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WHO ARE THE BIGGEST-SPENDING RETAILERS IN THE HISPANIC MARKET?

March 19, 2012 by 3 Comments

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

No one lives the “total market” — the term used to describe the blending of the general and multicultural markets — like Walmart.

Last month Gisel Ruiz was elevated to exec VP-chief operating officer at Walmart, and Rosalind G. “Roz” Brewer was named president-CEO of Sam’s Club, becoming the first woman and the first African-American to hold the CEO title at a Walmart unit. Ms. Brewer’s successor as president of one of Walmart’s three U.S. regions is Hispanic.

Walmart is also serious about diversity in its agencies, according to Steven Wolfe Pereira, who has a dual role as exec VP ofMediaVest and managing director of MV42, MediaVest’s multicultural unit on the retailer’s account. “Ten percent of all Walmarts are in Texas, 6% in Florida, 4% in Illinois and 5% in California,” said Mr. Pereira, emphasizing that one-quarter of the stores are in heavily Hispanic states.

Walmart still works with the first U.S. Hispanic agency it hired 17 years ago, Lopez Negrete Communications. The independent survived Walmart’s review, started in 2005, in which it fired all its general-market agencies.

Lopez Negrete gets not just a seat at the table, but a good one. Tony Rogers, Walmart’s senior VP-brand marketing and advertising, said at the Association of National Advertisers‘ multicultural marketing conference in November that the company planned to “blow up” its multicultural marketing budget, moving the money out of that silo and into the individual business units.

About 80 of Lopez Negrete’s 200 staffers are involved with the Walmart business, and one works out of its Bentonville, Ark., headquarters. The agency now deals more with individual category leads. Walmart’s Hispanic Center of Excellence functions primarily as a consultant, which shifts more of the responsibility for growing Walmart’s multicultural business to Lopez Negrete.

The agency, for example, plunged into the humorous “Every Cart Tells a Story” TV campaign developed by the Martin Agency, Walmart’s general-market shop. Spots always start with items at the checkout counter, then cuts to how they’re used at home. One item is always incongruous. Lopez Negrete’s “Tea Time” includes a tea pot, a princess dress, cookies — and mouthwash. At home, a little girl entertains her father with a tea party, until he realizes that she has filled the teapot with water from the toilet (hence the mouthwash).

There are subtly different general-market and Spanish-language spots. The dad in the former version is goofier; in the latter he has more interaction with the daughter. The mouthwash brand is Listerine in the English version, Scope for Hispanics.

Walmart is the biggest-spending retailer in the Hispanic market, and No. 15 among all advertisers in Spanish-language media, at $66.6 million in 2010, according to Ad Age’s Hispanic Fact Pack. Sears Holding Co., which includes Kmart and Sears, is No. 19 with $53.9 million spent in 2010, followed by Target Corp. at No. 27 with $40.3 million. Kohl’s spent $14.8 million.

Some of the discounters focus their efforts on collections with Latino celebrities. Kohl’s rolled out clothing lines with Jennifer Lopez and Marc Anthony last year. It also sponsors their TV show, “Q’Viva! The Chosen,” which airs on both Spanish-language Univision and Fox. 

Kmart is linking with Colombian-born Sofia Vergara of hit comedy “Modern Family.” Kmart launched Sofia Vergara lines of apparel, footwear, accessories and jewelry last fall, with TV and print ads in English and Spanish by PMH. A campaign featuring Ms. Vergara is expected midyear. “The general market and the multicultural market have merged,” said Mr. Stein. “She’s relevant to both.”

The four retailers aren’t big on Spanish-language websites or Facebook pages, although Kmart does have a Spanish-language web presence.

Kmart is continuing last year’s Kmart Latina Smart platform, built around a group of blogueras that has brought in more than 26,000 Facebook fans. And Sears Holding, which includes both Kmart and Sears, is a founding sponsor along with General Mills, General Motors‘ Chevy brand and Procter & Gamble of Mamas Latinas, a site for Hispanic moms started by CaféMom in late January and run by Lucia Ballas-Traynor, the former publisher of People en Español magazine. Kmart has built out a style and fashion area, and is running ads throughout the site for the Sofia Vergara collection and Kmart’s layaway program.

READ MORE: AD AGE

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HISPANIC HOMEBUYER MEGA MARKET IS EMERGING

March 12, 2012 by 7 Comments

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

Hispanic Real Estate Leaders Say Youth, Population Growth, Household Formation, High Desire, Labor Force Trend, to Make Latinos an Exponential Force in Housing

SAN DIEGO, Mar 12, 2012 (BUSINESS WIRE) — The era of the Hispanic homebuyer is upon us, according to the 2011 State of Hispanic Homeownership Report released this week by the National Association of Hispanic Real Estate Professionals (NAHREP). The 36-page document offers an analysis of data on the Hispanic homebuyer market and points to youth, birth rates, household formation, rising purchasing power, labor trends, educational achievements and desire as key indicators that will make Latinos a major purchase force in the first-time homebuyer market.

“Despite recent losses suffered by Hispanics during the housing crisis, young Latino families that were unaffected by foreclosure or lost home values are ready to enter the market,” said Carmen Mercado, president of the 20,000-member group. “When they do, they will have an exponential impact on housing sales.”

According to the report, demographic forces are aligning with Latinos poised to take center stage as a mega force in housing. Latinos filled 1.4 million or 60 percent of the 2.3 million jobs added to the economy in 2011, are expected to account for 40 percent of the estimated 12 million new households over the next 10 years, and their collective purchasing power is expected to jump 50 percent by 2016 — just four short years from now.

Hispanic homeownership grew by 288,000 units in the third quarter of 2011, accounting for more than half the total growth in owner-occupant homeownership in the United States. Hispanic real estate leaders maintain that while this is just a short-term indicator, it is an example of what’s to come as Latino echo boomers move from renting to homeownership. They also predict as Latinos start to buy en masse that total owner-occupant housing units purchased — not homeownership rate — will be the most outstanding metric of the group.

“In recent years, the headlines have focused on foreclosure and wealth losses in the Hispanic community. But the untold story is the growth, labor force participation, higher educational achievements and attitudes toward homeownership that are crystallizing into a trend with Latinos taking center stage as a mega force in housing,” added Mercado.

The report, which was written by former Housing Fellow, Researcher, Author & Watchdog Alejandro Becerra, asserts that due to a combination of forces Hispanics are poised to become a mega consumer force in housing:

— Population Driver: The Hispanic population expanded 3.5 times between 1980 and 2010. Since 1980, more than two in five (44 percent) persons added to the U.S. population have been Hispanic. From 2000 to 2009, Whites experienced 1.1 births for every 1.0 death, while Hispanics experienced 8.9 births for every death, implying a sizeable widening of the growth rates between the two major population groups. Hispanics were responsible for most of the overall population growth in the country over the past decade.

— Consumerism: The Hispanic market made up over 50 percent of real growth in the U.S. consumer economy from 2005 to 2008. During that time span, the $52 billion in new Hispanic spending outpaced the $40 billion in new spending by non-Hispanics, with Hispanic consumer spending increasing by 6.4 percent while non-Hispanic spending increased by only 2.9 percent.

— Labor Force: Latinos filled 1.4 million or 60 percent of the 2.3 million jobs added to the economy in 2011. Hispanics are expected to account for 74 percent of the growth in the nation’s labor force from 2010 to 2020.

— Mobility: Hispanics are mobile and willing to relocate where employment is available. Hispanics alone drove the population growth of Philadelphia, Phoenix, Indianapolis, Omaha, and Atlanta, and comprised the greatest component of population increases in San Antonio, Fort Worth, and El Paso, and Raleigh and Charlotte, North Carolina.

— Education: From 2009 to 2010, the number of Hispanic young adults enrolled in college grew by 349,000 (a remarkable increase of 24 percent), compared with a decrease of 320,000 among young non-Hispanic Whites. In 2010, 73 percent of young Hispanics completed high school, up from 60 percent in 2000, and 32 percent of young Hispanics were enrolled in college, up from 22 percent in 2000.

National housing surveys continue to demonstrate that Hispanics strongly aspire to become homeowners in spite of uncertainty over jobs and the general economy. In particular, surveys also show that almost two in three Hispanic renters maintain high aspirations for owning a home.

Hispanic real estate leaders assert that changes in the nation’s housing finance system must be made to accommodate the mega force of first-time homebuyers entering the market between now and 2020. This includes creating access to affordable, safe mortgage products and low-priced bank owned properties that meet financing standards, among other measures.

“New household growth will be substantially greater for Hispanics than for any other demographic group in the country,” said David Stevens, president of the Mortgage Banker’s Association. “The need to recognize the most critical variables in housing type, price range, affordability, and mortgage product terms will be critical for all housing stakeholders — from lenders and realtors to policy makers — in order to ensure that the homeownership needs of Hispanics and other Americans are met.”

The 2011 State of Hispanic Homeownership Report includes policy recommendations from Hispanic real estate leaders that are needed to accommodate new buyers. This includes: Improved access to affordable mortgage financing, no new taxes or increased fees on mortgages, increased supplier diversity, improved access to REO listings for owner-occupant buyers, sensible immigration reforms and continued financial education for mortgagees.

About NAHREP

The National Association of Hispanic Real Estate Professionals, a non-profit 501c6 trade association, is dedicated to increasing the homeownership rate among Latinos by educating and empowering the real estate professionals that serve them. Based in San Diego, NAHREP is the premier trade organization for Hispanics and has more than 20,000 members in 48 states and 50 affiliate chapters.

SOURCE: National Association of Hispanic Real Estate Professionals  A digital copy of the report is available for download at: http://nahrep.org/state-of-hispanic-homeownership.php

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WHICH CABLE CHANNEL RANKED NUMBER ONE AMONG HISPANICS IN THE U.S.?

March 11, 2012 by 1 Comment

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

Cine Mexico dominates Hispanic audiences in U.S.

Mexican-themed entertainment seems to have caught fire for U.S. Hispanic TV viewers. Cine Mexicano has entered 2012 ranked the No. 1 Hispanic channel on AT&T U-verse, according to the Rentrak household TV ratings, coming in ahead of ESPN DEPORTES.

“Cine Mexicano has consistently ranked among the top five Hispanic networks for the last 12 months according to Rentrak,” said Albert Estrada, SVP of marketing and business development at Olympusat, which controls a number of owned and operated Hispanic networks: Gran Cine, LaTele Novela, !Sorpresa! and CubaPlay in addition to Specialty Networks FUNimation Channel, Parables and Untamed Sports.. “This ranking underscores the fact that there is a strong market for highly targeted programming for the U.S. Hispanic market.”

Cine Mexicano, as its name suggests, offers original productions and contemporary Mexican films for Hispanics living in the U.S., focusing in on that country’s unique set of cultural themes. The Spanish-language channel features commercial-free offerings that include romance, dramas, comedy, rancheras, action and thrillers.

“By staying true to our core demographic and understanding its affection for Mexican-themed entertainment, Cine Mexicano has become very popular among Hispanics subscribing to multi-channel video services,” Estrada said.

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ARE HISPANICS A ‘GOLD MINE’ FOR MARKETERS?

March 7, 2012 by 1 Comment

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

The numbers from the U.S. Census dazzle.  One out of six residents of America is Hispanic. Over the past decade this group grew 43%.  By 2014, its purchasing power will reach more than $1.5 trillion.  Mmmmm, if you think about it they will eventually constitute the 10th largest economy in the world.  This should be a gold mine for marketers.  But, it isn’t, at least not yet.  Investors have to be cautious about companies gushing about the potential.  That might all it turns out to be – potential.

Who’s Tapping Into the Surging Hispanic Market?

The reality is that the Hispanic market is a tough nut to crack, at least for outsiders, that is those who aren’t Hispanic.  Too many marketers made that same wrong assumption in pitching the over-50 audience, which is really at least three very different segments. In addition, each generation of Hispanics brings its own changes, including in language abilities, preferences, and nuance.  As we know, a generational shift in our digital fast time can happen every few years or even sooner.

Trade publication MOBILE DEMYSTIFIED points out that Verizon (NYSE: VZ) Wireless hit a homerun with an ad during the Copa America.  It is written in “Spanglish,” a mash-up of Spanish and English. Verizon has been close enough to the customer to get this idiomatic way of speaking down cold.  Maybe that has plenty to do with why Verizon is the leader in wireless and can charge the highest fees.  Its stock price at 39 is very near the 52-week high.

As for Hispanic values, they’re as many-layered as they are with any group. The innate diversity of just about any culture becomes clear when someone is paying attention to what’s really going on in the culture, which is actually loosely connected clusters of subcultures.  Therefore, pitching to the supposed dominance of the family in Hispanic life could be off the money with large parts of the poulation. That’s because more and more are consumed business owners, including the women.

According to HispanTelligence, in the next six years, Hispanic-owned businesses in the US are expected to grow almost 42% to 4.3 million with total revenues of $539 billion. Being an entrepreneur pulls in the emotions and economic survival of many others. Therefore, marketers have to tap into the broad-based drive to make it in America.

So, how can companies understand this multi-faceted Hispanic market? One approach has been to become an insider.  Here are some examples of that:

Providing Opportunity

Way back when IBM (NYSE: IBM) was expanding its reach around the world it developed a new model.  It knew that to succeed it had to become an insider.  It did that by creating economic opportunity for the natives of the nations in which it was establishing businesses.  Not only did IBM provide good jobs but it also developed the residents for positions of top leadership.  Eventually, the country manager was a native.  An added goody was that the IBM brand became the symbol of global good corporate citizenship.  AT&T (NYSE:T) is mirroring that pattern, only domestically. About 12% of its workforce is Hispanic, with a number reaching the top such as Chief Executive Officer and President of its Mobility and Consumer Markets Ralph de la Vega.  Almost 19% of its purchases are from minority vendors.

Finding the Right Dance Partner  

There’s the age-old business question whether to grow a business internally or graft on another company’s successful enterprise. Investors recognize how critical this decision is, always questioning what would be cheaper and quicker with the best odds for success. DISH Network (NASDAQ: DISH), the third largest pay-TV provider, has decided to go the second way – joining forces with a proven entity in the Hispanic space. Why reinvent the wheel?  It has entered a multi-year agreement with Univision Communications, the leader in Hispanic America media.  Together the two are launching new networks for sports, soap operas (popularity of “Downton Abbey” showed that genre isn’t dead), news including from Mexico and Latin America, and entertainment. Since many alliances come undone, this is one investors will be monitoriing for cracks.  Rumor has it that AOL’s acquisition of Huffington Post isn’t going so hot, not in spirit and not in profits.

Being There To Help 

image from White House website

Help, as every businessperson knows, is a two-way street.  Doing good often is the platform for doing well.  Members of the Fortune 500 such as JP Morgan Chase(NYSE: JPM) have partnered with the U.S. Hispanic Chamber of Commerce (USHCC) to be there with resources, ranging from know-how to networks.  For example, JP Morgan Chase’s Vice President of the Office of Corporate Responsibility Peter R. Villegas chairs USHCC’s Senior Executive Corporate Advisory Board.  That group, as its name indicates, advises the USHCC on business and policy issues which could impact Hispanic entrepreneurs.  One of USHCC’s missions is to increase vendor contracts with corporations and government.  Another is to encourage Hispanic youth to develop an entrepreneurial mindset.

The first challenge is for the outsider to get inside.  Next comes the ongoing need to keep creating value.  That’s what investors should keep their eye on when predicting the company’s profits from the Hispanic market.

Read More: The Motley Fool

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DID HISPANIC NEWS TAKE THE SPOTLIGHT

March 6, 2012 by Leave a Comment

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

In 2012 Hispanic News Takes the Spotlight

NASA Univision Hispanic Education Campaign (20...

NASA Univision Hispanic Education Campaign (201002230007HQ) (Photo credit: nasa hq photo)

In this election year, the candidates are treating the Univisions and Telemundos of the world the same as they do many English-language networks.

The Hispanic news media clearly are not only playing a significant role in coverage of the primaries, they also have the respect of all the major candidates. The GOP hopefuls seem to be treating Hispanic media on par with their English-language networks, if not going out of their way to be sure they make their points to Hispanic voters.

The major Spanish-language news outlets also has a partner in an English-language outlet, be it CNN and CNN en Espanol, Telemundo and NBC, or Univision and ABC News. Even Fox News Latino–which exists only online and does not have its own TV outlet–is expanding, releasing its first ever poll yesterday.

logo from logopedia

The partnerships have been beneficial:

Hudson says this is the first time in national political elections that CNN en Espanol has been cobranded with CNN and shared in coverage. “It’s the first time that the network has been perceived to be a major asset to English-language CNN,” she says. “We launched our primary coverage last July. Since then we have been doing tagteam coverage with CNN. We cosponsor the debates with CNN and we carry all of them live, translating them into Spanish. And our political analyst, Marisa Cardona, also appears on CNN.”Telemundo’s Falcon says her network’s partnership with NBC News “is extremely important to us, a very valuable asset.” She adds that Telemundo plans to cover every Republican caucus and primary going forward, offering coverage across all of its platforms. She says while extra emphasis will be on covering states with large Hispanic populations, all primaries will be covered. Falcon also says Telemundo will expand Enfoque from a half-hour to an hour in the near future.

Read More: http://www.mediabistro.com/tvnewser/in-2012-hispanic-news-outlets-take-the-spotlight_b115114

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powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

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