St. Thomas University to Offer M.A. in Communication Arts with Hispanic Media Media Specialization

Posted by Elena del Valle on September 22, 2005

Gloria Ruiz, Ph.D., Chair Department of Communication Arts, St. Thomas University

 The first program of its kind, it was developed in response to the growing Hispanic media market and offers the only comprehensive, bi-lingual education in communications subjects which vary from Hispanic Events Management to Creative Processes in Visual Imaging. The latest experts to join the St. Thomas team are former editor of Buenos Aires Daily and film actor, Raul Urtizberea, Ph.D. who teaches Periodismo Escrito and Pascual Otazu, Ph.D., a recognized authority on contemporary values, who teaches Management Ethics.

The program is designed for working professionals with classes conveniently scheduled during evenings and weekends.  The masters may be completed in as little as 15 months while a certificate can be completed in 36 weeks and classes can be applied toward the masters degree. Courses can also be taken individually as special certificate courses.  For more information, contact Gloria Ruiz, Ph.D. at (305) 628- 6508 or gruiz@stu.edu or Andrea Campbell, Ph.D. at (305) 628-6526 or acampbell@stu.edu

New Tequila Named for Famous Mexican Artist Frida Kahlo

Posted by Elena del Valle on September 21, 2005

Frida Kahlo Tequila Bottles

New York, NY — (Market Wire) — 09/19/2005 — Pizzorni & Sons, LLC Importers, in cooperation with the Frida Kahlo family estate, is launching a new tequila named for famous Mexican artist and style icon Frida Kahlo, the Frida Kahlo Tequila. Frida Kahlo Tequila, made in Jesus Maria, in the highlands of Jalisco, Mexico from 100 percent pure blue agave,  will initially be launched in three U.S. markets, New York, Los Angeles, and Miami, and Mexico. The producers plan to expand marketing nationally in 2006. Frida Kaho Tequila, which will be sold at leading spirits shops and restaurants, will be available in three varieties: Blanco, Reposado, and Añejo.

Frida Kahlo Tequila Blanco, which will retail for $50, is fermented naturally for up to four days; the agave juices are then double-distilled in antique copper stills and bottled un-aged.  Frida Kahlo Tequila Reposado, which will retail for $65, is aged after fermentation in American Oak casks for six to nine months before bottling.  Frida Kahlo Tequila Añejo, which will retail for $90, is aged after fermentation in American Oak casks for at least three years before bottling. Southern Wines & Spirits will handle the U.S. distribution. 

"This tequila is superior to others because it is elaborated in small batches through a 100% natural, handcrafted and traditional process. We only use the finest quality blue agaves and natural ingredients," said Jorge Gutierrez, president of Dorado, Pizzorni & Sons, LLC.

"It has been an exciting adventure to develop and launch a product that would characterize my Aunt Frida: her love for Mexico, her strength and her passion for life. Tequila, her favorite drink, accompanied her in the greatest moments of her life," said Kahlo’s niece, Isolda P. Kahlo. "While searching in the region of Jalisco it was a unique opportunity and a great challenge to obtain the right quality, taste and pureness that would match Frida’s expectations. Always taking care of the finest details, Frida Kahlo Tequila is a Super Premium Tequila that my family and I proudly present to the world, at the level and quality of the tequilas that Frida would definitely expect from her favorite drink."

HMCA, PRSA Host Book Related Teleconference

Posted by Elena del Valle on September 20, 2005

                   

HMCA and PRSA Present

A Hispanic Marketing & Public Relations Book Related Teleconference

HMCA invites you to a teleconference based on the first chapter of a new book, Hispanic Marketing & Public Relations – Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95). The first title published on reaching Latinos with marketing and public relations strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.

The teleconference entitled "A Snapshot of the U.S. Hispanic Market," has the same title as the first chapter of the book and will be presented by the chapter authors, Jonathan Ashton and Michele Valdovinos of Cultural Access Group.  Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 per site for HMCA members, $150 for PRSA members and $250 per site for nonmembers.

The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website (www.hmca.org)  The Public Relations Society of America (www.prsa.org ), based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members. 

Register Today!

HMCA member cost per site: $85 (join HMCA today http://www.hmca.org/join.htm)
Nonmember cost per site: $250

Registrations must be in writing,

Choose one of the links below, print and complete the form to register.

Download in Adobe Acrobat Format (requires Adobe’s free reader)

Download in Microsoft Word Format

Fax your completed form to 212-460-5460,

-OR-

Mail to

PRSA Registration

411 Lafayette Street, Suite 201,

New York, NY 10003

Marketing Consumer Products to Multicultural Markets

Posted by Elena del Valle on September 20, 2005

Marketing Consumer Products to Multicultural Markets
Reaching Hispanics, Asian- and African-Americans
December 8-9, 2005  Miami, FL

Marcus Evans will hold a conference on marketing consumer products to multicultural audiences December 8-9, 2005 in Miami, Florida. Totaling more than 85 million people, the multicultural consumers – comprising of Hispanics, Asian and African Americans – have replaced the Baby Boomer generation as the most lucrative market in North America. By 2050 these three groups are projected to account for approximately half of all consumers in the U.S.

The conference program will combine case studies and conference sessions and offer an agenda of senior level strategy sessions delivered by industry leaders. Cnference organizers say it will provide attendees with workable and proven solutions. The event focuses on current industry trends and initiatives that are changing the way marketing executives view multicultural marketing and identifying where their concentration will be for the future.Presenters include Santiago Blanco, director, Hispanic Marketing, North America, The Coca Cola Company, Berrece Andrews, associate director, Multicultural External Relations, The Procter & Gamble Company, Chiqui Cartagena, managing director, Multicultural Communications, Meredith Corporation, Kassim Dawson, Emerged Markets lead, Mercedes Benz.

There will be case studies and presentations on Capital Procurement: A Call for Bigger Multicultural Marketing Budgets to Capture the Growing Ethnic Consumer, National vs. Regional Promotion – Which Way to Go? Corporate Commitment: A Prerequisite to Successful Multicultural Marketing Efforts, Ensuring New Product Development Considers the Ethnic Segment, First and Foremost: Understanding the Consumer Through Segmentation, Effectively Measuring Return on Marketing Investment to Build a Proper Business Case to Offset Spending, and Consumer Assimilation – Discover the Best Strategic Approach.

Organizers say this completely editorial conference is a good fit for CMOs, heads of U.S. Hispanic, African-American, Asian Markets, segment, special or secondary markets, VPs, and directors of marketing, multicultural, ethnic and diversity marketing, market research and segmentation, direct or database marketing, product development or management, product and services development, business development, consumer markets, corporate strategy or strategic planning, marketing, promotions, advertising, brand management, public relations and communications and sales executives.

Conference details and registration information at www.marcusevansbb.com/consumerproducts

But I Don’t Speak Spanish!

Posted by Elena del Valle on September 19, 2005

Author Juan Faura

But I Don’t Speak Spanish!
by Juan Faura

If you don’t speak Spanish, you might be thinking, “How in the world am I going to service these consumers if I can’t speak their language?”

Let’s analyze that. If you are selling a product, it is the product that is going to attract them and serve them, isn’t it? What you want is for the consumers to buy that product. If you are selling a service, the first step is to get them through your door or to pick up the phone.

As we know, there are a number of excellent translation services that can translate your materials, and there are also many small companies that can adapt your ads to fit the market. Once you have the customers calling or coming through the door, it will be much easier to determine the best way to service them, whether that means hiring a bilingual employee, a freelance translation company or a phone interpreter service. The key is to get the customers coming in or buying the product first.

First, Show Respect

The truth of the matter is that the best way to sell any customer coming through your door is to show them respect and to provide them with the attention that they deserve. While language facilitates that, it is not the only way to do it and in fact is not even a prerequisite. Along those lines, I would argue that the use of the following five phrases would immediately engender a connection to any Hispanic consumer, and if you learned not another word of Spanish these five phrases could be sufficient to make your business a Hispanic-friendly business.

Buenos días/tardes/noches (Good morning/afternoon/evening)

Uttering these words when coming upon a potential customer at a store or restaurant, for example, immediately says, “I recognize your culture, and I would like to try to make you feel comfortable in my store.” The Hispanic consumer comes away with the impression that this is a Hispanic-friendly place, somewhere he or she would enjoy returning to.

¿Cómo esta(s)? or Cómo le/te va?  (How are you? or How is it going?)

Using this one will probably earn you a smile and a polite “Bien gracias.” Sometimes it may earn you a string of words because it is immediately assumed you speak the language. In either case, you can benefit from this because you will once again be showing respect and understanding.

¿Cómo le/te ayudo? (How can I help you?)

This is a direct way of showing to your Hispanic customers that you are willing and able to help them even though you do not speak the language.

Que le/te vaya bien

The actual translation of this phrase is “May things go well for you,” but for practical purposes it is very similar to “Have a nice day.” This is a casual and easy-going way to say goodbye and at the same time make your shop inviting to your Hispanic customers.

Con mucho gusto or Mucho gusto

This phrase is like a two for one. Con mucho gusto means “With pleasure,” and it is something you would say when you are asked for something or to do something. Mucho gusto means “It’s a pleasure to meet you.”

It seems so insignificant that learning a few phrases in a language can make that much of a difference, but they do. Learn from your customers. When they come in and you greet them in Spanish, listen to how they answer and learn what comes after that. You may not be fluent, but with each bit that you learn you will be deepening your relationship with your customers.

Notice that in some of these phrases there are two ways of saying something. That is because one way is formal and the other is informal. Como le va? is formal and Como te va? is informal, and similarly with the other phrases.

Excerpted from The Whole Enchilada: Hispanic Marketing 101
Reprinted with permission. ©2004 Paramount Market Publishing, Inc., Ithaca, New York (www.paramountbooks.com). Toll-free 888-787-8100.

Purchase "The Whole Enchilada"

HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano

Posted by Elena del Valle on September 16, 2005

Para Distribución Inmediata   

Informes: HMCA
                 (305) 648-2848 
                 hmca@hmca.org

Nota al editor: Puede obtener una copia del libro para artículos y reportajes a través de Publisher@poyeen.com
 
HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano 

Miami, Florida – La Hispanic Marketing & Communication Association (Asociación Hispana de Mercadeo y Comunicación conocida por sus siglas en inglés como HMCA) y la Sección Multicultural de la Public Relations Society of America (conocida por sus siglas en inglés como PRSA) anunciaron recientemente una teleconferencia basada en el primer capítulo del nuevo libro en inglés titulado Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) para profesionales y estudiantes de mercadeo.

La teleconferencia, titulada “A Snapshot of the U.S. Hispanic Market”, tiene el mismo título que el primer capítulo del libro y contará con presentaciones de los autores del capítulo, Jonathan Ashton y Michele Valdovinos de la compañía Cultural Access Group. Los profesionales que acudan al seminario virtual contarán con un número de teléfono especial a través del cual escucharan la presentación y tendrán acceso a un portal virtual en el cual encontrarán los materiales visuales. El costo de la conferencia es de $85 para miembros de la sección, $150 para los miembros de PRSA y $250 para el público general por cada conexión.

Hispanic Marketing & Public Relations ofrece 435 páginas de información, análisis de casos, materiales gráficos, información del mercado y opiniones sobre el mismo basadas en la experiencia de los 19 autores expertos y beneficia a HMCA. El portal del Internet HispanicMPR.com www.HispanicMPR.com cuenta con información sobre el libro, una lista de autores e instrucciones sobre como recibir boletines electrónicos.

El libro, escrito por un digno grupo de expertos reconocidos por su conocimiento del mercado latino, cuenta con 15 capítulos escritos por 17 profesionales y dos profesores universitarios.  Cris Ascunce de CAT Grafix, Inc. diseñó la portada. Los capítulos tratan en detalle diversos aspectos del mercado Latino de los Estados Unidos, la aculturación latina, como ubicar a los latinos que navegan en el Internet, la importancia de dirigirse a los latinos en su propio idioma, proyecciones demográficas, la imagen latina, las relaciones públicas dirigidas a los latinos, la prensa Hispana, la publicidad electrónica, los eventos como elemento del plan de mercadeo, los aspectos de calidad y cantidad a considerar en cuanto a la investigación de los mercados latinos y como prepara a expertos y comunicadores para entrevistas con la prensa. Carlos Santiago presidente de la empresa Santiago Solutions de California escribió el prefacio.

La Hispanic Marketing & Communication Association es una asociación profesional de voluntarios y sin fines de lucro dedicada a promover excelencia en el mercadeo dirigido a latinos. Visite el portal de Internet de HMCA www.hmca.org para obtener información sobre el mercado hispano, copias gratuitas del boletín de HMCA e invitaciones a eventos de la asociación. El Public Relations Society of America (www.prsa.org) con oficinas principales en Nueva York, es la organización más grande del mundo de profesionales de relaciones públicas y cuenta con más de 28,000 miembros profesionales y estudiantes

###

HMCA, PRSA Announce Hispanic Marketing & Public Relations Book Related Teleconference

Posted by Elena del Valle on September 16, 2005

FOR IMMEDIATE RELEASE                                       

Contact:    
HMCA
(305) 648-2848
hmca@hmca.org

HMCA, PRSA Announce Hispanic Marketing & Public Relations
Book Related Teleconference

Miami, FL – The Hispanic Marketing & Communication Association, HMCA, and the Multicultural Section of the Public Relations Society of America, PRSA, announced a teleconference based on the first chapter of a new book, Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95). The first title published on reaching Latinos with marketing and public strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.

 The teleconference entitled “A Snapshot of the U.S. Hispanic Market,” has the same title as the first chapter of the book and will be presented by the authors of that chapter, Jonathan Ashton and Michele Valdovinos of Cultural Access Group.  Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 for Section members, $150 for PRSA members and $250 per site for nonmembers.

Hispanic Marketing & Public Relations provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts and benefits HMCA.  Information on the book, including a list of authors and newsletter sign up instructions, is available at  www.hispanicmpr.com  .

Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations.  Authors include a veritable who’s who of U.S. Hispanic marketing.  Research guru
Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.

The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website www.hmca.org The Public Relations Society of America (www.prsa.org ), based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.

# # #

Editors: Send review copy requests to publisher@poyeen.com

HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Relaciones Públicas Dirigidas al Mercado Hispano

Posted by Elena del Valle on September 15, 2005

Para Distribución Inmediata Informes:
HMCA

(305) 648-2848

hmca@hmca.org

Nota al editor: Puede obtener una copia del libro para artículos y reportajes a través de Publisher@poyeen.com

HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano

Miami, Florida – La Hispanic Marketing & Communication Association (Asociación Hispana de Mercadeo y Comunicación conocida por sus siglas en inglés como
HMCA) y la Sección Multicultural de la Public Relations Society of America (conocida por sus siglas en inglés como PRSA) anunciaron recientemente una teleconferencia basada en el primer capítulo del nuevo libro en inglés titulado Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) para profesionales y estudiantes de mercadeo.

La teleconferencia, titulada “A Snapshot of the U.S. Hispanic Market”, tiene el mismo título que el primer capítulo del libro y contará con presentaciones de los autores del capítulo, Jonathan Ashton y Michele Valdovinos de la compañía Cultural Access Group. Los profesionales que acudan al seminario virtual contarán con un número de teléfono especial a través del cual escucharan la presentación y tendrán acceso a un portal virtual en el cual encontrarán los materiales visuales. El costo de la conferencia es de $85 para miembros de la sección, $150 para los miembros de PRSA y $250 para el público general por cada conexión.

Hispanic Marketing & Public Relations ofrece 435 páginas de información, análisis de casos, materiales gráficos, información del mercado y opiniones sobre el mismo basadas en la experiencia de los 19 autores expertos y beneficia a
HMCA. El portal del Internet HispanicMPR.com www.HispanicMPR.com cuenta con información sobre el libro, una lista de autores e instrucciones sobre como recibir boletines electrónicos.

El libro, escrito por un digno grupo de expertos reconocidos por su conocimiento del mercado latino, cuenta con 15 capítulos escritos por 17 profesionales y dos profesores universitarios.
Cris Ascunce de CAT Grafix, Inc. diseñó la portada. Los capítulos tratan en detalle diversos aspectos del mercado Latino de los Estados Unidos, la aculturación latina, como ubicar a los latinos que navegan en el Internet, la importancia de dirigirse a los latinos en su propio idioma, proyecciones demográficas, la imagen latina, las relaciones públicas dirigidas a los latinos, la prensa Hispana, la publicidad electrónica, los eventos como elemento del plan de mercadeo, los aspectos de calidad y cantidad a considerar en cuanto a la investigación de los mercados latinos y como prepara a expertos y comunicadores para entrevistas con la prensa.
Carlos Santiago presidente de la empresa Santiago Solutions de California escribió el prefacio.

La Hispanic Marketing & Communication Association es una asociación profesional de voluntarios y sin fines de lucro dedicada a promover excelencia en el mercadeo dirigido a latinos. Visite el portal de Internet de
HMCA www.hmca.org para obtener información sobre el mercado hispano, copias gratuitas del boletín de
HMCA e invitaciones a eventos de la asociación. El Public Relations Society of America (www.prsa.org) con oficinas principales en Nueva York, es la organización más grande del mundo de profesionales de relaciones públicas y cuenta con más de 28,000 miembros profesionales y estudiantes

###

HMCA, PRSA Announce Hispanic Marketing & Public Relations Book Related Teleconference

Posted by Elena del Valle on September 15, 2005

FOR IMMEDIATE RELEASE Contact: HMCA
(305) 648-2848
hmca@hmca.org

HMCA, PRSA Announce Hispanic Marketing & Public Relations

Book Related Teleconference

Miami, FL – The Hispanic Marketing & Communication Association, HMCA, and the Multicultural Section of the Public Relations Society of America, PRSA, announced a teleconference based on the first chapter of a new book, Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95). The first title published on reaching Latinos with marketing and public strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.

The teleconference entitled “A Snapshot of the U.S. Hispanic Market,” has the same title as the first chapter of the book and will be presented by the authors of that chapter, Jonathan Ashton and Michele Valdovinos of Cultural Access Group. Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 for Section members, $150 for PRSA members and $250 per site for nonmembers.

Hispanic Marketing & Public Relations provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts and benefits HMCA. Information on the book, including a list of authors and newsletter sign up instructions, is available at www.hispanicmpr.com .

Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations. Authors include a veritable who’s who of U.S. Hispanic marketing. Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.

The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website www.hmca.org The Public Relations Society of America (www.prsa.org ), based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.

# # #

Editors: Send review copy requests to publisher@poyeen.com