January 4, 2012
By Juan C. Mantilla, Strategic Planning Director – LatinWorks
As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brand’s ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in today’s multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brand’s message. Read the rest of this entry »
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Posted by HispanicPro
January 4, 2012
In a paper published in Social Science Research, USC Dornsife’s Amon Emeka and Jody Agius Vallejo look at why many people with Latin American ancestry are not identifying themselves as Hispanic on U.S. Census surveys.
By Ambrosia Viramontes-Brody Read the rest of this entry »
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Posted by HispanicPro
December 22, 2011
Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one. Read the rest of this entry »
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Posted by HispanicPro
December 17, 2011
A decade of studies by the USC Annenberg Center for the Digital Future creates a portrait of the American user of the Internet reaping the benefits of online activity, while at the same time paying a tremendous price in the form of time, privacy, and well-being. Read the rest of this entry »
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Posted by HispanicPro
December 17, 2011
Despite the ongoing troubling economic climate, the sports industry has continued to thrive with many major sporting events proving to be more popular than ever. The popularity of these major events is supported by on-going improvements in broadcasting and technology which is allowing better quality coverage than seen before. At the same time, television companies, sports clubs, governing bodies and even the sports stars themselves, are embracing social media to engage with fans and deliver a greater intensity of experience. Sponsors remain eager and keen to use sponsorship of sports events and teams as part of their marketing mix, and are now using increasingly sophisticated data mining tools to gain greater levels of intelligence and insight into their target markets and help them demonstrate the returns on their investments. Read the rest of this entry »
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Posted by HispanicPro
December 16, 2011
More than 70 percent of online media journalists and other content contributors now interact with public relations professionals through popular social media sites such as Twitter and Facebook, according to a 2011 survey of North
American online media conducted by Cision and Syracuse University’s S.I. Newhouse School of Public Communications. Read the rest of this entry »
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Posted by HispanicPro
December 16, 2011
A lot has happened this year and teens have taken notice. World events, economic pressures, personal milestones, friends, education and brands all play big roles in influencing the lives of teens. Teens are evolving and maturing as fast as the technologies and platforms we build around them. Read the rest of this entry »
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Posted by HispanicPro
December 13, 2011
According to the Census Bureau, Hispanics accounted for 56% of U.S. population growth in the past 10 years; and their power already exceeds $1 trillion. Marketing effectively to this burgeoning audience requires a commitment to understanding its complexity. Here are 10 insights that can take your Hispanic marketing and research efforts to the next level. Read the rest of this entry »
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Posted by HispanicPro
December 7, 2011
By Tony D’Andrea, PhD – Director of Research and Planning – The San Jose Group
Whenever Latinos gather for a TV party, chances are they are watching a soccer game or a fight (boxing, wrestling or mixed-martial arts). If their background is Caribbean, then they may be up for baseball. As Nielsen ratings demonstrate year after year, three out of the top seven Spanish cable TV channels are sports-only: Fox Deportes, ESPN Deportes and Gol TV, besides Univision’s Galavisión which dedicates a good chunk of its time for sports events. Mexican, European and MLS soccer league games rule on Spanish cable TV, whereas other sports (boxing, MLB, NBA, NFL) are predominantly watched on mainstream TV. It is not just about the convenience of TV. Borrowing from an old homeland tradition, Latinos also glue their ears to the radio to listen to a World Cup match, and are growingly following sports on digital media as well. Read the rest of this entry »
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Posted by HispanicPro
December 1, 2011
This is the story of how we pursued that question and came to know this young Hispanic segment and the themes that define their lives. We call them H20s. Hispanics in their 20s. And getting to know them in true, intimate depth meant following a unique approach, one summed up by the dictum that if you want to understand how a lion hunts, don’t go to the zoo – go to the jungle. Read the rest of this entry »
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Posted by HispanicPro
November 30, 2011
In a new global research report released today by IDG Research Services, two-thirds of the technology marketers surveyed said they expect their budgets to rise on average 3.5% next year compared to this year. Digital programs will capture half the spend with 58% on demand generation and 42% on branding. Events is second at almost 24%. Read the rest of this entry »
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Posted by HispanicPro
November 30, 2011
Users who use social networks to criticize the company they work for, their bosses, or colleagues jeopardize their employment.
Employees of Easy Jet, Marks & Spencer, and Virgin Atlantic have been fired for comments offensive to the company or clients. Read the rest of this entry »
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Posted by HispanicPro
November 26, 2011
Saks is back with a seasonal 3D holiday projection at its flagship store in New York. The Saks Fifth Avenue Snowflake & the Bubble projection show is bigger and even more spectacular this year. The 3D Projection mapping show runs every night for 5 hours through Jan 6th, making it the longest outdoor video mapping experience in the world. Read the rest of this entry »
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Posted by HispanicPro
November 23, 2011
This docu-series explores Latino identity in America and abroad. It takes you through the historical and social consequences of colonization and the complexities of identity among Latinos. Latinos as well as any African-descended people to anyone looking to learn more about the complexities of Latino identification. Read the rest of this entry »
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Posted by HispanicPro
November 10, 2011
By Christian Filli, Vice President of Strategic Planning, LatinWorks.
As the “poles” melt away, we need to elevate the multicultural conversation. Read the rest of this entry »
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Posted by HispanicPro
November 10, 2011
By Lili Gil, Media Contributor and XL Alliance Managing Partner
While Latin GRAMMY weeks is filled with events and celebrity power, the surrounding activities and glamour present a great platform for participating brands and sponsors to enhance their connection with the Latino consumer base. Below is a rundown of the sponsors as officially reported by the Latin Recording Academy and a video recap from the Heineken “House of Music” inside the Mandalay Bay. Read the rest of this entry »
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Posted by HispanicPro
November 9, 2011
“We checked the box. We did the basics … but then the Hispanic marketing budget was the first thing to get cut.”
Faced with mounting challenges to capture the Hispanic consumer in an environment that wasn’t fully committed to investing in Spanish-preferred audiences, Post Foods Brand Manager for U.S. Hispanics Mike Foley used three pillars to help drive Honey Bunches of Oats cereal forward – making it the No. 1 cereal above Kellogg and General Mills brands. Read the rest of this entry »
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Posted by HispanicPro
November 9, 2011
Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta shared multiple cases studies that demonstrated the effectiveness of research, organizational structure and strategic planning when engaging Latino consumers through marketing opportunities. Read the rest of this entry »
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Posted by HispanicPro
November 9, 2011
Companies that seek to build relationship with Hispanic, Asian and African-American consumers should take their multicultural budget out of a silo and push it out to all of the company’s business units. That’s what Walmart Stores has done and what its senior vice president of brand marketing and advertising, Tony Rogers, advised. Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Rogers believes such actions will force behaviors throughout all of a company’s divisions to change for the better, with all on the same page with respect to understanding the multicultural consumer. Read the rest of this entry »
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Posted by HispanicPro
November 8, 2011
Being purposeful with your company’s marketing efforts and doing what’s right for the audience – and not necessary the C-Suite – will help a company to maintain its brand strength among multicultural consumers. Read the rest of this entry »
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Posted by HispanicPro
By Juan C. Mantilla, Strategic Planning Director – LatinWorks
As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brand’s ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in today’s multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brand’s message. Read the rest of this entry »
