Posted by Elena del Valle on April 11, 2008
Hispanic Customers for Life book cover
According to researchers, America’s demographic growth in the coming decades will be fueled mostly by emerging markets, especially Latinos. Most of that growth will be the result of U.S.-born Latinos. One author, M. Isabel Valdés, believes Hispanic generational crossover is critical for market segmentation and that the Hispanic market is experiencing its most important socio-demographic and cultural shift since its emergence as a powerful and distinct slice of the United States market.
In her new 194-page hardcover book Hispanic Customers for Life: A Fresh Look at Acculturation (Paramount Market Publishing, $49.95), Valdés explores the Hispanic generational crossover and related issues; and examines data and tools she believes may be useful to manage the generational and acculturation differences of foreign born and U.S. born Latinos. She peppered some of the chapters with charts and advertising case studies.
“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”
The book, published in early 2008, is divided into 11 chapters: U.S. Latinos: From 15+ percent to 25+ percent; Born/Not Born in the USA; Recovering the Latino Soul; Latinos in Society; Marketing Today and Tomorrow: The Emotional-Cultural Paradigm; Share of Heart: The Philosophy; Revisiting the in-Language Approach; The GenAge Paradigm; The Youth Segments; The Adult Segments; and Making a Marketing Choice Based on Acculturation.
Valdés is the principal of Isabel Valdés Consulting (IVC), a consulting firm. Prior to this book, she published three books. She is a member of PepsiCo/Frito-Lay’s Latino Advisory Board, and the Advisory Board of Scholastic, Lee y Serás. She is also a member of the Advisory Board for Consumer Trends Forum International. Valdés is a Trustee of the National Council of la Raza and the Latino Community Foundation of San Francisco.
Click here to buy Hispanic Customers for Life
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Filed Under: Books
Posted by Elena del Valle on April 10, 2008
May 19 – 22, 2008
IQPC’s 15th Annual Kid Power Conference brings you the latest research and trends in youth and parent marketing. Kids of all ages are increasingly more engaged with e-games and expanding their universe of influencers through online communications. In addition, targeting kids is becoming taboo and in some industries illegal. In order to compete, you must understand the world today’s kids are living in. What better and more fun way to do so than with a 4 day summer camp getaway in Disney’s Yacht Club & Resort. This year’s event will feature 3 live focus groups with kids, parents, and grandparents in addition to learning all the newest research and trends in youth and parent marketing.
Posted by Elena del Valle on April 10, 2008
Cañita Hibisco Chucho t-shirt
Photo: Chucho
Beginning in March, MexGrocer online customers can purchase Latino themed 100 percent cotton t-shirts for men and boys from the Chucho brand. They can choose from three vintage designed styles in medium and large sizes for $20.
The styles are Canel’s Blanco Y Negro with Rafael Martinez, Cañita Hibisco and Roma. Canel’s is a brand of Mexican chewing gum and Rafa Martinez is a NASCAR driver. Cañita Hibisco is an Aguas Frescas beverage brand; and Roma is a laundry soap brand in Mexico.
“We have never sold apparel on line and feel the Chucho brand complements our product assortment,” said Hernandez, Jr. “We think the Chucho brand will do well; it is something unexpected yet curiously familiar.”
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
Molly Robbins Chucho creator
Molly Robbins, a Mexico City native, created Chucho with the slogan Esta marca es para ti (Spanish for this brand is for you). To launch her clothing lines, she secured exclusive rights to use trademarks and vintage art from some Latino companies.
“I am so thrilled to be partnering with MexGrocer.com,” said Molly Robbins. “They get an enormous amount of traffic on their site and we are lucky to be part of it.”
Chucho incorporates black and white and colorf graphics and logos from beverages, confections, cement companies and tire manufacturers. Robbins launched Palomita, a similar line for women and girls, in 2007.
Founded by Ignacio Hernandez Sr. and Ignacio (Nacho) Hernandez Jr. seven years ago, San Diego based MexGrocer.com is an online seller of Mexican products and food.
“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 for your free copy of Emotional Branding
Posted by Elena del Valle on April 9, 2008
Catarino Lopez, chief creative officer of Bromley Communications, LLC
Photo, video: Bromley Communications, Burger King
Whopper Superiority “Extranjerismo,” a 30-second Burger King television commercial in Spanish, may be the reason Whopper purchases increased recently. Because the Whopper is a 50 year old product, Burger King and its ad agency consider the increases noteworthy. The ad was one of several entries recognized by the Miami Ad Federation in the Television, regional and national TV Silver ADDY category. Scroll down to watch the ad.
A project of Bromley Communications for Burger King, the ad aired January 2008 and February 2008 on MTVtr3, Fox Sports en Español, Discovery, Galavision, Mun2, Telemundo, Telefutura, Univision, and TV Azteca. The project took the team four weeks to create and three months to produce. The commercial itself was shot in one day and post-production lasted an additional month. Bromley representatives declined to disclose the project budget.
“We’re glad that our work for Burger King is recognized by the Miami AdFed and that Bromley’s creative presence in Miami continues to be established,” said Catarino Lopez, chief creative officer of Bromley Communications, LLC.
“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” audio recording
The target audience was Spanish Preferred Hispanic males 18-49, particularly males who visit fast food hamburger restaurants nine or more times each month. The advertising agency noticed increases of 6 percent and 3 percent for Whopper Sandwiches and Whopper Combo Meals respectively in Hispanic designated restaurants during the two-month promotional period. The company also attributes an increase in overall Average Annual Restaurant Sales of 4 percent for the quarter to the commercial.
This year, the Miami chapter received 703 entries and presented awards to 336 of them. Jorge Ulla, partner and chief ideation officer, d expósito & Partners, LLC; Aaron Alamo, associate creative director, The Vidal Partnership; Martin Cerri, associate creative director, Grupo Gallegos; and Juan Domínguez, associate creative director, The Vidal Partnership were the judges for the awards. According to an ADDY spokesperson, the system in Miami does not differentiate between English and Spanish entries and the organization doesn’t know the exact number it received of each. In the past, about 50 percent of the entries have been in Spanish.
The American Advertising Federation receives more than 60,000 entries annually and the ADDY Awards, one of the world’s largest advertising competitions. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. The Miami chapter has 220 members.
The ADDY Awards is a three-tier system, with competition beginning at the local level. Local Gold ADDY winners automatically move on to the district-level competition. From there, Gold winners move on to compete at the national level.
Headquartered are in San Antonio, Texas, Bromley Communications is an integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. Bromley received 24 ADDY awards from the Miami chapter and 178 ADDY awards from the San Antonio chapter of the AAF.
Posted by Elena del Valle on April 8, 2008
Jay Janecek, Michelle Lopez Negrete, Alex Lopez Negrete and Bill Courtney
Photo: Lopez Negrete Communications
Lopez Negrete Communications, a Hispanic owned and operated agency specializing in Hispanic marketing, established the Lopez Negrete Hispanic Marketing Education Fund, an annual scholarship to benefit students who want to pursue a career in Hispanic marketing or advertising. The $20,000 fund will present one $2,000 award per year.
The first award announcement is expected in May 2008. The Advertising Education Foundation of Houston (AEFH) and the charitable foundation of the American Advertising Federation of Houston (AAF-Houston) provided support for the establishment of the fund.
“Cathy and I established the Lopez Negrete Hispanic Marketing Education Fund to fuel and protect the future of our industry,” said Alex López Negrete, president and chief executive of Lopez Negrete Communications. “The greatest legacy we can leave behind is that of providing opportunity for the enrichment and training of the industry’s innovative minds of tomorrow. We believe we have a responsibility to contribute to the leaders of tomorrow.”
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
“I think it recognizes formally the Hispanic audience and the importance and need to grow professionals to help companies take advantage of one of the largest markets in the United States,” said Bill Courtney, chairman of AEFH. “We are lucky Lopez Negrete selected us and recognize Houston is an important area in this field. We have invited faculty and administrators of the participating universities to take part in identifying potential students who could qualify for the first Lopez Negrete Hispanic Marketing Education Fund scholarship to be awarded in the spring of 2008.”
The Lopez Negrete Hispanic Marketing Education Fund will award one annual scholarship to select recipients with strong potential for success in advertising, marketing, communications, radio/television, media studies, marketing research or other related fields. The scholarships will be available at four universities: University of Houston and St. Thomas University in Texas, Emerson College in Massachusetts and Florida State University in Florida.
“Our vision is to empower future advertising executives with the means to further their education and cultivate their passion for this industry. Allowing students the opportunity to grow in our environment is the best investment we can make. Ultimately they will be the ones who shape the future of our industry,” said Jay Janecek, chairman of AAF-Houston.
Scholarship recipients will be selected, along with scholarship recipients for other programs, by 15 individuals, mainly the AEFH Board of Directors and one representative from the Greater Houston Community Foundation. The guidelines for the Lopez Negrete Hispanic Marketing Education Fund scholarships were established by Alex and Cathy López Negrete.
Candidates for scholarships must have financial need; be of junior, senior or graduate standing; be focused in and with a specific interest in Hispanic marketing and advertising; and have a 3.25 grade point average in his or her major with a 2.75 overall grade point average. Students willing to participate in an internship at Lopez Negrete Communications will be favored.
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”
Posted by Elena del Valle on April 7, 2008
Oye album cover
Photos, video: Nacional Records
Colombian musicians Aterciopelados seem to be at the top of their game. They are fresh on the heels of a Premio Lo Nuestro award in the Best Rock Album category for Oye distributed by Nacional Records. Oye climbed to the top on iTunes’ top Latin albums chart by the end of its first day of release and remained at the top of the chart for a week. Aterciopelados also hit the summit of eMusic’s Top Albums chart. Scroll down to listen to the song and watch the music video of Aterciopelados’ Cancion Protesta.
Oye was Aterciopelados’ first studio album in five years representing a return to a more organic, rock sound reminiscent of their earlier work. “Complemento,” the album’s first single, is an upbeat declaration of love from someone who has found her soul mate, the person that complements her.
The album also features Aterciopelados’ trademark social and political commentary in songs like Oye Mujer which asks women “are you a human being, or the erotic fantasy of some guy?” and Paces, a call to action for peace. Oye’s last single and video is Don Dinero (Mr. Money) about the power of money in the world.
Andrea Echeverri and Hector Buitrago of Aterciopelados
“I’m trying to fight Don Dinero lest all the world turn cold and money-driven. You have to open up to communicating with others, remain true to yourself and those closest to you,” said Andrea Echeverri, lead singer of Aterciopelados.
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”
The album’s previous single was Cancion Protesta (Protest Song) characterized by a social and political commentary against war and injustice. The video features the group using guitars fashioned out of former machine guns. The special guitars were given to Aterciopelados by the United Nations in support of their efforts to take guns off the streets of Colombia. Aterciopelados co-founders Echeverri (vocals, guitars) and Hector Buitrago (bass, arrangements, and producer) also released solo albums in the past year. Echeverri’s received two Grammy nominations.
Click on the play button to listen to Aterciopelados’ Cancion Protesta
Posted by Elena del Valle on April 4, 2008
April 10, 2008
Seminole Hard Rock Hotel & Casino
Hollywood, Florida
As the Hispanic population and buying power continues to grow exponentially, your need to reach unique demographics and market segments also increases. Network with peers and arm yourself with the best information possible to capture significant ROI from this powerful consumer group. Guided by editorial leaders from Adweek, Brandweek and Mediaweek and, held in conjunction with the Billboard Latin Music Awards, Voz Latina is a Hispanic marketing conference for top-level marketing, agency and media and entertainment executives that can’t be missed.
HispanicMPR subscribers receive $550 with the promo code HMPR!
For more information, go to www.marketingtohispanics.com
Posted by Elena del Valle on April 4, 2008
East LA Marine: The Untold True Story of Guy Gabaldon DVD cover
Photos, video: Arts Alliance America
On April 8, Arts Alliance America will release a new documentary on DVD about a Latino WWII war hero. The 77-minute film, East LA Marine: The Untold True Story of Guy Gabaldon, narrated by Freddie Prinze Jr. in English sets out to tell the story of U.S. Marine PFC Guy Gabaldon posthumously. The film producers support a national campaign to award the Congressional Medal of Honor to Gabaldon. Scroll down to watch a preview of East LA Marine: The Untold True Story of Guy Gabaldon.
Guy Gabaldon
Financed by Fast Carrier Pictures, the film was produced and directed by Steve Rubin in 2006. Gabaldon died on August 31, 2006 without ever receiving the recognition many believe was his due perhaps in part because of his Latino heritage. During the bloody struggle for Saipan in July 1944, Gabaldon is officially credited with capturing over 1,500 Japanese soldiers and civilians. This, according to the film promoters, was accomplished single-handedly and is a record in the annals of American military history.
Gabaldon’s war accomplishments were portrayed in the film Hell to Eternity around 1960. Some credit him with sharing his experience and using his celebrity to inspire new generations who valued bravery and bravado, and helping wayward teenagers in the Mariana Islands when he returned there in 1980.
Arts Alliance America, formerly known as Hart Sharp Video, was founded in January 2003. It is a home entertainment company that develops, acquires, markets and distributes DVDs in the film, documentaries, special interest and sports genres. The company has partnerships with TV Guide, E! Entertainment Television, Sundance Channel Home Entertainment, ESPN, MLB Productions, and Bombo Sports and Entertainment.
Posted by Elena del Valle on April 3, 2008
Raúl Alarcón, president and CEO of SBS
Photo: Spanish Broadcasting System
Spanish Broadcasting System, Inc. recently launched a wholly-owned film subsidiary, Megafilms, to produce Spanish-language full-length features, miniseries, telenovelas, documentaries and filmed entertainment for domestic and international distribution, including theatrical release, broadcast syndication and DVD commercialization. A company spokesperson declined to share financial, content or production details.
Agustin Fernandez was named managing director of the new SBS division which is expected to announce its first original production in the second quarter of 2008. SBS executives believe the new company will benefit from the resources, infrastructure and promotion provided by the SBS multimedia platforms and their proprietary brands, including the SBS radio and Mega TV television networks, the SBS online properties as well as the SBS Media Center, a five-acre high definition production facility under construction in Miami.
“Our entry into filmed entertainment is a natural follow-up to our 2006 debut of MegaTV and our successful efforts in the production of original programming for our network”, said Raúl Alarcón, president and chief executive officer of SBS. “Our foray into broadcast television alerted us to the staggering demand in the global marketplace for cutting-edge, high-quality filmed entertainment which, until now, has been dominated by a handful of foreign suppliers. And, of course, we intend our own Mega TV to be a primary beneficiary of the Megafilms production slate.”
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
Fernandez, a producer, writer and director, specializes in modestly budgeted pictures. He is the founder and president of Babylegs Entertainment, a production company that offers full production support for several partners including direct-to-video films, television programming, commercials and music videos for traditional and new digital outlets.
Fernandez spearheaded El Vacilon The Movie which was released in 17 screens in the New York area and grossed $2.3 million. Fans have purchased more than 500,000 copies of the Lions Gate Films released DVD. His next feature, A Wonderful Christmas, Feliz Navidad, a Latino-themed Christmas film staring Raul De Molina, Giselle Blondet, Mariana Seoane and Jose Feliciano, was released in November 2007 by Lions Gate Films.
In the past five years, Babylegs has developed, produced, marketed and distributed 65 commercials, 28 music videos, and 10 feature films including, Ego with recording artist Eve, and Michael K. Williams, and El Cantante with Marc Anthony and Jennifer Lopez. Fernandez received two Emmy awards in 2007 and was nominated for an Emmy in 2006.
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.
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 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.
Click here to read the complete article
Read Tony’s chapter on “Effective Translations” in
Hispanic Marketing and Public Relations book
Click here for information on Hispanic Marketing & Public Relations
