Posted by Elena del Valle on March 8, 2011
Information provided by Event Partner
2011 Hispanic Retail 360 Summit
Taking Latino Marketing and Merchandising into the New Decade
August 10-12, 2011
Hilton La Jolla Torrey Pines, La Jolla, CA
Hispanic MPR subscribers qualify for a special low registration rate of only $599 for this seventh annual Hispanic Retail 360 Summit.
This is the premier event for retailers and marketers who want to grow their business with the U.S. Hispanic consumer market. It is a high-level conference and tabletop exhibition including informative sessions and opportunities for face-to-face interaction between retailers, suppliers and experts in Hispanic marketing.
The conference provides a 360 degree look at the Hispanic shopper, using data from several authoritative research companies, retailer case studies, and noted experts on demographics, buying behavior, segmentation, marketing, merchandising, product sourcing, store design and in-store marketing to Hispanic consumers. Keynote speaker is Vicente Fox, President of Mexico 2000-2006, one of the world’s most important voices on the contemporary geo-political landscape and the role of business in the developing world.
Details and registration are at www.hispanicretail360.com. Hispanic MPR subscribers should enter the Promo Code “HISMPR” for the special $599 rate. For sponsorship opportunities contact Michael Hatherill, 201-855-7610, mhatherill@stagnitomedia.com.
Posted by Elena del Valle on March 7, 2011
Twenty-two percent of survey respondents picked Head and Shoulders Shampoo as their favorite
Photo: Procter and Gamble
A 2010 Mintel survey of Hispanic personal care product attitudes and shopping habits indicates Latinos are brand loyal to their shampoo and conditioner across household income levels. In spite of the economic slow down, 60 percent of respondents to the survey said they buy the same brand of shampoo and conditioner. This was especially true for Spanish dominant shoppers.
Hispanics also favored styling products. Forty-six percent of survey participants said they buy styling gels and lotions, a greater percentage than Asians, Blacks and Whites.
More Hispanics, 57 percent, said they rely on conditioners to soften and detangle their hair than Whites, 49 percent. Many respondents in the Latino and Asian market segments, 24 percent, like to color their hair compared to only 18 percent of Whites and 20 percent of Blacks.
The top three shampoo brands among Latinos who participated in the survey were Head and Shoulders (preferred by almost one quarter of these survey takers) followed by Pantene and Suave.
English dominant Latino respondents didn’t respond well when it came to hairspray: 46 percent of English-dominant Hispanics said that they do not buy hairspray in comparison with 24 percent of Spanish dominant respondents.
Mintel is an international research company. This Mintel survey was conducted online in August 2010 among 534 U.S. Hispanic respondents aged 18 and older.
Posted by Elena del Valle on March 4, 2011
Wild West 2.0 book cover
Photos: AMACOM
Attorneys Michael Fertik of Redwood City and David Thompson of Los Angeles, California believe the internet is a new world where many of the rules we know and abide by do not apply. Convinced that the online world is a kind of Wild West, they named their recently released book Wild West 2.0 How to protect and restore your online reputation on the untamed social frontier (AMACOM, $24,95).
Both used to work for ReputationDefender. In January 2011, a company name change to Reputation.com was announced. After the book was published Thompson moved on to a law firm. It took the attorneys several years to conduct the research for the book and one year to write it. In the book, they assert that because search engines do not rank results based on the veracity of the information baseless attacks may spread in the digital world without checks of any kind.
Thompson explained by phone that since the book was published “it is becoming even more important to be aware of online reputation issues;” that Google still dominates the market and constantly changes its natural results formula without revealing, except for a very broad outline, the selection criteria. A customer whose privacy is violated or whose reputation is wrongly described online may go out of business, he explained when asked about the business consequences and importance of reputation management.
The authors offer “proven strategies for building a storm proof reputation.” In the book, they explain the parallels they see between the lawless frontier in the Old West and today’s internet; share stories of anonymous attacks; discuss sites that share private data; make suggestions for readers to locate online mentions about them and their businesses online; outline strategies to respond to baseless information with truthful content; and address methods for reputation repair and protection.
Co-author Michael Fartik
The 264-page hardcover book published in 2010 is divided into 14 chapters: Welcome to the New Digital Frontier; Your Online Reputation is Your Reputation; The Internet is the New Wild West; The Forces Driving Online Reputation; Anonymous Cowards; Google Gone Wild: The Digital Threat to Reputation; Why People Attack Each Other Online; Types of Internet Attacks; How to Measure Damage to Your Internet Reputation; Your Reputation Road Map and Online Reputation Audit; Getting Proactive: The Best Defense is a Good Offense; Recovering from Online Smears: Restoring Your Reputation After the Damage Has Been Done; Protect Your Small Business and Your Professional Reputation; and Conclusion: Embrace the Internet.
Co-author David Thompson
According to a Reputation.com spokesperson, the book hit some “great milestones on Amazon” such as the number one place in the Public Relations and Computers and Internet categories; second place in Marketing and Sales; third place in Business and Management; twelfth place in Hot New Releases, and twenty-second place overall. Fertik is the founder and chief executive officer of Reputation.com (formerly ReputationDefender). He serves on the advisory board of the Internet Keep Safe Coalition.
Thompson was general counsel and chief privacy officer of Reputation.com at the time the book was written. He is now an attorney with Munger Tolles and Olson LLP where he is developing the firm’s reputation management practice.
Click to buy Wild West 2.0
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Filed Under: Books
Posted by Elena del Valle on March 3, 2011
Information provided by Event Partner
Latina Empowerment Conference
Los Angeles, CA
March 18, 2011
The National Hispana Leadership Institute, the nation’s premier organization for Latinas, is bringing its renowned must-attend Latina Empowerment Conference series to Los Angeles, CA on Friday, March 18 at the Wilshire Grand Hotel, 930 Wilshire Boulevard, Los Angeles, CA 90017.
The Latina Empowerment Conference is a convening of hundreds of exemplary regional leaders and professionals who come together for a day of leadership training; innovative professional development opportunities that help Latinas with career advancement; peer to peer learning through an interactive panel of successful Latina leaders; networking, and employment connections.
Panelists and speakers for the Los Angeles’ Latina Empowerment Conference include:
Dr. Margaret Quinones-Perez, Lead Counselor, El Camino College, Board Member of Santa Monica College
Bea Stotzer (’98 NHLI alumna), CEO, New Capital
Lisa Baca-Sigala (’97 NHLI alumna), Executive Director, CA Latino Caucus Institute for Public Policy
Dr. Ana Nogales, Founder, Nogales Psychological Counseling
Gina Linn Espinoza (’08 NHLI alumna), President, What Makes You Smile
Nely Galan (’89 NHLI almuna), President, Galan Entertainment, and more.
Join other Latinas like you, engage on discussions important to the Latino community, network with regional and national leaders, and more.
The National Hispana Leadership Institute is the premier executive leadership organization preparing Latinas for positions of national and international influence, public policy impact and to contribute to the advancement of the Hispanic community. www.nhli.org.
Thanks to the Latina Empowerment Conference’s Title Sponsor, State Farm Insurance Companies and to our media sponsors, Capital News Wire and HispanicMPR for their support.
For community partnerships and sponsorship opportunities contact Gloria Del Pozo at gloria@nhli.org. For media partnerships and media requests contact Maria Clara Samaniego at mariaclara@nhli.org.
Save the dates
March 18, 2011 for Latina Empowerment Conference in Los Angeles;
May 6, 2011 for Latina Empowerment Conference in Chicago; &
November 2-4, 2011for NHLI’s Executive Leadership Training Conference & Mujer Awards in Los Angeles.
Posted by Elena del Valle on March 2, 2011
By Jacquelyn Ottoman
Author, The New Rules of Green Marketing
Jacquelyn Ottoman
First the secret: Latinos are just as likely as Whites and Asians to be “green” consumers! According to the Natural Marketing Institute, a respected marketing research firm, in 2009, Latinos represented 4% of U.S. population—and 4% of U.S. green consumers, too. What’s more, green Latinos tended to be equally distributed among the same types of green segments as Whites and Asians: LOHAS (Lifestyles of Health and Sustainability) – 4%, Naturalites 1%, Drifters (status-conscious) – 4%, Conventionals (resource conservers) 4%, and Unconcerned 3%.
This means that marketers targeting the Hispanic market with the high quality products that Latinos seek, need to heed the same myths of green marketing as the White and Asian marketplaces. These myths of green marketing, as I describe in more depth in my new book, The New Rules of Green Marketing Strategies, Tools and Inspiration for Sustainable Branding include:
Myth #1 Green products don’t work as well.
Fact: Method, Tide Coldwater, and Clorox Greenworks brands have been developed specifically to work as well or better than regular products—and command a slight premium price to boot!
Click to read the entire article Eight Myths About Green Products and a Secret About the Hispanic Marketplace
Posted by Elena del Valle on February 28, 2011
Spanish dominant Latinos continue to buy name brand personal care products, according to a 2010 survey
Photos: Procter and Gamble
Looking for a brand loyal market segment? While many consumers are cutting back on costs and choosing less expensive products during the recession lower income Spanish dominant Latinos continue to buy name brand personal care products; more than English dominant Latinos, according to a recent Mintel survey conducted online in August 2010 among 534 U.S. Hispanic respondents aged 18 and older.
Although many of the survey respondents had a lower-than-average household income level, they indexed higher than non-Hispanics in the consumption of personal care products in 2009. According to Mintel, over the last six years, Hispanics have consistently spent more on personal care products; although the researchers expect to find a less than 1 percent drop for 2010. Hispanics who responded to the survey index higher than non-Hispanics in the purchase of haircare products and bath products.
“Spanish-dominant Hispanics are most likely to stick to their favorite brand of hand soap, body soap and shower gel, signifying that less acculturated Hispanics remain loyal to the same brand despite the economy,” said Leylha Ahuile, senior multicultural analyst at Mintel, a research company. “English-dominant Hispanics tend to have higher household incomes and apparently are less concerned with brand name soaps and more focused on saving money.
Many of the Latino survey respondents said they favor multifunctional products
In spite of Hispanics’ lower-than-average household income level, they indexed higher than non-Hispanics in the consumption of personal care products in 2009. Over the last six years, Hispanics have consistently increased their spending on personal care products. And within personal care, Hispanics index higher than non-Hispanics in the subcategories of haircare products and bath products.”
Among the those surveyed by Mintel 64 percent of Hispanics who said they have an income between $25,000 and $49,999 said they still buy name brand body soaps or shower gels compared to 58 percent of English-dominant Hispanics who said they continue to buy name brand body soaps or shower gels even during the economic downturn.
Although they could switch to more affordable products Spanish-dominant consumers who responded to the survey said they are also more likely to stick to their favorite name brand lotions (51 percent versus 35 percent of English-dominant consumers), facial cleansers (27 percent versus 20 percent of English-dominant consumers) and toothpaste or mouthwash (69 percent versus 65% percent of English-dominant consumers).
Many of the lower-income Hispanics who participated in the survey indicated they are interested in saving money with multifunctional products. For example, 65 percent of those who earn between $25,000 and $49,999 said they are interested in two-in-one shampoo/conditioner, and 83 percent said they would be more inclined to purchase toothpaste that can also serve as a mouthwash and whitener.
Posted by Elena del Valle on February 25, 2011
How to Make Money with Social Media book cover
Photos: FT Press
While social media are blazing across the internet there is much confusion and debate regarding their solid, measurable usefulness from a return on investment perspective. Jamie Turner, chief content officer of The 60 Second Marketer, and Reshman Shah, Ph.D., assistant professor of Marketing at Emory University, address the issue of profits in How to Make Money with Social Media An Insider’s Guide on Using New and Emerging Media to Grow Your Business (FT Press, $24.99).
Reshma Shah, Ph.D., coauthor, How to Make Money with Social Media
The authors start with the premise that the only reason to be involved in social media is to make money and they believe that it is possible for businesses to make money provided social media users follow certain steps. They assert that such steps are part of a “…well thought out, well executed, and well managed” campaign with clear strategies, objectives and tactics. The good news is that social media doesn’t have to be time consuming, according to them.
Their book, they explain at the beginning, was written to provide information for readers wanting to set up, launch and maintain a money-making social media campaign. At the end of each chapter they provide a summary section and at the end of the book there is a summary type chapter with a series of check lists. They close with three recommendations: do something even if it’s not perfect; start each day with ten social media tasks; and visit Turner’s website for ideas.
Jamie Turner, coauthor, How to Make Money with Social Media
The book, written in a somewhat informal style, also includes references to the 60 Second Marketer website. The 289-page hard cover book published this year is divided into twenty-four chapters and six parts: The Social Media Landscape, How to Set Yourself Up for Social Media Success, Social Media Platforms, Social Media Integration, How to Measure Social Media and Conclusion.
Turner is a marketer with 20 years of experience. Shah is a founder and partner at Inflexion Point Marketing Group.
Click to buy How to Make Money with Social Media
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Filed Under: Books
Posted by Elena del Valle on February 23, 2011
Putting story power to work in the Hispanic marketplace
By Bonnie Buckner and Pamela Rutledge, Ph.D.
Co-founders, A Think Lab
Bonnie Buckner and Pamela Rutledge, Ph.D.
Photos: Bonnie Buckner and Pamela Rutledge, Ph.D.
The explosion of new technologies and social media has created expanded opportunities for marketers and public relations professionals to reach both more pointed and more diverse audiences. There is a tendency to focus on the technology or the tools, but substance drives an effective campaign. Stories deliver substance. They provide an authentic human experience that taps into psychological fundamentals and the richness of culture, making them the most effective way to engage audiences. Stories have the ability to express the essence of a brand or advocacy campaign. They are how we make sense of the world, how we connect, and how we share.
The Hispanic marketplace is rich and diverse, consisting of many different cultures from countries in Central and South America, the Caribbean and Spain with many different levels of acculturation and assimilation. Stories are a way to bridge cultural diversity because culture is story. In a Hispanic marketplace rich with cultural histories, story is a powerful means to engage people in a meaningful way.
Click to read the entire article Transmedia Storytelling
Posted by Elena del Valle on February 21, 2011
Where did people in the United States go online the final month last year? Most of the names are familiar. Yahoo!, Google, Microsoft, Facebook, AOL, Ask Network, Amazon, Glam Media, Turner Digital and CBS Interactive were the top 10 websites visited by Americans December 2010, according to comScore, an online media measurement company.
Viacom Digital, Wikimedia Foundation Sites, Apple Inc., eBay, New York Times Digital, Demand Media, Fox Interactive Media, VEVO, Comcast Corporation, and Answers.com Sites make up the following 20 sites on the list.
Yahoo! Sites had 181.2 million visitors, followed by Google Sites with 179.3 million and Microsoft Sites with 177.0 million. Amazon Sites, with more than 91 million visitors, had its highest month of traffic on record from the holiday shopping surge, ranking number seven overall. It wasn’t all shopping online that month.
The Weather Channel and WeatherBug property both moved up the rankings in December, climbing six places and eight places, respectively. Winter blizzards and holiday travel likely prompted travelers and shoppers alike to check on the latest weather news.
Click to enlarge
According to comScore, although there is no mention of speakers of foreign languages in the United States, Google ads reached an estimated 93.3 percent of Americans online. Others with high reach on the list were Yahoo! Network Plus with an 86.6-percent reach, Yahoo! Sites with 85.5 percent and AOL Advertising with 85.0 percent. Amazon.com had a 36.0-percent reach.
Although the comScore data did not include information for demographic groups, a Pew Hispanic Center survey released earlier this month indicates Latinos may be less likely than whites to access the internet, have a home broadband connection or own a cell phone. The Pew researchers concluded that in 2010, 65 percent of Hispanic and 66 percent of black adults went online while 77 percent of white adults did so. Among those surveyed by Pew regarding broadband use at home, 45 of Latinos respondents said they have it, 65 percent of whites and 52 percent of blacks who answered the questions said they have broadband access at home.
