Posted by Elena del Valle on March 23, 2006
Selling to Latinos by Andrew Erlich, Ph.D.
A new book, Selling to Latinos: The Bridge to Understanding (Multi-cultural Publications, $39.95) was recently published. It was authored by Andrew Erlich, Ph.D., cross-cultural psychologist, multi-ethnic market research pioneer and the founder of Erlich Transcultural Consultants (ETC). The 192-page hardbound book was published by a division of ETC and is available for purchase on the company website.
The author’s goal is to provide sales professionals with in-depth cultural understanding and ethnic awareness to facilitate their efforts in the rapidly growing U.S. Latino markets. Dr. Erlich explains to readers how to differentiate generations of Hispanics by their connection to their culture as well as how and why Hispanic culture has shaped the prospect’s approach to a sales transaction. Stressing that sales staff don’t need to speak Spanish to understand the culture, the author shares examples of how to make the customer comfortable in various sales settings.
A member of the advisory board for Urban Call, a trade magazine for retailers, Dr. Erlich has appeared on local, national and international Spanish-language radio and television shows. He has more than 20 years of experience in transcultural marketing research, consultation, organizational development and cultural competency training. As president of ETC he oversees the firm’s business, moderates Spanish-language and general market focus groups, and leads cultural competency training sessions.
Dr. Erlich is an active member of the National Speakers Association, The Speakers Academy and the Arizona Speakers Association. He has written articles for Marketing News, Quirk’s Market Research Review, the Journal of Marketing and International Business magazine. Raised in El Paso, Texas, he is English-Spanish bilingual. Dr. Erlich, a cum laude History graduate of the University of Texas, received an M.A. and a Ph.D. in Clinical Psychology from the California School of Professional Psychology.
Comments:
Filed Under: Books
Posted by Elena del Valle on March 22, 2006
FOR IMMEDIATE RELEASE
Contact: HispanicMPR.com
editor@ hispanicmpr.com
Editors: JPG photo available
Boca Raton, Florida – Hispanicmpr.com, a forum for the exchange of information and ideas on Hispanic marketing and public relations, launched a podcast audio show by the same name. Hispanic Marketing & Public Relations, the first podcast about reaching Latinos with marketing and public relations tools, is hosted by Elena del Valle and listed in many podcast directories including Apple’s iTunes.
The podcast has featured songs from debut albums and popular Latino performers including Andrea Echeverri, Mexico Institute of Sound, The Pinker Tones, Diego Diego, Sara Valenzuela, Spigga, and Hip Hop Hoodios. Podcast guests have included Alex Carvallo, U.S. Hispanic media manager Intel Americas; Jaime Suchlicki, Ph.D., editor, Cuban Affairs Journal at the University of Miami; Juan Ochoa, director, Program Development, MFM Trade Meetings; Matias Perel, president, Latinthre3.com; Jeffrey Duque, commercial director U.S., Cuatro-Media, Inc. and Bill Colton, president, Global Telesourcing. Podcast discussion topics have included: Hispanic online market, Fourth Annual Innovations in Hispanic Markets conference, newly launched Fox Sports en Español magazine and Cuban Affairs Journal, Intel’s efforts to reach Latinos and Hispanic call centers.
Started as a weblog for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), the podcast’s host website provides a place for readers and authors of the book, subscribers and visitors to connect, discover the latest Hispanic market news and updates and listen to expert interviews and presentations in an audio format. Visitors may listen to the podcasts on the website audio player which appear under the heading “Podcast” or download them for convenient listening on their MP3 or iPod players.
To listen to a podcast, go to the Podcast Section (box with blue background on the right of the page) on www.HispanicMPR.com . Select the title by placing your cursor on it then click on the play button. To download the podcasts to your MP3 player or iTunes folder, right click on the RSS box above the Podcast box and select “copy shortcut.” Insert the shortcut into the download podcast URL box in the “advanced” file on your iTunes folder.
The Hispanic Marketing & Public Relations book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics, contributed fifteen chapters to the book, which benefits the Hispanic Marketing & Communication Association (HMCA), a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence.
Posted by Elena del Valle on March 21, 2006
VW campaign “Gone tamale” ad
Auburn Hills, Michigan – VW (Volkswagen) is using Latino cartoon icon Speedy Gonzales™ to promote the GTI Mk V to Hispanic audiences. The campaign, created by CreativeOndemanD (C.O.D), Volkswagen of America’s Hispanic advertising agency of record, blends animation with real footage.
Just barely beyond the start line and the campaign has sparked controversy among Latinos. Popular political Hispanic blog Latinopundit.com mentioned the campaign March 18 in relation to the reaction of some Latinos to a Spanish language word used in one of the ads and its vulgar meaning in Spanish.
VW “Gracias” ad
Two Volkswagen engineers take the new GTI Mk V for a test run. Speedy Gonzales™ goes out for a cheese run. Somewhere in the middle of the desert the two icons of speed coincide. So goes the spot titled “Speedbump,” part 1 of an episodic three-part TV campaign for the Hispanic market launch of the new Volkswagen GTI Mk V launched recently.
“The Speedy Gonzales and new GTI Mk V match-up is a natural,” said Kerri Martin, director of brand innovation for Volkswagen of America, Inc. “Both have permeated pop culture. Both have a loyal and passionate fan base. Both have achieved iconic status in a world of high-powered acceleration. Speedy Gonzales will help take the new 2006 GTI’s message to a group of Hispanic drivers who may have not yet experienced the speed and responsiveness of our German engineered hot hatch.”
The GTI Mk V, dubbed by VW as the “original pocket rocket,” has a high-tech, 200 hp 2.0T 4-cylinder engine that produces 207 ft.-lbs of torque from 1,800 to 5,000 rpm, a new fully independent, sports tuned suspension and “an understated but dynamically aggressive style.”
“In the Hispanic market, Speedy Gonzales is our superhero,” commented C.O.D’s founding partner and creative director, Priscilla Cortizas. “Not only is he the epitome of speed, he communicates positive values like altruism, resourcefulness, intelligence and confidence.”
VW “Turbo-Cojones” ad
According to VW’s promotional materials, famous Speedy Gonzales, touted as “the fastest mouse in all Mexico,” sports enviable credentials like the ability to accelerate at great speeds; a quick-thinking mind and unselfish heart; and the ability to outrun and outwit his foes. In “Cats,” the second spot in the campaign, Speedy Gonzales taunts alley cats from the back of the new 2006 Volkswagen GTI. Later, the spot entitled “Replay” takes the audience back to Speedy’s hungry mouse friends who clamor for some cheese. Thanks to Speedy’s quick thinking, the convenient location of a cheese factory across town, and the campaign’s turbo-charged 2006 GTI Mk V’s, the problem is solved to the sounds of “Andale, andale, arriba, arriba.”
To create the spots C.O.D worked closely with Warner Bros. Consumer Products and Warner Bros. Animation. The spot entitled “Replay” fuses vintage Speedy Gonzales cartoons with state-of-the-art computer animation created by Radium. Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan, and is a wholly owned subsidiary of Volkswagen AG, one of the world’s largest automakers.
Comments:
Filed Under: Books
Posted by Elena del Valle on March 20, 2006
Bill Colton, founder and president, Global Telesourcing, LLC
A podcast featuring an interview with Bill Colton, founder and president, Global Telesourcing, LLC, is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Bill discussed call center servicing and Hispanic markets with Elena del Valle, host of the HispanicMPR.com podcast.
Bill Colton is the founder and president of Global Telesourcing, LLC, a leading provider of inbound call center services for the U.S. Hispanic market. With more than 2,500 seats in Argentina, Global Telesourcing has combined the economic benefits of offshore outsourcing with the expertise and convenience of a U.S.-based agency.
Prior to founding Global Telesourcing, Bill was the Latin America managing director of Optima Direct, then one of the world’s largest direct marketing agencies focused on call center services. After Optima Direct was sold to Omnicom Group’s Rapp Collins Worldwide, Bill spent three years helping affiliated advertising and direct response agencies in 10 Latin American countries.
In addition to more than a decade of experience in the U.S. Hispanic and Latin American markets, Bill has applied his direct marketing expertise to campaign politics and grassroots government lobbying. Bill, who worked in the United States Senate and numerous senatorial and presidential campaigns, helps Fortune 50 companies apply direct marketing techniques to leverage their political clout in Washington with the Hispanic and general markets. Bill is a graduate of the George Washington University in Washington, D.C, with a degree in Political Science.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Bill Colton,” 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 17, 2006
Photos: Publicitas
Miami, Florida – Publicitas LHM, a national Hispanic print media advertising sales company, announced the appointment of Marión Mézáros as regional account director for the West Region, and Mitch Korn as regional account director for the Northeast Region.
Mézáros is a seasoned advertising and media sales executive with more than 10 years of multicultural media planning and ad sales experience in the Los Angeles market. Her experience includes working for Western International Media as print negotiator, Muse Cordero and Ad Americas as media supervisor, and most recently as director of sales and marketing for the Mexican business newspaper El Financiero.
On the East Coast, Korn will concentrate on developing the pharmaceutical and auto categories. Korn was sales executive for Katz Hispanic Media, Telemundo Network, News Corp, and JSA Publishing, where he specialized in print media marketing products.
“Marión will provide our clients her valuable experience and know-how of the Hispanic media market,”, said Amelie Ferro, vice president Business Development, Publicitas LHM.“Mitch brings over fifteen years of experience in the Hispanic media industry, and will assist our advertisers in understanding how to best reach this audience thru print.”
Part of the PubliGroupe-Publicitas Promotion Network Company, Publicitas-LHM was launched as a specialized division to partner with leading U.S. Hispanic publishers to extend leverage and resources on a national advertising sales platform. Publicitas-LHM has engaged a national sales team as an extension of its represented publishers to promote and grow advertising revenues for its media partners. A division of PubliGroupe, operating with 53 offices across four continents, Publicitas is responsible for the international activities of the group and is one of the largest global advertising sales networks representing some of the most prestigious newspaper and magazine publishers from around the world. More information about the company is available at Publicitas.com.
Posted by Elena del Valle on March 16, 2006
Jose Cancela, principal, Hispanic USA
Photo: Hispanic USA
Synovate will present diversity and Hispanic market updates “Reaching America’s Diversity Populations,” based on the 2006 U.S. Diversity Markets Report, in four U.S. cities. The first daylong presentation was held in Chicago, March 14. A second presentation will take place at the Millenium Biltmore on Thursday, March 16 in Los Angeles, California. These will be followed by presentations at the Colonnade Hotel, Coral Gables, Florida on March 21 and New York Marriott East Side, New York City on March 23.
The roster of presenters is a combination of Synovate speakers , sponsors and diversity market experts. New York presentations will include “Now! The Multicultural Landscape” by Everett R. Hernandez, Jr., “Effective Market Segmentation of the Hispanic Market” by James Starks and “Hispanics and Financial Services” by Claire Braverman from Synovate. Other presenters will discuss: “Vibe and the Birth of Vixen” by Lou Lopez, research director, Vibe magazine; “Moving Hispanic Newspaper Research Forward” by Rossana Rosado, publisher, El Diario La Prensa, and “Cracking The Code to the U.S. Hispanic Market” by David Taggart, general manager and group publisher, Editorial Televisa.
Rossana Rosado, publisher, El Diario La Prensa
Photo: ImpreMedia
Synovate will offer a similar program in Miami including presentations by local experts and sponsors such as “The Power of H – Seven Ways to Understand Hispanic USA” by Jose Cancela, principal, Hispanic USA, “Moving Hispanic Newspaper Research Forward” by Olga Casabona, market research manager, La Opinion and ImpreMedia, “Hispanic Public Relations: A Powerful Tool for Building Your Brand” by Aida Levitan, president and CEO, Levitan & Palencia, “Matching Acculturation to Media” by Alex Alonso, West Coast account director, Multicultural Marketing, Carat.
During the events, Synovate, a global market intelligence and research company, promises newcomers and past attendees fresh insights into the largest minority markets: Hispanics, African-Americans and Asian-Americans. The Report includes an update of Synovate’s acculturation model utilizing social tension to explain movement toward full acculturation.
The Report also shows how the tension-enhanced acculturation model can be integrated with language dominance and media usage to define and reach high potential target markets. In addition to updated demographics and buying power information, the Report analyzes autos, technology products, financial services, health/wellness, leisure/entertainment and shopping trends. New summary sections on young adult markets (ages 18-24) and mature markets (ages 55 and above) examine similarities and differences between ethnic groups. Synovate operates across four continents, in 46 countries and 26 time zones.
Posted by Elena del Valle on March 15, 2006
Photo: LATV
Puerto Rican-born actress Valery Ortiz joined LATV as the host of “LATV Does Hollywood.” Ortiz is currently generating a buzz with her transition to the big screen in the new 20th Century Fox release, “Date Movie.” In the romantic comedy, she stars as Jell-O, a spoof on fellow Latina actress, J-Lo. Ortiz also stars as Madison Duarte on the original half-hour teen drama “South of Nowhere,” which is entering its second season on The N, the nighttime network for teens. The N, a programming arm of MTV Networks is available in 43 million households via cable, digital cable and satellite television.
Other LATV hosts and VJ’s are also making waves on the stage, on television, and as professors. LATV producer/host Giovanni Blanco leads a double life as frontman for popular bilingual funk-dance-rock act Spigga. Patricia Lopez, the host of LATV’s “M2M Live” and “Movimiento con Patricia Lopez”, is a frequent Entertainment Host on “KTLA the WB Morning News.” “LATV Late Night” host Alysha Del Valle is also a traffic reporter for ABC 7 News and a special-events host for LA’s 102.7 KIIS FM. And “Rokamole” host Josh Kun is an associate professor of English at UC Riverside. More information on LATV programming is available at LATV.com
Posted by Elena del Valle on March 14, 2006
Kagan estimates 3.4 percent of TV ad dollars in 2005 went to Hispanics, who accounted for 10.2 percent of TV households; those shares should rise to 4.2 percent of TV ad spend and 11.1 percent of TV households by 2009. According to Kagan Research, Hispanic TV will capture 4.2 percent of TV ad spending by 2009.
Graphic: Business Wire
Monterey, California — With more than 75 Spanish-language cable networks available to multichannel subs, Kagan Research, LLC expects those outlets to be the leaders in television ad revenue growth rates over the next decade. Kagan’s “Economics of Hispanic Television in the U.S.” reports that, compared with total U.S. media spending, Hispanic ad dollars are up significantly, about 12.1 percent in 2005 compared with a 6.6 percent boost for all U.S. advertising markets. The numbers for 2004 were similar, with Hispanic media up 12.1 percent versus a 5.7 percent rise for all U.S. media markets.
Kagan forecasts total Hispanic ad spend will achieve a hefty 10.3 percent compound annual growth rate (CAGR) from 2004-’09, bettering 6.2 percent growth for all U.S. media. The beneficiaries of the boom include four over-the-air Spanish-language TV broadcasters, Univision, Telemundo, Telefutura and TV Azteca.There still exists a significant gap between Hispanic ad spending and Hispanic population share.
“Despite accounting for approximately 14 percent of the U.S. population, the Hispanic audience has been the ‘forgotten demo’,” said Deana Myers, senior analyst at Kagan Research. “That has changed as advertisers look to target this group’s rapidly growing buying power.”
Filling the ad spend gap of this increasingly valuable demographic will be a major focus of Hispanic media over the next ten years. Kagan estimates 3.4 percent of TV ad dollars in 2005 went to Hispanics, who accounted for 10.2 percent of TV households; those shares should rise to 4.2 percent of TV ad spend and 11.1 percent of TV households by 2009.
“Economics of Hispanic Television in the U.S.” provides an analysis of population trends, buying power and the Hispanic media market in the U.S., with market projections for broadcast networks and cable networks through 2009. The detailed profiles of 14 broadcast and cable networks include ownership information, subscriber data, and projections of gross and net ad revenues, programming expenses and cash flow, as well as programming descriptions and contact information for 32 other Hispanic-targeted networks. The report also compares affordability of Hispanic packages from multichannel distributors and dissects advertising revenues in the top ten Hispanic markets.
Kagan Research consulting and publishing services offer financial data and analysis, relevant market advisories and 5- to 10-year projections on cable and DBS, broadcast television and radio, movies, entertainment and sports, digital, wireless and Internet technologies and media finance and law.
Kagan’s “Economics of Hispanic Television in the U.S.”Electronic Edition with license for five users sells for $2,695; the Print Edition sells for $895 and both editions sell for $3,095. For table of contents and more information on the Report, visit Kagan.com.
Posted by Elena del Valle on March 13, 2006
Matias Perel, founder and president, Latinthre3
A podcast featuring an interview with Matias Perel, founder and president, Latinthre3, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Matias discusses the Hispanic online market with Elena del Valle, host of the HispanicMPR.com podcast.
Matías Perel founded Latinthre3 in 2000. Since then he has led the company to a leading position among interactive marketing agencies in the U.S. and Latin America. He has a 10-year professional track record in the U.S. and Latin American advertising industries.
A native of Argentina, he has lived and worked in the U.S. for many years gaining knowledge of the Hispanic and Latino communities. Considered an expert by his colleagues in the Internet and the online advertising industry, Matias is invited to participate in seminars and conferences in the region and is frequently interviewed on CNN en Español.
Matias, a past board member of the Miami chapter of the International Advertising Association, serves on the Hispanic Committee of the Internet Advertising Bureau. He is also enrolled in the business graduate program at Harvard Business School.
As president of Latinthre3, Matias is charged with leading the company while working with clients to assist them to gain e-strategic advantage in the U.S. Hispanic and Latin American regions. Some of Latinthre3’s clients include Cisco Latin America, Dell Latin America, Lexicon, Microsoft Latin America, Nextel International, Pepsi Latin America & USH, Reebok, Sony Latin America, Sunbeam Latin America, TACA Airlines, Visa International, and Xerox.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Matias Perel,” 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 March 2006 section of the podcast archive.
Posted by Elena del Valle on March 10, 2006
Photos: St.Thomas University
The St. Thomas University Masters in Communication Arts program will hold a debate on the future of Hispanic Communications April 8, 2006 to discuss “Hispanic Communications: Nuevos Horizontes.” Panelists will analyze: Alternative venues for Hispanic journalism and public debate, new perspectives on Hispanic marketing and professional opportunities in Hispanic media.
The event is free and open to the public. It will take place from 9 am to 1.30 pm at the St. Thomas University Bobcat Hall of Fame, located at 16401 NW 37th Ave, Miami Gardens, Florida 33054. Continental breakfast will be served.
Aida Levitan, president and CEO,Levitan & Palencia
“Each panel will consist of one academic, one graduate student of our Masters in Communications (students) and two professionals working in the field, including Dr. Aida Levitan who will be participating as keynote speaker,” said Gloria Ruiz, chair of the Communication Arts Department. “Our last year conference was a great success with about 100 people in attendance with professional and student backgrounds.”
César A. Pizarro, business manager, El Nuevo Herald
During the discussion, each panelist will speak for 10 minutes prior to a question and answer session. Panelists will include Aida Levitan, president and CEO,Levitan & Palencia; Armando Limansky from Telemundo; César A. Pizarro, business manager, El Nuevo Herald; Gloria Ruiz; Mario Beguiristain, professor, MA Communication Arts Hispanic Media St. Thomas University; Nancy García Amor, masters student; Pam Silva, Univision and St. Thomas University masters in Communication Arts student; Richard Pineda, professor, University of Texas; and Sandra Benedet, professor, Spanish Literature, Roosevelt University, Chicago, Illinois. For additional information, contact Gloria Ruiz (305) 628-6581, gruiz@stu.edu, or Paula L. Carreiro (786) 587-0520, pcarreiro@stu.edu or visit STUHispanicMediaSeminar
