Posted by Elena del Valle on April 24, 2007
Stephen Palacios, director, Cheskin, New York
Photo: Stephen Palacios
The Center for Marketing of New York University (NYU) will offer a two-day multicultural marketing course including several Hispanic market presentations. “Marketing to the New Majority: How to Reach the Multicultural Consumer” will take place from 9 am to 5 pm Friday, April 27 and Saturday, April 28, 2007. Three of the fourteen course presentations will be about Hispanic market topics. Registration for the non credit course costs $695.
Class Instructor Lisa Skriloff will provide an overview of multicultural market trends, the business case for diversity and discuss specific niche markets such as Hispanic, African American, Asian American, Women, Gay and Lesbian, and Disability. Skriloff is adjunct faculty member, New York University since 2001 and president, Multicultural Marketing Resources, Inc. (MMR), a public relations and marketing firm. During the course, guest speakers will share their expertise on niche markets and discuss ways to reach these groups with “traditional and innovative methods.”
“It’s a non credit class and part of our General Marketing Certificate. On average our class size is 16 to 18 students,” said Michael Browne, education advisor, School of Professional and Continuing Studies, New York University.
Stephen Palacios, director, Cheskin New York will discuss “Future Direction of the U.S. Hispanic Market: The Evolving Marketing Paradigm;” Pamela Kimmerling-Hoveling, owner, RK Hispánica Direct will talk about ”Direct Marketing to the U.S. Hispanic Market;” and Teresa Soto, president, About Marketing Solutions, Inc., will address “Right Fit Strategies, Operations and Infrastructure for Sustainable Hispanic Market Success.”
Other guest speakers for the class include: Ron Campbell, president, Campbell-Communications, Inc.; Roy Cosme, president, Arcos Communications; Saul Gitlin, executive vice president, Strategic Services, Kang & Lee Advertising; Shago Ghosh, ASB Communications; Valerie Graves, chief creative officer, Vigilante Advertising; Verdia Johnson, president, Footsteps, LLC; Andrea March, co-founder, Women’s Leadership Exchange; Laurel Van Horn, research director, Open Doors Organization; Veronica Villalpando, group director, Accounts, Latinvox; Luke Visconti, partner and cofounder, DiversityInc and Mike Wilke, founder and executive director, Commercial Closet Association.
The class is one of three required courses in the University’s five-course General Marketing Certificate. The instructor will provide grades to students based on attendance and completion of two assignments.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Click here for details and to purchase an audio recording presentation by Roger Selbert, Ph.D. on “Hispanic Projections”
Posted by Elena del Valle on April 23, 2007
Mario Quiñones, president, Latin Pulse
Jay Gronlund, vice president and managing director, Latin Pulse USA
A podcast interview with Jay Gronlund, vice president and managing director, Latin Pulse USA, and Mario Quiñones, president, Latin Pulse is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss emotional branding to Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Jay, a marketing professional with over 30 years of senior management experience in large multinationals and in international consulting, founded The Pathfinder Group in 1990. In September 2004, the company, which specializes in business development overseas for U.S. based clients, joined forces with Latin Pulse to expand its professional capabilities in the U.S. Hispanic market.
Before starting Pathfinder, Jay was vice president and director, Marketing, Newsweek, senior vice president, Marketing and New Business, Seagram, group manager at Church & Dwight, and brand manager, Richardson-Vicks. He has a bachelor of arts from Colby College and a master of business administration degree from Tuck at Dartmouth College. Jay has been teaching a Positioning and Brand Development course at New York University since 1999.
Mario is founder and responsible for the operations of Latin Pulse since July 2000. The company has operations in Mexico, Central America, South America and the U.S Hispanic market. Mario leads the development of AcuPOLL products for Cinema testing, Car Clinics, Packaging and Advertising testing. He is also responsible for the enhancement of a new human resources product utilizing the AcuPOLL methodology.
Prior to Latin Pulse, Mario spent most of his professional career working at Proctor & Gamble in the U.S., Kraft Foods, High Life and General Mills Toy Group where he held senior marketing and management positions and was responsible for operations in Mexico and Latin America. Mario is a graduate of Texas Christian University with majors in marketing and finance.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Jay Gronlund, Mario Quinones,” click on the play button below or download the 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 April 2007 section of the podcast archive.
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“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
Presenters Jay Gronlund and Mario Quiñones
A presentation by Jay Gronlund and Mario Quiñones and discussion with Jay Gronlund and Mario Quiñones and HispanicMPR.com host Elena del Valle about emotional branding to Latinos.
This product consists of 104 minutes of useful insights and information by leading Latino market experts.
Available for the first time exclusively on HispanicMPR.com!
“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
Posted by Elena del Valle on April 20, 2007
“Holocausto 6”
Photo: WSBS
Miami, Florida – WSBS Mega TV Channel 22, television personality Maria Elvira Salazar, Miami Dade Community College, and the city of Miami Cultural Fridays initiative, will host a free screening of “Holocausto 6,” the first part of a two-part film in Spanish, at 7 pm, Friday, April 27, 2007 at the Tower Theater in Miami, Florida. The second part of the film will be broadcast on the Mega TV show “Raíces y Recuerdos” at 9 pm May 27, 2007.
Inspired by true events, “Holocausto 6” is described in promotional materials as a documentary film with fiction and non-fiction elements. The film’s producers blended testimonies of Holocaust survivors and information from historical documents to address one of the most tragic crimes against humanity.
The main character, Federico, is a Jewish man born in Poland. He is an Auschwitz survivor living in Buenos Aires, Argentina, with his family. Federico, played by Argentinean actor, Pepe Soriano, is concerned that people, especially young adults, are forgetting the legacy of the Shoah and how hate and bigotry can easily spread.
In the movie, Gabriel, Federico’s 21-year-old grandson, has grown up listening to stories about the Holocaust, but has shown little interest or appreciation of its historical significance, or of his family’s experience during this painful event. To ensure that Gabriel, played by newcomer Juan D’Andre, gains a true understanding of these issues, Federico plans a journey, with the help of Gabriel’s mother, played by Ana Maria Piccio.
Their journey takes them through six Latin American countries, as Federico gathers documents and pictures to publish a book about the holocaust, and begins searching for five of his friends who left Poland after Auschwitz to start a new life. Each country, Uruguay, Argentina, Chile, Bolivia, and Cuba, represents an important step in Federico’s journey.
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 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.
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
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Posted by Elena del Valle on April 19, 2007
Juan José Nuñez, vice president, Operations, StarMedia
Photo: StarMedia
Miami, Florida – Although it’s parent company, Wanadoo, is changing names, StarMedia will maintain its brand. StarMedia, a multi-platform media organization wholly owned by Wanadoo, serves three million U.S. Hispanics. Wanadoo, now Orange, is one of Europe’s largest online companies.
As a part of the global re-branding campaign, StarMedia plans to maintain its brand name, and incorporate the Orange footer on the company Spanish language website Starmedia.com.
“We’re very proud to be preserving our own identity, in view of this major new global branding effort by Orange parent company France Telecom Group,” said Juan José Nuñez, StarMedia’s vice president of operations. “This decision speaks directly to the success and brand loyalty the StarMedia name has come to enjoy.”
The Orange brand name was born in the United Kingdom in 1994 as a mobile phone service provider. The idea behind Orange was to offer a new identity with a rational and emotional appeal. Over the past few years, France Telecom Group has been extending the Orange brand to incorporate mobile, fixed line, Internet and TV offers.
StarMedia.com is a free-to-web service connecting more than 22 million Spanish-speakers through the Internet, StarMedia has local operations in Mexico, Spain and the United States (Los Angeles, Miami and New York). Orange is a subsidiary of the France Telecom Group (NYSE: FTE).
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
- The 16 million Latino online users
- Types of online access among Hispanics
- Latino online user language preferences
- What they do online
- Usage by age
- Income levels among Hispanics who visit the Internet
- Internet use by Hispanics
Click here to purchase a recording about search engine marketing to Hispanics
Posted by Elena del Valle on April 18, 2007
Nueva magazine cover
Photo: Maya Magazines
Operating under its U.S. name, Maya Magazines, Mexico city based Notmusa publishing will launch Nueva, an English language magazine targeting English dominant U.S. Latinas between 25 and 44 years of age. Initial circulation for the 120-page magazine will be 100,000 and the premier issue will be published September 2007.
First (foreign born), second (U.S. born of foreign born parents) and third generation (U.S. born of U.S. born parents) Latinas are the magazine’s target audience. Although Notmusa has been publishing a Mexican edition of Nueva magazine with a circulation of 120,000 since 2004; publishers of the U.S. Nueva promise the new magazine will have content specific to U.S. Hispanic women’s interests and not be a translation of its sister magazine in Mexico.
From an editorial perspective, Nueva, will be divided equally into three main categories fashion, lifestyle, and beauty. There will also be articles on entertainment, cooking, health and fitness, advice and relationships and home decor. Susy Ferrer is the magazine’s editor and Mónica Angulo is in charge of sales.
According to promotional materials, Notmusa has been in business for 51 years in Latin America. Other publications in its roster include Veintitantos, Ser Mama, and Notas Para Ti. In the United States, its first publication was TVnotasUSA. Maya Magazines operates out of in Miami Beach, Florida.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Click here to purchase a downloadable or CD audio recording with Latino media and Hispanic media training presentations by Federico Subervi, Ph.D and Elena del Valle, MBA
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Filed Under: Media
Posted by Elena del Valle on April 17, 2007
Luis J. Echarte, chairman, Azteca America
Photo: Azteca America
Los Angeles, California – In 2006, according to a Bigresearch study reported on eMarketer, 65 of adults and 74 of teens in the U.S went online while watching TV. Hoping to draw online and TV audiences, Azteca America and Terra Networks have joined to create a co-branded Internet site powered by Terra.com and showcasing Azteca America content via online video. Through the new alliance the companies hope to reach Spanish dominant Latinos who go online while watching television.
The organizers plan to encourage audience interactivity in real time through polls, live chats, and community pages. Site access is via Aztecamerica.com and Aztecaamerica.terra.com.
“This venture is the marriage of two leading players in Hispanic media, and we are excited about synergies going forward,” said Luis J. Echarte, chairman of Azteca America. “Aside from the proven portal management experience, clients have the best of both broadband and broadcast worlds to maximize their brands.”
Under the agreement, Terra Networks will be responsible for hosting and editing content with the collaboration of Azteca America. In addition to displaying TV Azteca’s extensive content, the site is supposed to feature exclusive U.S. Hispanic content including headline video reports from “Noticiero Azteca America,” Azteca’s daily news program.
The new website is expected to have special in-depth features and video clips from “Suegras,” a new Azteca America reality series. Promoters hope the show, coupled with visitor’s online interaction, will drive additional users to the portal. Online sales for the site will be handled by Terra Networks with coordination for television sales with Azteca America.
“Now is the ideal time to leverage the online TV multitasking space, with the majority of U.S. households on broadband,” said Fernando Rodriguez, chief executive officer of Terra Networks. “Terra Networks and Azteca America are delighted to step up to the challenge to create both a compelling user experience for our combined, tech savvy audiences and exciting interactive opportunities for advertisers, such as live chat sponsorships occurring during the TV shows.”
Azteca America is a wholly-owned subsidiary of TV Azteca S.A. de C.V, one of the largest producers of Spanish language television content in the U.S. Terra.com, the U.S. Hispanic arm of the Terra Networks group, provides a portal and services to Spanish speaking users.
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
Click here to purchase an audio recording with a presentation on marketing to Hispanics online by Joel Bary and interviews with Joel Bary, Alex Carvallo and Matias Perel
Posted by Elena del Valle on April 16, 2007
IQPC 2007 Multicultural Marketing Summit
April 16-18, 2007
Miami Beach, Florida
http://www.iqpc.com/cgi-bin/templates/genevent.html?topic=236&event=12434&
April 2007
Posted by Elena del Valle on April 16, 2007
Eric Weymueller, motion picture producer
Photo: Eric Weymueller
A podcast interview with Eric Weymueller, motion picture producer and chief executive officer, zyntroPICS, Inc., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses cybernovela Alamo Heights SA with Elena del Valle, host of the HispanicMPR.com podcast.
Eric’s prior affiliations include Warner Bros., Universal, National Lampoon, Alliance Atlantis, The WB Network, Regency Television. Additionally, he established emerging media and technology businesses in digital effects and streaming video. He boasts of extensive international co-production experience. More recently he has committed his efforts to original, ad supported, Internet television production and distribution.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Eric Weymueller,” 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 April 2007 section of the podcast archive.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
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
Click here to purchase a recording with a presentation on marketing to Hispanics online by Joel Bary and interviews with Joel Bary, Alex Carvallo and Matias Perel
Posted by Elena del Valle on April 13, 2007
The Puerto Rican Diaspora book cover
Photo: Temple University Press
In The Puerto Rican Diaspora: Historical Perspectives, published September 2005, nine contributors, including the book’s two editors, set out to dispel two common misperceptions about Puerto Ricans in the United States; that the majority of Puerto Ricans live in New York City, and that they are recent arrivals to the United States. The price of the book is $22.95.
The 306-page soft bound book, published by Temple University Press, was selected 2006 Outstanding Academic Title by Choice magazine, a division of the American Library Association. In the 10-chapter book, the authors share eight stories of settlement and community building, and focus on the economic, political, social effects of the Puerto Rican migration from 1900 to the present.
According to the authors, Puerto Ricans arrived in Hawaii in 1900. They also established communities in the eastern seaboard with noticeable communities in New York City and Philadelphia in Pennsylvania. Following World War II, large Puerto Rican communities were established in the Midwest and New England.
The book was edited by Carmen Teresa Whalen and Víctor Vázquez-Hernández. In addition to the editors, Linda C. Delgado, The College of Mt. St. Vincent; Ruth Glasser, University of Connecticut; Iris O. López, City College of New York; Félix V. Matos Rodríguez, Hunter College; Eugenio “Gene” Rivera; Maura Toro-Morn, Illinois State University; and Olga Jiménez de Wagenheim, Rutgers University, Newark contributed chapters to the book.
Whalen is associate professor of history at Williams College and author of From Puerto Rico to Philadelphia: Puerto Rican Workers and Postwar Economies (Temple, 2001). Vázquez-Hernández is an adjunct orofessor of history who teaches Latin American studies, American studies and U.S. history.
Click here to purchase The Puerto Rican Diaspora
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Filed Under: Books
Posted by Elena del Valle on April 12, 2007
Miguel Gonzalez, vice president of Latino sales, Hy Cite
Photo: Hy Cite
Hy Cite Corporation, with the help of The San Jose Group as its Hispanic agency of record, recently launched a mid-seven figures 2007 campaign targeting Spanish dominant Latinos. It is the company’s first branding and marketing Spanish language television oriented campaign for the Royal Prestige® product line. The new 30 and 60-second ads began airing, in the first quarter of 2007, on Spanish-language networks Univision, Telemundo and Galavision.
According to a San Jose Group spokesperson, the primary target audience is Hispanic women heads of household between 18 and 49 years of age. The secondary target audience is Latino men heads of households, who marketers believe heavily influence final decisions on major purchases for the home.
A Royal Prestige starter kit, featuring a 10.5 inch skillet with cover, a 4-quart Dutch Oven with cover, an 8-inch skillet with cover and a 1.5-quart saucepan with cover costs about $1,400.
“These products are ‘the Mercedes’ of cookware,” said George L. San Jose, president and chief operating officer of the San Jose Group. “While Hy Cite has been successful at generating Hispanic sales over the years, our task will be to put a face on this brand to pre-sell the customer and make its sales force’s job even easier. We are connecting the brand and the consumer to their core purpose.”
The first execution, a 60 second spot, “Transitions,” departs from the traditional cooking demo, infomercial approach most commonly used in this category. Created with a “stylized, retro-chic” concept in mind, the spot places Royal Prestige® pots and pans center stage as glimmering props held by well coiffed women dancers who twirl and glide to a Latin beat. The commercial ends with the tagline “Cocina al Máximo” (Cook to the Max).
“We’re excited about how this marketing initiative will re-introduce our brand’s image to our consumer,” said Miguel Gonzalez, vice president of Latino sales for Hy Cite. “In the end, it will help our distributors do what they do best, which is sell.”
Hispanic customers account for 85 percent of Royal Prestige total retail sales of $260 million since 2003. At the same time, according to several online sources, numerous complaints have been filed against the company which has been sued by four states for misleading sales representations, deceptive and illegal business practices.
“Like many direct selling organizations that use independent distributors, we have faced some challenges with some of our distributors’ selling practices. However, we have taken steps to resolve this issue,” said Gonzalez. ”Last year, we became a member of the Better Business Bureau where we currently hold a satisfactory record, indicating that we have properly addressed these previous matters referred by the Bureau.”
Hy Cite, owner of the Royal Prestige® brand, is a direct marketer of cookware, kitchen items, dinnerware, fine china, juice makers, kitchen knives, and water filters. Royal Prestige® and its Health System™ cookware are touted for waterless and greaseless cooking. The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America.
Reach Latinos consumers with electronic publicity tools with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Broadcast publicity expert David Henry shares insights drawn from years of experience to help you target Latinos effectively during this presentation and interview.
Find out how: to reach Latinos with electronic publicity; how many TV stations offer news programming in Spanish in the U.S.; which markets have the number one newscasts in Spanish; which markets offer bilingual news TV programming; and much more.
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
