WHICH COMPANIES ARE TARGETING HISPANIC CONSUMERS RIGHT NOW?

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

A summary for, Media Sales Executives, Advertising Agencies and Corporate Marketers to

see what clients are moving into the Hispanic market and/or targeting Hispanic consumers

right now.

  • Post Foods-XL Alliance
    Post Food’s has announced that XL Alliance will be its new advertising agency-of-record in support of Honey Bunches of Oats Hispanic marketing, the Bradington Herald reports. The New York and Denver-based agency will work in collaboration with their current media agency, MV42, Mediavest Multicultural. “We have a strong commitment to the growth of the Post business,” said Tony Shurman, Post Marketing Director. “XL Alliance has the right framework and is a great marketing partner to help continue the positive momentum we have achieved within the multicultural community.” In its new role, XL will evolve its incumbent assignment as Hispanic digital and social media marketing agency to include advertising, cross-channel planning and shopper marketing for Honey Bunches of Oats.Liliana Gil, cofounder and Managing Partner of XL Alliance; an executive who departed from Johnson & Johnson three years ago to join partners Enrique Arbelaez, Manny Fields and Armando Martin as cofounders of the agency.  In addition to Post Foods, XL serves a roster of clients that includes Kroger Co., Valeant Pharmaceuticals, Diageo, among others.
  • American Heart Association – Interlex
    The American Heart Association is working with Interlex to conduct branding, awareness and attitudinal research to develop a new positioning strategy for the American Stroke Association Brand. “For the past few months we’ve been deep into the research phase, conducting both quantitative and qualitative studies across General, African American, Asian American, Hispanic, South Asian, and Native American segments,” said Interlex President and CEO Rudy Ruiz. The goal, according to Ruiz, is to help the Association build a brand platform and communications strategy which is universally appealing and multicultural at the core. “This is a national initiative,” said Ruiz. “The American Heart Association/American Stroke Association is very committed to improving the health of all Americans. And since minority segments are often disproportionately impacted by stroke, it is very important that they reach these audiences in meaningful, motivational ways.”The San Antonio-based shop joins the Ad Council, Grey Worldwide, and Omnicom’s Cone Communications on the AHA/ASA roster of agencies.
  • Yahoo! En español – Toyota Prius
    Yahoo! en Español launched a new blog, “Vida Ecologica” sponsored by Toyota Prius v, presenting tips on how to live an environmentally-conscious life.
  • American Airlines – Q’VIVA
    American Airlines and Q’VIVA! The Chosen have teamed up with the show’s producers to offer fans a chance to win a unique VIP experience to attend a live Q’VIVA! performance in the United States.
  • Walt Disney Records
    Walt Disney Records will be releasing two Song & Story titles and a collection of Disney Princess songs in Spanish for the very first time.  The label will also release the Spanish language digital soundtracks for Beauty and the Beast and The Lion King.  All five albums will be released tomorrow March 20, 2012 wherever music is sold, digitally and physically. “We’re thrilled to offer Spanish-speaking families an additional way to experience the magic of Disney music in their native language,” says Cathleen Taff, SVP/GM, Disney Music Group.
  • Pepsi NEXT
    Starting March 26, cola lovers everywhere will be invited to get a first taste of new Pepsi NEXT, a new beverage which intends to be a game changer in the cola category and the first to deliver real cola taste with 60% less sugar than Pepsi-Cola. “We’re on a mission to get consumers to experience the real cola taste of Pepsi NEXT for themselves,” said Angelique Krembs, Vice President TM Pepsi Marketing.
    Promotions around the launch will include:
    – A Walmart sampling program hitting 800 Walmart Supercenter stores across the country, beginning March 26 through the end of April. Consumers can visit facebook.com/pepsinext to find the nearest Walmart store for their risk-free trial of Pepsi NEXT.
    – In-market sampling for consumers to try Pepsi NEXT for free across 40+ cities nationwide between the end of March and August 2012.
    – A TV ad spot, created by TBWA/Chiat/Day, featuring an excited young couple recording their first interaction with Pepsi NEXT, meanwhile missing the “unbelievable acts” of their baby in the background, from dancing to handstands. This 30-second spot will begin airing nationwide on March 26 on prime-time and cable networks, and will be complemented with online and radio advertising.
    – A digital application on facebook.com/pepsinext inviting users to “taste” Pepsi NEXT online.
    – Targeted and relevant Hispanic advertising and grassroots marketing.

READ MORE: PORTADA NEWS

SUBSCRIBE to The Hispanic Blog to stay on top of the latest latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

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

SUBSCRIBE to The Hispanic Blog and stay on top of the latest Latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

WHY SHOULD COMPANIES INVEST IN HISPANIC MARKETING?

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

More Hispanics in College Will Add to Consumer Spending Growth

Higher Education Leads to Higher Income

A study by the Pew Hispanic Center shows that there was a 24% increase in Hispanic college enrollment between 2009 and 2010. This exceeds the population increase among the Hispanic 18-24 demographic (7%) over the same period, which indicates a trend in strides in educational awareness among the Hispanic community.

Growing Hispanic Education Level

Record High School Completion & College Enrollment

Hispanic high school completion reached a record 73% in 2010, up 3% from the year prior. Additionally, strides to move these kids from high school to college have paid off: 44% of those Hispanic students completing high school are going on to college, up from 39% in 2009.

What This Means for Marketers

With college graduates on average earning 1.5 times more than those with only a high school degree, these trends put the Hispanic youth catching up with their non Hispanic counterparts not only in terms of educational attainment but also in terms of income level. US Hispanic consumer spending is on track to reach $1.4 trillion by 2014, and with continuing increases in income levels among these young Latinos, real levels could outpace these projections. Marketers should be looking to include Hispanic marketing strategies into their annual plans in order to capture this growing population’s loyalty and purchases.

Thank you for reading my post. If you have not registered to vote or know of someone that needs to register, please click on the box to your right that states Voto Latino.

READ MORE: http://evolucioncreativemarketing.com/more-hispanics-in-college-will-add-to-consumer-spending-growth/

SUBSCRIBE to The Hispanic Blog and stay on top of the latest Latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

 

WHICH PR NEWSWIRE SERVICE DO HISPANICS TURN TO?

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

20120229-141508.jpg

With new leadership comes new energy and ambition, making this a year for continued growth for the Hispanic Public Relations Association, Los Angeles chapter (HPRA-LA) as it announces the new incoming board and welcomes new members. With the new board, HPRA-LA will build upon strategic partnerships and strengthen its commitment to provide PR professionals and students the resources to thrive in this evolving Hispanic public relations industry.

“Our commitment to fostering key strategic partnerships and increasing our membership continue to be significant goals for the organization in 2012,” said Delia L. Lopez, HPRA-LA president. “Building on our history and on our principle of serving as a resource to PR professionals, HPRA-LA will continue to be a platform for advancement and enrichment for those in Hispanic PR and those seeking expertise in the Hispanic market.”

HPRA-LA executive board members include:

Delia L. Lopez (President): bilingual Communications Consultant with more than 12 years of experience in the field of strategic public relations, having worked with large national and regional brands, and specializing in the Hispanic market.

Jacqueline Quintanilla Aker (Vice President): senior vice president, Health & Multicultural Marketing at Edelman, has more than 12 years of experience leading award-winning campaigns for LIVESTRONG®, the California Department of Alcohol & Drug Programs and Nestle®.

Leslie Smith (Secretary): senior vice president of Business Development and Marketing, Leslie is responsible for all new business opportunities at New American Dimensions, a Los Angeles based Marketing Research and Consulting Firm that focuses on multicultural research.

Hilda Delgado (Treasurer): Western Region communications director for Coca-Cola Refreshments where she oversees and implements internal and external communications and public affairs campaigns for California, Nevada, Arizona, New Mexico and Hawai’i.

HPRA-LA also welcomes the following board committee chairs:

Programs – Chalena Cadenas, Academy of Motion Picture Arts & Sciences

Marketing – Mariluz Gonzalez, Vesper Public Relations

Social Media Integration – Jose Xicohtencatl, Edelman

Membership – Chuck Sifuentes, PR Consultant

National Chapters – Stephen Chavez, Chavez Marketing & Communications

Scholarship/College Outreach – Denisse Montalvan, Ketchum

In addition, HPRA-LA is strengthening its leadership with the addition of Oralia Michel, President of OMAGEN Marketing & PR, as senior advisor. Michel’s 30-year career in Hispanic marketing will provide expertise and thought leadership to expand programs and resources to Hispanic PR professionals. Michel, a seasoned PR practitioner and former journalist, believes the tenets of journalism are core skills that all communicators would be well served to embrace and practice, while keeping a pulse on the ever changing technology that makes marketing communications an exciting and always evolving profession.

“Public relations and marketing communications continue to evolve making our industry ever energizing,” says Michel. “Augmenting and forging new partnerships will enable HPRA to provide our members with the best learning from the best minds. Our members’ insights are also highly valuable and we will drive thought leadership that better serves the Hispanic market. In this era of integration, strategic messaging capabilities will continue to be king and we must be the leaders in delivering the right messages via the best channels.”

A large initiative this year for the board is the Association’s partnership with Hispanicize. Now in its third year, Hispanicize will be held in Miami on April 10-13, 2012. PR-focused sessions at the conference will spotlight HPRA 2011 PRemio award-winning programs/case studies from some of the nation’s most renowned multicultural PR professionals. The annual event focuses on Latino trends and brings trendsetters together in PR, social media, entertainment, marketing and media. More details and information about Hispanicize is available on the HPRA website.

For more information on HPRA-LA, Hispanicize and to become a member, visit our website at http://www.hpra-usa.org and like us on Facebook/HPRA USA.

About Hispanic Public Relations Association (HPRA):

Founded in 1984, the Hispanic Public Relations Association (HPRA) is the foremost organization of Hispanic public relations practitioners in the U.S. HPRA is a resource for communications professionals and for those seeking Hispanic market expertise. It is dedicated to the recognition and advancement of Hispanics in public relations through year-round programs and hosts one of the industry’s most anticipated events: the PRemio Campaign of the Year Awards and Scholarship Gala in the fall. To date, HPRA has awarded a quarter million dollars to college and university students of Latino descent pursuing careers in communications. With a solid record of achievement and a committed membership, HPRA continually strives to increase the value of public relations as the industry increasingly gains clout and expands. For more information please visit www.hpra-usa.org.

Read more: from PR Newswire.

SUBSCRIBE to The Hispanic Blog and stay on top of the latest Latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

KLEENEX ENGAGES MOM IN HISPANIC-TARGETED CAMPAIGN

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

20120227-203819.jpg

Last winter, Kleenex engaged Hispanic children in the US with its “Los Atrapaestornudos,” or “Sneeze Catchers,” campaign. More recently, the initiative began targeting Hispanic moms.

The bilingual campaign, created by Latin Works, MindShare, Mass Hispanic Marketing, Hispania Public Relations, and Studiocom, was originally focused on getting children to sign up online to be “official sneeze catchers” and persuading parents to buy Kleenex tissues. Children who participated in the campaign could play free games on atrapaestornudos.com and received free gifts.

After concluding the first phase of the initiative, Kleenex and its agency partners decided to focus on getting moms to join the fight against the common cold. Moms who sign up on the campaign website have the chance to win a $100,000 gift card and a year’s supply of Kleenex facial tissues.

Kleenex will also work to attract moms by launching in-store events across the country. It will also add a section to its website devoted to explaining the company’s “Sneeze Shield” technology to moms.

During last year’s initiative, Kleenex saw a one-point market-share increase among Hispanic consumers and a four-point market-share gain in Miami, Los Angeles, San Antonio, and Houston, four key cities for the campaign.

Perhaps by reaching out directly to moms online and in person, the company will see even more of an increase in its campaign for Hispanic consumers.

Read More: http://app.prweekus.com/mobile/pages/apparticle.aspx?pagetypeid=128&articleid=229603

SUBSCRIBE to The Hispanic Blog and stay on top of the latest Latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

Thank you for reading my post. If you have not registered to vote or know of someone that needs to register, please click on the box to your right that states Voto Latino.

SUBSCRIBE to The Hispanic Blog to stay on top of the latest latino news, politics and entertainment!

Don’t be shy SUBSCRIBE – COMMENT – LIKE ME -CIRCLE ME AND FOLLOW ME

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

%d bloggers like this: