Posted by Elena del Valle on February 18, 2009
Click on image to enlarge
Although the economic recession is impacting everyone, it seems Latino immigrants, blacks and native-born Hispanics have been more severely affected than the rest of the population. While blacks are the only group with an unemployment rate in the double digits, 11.5 percent; in the fourth quarter of 2008, 9.5 percent of U.S.-born Hispanics were unemployed.
From the last quarter of 2007 to the last quarter of 2008, unemployment in general market increased 2 percentage points, from 4.6 percent to 6.6 percent. The unemployment rate for foreign born Latinos rose by 2.9 percentage points (from 5.1 percent to 8 percent) for the same period.
At the same time, the number of employed immigrant Latinos of working age dropped 2.8 percentage points from the last quarter of 2007 to the last quarter of 2008 (from 67.5 percent to 64.7 percent); compared to a 1.6 percentage point drop in the employment rate among the general working age population (from 63.2 percent to 61.6 percent).
These are the conclusions of Rakesh Kochhar, associate director for Research, Pew Hispanic Center in an article published last week, Unemployment Rises Sharply Among Latino Immigrants in 2008. He relied on data from the Current Population Survey, a monthly survey of 55,000 households conducted jointly by the Bureau of Labor Statistics and the Census Bureau.
The Pew Hispanic Center, a nonpartisan research organization, is dedicated to improving public understanding of the Hispanic population in the United States and to chronicle Latinos’ growing impact on the nation. It does not take positions on policy issues.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on October 21, 2008
Jose Pinero, director of Multicultural Marketing, Microsoft
Photo: Microsoft Corp., BIC
Relying on a 2002 U.S. Census Bureau study that indicates that close to 70 percent of all Hispanic-owned businesses make less than $50,000 a year in gross sales and close to 70 percent have fewer than four employees; Microsoft Corp. recently announced a two year sponsorship of the National Hispanic Business Information Clearinghouse (BIC) to promote opportunities for Hispanic entrepreneurs and businesses in the United States through the use of technology.
In addition to monetary support Microsoft will also provide content and software solutions for Hispanic entrepreneurs visiting the BIC Technology website. Microsoft promises a host of software and information specifically targeting Hispanic business owners.
According to the Small Business Administration Office of Advocacy, nearly one-third of all Hispanic-owned businesses fail to survive four years. Microsoft executives hope to affect the statistics by supplying technology support.
Microsoft teamed with BIC as the founding technology partner of an online initiative for Hispanic business owners and entrepreneurs. A spokesperson for Microsoft indicated the company’s executives expect the program will “assist thousands of Hispanic entrepreneurs.”
“Technology is a critical tool that will help Latinos advance in both their life and career,” said Jose Pinero, director of Multicultural Marketing, Microsoft. “At Microsoft we are very excited to provide content for the BIC’s technology section and empower Latinos to succeed in their business enterprises.”
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The millions of Latinos online
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Sal Gomez, founder and CEO, BIC
“The BIC is a unique, multilingual Web site that provides Latino entrepreneurs and small-business owners with top-rated business resources,” said Sal Gomez, founder and chief executive officer of BIC. “At nhbic.org, you will find a wealth of information on starting, marketing and managing your business, as well as local resources and training to help you succeed.”
The BIC website is a free, bilingual online service for entrepreneurs, offering business solutions in English and Spanish about technology, business articles, videos, templates, tools and resources, small business search engine, demographic reports, and including geographically based content.
National Hispanic Business Information Clearinghouse, a not-for-profit organization, launched its bilingual website in 2007 to provide information to Hispanics starting or expanding a business. Its purpose is to empower new and established entrepreneurs, build wealth in the Latino community, and boost Hispanic contributions to the U.S. economy.
BIC’s lead corporate sponsor is Western Union, to date contributing $2 million through its “Our World, Our Family” global economic opportunities program. BIC is also funded by a $3.3 million grant from the U.S. Department of Labor. Founded in 1975, Microsoft is a leader in business software and services.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on October 7, 2008
Luis Martinez, CEO, Punto Rojo Sports Marketing Group
Photo: Punto Rojo Sports Marketing Group
Punto Rojo Sports Marketing Group, a Hispanic market agency, and the Arsenal Football Club (Arsenal F.C.), an English professional soccer club, recently partnered to explore brand opportunities for the team within the United States Hispanic market.
As part of the agreement, the companies will target Hispanic soccer fans with an experiential tour and museum launching in Los Angeles and other markets. A 24 foot custom built vehicle filled with memorabilia is expected to tour Southern California in 2009 and New York, Chicago, Florida and Texas the following year. It will have glass walls and a lighted display and be manned by bilingual staff.
“Reaching out to the Hispanic market is an important step for the global branding of Arsenal,” said Angus Kinnear, head of marketing for Arsenal FC. “As the point of entry for Arsenal in the U.S., it will be a key component to the success of the Arsenal Experience in the U.S.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
There are also plans to organize as many as 40 retail events at a 20 foot mobile enclosed pop up temperature controlled dome. To reach young fans and families marketers envision a Youth Academy with a health and fitness theme. Former Arsenal FC players and coaches and local community coaches will staff academy activities. Organizers hope to reach 1.5 million Latino soccer fans with these programs.
According to a Punto Rojo spokesperson, although radio is being considered the promotional buy will likely be almost entirely television. Punto Rojo is negotiating on behalf of Arsenal with two major satellite TV companies for the broadcast rights.
Promotional materials mention three of the team players as having a Latino connection. They are: Mexican Carlos Vela, an Arsenal striker; as well as Spaniards Cesc Fabregas, a Midfielder, and Manuel Alumnia, a goalkeeper. To enhance their efforts and reach Latinos online the companies are planning an Arsenal website to capture new Latino fans. Participants who attend the tour will be invited to register on-site as a way to track attendance and a measure of acquisitions to the mobile experience.
“U.S. Hispanic sports fans are eager to experience soccer at a global level,” said Luis Martinez, president of the Punto Rojo Sports Marketing Group. “The Hispanic market has no borders when it comes to its economic and marketing potential, and Arsenal F.C. is creating a strategic opportunity to access these consumers.”
The Punto Rojo Sports Marketing Group is a division of Punto Rojo Communications, an independent Hispanic marketing and advertising consultancy in Los Angeles and London. The Punto Rojo Sports Marketing Group is affiliated with The Sports Consultancy, an independently owned full service sports marketing agency based in London.
The Arsenal Football Club is a Premier League soccer team based in Holloway, North London. Since its founding in 1886, it has won thirteen First Division and Premier League titles and ten FA Cups, and holds the record for the longest uninterrupted period in the English top flight.
Arsenal FC is one of the most financially successful soccer clubs in English soccer and was valued at over £600 million in 2008. It is owned by domestic and international shareholders including its board of directors who own almost 60 percent of the team.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on September 29, 2008
Julio Stieffel, director, BuscAbogados.com
Photo: BuscAbogados.com
A podcast interview with Julio Stieffel, director, BuscAbogados.com is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Julio discusses the new website with Elena del Valle, host of the HispanicMPR.com podcast.
Julio founded Americas Rep International, an international consulting firm specializing in the Latin American market. He graduated from the University of Miami with a degree in Inter-American Studies. Julio brings nearly 30 years of international sales and marketing intelligence and experience to the BuscAbogados.com team.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Julio Stieffel,” click on the play button below or download the MP3 file 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 September 2008 section of the podcast archive.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on September 11, 2008
Ernie Allen, president and CEO, NCMEC
Photo: National Center for Missing & Exploited Children
In an effort to reach Spanish dominant communities with a strong online presence, the NetSmartz Teens website NSTeens.org, an Internet safety resource of the National Center for Missing & Exploited Children (NCMEC) with funding support from Sprint, recently added Spanish language information to the site’s online materials.
Project leaders relied on research from the Pew Internet and American Life Project that indicates 76 percent of bilingual Latinos and 32 percent of Spanish-dominant Latinos use the Internet. The new Spanish translations are designed to reach this audience with online safety resources using Web comics, animated videos and activity cards.
The website, created by staff at NCMEC’s NetSmartz Workshop, was designed to educate tech oriented youth about the potential risks they may encounter online and the importance of following safe behavior on the Internet. Now in its second year, the program’s online resources pages target tweens (youth ages eight to 12), their parents, guardians and educators with information about cyberbullying and social networking.
“We know that talking about the potential risks our children face online can be difficult for everyone, but education is critical to all of our online safety efforts,” said Ernie Allen, president and chief executive officer, NCMEC. “No audience should be overlooked, and we are grateful to Sprint for sharing our commitment to reaching as many people as possible with tools they can use to make their families safer.”
To promote the Spanish language content the National Center for Missing and Exploited Children is planning an online outreach campaign targeted at various websites and parenting publications with banner ads in Spanish directed at children and parents. Additionally, Sprint plans to reach out to local Hispanic Chambers of Commerce of which the company is a member requesting that the organizations notify their members about the availability of the Spanish language information.
Sprint committed $395,000 for the second year of its partnership with NCMEC. The funds are earmarked to enhance the project and develop new content. According to promotional materials, all existing content is available in Spanish in the En Español section of the website. Organizers also plan future content in the coming months in Spanish and English on some of the potential future consequences of online actions and the issues associated with online gaming.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
“We are so pleased to be continuing our partnership with NCMEC to fund NSTeens, particularly now that we’re able to bring these materials to an even wider audience,” said Debby Ballard, director of Community Relations for Sprint. “At Sprint, we’re committed to finding ways that we can all work together to provide the best opportunities for our children. The Internet is an important tool from which many youth can benefit but it’s also a tool that’s seeing an increasing number of dangers. NSTeens.org gives our children the information they need to start making smarter choices online and in the real word, in ways that are both fun and meaningful for them.”
NSTeens.org is part of Sprint’s 4NetSafetySM program which offers online safety information for children, especially tweens, as well as teachers, parents, guardians and other adults. Sprint Project Connect provides all 4NetSafety funding. Sprint Project Connect is Sprint’s phone recycling program which accepts wireless phones and accessories of any make and model, and from any carrier.
The National Center for Missing & Exploited Children is a 501(c)(3) nonprofit organization. Since it was established by Congress in 1984, the organization’s toll-free 24-hour national missing children’s hotline has handled more than 2.3 million calls. It has assisted law enforcement in the recovery of more than 128,750 children. The organization’s CyberTipline has handled more than 600,000 reports of child sexual exploitation and its Child Victim Identification Program has reviewed and analyzed more than 14,750,000 child pornography images and videos.
Sprint Nextel offers wireless and wireline communications services to consumers, businesses and government users. Sprint Nextel has two wireless networks serving nearly 52 million customers at the end of the second quarter 2008; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on August 28, 2008
Daphne Leroy, vice president, Marketing and Communications, NAMIC
Photo: NAMIC
The National Association for Multi-ethnicity in Communications (NAMIC) has selected the winners of this year’s Excellence In Multi-Cultural Marketing Awards (EMMA). Forty-seven awards will be presented September 15, 2008 at a special session of the 22nd Annual NAMIC Conference, Diversity: Pipeline to Innovation in New York City.
The selection was made, from an undisclosed number of submissions, by 29 judges including representatives from MIO.TV, Telemundo, TV One, Latin2Latin, TBS, TCM & TNT, OlumpuSat, The Gilmore Group, OlumpuSat, Ibis Communications and TuTv.
First established as the NAMIC Excellence Awards in 1992 to recognize marketing and public affairs initiatives targeting multi-ethnic consumers, the competition was renamed Excellence in Multicultural Marketing Awards and expanded to include case studies in 2004.
“The buying power of ethnic consumers has greater impact year over year,” said Daphne Leroy, vice president, Marketing and Communications, NAMIC. “We are proud to raise awareness of the outstanding efforts put forth by the NAMIC EMMA winners to reach multi-ethnic communities, which are critical to the viability of our industry.”
There are two award categories: case studies/campaigns and marketing tactics. Entries in each category are judged within two divisions: companies/distributors and networks/industry suppliers. This year’s awards were sponsored by ESPN Deportes and presented in conjunction with CableFAX Daily, the competition’s exclusive media partner.
Cox Communications and Rogers Cable Communications each received three first-place wins to lead first-place honorees in the cable companies/distributors division. Comcast earned two first-place honors while Time Warner Cable finished first-place in a single category.
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
TBS led all networks/industry suppliers with five first-place awards. TV One earned multiple honors, including two first-place wins. Networks earning a single first-place win include: International Networks and Si TV. Discovery Networks U.S. Hispanic Group took first place honors in the newly added “Diversity Awareness” category. Additional winners within the networks/industry suppliers group include: Ameredia, Inc., BET, Home Box Office, Inc., MTV, mun2, Showtime Networks Inc, iSorpresa!, TuTv, Univision Communications Inc., and VH1.
The competition is the work of NAMIC’s Multi-Cultural Marketing Committee, a consortium of industry multi-cultural marketing representatives. To be eligible, campaigns must be developed for the cable and telecommunications industry with the goal of targeting one or more cultural segments in the the African American, Asian and Hispanic markets.
Entries were evaluated on sound and innovative strategy, strength of creative execution against the strategy and evaluation of results. The competition deviates from the traditional “best of” competition method; instead each entry was judged against a standard of excellence and not against other entrants.
National Association for Multi-ethnicity in Communications (NAMIC ) is an organization dedicated to multi-ethnic diversity in the communications industry. Founded in 1980 as a non-profit trade association, NAMIC has 2,000 professionals in 17 chapters nationwide.
The organization has initiatives that focus on education, advocacy and empowerment, to champion equity and inclusion in the workforce, with special attention to ensuring that the leadership cadres of our nation’s communications industry giants reflect the multi-ethnic richness of the populations they serve.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
Posted by Elena del Valle on August 25, 2008
Sandra G. Susino, independent affiliate partner (former director of Business Development), Neighborhood America
Photo: Sandra G. Susino
A podcast interview with Sandra G. Susino, independent affiliate partner (former director of Business Development), Neighborhood America is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses business benefits of mobile marketing and online social networking with Elena del Valle, host of the HispanicMPR.com podcast.
Prior to joining Neighborhood America, Sandra was director of Business Development for a company that was acquired by Microsoft. She was also a consultant and manager at IBM, as well as at Deloitte’s Media and Entertainment Group.
A former Fulbright scholar, Sandra earned an undergraduate degree from Princeton, a Masters in Computer Science from Stanford, and business certifications from Harvard. Sandra is originally from New York City.
Neighborhood America is technology provider of online enterprise social networking and mobile phone marketing solutions. Neighborhood America clients include Adidas, HGTV/Scripps Network, Kodak, ABC, FoxNews, and Nexxus.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Sandra Susino,” click on the play button below or download the MP3 file 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 it to disk. The podcast will remain listed in the August 2008 section of the podcast archive.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on August 11, 2008
Rayroq Acosta, chief executive officer and president, Wu-Tang Latino
Photo: Wu-Tang Latino
A podcast featuring an interview with Rayroq Acosta, chief executive officer and president, Wu-Tang Latino is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses urban Latino music with Elena del Valle, host of the HispanicMPR.com podcast.
Rayroq strives to innovate the ways Urban Latinos do business, promote and market their products. He co-launched and marketed Latinflava, a television show which evolved into a website. He also helped establish and build a non-traditional distribution and marketing system at United Box Office (UBO).
A native of the Dominican Republic, Rayroq arrived in Washington Heights, New York City with his family when he was three years old. It was in his neighborhood that he was introduced to hip hop, the music that would change his life. After graduating with a masters degree in design and marketing from the New York Institute of Technology (NYIT), Rayroq started working in the music and fashion industry.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
Influenced by hip hop artists Run DMC, Kool Moe Dee and LL Cool J, Rayroq started a career in marketing and creative consulting. He co-owned Designey Inc., a design and marketing firm in New York City that provided logos, images and marketing for companies like Sony, Epic, Wu-tang, Rocawear, LL Cool J, Razorsharp Records, Wu-wear, Avirex, Disney, A&E, History Channel, Loud Records, SRC, Persaud Brothers, Sprite and Adidas.
As a result of the rapid growth of Latinflava, Rayroq was named senior vice president of Marketing and Latin Music at UBO; he also assisted in the building of the company’s non-traditional distribution and Freedom Girls marketing system. Rayroq and a long-time friend, Rza, member of the original Wu-Tang Clan, created Wu-Tang Latino, a new record label they hope will become the Def Jam of Latin hip hip and Reggaeton.He has served as liaison between rival Latino and African-American gangs to lessen gang violence and crimes. He is co-founder of the United AIDS Foundation, a non-profit organization that raises money for AIDS research.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rayroq Acosta,” click on the play button below or download the MP3 file 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 it to disk. The podcast will remain listed in the August 2008 section of the podcast archive.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on May 12, 2008
Backdrop album cover
Photos, video, song: SGM Records
Oakland, California resident David Privat-Gilman, known by his artistic name David P-G, has taken the first step in the professional music business at a young age. SGM Records signed him up at 17 and now his first electronic-techno album, Backdrop, is available for the whole word to purchase. An American-Peruvian, David P-G composed, produced and promoted his first album while he was a senior in high school. Scroll down to watch Glenbrook music video and listen to Glenbrook from the Backdrop album.
David P-G producer and composer
“I very much enjoyed it. I spent hours each day working on songs because I got hooked on it,” said David P-G, who was influenced by varied music genres and incorporates different styles in his music, from hip-hip to techno.
David P-G
He composed the music, arranged the songs, produced and designed his album cover with his drawings and photographs. His first single Glenbrook and 12 other tracks are on sale at iTunes.com. David P-G plans to promote his music in the San Francisco Bay area and in his hometown.
Many of his songs were made in his early teens and he continues to pursue music as he enters college. SGM Records, a record label and production company, conducts digital video production specializing in music videos, TV commercials and public service announcements.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Click on the play button to listen to Glenbrook from the Backdrop album
Posted by Elena del Valle on April 30, 2008
Click on image to enlarge
Photo: SBS, MySpace Latino
In an effort to extend their reach MySpace Latino and Spanish Broadcasting System (SBS) television and radio properties are partnering to launch a creative campaign they hope will draw one million Spanish speaking Hispanics to MySpace Latino. Plans are to promote “Queremos Un Millón de Amigos” (“We Want a Million Friends”), as the project has been dubbed by marketing staff, on SBS television and radio stations and their websites.
MySpace Latino will provide community, video, instant messaging (IM) platforms and hosting capabilities to SBS, while promoting SBS shows and artists on MySpace Latino. MySpace Latino is expected to add direct links to some SBS shows which company executives hope will create lasting online relationships with its audience.
The Entérate community will be included in the partnership between SBS and MySpace Latino, allowing MySpace Latino users access to entertainment news, fashion, videos, and interviews through LaMusica.com, the SBS portal. The day we visited the website it listed 526 friends.
Cynthia Hudson Fernandez, CCO and EVP, SBS
“This strategic alliance will continue to strengthen our online presence and enhance the user experience of our growing audience,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president for SBS and managing director of Mega TV and SBS Interactive. “We believe that this exciting partnership will help us to better integrate our media properties, enabling us to interact even more with our audience and fans.”
Victor Kong, VP and managing director, MySpace Latino
“Once a week, ‘Especiales MySpace’ or ‘Musica Channel’ will feature SBS shows, artists and DJs”, said Victor Kong, vice president and managing director MySpace Latino. “The show, artist or DJ being featured in MySpace will also have a profile within the site so users can add them to their friends list and be kept up to date with all that’s happening. We’re confident that this interaction will help to drive users to the respective show on the radio and on Mega TV.”
“MySpace Latino will create show specials where users can interact with Mega TV’s talents and personalities through posting comments and questions on their profiles that will be answered either online or on the show. MySpace Latino will also offer users the chance to participate in different contests and know in advance the different topics that will be presented on SBS‘ TV and radio shows.”
MySpace Latino is a Spanish language website designed for Hispanics. Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates Mega TV in Miami as well as 20 radio stations in New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
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