Posted by Elena del Valle on August 28, 2007
Andres Montalvo, general director of Construmex
Photo: Construmex
In spite of a slump in bank remittances to Mexico in the last few months, two companies are confident in continued growth. Construmex, a United States housing project supported by Cemex, and DolEx Dollar Express, Inc., an electronic money-transfer agency, recently announced a strategic alliance to facilitate their marketing efforts to reach Mexican immigrants in the United States. They believe many immigrants want to invest in a family home or small business in their country of origin.
Under the new alliance, DolEx promises to promote Construmex at is branches and ensure funds sent for Construmex building materials and monthly payments for a new home are used by beneficiaries and family members specifically for those purposes. Additionally, regular monthly housing credit payments can be made at all DolEx locations. Construmex and Dolex plan to install toll free hotlines at DolEx locations in the U.S. to respond to DolEx client interests in the Construmex service.
“We are thrilled to join forces with a company as reputable as Cemex’ Construmex and are confident that Mexicans in the U.S. will take full advantage of the services of both companies from our combined networks throughout the U.S. and Mexico,” said Salvador Velazquez, general director of DolEx’s operations in Mexico. “Now our clients can both send money home and invest productively in their futures. No other similar program exists in the U.S.”
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
Latino purchasing habits and products they favor
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is the decision maker in the Latino family
Who is the information provider in the Latino family
Click here to discover essentials about “Latino Family Dynamics”
“We’re giving Mexican immigrants the opportunity to create wealth by making productive investments in their home country, contribute to the strengthening the economy of our dear country, and, of course, allowing them to build their dream. Most recently, we have witnessed an increased interest in building small businesses in Mexico,” said Andres Montalvo, general director of Construmex.
Since it was established in 2001, Construmex has provided Mexicans working in the U.S credit and financing services to facilitate investments in building materials, self-construction, remodeling and new home purchases in Mexico. The program allows Mexicans who may not be creditworthy the opportunity to own a “dream home” in their motherland. According to the Cemex and Construmex websites, Houston based Construmex has assisted more than 30,000 Mexicans and 8,000 Mexican families living in the United States to build or buy homes in Mexico.
The Construmex program is designed to be comprehensive and is meant for Mexican immigrants to the United States wishing to purchase or have work done in homes in their country of origin. According to promotional materials, Construmex offers interest rates and payment options commensurate with the financial needs of Mexican immigrants.
DolEx has a network of over 875 branches in the U.S. and 10,000 distribution points in Mexico. Cemex, a 100 year old company, is a building solutions company with operations in more than 50 countries.
Posted by Elena del Valle on August 27, 2007
KR Jones, author, The Ghosts of Guantanamo Bay
Photo: KR Jones
A podcast interview with KR Jones, author, Ghosts of Guantanamo Bay, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, KR discusses her fiction novel with Elena del Valle, host of the HispanicMPR.com podcast.
K.R. was born and raised on Long Island, New York, and called Northport her home. Creative at an early age, she acted in plays, sang in musicals, and even played the keyboard in an amateur rock band. She began her first novel when she was 14. Although she didn’t get beyond nine chapters, the project became a turning point in her life, helping her realize her true passion was telling stories.
Her years at Marymount College of Fordham University set the stage for the kinds of books she would later write. Her studies in political science and international relations included a year at Humboldt Universitat in East Berlin and the Universidad de Salamanca, Spain. Her adventures abroad made her long to bring what she learned and experienced to the pages of intriguing and suspenseful novels. She worked at the United Nations Social and Economic Council, and was a researcher for a major lobbying firm in Washington DC, where she learned about the political world.
Married to a Marine Corps officer, she spent the next several years at various duty stations around the country, before a final two-year tour of duty at U.S. Naval Base Guantanamo Bay, Cuba. It was this tour which inspired her to write her first novel, The Ghosts of Guantanamo Bay. Today she lives and writes in rural northern Virginia with her husband, and two children.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR KR Jones,” 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 August 2007 section of the podcast archive.
Discover why so many readers are fascinated with KR Jones first novel, The Ghosts of Guantanamo Bay
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Posted by Elena del Valle on August 24, 2007
Quince pedicure set
In May 2007, entrepreneur Jennifer Fallon launched Myquincefavors.com, a website targeting young Latinas getting ready to celebrate their 15 birthday with traditional quinceañera parties. Now there are 800 products, mainly quinceañera party favors, as well as accessories and gifts for the court, on the website. Company representatives indicate they pay special attention to personalization, offering tags for many of the party favors to be personalized as well as embroidered and engraved gifts.
“I have experience in the reception party favor market and I am always looking for the trend-setting colors and styles. I noticed that today’s 15-year old girl dreaming of her perfect Quincenera doesn’t have many options when it comes to party favors and accessories,” said Fallon, owner of Smart Marketing, Inc. and Myquincefavors.com.
Quince gown candles are among the website’s top selling items
“I saw an opportunity to market trend-setting and cool designer party favors and gifts that appeal to the modern 15-year old girl. I am always looking for unique and elegant products and carefully hand-pick each items we sell on My Quince Favors.com. Our goal is to help the new generation of Latinas who are comfortable blending old traditions with their own modern sense of style,” said Fallon.
Candles are very popular. Best selling favorites include happily-ever-after, orchid, ball of roses and quince gown candles, forever photo coasters, and a tiara place card holder.
The company has a staff of 15 including several Spanish speakers. Fallon markets the website via the main search engines and on sites reaching 14-15 year old girls such as quincegirl.com. She has also experimented with print advertising and trade shows.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
Latino purchasing habits and products they favor
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is the decision maker in the Latino family
Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
Posted by Elena del Valle on August 23, 2007
State Water Heaters Spanish language ad
Photo: State Water Heaters
State Water Heaters is targeting Spanish speaking contractors in some United States Latino markets with Spanish language and Hispanic-themed print advertisements, web enhancements, and a Spanish language television show sponsorship.
“There are a growing number of plumbing and HVAC contractors in the U.S. who are Spanish speaking,” said Jeff Storie, brand manager, State Water Heaters. “We are increasing our Hispanic marketing in order to partner with these professionals and to have a larger presence in the southwestern United States.”
According to promotional materials, there are plans for a sponsorship and link to the website of “De Casa a Hogar,” a new home improvement show on Spanish language television scheduled to air this fall. The company also plans to publish English versions of the new print advertisements to attract English dominant Hispanics. The exact extent of State’s Latino market efforts was unavailable. A State spokesperson indicated the company was “unable to disclose what percent of the overall marketing budget is dedicated to Latino efforts.”
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here to discover today’s booming Latino markets
“De Casa a Hogar” is expected to feature home improvement segments, technology tips, and a peak into Hispanic celebrity homes. State’s sponsorship includes product demonstrations as well as website, print, and broadcast sponsor recognition.
“The show will have tremendous impact among Latino communities, as there is currently no programming specifically speaking to Latinos about home improvement brands and services,” said Juan Escano, executive producer of “De Casa a Hogar.”
State Water Heaters is a manufacturer of water heaters for commercial and residential use. Based in Ashland City, Tennessee, State has seven water heater manufacturing plants and hundreds of distribution centers across the United States.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
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Why it’s important to reach your clients in language
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Ins and outs of translations issues
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How to select a translator
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What to expect
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How to save on translation costs
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Much more
Find out why its important to reach clients in language ”Hispanic Market Translation Issues”
Posted by Elena del Valle on August 22, 2007
Click on image to enlarge
Although the Mexican born population in the United States has increased over the last three years and continues to increase, the rate of growth seems to have slowed in the last few months. According to a May 2007 report by the Pew Hispanic Center, it is difficult to determine exact changes in immigration from Mexico to the United States. It appears the percentage growth of south to north migration has been decreasing since mid 2006.
The researchers took into account four indicators in reaching their conclusion: the size of the Mexico born population of the United States; the number of Hispanic immigrants employed in the United States; Bank of Mexico remittance receipts; the number of apprehensions of individuals crossing the border illegally.
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 to purchase “Hispanic Projections with 2007-08 updates”
They concluded that the rate of growth of immigration from Mexico to the United States may have slowed in the second half of 2006 and first half of 2007. Due to inexact data sources, the researchers are unable to identify the reasons behind the possible changes or predict future trends. At the same time, they can’t tell if the slower immigration growth is the result of political, economic and border control policies or other factors.
In mid 2000 there were 4 million Mexican born residents in the United States. By early 2007 that number had reached 7 million. While many focus on the large number of Mexican immigrants entering the country, close inspection reveals a gentler slope in the growth over the last months.
Does the slowest rate of growth in remmitances to Mexico since 2003; half the increase in employment of Hispanics in the first quarter of 2007 than in the first quarter of 2004; and a 24 percent drop in apprehensions in the U.S. Mexico southwestern border compared to last year, in spite of increased patrols, reveal a lasting trend?
Posted by Elena del Valle on August 21, 2007
Ursula Mejia-Melgar, editor and Hispanic marketing manager, General Mills
Photo: General Mills, Inc.
Minneapolis, Minnesota – General Mills Inc. re-launched its free Spanish-language lifestyle advertorial magazine, Qué Rica Vida, as a quarterly publication. Last year it was published three times. This year, the publication, distributed via direct mail, at stores and community-based venues, is expected to have an average of 64 pages and a circulation of 350,000. The newly launched issues will have enhanced content and new layout and design. Qué Rica Vida was most recently published last spring.
The magazine will have four sections to be paired with General Mills brands: Ser Madre for moms, Ser Amiga with a friends slant, Ser Mujer, about being a woman and Ser Mejor, about self improvement. According to promotional materials, the magazine’s image and content were revised in response to consumer feedback. Company representatives declined to share information about the General Mills Hispanic market campaign budget or identify what percent of their overall budget they dedicate to Latino markets.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to purchase “Latino Family Dynamics”
Qué Rica Vida exceeded its first-year goal of enlisting 100,000 subscribers, and in its second year, we have decided to focus on further improving the magazine’s appeal and readability,” said Ursula Mejia-Melgar, editor and Hispanic marketing manager, General Mills. “For that reason we listened to our consumers and worked with our design team, the Betty Crocker Kitchens, in-house food stylists and photographers to create a beautiful publication and an integrated platform that will truly connect with our readers, emotionally as well as practically.”
Que Rica Vida July 2007
Qué Rica Vida, Spanish for “What a Rich and Wonderful Life,” the magazine and its matching website quericavida.com is the cornerstone of General Mills’ year-old, multi-brand, Hispanic marketing initiative of the same name.
This year, General Mills plans community and public relations programs created in conjunction with Hispania Public Relations of Miami and Latino Family Media of Los Angeles. General Mills, with annual net sales of $13.4 billion, is a leading global manufacturer and marketer of consumer foods products. Its global brand portfolio includes Betty Crocker, Pillsbury, Green Giant, Häagen-Dazs, and Old El Paso.
Posted by Elena del Valle on August 20, 2007
Carlos Santiago and Derene Allen of Santiago Solutions Group
Photos:Santiago Solutions Group
A podcast interview with Carlos Santiago, president, Santiago Solutions Group and Santiago ROI and Derene Allen, managing partner, Santiago Solutions Group, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss best practices to reach Hispanics with Elena del Valle, host of the HispanicMPR.com podcast.
Carlos is a marketing strategy expert whose new paradigms in resource allocation, target marketing and quantitative prediction of multicultural purchasing behavior have been highlighted by national media including CNBC and The Wall Street Journal. Carlos has consulted and created profit and loss business units, branding and retail strategies across many industries.
Beginning his career at Anheuser-Busch’s strategic planning group, he internally consulted for beer, bread, snacks, bottled water and parks subsidiaries. Later, he was director of Ethnic Markets for Pacific Bell, where he launched Latino and Asian direct response initiatives targeting record growth. As NYNEX vice president of Premium Markets & Sales, he led the company’s first centralized unit dedicated to Latinos, African Americans and Asians, rolling-out programs for growth, loyalty and reengineering processes.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
Click here to buy “Best in Class Hispanic Strategies” audio recording
Derene heads Santiago Solution Group’s San Francisco practice bringing with her direct response, loyalty and Latin American marketing experience. Prior to joining the Santiago Solution Group, Derene was general manager for Fiera, a Latino e-commerce site. Derene was an adjunct professor at the Instituto Tecnológico de Monterrey. While in Mexico, she served as consultant for CCM-FEMSA (a leading beer-soda conglomerate), UNICEF and AeroMexico.
Previously, Derene co-founded The Innova Group, an international marketing firm where she consulted for Johnson & Johnson, Cigna, Philips, Kodak, Dannon, Nestlé and Proctor & Gamble. She is an adjunct professor at the University of San Francisco and an entrepreneurship instructor for The Women’s Initiative’s Alas program for Latinas, a non-profit. She is a contributing co-author of the Hispanic Marketing and Public Relations book. A native of Aruba, she is fluent in Spanish and Portuguese and served on the Board of MANA, a national Latina leadership organization.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Carlos Santiago, Derene Allen” click on the play button below or download it 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 August 2007 section of the podcast archive.
Read Derene’s chapter about “A Deeper Look into the U.S. Hispanic Market ” in
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here to buy Hispanic Marketing & Public Relations today!
Click the button to hear the podcast:
Posted by Elena del Valle on August 19, 2007
Customer Loyalty Summit
Create a Great Customer Experience that Drives Profitability
November 12-15, 2007
The Westin Colonnade, Coral Gables, FL
IQPC is pleased to introduce our Customer Loyalty Summit, designed to explore best strategies for developing and maintaining customer loyalty. Find out how to prevent your brand from becoming a commodity and how to keep your customers. We will take a big picture, strategic look at the topic by demonstrating how it is the key to competitive advantage and impacts the bottom line. A small increase in customer loyalty can have a huge impact on bottom line revenue. Attendees will find out what’s new, what’s proven, and what works in:
• Marketing communications
• Measurement and analysis
• Customer education and response
• Technology, self service and service enabling
• Human Resources and motivation
• Fostering a customer focused culture.
For more information on our conference content, please visit www.iqpc.com/us/customerloyalty or call 1-800-882-8684
Posted by Elena del Valle on August 17, 2007
2007 Annie E. Casey Foundation Kids Count Data Book
Photo: Annie E. Casey Foundation
According to the recently released 2007 Annie E. Casey Foundation annual national Kids Count Data Book, Hispanic teens are the most likely to become pregnant and drop out of school. In 2005, Latino teenagers were more than twice as likely as non Hispanic whites to drop out. While 6 percent of non Hispanic whites between 16 and 19 dropped out, 14 percent of Latinos in the same age group left school.
In 2004, Latino girls 15 to 19 were more than three times as likely to become pregnant than non Hispanic white girls of the same age. The teen birth rate among Latinas was 83 for every 1,000 girls compared to 26 births for every 1,000 non Hispanic white girls.
The good news is that these indicators have been moving in the right direction for Hispanic teens. The Hispanic teen birth rate dropped 5 percent since 2000 and the Hispanic high school drop out rate dropped 31 percent since 2000.
“Unfortunately, the percent of Hispanic teens who are high school dropouts and the teen birth rate for Hispanic teens has consistently been the highest among the racial and ethnic groups we look at in our report over the last several years,” said Laura Beavers, research associate, Kids Count. “One exception was that in 2000, the high school dropout rate for American Indian teens was slightly higher than for Hispanic teens.”
This year, for the first time since 1990, the Annie E. Casey Foundation (AECF) annual national Kids Count Data Book includes data on children living in Puerto Rico in a separate section of the book. According to Foundation findings, children in Puerto Rico face higher levels of risk on nine of ten key indicators of child well-being.
Hear from market researchers about the Latino family in
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Click here to purchase “Latino Family Dynamics”
“The Kids Count Data Book is the gold standard for all those interested in data on the status of children in this country. The inclusion of Puerto Rico not only is a welcome and much-needed addition, but also will ensure that the urgent needs of Puerto Rico’s children are taken more fully into account,” stated Janet Murguía, president and chief executive officer, National Council of La Raza.
The National Council of La Raza has housed the Kids Count Puerto Rico Project for the last five years. The organization published several reports and provided free information through an online database.
According to the 192-page report, in 2005, there were one million children in Puerto Rico. This represents a larger child population than that of about half the states in the United States. Puerto Rico’s child poverty rate, 55 percent, was nearly three times that of the U.S.
The Annie E. Casey Foundation is a private charitable organization, dedicated to fostering public policies, human services reforms, and community supports to meet the needs of vulnerable children and families. The 2007 Kids Count Data Book is available online and can be ordered free of charge.
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