A TOP 20 FORBES MOST PROMISING COMPANY TARGETS HISPANICS

March 28, 2012 by Jessica Marie Gutierrez 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

uSamp Announces Specialty Hispanic Panel for Gaining Consumer Insights

uSamp, a leader in providing targeted audiences for global consumer insights, today introduced its proprietary Hispanic panel. The new panel debuts with more than 100,0000 members — the result of creative and effective recruitment efforts — and complements uSamp’s global panel of some 7.5 million respondents. The company made the announcement at Re:think 2012, the Advertising Research Foundation’s Annual Convention and Insights Zone, here through March 28.

The Hispanic population of the United States now exceeds 50 million — roughly 16 percent of all Americans, according to Census Bureau figures — and is projected to have a purchasing power of $1.8 trillion within five years.

“We recognized opportunities in the Hispanic market early on,” said Gregg Lavin, uSamp co-founder and President. “We’ve anticipated the demand, and have carefully built our Hispanic panel to deliver actionable insights to businesses that want to compete successfully in that market. We work continuously to be able to deliver segmented audiences to meet our clients’ needs.”

In developing its Hispanic panel, uSamp studied media consumption trends in the Hispanic market, to determine where panelists are located and how best to reach them via both traditional and new media channels. According to Vivian Acosta, Senior Manager, Multicultural Insights, at uSamp, “Using a variety of rigorous recruitment strategies, we provide the highest quality — and most truly representative — U.S. Hispanic populations for our clients. We enlist national media, online, mobile, social media channels and partnerships to ensure the highest quality and large, representative sample.

“Our business runs on being able to identify and optimize niche markets,” Acosta said. “For example, the distinction between acculturated Hispanics, who are largely assimilated, and unacculturated Hispanics is recognized as an increasingly important demographic variable, on par with such factors as age, occupation and location.

“By building and managing our own proprietary rewards engine, uSamp efficiently ensures that our panelists have the best experience,” she added. Panel members have the option to fully customize their account, specifying language preference and email invitation frequency, and can begin the registration process from their mobile devices.

photo source: Forbes

uSamp (uSamp.com), the Answer Network, is a premier provider of technology and survey respondents used to obtain consumer and business insights. uSamp’s solutions and SaaS platform transform the way companies gain intelligence to make better, faster decisions about their products and services by tapping into uSamp’s 7.5 million global panel of survey respondents. Through uSamp’s proprietary technologies for self-serve survey authoring, self-survey sampling, and private-label panel management, companies have on-demand access to millions of profiled survey respondents. uSamp is based in Los Angeles, with five offices throughout the United States, Europe and India. The company has more than 185 team members worldwide, led by serial entrepreneurs Matt Dusig and Gregg Lavin. uSamp ranked #11 in the 2011 Forbes America’s Most Promising Company List, was named one of the fastest growing private companies in Los Angeles by the San Fernando Valley Business Journal and one of the best places to work in Los Angeles by the Los Angeles Business Journal.

For more information, please visit www.uSamp.com/panels

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HOW TO BEGIN MARKETING TO HISPANICS

March 28, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Hispanic Consumer Research: A Beginner’s Guide to Spotting and Seizing Opportunity

THE MANDATE

It is a very common situation – marketers who had never gotten around to establishing a specialized Hispanic program are suddenly faced with a corporate mandate – “Go after the Hispanic market!” Other companies and brands are clearly benefiting from having done so and may appear to be very far down this road – but you are just taking your first steps.

DON’T BE DISCOURAGED

There’s no need to be intimidated; in fact, by starting now you can benefit from the best practices established by others and avoid the pitfalls (and the bumps and bruises) they encountered.

Before you get going, you need to do your homework – to understand what you should do, could do and need to avoid at all costs. Most advertisers begin with research, both internal and with a partner who intimately understands the Hispanic market. You can be wiser than those who may appear to be further along by relying on expert research that has much more refined tools and methods – that recognizes that the “Hispanic market” is heterogeneous and ever-changing.

Syndicated data has its place in this process, yet often falls short by having no Hispanic data view. To properly identify the Hispanic opportunities for your products in your categories, you need to develop a tailored program – one that reflects both your needs and your budget.

Of course, there is no one singular way to go about this process of discovery – but here is a general guide, based on years of experience with clients in dozens of CPG categories.

SECONDARY COMES FIRST

Start with some secondary research to quantify basic information about your company categories, to see which are the lowest hanging fruit – the ones in which Hispanics over-index. For this you would use shopper data or syndicated studies that show market activity and incidence levels by market (and ethnicity).

There may, however, be bigger opportunities in categories in which Hispanics under-index; here you can examine why there is a lack of interest, possibly “introduce” the category, present your brand as the solution, and own it. But tougher categories are best taken on when you have a better idea of what you are doing; it’s best to start with the simplest tasks.

To make this effort more than an activity you need a filter. The bottom line is to ask yourself the following questions as you examine the secondary data:

What are my objectives in targeting the Hispanic population?
What can I learn from competitive brands that target Hispanics?
What has my company done that has succeeded or failed?
What holes in my discovery need to be filled with custom research in order to have a solid strategy and activate tactics?

WHERE CONSULTANTS AND AGENCIES FIT IN

At some point, if it has not been done already, the group will consider hiring an ad agency and/or a strategic consultant that specializes in the multi-cultural or Hispanic-specific market. This can be done at any point, but the strategic consultant is often brought in to lead the secondary data search. An ad agency typically comes on board after the secondary research phase but before the start of custom research; this way, the agency can be part of the learning and benefit from the insights and consumer input (as well as contribute to the process from their own unique perspective).

Because hiring an ad agency can be a long and involved process, this is sometimes done after the client has figured out what categories, brands and products they will be focusing on. The client might pick a very different agency depending on their starting point, as they will be looking for teams with certain types of experience. At the very least, sub-optimally, the agency people can then be exposed to the video tapes and transcripts of the earlier qual work.

CUSTOM RESEARCH STARTS WITH QUALITATIVE

Most companies start with exploratory qualitative, just to get the lay of the land. Likely areas to explore include:

key issues
views of the competitive set
category drivers for Hispanics
usage occasions for the category and brands
histories with the category and brands in Latin America

If you have the budget and need to find out more based on the qual results, you may want to consider ethnographic research – shop-alongs, home visits, groups of “comadres” or “compadres” who will gather at someone’s home and talk informally or go out together to partake in the retail experience.

GETTING QUANTITATIVE

photo source: courtesy of the Little in the Middle denim brand. The leader in denim for Latinos. http://www.littleinthemiddle.com

Your quantitative research path will depend on your objectives in targeting the Hispanic population. For instance: Are you targeting within the existing brand portfolio? Are you thinking about a separate ad campaign, with or without specific in-store activation? Or, are you launching a new brand? With quantitative research, you can test the hypotheses that well-executed secondary and qual has developed.

Many clients simply start with an Attitude and Usage study to quantify the opportunities raised in the qual and ethnographic work, and to get a clear idea of where an existing brand is positioned in the market. Yet, an A&U could fall very short of providing the information you need if you are talking about messages and/or new product launches. For these, you need to undertake more comprehensive research.

With a solid A&U in your pocket, you can confidently pick a category to start with, a brand to focus on, make projections for ROI, establish budgets – and really get going. You can also use the A&U as a benchmark wave for any future tracking or brand health monitoring.

MORE CUSTOM RESEARCH AS NEEDED

Clients often try to simply adapt their general market strategy to the Hispanic market. This can be problematic, as needs/priorities can be very different among Hispanics – especially when the issue is messaging and ad creative.

This is why, as part of the ad development process, clients will often commission more Hispanic-focused quant research to test the positioning concepts or messaging before picking one to be produced. The client may then set up some test markets (and a control or two) to monitor the progress for the brand and the quality of the campaign. After two or three waves of a pre/post tracker, the client can decide to go national with the effort or to roll out regional approaches if deemed best for the category.

After a campaign has proven its potential, other elements are added, such as in-store promotions and co-op marketing like store flyers, events, online, and promotions – all of which can and should be researched prior to launch.

MATURITY ENSUES

As the effort matures, additional categories can be tackled, and ultimately you reach the holy grail of marketing to Hispanics – marketing not just your products, but your Master Brand. This is one of the more effective ways of building a deep, abiding relationship with Hispanic consumers, one based on confidence that the brand will be there for them.

Eventually, doing solid Hispanic research and marketing will become a standard part of every company’s everyday business. You will have integrated your Hispanic effort into your mainstream campaigns, so it will be seamless and synergistic. For the moment, however, adoption of Hispanic marketing into the mainstream is inconsistent – which means that untapped opportunities still abound; so don’t feel bad you’re getting a late jump. Start the process of finding your Hispanic-market-fueled profit growth today!

ALLSTATE: ON TOP 25 LIST OF HISPANIC ADVERTISERS AND ITS “PROTECTION IN SOCCER”

March 27, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Allstate Corp. is not only one of the nation’s top 25 largest advertisers in Hispanic media, according to Advertising Age’s, Hispanic Fact Pack 2011. The insurer has also joined the “Best-in-class” group of companies for allocating over 14.2 percent of its marketing budget in Hispanic Media, per a comprehensive study conducted by Santiago Solutions Group and released by the Association of Hispanic Advertising Agencies (AHAA.)

For the past two years, Allstate has been the presenting sponsor of Sueño MLS, a nationally televised search for the best undiscovered soccer talent in the U.S. Now on its sixth year, the program allows soccer enthusiasts to participate in a national competition that is chronicled every week on Univision Network’s República Deportiva.

Karen Uhler, Allstate Marketing Director of Sponsorships, responded a few questions via email from Portada. An edited excerpt follows.

Portada: How did Allstate’s sponsorship come about?

Karen Uhler: Sueño MLS is now on its sixth year and Allstate has been the presenting sponsor for the past two years. This year, we have added a unique element to the competition with the search of the best youth goalkeeper to win the “Good Hands” award – El Portero Allstate. Allstate has supported soccer fans for six years through the Mexican National Soccer team partnership and supporting Sueño MLS is an extension of our commitment to soccer fans.

P: Why is this program important for an advertiser like Allstate?

KU: At Allstate, we celebrate protection in soccer – and in everyday life – and we’re committed to bringing sports fans closer to the game they love through this initiative. For us it is a perfect fit.

P: Besides soccer and the MLS program, how does Allstate market to US Hispanics?

KU: Allstate recognized the importance of the U.S. Hispanic population early on, and has stayed on top of Hispanic consumer trends and population growth patterns. The company is the official insurance sponsor of the Mexican National Team, as well as Major League Soccer (MLS), and U.S. Men’s and Women’s soccer teams. Allstate also supports New Futuro, an organization that provides free bilingual higher education resources to Hispanic families in their local communities.

P: How important is the U.S. Hispanic market to a company like Allstate?

KU: I would say approximately 30% of our agencies serve customers who are Spanish-preferred. Allstate Agencies are located in communities across the country and serve consumers of all backgrounds based on their preferences. We offer them the opportunity to talk to a live Allstate representative in Spanish 24 hours a day, 7 days a week. Customers can also find information on our products and services on a dedicated, Spanish-language website, miallstate.com, which is not just a translation of allstate.com but was developed based on research and input from Hispanic consumers.

P: What would you say is the most challenging part of marketing insurance to US Hispanics? Is it very different from the messaging to the general market?

KU: Marketing to Hispanics has to go beyond language; it is about needs and expectations. We care about what is important to consumers and develop our products and services with that in mind. We look specifically at how to protect what they have worked so hard for and built for a better future. That is why consumers see our Allstate message wherever they are – in magazines and newspapers, on television, online, on the radio, as they drive – and even through our sports sponsorships like soccer, football, the U.S. Olympic Team, basketball and community sponsorships, like New Futuro.

P: Last year Allstate launched an online awards show featuring some memorable moments on Telemundo telenovelas, how did that go? Is Allstate working on something similar this year?
KU: We had a lot of fun working with Telemundo last year with the “Allstate Presents Premios Telemundo Novelas” and Allstate’s Best Mala Suerte (Bad Luck) moment. This year the Premios Telemundo are moving to a national TV broadcast, and we are looking forward to continuing the momentum we built with Telemundo in 2011. Stay tuned.

P: How do you work with your agencies? Do you have a Hispanic agency for creative? Which one for media planning/buying?
KU: Allstate works with its agencies as partners and together we contribute to a common goal: engage the consumer. Lápiz is our creative agency for U.S. Hispanic and Tapestry is our media planning/buying agency.

LIGHTS, CAMERA, ACTION: CALLING FOR “LIGHT SKINNED HISPANICS”

March 24, 2012 by Jessica Marie Gutierrez 3 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Casting call asking for “Caucasian or light skinned Hispanic” extras in New Mexico’s tourism campaign. (On Location Casting, Facebook Inc. / March 23, 2012)

New Mexico was planning to celebrate its statehood centennial by inviting tourists to come experience the state’s rich culture, take in its extraordinary views and have epic outdoor adventures.

But the Land of Enchantment‘s promotion hit a snag, raising questions about who exactly is being represented in the celebration — and reviving historical insecurities.

It all started when the New Mexico Department of Tourism began planning a $2-million marketing campaign to attract outsiders to the state, which had observed its statehood centennial Jan. 6.

The department had learned that the state ranked 38th in a poll ranking tourists’ preferred destinations — and wanted to do something about that.

“We really want to move that needle up,” said Veronica Valencia, director of marketing and communications for the department.

Focus groups in Chicago and Los Angeles assessed the public’s perception of New Mexico, and “the feedback was that it was a dry, barren wasteland with nothing to do,” Valencia said. “So [the state] set on a course to change this misconception.”

Austin, Texas-based marketing agency Vendor Inc. was hired in January to handle the campaign, titled “Adventures Steeped in Rich Culture.” The agency soon contracted with On Location Casting to assign roles in the ad, which was to be filmed in March.

Soon a casting call went out on Facebook seeking “Caucasian or light-skinned Hispanic” people.

The specificity of that call has caused quite a stir, prompting a critical editorial last week in the Santa Fe New Mexican and an even harsher reaction from the state’s Democratic Party chairman.

“Hearing that term brings to mind a vision of casting agents holding up paper bags next to people’s faces to ensure they can pass,” the New Mexican wrote. “We don’t know, of course, who made it into the shoot and how New Mexico will be presented to the world once the campaign is unveiled. But really, light-skinned only? What were they thinking?”

The request seemed ironically appropriate to at least one historian, who noted the territory’s long-ago efforts to attract more light-skinned residents.

“New Mexico’s population in the 1900 census was 70% Nuevomexicanos [today called Hispanic] and 7% American Indian. In the quest for statehood, each group followed many of their traditions in language, dress, religion… all of which alarmed a few hardcore opponents of statehood in the U.S. Congress,” David Holtby, a research scholar of regional studies at the University of New Mexico, wrote in an email to The Times.

Perhaps New Mexico could have been celebrating more than 100 years of statehood by now if it could have proved to Congress that a significant percentage of light-skinned people inhabited the area at the time.

Holtby added: “Now we have the newest ‘tourism message’ being revised to ‘lighten’ the color of people. This can be seen as an example of a throw-back to racial bias of a century ago.”

The hubbub, however, is all an unfortunate misconception, Valencia said.

“We were casting for the role of ‘tourist,’ ” she said. “It was never our intention to make any of this about race. It was more to focus on the experiences and adventures that someone could have in New Mexico rather than the background of the people having them.”

Valencia said the concept for the shoot came from a collaborative effort between the state, Vendor Inc. and On Location Casting, but the specific wording for the casting call was developed by people in the industry, she said.

Tina Kerr, a casting director for On Location Casting, said the request was filed by Vendor Inc. That company didn’t respond to repeated attempts for comment.

“We believe that people from all backgrounds visit New Mexico and it is not a place for any one type of visitor,” Valencia said.

The first ads will be launched April 16 in regional markets near New Mexico, and the state is developing more spots.

This time, Valencia said, industry standards will be shunned when casting the next adventurer.

LEARN A SECOND AND EVEN A THIRD LANGUAGE

March 24, 2012 by Jessica Marie Gutierrez 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

It’s Politics: Dual-Language immersion program

With the rise of the global economy, school districts across the nation and plenty within the San Gabriel Valley have adopted dual-language immersion programs. The idea is simple: teach children a foreign language when their brains are still developing. From what experts in language development tell us, those dual-language learners will not only learn a second language, but will demonstrate an even greater mastery of their native tongue.

And it’s no surprise which languages are most popular with parents who choose to enroll their children in dual-language programs: Spanish and Mandarin (Chinese). The Latino population in the U.S. exploded in the last 20 years and it shows little signs of shrinking. Meanwhile, China has lent us enough money that it wouldn’t surprise anyone if the Yuan replaces the dollar as the world’s reserve currency. But what about teaching the children a third language? One that will benefit them every election cycle.

How about we teach the kids Politician Pig Latin? We have all heard Politician Pig Latin, the language of buzzwords, jargon and ambiguous phrases which politicians use during stump speeches and press conferences. It’s a language riddle with multi-syllabic words which say absolutely nothing. You have heard some of the words: “stakeholders,” “partners” “outreach” and “community buy-in.” The standards English definitions of these words don’t apply when translated from politician Pig Latin.

For example, “Stakeholder” is voting citizen who gave to the winning official’s campaign. A “Partner” is a local business person, and a voter, who gave enough money that when he or she calls, the elected official might pick up the phone. “Outreach” is a Facebook page or website enabled with a PayPal account. “Community buy-in” roughly translates into a meeting with the public scheduled at a time when those opposing the politician’s plan can’t show up. In newsrooms, we have seen the press releases written completely in Politician Pig Latin:

“I have long championed the need to balance our budget and pay down our debt, and will continue to do so,” wrote one local lawmaker in recent a press release.

Huh? The part about a “balanced budget”, clear. The part about “paying down our debt” , got it. But championed … what? Did this elected win some belt or a sports title? Merriam Webster defines championed as someone who “protects or fights for, as a champion.” The second definition is one who acts as a “militant supporter” for a cause. I doubt our elected leaders are “militant” supporters of anything. But the direct translation of “championed” from Politician Pig Latin to English is “one who barks really loud on the floor of a legislative body to pass a law, but achieves little actual success.”

Politician Pig Latin is not the hardest language to learn, but with all the things people are tasked with during the day – working, paying bills, raising children and picking those kids up from roller hockey – who has the time to learn another language as an adult? And I have yet to see a class in Politician Pig Latin at a local community college. Maybe it’s time we start equipping our children with the skills to decipher what our elected leaders are actually talking about. They might even grow up to make informed choices.

A TOP 20 FORBES MOST PROMISING COMPANY TARGETS HISPANICS

uSamp Announces Specialty Hispanic Panel for Gaining Consumer Insights

HOW TO BEGIN MARKETING TO HISPANICS