MICRO TECH CEO TONY JIMENEZ NAMED SMALL BUSINESS PERSON OF THE YEAR

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

Leading Service Provider and Technology Integrator MicroTech announces today that President & CEO Tony Jimenez has been named the “Small Business Person of the Year” by the Small Business Council of America (SBCA). He was recognized and honored at the SBCA 29th Congressional Awards held May 9th at the U.S. Capitol in Washington, DC. The award honors Jimenez for outstanding accomplishments in promoting a favorable environment for the small businesses of America.
Other honorees recognized at the event included Sen. Rob Portman (OH) who received the Special Congressional Appreciation Award, Sen. Olympia Snowe (ME) received the Congressional Lifetime Achievement Award, along with awards for Sen. Kay Hagan (NC), and Congressmen Steny Hoyer (MD) and Tom Price (GA).

photo source: Washington Business Journal

The Small Business Council of America is a national nonprofit organization which represents the interests of privately-held and family-owned organizations on Federal tax, employee benefit and health care matters. The SBCA represents well over 20,000 businesses, consisting of retail, manufacturing, and service organizations, and represents hundreds of thousands of qualified retirement plans.
MicroTech provides Technology Services,Systems Integration, Product Solutions, Unified Communications & Collaboration,Cloud Computing, Cyber Security and Social Media Analytics to commercial enterprises, along with the public sector — managing more than half-a-million tech users daily. A prime contractor on more than 100 Federal projects and more-than-25 procurement vehicles, MicroTech offers access to over 2500 vendors and a million tech products and services across the government.

“I am deeply grateful for this prestigious honor from the Small Business Council of America,said Jimenez. “Small business and entrepreneurship play a vital role in the U.S. economy by providing those who are striving to make a difference with an opportunity to own their own business.”

Some of the determining factors the award is focused on include dedication to small business in America as evidenced through promotion of a climate favorable to free enterprise; promotion of a positive image through business, civic or corporate leadership; and leadership in advancing the interest of small business by efforts in affecting the legislative and regulatory environment. Jimenez has been a passionate advocate for the small business field at numerous industry events, panel discussions, and speaking appearances, and has testified before the House and Senate on small business issues. He was previously invited to the White House to lend his advice on the small business field.

In the last year, his business recognition has included being named as “Executive of the Year,” “Top CEO,” “Minority Business Leader of the Year,” “Most Motivational Business Leader,” “Most Influential in Technology,” and Top CEO Philanthropist,” among others. Hispanic Business magazine called him one of the “Most Influential Hispanics in America.
Read more here: Sacramento Bee

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A TOP 20 FORBES MOST PROMISING COMPANY TARGETS HISPANICS

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

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

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

family

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!

READ MORE: KNOWLEDGE NETWORKS

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ARE HISPANICS A ‘GOLD MINE’ FOR MARKETERS?

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 (NYSEVZ) 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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God Bless and may you have a fabulous day!

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

WHO IS THE CREATOR OF THE HISPANIC BLOG: A VIDEO CLIP OF GUTIERREZ’S PAST WORK EXCLUSIVELY WITH CELEBRITIES

[vodpod id=Groupvideo.10971356&w=450&h=325&fv=%26rel%3D0%26border%3D0%26]

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If you have any questions, concerns or simply would like to get a quote on my Marketing, Public Relations, Social Media and/or Events services, please feel free to contact me at thehispanicblog@gmail.com.

God Bless and may you have a fabulous day!

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