Posted by Elena del Valle on April 5, 2006
Elena del Valle, editor, Hispanic Marketing & Public Relations, and Amy Rodriguez, principal, Volverde & Rodriguez Advertising
Photos: LNA World Communications and Amy Rodriguez
Elena del Valle, editor and contributing author of the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), and Amy Rodriguez, principal, Volverde & Rodriguez Advertising will speak on April 7 at the Miami Herald Travel Experience and Tourism Industry Conference 2006. Del Valle and Rodriguez will address travel industry professionals during a 90-minute presentation entitled “Defining the Hispanic Travel Market.”
The Conference, offered for the first time this year as part of the fourth annual Miami Herald Travel Show, will provide travel professionals, national and international tour operators and regional associations information on the latest trends and travel industry news. Other presenters include Peter Greenberg, Today Show travel editor; Arthur and Pauline Frommer, guidebook authors; Paul Prudhomme, chef; and Doug Duda from A&E Well Seasoned Traveler.
Del Valle is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations. She is the director and host of the Hispanic Marketing & Public Relations website and podcast.
A 21 year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. Prior to founding her own marketing and public relations firm nine years ago, she was a key member of the health care team and headed the Hispanic practice at the largest independent public relations firm in Florida. Before that, she attended law school nights while she was in charge of domestic and international Hispanic marketing and public relations for a major private South Florida health care company. She is the recipient of the 2004 D. Parke Gibson Pioneer Award Multicultural Communications Professional Interest Section of the Public Relations Society of America (PRSA) and the 1988 Up & Comers Award in Public Relations.
Rodriguez has more than 17 years of experience in the U.S. Hispanic market and Latin America. Her focus is on analyzing client needs and providing insightful, highly researched strategic solutions that are culturally relevant to Hispanic consumers; and creating enduring relationships with Hispanic consumers, to fuel long-term growth for brands and services.
She began her career managing national and international efforts for American Airlines in the Caribbean, Latin America and U.S. Hispanic markets. Rodriguez was tapped as vice-president, strategic planning for Accentmarketing, guiding large regional accounts such as Physician Healthcare Plans, and launching Chevrolet’s first major effort in the U.S. Hispanic market. She returned to V & A in 1994, later named The Rodriguez Group, and became partner in 1998 when the company was named agency of record for Visit Florida for the U.S. Hispanic and Latin American markets. Rodriguez considers herself an expert at navigating local clients through the complete Latino Universe. She completed her Bachelors in Business from Marymount University and her MBA in International Business from George Washington University in Washington.
Posted by Elena del Valle on April 4, 2006
Photographer George Rodriguez
Photos: George Rodriguez
Los Angeles, California – A photo exhibit, “César E. Chávez – A Reflection,” featuring photographs by George Rodriguez recently opened at the Mexican Cultural Institute located at Plaza Olvera in downtown Los Angeles. The artist, union organizer Dolores Huerta, and immediate members from the Chavez family attended the unveiling of the exhibit’s commemorative poster.
Through his collection of black and white and color images Rodriguez meant to capture the legacy of Mexican American labor leader César Chávez and his fight for social justice. The show, which includes photos never before viewed in an exhibit, will run from March 31 through April 28. The exhibit encapsulates the movement that began in the late 1960s with the leader’s struggle in the fields.
“Cesar E. Chavez at ’40 acres’, Delano, California, August 1969”
The exhibit also attempts to describe “the formidable transformation of powerless farm workers into warriors for social justice.” Chavez created a “people’s movement” that transcended the rural environment reaching urban communities and crossing the nation.” César E. Chávez – A Reflection” is presented by the Mexican Cultural Institute and Scandalo Productions with support from Latino Weekly Review, KLCS-TV/DT, and LatinoLA.com.
Posted by Elena del Valle on April 3, 2006
“La Mujer de Mi Hermano” soundtrack cover
The soundtrack to one of Latin America’s most popular films last year, “La Mujer de Mi Hermano,” is set for release on Nacional Records on April 11 in conjunction with the U.S. release of the film by Lionsgate on April 14. The film and soundtrack follow the success of other influential films and soundtracks that have defined a new wave of Latin American cinema such as “Amores Perros” and “Y Tú Mama También.”
“La Mujer de Mi Hermano,” has been a box office heavyweight in Mexico and Latin America. The soundtrack features some of the latest tastemakers in Latin alternative and electronica such as Aterciopelados frontwoman Andrea Echeverri, electronic darlings Nortec Collective, Sara Valenzuela, Mexican Institute of Sound, The Pinker Tones and NYC-based up-and-comers Pacha.
Highlights of the album include Tanghetto’s new “electro tango” version of the seminal New Order favorite “Blue Monday” (available on the HispanicMPR.com podcast) and a re-working of the classic La Ley track “Mentira” by Beto Cuevas, the vocalist from multi-Grammy-winning Latin rockers La Ley (who appears in the film as a Catholic priest). The soundtrack also features original music composed by Angelo Milli.
The film, based on the novel of the same title by Jaime Bayly, features a cast led by telenovela (soap opera) stars Barbara Mori, Christian Meier and Manolo Cardona, and is directed by Ricardo de Montreuil. After almost ten years of marriage, the stunningly attractive Zoë (Barbara Mori) realizes that her marriage to Ignacio (Christian Meier) no longer carries the passion and spark it once had. Emotionally adrift, she searches for those sensations once again; she soon finds herself seduced into the arms of Gonzalo (Manolo Cardona), her husband’s brother. At first, Zoë becomes reinvigorated by the romance, but her decision soon launches a series of events that drives these three people through a gauntlet of revenge, secrecy and despair that will unravel them all. “La Mujer de Mi Hermano” is a Stan Jakubowicz production directed by Ricardo De Montreuil.
The soundtrack titles of “La Mujer de Mi Hermano,” in running order are: “Despues De Almuerzo I” by Bitman & Roban, “Blue Monday” by Tanghetto, “Regresa/Con Lacapilla” by Novalima, “TMCR Grand Finale” by The Pinker Tones, “Don’t Let Go,” by Pacha, “Olvidela Compa” by Nortec Collective, “Ya No” by Sara Valenzuela, “Dub-A El Tiempo Es Muy Largo” by Mexican Institute of Sound, “La Mujer de Mi Hermano Theme Song” by Angelo Milli, “Baby Blues” by Andrea Echeverri, “Matanza Funk” by Monareta, “Malato” by Novalima, “Transan” by Intoxicados, “Buho” by Turista, “I Drink She Smokes” by Kemo and “Mentira” by Beto Cuevas. Visit Myspace.com to preview the album.
To listen to Tanghetto’s “Blue Monday” single from the soon-to-be released “La Mujer de mi Hermano” soundtrack, scroll down on HispanicMPR.com until you see “Podcast” on the right hand side, then select “Tanghetto Blue Monday,” 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 April 2006 section of the podcast.
Posted by Elena del Valle on April 1, 2006
Denice R. Hinden, president, Managance Consulting
Photo: Denice R. Hinden
Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. 2005. Elena del Valle, editor. Poyeen Publishing, Boca Raton, Florida. Reviewed by Denice R. Hinden, president, Managance Consulting
Hispanic Marketing & Public Relations is a thoughtful and insightful reference tool for anyone contemplating a targeted marketing campaign, or anyone working in a field where results depends on effective communication with people of Hispanic or Latino origin (the terms are used interchangeably throughout the book), and especially people for whom Spanish is their dominant language. The book is a compilation of chapters written by 19 professionals, across the United States representing a broad range of experiences and perspectives. The authors include two university professors, five researchers, several business owners (whose services target marketers, communicators and Hispanics) and five communicators.
The book quickly dispels any notion that all people of Hispanic origin are “the same” or that communicating with the Hispanic market is just a matter of “speaking Spanish.” The Hispanic market is segmented, primary by country of origin and the distinct culture and Spanish dialect of each country. Further, the book makes a strong case for the value of investing in careful research, planning and translation services as an essential part of any organization’s communication planning and brand awareness efforts. Integrated throughout the book are brief examples that illustrate key points, along with a variety of charts and graphs of data and trends in the Hispanic market. By the end of the book the reader understands that effectively reaching the Hispanic market is both a science and an art and there is still much more to learn about this dynamic and growing market.
The book is organized around 15 different topics that you get a sense are just skimming the surface of the complexities and opportunities for understanding and effectively reaching people of Hispanic origin in the United States. Some of the many topics covered include: the culture of the Latino market, the difference between acculturation and assimilation, trends in specific market segments including baby products, the wireless market, the car market, the banking market and the urban youth market and the tools of effective marketing including qualitative and quantitative research, effective translations, the Latino print and broadcast media, the entertainment factor and specific communication strategies. Integrated throughout the book are helpful (and funny) lessons about challenges and opportunities of working in Spanish and English. For example, when a well known airline wanted to advertise it’s new leather first class seats in the Mexican market it translated its campaign literally. “Fly in leather” or “vuela en cuero” is “Fly naked” in Spanish.
Other valuable elements of the book include a detailed table of contents and index, a brief introduction to each chapter and a summary at the end of each chapter emphasizing key points. Another feature of the book is its companion website HispanicMPR.com. The website is a unique forum for the exchange of information and ideas on Hispanic marketing and public relations. The site is updated regularly and resources include books, media, events, people, press, entertainment and podcasts from movers and shakers in the communications industry. Together, the contributing authors to Hispanic Marketing & Public Relations have decades of experience on the front lines of the country’s communication industry. Their wisdom and experiences are a valuable resource for anyone entering or working in the Hispanic marketing and public relations industry.
Posted by Elena del Valle on March 30, 2006
John Burn Marante, managing director, The Marketing Bodega
Photo: The Marketing Bodega
Chicago, Illinois – The Marketing Store, a Chicago based branding company, launched The Marketing Bodega to reach the Latino consumer market. Basing their concept on the premise that a bodega (Spanish for small store) symbolizes “a unique shopping experience” the company hopes to offer brand managers and marketing directors the opportunity to target the Hispanic and Latino mindset.
“When a Puerto Rican immigrant needs a pound of ground beef, she drops by her local Kroger supermarket. But when she wants some tamarind fruit to make a refreshing beverage on a hot summer afternoon, she heads to a local bodega,” said John Burn Marante, managing director, The Marketing Bodega. “Similarly, you get unique things from Bodega’s creative approach, which you don’t get from other mass market agencies. It’s about going beyond demographics and making an emotional connection with your Latino consumer mindsets. Customizing your brand essence to fit this unique emotional landscape and avoiding stereotypical mass communication, which leaves the Hispanic consumer saying, ‘they speak my language, but they don’t understand me,’ is at the core of The Marketing Bodega’s strategy.”
“The Hispanic and Latino cultures are not the target but rather the inspiration that provides the strategic creative direction for Bodega. We have been applying this unique approach to our most experienced multicultural clients (Miller Brewing Company, McDonald’s and Coca-Cola) and now will open up to those experienced Hispanic brand marketers,” said Clive Maclean, president U.S. Agency Services, The Marketing Store. “Marketers who understand the importance of going beyond numbers and obtaining substantial results by creating a human connection that The Marketing Bodega’s creative teams will bring to their businesses.”
Burn Marante has spent the majority of his career overseeing and marketing global brands like Heineken and Diageo throughout South and Central America. The Marketing Bodega will be staffed by its own creative and account management teams.
The Marketing Store specializes in Brand Activation™, a process for bringing the spirit of brands to life. A 450-million-dollar global agency headquartered in Chicago and with offices in the UK (London, Leeds and Birmingham), Paris, Hong Kong, São Paulo, Toronto and Sydney, The Marketing Store activates brands for clients such as McDonald’s, Coca-Cola, Miller Brewing, Nissan, General Mills Incorporated, Best Buy and PetSmart.
Posted by Elena del Valle on March 29, 2006
Tom Anderson, managing partner, Anderson Analytics
Photo: Tom Anderson
Stamford, Connecticut – Companies trying to increase sales by understanding who buys what, sometimes rely on analysis of target markets and buying trends. The North American automotive industry is among the many industries and companies seeking to understand an important and growing market segment: Hispanic youth.
In a study presented recently at the 2006 ESOMAR Automotive Conference in Lausanne, Switzerland, a representative from Anderson Analytics looked at economic potential, identification of causal differences, and reachability, in order to determine whether this segment merits a unique marketing approach. Anderson’s analysis of the quantitative and qualitative data made a strong case in support of targeting Hispanic youth with a unique and differentiated marketing strategy.
The research showed that the Hispanic youth segment should be targeted based on standard targeting criteria. The segment, economically attractive and growing faster than any other demographic group, has different psychological needs and attitudes related to cars from mainstream groups. Proponents argue that although Hispanic youth tend to be bilingual, and it is possible to reach the majority via mainstream English media, they are reachable in other ways, and clearly warrant a specific strategy.
“Hispanic teens are indeed a growing target for car makers,” said Tom Anderson, managing partner, Anderson Analytics. “We found that innovative marketers willing to take advantage of the more creative media channels such as websites or magazines catering to Hispanic Youth or via viral marketing could have much greater success reaching this market.”
“The findings are unique in that they combine advanced research techniques with the cultural awareness and sensitivity needed to truly understand this otherwise hard to reach segment. This study is a perfect example of how to successfully model the impact of cultural differences in today’s multi-ethnic business environment,” said Frank Leinweber, director, TNS Automotive, and co-presenter of the findings.
The TNS Teen Auto Survey, conducted by TNS in English and Spanish in 2004, was administered to 1,307 US youth, 290 who identified themselves as Hispanic. In January 2006, Anderson Analytics conducted projective interviews with an additional 236 youth, 12 percent of which identified themselves as Hispanic.
Anderson Analytics is a full service marketing consultancy, providing quantitative and qualitative solutions. TNS is a market information group. One of the world’s largest custom research companies, TNS operates a global network spanning 70 countries and employs more than 13,000 people. It provides market information and measurement, together with insights and analysis, to local and multinational organizations.
Posted by Elena del Valle on March 28, 2006
The 3rd Annual Multicultural Marketing for Financial Services and Insurance Companies conference, organized by the Wolburn, Massachusetts based Center for Business Intelligence (CBI), is scheduled to take place April 20-21 at the Marriott New York at the Brooklyn Bridge in New York City. The event, co-sponsored by The Wall Street Journal and the Hispanic Marketing & Communication Association, HMCA, is expected to draw 120-150 attendees.
Presenters will address issues related to marketing financial services to multicultural markets including Hispanics. According to event organizers seven of 18 presentations will be Hispanic market specific and other presentations will include Hispanic markets. Sponsored presentations represent approximately 10 percent of the program. The cost of admission is $1895.
“CBI’s goal is to create a forum for unbiased learning and sharing of information,” said Jennifer Jansen, program manager for the conference.
Invited speakers include: Tariq Khan, vice president, Marketing Development and Diversity Nationwide Financial Network; Rebeca Vargas,vice president, director of Hispanic Markets, Global Consumer Group, Retail Banking North America, Citigroup; Lily Fong, director, Multicultural Markets, Allianz Life Insurance Company of North America; Cristian Sandoval, vice president, Hispanic and Multicultural Marketing Manager, National City Corporation; Michael Marx, vice president, Research Services Visa USA; Maylene G. Moneypenny, translation program manager, Blue Cross Blue Shield of South Florida (BCBSFL); and Babette A. Honore, assistant director, Market Development, Northwestern Mutual.
Some of the topics addressed this year include: Developing Strategic Approaches to Your Multicultural Marketing Initiative; Ethical, Legal, and Public Policy Considerations; Case Examples of Effective Initiatives – Marketing to Key Diverse Segments – African-American, Latino, Asian-American, GLBT; Building the Business Case for Multicultural Initiatives; Best Practices from the top 50 companies for Diversity; Health Insurance – the Latino Market Focus; Determining links between employee diversity and customer diversity; and Developing a strategy to identify targeted organizations, diverse communities and centers of influence. For conference information or to register visit CBInet.com
Founded in 1994 in Boston, CBI Research, Inc. is dedicated to developing market-driven, conferences in pharmaceuticals, biotech, medical devices, risk and insurance and managed care markets. CBI Research, Inc. offers conferences and summits targeting senior executives and government officials by providing a platform for highly focused content and presentation.
Posted by Elena del Valle on March 27, 2006
The newly launched HispanicMPR.com podcast is mentioned in an article by Mariana Lemann on the latest podcasts in this month’s issue of Marketing y Medios magazine. The article, entitled “Podcasts Grow and Attract New Listeners,” appears in the print and online editions of Marketing y Medios
Posted by Elena del Valle on March 27, 2006
Gloria P. Ruiz, Ph.D., department chair, Communication Arts, English and Humanities, St. Thomas University
Photo: Gloria P. Ruiz, Ph.D
A podcast featuring an interview with Gloria P. Ruiz, Ph.D., department chair, Communication Arts, English and Humanities, St. Thomas University in Miami, Florida, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses the University’s Hispanic media graduate program with Elena del Valle, host of the HispanicMPR.com podcast.
Dr. Ruiz’ work includes designing and managing media and multicultural projects. She served as producer of “The Network” a live, interactive, multicultural and multilingual television tutorial program for middle and high school students in San Francisco which at that time was recognized as the most watched cable access program of record in that area. As promotions director and general manger in Los Angeles for American Cable Systems, she was instrumental in developing the first bilingual cable guide for the area and developed Spanish language programs for employees and the public through public access. She instituted Latinos in Cable, an organization that educated the cable television industry about Spanish speaking cultures and their market potential.
Dr. Ruiz, is professor in Communication Arts at St. Thomas University in Miami, Florida. Prior to her work at St. Thomas, Dr. Ruiz was a Title VII Fellow at Stanford University. In 2001 she was a faculty fellow with the National Association of Television Program Executives (NATPE). In 2004, Dr. Ruiz was a fellow for the American Society of Newspaper Editors (ASNE) and completed her Fellowship at The Miami Herald. Recently, Dr. Ruiz developed the master of arts in Communication Arts with a Hispanic Media specialization. Dr. Ruiz’s research interests address multiculturalism and diversity issues as they relate to communications; she is exploring Asian portrayals in American media.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Gloria Ruiz, 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. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your iTunes program listed under the “advanced” column. The podcast will remain listed in the March 2006 section of the podcast.
Posted by Elena del Valle on March 24, 2006
Yahoo! Postman
Photos: Yahoo!
Sunnyvale, California – Yahoo! Inc. introduced a new public beta of its instant messaging suite, Yahoo!® Messenger with Voice including enhanced PC-based calling capabilities. Yahoo! is casting a broad net, cross-promoting this new service in all of its properties, including Yahoo! en Español and Yahoo! hoping to interest Hispanics among other groups. According to the Hispanic Association on Corporate Responsibility and the Federal Communications Commission (FCC), Hispanics collectively spend close to $8 billion for telephone services a year.
The new Phone Out, Yahoo! representatives say, will allow U.S. consumers to make low-cost Voice over Internet Protocol (VoIP) calls using their PC to call traditional or mobile phones in more than 180 countries. Calls within the U.S. and to more than 30 countries can be made for two cents a minute or less.
Additionally, U.S. consumers can receive calls on their PC from traditional and mobile phones for $2.99 a month or $29.90 a year with the Phone In feature. Phone In gives users a virtual presence in their city of choice, and portable phone service wherever they travel.
The new PC-based calling features were initially introduced to international users in December 2005, and will continue to be rolled out in localized versions. The enhanced Yahoo! Messenger with Voice features will also be introduced into Yahoo!’s co-branded Internet access services, including AT&T Yahoo! High Speed Internet, in the coming months.
Brad Garlinghouse, vice president, Communications Products, Yahoo! Inc.
“Yahoo!’s top priority is to provide a stellar communications service through a variety of easy, fun and inexpensive ways to stay connected with others around the world,” said Brad Garlinghouse, vice president, Communications Products, Yahoo! Inc. “We look forward to further incorporating voice features into Yahoo!’s global services, from communications to search, to help simplify and improve the Internet experience for our hundreds of millions of users around the world.”
In the beta service, country-based phone numbers are initially available in France, the United Kingdom, and the United States. Additional country-based numbers are expected in the coming months.
Headquartered in Sunnyvale, California, Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations in the U.S. More information about the service is available at Yahoo.com and calling rates can be found at Voice.Yahoo.com
