April 17, 2012

The Voice of Hispanic Marketing Conference

AHAA: The Voice of Hispanic Marketing will hold its Annual Conference on May 2-4, 2012 at the Intercontinental Miami Hotel with the theme of "Listen Up!" The conference will revolve around the client perspective and emphasize best practices across the broad Hispanic marketing continuum. Attending and being featured at the conference will be some of the nation's leading investors in the Hispanic market - The Clorox Company, Diageo, Google, Tecate and Wal-Mart are just a few of the marquis brands that will share their insights. They will reveal the creative strategies that resulted in outstanding campaigns that also deeply connected with Hispanic consumers.

AHAA's Annual Conference is the most comprehensive industry event dedicated to the U.S. Hispanic market featuring an exciting program packed with a lineup of best-in-the-business speakers and numerous networking opportunities. More than 400 Hispanic-specialized marketers, ranging from advertising, public relations, media, creative, research and promotion expertise, are expected to converge in Miami.

As part of the conference, AHAA chair Roberto Orci, CEO, Acento Advertising along with Board members Linda Lane Gonzalez, President/CEO, Viva Partnership, Inc. and Aldo Quevedo, President, Dieste, will kick off the conference and provide a glimpse into the current state of the U.S. Hispanic Marketing industry. Throughout the event, AHAA will announce the winners of the HispanicAd.com Account Planning Excelencia (HAPE) Award, the HispanicAd.com Media Planning Excelencia (HMPE) Award. In addition, AHAA, in partnership with Nielsen, will announce the winner of the 2012 Caballero Lifetime Achievement Award.

This year, the conference will showcase two CMO Fireside Chats:

Seasoned veteran, Felix Palau, VP of Marketing, Tecate of Heineken, USA, will present "Beer: Beyond the :30 TV Commercial." He will share his unique insights on Heineken's innovative U.S. Hispanic marketing platform, the importance of the Hispanic market for Tecate and what the future holds for the brand.

Javier M. Delgado-Granados, Marketing Manager, Wal-Mart and Mark Lopez, Digital Media Executive and Head of U.S. Hispanic Audience, Google, will discuss the fascinating developments occurring in the fast-paced world of digital and the changes they foresee ahead in their CMO chat, "Digital as Part of the Marketing Mix."

There are several top-tier keynote speakers that will share their insights on a broad range of topics in these five can't-miss sessions:

John Winsor, CEO of Victor & Spoils will address the topic of advertising and crowdsourcing in his session "The Trials and Tribulations of Harnessing the Chaos of Abundance," and Steven Rommeney, Humalog T2 Consumer Brand Manager of Eli Lilly, who will discuss healthcare marketing in "Looking to the Health of the U.S. Hispanic Market: Pharmaceuticals."

The Clorox Company's David Cardona, Multi-Cultural Team Leader and Lupe De Los Santos, Group Manager of Hispanic Marketing Communications will present the "Top 10 'Truths' from a Retail Client's Perspective of Hispanic Marketing," along with concrete examples to illustrate what works and what doesn't. Both David and Lupe have been on the agency side in the past and bring a unique perspective to being a retail client.

In keeping with the AHAA tradition of showcasing the latest compelling research to help with new business development and effective strategy building, The Nielsen Company also will share their key insights on the Hispanic consumer's online behavior and its business impact with Digital CEO Jonathan Carson and his session "Online Media Measurement and Analytics - Critical Insights You Can Learn On Hispanics."

Marc Stephenson Strachan, Vice President, Multicultural Marketing USA, Diageo-North America will discuss how Diageo is infusing Multicultural insights into General market strategies in the aptly titled session, "The Diageo Mulitcultural Marketing Journey...Everybody into the Pool!" He will also talk about the client-agency relationship and the importance of coming across less like a vendor and more as a partner. After experiencing an agency career, Marc will also share how it has influenced him as a client.

Going along with the conference theme of "Listen Up!" are the results of the "People en Espanol 12th Annual Hispanic Opinion Tracker (HOT) Study: Insights into the US Latina Woman," which will be presented by Monique Manso, Publisher of People en Espanol. The study provides insights into the changing role of Latina women in the U.S. and reveals how Hispanic women continue to embrace their families, heritage, and identity as they become an increasing force in American life. Categories range from Beauty and Skincare to Computers and Internet usage.

In addition, the conference will include two exciting panel discussions from the industry's top public relations, media, entertainment and music professionals:

"Hispanic Public Relations: Creating Brand Evangelists with Engagement and Trust," will include panelists Solomon Romano, Head of Hispanic Marketing, Delta Dental, 2011 Public Relations Society of America (PRSA) Chair & CEO Rosanna Fiske, APR & Director/Professor, Florida International University, Natalie Boden, Founder & President, BodenPR and Manny Ruiz, Co-Publisher of Hispanic PR Blog and Founder/Creative Director of Hispanicize 2012 discussing how to generate advocacy, engagement, trust and sales with Public Relations.

"Juventud + Migracion + Adaptacion = Music, Language & Mucho Love: The Influence of the Macro Environment in the Transformation of Consumers," will provide insight on how the ever-changing and growing U.S. multicultural market continues to influence trends and brand activations. Mariel Llenza, Director of Hispanic Advertising, AT&T Mobility, Sie7e, Warner Music, Grammy® winning artist, Robert Isaac, Director of Music Programming, Mun2 and Xavier Alvarado, VP, Programming, WHKQ KQ103 FM will present what factors have most impacted them, how they've modified their strategy and how a common trend (i.e. Spanglish) has helped them unite forces in order to reach a new generation of audiences.

AHAA is also pleased to be collaborating with the Interactive Advertising Bureau (IAB) in organizing a series of Media & Digital Workshops during the conference for the second year in a row. Attendees at the AHAA Annual Conference will enjoy an exceptional content line up that cleverly merges AHAA's Hispanic marketing and advertising expertise with IAB's supreme online advertising and digital media knowledge base.

Finally, the conference will conclude with the presentation by AHAA and Circulo Creativo of the inaugural U.S.H. Idea Awards, recognizing stellar achievement in work created by U.S. Hispanic agencies and directed at Hispanic audiences. The award ceremony will take place at the prestigious Adrienne Arsht Center for the Performing Arts in Miami.

"This year's conference is unlike any other," said Roberto Orci, chair of AHAA and CEO of Acento. "The premise of 'Listen Up!' is to provide our attendees with unprecedented access to A-list brands who are sharing their insights and applications for successful Hispanic marketing. These best business practices serve to not only foster creativity but also provide strategies to strengthen the client-agency experience."

For more information on AHAA's annual conference and to register, please visit http://ahaa.org/default.asp?contentID=353 .

About AHAA: Founded in 1996 and headquartered in McLean, VA, the Association of Hispanic Advertising Agencies (AHAA) is the national organization of Hispanic-owned and-managed firms united to promote the growth and strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA is raising awareness of the value of the Hispanic market's many opportunities while enhancing the professionalism of the industry. AHAA agencies lead the industry with collective capitalized billings exceeding $5 billion - more than 90 percent of the entire U.S. Hispanic advertising industry. Only AHAA agencies have the blend of cultural understanding, market knowledge, proven experience and professional resources that make them uniquely qualified to communicate with Hispanic consumers. These capabilities and skills offer the potential for Hispanic market success that's available nowhere else.

SOURCE AHAA: The Voice of Hispanic Marketing

Posted by Ahorre at 08:33 AM

January 05, 2012

US Population: 313 Million on New Years Day

The U.S. Census Bureau projected the Jan. 1, 2012, total United States population will be 312,780,968. This would represent an increase of 2,250,129, or 0.7 percent, from New Year’s Day 2011, and an increase of 4,035,430, or 1.3 percent, since Census Day (April 1, 2010).

In January 2012, one birth is expected to occur every eight seconds in the United States and one death every 12 seconds. Meanwhile, net international migration is expected to add one person to the U.S. population every 46 seconds in January 2012. The combination of births, deaths and net international migration results in an increase in the total U.S. population of one person every 17 seconds. http://www.census.gov

Posted by Ahorre at 12:15 PM

General Mills unveils Dulce de Leche Cheerios

Cheerios is adding its newest cereal flavor, Dulce de Leche Cheerios.

“We are really excited about our new flavor as it combines a hint of the delicious caramel flavor rooted in Latin American culture to the already great-tasting, wholesome Cheerios we all know and love,” said Jim Wilson for General Mills. “And the best part of our new breakfast treat is that Dulce de Leche Cheerios provides a healthy start to your day like any of our other Cheerios varieties.”

Posted by Ahorre at 02:13 AM

April 16, 2010

Ace Hardware Hispanic Marketing Spanish

Among the general market, Ace Hardware is a well-known brand. But a bit surprisingly, the brand isn't so well-known among Hispanics. With that in mind, the 85-year-old company is using its first Hispanic-centric marketing campaign to introduce the brand to the nearly 50 million members of the Hispanic market.

The effort, which includes television and radio commercials, links Ace Hardware to the Spanish term "La Ferreteria," (hardware store) which is a center of the community for many Latin countries.

The national campaign, which will run through the spring on Telemundo and Univision, comes after two years of test market campaigns in Denver, Chicago and Sacramento, Calif. While those campaigns -- which simply translated general market commercials into Spanish -- were successful, the agency and company found Ace needed to do more in the way of introducing itself to the community at large.

"In the test markets, we were translating general market spots, and we found we needed to be more relevant," says Jose Gonzalez, a partner at Hispanic marketing agency Revolucion. "When we started talking about the hardware store [to Hispanic consumers], it was a place in the community that they could go to, where someone was always helpful to them," Gonzalez tells Marketing Daily. "In the big box [hardware stores], they can't find help. It's too big; they're walking around for a long time. In the Ace store, there's always someone there to help."

The television commercials address the issue directly. The first commercial in a pool of three shows a man trying to get assistance in one of the big-box retailers, driving from store to store. "Whatever happened to the corner hardware store?" asks a voiceover. "To the person who was always there to help you? To just getting in and out quickly? Whatever happened to the weekend?" As the consumer gets help at his local Ace, the phrase "Menos tiempo dando vueltas/Más tiempo para lo importante (Less time running around/Is more time for what's important)" appears, as does the company's general-market tagline (in English), "The Helpful Place."

A second commercial in the pool shows Hispanic families working on home improvements together. The spot was born out of an insight that Hispanic consumers view home improvements as a family bonding and teaching time (as opposed to general market consumers, who prefer to get the improvements completed and get on with their weekends), Gonzalez says.

"The Hispanic consumer did not mind doing the projects at home with their family," he says. "They [viewed] them as life lessons for their kids, showing their kids how to get through this journey in life."

Posted by Ahorre at 07:26 AM

March 29, 2010

2009 Hispanic Media Ad Dollars Advertising

Share of Media Dollars Allocated to Hispanic Market Increased in 2009

March 2010 - The 2010 Hispanic Investment Trends Analysis done by the Association of Hispanic Advertising Agencies (AHAA) shows that advertisers allocated 5.4 percent of ad dollars during last year’s recession to reach and connect with Hispanic consumers, up from 5.1 percent in 2008 and slightly below the 5.6 percent historical high in pre-recession 2007.

Although ad spending targeting non-Hispanics by the Top 500 advertisers dropped by 9.5 percent in 2009, Hispanic spending declined by only 4.4 percent. Preliminary trend analysis indicates marketers allocated a higher proportion of available resources to Hispanic media, shifting non-Hispanic media dollars to tap into the Hispanic market potential and optimize their overall results.

The report analyzes trends over three years, 2006 through 2008 and focus in company and category changes in allocation and assigns the top 500 advertisers in the country to one of five spending tiers: Best-in-Class, Leader; Follower; Laggard or Don’t-Get-It. In 2009, companies in the Best-In-Class tier increased their aggregate Hispanic spending an impressive 25 percent over 2008 compared to their non-Hispanic spending increase of only 11 percent.

The number of companies in the Best-In-Class category, defined by their allocation of more than 11.8 percent of ad budgets to Hispanic media, increased from 32 to 40 last year with an average allocation of 21.4 percent. Among Best-In-Class marketers are subscription TV giants DirecTV (allocating 40% of every media dollar against the Hispanic segment), Time Warner Cable, and Dish®; leading international brewers FEMSA (Tecate; Dos XX), Modelo (Corona), Heineken and SABMiller (MGD, Coors); auto insurance leaders State Farm and Allstate; telecom movers Metro PCS and T-Mobile; multinational packaged goods – foods corporation Groupe Danone, leader in fresh dairy products and bottled water quick service restaurants appetite pleasers El Pollo Loco, Domino’s Pizza and McDonald’s personal care, cosmetics skin care category leaders Guthy-Renker (ProActiv) and Avon; shoes and apparel retail giants Collective Brands (Payless) and JC Penney; consumer packaged goods visionary Colgate-Palmolive; financial services firm and world’s largest tax preparation service H&R Block; media, music and video games conglomerate Vivendi; health club leader Bally’s Total Fitness and the energy beverage Red Bull.

"The reversal in allocation to the Hispanic market during the recent economic challenges is a clear indication that marketers are recognizing the value of the profitable Hispanic consumer segment", says Gisela Girard, chair of the Association of Hispanic Advertising Agencies (AHAA) and president of Creative Civilization - An Aguilar/Girard agency.

The data, analyzed by Santiago ROI, is provided by The Nielsen Company and reflects only measured media in TV, Radio and Print tabulated using Nielsen Monitor-Plus™.

Posted by Ahorre at 11:48 AM

March 26, 2010

Marketing Trillion Dollar US Hispanic Marketing

By Jack Lochner - Half of U.S. Advertisers Missing Trillion Dollar Hispanic Market

According to a new Hispanic marketing trends survey, commissioned by the Hispanic advertising agency Orcí, the 2010 U.S. Census is expected to find that Hispanics number more than 50 million in the United States, and command $1 trillion in buying power. Yet half of U.S. advertisers, says the report, who acknowledge the cultural impact of Latinos, do not include Hispanics in their marketing efforts.

Latinos comprise more than 15% of the U.S. population, and are predicted to rise to 50 million in the 2010 Census, an increase of 42% since the last Census in 2000. In the 2000 report, the Hispanic growth rate of 24.3% was more than three times the growth rate of the total U.S. population, which was 6.1%.

Yet the research showed that 82% of respondents have no plans to begin or increase existing efforts aimed at American Hispanics in the next 12 months. This despite the fact that the great majority of respondents agreed that Latinos will impact U.S. companies' product and service offerings in the next five years, particularly in food tastes, fashion and technology.

Hector Orcí, co-founder and chairman of the agency, says "... for the last 30 years, a minority of companies that have been smart enough to take advantage of engaging Hispanic consumers, have seen their efforts make a difference to their bottomline... "

The survey also found that 78% of respondents do not use social media to engage Latinos despite the fact that Hispanics are the heaviest users of wireless access through mobile phones and laptops than any other ethnic group. In addition, close to 80% of Latinos engage in some kind of online socializing. Among those companies who do use social media to market to Hispanics, Facebook was the site of choice with Twitter a close second.

"Hispanics are tech savvy, young trend setters with incredible spending power..." Orcí said.

Other key results of the survey include:

* 89% believe Latinos will somewhat or significantly impact American taste in foods in the next five years
* 87% believe Latinos will impact fashion and beauty
* 82% expect Hispanics to impact entertainment
* 78% believe Hispanics will impact technology/communications

The survey was conducted via email to 9,300 senior marketing and advertising executives of B2B, consumer, small, medium and large Fortune 1000 businesses across the country in February of 2010.

And, according to a recent study by The Nielsen Company released almost simultaneously with the Orci study, America's demographic profile is undergoing major changes, and describes the potential impact on consumer packaged goods.

The report says that by 2050, more than half of the U.S. population will be non-white (African-American, Asian, Hispanic). This dynamic growth represents not only significant cultural shifts, but also one of the more remarkable marketing opportunities in history. By that 2050 milestone, the economic opportunity for brands in the multicultural CPG space is projected to exceed $500B

Posted by Ahorre at 08:32 AM

March 24, 2010

Multicultural CPG Buying Trends Nielsen Study Hispanic Markets

Key information on the Hispanic portion of the Multicultural CPG Buying Trends from the Nielsen study includes these observations.

When compared to the general population, on average Hispanic Shoppers:

* Tend to spend more on categories for babies and children. Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.
* Tend to spend more in traditional mass merchandise and warehouse clubs.
* Tend to spend more on food consumed at home.
* The Hispanic TV audience in the US is growing faster than the TV audience for the total population, showing a continued increase of Hispanic TV homes (2.3%) compared with total US TV homes (0.3%) for the 2009-2010 TV season.
* The number of people ages 2 and older in Hispanic TV homes will also grow, with estimates showing a 2.4% increase to a total of 44.3 million

Posted by Ahorre at 07:35 AM

February 25, 2010

Advertising Spanish Baseball Latino Marketing Hispanics

1-800-BEISBOL - Twitter.com/beisbol - Facebook.com/beisbol

BY LEWIS LAZARE Media & Marketing Columnist

The Chicago White Sox are expected to announce Thursday that the team has selected the San Jose Group/Chicago as its first Hispanic ad agency of record. The move is part of an effort by White Sox owner Jerry Reinsdorf and the team's top management to grow a significant, loyal segment of the White Sox audience at U.S. Cellular Field, where on average about 14 percent of the crowd is Hispanic.

Energy BBDO/Chicago will continue to handle White Sox general market advertising.

The San Jose Group will work on a Hispanic-focused ad campaign that is expected to break in about four weeks. The finished campaign will include Spanish-language online work, as well as print, radio and television executions.

"Baseball is a powerful passion-point for Latinos, and we are going to tap into that excitement for the game and continue building affinity for the White Sox among Latinos," said George L. San Jose, president and chief operating officer of the San Jose Group, which was founded in 1981. The agency also will assist with public relations outreach to the metro Chicago Hispanic community, which numbers nearly 2 million people.

Meanwhile, the White Sox are expected to unveil the first print executions for their 2010 general market ad campaign next week to coincide with the start of individual ticket sales on Feb. 12. The new campaign will carry the tagline "White Sox baseball: It's black and white."

The theme is intended to suggest there are no gray areas at the White Sox, particularly when it comes to winning and losing. TV commercials may break as early as March, and some of the ads are expected to feature particular players.

Posted by Ahorre at 07:47 AM

February 05, 2010

Latino Budget Allocation Modeling Hispanic Marketing

By Jose Villa - One of the principle reasons I decided to enter the world of Hispanic advertising was to bring a more rigorous and data-driven analytical approach to what I viewed as the unsophisticated and heuristic nature of some of the most important decisions made in our industry. While our industry has come a long way, including the omnipresence of account planning and the growing and rich field of Hispanic direct response, there is still one very important process that has not managed to move forward -- the allocation of Hispanic marketing budgets.

As anyone who has ever worked at an agency or media / publisher will tell you, overall marketing budgets typically come down from the "heavens" (i.e., the C suite) with little input from outside marketing professionals. However, how those overall marketing budgets are allocated across markets, products / services and marketing mix elements is typically a joint exercise between the client and its agencies, with some occasional input from select third parties such as consultants, media and publisher partners.

Yet, more often than not, the decision as to how much to invest in Hispanic advertising is made heuristically or worse yet, simply handed down as the "scraps" of what is left after general market and other lead agencies lay their claims. As the Association of Hispanic Advertising Agencies (AHAA) Right Spend report has been chronicling for years, advertisers have failed to allocate the minimum recommendation of 8% (based on Hispanic population and buying power alone) of their advertising budgets to the Hispanic market. While each industry and company will ultimately invest varying allocations based on their particular situation, the aggregate 8% AHAA benchmark indicates that, on average, companies are under-investing in the Hispanic market.

So how much of an advertiser's marketing budget should be allocated to the Hispanic market? The more relevant question is how should companies, together with their agency partners, approach the question of budget allocation? A decision as important as how much to invest in the fastest-growing minority group should be based on more than "rules of thumb" or an after-thought exercise of pooling leftover resources. I suggest that budget allocation models should be used and that marketers gradually employ more sophisticated approaches based on increasing availability of data.

As I've alluded to so far, most companies use simple heuristics, or rules of thumb, such as allocating marketing budgets based on some arbitrary percentage or a bottoms-up decision rules approach (i.e., determining desired awareness or reach / frequency levels and then backwards calculating required marketing spend).

Instead, I recommend using the two-part marketing allocation approach described by Harvard Business School's Gupta and Steenburgh "Allocating Marketing Resources" (2008) paper. This approach initially models demand and then uses those estimates as input into an optimization model to determine appropriate allocations across the marketing mix. Without getting too academic, Gupta & Steenburgh suggest modeling the demand that will be created or how much additional Hispanic consumer sales will be generated by an increase in Hispanic marketing resources (i.e., demand elasticity).

There are three ways to model this Hispanic demand:

1. Statistical Models: When historical figures for Hispanic market sales and marketing expenditures are available, the impact of Hispanic marketing activity on sales can be modeled using a demand function. This is the best option, available to companies with recent experience marketing to Hispanics.

2. Experiments: When there is a lack of reliable recent data on Hispanic market sales / marketing activity, companies can undertake experiments to gauge Hispanic consumer response to new marketing activities. This incremental approach allows companies to use small test initiatives to model out expected results from larger-scale initiatives.

3. Expert Judgment: When past data is not available and experiments are not feasible, companies should use the managerial judgment and experience of their Hispanic agencies to forecast Hispanic sales.

While the data-based approaches of options 1 and 2 provide the most accurate models of Hispanic demand, use of any of the three approaches will provide companies with an excellent starting point to model Hispanic demand and therefore determine proper Hispanic marketing budgets. As opposed to taking a passive approach to Hispanic marketing, these models provide companies the basis for a proactive approach based on the bottom-line return on investment.

The next step is to optimize a Hispanic marketing budget among the growing marketing mix of elements ranging from promotions, to direct response, to branding and across vehicles such as TV, digital, radio and out-of-home (a topic for another day!).

Posted by Ahorre at 07:37 AM

November 17, 2009

Benefits of US Home-Based Businesses

The 43% of home-based businesses that provide at least half of the owners' household income are, on the whole, smaller than non-home-based companies. Only about 35% have revenue above $125,000, compared to 75% for non-home based businesses. But they measure up to other small companies on key aspects of doing business, including access to capital, benefits to workers, marketing, and innovation. On average they have two employees, including the owners, and together they employ more than 13 million people.

In some of these companies, the operations are concentrated in the owner's home. Others use their residence as a headquarters but do most of their work at clients' homes or offices. The variety of home-based businesses cuts across industries, but the top sectors are business and professional services, construction, retail, and personal services.

A few trends are driving the growth of sophisticated home businesses. First, technology has made it easier to start and run a business from anywhere. But just as important, there has been a change of consciousness in the business world to recognize home-based enterprises as legitimate.

Lower Costs Are A Competitive Edge - Working from home can damage credibility. Instead, it's a selling point. You should reflect it in your pricing, you won't have the same kind of infrastructure costs and fixed costs that some of your competitors.

Indeed, the most obvious financial benefit for home-based entrepreneurs is lower operating costs. A 2006 SBA study compared tax returns of sole proprietors who deducted home-office expenses with those who deducted commercial rent. That analysis found that home businesses, on average, had lower sales and net profits than companies in commercial spaces. But profitable home-based ventures retained a greater share of their total receipts as net income: 36%, vs. 21% for non-home-based businesses.

Posted by Ahorre at 10:56 AM

Javier Palomarez President U.S. Hispanic Chamber of Commerce

By Robert Kusnia - Javier Palomarez, the new CEO and President of the U.S. Hispanic Chamber of Commerce, readily admits that he is a "corporate animal," having worked as an executive at companies such as Allstate Insurance, Sprint, and, most recently, ING Financial.

"Small businesses represent something on the order of 75 percent of new jobs," he told HispanicBusiness.com. "We tend to pay a lot of attention to the big, huge corporations of the world, but at the end of the day, the engine is the small business sector, and in that (group), the fastest-growing segment is the Latino owned small business."

Born in the Rio Grande Valley on the southern tip of Texas, Palomarez is the youngest of 10 children, all raised by a single mother. She died when Palomarez was just 15, forcing him to drop out of high school and find work as a ranch hand.

However, through hard work, determination, and, he admits with a chuckle, a desire not to be outdone by his college-educated girlfriend -- who's now his wife -- Palomarez wound up getting his GED, and then graduating with a degree in finance from the University of Texas at Pan American. There, he received the Wall Street Journal Student Achievement Award.

These days, Palomarez is known in corporate circles as a pioneer in multicultural marketing. Most recently, he served as Vice President of Multicultural Marketing at ING Financial Services, where he was recruited to lead diversity outreach programs.

Palomarez attributes his success to how his mother instilled in him the value of an education.

"The common thread in the American-Hispanic community is we recognize education is crucial -- it is the means for us to get ahead," he said. "Of all the wonderful gifts we have as Americans, that is one of them. And that was never lost on me."

As President and CEO of the chamber, Palomarez serves at the pleasure of the 24-member board of directors, headed by board chairman David C. Lizarraga.

Based in Washington, D.C., the U.S. Hispanic Chamber is an umbrella group to some 200 regional Hispanic chamber organizations around the nation, and lobbies Washington officials on their behalf.

Palomarez, 48, comes to the flagship chamber at a crucial time for the organization. The chamber, he says, is poised for unprecedented access to the White House, as the Obama administration appears more attentive to its needs than perhaps any administration before it. The key, he added, is for the chamber's 200 member organizations to come together and form a single, unified voice.

"We have to make sure the voice of the Hispanic entrepreneur is heard very clearly and loudly," he said.

It's a task that could be complicated by some of the chamber's recent well-publicized squabbles.

In September, for instance, the Denver Post reported that Palomarez's predecessor, Augustine Martinez, abruptly left the organization's annual convention in that city due to a disagreement with chairman Lizarraga.

The specific nature of the purported dustup reported in the article was murky, and longtime chamber officials, speaking to HispanicBusiness.com privately, insist that no such dispute occurred, and that Martinez left the organization on good terms. Martinez, who held the CEO post on an interim basis, did not return calls from HispanicBusiness.com seeking comment. Attempts to reach Lizarraga for this story were also unsuccessful.
In any case, Palomarez has the benefit of a fresh start with the agency, and has been much more focused on looking forward.

A Stronger Stance For Small Businesses

Palomarez, whose first day on the job was October 1, said part of his mission will involve working to improve the government's treatment of small businesses.

Despite the ubiquity of small businesses in the United States, "small businesses continue to plod along with very little assistance from the government or anyone else," he said.

So far, the chamber, with Palomarez as CEO, has proven unafraid to confront the federal government publicly and assertively.

Late last month, the chamber issued a press release criticizing the federal Small Business Administration's recent efforts to loosen up bank lending to small businesses.

The statement said that on the one hand, Congress's allocation of $730 million to the SBA for the purpose of providing better guarantees to banks that make small business loans is a step in the right direction. But on the other, it said, SBA lending in the recently completed 2009 fiscal year still fell 36 percent from the year before.

"The Small Business Administration provides emergency loans to small
businesses after a natural disaster ... and this economy is looking a lot like
a disaster for too many small businesses," Palomarez said in the statement.

Speaking to HispanicBusiness.com, Palomarez said the U.S. Hispanic Chamber -- and Hispanic-owned businesses in general -- now have a golden opportunity to be heard by the Obama administration.

"It isn't too often an administration is this willing to work with an organization such as ours," he said. "Now we just need our own community to kick into action."Palomarez declined to state his political party affiliation, explaining that the chamber is a nonpartisan organization.

"My responsibility is to act in best interest of my constituency," he said. "To that end, I have to check (party affiliation) at the door."

Lizarraga, meanwhile, is a regular personal contributor to the Democratic Party, according to NewsMeat.com. In 2004, though, he also contributed to the Bush-Cheney re-election campaign, as well as to Bush's challenger, Sen. John Kerry . But he, too, has taken pains to stress that the organization is non-partisan. During the presidential campaign, for instance, Lizarraga blasted the McCain-Palin ticket for its claim that a majority of the chamber's board had endorsed the GOP camp.. Lizarraga said the claim gave the false impression that the chamber takes a partisan stance.

Palomarez said he hopes regional member chambers take note of how the U.S. Hispanic Chamber is gearing up for its annual legislative summit, from March 22-24. Last year's event drew President Obama as the keynote speaker.

Palomarez advises members to email suggestions and thoughts to chamber staff, which can be found by visiting the chamber's Web site at www.ushcc.com

"The current administration and the White House are willing to embrace us," he said. "On the other side, we need our own community to understand we've got a conduit -- a voice. It's important to get our community to really take an active part in all of this."

Posted by Ahorre at 10:10 AM

November 06, 2009

Top 25 Most Visited Websites by U.S. Hispanics

July 2008 - According to the comScore data below, the top 7 sites most visited by U.S. Hispanics in 2008 maintained their standings between the months of April and July, with Google sites leading the pack at 14.84 million monthly unique visitors.

Indeed, it has been a banner year for Google, particularly in its competitive position with Yahoo! Just last June, Yahoo! site led Google sites in unique Hispanic visitors by nearly a million. And while April, 2008, witnessed Yahoo! closing in on Google’s unique visitor count, and narrowing its lead to just 1,000, Google accelerated ahead of Yahoo! in the months of May and June, widening that margin to 107,000. With each site’s monthly Hispanic visitor base hovering around 14.75 million, the race is certainly on.

Top Properties: US Hispanics - Green highlighted companies in the chart above reflect those who ascended the ranks between April and July of this year, while red highlighted companies are those that lost ground during these months.

Trends: *Networks continue to dominate the charts, as measured by unique visitors, holding the top five slots of sites most visited by U.S. Hispanics. As we see in the chart, Ebay is the top performing stand-alone site, garnering 6.98 million Hispanic monthly uniques. Noteworthy is the fact that this figure is down 12% from last year, representing a loss of almost a million Hispanic monthly uniques. This fact is likely correlated with the economic slowdown that has rocked the nation in the intervening months.

*Also interesting to note is that between April and July 2008, Univision.com was bumped from the top 25 Hispanic-visited sites, leaving the list devoid of any purely Hispanic sites.

*Still, U.S. Hispanic Internet usage continued to outpace overall Internet usage, growing by 21% in June of this year, as compared with June of 2007. Overall Internet usage grew by just 6% during the same time period.

Posted by Ahorre at 01:45 PM

October 30, 2009

2009 Multi Cultural Advertising First Half

Hispanic Marketing - A new analysis of multi-cultural advertising indicates that ad spending in Spanish-Language media for the 12-month period of July 2008 to June 2009 was over $5.5 billion, a 6.3 percent decline over the previous 12 months. Over the same time period, African-American ad spending fell 9.6% to $1.8 billion.

Automotive was still the largest spending product category for Spanish-Language media ($381.7 million), despite a 40 percent cut in spending compared to the previous 12 months. Wireless Telephone Services (plus 4.8%), Quick Service Restaurants (plus 10.1%) and Direct Response Products (plus 18.1%) each saw an increase in Spanish-Language ad spend and fell within the top five product categories.

Automotive African-American media budget saw a 33.5 percent plunge compared to the previous 12 months, even as it continued to top all other product categories. Quick Service Restaurants (-6.4%), Department Stores (-20.1%), Motion Pictures (-20%), and Wireless Telephone Services (-16.7%) rounded out the top five African-American ad spenders, despite each chopping their ad budgets.

Posted by Ahorre at 10:28 AM

October 28, 2009

Hispanic-Owned Businesses Growth Projections to 2012

Hispanic-Owned Businesses: Growth Projections to 2012
* Statistical revenue and numerical projections of Hispanic-owned businesses.
* The top 20 states by sales generation and number of firms.
* Detailed breakdown of Hispanic-owned firms by employees, origin, and more (including the top 500 Hispanic-owned firms by revenues).

Key insights include:
* Hispanic-owned firms in the United States expect to grow 90.9 percent to 3 million.
* Total revenues of Hispanic-owned firms will increase by 50.8 percent from 2003.
* Projections of the “Transportation and Warehousing” industry show a growth of 60.6% from 2002
* More than 90 percent of all Hispanic-owned firms, and their sales volume, are concentrated in 20 states
* 74.8% of all Hispanic firms are concentrated in 4 states.

Hispanic-Owned Businesses - The number of Hispanic-owned businesses in the United States is expected to grow 41.8 percent in the next six years to 4.3 million, with total revenues surging 39 percent to more than $539 billion, according to new estimates by HispanTelligence. Spurred by growing entrepreneurial trends and affluence among the nation’s largest minority population, the increase is expected to come at a robust rate of 8.5 and 8.7 percent, respectfully, over the next couple years.

Hispanic-Owned Businesses: Growth Projections to 2012

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Hispanic Businesses

Posted by Ahorre at 10:52 AM

U.S. Hispanic Media Market: Projections to 2010

U.S. Hispanic Media Market: Projections to 2010 - Advertisers spent an estimated $3.3 billion to market their products and services to U.S. Hispanics in 2005, a 6.8 percent increase from the previous year. According to U.S. Census estimates, the number of Hispanics reached 41.8 million in 2005, an increase of 3 percent from the year before. The overall U.S. population increased by less than 1 percent over the same period. As Hispanics simultaneously make progress in educational attainment, their purchasing power represents an increasingly larger proportion of the U.S. total, reaching 8.9 percent in 2005.

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U.S. Hispanic Media Market: Projections to 2010

By 2010, HispanTelligence® estimates that Hispanic market advertising expenditures will increase to about $4.3 billion, in an attempt to capture the attention of this growing market.

Posted by Ahorre at 10:46 AM

August 11, 2009

Fifth Third Bank Launches New Hispanic Marketing Campaign

Hispanic Market Info - Fifth Third Bank Launches New Hispanic Marketing Campaign

Fifth Third Bank, a diversified financial services company headquartered in Cincinnati, OH,
announced this week the launch of its 2009 marketing campaign tailored for the growing Hispanic population. The campaign entitled "Las cosas que hacemos por los suenos," or "The Things We Do for Dreams," seeks to expand the Bank's positioning as a trusted financial partner for Hispanics. The creative executions show variations of the "American Dream" such as owning a home or taking a family vacation, along with the Bank's tips regarding how to make those dreams a reality through proper financial planning.

The campaign began running in April and will appear throughout the year in markets that are part of the Bank's footprint: Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids, and Indianapolis. The ads will run in radio, print, Out of Home and online in Spanish language media. Part of the campaign will also be a series of financial workshops and television vignettes providing tips on how to best handle one's finances during the current economic climate and beyond. A comprehensive public relations push will support all initiatives.

"The Hispanic market is a key growth segment for Fifth Third Bank. The goal with this campaign is to inform Hispanic customers about the best ways to keep their finances healthy and growing so they can make their dreams a reality," said Larry S. Magnesen, Senior Vice President and Chief Marketing Officer.

"Fifth Third Bank just celebrated its 150th anniversary, a testament to the Bank's strength and heritage. Our campaign seeks to couple that message of trust with a personal connection around Latino insights. At the end, the goal is simple: to get them to see Fifth Third as a partner they can trust," commented Catherine Nunez Account Director at the vox collective, the full service advertising agency Fifth Third Bank is partnering with for many of its multicultural initiatives.

Posted by Ahorre at 04:26 PM

February 17, 2009

U.S. Hispanic Market Information

Posted by Ahorre at 04:42 PM

October 29, 2008

The Hispanic Market 2007 Purchasing Power

2007 U.S. Hispanic Population - During 2007 "The Hispanic Market" captured the attention of many U.S. retailers because of population growth and $862 billion buying power. That’s expected to increase to $1.20 trillion by 2012, according to the Selig Center for Economic Growth at the University of Georgia.

Metro Area Hispanic Population Size and Growth

Posted by Ahorre at 07:44 AM

Mas Club Hispanic Marketing by Sam's Club

Hispanic Market Info - Sam’s Club is aiming to give its Hispanic customers más. Trying to tap into the growing spending power of Hispanics and the popularity of warehouse shopping, the Bentonville, Ark., chain said Tuesday that Houston will get the company’s first Más Club.

Más means "more" in Spanish, and instead of the blue and white Sam’s Club logo, Más signs will be red and green, colors in the Mexican flag.

The company will test the concept with a 143,000-square-foot store that will open in the first half of next year at 8711 North Freeway.

Metro Area Hispanic Population Size and Growth

Posted by Ahorre at 07:26 AM

November 29, 2007

About NASCAR Hispanic Marketing

by Karl Greenberg- NASCAR TEAM OWNERS AND LEAGUE marketers agreed on several points during the opening panel of the 8th Annual Motorsports Marketing Forum in New York on Tuesday. Among them: motorsports needs to grow its base without alienating core fans, and the teams need to highlight their drivers' personalities and use them to give their teams identities.

David Higdon, executive vice president/strategic development and communications for Champ Car World Series, said avoiding a bad match between a brand and a driver is also critical. Higdon, former senior vice president of communications at ATP, the governing body of men's professional tennis, said tennis star Andy Roddick's association with French sports apparel company Lacoste is an example of a poor alliance because Roddick's personality is so strongly American. "The key is connecting the driver to the brand that makes the most sense, then magnifying and activating it."

Both Higdon and Steve Lauletta, president of Chip Ganassi Racing (CGR), say motorsports growth opportunities are in diversity markets in North America and through international expansion.

"Drivers like Juan Pablo Montoya [who drives CGR's No. 42 Texaco/Havoline Dodge Charger] are good for us on the global front, and diversity front," said Lauletta. "Dario Franchitti [who drives CGR's No. 40 Dodge Avenger] allows us to go to companies outside the U.S. who want to introduce product here or vice versa because of drivers who are personalities in other countries, who generate interest from consumers."

Obermeyer says that currently about 9% of Nascar's fan base is Hispanic. "There's a huge opportunity in this segment," he said, adding that last year Nascar races were covered for the first time in Spanish by ESPN Deportes. "We are getting our feet underneath us with broadcast partners."

Obermeyer says Nascar is expanding to Mexico City in the spring, while in North America the league is focusing on key markets--specifically Florida, Texas and the Southwest Hispanic markets.

He added that the largest challenge for Nascar--vis-à-vis marketing to Hispanic consumers--is finding a way for disparate teams to work together on a unified marketing plan, so that Nascar marketing transcends team-by-team efforts. "We have had a lot of luck with [Montoya] pulling Sprint Nextel's promotions, with [Montoya] doing Spanish-language commercials, and with Bank of America. We need to continue to convince with a voice in those markets that it's worth the time and effort; the best way to do that is everyone having a single plan rather than a number of different plans that will be a barrier to breaking through."

Posted by Ahorre at 08:57 AM

September 21, 2007

Market Intelligence Summit to Reveal Consumer Diversity and Growth

Hispanic PR - America is undergoing a tremendous cultural shift as Hispanics, Asians, and African Americans are forming an increasingly important part of our nation with over 80 percent of the nation’s growth and nearly 100 million people. The marketing opportunities presented to Fortune1000 companies by these changes are exactly what The 4th Annual Multicultural Market Intelligence Summit addresses. Most corporations have concluded that multicultural consumers form a key part of their growth strategy, how to capitalize on this growth is the key remaining question.

This summit, which will take place October 24-26, 2007 at the Mandarin Oriental Hotel, Brickell Key, Miami-Florida promises to show executives and marketers how to understand business opportunities in multicultural markets more clearly. Through case studies and workshops conducted by industry leading companies that have discovered the benefits of partnering with Geoscape – now The Latin Force Group - participants will learn about such topics as:

-- Assessing Market Potential and Planning Strategic Growth; a session presented by Goldman Sachs that provides a primer on gaining strategic business advantages from multicultural marketing.

-- African America and Beyond, Black and Urban Culture and Influence; a session presented by Vibes to demonstrate how the “Urban” market segment transcends nationalities into a common lifestyle that can serve as a channel for marketers.

-- Asian Americans: Rich Diversity within a Cultural Segment; a workshop presented by Nationwide that will provide effective examples of targeting various Asian segments.

-- Consumer Goods workshop put together by General Mills that teaches how integrated marketing, distribution, and relationship marketing advances CPG goals.

-- Strategic Media Planning from the perspective of Univision and DirecTV.

The Summit will provide live entertainment each evening featuring Latin Rock Fusion Band: Locos por Juana and Recording Artist & Singer Mayte and many more. At the conclusion of the conference, an Apple iPhone will be raffled off.

More Information:
Detailed Agenda, Event Overview, Location, and Sponsorship Opportunities: http://www.latinforce.net/summit

Posted by Ahorre at 11:25 AM

September 05, 2007

Washington And Oregon Hispanic Population

Hispanic Marketing - According to the U.S. Census Bureau data, from 1990 to 2005, Washington State's Hispanic population grew by 152.5 percent, Asian/Pacific Islander population by 105.5 percent and its African-American population by 35 percent. During the same period, Oregon's Hispanic population rose 213.6 percent, Asian/Pacific Islander population grew 90 percent and African-American population grew 26.3 percent. U.S. Hispanic Market in 2010

Posted by Ahorre at 07:43 AM

September 01, 2007

LA Number One Hispanic Market

Hispanic Marketing - Hispanics and Asians remain the fastest- growing national segments of the population, with television households increasing by 4.4 percent among Hispanics and 3.9 percent among Asians over last year, according to The Nielsen Company.

In local markets, Nielsen estimates that Los Angeles continues to remain the number one Hispanic market, followed by New York, Miami, Houston and Chicago. Los Angeles also has the country's largest Asian community, followed by New York, San Francisco, Honolulu and Chicago. New York is the largest African-American TV market, followed by Atlanta, Chicago, Washington, D.C. and Philadelphia.

Posted by Ahorre at 11:20 AM

July 21, 2007

Dallas Fort Worth Hispanic Media Market

Hispanic Marketing

Broadcast Spanish-language television stations continue to capture large audiences, especially the foreign-born;
- Cable and satellite penetration rates improved less than ten percent since 2005;
- Internet access has not changed since 2005 and remains at 42 percent. Native-born Latinos were twice as likely to have Internet access as the foreign-born;
- Seven of the top ten radio stations used Spanish-language formats;
- Only 45 percent of Hispanic adults read an English or Spanish-language magazine. Native-born Latinos read magazines more often than foreign-born Latinos;
- Despite an abundance of English and Spanish-language newspapers, 39 percent of Hispanic adults did not read any local newspapers.

The study also pointed to various barriers that discourage interested marketers from initiating or expanding Latino marketing plans, such as industry studies that are biased or self-serving; insufficient information about the size and composition of media audiences; and industry reliance on a language segmentation model that has limited relevance to the buying behavior of Latinos.

The Dallas/Ft. Worth Latino Trendline is an annual syndicated study conducted by Rincón & Associates since 1988 on a random sample of 600 Latino adults. The study tracks Latino usage of English and Spanish-language media, language abilities, shopping destinations, culturally-related attitudes, purchase intentions, and socio-demographic characteristics. Hispanic Demographics

Posted by Ahorre at 12:56 PM

Dallas Fort Worth Arlington Hispanic Market

Hispanic Marketing - The Dallas Fort Worth Arlington Metropolitan Area is experiencing a substantial Hispanic population boom that is helping many area retailers remain profitable in a tough economy.

According to the Census Bureau, the Dallas/Ft. Worth-Arlington Metropolitan Area was the second-fast growing metropolitan area in the United States, adding an estimated 601,242 residents since the year 2000. Hispanics comprised 60 percent of these new residents, whose estimated buying power of $20 billion has benefited the bottom-line for area retailers.

The Dallas/Ft. Worth Latino Trendline, conducted by Dallas-based Rincon & Associates, identified some of the local businesses that are benefiting significantly from this surge in Latino consumers.

- Wal-Mart and Fiesta Mart captured nearly half of the estimated $2.3 billion that Latinos spend annually on groceries.
- Bank of America has become a strong leader in serving the financial needs of DFW Latinos. One-quarter of Latinos, however, remained un-banked.
- Nearly 3 in 10 Latinos ˆ about 300,000 -- plan to buy a home in the DFW area within the next 5 years in various cities throughout the Metroplex, translating to a potential $30 billion dollars for the housing industry.
- Nearly one-quarter of Latinos plan to buy an automobile in the next 12 months - a potential investment of $3.6 billion assuming an average price of $15,000. Nearly two-thirds of these purchases are planned for just three automobile brands: Chevrolet, Ford, and Honda.
- Latinos primarily shopped at Rooms-To-Go and FAMSA for home furniture. FAMSA’s buy U.S./deliver in Mexico concept appears to be working well among Metroplex Latinos.
- Sears-Roebuck was the preferred destination for home appliances, while Wal-Mart was generally preferred for men‚s, women‚s, and children‚s clothing.

Posted by Ahorre at 12:55 PM

California Hispanic Population 2050 projections

Hispanic Marketing - By 2050, the new projections indicate that Trinity County will have the highest percentage of Whites of any county, while Imperial County will continue to have the highest percentage of Hispanics. Alameda County will have the highest percentage of Asians; Santa Clara County will have the highest proportion of Pacific Islanders; and San Bernardino will have the largest proportion of Blacks.

Finally, Alpine County will contain the largest percentage of American Indians, while Inyo County will continue to have the largest share of Californians identifying themselves as Multirace persons. At mid-century Whites will be the majority population in just 23 counties. Hispanics are projected to be the majority race/ethnic group in 22 counties.

Posted by Ahorre at 12:53 PM

California Hispanic Population

Hispanic Marketing - California's population is projected to reach almost 60 million people by 2050, adding over 25 million since the 2000 decennial census, according to long-range population projections released by the California Department of Finance.

From less than 34 million Californians counted in that census, the new data series shows that the state will pass the 40 million mark in 2012, and exceed 50 million by 2032.

The new projections reveal that Hispanics are now expected to constitute the majority of Californians by 2042. By the middle of the century, the projections show that Hispanics will be 52 percent of the state's population, with Whites comprising 26 percent. Asians are expected to be 13 percent; Blacks, 5 percent; and Multirace persons, 2 percent. Both American Indian and Hawaiian/Pacific Islander groups will each make up less than 1 percent of the state by 2050.

The new projections are also available at the county level. Los Angeles will continue to be California's largest county, topping 13 million by mid-century. With 4.7 million people, Riverside County is expected to be the second largest county at that time, followed by San Diego, with about 4.5 million residents. Orange County will be fourth largest, with slightly under 4 million people.

Posted by Ahorre at 12:49 PM

May 06, 2007

Food and Beverage Internet Advertising Spending

Food and beverage advertisers cut spending in nearly every major media last year - except the Internet.

This year, eMarketer estimates this category will spend $288 million advertising online, a 36.6% increase over 2006.

US Online Advertising Spending by Food and Beverage Companies, 2006-2011 (millions).

Why has Internet advertising become a meat-and-potatoes buy for food and drink marketers?

"Because food and drink is becoming an online staple for consumers who are searching the Internet for healthy eating tips and recipes, as well as for products they see advertised in other media," says Lisa Phillips, eMarketer Senior Analyst and the author of the new CPG Online: Food & Beverages Party On report.

"Eat, drink and go online" is the message food and beverage companies are sending to US consumers, and they are following their own advice.

In fact, according to TNS Media Intelligence, the Internet was the only medium to see more than a small increase in food and beverage ad spending last year. While spending in newspapers tanked almost 25% and outdoor spending fell 9.5%, online advertising gained nearly 27%, to reach $183.4 million (and TNS does not include search advertising in its calculations).

US Advertising Spending by Food and Beverage Companies, by Media, 2005 & 2006 (millions and % change)

CPG companies, however, do not spend as heavily on paid search advertising as many other categories do, preferring to focus their Internet campaigns on branding, sponsorships and direct response such as e-mail.

"In the CPG segment, purchase consideration hinges more on in-store sales and discount coupons," says Ms. Phillips, "so paid search is not as paramount as in other industries, such as automotive or financial services."

eMarketer estimates CPG companies devote only 15% to 20% of their online spending to paid search.

"The shifts in food and beverage marketers' media mix in 2006 mirror what is taking place in other industries," says Ms. Phillips. "Last year, traditional media such as television, newspapers, radio and outdoor all lost share of spending within food and beverage budgets, while magazines and the Internet gained share. Even as total spending in other media fell 1.8%, Internet advertising rose, from 1.6% of the total in 2005 to 2.1% last year."

Media Distribution of US Advertising Spending by Food and Beverage Companies, 2005 & 2006 (% share)

As a category, however, food and beverage advertising did not make the list of the top 10 advertising categories in 2006. Data from TNS show that the personal care segment was the only CPG category to break into the top 10, ranked eighth in overall spending last year, up 1.1% to $5.7 billion.

Posted by Ahorre at 02:11 AM

May 04, 2007

The Marketing y Medios Special Report

Hispanic Marketing - The latest Marketing y Medios Special Report, out now in select issues of Adweek, Brandweek and Mediaweek, announces the Hispanic Creative Best Spots of 2006. Out of nearly 200 spots submitted, 13 were selected. The competition also awarded special recognition to the Campaign of the Year and a Campaign Honorable Mention.

Commercials presented to consumers on Spanish-language television were evaluated based on their insight into this audience as well as their relevancy and connection. This year’s competition was judged by an all-star panel of top Hispanic advertising agency creatives in New York. Guest judges included Roberto Alcázar, principal, EO Agency; Gustavo Asman, chief creative officer, winglatino; Mauricio Galván, senior creative director, The Vidal Partnership; and Antonio López, executive creative director, Conill. (Judges who had submitted work recused themselves from voting during the viewing.)

Distinguished for their focus on services or making connections with the brands, special recognition for Creative Best Spots of 2006 went to:

-- Campaign of the Year: Toyota Camry “Camryality”
Agency: Conill/Los Angeles

-- Honorable Mention Campaign: Tide “Thank You”
Agency: Conill/New York

-- Standout Spot of the Year: Energizer “Immortal”
Agency: Grupo Gallegos/Long Beach, Calif.

For a complete list of the Creative Best Spots of 2006, visit http://www.marketingymedios.com

The Campaign of the Year, Toyota Camry “Camryality was created by Conill/Los Angeles’ Pablo Buffagni, vp, creative director. “There’s an inescapable sense of voyeurism as you watch these real-life spots,” said MyM editor Nancy Ayala. “The spots say cool, uninhibited, free. Stodgy feelings be gone.” Best Spots guest judge Galván applauded “Camryality” for “killing myths” about the Toyota Camry.

Tide’s “Thank You” campaign, which was created by judge López of Conill/New York, received Honorable Mention. Guest judge Alcázar reflected that it’s difficult to get through that extra layer of insight for a large company like P&G, but Conill managed to pierce through. “That’s the work of really good insight, very good planning and creative working together,” said Alcázar.

The Standout Spot of the Year went to Energizer’s “Immortal,” created by Grupo Gallegos’ Favio Ucedo and Juan Oubiña. “Immortal” was the only spot to get a unanimous “yes” from the panel of guest judges.

The Best Spots of 2006 will be showcased at the 3rd Annual Voz Latina Hispanic Marketing Conference on April 26, 2007, at the Hotel InterContinental in Miami. Voz Latina is hosted by Marketing y Medios, Adweek, Brandweek and Mediaweek in conjunction with the Billboard Latin Music Awards. For more information about Voz Latina, visit http://www.marketingtohispanics.com.

For more information on Marketing y Medios, contact Wright Ferguson, Jr. at 646-654-5105. To subscribe to the Adweek Magazines carrying MyM, contact Andrea Szabo at 646-654-5889.

Adweek’s Marketing y Medios is an English-language Special Report that appears monthly in Adweek, Brandweek and Mediaweek magazines. It explores the unique challenges encountered by marketers and media serving the U.S. Hispanic population. Since launching in print and online in September 2004, the publication has inaugurated benchmark awards, including MyM’s Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year. Key industry events include Voz Latina (produced in partnership with the Billboard Latin Music Awards) and Hispanic Retail 360. Marketing y Medios was a 2005 Best Start-Up Publication finalist and a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition.

About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries in seven major market groups and 30 individual markets, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, more than 60 trade shows, and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses.

Posted by Ahorre at 08:12 AM

May 03, 2007

Total Spanish Language Advertising 2006

Hispanic Marketing - Total advertising spending for Spanish-Language media reached $5.59 billion in 2006, increasing 14.4% over 2005, according to Nielsen Monitor-Plus, the global advertising information service of The Nielsen Company. Every medium reported increased growth with the greatest dollar increase seen from Network TV ($364 million). Spot Radio had the largest increase in terms of percent change (31%), followed by Cable Television rising 20% over the year before.

“Advertising on Spanish-Language media continues to show healthy growth across all media, especially in Local Radio, Cable TV, and Network TV,” said Brian Lane, SVP Client Strategy & Product Management for Nielsen Monitor-Plus.

With $264.2 million in spending, Broadcast Media Partners (the parent company of Univision as well as various music and video businesses) is the largest advertiser across all Spanish-Language media. Mainstream advertisers make up the remainder of the Top 20. Overall, the Top 20 advertisers grew 4.7%. More than half of the advertisers experienced increases, ranging from Procter & Gamble adding 5% to their Spanish-Language advertising budget to AT&T growing a substantial 69% last year. Collectively, the four automakers on the list (General Motors, Ford, Toyota, and DaimlerChrysler) spent $348 million targeting the Spanish-Language population in 2006. Coca-Cola increased spending 65%, while their main competitor and the only other soft drink company on the list, PepsiCo, cut back 22%.

Spending for the Top 20 product categories reached $3.7 billion in 2006. The Automotive category (defined as the sum of Factory and Dealer Association advertising) had the most spending at $630 million, more than double the dollar amount of the number two category, Department Stores, spending $269 million. Quick-Service Restaurants follows closely as the third largest category, with $258 million.

For the 68 Spanish-Language radio stations that Monitor-Plus measures in 21 markets, the top product categories are slightly different than those across all Spanish-Language media, including many local categories such as Nightclubs, Bank and Mortgage Services, Concerts, Legal Services, and Political Campaigns. Spending for the Top 20 radio categories reached $386 million in 2006. Not surprisingly, the number one category was Local Automotive Dealerships spending $56.7 million.

Posted by Ahorre at 07:22 PM

January 09, 2007

Marketing to U.S. Hispanic and Latin America

ALM's Strategic Research Institute will be hosting the 13th Annual Marketing to U.S. Hispanics & Latin America, January 21 to 23, 2007 at the Miami Beach Resort and Spa in Miami Beach.

This year's line-up will include demographics guru, William Frey who will share some new data on population growth and shifts that can impact Hispanic marketing plans for 2007. Brand teams from Maybelline Garnier NY, Sony Electronics, Wachovia, Wells Fargo, Western Union, MTV, AstraZeneca and more will reveal their success stories and strategies. This year's agenda will discuss a variety of case studies ranging from Sony consumer electronics promotional campaigns to "The Cleaning Hunk", a viral marketing campaign reaching Latinas online, to aggressive direct marketing by Catholic Charities. From multinational advertising to regional cable channel strategies, this is a one-stop-shop to glean the latest and the best in Hispanic and Latin American marketing strategies.

GROUP DISCOUNTS ON REGISTRATIONS: Discounts are available for group registrations. For more information, please contact:

Rupa Ranganathan
Senior Vice President and Ethnic Strategist
ALM's Strategic Research Institute
Phone: 212-967-0095 ext. 252
E-mail: rranganathan@srinstitute.com

PARTIAL LIST OF DELEGATES:
American Legacy -Foundation
Bank of America
Batanga
BeautiControl
CBS Outdoor Latino
CityReach Latino
Cullari Communications
DDR Global
Directions in Research
Fox Sports en Espanol
Geoscape International
International Speedway Corporation
Intramed Educational Group
Laticrete International
Johnson & Johnson
Lacrete Company Inc.
Lightspeed Research
Maybelline Garnier NY
McNeil Consumer Healthcare
Merck & Company
Meredith Hispanic Ventures
Millward Brown
Norman Hecht Research
Opinion Access Group
Palace Entertainment
Radio Advertising Bureau
Red Bull North America
Rich Products Corporation
Sony Consumer Electronics
South Jersey Energy Savings Plus
Spencer Advertising and Marketing
The Florida Marlins
Telemundo
Touch-N-Buy
TransPerfect Translations
Univision
Wachovia
Wells Fargo
Western Union
Wing Latino International
Utilis Research -Consulting

This year's sponsors and exhibitors include:
ADS Direct Media
Blackstone
CityReach Latino
DDR Global
The Florida Marlins
Geoscape International
The Inter-Americas Cup Challenge
Latin Pulse
Lightspeed Research
Opinion Access Corp.
TransPerfect Translations

Posted by Ahorre at 07:58 AM

Dallas Hispanic Market Grocery Sales

Ci Ci Rojas of the Greater Dallas Hispanic Chamber of Commerce says it's a demographic that spends more on groceries than the average person. “$2.1 billion are spent by Hispanic families on groceries annually in Dallas/ Fort Worth,” Rojas said. “That equates to $178 million on a monthly basis.”

Posted by Ahorre at 07:26 AM

December 27, 2006

2006 Christmas Shopping Stats

Statistics on the Christmas shopping season are already coming in and while retail stores made a lackluster showing overall - business online set new records. This article from the Associated Press today said "Online spending from Nov. 1 through Wednesday reached $21.68 billion, a 26% increase compared with 2005, according to ComScore Networks, an Internet research company. That was better than the 24% rise that ComScore had expected. Amazon.com reported yesterday that the season finished as its "best ever," with the busiest day being Dec. 11. Yahoo! Shopping reported yesterday that its holiday season beat internal forecasts. It said that the number of shoppers to the site rose 24% in December compared to the year-earlier period. Traffic to merchants rose 30% in the past month, compared to the year-earlier period."

Posted by Ahorre at 02:11 AM

December 21, 2006

Negociantes reconocen aporte latino a economía en Gwinnett

Negocios .- Empresarios latinos y estadounidenses del condado de Gwinnett y miembros de la Cámara de Comercio de Gwinnett se reunieron y celebraron la influencia de la comunidad latina en el condado y el crecimiento económico que los hispanos han aportado a Georgia.

Alrededor de 300 líderes y negociantes participaron en el evento cultural “Hispanic Community Connection” en las instalaciones de la cámara, según el vicepresidente del departamento de comunicaciones de la cámara Demming Bass.

Posted by Ahorre.com at 02:59 PM

December 03, 2006

Depaul University Multicultural Marketing Program

The Chicago-based university announced Friday that its College of Commerce is launching an undergraduate major in Multicultural Marketing Hispanic Marketplace in the fall of 2007. DePaul joins just three other prominent universities nationwide Southern Methodist University, Florida State University and University of California at Los Angeles

Posted by Ahorre at 12:11 AM

October 18, 2006

How Nielson Measures Hispanic Ratings

By Christian Lewis - The first panel discussion of the Fourth Annual Hispanic Summit 2006 here addressed the question of how to generate revenue with advertising in the rapidly changing -- and easily misunderstood -- Hispanic market.

The discussion involved Monica Gil, vice president of communications and community affairs, Nielsen Media Research; Veronica Payán González, managing partner, d exposito & partners; Mark Lopez, publisher, AOL Latino; Cynthia Perkins-Roberts, VP of diversity marketing and business development, Cabletelevision Advertising Bureau; Court Stroud, executive VP and sales manager, Azteca America; and Phillip Woodie, director of multicultural sales, Comcast Spotlight.

On the subject of measuring ratings, Gil described how the process worked, with Nielsen randomly selecting subscribers either for a “people meter” or diary system, both of which go into homes and are wired to all TV sets within a household.

The people meter -- placed in 5,100 households across the country -- measures what program is being tuned to and which individual within the household is watching. The diary system is used in 56 of the largest markets and is limited to TV-set tuning. Nielsen uses the results of both measuring systems for its reports.

Asked about fair sampling, Gil said all Nielsen families were kept confidential and each was in steady communication with bilingual Nielsen representatives.

And as for keeping up with trends in out-of-home viewing, such as via cellular phones and iPods, Nielsen plans to roll out better measurement devices in 2008.

But most of the panel’s discussion fell in the realm of programming, with the major question being: What direction should programming be moving in?

“It’s going to take a lot of different elements to reach the Hispanic market completely,” González said. “When you look at the mix of TV, it’s going to have some drama, some humor, things that make you laugh and make you cry. It’s going to be in English, it’s going to be in Spanish, it’s going to be in Spanglish. We are a complex people … even more segmented than our general market counterparts.”

Woodie agreed, saying that there were not only new programming options, but also new technologies available to cater to different market plans.

But Stroud saw it differently. He said that despite the fact that 50% of Hispanics were English-dominant or bilingual, 75% of the impressions during primetime Monday-Friday from the first two weeks of October were in Spanish. “Today, Spanish is the vehicle of choice for people trying to reach Hispanic viewers,” he added.

Perkins-Roberts saw similarities between the Hispanic and African-American marketplaces. She said it was important not to lump everyone into general categories, that marketing was becoming more personalized and that Hispanic viewers responded most to the “culturally relevant.” By extension, Gil noted that the most successful shows in the demographic also had diverse casts.

The biggest divide in the discussion came on the subject of how to target. Woodie suggested that targeting the individual worked best. “If you are PoliGrip, you don’t care about masses, you care about people who have no teeth,” he said, adding that technologies such as on-demand better enabled such targeting.

But Stroud called that notion an offshoot of the old argument between broadcasters and cablers. He said it all depends on the campaign. A new ad spot for Gatorade, for example, might be more successful when tied to events -- “things that generate water-cooler conversation.”

After some back-and-forth, González finally interjected: “It depends on the business goals.”

The question-and-answer session that followed was brief. Asked whether Nielsen was measuring DVR usage, Gil said yes, for same-day usage up to 27 days.

A lingering question was what the upfront would be like next year, to which there was no easy answer. Stroud said it was difficult to gauge based on this year, given factors such as the Univision sale. Gonzalez agreed, adding that advertisers were looking very hard at how they wanted to use their budgets, with some holding back from full spending initially to see what changes could occur and others favoring integrated marketing packages.

Posted by Ahorre at 10:25 PM

August 28, 2006

About Cuban Demographics

Compared with the rest of the Hispanic population in the United States, Cubans are older, have a higher level of education, higher median household income and higher rate of home ownership.

While there are important differences among Cubans, particularly between those who arrived before 1980 and those who arrived in subsequent years, as a group Cubans in the United States are distinct in many ways from the rest of the Hispanic population. Pew Hispanic

Posted by Ahorre at 07:06 AM

July 25, 2006

US Hispanic Owned Companies

100 Fastest-Growing U.S. Hispanic-Owned Companies Featured In the July/August Issue of Hispanic Business Magazine.

HISPANIC WIRE - A directory and analysis of the 100 Fastest-Growing U.S. Hispanic-Owned Companies will be featured in the July/August double issue of Hispanic Business magazine. Five-year revenue growth for the companies in the directory jumped to 334 percent in 2006, an increase of 35 percent from 2005. San Antonio-based TerraHealth, Inc., which specializes in healthcare and military support, was the fastest-growing company on the list with reported growth of 8,339 percent since 2001. Anthony Terrazas, CEO of TerraHealth and former Medical Service Corps officer relied on his own knowledge of the Department of Defense procurement systems and military healthcare missions to drive up revenues.

Other top companies with the greatest percentages of growth included Prime Choice Foods Inc. of Bristol, VA at 8,085 percent; Milagro Packaging of Dundee, MI at 7,601 percent; BH Capital Partners LLC of Coral Gables, FL at 5,845 percent; and Mayorga Coffee Roaster Inc. of Rockville, MD at 5,150 percent. An analysis of the 100 Fastest-Growing Companies will be available on http://www.HispanicBusiness.com beginning August 1.

The July/August issue also includes a directory of the Hispanic Business Top 50 Exporters, which accounted for $2.57 billion in exports in 2005. Florida-based, Hispanic-owned companies made up over half of the Top 50 but accounted for $2.3 billion in exports. Wholesale remained the top export industry with a total of $2.28 billion among 22 companies. Miami-based Brightstar Corporation, a distributor of value-added services for the wireless industry, topped off the list at $1.54 billion in exports. Brightstar was also the second fastest-growing company by dollar growth, with total revenues of $2.25 billion in 2005.

Posted by Ahorre at 04:32 PM