by the University of New Hampshire and won the Business Excellence Award for Excellence in Media & Marketing from New Hampshire Business Review. 

A Cum Laude graduate of Connecticut College’s class of 1974, Katie majored in history and Asian studies. She received an Honorary Doctorate of Laws from New Hampshire College in May 1996. She is an Athena award winner and a board member of the New Hampshire Political Library. 

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Katie Delahaye Paine,” 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 to disk. The podcast will remain listed in the May 2008 section of the podcast archive.

Watch video – Unauthorized David Beckham DVD to be released May 6

Posted by Elena del Valle on May 2, 2008

David Beckham: Life of an Icon DVD cover

Photos, video: Liberation Entertainment/Anchor Bay Entertainment

A new film, David Beckham: Life of an Icon, an unauthorized biography of the well known soccer player, is scheduled for release to the public on DVD May 6 for $19.97. Spotted by sports scouts in a working class neighborhood at the age of 11 he was signed up to play soccer at 14 by Sir Alex Ferguson and went on to become world famous.

The film shares insights on his life from his early days; his meteoric rise in sports and fame, including some moments of Beckham’s life with his famous wife, the birth of his son, and the family’s relocation to the United States. Scroll down to watch promotional videos in English and Spanish for the DVD.

“Soccer is the biggest sport in the Spanish-speaking world and Beckham is its biggest star,” said Matt Kennedy, director of marketing for Liberation Entertainment, the DVD’s distributor. “An estimated 50 percent of the Galaxy’s fans are Hispanic and have been there from day one. They love Beckham, which was evidenced by the fact that more than a quarter million jerseys were purchased before he even played his first Los Angeles game. To them, it’s not whether he came from Guadalajara or East London, it’s that he’s a great soccer player.”

The 77-minute film includes footage from his most important games, as well as family photos supplied by David’s father. The video also features some of Beckham’s greatest moments, commentary from players and journalists as well as pictures and footage. Distributors produced promotional materials in English and Spanish. In addition to the usual mass outreach to media in print, broadcast and online, they also approached Latino media representatives.

David Beckham

David Beckham’s first taste of the U.S. came with a distinctly Latin flavor. At 13 (in 1989), Beckham flew to Texas to compete in the Dallas Cup, a top youth tournament.

“I remember meeting one of the nicest families. When we went there, each player got sort of drafted out to a house with a family and I went to this Mexican-American family,” said Beckham of his experience. “It was amazing; the experience of being part of a real Mexican-American family that loved soccer.” 

That home belonged to Sam and Christine Alcala. Beckham roomed with Mike, Sam and Christine’s son. Every morning Sam would drive them to practice after breakfast. In the evenings, they ate rice, beans and tacos.  

There are five extended interviews in the film: “Brand Beckham,” “The Beckham Phenomenon,” “The Kofi Annan Story,” “Beckham in America,” and “Why Beckham?” with Sir Bobby Charlton, Ellis Cashmore, Andrew Milligan, Jimmy Burns, Steve Bunce and Sasha Pasulka. 

The DVD is divided into the following chapters: Life of an Icon; Style and Fashion; World Cup 1998; The Comeback Kid; World Cup 2002 – Revenge; Worldwide Appeal Brand Beckham; Fallout With Alex Ferguson; Move to Madrid; World Cup 2006; Return to Madrid; and Move Towards Hollywood and Future.

Beckham grew from a modest life as a young boy in his early soccer days to a media star and style icon into a jet-set life. He recently moved with his rock star wife Posh Spice to Hollywood, California. 

Click here to buy David Beckham: Life Of An Icon

Kmart to carry clothing line for young Latinos

Posted by Elena del Valle on May 1, 2008

Limon y Sal clothing 

Photos: Orange Clothing Co. 

Beginning in May 2008, Kmart stores are expected to carry Limon y Sal, a new apparel brand designed for Hispanics. The line is distinctive because it’s designed for young Latinos and the packaging, hang tags, labels, stickers and graphics are in Spanish. The Limon y Sal line includes Spanish one liner tees with graphic designs and seasonal garments.

Sample lines include: “Por eso es que estoy caliente” and “No vine por ustedes vine por ellas y la cerveza.” In addition to the graphic tees, there are screen-printed woven shirts and polo shirts, hoodies, pants and shorts.

“We have a large number of our stores that are centered in the Latino community and we have a strong bond with the Latino community,” said Mike Sablowski, vice president, Menswear, Kmart. “We haven’t offered them apparel. We really think there’s a need for that.”

Limon y Sal Clothing

Improve your outreach programs by understanding
how Latinos see themselves – listen to  

“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

The new line will be available in Kmart stores in 154 cities in 19 states and Puerto Rico. The items, made of cotton and cotton polyester blends, are manufactured in Asia and Latin America and priced between $13 and $25. Nestor Camacho, an employee of Orange Clothing and head designer of the Limon y Sal line, and his team designed the clothes.

Founded in 1999, Orange Clothing Co. is a Miami based private label importer, marketer, designer and distributor of clothes for young Latino men. Labels include Revolucion, Gallo Rojo, Red 1996, and Limon y Sal. The company has offices in China and Bangladesh.

“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording

 Receive a free downloadable copy.

Click here for your free copy of Emotional Branding

MySpace Latino, SBS partner to reach Spanish speaking Latinos online

Posted by Elena del Valle on April 30, 2008

Click on image to enlarge 

Photo: SBS, MySpace Latino

In an effort to extend their reach MySpace Latino and Spanish Broadcasting System (SBS) television and radio properties are partnering to launch a creative campaign they hope will draw one million Spanish speaking Hispanics to MySpace Latino. Plans are to promote “Queremos Un Millón de Amigos” (“We Want a Million Friends”), as the project has been dubbed by marketing staff, on SBS television and radio stations and their websites.

MySpace Latino will provide community, video, instant messaging (IM) platforms and hosting capabilities to SBS, while promoting SBS shows and artists on MySpace Latino. MySpace Latino is expected to add direct links to some SBS shows which company executives hope will create lasting online relationships with its audience.

The Entérate community will be included in the partnership between SBS and MySpace Latino, allowing MySpace Latino users access to entertainment news, fashion, videos, and interviews through LaMusica.com, the SBS portal. The day we visited the website it listed 526 friends.

Cynthia Hudson Fernandez, CCO and EVP, SBS

“This strategic alliance will continue to strengthen our online presence and enhance the user experience of our growing audience,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president for SBS and managing director of Mega TV and SBS Interactive. “We believe that this exciting partnership will help us to better integrate our media properties, enabling us to interact even more with our audience and fans.”

Victor Kong, VP and managing director, MySpace Latino

“Once a week, ‘Especiales MySpace’ or ‘Musica Channel’ will feature SBS shows, artists and DJs”, said Victor Kong, vice president and managing director MySpace Latino. “The show, artist or DJ being featured in MySpace will also have a profile within the site so users can add them to their friends list and be kept up to date with all that’s happening. We’re confident that this interaction will help to drive users to the respective show on the radio and on Mega TV.”

“MySpace Latino will create show specials where users can interact with Mega TV’s talents and personalities through posting comments and questions on their profiles that will be answered either online or on the show. MySpace Latino will also offer users the chance to participate in different contests and know in advance the different topics that will be presented on SBS‘ TV and radio shows.”

MySpace Latino is a Spanish language website designed for Hispanics. 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 Mega TV in Miami as well as 20 radio stations in New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico.

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 about “Marketing to Hispanics Online”

H and R Block targets Latinos with regionalized Spanish language ad campaign in 13 markets

Posted by Elena del Valle on April 29, 2008

The Texas ad

Photos, videos: Lapiz, H&R Block

Hoping to position their company among one of the largest minority groups in the country H&R Block marketers tasked an ad agency to help their company target Spanish dominant Latinos with television, out of home and radio ads. The idea was to establish the tax company as an expert and advocate for Spanish speaking Hispanic taxpayers. Although H&R Block has had Hispanic initiatives for the past 10 years, according a company representative, the market it has become an increasing priority and focus in recent years. Scroll down to watch two ad videos.

Executives at Chicago-based advertising agency Lápiz came up with the tag line “Estamos Contigo” (Spanish for we are with you) for the campaign which was rolled out in early January 2008. The ads appeared through early April across 13 markets: New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.

Although the actual production was accomplished in six weeks, producing the commercials took months of pre-production work, creative strategy and development on the part of 12 Lápiz staff members. Company representatives declined to disclose budget numbers. Nationally the company only purchased air space on Univision; they also purchased buys on Univision, Telemundo and Telefutura in some markets. The results please H&R Block.

“We are encouraged by the results we have seen so far. Our mid year read has shown growth in our brand awareness. In the past four years we’ve seen increases in our brand awareness and consideration in the Hispanic community and this year is no different,” said a company spokesperson.

Improve your outreach programs by understanding
how Latinos see themselves – listen to

“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

“Filing taxes can be stressful, and even more so for those born outside the United States who may not be familiar with this process,” said Sheila Dougherty, senior marketing manager of Multicultural Marketing at H&R Block. “Lápiz’s understanding of our business needs is reflected on the ‘Estamos Contigo‘ campaign, which is helping us reiterate to the Hispanic community that, at H&R Block, we have the resources and the expertise to serve and support them in their language of preference when it comes to taxes and other financial needs, all year-round.”

After being selected as H&R Block’s agency of record for the U.S. Hispanic market in April 2007, Lápiz created an original Hispanic advertisement campaign designed to align with the company’s general market “You Got People” campaign. The campaign features Horacio and Roberto, two Hispanic friends, using humor to bust the myths that Spanish speaking Hispanics may have about H&R Block.

The California ad

“When creating the ad campaign, we kept in mind H&R Block’s stance as the leader in the tax industry and a partner for the Hispanic community. At the same time, we wanted to bring a fresh perspective to something as serious as taxes in order to connect with Latinos in a more personal and humorous light,” said Laurence Klinger, chief creative officer at Lápiz.

Tailored to sub-markets, the billboards were designed to convey the company’s language capabilities and services. In the Los Angeles billboards, Horacio and Roberto, wearing black leather jackets and sunglasses like Arnold Schwarzenegger in “Terminator,” promise “Hasta La Vista, Taxes.” The Miami billboards showcases the two men sipping Cuban coffee with the statement and saying “Si Algo te Va a Quitar el Sueño, Que Sea el Café Cubano” (Spanish for “if you’re going to lose sleep, let it be over Cuban coffee.” ). In Dallas, Horacio and Roberto promise taxpayers that H&R Block will do their taxes “Sin Rodeos” (“without the run around”).

The Miami ad

The television spots emphasize the importance of having a qualified, Spanish speaking, bilingual tax professional with the latest training on recent tax law changes to guide the clients to file their returns. In one of the spots Horacio and Roberto, along with two flamenco dancers, let viewers know that professionals at H&R Block speak Spanish. The flamenco dancers sing “can you help me with my taxes, please?” and a tax professional sings back “but of course, have a seat.”

In another spot, Horacio and Roberto ask a stylist at a beauty salon to help them prepare their taxes. She takes the documents and converts them into paper-doll cut outs. Horacio and Roberto tell viewers in Spanish that not just anyone can do their taxes.

H&R Block Inc. has served more than 400 million clients since 1955 and generated annual revenues of $4 billion in fiscal year 2007. H&R Block provides income tax return preparation and related services and products via a nationwide network of 13,000 company-owned and franchised offices and online.

Lápiz clients include JP Morgan Chase, Coca-Cola, Hanes Apparel, the Interactive Advertising Bureau, Kellogg Company, McDonald’s of Chicagoland, H&R Block Procter & Gamble and Allstate. Lápiz, Spanish for pencil, operates independently within Leo Burnett Worldwide, a wholly owned subsidiary of Publicis Groupe.

Click on the play button to watch the hairdresser’s commercial:

Listen to song – New Jersey duo first album to be released online April 2008

Posted by Elena del Valle on April 28, 2008

Deeper Down album cover

Photos, song: HardKandy records Inc. 

Deeper Down, the first Royal Doll album, will be released online via iTunes.com, iTunes International, Emusic.com, Amazon.com, napster.com, this month. It will sell for $9.99 for the album or .99 cents per song. The album, which includes pop, trip hop, alternative, rock and R & B rhythms, has 15 songs including 14 new songs and a remix. Vocalist Damaris De Jesus and Producer and multi-instrumentalist Greg L. Hines, known by his artistic name Mad Scientist Brother Noyze The Mad Musician,  make up Royal Doll.

“It’s a funny story. A guitarist friend of mine and I were discussing our favorite movies. We both agreed on Willy Wonka as an all time great movie. He mentioned to me the author of the original book they based the movie on (Charlie and The Chocolate Factory) was named Roald Dahl. I thought he said Royal Doll. I told him the guy had a great name, Royal Doll. He the said no; Roald Dahl. We both died laughing, ” said Hines, chief executive officer and president, HardKandy Records Inc. when asked about the origin of the name Royal Doll. “I then told him when I found the right vocalist I was going to name a project Royal Doll. Years later I found the beautiful Damaris De Jesus a true Royal Doll and knew the project we were working on would fit the name.”

Mad Scientist Brother Noyze The Mad Musician was born in Newark, New Jersey. His first original song involved five human beat boxes orchestrated and mixed with original sound effects he recorded with a tape deck. Hines was named Brother Noyze The Mad Musician because he used odd sonic textures in his musical compositions.

Mad Scientist Brother Noyze The Mad Musician and Damaris De Jesus

Hines’ love of noise and odd sonic textures comes from his fondness for Sci-Fi and from years working in a factory where he used to Human Beatbox in time with the machinery. After eight years of music production, he developed House of Ill Repute, a project in which he is a vocalist and released the EP Are You My Eve? as well as the album Confessions of a Lover Gone Mad. Later, Hines returned to music production specializing in hybrid music types and started HardKandy Records as an outlet for his music. 

De jesus also a Newark, New Jersey native found refuge from difficult moments in music. A chance meeting with Brother Noyze during a talent show led to the signing of a solo album for her. He also invited her to be the lead singer for Royal Doll.

Click on the play button to listen to Return My Love from the deeper Down album

Expert examines public relationship measurement in new book

Posted by Elena del Valle on April 25, 2008

Measuring Public Relationships book cover

Photo: KDPaine & Partners 

Katie Dalahaye Paine, a nationally recognized measurement expert, recently published a 202-page soft cover book for marketers, public relations professionals and communicators who want to better understand the measurement process. Measuring Public Relationships The Data Driven Communicator’s Guide to Success, published by KDPaine & Partners, is divided into 16 chapters and two appendices and sells for $29.95.

In the book, she address a variety of public relationships: An Introduction to Measurement; Measurement Tools and What They Cost; Measuring Relationships with the Media; Measuring Relationships with Analysts and Influencers; Comparing Media Relations to Other Marketing Disciplines; Measuring Trust and Mistrust; Measuring the Impact of Events and Sponsorships on Your Public Relationships; Measuring Relationships with Your Local Community; Measuring Internal Communications; Measuring Blogs and Online Relationships; Measuring Relationships in a Crisis; Measuring Relationships Developed Through Speaking Engagements; Measuring Relationships with Members of Your Organization; Measuring Relationships with Sales People, Channel Partners and Franchisees; Measuring Relationships with the Investment Community; and Putting It All Together in a Dashboard. In the appendices she discusses The Grunig Relationship Survey and Measurement Resources.

Delahaye Paine is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletters for marketing and communications professionals dedicated entirely to measurement and accountability. She writes KDPaine’s Measurement Blog and publishes The Measurement Standard.  Prior to launching KDPaine & Partners in 2002, she was the founder and president of The Delahaye Group, which she sold to Medialink in 1999.

Click here to buy Measuring Public Relationships

Mun2 to feature Enrique Iglesias prominently in April

Posted by Elena del Valle on April 24, 2008

Yasmin Deliz and Enrique Iglesias on Vivo

Photo: Robson Muzel

In April, mun2 hopes to capture the hearts of its viewers 12 to 34 years of age with Enrique Iglesias: Bigger on mun2, a series of appearances by singer Enrique Iglesias. The pop star will be featured prominently including holamun2.com originals, hosted shows, interactive features, original promos, music video blocks, and exclusive interviews. Some of the programs, a promo, digital vignette and teasers, will be available in part or whole on holamun2.com, the network’s website. Appearances will be in Spanish, English and spanglish.

“Mun2 is bringing a true pioneer of bilingual pop to fans with our exclusive Bigger on mun2 treatment of original, irreverent, and candid content on-air and online,” said Flavio Morales, mun2 vice president of Programming. “Kicking off the new season of Vivo with Enrique Iglesias, one of the greatest international pop stars of all time, is a huge treat for our audience.”

Enrique Iglesias: Bigger on mun2 includes a appearances on a mun2 on-air promo, Holamun2.com, 2RSLVJ, The Shuffle, Pepsi Musica, Enrique Iglesias “95/08″ video block, and Vivo, a three year old program. According to a mun2’s representative, the network executives expect many women viewers and high audience numbers.

Launched in 2001, mun2 offers bilingual programming for young U.S. Latinos. The multi-platform youth entertainment network is available nationwide to 17 million viewers on cable and television. The network is part of Telemundo Cable Networks, a division of NBC Universal TV Networks Distribution.

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

Click here for information on “Marketing to Multicultural Kids”

How to build and grow a Hispanic Social Network: the case of Hispanito.com

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.

Click here to read the complete article

“Best in Class Hispanic  Strategies” audio recording

Presenters Carlos Santiago and Derene Allen

• Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies

• 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