Verizon Hispanic Corporate Ad Campaign Focuses on Latinos in Broadband World

Posted by Elena del Valle on August 17, 2005

New York, NY–(HISPANIC PR WIRE)–August 15, 2005–Through a series of television commercials, print, Internet ads and a unique Web experience, Verizon’s broadband experience promotes to Hispanic consumers the broadband option. The theme of the campaign is "A Todo Lo Que Da" (to the max). The campaign, developed by Verizon’s Hispanic corporate ad agency, La Agencia de Orci & Asociados, mirrors Verizon’s mass market advertising campaign that brings to life the company’s “Richer. Deeper. Broader.” Broadband experience.

The Spanish-language campaign was developed after Verizon asked Latinos in four major markets to share their broadband stories. From meeting people online to making purchases, from learning recipes to creating and sharing their own music, Latinos are spending time online “A Todo Lo Que Da.” Verizon is showcasing their experiences.

“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”

Four original TV spots created specifically for the Hispanic market provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre web movie to competing in virtual DJ battles. The spots, “DJ,” “Window,” “Baseball,” and “Wrestler” create relevant stories that connect with Hispanic consumers, making broadband more tangible for them. Two additional TV spots adapted from the company’s general market campaign reflect "hyper-real" situations to convey the powerful experience.

Four original print executions center on broadband “must haves” for Hispanics: music, sports, entertainment, and online gaming. Through broadband, Verizon executives believe, Hispanics can be who they want to be 24×7. The online component features traditional, rich media and video banners. In addition, Verizon created a Spanish-language broadband Web experience – http://www.atodoloqueda.com – an interactive community of broadband enthusiasts from all walks of life.

The site enables users to create profiles and share their broadband stories by uploading images and videos. Visitors share stories of how broadband is changing their world. Members can also join personal interest groups, such as gaming and music, share favorite links and advice with other members, and learn new ways that broadband can help them explore their interests further.

Verizon’s broadband products and services are featured on the Web site, which was created by Verizon’s interactive marketing agency, R/GA. The Web site acts as a portal and link to various exclusive content promotions and events appealing to the online Hispanic consumer.  

Mexican Rock Band Tour U.S.

Posted by Elena del Valle on August 16, 2005

The Jaguares

Mexican rock supergroup Jaguares announced new dates as part of their extensive U.S. tour, which has already seen sold-out dates in San Francisco, Denver, New York, and Las Vegas.  The band is touring in support of its recently-released studio album ‘Cronicas de un Laberinto’ (Sony/BMG). Jaguares recently returned to American television with a special performance on CBS “Late Late Show With Craig Ferguson.”  The group has been in the midst of a 30 city U.S. tour in which they are hitting many new markets for Latin rock, including such unlikely destinations as Oklahoma City and Memphis.

The new disc was co-produced in Nashville by Jaguares friend and King Crimson member Adrian Belew, who has also worked with David Bowie and Frank Zappa.  The follow-up to 2002’s platinum-selling ‘El Primer Instino’ live acoustic album, ‘Cronicas de un Laberinto’ features 14 new tracks,  including  "Hay Amores que Matan." 

“I think that love created us, but it also can kill us,” says vocalist Saúl Hernandez.

“The song talks about the many loves – love of one’s country of one’s family, of the person you’re in a relationship with.  But in the end, there is just one love that kills you – that is the love you don’t have.”   According to Hernandez, the new album’s title ‘Cronicas de un Laberinto’ (“chronicles of a labyrinth”) is an analogy for the present state of Mexico, and on a larger scale, humanity.  “In our country, we are kind of lost, whether it be economics, politics, or society.  This idea of political change in Mexico is not working well.  We are in a labyrinth, walking on a road,” he says.

 “They are still killing the Indians here.  The economic situation still primarily only benefits the wealthy.  We are lost – that is the image is of a labyrinth.  The first song on the album is about entering the labyrinth, while the end of the album is the hopeful exiting of the labyrinth – not depending on the government all the time, being responsible for ourselves, making a better country – be it Mexico, the United States, or any place.”

The new album has an increased emphasis on melody.  “With our previous studio album, we worked on a harder, more vintage guitar sound,” says Hernandez. “On this record, we were working on a different sonic idea – melodic guitar lines.  There were three guitar players – Adrian Belew, Cesar “Vampiro” Lopez, and myself.  We realized the best way to work together was to make an ensemble instead of emphasizing solos. When you hear it, you never know who is playing the guitar lines.  It’s one sound.”

Over the past three years, the Jaguares has appeared on Late Night With Conan O’Brien, Tonight Show w/Jay Leno & FOX Good Day NY, received a Grammy nomination, and landed its previous album Cuando La Sangre Galopa  in the top position on the Billboard Top Latin Albums & Heatseekers Sales Charts. The Jaguares found poetry in darkness, strength in musical mystery, and modern innovation in Mexican tradition. The group can play for 120,000 fans in the Zócalo of Mexico City one week, and then light up 31,000 more people in the United States.  Jaguares’ music when performed live is far more than a concert;  "it’s a communal ritual between thousands of singing strangers".  Candles are lit, priests take the stage, and in the space of a single evening, the concert becomes a holy rock-and-roll ceremony.

Jaguares U.S. Tour Dates

Sept. 15         Los Angeles, CA          Pantages Theater
Sept.  19        Seattle, WA                 Moore Theatre
Sept. 20         Portland, OR                Roseland Theatre
Sept. 28         Philadelphia                  Trocadero
Sept. 29        Atlanta, GA                   Earthlink Live
Sept. 30        Memphis, TN                State Fair – Main Stage
Oct. 1           Charlotte, NC                Tremont Music Hall
Oct. 2           Carrboro, NC               Cat’s Cradle

Multicultural Market Intelligence Summit

Posted by Elena del Valle on August 15, 2005

Multicultural Market Intelligence Summit
October 5-7, 2005 – Ritz-Carlton Resort Key Biscayne, FL (Miami)

More than 200 senior level executives are expected to convene again this year in Miami to discuss American consumer marketing updates. Attendees will be able to hear presentations from and network with top corporations and research firms who pay to be presenters at the conference. The Summit is designed for busy executives who want access to readily available information in a single high end venue and are seeking to capture the rapidly growing multicultural consumer and business-to-business market opportunities, and receive research updates. The Summit serves as a showcase for Geoscape services. It also brings together current market data, workshops and case studies by the marketing, media and distribution executives who are selected on an advertorial basis. 

Features include case studies from large companies such as AOL Latino, Citigroup, Bally Total Fitness, Blockbuster, Bally, Sigma Alimentos and Delta Dental;  coaching on subjects like direct target segmentation, retail distribution planning and strategic media planning; data, including statistical figures of America’s diverse population as of 2006 and 2011; and the American Marketscape DataStream: 2006 Series Summary Report.

Organizers also anticipate the attendance of senior marketing executives from Fortune 1000 companies such as: AAA, ACE Hardware, Allstate, AOL, American Express, Amerigroup, Anheuser-Busch, AstraZeneca, AT&T, Avon Products, Bank of America, Bellsouth, Burger King, Blue Cross Blue Shield, Cendant, CAN, CVS, DirecTV, Fannie Mae, Firestone, FOX, Macy’s, NBA, New York Life, Nextel, Office Depot, Starbucks, State Farm Insurance, Telemundo NBC, Time Warner Cable, Toyota, Univision, USPS, Verizon, Walgreen, Wells Fargo, and Yahoo.Details at Geoscape

Editorial Televisa Executive Updates

Posted by Elena del Valle on August 12, 2005

Editorial Televisa recently announced changes in their north region (U.S., Puerto Rico and Central America).   David Taggart was named General Manager for the "Zona Norte" (north region) in addition to his current role as group publisher. In his new role he will oversee the commercial and operating divisions in the company’s north region.  

At the same time, Ernesto Cervantes was appointed director of planning and strategy for Editorial Televisa. In this role he will assume the responsibilities of acquisitions and partner business management as well as his current position of chief pperating officer for the "Zona Norte."

Guillermo Plehn, currently regional sales manager for the East Coast, will be sales director for the U.S. overseeing all ad sales and marketing operations.

First American Title Insurance Company Launches Enhanced Hispanic Marketing Program

Posted by Elena del Valle on August 11, 2005

ORLANDO, Fla., Aug. 3 /PRNewswire-FirstCall/ — First American Title Insurance Company announced the launch of an enhanced Hispanic marketing program in Orlando, Florida., designed to help increase homeownership opportunities within Orange County’s Hispanic community. The program’s goal is to address the specific needs of Hispanic homebuyers by helping real estate practitioners better serve this growing homebuyer segment.   

The Orlando kickoff marks the expansion of First American’s Emerging Markets Program, a comprehensive program helping increase home sales to Hispanic, African-American, Asian-American and other traditionally under, served consumer segments-into Florida. The program has been successful in California, Arizona and other key regions across the United States.

"First American has proven itself to be a true industry leader in helping explain, simplify and increase access to homeownership," said John Sepulveda,chief executive officer of the National Association of Hispanic Real Estate Professionals (NAHREP). "We are proud to support the expansion of their innovative program into the state of Florida and we look forward to the continued growth of our partnership with them."

Hispanics, African-Americans and Asian-Americans are the fastest growing segment of homebuyers in the nation. First American has set the goal of becoming the leading provider of title insurance and real estate information services to this growth segment.

The Florida Hispanic Marketing Program will help breakdown the cultural, language and financial education barriers that often arise when Hispanics begin the homebuying process. It is comprised of consumer-focused outreach and educational events, specialized programs for real estate professionals, and the hiring and training of key First American staff to better service ethnically diverse communities.

"By working in close coordination with our industry partners, we can potentially create tens of thousands of new homeowners in the state of Florida," said Matias Correa, regional director of Emerging Markets for First American Title Insurance Company. "Over time, this strengthens both our communities and First American’s role as a trusted advisor among Hispanic homebuyers."

Hispanic Business Presents 100 Fastest-Growing Companies

Posted by Elena del Valle on August 10, 2005

 Santa Barbara, CA–(HISPANIC PR WIRE)–August 9, 2005–The July/August issue of Hispanic Business magazine focuses on the 100 Fastest-Growing Hispanic Companies in the United States. Topics covered range from an examination of the leading entrepreneurs of the U.S. Hispanic economy to reports on finding capital for business growth. The 100 companies are chosen each year based on financial data submitted to HispanTelligence(R), Hispanic Business Inc.’s research division. At least 51percent of the ownership of each company accepted must consist of Hispanic U.S. citizens and must maintain headquarters in any one of the 50 states or Washington, D.C.

Now celebrating a quarter century as a publishing and information services company, Hispanic Business Inc. is a leading source of information for and about Hispanic professionals and entrepreneurs. Hispanic Business magazine is the company’s flagship publication, and other products and educational services include: SúperOnda magazine, HireDiversity.com, and Hispanic Business Events including EOY (Entrepreneur of the Year) Awards Gala, Hispanic Business BOE (Board of Economists) U.S. Hispanic Economic Summit, and WOY (Woman of the Year).  The entire top 100 article can be found on Hispanic Business’s web site at http://www.hispanicbusiness.com/news/newsbyid.asp?fpa=0&id=24535

Edmunds.com Partnered with Terra

Posted by Elena del Valle on August 9, 2005

 Miami, FL–(HISPANIC PR WIRE)–August 8, 2005–Terra.com, a leading U.S. Hispanic Internet portal, recently unveiled its latest enhancement to its interactive Auto Channel. Edmunds.com partnered with Terra, making this the first time that an integrated, co-branded automotive resource like Edmunds.com is recommended by a Spanish-language portal.

“Close to 90 per cent of Terra users claim they use the Internet as an information source for automobiles”, said Jose Luis Carrete, Director of Business Development at Terra.com. “One third of Terra visitors surf us daily. Approximately half of our users go to Terra Autos to scope out features and information on specific brands. Fifty seven percent visit the site for our photo galleries,” added Carrete.

“Car-shoppers who use the Internet for automotive research are likely to save money and be more satisfied with the purchase process,” according to Phil Reed, author of Edmunds.com’s “Strategies for Smart Car Buyers.”

Terra is a leader in Spain and Latin America in the three principal areas of its business operations: access, portal and value-added services. Terra’s network of sites spans Spain, Latin America and the Hispanic market of the United States, and via Lycos Europe, has a presence in Europe. Terra’s wide network of sites includes: Atrea.com, Azeler.es, Educaterra.com, Ifigenia.com, Invertia.com, DeRemate.com, Maptel.com, Rumbo.com, OneTravel.com and Uno-e.com among others. Terra Networks S.A. has its headquarters in Barcelona and numerous operating centers throughout the world. It trades on the Madrid Stock Exchange (TRR) and on the Nasdaq (TRLY).

New System Focuses on Hispanic Word of Mouth Activities

Posted by Elena del Valle on August 8, 2005

Brisbane, CA, August 8, 2005 – Informative, Inc., a leading provider of web-based solutions that allow companies to drive brand advocacy and word-of-mouth, launched a new Hispanic Brand Advocacy Solutions.  The service offers marketers information on what is most important to their customers – in their own words – in the language they feel most comfortable – English or Spanish. 

Informative’s Hispanic Brand Advocacy Solutions will provide tools to benchmark brand advocacy, determine the impact brand advocacy has on a business, identify and prioritize Hispanics most important thoughts and ideas. In addition, Hispanic Brand Advocacy Solutions will identifies some of the most persuasive and socially connected customers to leverage in word-of-mouth campaigns to increase brand recommendations and influence purchase decisions.

“Hispanic marketers have long wished for deeper insight into understanding Hispanic consumers – in their own words and beyond traditional focus groups where size is a limitation,” comments Richard Israel, VP Hispanic Solutions for Informative, Inc., and contributing author of the soon to be released book ‘Hispanic Marketing & Public Relations, Understanding and targeting America’s Largest Minority’.

Using proprietary methodologies and patented technologies, Informative’s scaleable solutions propose to capture the collective wisdom and cultural experiences of thousands of Hispanic consumers — in their own words — and distill actionable insights that can immediately impact business. The results, they hope, will be  better-selling products, greater customer acquisition, improved brand loyalty and word-of-mouth.

Informative is a leading provider of web-based solutions and strategic services that help companies engage and collaborate with their customers to capture and analyze their thoughts, ideas, opinions and perceptions.  Companies, including 1-800-Flowers, Bose, Intuit, Kodak, LEGO, Procter & Gamble and Royal Mail, rely on Informative solutions to improve and innovate their  products, create more relevant messages and marketing campaigns, and increase customer loyalty and evangelism. Founded in 1999, Informative is headquartered in Brisbane, CA. For more information about Informative,  go to www.informative.com.

New Media Influences African Americans and Hispanics More Than Mainstream Audiences

Posted by Elena del Valle on August 5, 2005

Home Improvement, Grocery, Telecom, and Apparel Purchases at the Top of the List

COLUMBUS, OH — (MARKET WIRE) — 08/04/2005 — Just when marketers thought it couldn’t get any more difficult targeting ad dollars, African Americans and Hispanic consumers are adopting new media as an influence on their purchases, according to BIGresearch’s spring (May/June) Simultaneous Media Survey (SIMM VI) of 14,847 respondents. A higher percentage of African Americans and Hispanics than non Hispanic Whites say new media, such as blogging, instant messaging, and picture phones influence their purchase decisions for home improvement, grocery, telecom, and apparel, among other categories.

"The mobility of many new media options appears to suit the multitasking lifestyles of African Americans and Hispanics more than Whites," said Joe Pilotta, PhD, V.P. Research for BIGresearch. "These media represent an extension of word of mouth and pose a serious challenge that marketers will have to deal with," said Pilotta.

Please tell us which of the following media influence your…

                           African
Home Improvement Purchases    Americans     Hispanics       Whites
==========================    =========     =========     =========
Picture Phone                    2.6%          4.2%          1.4%
Instant Messaging                3.3%          5.1%          1.5%
Blogging                         2.4%          3.8%          1.5%

                               African
Grocery Purchases             Americans     Hispanics       Whites
==========================    =========     =========     =========
Picture Phone                    3.7%          4.7%          1.5%
Instant Messaging                3.5%          6.1%          2.4%
Blogging                         3.6%          4.4%          1.8%

                               African
Telecom Purchases             Americans     Hispanics       Whites
==========================    =========     =========     =========
Picture Phone                    5.4%          5.2%          2.4%
Instant Messaging                5.2%          5.6%          2.4%
Blogging                         4.6%          4.7%          2.0%

                               African
Apparel/Clothing Purchases    Americans     Hispanics       Whites
==========================    =========     =========     =========
Picture Phone                    3.4%          4.5%          1.3%
Instant Messaging                4.2%          5.2%          1.8%
Blogging                         3.5%          4.1%          1.7%
 

"In any media plan, influence needs to be factored in to improve advertising ROI. The early adoption of new consumer-controlled media as a purchase driver by African Americans and Hispanics will disrupt traditional media plans as it shifts even more power to consumers from marketers. By creating a mobile shopping environment wherein a conference among a social network may result in a purchase on the spot, long term advertising effects may also be diminished," said Pilotta.

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 12,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. BIGresearch’s methodology provides consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at www.bigresearch.com.

            
            

            

            
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Study: Spanish Speakers to Increase 45 Percent in Future

Posted by Elena del Valle on August 4, 2005

A study titled "The Future Use of The Spanish Language In The USA — Projected to 2015 & 2025" just released by Hispanic U.S.A. Inc. reveals information about the continued growth of Spanish-speakers in America.

The study challenges the assumption that the use of Spanish will decrease in coming years as succeeding generations of Hispanics are born and grow up in this country. The study projects that the number of Spanish-dominant and bilingual Latinos will increase by 45 percent over the next two decades, adding 12.4 million Spanish-speakers to today’s population. 

Unlike other immigrant groups, even third-generation Hispanics – those born to Latino parents who themselves were born in the United States – will continue to speak Spanish in extraordinarily large numbers.

"We know that the number of Acculturated Hispanics will continue to grow, but what this study clearly shows, is that Spanish is here to stay, and in a big way. Our study has far-reaching implications from a marketing and media perspective. The fact is that Spanish connects on an emotional and visceral level with Hispanics in a way that English does not. We want to be courted in the language we make love in, for most of us, that would be in Español," stated Jose Cancela, Principal of Hispanic USA Inc.
 
The study, conducted by Roslow Research Group on behalf of Hispanic U.S.A., is based on a comprehensive analysis of Census data and national research by multiple internationally recognized institutions, which projects the use of the Spanish language through the year 2025. "We believe this study sets the record straight as it relates to the future use of the Spanish language among Hispanics here in the States," stated Peter Roslow, Founder of the Roslow Research Group.

The study indicates that by 2025, the number of Spanish-speaking Latinos in the United States will reach 40.2 million, up from 27.8 million today; two-thirds of Hispanics, five and older, will speak Spanish 20 years from now; on average, 35 percent of third-generation Latinos in the United States speak Spanish; the 18-and-older Spanish-speaking population will increase by 53 percent, to 15.2 million by 2025; the key 18-to-49 year old demographic will grow by 7.5 million, and will include 59 percent of all the Spanish speakers.

In addition, the study gives a detailed breakdown of the expected growth of Spanish-speakers in the top 25 Hispanic markets in the country. The projections show striking across-the-board increases of 40 to 55 percent in every one. Los Angeles leads the way in  numbers while major cities such as Boston, Las Vegas and Austin top the charts with an expected 55 percent growth in each. San Diego, Phoenix, Washington, D.C., and Atlanta are close behind.   

Hispanic U.S.A. Inc, founded in January of 2005, is a full service Hispanic Market Consulting Firm whose mission is: "To make it easy and profitable for our clients to understand and market to Hispanic USA, by providing direct insight accumulated over 25 years of hands on experience in the National Hispanic market."
www.hispanicusa.net