November 06, 2009
Hispanic and Latino Digital Media Panels
WPP Chief Executive Martin Sorrell highlighted several times the importance of Latin American markets during his keynote speech titled “2010-What’s coming down the line” at the ad:tech New York Conference and Expo. "There's a shift in power, which I still don't think we fully understand here standing in New York, from the West to the East -- and modify that to the South," said Sorrell, referring to China and India in the East and Latin America in the South. "Every single client we deal with is focusing on these parts of the world for growth."
During the first six months of 2009, 35.8 percent of WPP's revenue came from North America, 38.1 percent from the U.K. and Western Europe, and 26.1 percent from the rest of the world, according to the company's earnings report.
Still a low percentage of Advertising Budgets - Sorrell said he also expects online marketing budgets to catch up with consumer use of new media. Currently, clients spend about 12 percent of their marketing budgets online, he said. Yet consumers spend 20 to 28 percent of their time online. In both Latin America and the U.S. Hispanic market that proportion is well below 10%.of overall advertising market expenditures.
Hispanic and Latino Digital Media Panel - One session during the Conference was titled “Reaching the U.S. Hispanic and Latino Digital Consumer”. Liz Saracheck Blacker , SVP Digital Sales at Impremedia, participated in the panel together with Peter Blacker, Executive VP, Digital Media & Emerging Businesses, NBC Universal / Telemundo, Mark Lopez, COO, Terra Networks USA, Rafael Urbina Quintero, Chairman and CEO, Batanga and Patircia Romero, National Manager, Multicultural Marketing, Hyundai. The panel was moderated by Rick Marroquin, fomer CMO of Batanga and now Executive VP, Managing Director, Mediabrands. The panel analyzed the impact of the next census likely result that U.S. Hispanics and Latinos will represent more than 20% of the US population. Attendees, agreed that it is now critical for almost all marketers to proactively reach out to and develop a dedicated marketing communications strategy for the US Hispanic and Latino market and it is equally important for digital to be at the heart of this strategy.
Impremedia’s Blacker added that some industries are “getting” the Hispanic digital market and others are not yet. Among the ones that are not yet, she included finance, while telecommunications and entertainment companies are already using digital media to reach the Hispanic population. She added that its key to use a culturally relevant environment (including in-language) to address the Hispanics and Latin Americans in an effective way.
Posted by Ahorre at 09:11 AM
April 11, 2007
Coors Brewing Hispanic Multicultural Marketing
Hispanic PR - Coors Brewing Company is rolling out its 2007 multicultural marketing strategy which builds on positioning Coors Light(R) as the beer as cold and refreshing as the Rocky Mountains.
Coors Brewing Company is rolling out its 2007 multicultural marketing strategy which builds on positioning Coors Light(R) as the beer as cold and refreshing as the Rocky Mountains.
"The African American and Hispanic markets together make up nearly one-third of the population in the U.S. and 21 percent of all U.S. males ages 21-34 are Hispanic," said Cardenas. "While Coors Light's cold refreshment is the same for any consumer, we tailor how we communicate that message to ensure it builds the personality of the brand and connects emotionally with multicultural consumers."
The 2007 African American-focused campaign will feature street-level marketing, radio, out-of-home and print ads in key markets. To reach bilingual Hispanic consumers, Coors will launch an integrated campaign including TV, radio, out-of-home, event marketing, retail promotions and point-of-sale programs. New Coors Light Spanish language advertising features the tagline, "Refresca Tu Mundo" (Refreshes Your World), reflecting the general market tagline, "The World's Most Refreshing Beer", but communicating the brand value in a personal way.
A series of new Hispanic television spots will air in 2007. The spots convey the cold refreshment of Coors Light and highlight the latest round of Coors Light's product initiatives, including the Cold Activated Bottle and the Frost Brew Liner. The ad themes speak to the lifestyle of young adult Latino male consumers including recognition of this market segment's passion for American football.
Posted by Ahorre at 08:10 AM
January 27, 2007
Our Lady Lake University Hispanic Marketing Programs
Our Lady of the Lake University will soon become one of a handful of schools nationwide training students to market specifically to Hispanics. The Catholic university plans to start offering a bachelor's degree in Hispanic marketing in the fall, officials announced Friday.
Hispanics are the nation's youngest and fastest-growing ethnic group with an estimated population of more than 40 million. They have more spending money than any other minority group, according to the Census Bureau.
But around the country, just a few universities have a strict focus on marketing to Latinos in the United States. DePaul University in Chicago recently announced a major. Southern Methodist University in Dallas offers training on marketing to Hispanics. Florida State University in Tallahassee, Fla., has an undergraduate minor and a graduate certificate program in Hispanic marketing communication.
Our Lady of the Lake has an advantage since it's located in San Antonio, one of Texas' most Hispanic cities and home to some of the country's best-known Latino marketing firms. Members of SAVision, the Hispanic marketing division of the American Marketing Association, worked with the university on the Hispanic marketing degree.
"OLLU will be the pioneer and work out the bugs so it can be emulated by other universities," said Diane Huth, chairwoman of SAVision. "The whole focus is to professionalize this multibillion-dollar market." Professors have established seven courses for the major. University officials expect 15 students to enroll at first.
Students majoring in Hispanic marketing will learn to craft marketing messages from the Latino point of view instead of relying on stereotypes, said Velma Gooding, a visiting professor who is heading the new major.
Posted by Ahorre at 11:42 PM
January 24, 2007
New York Spanish Radio Market
Hispanic USA - When the announcement came this month that radio morning show host Luis Jimenez had jumped ship for a reported $5 million a year, the reaction from many was surely, “Who? For how much?”
The truth is, if you don’t know who he is you don’t know radio.
For Spanish speakers across the tri state area, $5 million for the top-rated mastermind behind the immensely popular “El vacilon de la mañana” is right in keeping with what he does for radio station ratings. The show attracts millions of loyal listeners during morning drive time. It counts 900,000 in the New York Metropolitan area alone, glued to Jimenez and crew’s mix of comedy, song parodies, crank calls and celebrity interviews.
In fact, break it down, and Jimenez’s rumored $5 million deal with Univision works out to a little over a buck-a-year for each of his estimated 4 million or more daily listeners.
Numbers like that repeatedly made the show the No. 1 in the Big Apple, and not just in Spanish. Time and again, it ranked ahead of anything else on the air during that time, in English or Spanish. In fact, before Howard Stern exited to satellite radio in 2005, El vacilon’s ratings frequently beat the shock-radio king’s in the New York region.
But Jimenez is not alone. Spanish-language radio is beating out English-language stations nationwide, outpacing the general market in both audience growth and revenue. And that’s not expected to end any time soon. Monterrey, Calif.-based Kagan Research predicts ad revenue at Spanish-language stations will grow at more than double the overall industry rate through 2010.
Univision and SBS both boasted double-digit year-over-year ratings gains in 2006, and Spanish-language stations across the country are overtaking standard English-language programming. The Washington Post recently reported that while fewer than 750 of the nation’s 12,500 stations broadcast in Spanish, “the audience share of Spanish-language stations now collectively surpass that of many traditional radio formats, including country music, rock and Top 40.”
And, in head-to-head competition, Spanish-language outlets are beating their English-language counterparts in markets across the nation. Also, while English-language radio operators are seeing flat ad revenue growth and ratings slumps, Hispanic Business Magazine’s HispanTelligence estimated in December that local Spanish-language stations in the top markets saw growth of 4 percent in ’06 over ’05, to $512 million, and that national numbers were up nearly 7 percent, to $214 million.
Kagan is projecting more of the same in the years to come, with an average growth of 5.3 percent every year through 2010. This year, the research firm predicts Spanish-language radio ad revenues will grow 6 percent, far more than the 2 to 3 percent forecast for the industry as a whole. After that, Kagan expects growth of 5 percent a year through the end of the decade.
The ratings and revenue boom is being driven by two major factors, according to Kagan’s Deanna Myers. First, advertisers recognize that Latinos are the biggest and fastest growing group in the United States . Second, advertisers know that with numbers come dollars. Hispanic buying power already tops $800 billion and is expected to hit $1 trillion in three years.
Some non-Spanish operators have already caught on. Clear Channel, which owns primarily English-language stations, has shifted to Spanish-language formats in 28 markets since 2004.
Right now, they are in the process of selling off 448 of their stations. But only two of the ones up for sale are Spanish-language stations.
Maybe Clear Channel knows something: if you’re looking to grow, Spanish is the way to go.
By Jose Cancela is Principal of Hispanic USA Inc, a full service Hispanic market consulting firm. He has also authored his first book due out Mar 13th.
“The Power of Business en Español, Seven Fundamental Keys to Unlocking the Potential of the Spanish Language Hispanic Market” Rayo / HarperCollins.
Posted by Ahorre at 05:46 PM
January 17, 2007
Ad Agency OLE Reorganizes Four Business Units
Promotion of Three Key Executives; Changes in Partnership and Creative Leadership
New York Hispanic PR - OLE, the New York-based advertising agency focused on the U.S. Hispanic market, today announced a new strengthened organizational structure as it goes into its fourth year of operation. Javier Escobedo, Managing Partner, presented the new business units, announced the promotion of key employees to lead them, and reported changes in the partner roster and creative leadership at the agency.
"We have grouped the fastest-growing areas of our agency under strong leaders, ensuring that we maintain our high quality in the multiple services we provide to clients," said Escobedo. "This will further increase client and team satisfaction, paving the way for continued growth by providing our clients with the specialized marketing services they need."
On the Creative side, Paco Olavarrieta, who had been Creative Partner since OLE's founding, has decided to pursue other interests. He will be succeeded by Carlos "Charly" Tornell who since early 2006 has been the leader of the OLE's Mexico City creative office. "This office was created via a partnership with local independent shop Oveja Negra, enabling OLE's clients to benefit from the vast top-notch bilingual and bicultural talent pool available in Mexico," said Tornell. A 15-year advertising veteran, he now takes the overall Creative Director role at OLE while maintaining his duties at the Mexico City operation. On his departure, Olavarrieta said: "OLE has been a great ride that we started from a coffee shop, but a cycle has come to an end and it is time for me to look for new horizons. I leave OLE with a strong creative team that will continue developing the agency into the future." Escobedo added: "Everyone at OLE is thankful for Paco's contributions and wish him the bes! t in his future projects."
The new organization will maintain the strong Strategy & Research Business Unit which will continue to be led by Monica Sanchez. She becomes Partner in addition to her Business Unit Director role, in recognition of her valuable contributions to clients' businesses and her accomplishments in building OLE's management consulting capabilities.
The three new Business Units and newly promoted Business Unit Directors are: Online, Alternative Media and Language Services, to be headed by Bruni Topete; Planning and Below-the-Line Marketing to be led by Gabriel Velasco; and Creative Management, driven by Marlene Roque. Media will continue to be led by Monica Camacho as Business Unit Manager. In addition to their operational responsibilities, each of the Business Unit Directors retains their client management duties and will continue to service their current accounts.
In its third year of operation OLE saw solid business success with the added benefit of a good crop of awards, including most recently two Gold W3 awards for online campaigns. OLE was ranked 15th in the Top-20 Independent Hispanic Ad Agencies ranking by Hispanic Business Magazine and is in the Top-40 of the Advertising Age Hispanic Agency ranking.
About OLE
OLE(R), based in New York City, is an independent, full-service, advertising agency focused on the U.S. Hispanic Market. By combining management, marketing and creative disciplines, OLE has brought unprecedented success to its client roster which has grown to include blue-chip clients from a variety of industries including retailing, financial services, food, media, household cleaning products and non-profit organizations.
Posted by Ahorre at 11:35 AM
December 21, 2006
Marketing Video of Seth Godin at Google
Posted by Ahorre at 10:54 AM
August 11, 2006
Spanish Marketing or English Marketing
Some Hispanic Households are Multi Generation - so how marketers speak to Hispanic consumers must vary.
So the question is - Do I market in the Spanish language or do I market in English?
That’s why successful marketers will make use of the wealth of Hispanic household-level information that exists to ensure that they deliver the right message to the right Hispanic household.
For example, marketers need to communicate their messages in English when trying to reach affluent grandparents -- who are highly acculturated, do not speak Spanish at home and do not read or watch Hispanic media. In addition, marketers might do well to understand that affluent grandparents feel very blessed to have reached their level of financial security and would never forget their family or their cultural heritage.
On the other hand, Spanish language and media are important to moderately acculturated young families, who speak Spanish at home. Their kids, career and conservative values are all important hot buttons that marketers can press in order to elicit a response.
Posted by Ahorre at 07:38 AM
August 10, 2006
The Growing Hispanic Market
Hispanics are the most rapidly growing ethnic group in the United States. And, because they’re also becoming increasingly affluent, their importance to marketers has never been greater.
In 2006, about 11.6 million U.S. households -- that’s one in every 10 -- are Hispanic. This translates into a Hispanic population of about 42 million. The U.S. Census estimates that by 2020, the Hispanic population will reach 60 million -- or almost 18 percent of the total U.S. population.
The economic influence of Hispanics is growing even faster than their population. Nielsen Media Research estimates that the buying power of Hispanics will exceed $1 trillion by 2008 -- a 55 percent increase over 2003 levels.
Posted by Ahorre at 11:12 PM