August 11, 2009
How to Reach U.S. Hispanic Youth Market
Hispanic Market Info - Small Business Marketing -
By Jose Vila - where should advertisers start in trying to reach this elusive, rapidly growing segment? Anyone who has worked in the trenches will tell you that this is a moving target, and experimentation is a must. There are no silver bullets in reaching young Hispanics. The good news is that the media landscape and technology have evolved so rapidly in the last 10 years that we now have the tools necessary to engage this audience. I suggest the following:
1. Start with key entry points. Social and music are usually good starters.
2. Use multiple platforms (i.e., radio, digital, TV, street). Take advantage of the fact that more and more Hispanic and lifestyle media companies now offer multiple platforms in-house
3. Target, target, target. Online and increasingly offline channels offer all kinds of targeting capabilities (geographic, contextual, behavioral, demographic). Leverage them early and often.
4. Test emerging media. This group is often way ahead of our media planning tools, so always mix in emerging platforms.
Posted by Ahorre at 04:37 PM
May 06, 2007
Corona Extra Spanish Advertising
Hispanic Marketing - Corona Extra's new Spanish-language campaign will highlight the best of Mexico via television, radio and outdoor creative scheduled to debut this week. The "Lo Mejor de Mexico Esta Aqui" (The Best of Mexico is Here) creative marks the first work for the brand produced by Casanova Pendrill, new Hispanic agency of record for Crown Imports, Corona's exclusive U.S. importer.
The campaign leverages a key brand equity - Corona's strong Mexican heritage. The creative executions evolve this heritage from a nostalgia for the traditions from home and focus on Mexico, to spotlighting how U.S. Mexican consumers have maintained and integrated these customs and traditions into their lives in the U.S.
“We identified an opportunity for Corona to broaden its appeal to Mexican consumers in the U.S. by giving it a more contemporary look and feel, while maintaining its Mexican pride, heritage and tradition,” said Guillermo Gutierrez, Director, Hispanic Marketing, at Crown Imports.
The concept highlights the success of both the Mexican beer and the Mexican people here in the U.S. “Mexican consumers come to the U.S. with tremendous pride in their culture and heritage - but also with a tremendous desire to succeed,” said Dan Nance, president, Casanova Pendrill. “And Corona is a shining example of a Mexican brand that has come to the U.S. and experienced unprecedented success, not only in the Hispanic market, but it's also become the #1 import brand in America. The focus becomes less about Mexico and
more about my life and success here in the States. We wanted to celebrate that success.”
The campaign features a compilation of vignettes showing how “The Best of Mexico” (its people, foods, culture) live easily side by side with those elements that represent the “best of the U.S.” "We wanted to show the way our Mexican traditions live side by side with our new American way of life - our "conchas" living side by side with the donuts and the bagels, our tamales sharing the Thanksgiving table with the turkey and cranberry, etc. And of course, we wanted to show our beer sharing our experiences and our success in the US,” said Elias Weinstock, executive creative director, Casanova Pendrill.
The campaign features three renditions of the popular song “Mexico en la Piel”, written by Jose Manuel Espinoza Fernandez, which serves as almost an anthem for the spots. “We believe this song captures the spirit of what many Mexican consumers here in the U.S. feel.
Although they have made a life in the U.S., they still carry many elements of their home country “under their skin”, said Rodrigo Lino, associate creative director. The campaign carries the tagline: “Mexico is where there are Mexicans. Mexico is where there is Corona”.
The campaign will air on Univision, Telemundo, Telefutura, TV Azteca; and the radio spots will run in major markets across the U.S. The TV campaign was developed by Rodrigo Lino, associate creative director, Alejandro Rodriguez, senior art director, Francisco Vargas, senior copywriter and Gueri Segura, art director. It was produced by Pilar Matallana and directed by Giovanni Bedeschi with NOMAD Films.
Posted by Ahorre at 12:05 AM
October 01, 2005
U.S. Hispanic Market Brand Preferences
U.S. Hispanics and non-Hispanics see brands differently, according to a study released today by Encuesta, Inc. "Americanos Poll: Favorite Brands Study 2005" compares how U.S. Hispanics and non-Hispanics perceive brands, including which they consider best overall, most trustworthy, most caring about the community, and best in advertising.
The study is part of the Americanos Poll series sponsored by Encuesta, Inc., which aims to explore, across a range of topics, how U.S. Hispanics are alike and different from the general population. Most results will be made public with the objective of stimulating thought and dialogue about and fostering understanding of the U.S. Hispanic population.
"It is our hope that this project will shed light on the uniqueness of Hispanics as a consumer group and provide a platform for corporate debate on the how and when to make a special effort to reach U.S. Hispanic consumers," said Martin Cerda, President of Encuesta, Inc.
Among the questions was, "When you think of all the brands and names of products and services that you know, which three brands do you consider the best overall?" The unaided (spontaneous) answers suggest the following:
* Sony is the "Best Overall" brand according to U.S. Hispanics, followed, in order, by Colgate, Ford, Chevrolet and Nike.
* Panasonic is the only brand that ranks among Hispanics' Top 10 but not among non-Hispanics' Top 25. Conversely, Kraft is the only brand that ranks among non-Hispanics' Top 10 but not within Hispanics' Top 25.
* Adidas, Gap, AT&T, and Gain have Top 25 "Best Overall" status among Hispanics, but the brands rank below the Top 50 among non-Hispanics. Hispanics did not place Kraft, Pepsi, Lysol, Buick, or Campbell's among their Top 50, all of which rank among non-Hispanics' Top 25.
The study is based upon telephone interviews conducted by Encuesta, Inc. with a representative national sample of n=1,021 Hispanic and n=624 non- Hispanic adults. The Hispanic sample mirrors that population's known distribution of demographic, acculturation, and media usage characteristics.
For more information at http://www.encuesta.com .
Posted by Ahorre at 10:36 PM
September 13, 2005
Hip-Hop Brand Strategy
By Joseph Anthony - Whereas it was once seen as an urban phenomenon, hip-hop culture among the 12 to 34 year-old demographic now crosses political and ideological lines from the cornfields of Iowa to the streets of New York City. It is the one uniform force in the American marketplace. Formerly perceived as a niche strategy, some of today's most successful brands realize that the term "urban marketing" now expands across this entire youth demographic.
Hip Hop's Crossover: A Geographic Shift - At its core, hip hop sprang from the inner cities. From Run-DMC in Hollis, Queens, to NWA from South Central Los Angeles, the music grew from economic inequality and socio-cultural frustrations. However, what started as a New York/Los Angeles/Philadelphia art spread to artists from all corners of America. Being exposed to the music not only allows local artists to take this sound and regionalize it (the "Chopped n Screwed" trend coming out of the South typifies this), but more importantly, expand the culture, making it a palatable strategy for corporations across the country.
Sales from companies using hip-hop culture as a marketing tool aren't driven by New York, Chicago and Los Angeles; they are driven by Middle America becoming fully integrated to the culture. While politically we are a nation split among "red states" and "blue states," for youth, hip hop is the unifying force that corporations are calling on to drive sales.
Posted by Ahorre at 12:21 AM
June 15, 2005
Product Placement is a Reality
Bloomberg News- The surge in these placements underscores the shift away from traditional 30-second commercials. "Reality shows are tailor-made for it because they can mention the product and appear more naturally than an entertainment show"
Coke Classic appeared 1,931 times on U.S. television shows in the first quarter, almost as many times as it did in all of last year.
Coke popped up on the "American Idol" talent show, the most-watched program last season, as judge Simon Cowell drank the soda while badgering contestants. Industrywide, product placements rose 27 percent, six times the growth rate of network-TV ad sales, Nielsen Monitor-Plus said in a report released this week.
The surge in these placements underscores the shift away from traditional 30-second commercials as consumers rely on devices such as digital video recorders that save programs for later replay and let viewers skip ads. The machines might be in 10 percent of U.S. homes by year's end, according to Forrester Research in Cambridge, Mass.
Advertisers "are bracing themselves for that eventuality when consumers will have a greater say over whether or not they see their commercials," said Brad Adgate, research director at advertising-consulting firm Horizon Media Inc.
Eight of the 10 TV programs with the most product-placement ads were unscripted reality shows. NBC's "The Contender" had the most, followed by Fox's "American Idol" and UPN's "The Road to Stardom With Missy Elliott."
"Reality shows are tailor-made for it because they can mention the product and appear more naturally than an entertainment show," Horizon's Adgate said.
In the boxing show "The Contender," Jesse Brinkley knocked out his opponent in its 13th episode using gloves emblazoned with the Everlast clothing brand. Afterward, the fighter rested next to a pole decorated with a Foot Locker logo while his trainer handed him a Gatorade bottle.
" 'The Contender' offered us a terrific opportunity because it was authentic athletes and an authentic occasion," Gatorade spokeswoman Heather Mitchell said.
The scripted shows among the top 10 in product placement were CBS' "King of Queens," with 747 occurrences, and "What I Like About You" on the WB network, with 783 placements.
Posted by Ahorre at 11:16 AM
May 04, 2005
Effective Brand Work
By Christopher Kenton A brand is the symbol that distinguishes one company's products from the competition, how are effective brands conceived and created? Two scenarios:
1) A brand is just a functional requirement of doing business, its creation managed like a label to be applied to the company or its products.
2) A brand is a catalyst in discovering and defining the value proposition and the positioning of the company or product.
Posted by Ahorre at 08:54 AM
February 25, 2005
2005 Hispanic Emmys
NEW YORK (AdAge.com) -- In signs of the ever-growing popularity of Latin entertainment, organizers are working on the first Emmys en Espanol, a hopeful entrepreneur is shopping around Latin Hip Hop Awards, and general-market events companies are seeking multicultural opportunities for clients. The first Hispanic Emmys will be awarded in June.
Kay Madati, BMW's multicultural marketing manager, has just joined Octagon Worldwide, Interpublic Group of Cos.' sports, events and entertainment marketing company, as the company's first director of multicultural marketing.
'Low-hanging fruit'
"Hispanics and African-Americans index very high for entertainment," he said. "The low-hanging fruit is Hispanic."
Mr. Madati said he is planning a Hispanic entertainment project with Nextel and working with BMW and Bank of America, and will hire two people to work on Hispanic and African-American projects.
"I'm not just an internal consultant guy. I want to build a credible multicultural marketing division," he said.
Emmys en Espanol
After several years of struggling to start Emmys en Espanol, the first awards for Spanish-language TV will be given out in June. For the first year, the event won't be televised and only six or seven achievement awards will be handed out rather than honoring specific programs or performances, said Raul Mateu, a senior vice president at the William Morris Agency and chairman of the Emmys en Espanol organizing committee. The event has been attracting notice, though, because the judges are drawn from leading Hispanic marketers, agencies and media, including Gilbert Davila, vice president for multicultural marketing at Walt Disney Co.
Tough sell for Latin hip hop show
The most embryonic effort is the Latin Hip Hop Awards, which entertainment attorney David Garcia Jr. concedes is a tough sell. The music is Latin but his awards show would be in English, making it unsuitable for Spanish-language TV. And when he talks to advertisers about sponsoring the awards, he gets shuffled between general market executives and their Hispanic counterparts. Plus, his hip-hop artists such as Akwid and Daddy Yankee are not household names. Although Mr. Garcia has no sponsors, broadcaster or money, he could have a good idea.
"We haven't heard their pitch," said Jeff Valdez, chairman-CEO of year-old English-language cable channel SiTV. "We'd listen to it."
"[Latin Hip Hop awards] could be very hot," said Victor Arroyo, director of promotions at Omnicom Group's Dieste Harmel & Partners, Dallas, a leading Hispanic agency. "It's a very crossover market."
Posted by at 10:51 AM
Branded Entertainment
What is Branded Entertainment? It is the practice of tying a brand name to an entertainment property with seamless integration and a natural fit. It is Coca-Cola’s involvement in American Idol, HUMMER and Interscope Records co-producing a music video, Kodak’s branding the Theater in which the Academy Awards are held, celebrities starring in, producing and directing BMW films on the web…
Jarrod Moses’ 10 Commandments of Branded Entertainment
By Jarrod Moses Thou Shall:
1 - Act and plan like the underdog
2 - Play your position
3 - Not underestimate the value your brand brings
4 - Leverage and exchange equities
5 - Capture the curve
6 - Know everyone’s priorities
7 - Beware of the "Jacket full of watches"
8 - Understand that execution is king
9 - Allow the analytical but not let it lead
10 - Be a partner not a buyer
Posted by at 08:58 AM