Posted by Elena del Valle on September 25, 2006
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Roger Selbert, Ph.D., principal, The Growth Strategies Group
A podcast interview with Roger Selbert, Ph.D., a principal of The Growth Strategies Group, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Roger discusses his chapter in the Hispanic Marketing & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast.
Roger, touted as one of the best-known and most respected trend experts in the United States, is a contributing author of the chapter entitled “Hispanic Projections” in the Hispanic Marketing & Public Relations book. He is editor and publisher of Growth Strategies and a senior fellow at the La Jolla Institute. He indicates that as a business futurist, his 20-year track record of economic, social and demographic foresight is unequalled.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Roger Selbert, Ph.D.,” hit the play button 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 September 2006 section of the podcast archive.
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“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
To purchase a downloadable or CD audio recording with a presentation by Roger Selbert, Ph.D. on “Hispanic Projections” visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on September 22, 2006
Presenter Federico Subervi, Ph.D., professor School, Journalism and Mass Communication, Texas State University-San Marcos
Next week, marketing experts will present different ways on how marketers can reach Hispanic consumers at the U.S. Hispanic Marketing Conference, held at the Hilton Del Mar in San Diego, California from Monday through Thursday. During the conference, which is produced by the International Quality and Production Center, speakers will share marketing approaches and available strategies to brand products to the escalating Hispanic consumer population in the United States.
“The conference is not just about a marketing division, but on how people can market Hispanic brands,” said Naomi Secor, conference director for IQPC. “It’s a certain market and certain messages need to be branded a certain way.”
Presenters Derene Allen, senior vice president, Santiago Solutions and Elena del Valle, MBA, principal, LNA World Communications
The event will include case study driven presentations, discussion panels, and several workshops. Those expected to speak during the workshops include Elena del Valle, editor of Hispanicmpr.com, Cary Davis, vice president of Multicultural Advertising Sales for ABC Radio Networks Inc, Claudia Phillips, COO of Hispanic Digital Network, Lee Vann, principal of Captura Group, and Derene Allen, senior vice president of Santiago Solutions. Federico Subervi, Ph.D., professor School, Journalism and Mass Communication, Texas State University-San Marcos, will conduct an hour long keynote address on “Understanding Latino Identity and Situational Latinidad: Implications for Marketing Outreach and Research” based on a chapter he co-authored in the Hispanic Marketing & Public Relations book.
“Everyone speaking has already put award-winning campaign,” said Secor. “Those attending will learn new ways to market, and they could learn how to take an existing brand and market it to Hispanics. There are now Hispanic figures for kids and network opportunities for marketing professionals.”
The workshops topics include Developing a Multi-cultural, Multi-Platform Hispanic Marketing Strategy, Developing Effective Campaign Measurement & Interactive Marketing, Understanding Hispanic Media and Media Training Issues, Discovering Strategies and Tactics for Success in the Hispanic Online Market, Building the Business Case to Enter the Hispanic Market, Effective Retail Marketing to Hispanic Shoppers, Tailoring Your Marketing Plan to Appeal to Hispanic Young Adults, and Delivering Full Growth Potential from the Hispanic Market Opportunity Through Portfolio Prioritization. More information is available online at U.S.HispanicMarketing.com — Sergio Carmona
HispanicMPR.com courtesy admission recipient
Shayne Walters, president and founder, Carmen’s Cupones y Consejos™ was the first HispanicMPR.com subscriber to respond to a HispanicMPR.com email invite. He will attend the event with a complimentary admission courtesy of HispanicMPR.com and IQPC.
Hispanic Marketing and Public Relations book
To purchase a copy of the Hispanic Marketing & Public Relations book featuring “Latino Identity and Situational Latinidad,” a chapter co-authored by Federico Subervi, Ph.D., “A Deeper Look into the U.S. Hispanic Market,” a chapter co-authored by Derene Allen and “Cultural Understanding Key to Effective Hispanic Media Training” by Elena del Valle visit the HispanicMPR.com Resoures Section
Posted by Elena del Valle on September 21, 2006
Samsung digital camera
Photo: Terra.com
Samsung digital camera has launched its first online campaign “imagine NV A New Voyage Awaits.” This is the project’s first venture online as well as Samsung Digital’s first campaign targeting U.S. Hispanics via an online outlet. The campaign, called “imagina NV ¡Un nuevo viaje te espera!” in Spanish, can been seen online only at Terra.com and targets the young Hispanics online audience.
The campaign includes 728×90, 160×600 and 300×250 flash banner ads and newsletters to drive awareness to FotoGenios, a content hub on Terra.com. Content modules on the Terra.com home page will direct online users to the FotoGenios hub and Samsung retail partners.
FotoGenios provides visitors instructions “from click to print” and includes photography tips such as avoiding red eye. The section also features a guide of photo editing software, digital album or Internet upload image storage instructions.
In addition to advice on taking pictures with a digital camera, FotoGenios showcases new features available in the Samsung NV series (NV3, NV7 and NV10). The FotoGenios mini-site and all creatives were designed by Terra Networks in conjunction with Samsung. To see it go to Terra.com
Posted by Elena del Valle on September 20, 2006
Esteban Arce new co-host of “Mexico Lindo y Futbol”
Photos: Baral Group Studios
One of GolTV’s shows, “Mexico Lindo y Futbol,” will have a new co-host who prides himself on his sense of humor and familiarity with soccer. Television veteran Esteban Arce will join Javier Vargas and Gerrardo Ruiz Massieu on a show about Mexican soccer and Mexican culture. More than 50 percent of the audience for the show, produced by South Florida based Baral Group Studios, is Mexican.
“Esteban, Javier, Gerardo and the entire team of correspondents present a very entertaining, fun, illustrative, and exciting show about Mexican soccer and Mexican life,” said Alina Baraldi, the show’s executive producer. “This is a different way to show Mexico, the culture, their passion, the way of living, their people. This is a program every Mexican living in the United States wants to watch and our audience participates very much with many interactive themes.”
Alina Baraldi, executive producer, “Mexico Lindo y Futbol”
According to the promotional materials, Arce is known for his humor and has often joked about Mexican superstars including Maria Felix, Luis Miguel, and Irma Serrano. His television experience includes creating and presenting the Televisa production, “El Calabozo,” experience on a radio program, “The Crazy World of Esteban Arce,” and hosting “Cotorreando,” on Telemundo-NBC in the United States. Arce also brings to the table a professional soccer career as a player in Mexico in the 1980s.
“Mexico Lindo y Futbol” made its debut on May 5, 2005. It airs daily Monday to Friday at 11 p.m. ET in English and Spanish and presents highlights, scores, statistics, and aspects of Mexican life and the world of soccer. More information can be found at GolTV.tv — Sergio Carmona
Posted by Elena del Valle on September 19, 2006
Tu Dinero magazine October 2006 cover
Photo: Tu Dinero magazine
Washington, D.C. — The National Association of Hispanic Journalists (NAHJ) will recognize 20 journalists and media outlets from a diverse range of places such as Los Angeles, Miami, El Paso, and Barcelona, Spain, at the organization’s 21 Noche de Triunfos Journalism Awards Gala on October 5, 2006 in Washington, D.C. The 2006 ñ and Journalism Awards recognize print, wire, broadcast media and one online publication.
Two media outlets received ñ Awards, NAHJ’s highest honors. Tu Dinero, a year old Spanish language magazine on financial issues, published by Editorial Televisa, received this year’s Leadership Award. The Broadcast Journalist of the Year Award was for Ernesto Schweikert, owner, and the staff of New Orleans’ KGLA Radio Tropical for their work providing the region’s Spanish-speaking community with information in the aftermath of Hurricane Katrina. The awards are designed to honor “excellent work that truly serves the Latino community and outstanding journalists.”
“The excellent and varied work Latino journalists are doing not only makes us proud, but proves that we have a valuable contribution to make in an informed, democratic society,” said Ivan Roman, executive director, NAHJ. “Latino journalists and other colleagues keep making strides in telling our stories, and their work encourages us to keep moving forward in that effort.”
Tony Delgado of KHOU in Houston received the Photojournalist of the Year Award. The Frank del Olmo Print Journalist of the Year is Rocky Mountain News’ city columnist Tina Griego. Daniel Hernandez, a writer with L.A. Weekly and formerly with the Los Angeles Times, was selected as the Emerging Journalist of the Year.
The 14 Journalism Awards honor journalists for their coverage of stories like Guatemalan mudslides, the Mara Salvatrucha gang in El Salvador, hidden pesticides causing deformities in children, the abuse of Latino workers who plant U.S. forests, the scourge of land mines in Latin America, the influence of the Christian right in politics, and struggles of Mexican police on Tijuana streets controlled by drug cartels.
This year’s winners for print media are: Breaking News to E. Eduardo Castillo, Associated Press; Commentary to Ana Menendez, The Miami Herald; Design to Hugo Espinoza, Chicago Tribune; Feature to Luis Fabregas, Pittsburgh Tribune Review and Krissah Williams, The Washington Post; Investigative News to John Lantigua, Christine Evans and Christine Stapleton, The Palm Beach Post.
In Television: Breaking News to Maria Elena Salinas, “Aqui y Ahora,” Univision; Documentary to Llucia Oliva, Jose Jimenez Pons and Juan Antonio Sacaluga, TVE (Spanish Public Television); Feature to Rebecca Medina, Miguel Mendez, KDBC 4; Investigative News to Alvaro Visiers and Mario Carrasco, WGBO Univision.
In Radio: Reporting to Mandalit del Barco, National Public Radio. In Photo: News to Hector Amezcua, The Sacramento Bee; Story to Marice Cohn Band, The Miami Herald. Anna Cearley-Rivas, San Diego Union Tribune, received the Guillermo Martinez-Marquez Award for Latin American Reporting. And, the Online category winning feature was by Tom Knudson and Hector Amezcua, The Sacramento Bee, Sacbee.com.
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Posted by Elena del Valle on September 18, 2006
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Richard Glatzer and Wash Westmoreland
Photo: Sony Pictures Classics
A podcast interview with Richard Glatzer and Wash Westmoreland, directors and writers, “Quinceañera” is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss the movie and their efforts to capture the Latino audience with Elena del Valle, host of the HispanicMPR.com podcast.
Over the past few years, Richard has strived to establish himself as an indie filmmaker while simultaneously producing some of televisions’s reality hits. His first feature film “Grief” (1994) broke new ground by treating the AIDS crisis with depth and unexpected humor. “Grief” played in competition at Sundance and won top prizes at the San Francisco Frameline Festival and the Torino Festival.
Richard originally intended to become an academic. He received a Ph.D. in American Literature from the University of Virginia and edited a book of essays about Frank Capra. His television career includes MTV’s “Osbournes”, “Road Rules,” and “Tough Enough.” Richard, Tyra Banks and Ken Mok created the reality program “America’s Next Top Model,” now in its sixth season. He is a Life Master tournament bridge player.
Wash has made several documentaries, features and TV shows. In 2004, he went undercover, leaving his political affiliations at the door, to write and direct a film about the tormented “Gay Republicans” that won the Audience Award for Best Documentary at the AFI Festival and is now available on DVD.
Hailing from Leeds, England, Wash earned his college degree in Politics at the University of Newcastle-upon-Tyne, immediately prior to moving to America. In 1994 he was living in New Orleans, Louisiana, when he caught the film bug and made a short film “Squishy Does Porno!” which according to promotional materials gained cult status. Shortly afterwards he moved to Los Angeles and landed a job in the adult industry. In 2000 he made his debut feature film based on his observations of that industry, “The Fluffer”, co-directed with Richard. The film premiered in North America at the Toronto Film Festival and internationally in Berlin, Germany. Premiere magazine selected it as one of the “Top Ten Buried Treasures” of the year.
Quinceañera is a 2006 Sony Pictures Classics movie winner of the Audience Award and Grand Jury Prize for Best Dramatic Feature at the Sundance Film Festival 2006
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Richard Glatzer and Wash Westmoreland” hit the play button 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 September 2006 section of the podcast.
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Posted by Elena del Valle on September 15, 2006
Las Florecitas
Photos: Pochteca Media
The city of Laughlin in Nevada will salute Hispanic Heritage Month with the third annual Viva Laughlin! from October 6 through October 9. The event will offer Latino entertainment options in Laughlin’s casino resorts. This small city in Nevada experienced a surge of casino construction in the 1980s. Today there are nine hotel casinos, where Los Angeles Hispanics alone make an average of 3.2 casino visits per year.
“It’s a smaller scale and it has a small town feel and more people feel at home,” said Minerva Partida, media director for Pochteca Media, which helped organize and produced the event with the Laughlin Tourism Committee and the Las Vegas Convention & Visitors Authority. “In the last two years, there is combined revenue of $4 million and last year it sold out. This event has also introduced the city to the public.”
Malo band
This year’s version of Viva Laughlin! will appeal to an older crowd by showcasing music veterans who established their careers over twenty years. Three-time Grammy Award winning Tejano singer La Mafia will perform every night at Don Laughlin’s Riverside Resort in Don’s Celebrity Theater. Legendary Tejano superstar Little Joe y La Familia will also perform on October 7 at the Flamingo Laughlin at 8 p.m. Varied music from bands such as Malo and Las Florecitas will be part of the event including rancheras, polkas, and cumbias.
Viva Laughlin will also include a beauty contest featuring Miss Hawaiian Tropic Latina models on Saturday, October 7 at the Colorado Belle Hotel Casino; as well as the first Mexican poker tournament hosted by the Colorado Belle Hotel in the Casino Poker Room on Saturday, October 7 at 1 p.m. More information is available at VisitLaughlin.com — Sergio Carmona
Posted by Elena del Valle on September 14, 2006
Adriana Eiriz, manager, Vivar Advertising
Photo: Vivar Advertising
Last month, Adriana Eiriz, manager for the United States Hispanic direct response agency Vivar Advertising, became the first Latin American female elected to the Electronic Retailing Association’s (ERA) board of directors. Eiriz, a native of Argentina is also the former chair of ERA’s U.S. Hispanic Council.
“Adriana is a perfect addition to the ERA board because she represents one of the fastest growing segments in the advertising industry,” said Gerald Bagg, CEO of Vivar Advertising. “Her 19 years experience in the Hispanic marketplace will bring a fresh perspective to the board and help the entire segment flourish.”
Eiriz has been Vivar’s manager since its inception in 2005 and is responsible for the agency’s strategic initiatives, new business development and supervision of key agency and client relationships. She received the “Greatest Contribution to the U.S. Hispanic Market” award from ERA in January.
“I think she’ll be a superb board member,” said Sigi Friedman, vice
president, Board, International Committees and Councils, ERA. “By
leading the ERA U.S. Hispanic Council, she increased its members and as a board member, I’ve no doubt she’ll contribute strong strategy and
vision.”
Eiriz began her career as the head of U.S. Hispanic and Latin American Sales and Distribution at Lexicon Marketing. At Lexicon, she was responsible for the launch of the company’s licensed “Disney’s World of English” for children. Following her nine years there, she joined Latin Links Inc. and helped the agency triple its Spanish product revenues in the U.S., Mexico, and Puerto Rico. — Sergio Carmona
Posted by Elena del Valle on September 13, 2006
By Tony Malaghan, CEO, Arial International
Tony Malaghan, CEO, Arial International
Photo: Tony Malaghan
In today’s highly competitive marketplace, call centers are taking steps to provide best-in-class service. If your company is servicing multilingual customers, it is reasonable they would expect to receive excellent service in whatever language they speak. For those servicing US Hispanic customers, only the largest or most specialized companies are able to staff call center representatives to handle all their calls in one language. Most bilingual call center customer service, telemarketing and collection agents in the US handle both English and Spanish calls randomly throughout the day so that companies can meet service level goals, schedule enough agents during peak times and optimize the use of inbound and outbound call center technology. Therefore, these call center agents must be able to competently communicate and be proficient in both languages in the specialized vocabulary of your industry.
Before we begin to address Business Spanish Call Center Certification, let’s first look at one of the most common issues raised by call center managers when talking about the US Hispanic market: call duration, which highlights one of the many differences between this market and the general market. Most managers are aware that Spanish calls tend to last longer, but few are aware of the variety of reasons this occurs:
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Hispanic Marketing and Public Relations book
To purchase a copy of the Hispanic Marketing & Public Relations book featuring “Effective Translations,” a chapter by Tony Malaghan, CEO, Arial International visit the HispanicMPR.com Resoures Section
Posted by Elena del Valle on September 12, 2006
Carlos Alfaro, editor, Hispanic Trends and Elena del Valle, editor, HispanicMPR.com
This month’s lunch meeting of the Gold Coast Public Relations Council will focus on Hispanic media. During the September 19 meeting, the editors of three Hispanic publications and one website will discuss “How to Reach and Pitch Hispanic Media” with public relations professionals at The Atrium in Boca Raton. Editors Elena del Valle of Hispanic Marketing & Public Relations.com, Carlos Alfaro of Hispanic Trends magazine, Em Mendez of La Palma, and Debbie Ramirez of El Sentinel will explain their editorial operations. The cost for lunch is $15 for members and $20 for guests.
Gary Schweikhart, co-founder and president, Gold Coast PR Council
“Lunch meetings of the Gold Coast PR Council give our members a chance to meet and network with media decision-makers. With the growing influence of Hispanic media in South Florida, this will be a valuable opportunity to find out important information, such as deadlines and the way in which the editors like to receive pitches (by phone or email), even something as important as to whether or not they accept press releases written in English or should we have them translated into Spanish first,” said Gary Schweikhart, co-founder and president of the Gold Coast PR Council. “This is really a great opportunity to get one-on-one with some key editors, so the next time one of our PR professionals call the editor of these Hispanic publications, they can say, ‘Hey, remember me? I met you at the Gold Coast PR Council lunch, and do I have a great story for you…”
“How to Reach and Pitch Hispanic Media” will be divided into three segments. From 11:30 a.m. to 12 p.m. attendees will have an opportunity to network; from 12 to 12:15 p.m., there will be lunch and organizational announcements; and from 12:15 to 1:15 p.m., there will be a presentation followed by a question and answer session.
The Gold Coast PR Council is an independent group of public relations, marketing and communications professionals from Palm Beach and Broward counties. The Gold Coast PR council holds networking and educational lunch meetings, such as this one, on the third Tuesday of every month. More information is available online at GCPRC.com — Sergio Carmona
Hispanic Marketing and Public Relations book
To purchase a copy of the Hispanic Marketing & Public Relations book edited by Elena del Valle, principal LNA World Communications, visit the HispanicMPR.com Resoures Section
