January 29, 2010
Hispanic Marketing: Los Angeles
2009 Hispanic Marketing: Los Angeles - Los Angeles Marriott: 5855 West Century Boulevard
Los Angeles , CA 90045 - 5/14/2009 7:00 AM - 5/14/2009 5:00 PM
Details Schedule Registration Travel Exhibitors
Past Economic Trends Suggest Hispanics are Recession Aloof
Register for AMA’s Hispanic Marketing Hot Topic Series today! Don’t miss this opportunity to learn how you can quickly position your company for growth and to potentially leapfrog your competition by devising a winning Hispanic marketing strategy
ABOUT THE SERIES - Over the last one hundred years, few groups have had as great an impact on the demography of the United States as Hispanics, with the most dramatic impact taking place over the last few decades. The Hispanic population of the United States is estimated to have reached 45.5 million – or 15 percent of the nation’s total population – making Hispanics the nation’s largest cultural segment. Looking beyond 2010, growth projections reflect double-digit proportions for every ten-year period between 2000 and 2050. Clearly, it can’t be denied that this significant Hispanic demographic shift is one of the greatest transformational forces of the 21st century.
With a purchasing power estimated at $926.1 billion and increasing sophistication as consumers, the Hispanic Market is indisputably a critical segment of companies’ core consumer base and one that requires disciplined and holistic strategic integration for profit maximization.
In this Hispanic Marketing Hot Topic seminar, mid to senior-level decision makers from across industries will learn from the brightest minds in Corporate, Academia, Authors and Consultants. They will share their knowledge and perspectives on Hispanic marketing research, consumer insights and behavior, marketing best practices and overall Hispanic organizational strategies that are integrated, aligned and sustainable. This full day seminar goes beyond the tactics and will expose you to a higher level of thinking and understanding of what is required to create Hispanic market strategies that are include the entire organization, gain internal traction, are market relevant and achieve sustainable Hispanic market success.
If you are in charge of taking your company’s Hispanic market initiative to the next level, you can’t afford to miss this Seminar!
FACULTY - Terry Soto, CEO, About Marketing Solutions & Author 'Marketing to Hispanics: A Strategic Approach to Assessing & Planning Your Initiative' (Chairperson)
Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University and Author of 'Hispanic Marketing: A Cultural Perspective'
Russell A. Bennett, Vice President, Latino Health Solutions, United Health Care
Posted by Ahorre at 04:43 AM
September 15, 2007
FSU Multicultural Marketing Equation Report
Hispanic Marketing - The Florida State University Center for Hispanic Marketing Communication released its first study of its 2007 series of reports on the Multicultural Marketing Equation.
These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).
Dr. Felipe Korzenny, Director of the Center, indicates that “this is a pioneer study that emphasizes the complementarity between established and emerging media” and the degree to which the media habits are being driven by the soon to be new majority.”
Key trends include:
Old media and new media share the attention of online consumers across different cultural groups. NHW tend to be laggards when it comes to new technologies while members of emerging minorities are venturesome and eager to explore. The typical alternative explanation for this is that these minorities are younger. This study, however, shows that after controlling for age, NHW continue to be laggards regardless of age.
The importance of the native language of consumers is evidenced in the degree to which A, HE, and HS use the media in a language other than English. They use these media in other languages proportional to their acculturation levels. That is not surprising per se but it does point to how the language of media offerings evolves and the importance that marketers have to place in going beyond language and more into connecting through other cultural avenues with these important emerging groups.
The study was conducted online with approximately 2500 respondents about equally divided by cultural/language group.
To view report CLICK on link below (Adobe Acrobat Reader required):
< http://hmc.comm.fsu.edu/OldandNewMedia091307.pdf>
Posted by Ahorre at 01:51 PM
December 06, 2005
Marketing Hispanic Youth Market
Hispanic Youth Market June 2005 - The median age for Hispanics was 26.7 in July 2003, compared with 35.9 for the overall U.S. population, according to the Census Bureau. While the U.S. median age continues to rise, from 35.3 years in 2000, the median age of Hispanics remains the lowest of all groups.
Currently, 34.1 percent of Hispanics are younger than 18 (compared with 25.1 percent of the total U.S. population). In 2001, the fertility rate (the average number of children each woman will have during her lifetime) for Hispanics was 2.4 – higher than the national rate of 2.1, which also represents the natural replacement level. Live births per 1,000 Hispanic women is 96, the total U.S. rate is only 64.2, or more than 30 points lower. Hispanic Internet - 17 Million Young Workers
Posted by Ahorre at 12:10 AM
November 08, 2005
Marketing to Hispanics and Why
DMNews - While marketers and retailers increasingly focus on the $690 billion Hispanic market, little attention has been given to this ethnic group’s presence on the Web. Whereas more marketers are diverting general market ad dollars to point-of-purchase destinations online, similar overtures have not been made in minority communities. This is especially the case with the Hispanic marketplace.
For example, last year more than $3 billion was spent in targeted niche advertising toward the Hispanic population in America. However, only a small fraction of this was spent on online advertising, with the bulk going toward print, television and radio campaigns.
Why Now
The key obstacles that traditionally exclude minorities in non-cash and carry fiduciary exchanges are breaking down. Economically, with annual incomes exceeding $100,000, Hispanics are among the fastest-growing upwardly mobile segments of American society.
So, now you have a population with more means and the broadband technology to make e-commerce part of their buying habits. The tendencies of the upscale Hispanic community are no different from that of the rest of the population.
Who’s Getting It and Why
Web sites like Yahoo en Espanol, ESPN Deportes and Southwest Airlines’ site make it easy to access bilingual information without feeling as if you are accessing services inferior to the English version.The bilingual factor is essential in e-commerce outreach to the Hispanic community. While much of the U.S. Hispanic population is fluent in English, for many the comfort level is with the Spanish language. By offering bilingual sites, companies give the Hispanic community a choice and show that they are important consumers.
Acquiring Customers
Acquiring Hispanic customers is done on two fronts. First is the integration of the Web site into other ad streams geared toward Hispanics, like print, television or radio. ESPN does a great job of this with its Deportes TV network. The second is advertising in key Spanish print publications.
Joseph Anthony is CEO of Vital Marketing, a New York advertising agency specializing in youth and multicultural marketing. His e-mail address is janthony@thevitalgroup.com.
Posted by Ahorre at 05:22 PM
September 05, 2005
Spanglish by Ilan Stavans
Spanglish - Birmingham, Alabama, Sep 15 (EFE).- Ilan Stavans, author of "Spanglish: The Making of a New American Language" (Rayo, 2003) asserts that this linguistic phenomenon is catching on among all U.S. Hispanics regardless of ethnicity or social class.
Speaking by telephone with EFE, the Mexican-born author and university professor said that despite its enormous visibility, it is very difficult to estimate the number of people who speak Spanglish in the United States. "Spanglish is a cultural as well as a linguistic phenomenon at the same time," Stavans indicated.
"There are some 38.9 million Latinos in the United States and many of them speak Spanglish, but there are also many people who without being Hispanic use Spanglish for work, professional or other reasons," the writer noted.
Stavans, 42, offered several definitions of Spanglish, including the switching from English to Spanish or conversely, inserting linguistic inventions derived from one language into the other tongue, and using English grammatical forms even when only Spanish is spoken.
Some widespread examples of this last type of Spanglish are "que tenga buen dia" or "llamar para atras," which are literal un-grammatical translations of "have a nice day" and "call back."
"Use of this type of expression indicates that the speaker has lived in a country where the other language predominates," the expert explained.
Though some linguists contend that Spanglish is an intermediate point between speaking Spanish and fully learning English, Stavans does not fully concur.
"In the United States with its population explosion, and aware that there is or was bilingual education and that multiculturalism allows us to reclaim our own heritage and language, we Latinos are learning English, but we're not abandoning Spanish or Spanglish, either," Stavans noted.
Stavans pointed out that the continual migratory flow between Spanish-speaking countries and the United States is a factor that encourages the emergence of Spanglish, and at the same time differentiates it historically from the linguistic experiences of other immigrant groups.
"We Latinos have been continuously coming to this country and there are no first, second or third generations."
"When the Nicaraguans began to lose their Spanish, the Salvadorans and Guatemalans arrived," Stavans added as an example.
He also noted that the large number of Spanish television, radio and newspaper outlets have made the survival of Spanish in the United States possible, which is something that has not occurred with the languages of other immigrant groups.
Besides the existence of a strong Spanish media, Stavans underscored the geographic proximity of Mexico, Cuba and Puerto Rico to the United States, for example, as another element in helping to preserve Hispanics' native language. Other immigrant groups have not had this advantage, either.
Additionally, Hispanic children and adolescents share a playful urge to mix the languages they are exposed to and defy authority by erasing the linguistic borders that serve to maintain the purity of each language.
"Spanglish is an incredibly creative, even artistic expression of communication. It's also a demonstration of an enterprising business spirit that uses whatever language it can to communicate, even if this angers academics and experts," he said.
Spanglish arose in response to the needs of the working classes, but eventually the upper classes and the cultural elite began to pay attention.
Stavans compares Spanglish to jazz, which originated among people who did not read music and so had to improvise, and eventually this art form spread throughout the world.
"In Miami, academics, members of the media, doctors, etc. speak Spanglish," said the author to prove how this linguistic phenomenon has broken educational and social barriers.
"In the end, people, not scholars, are the real owners of a language," he concluded. EFE
Copyright 2003 Efe. All Rights Reserved.
Posted by Ahorre at 02:43 PM
August 16, 2005
Hispanic Market the Next Media Frontier
Michelle Koidin Jafee - While circulation is declining at big city newspapers in the cable television and Internet era, new Spanish language and bilingual newspapers are growing. Why? They've figured out how to tap into an underserved market by providing authentic voices and practical information such as where to go for childhood immunizations.
That's according to editors of such publications who discussed the issue Wednesday at the Association for Education in Journalism and Mass Communication's annual meeting in San Antonio.
Though the United States long has had a crop of Spanish-language newspapers, only in the past five years have mainstream media organizations realized the potential of catering to the blossoming Hispanic population by starting papers that provide local news and operate under the U.S. journalistic precepts of accuracy and balance.
"I liken it to the Internet," said Gilbert Bailon, editor of Al Dia, a six-day-a-week Spanish-language paper published by the Dallas Morning News. "People woke up and said, 'things have changed.'"
In less than two years, the paper's wholly bilingual reporters have begun uncovering stories previously not found by other journalists, he said. "This is an operation that is viable and will be around long-term," Bailon said.
It's a movement that not only will benefit Hispanics but the wider community by keeping people informed, lending to harmony and political participation, said Federico Subervi, a professor of communication at Texas State University who has been studying Spanish-language media for about 20 years.
Reporters for these new publications are providing relevant stories by going out into the communities and getting authentic voices, Subervi told the 40 or so journalism professors in the audience.
With at least three Hispanic-oriented newspapers, majority-Hispanic San Antonio represents a microcosm of what the rest of the country will experience, said Arturo Fux of the local Telemundo station.
The San Antonio Express-News launched one of those publications, Conexion, last year. Written 85 percent in English and 15 percent in Spanish, the weekly paper aims at assimilated, acculturated people who generally have
adopted English, said Dino Chiecchi, editor of Hispanic Publications at the Express-News.
"Our mission is to try to celebrate being Hispanic," he said, "to write about the things Hispanics are doing."
He mentioned the paper's series on twin girls who originally said they wanted a car rather than a quinceanera but after hearing about the coming-out parties for 15-year-old girls from their friends decided to celebrate their
heritage and culture.
Meanwhile, the Spanish-language, five-day-a-week Rumbo newspaper, introduced last year in San Antonio, Houston, Austin and the Rio Grande Valley, caters mainly to first-generation Hispanics.
"That's the person we're trying to help make it here," said Edward Schumacher Matos, CEO of Meximerica, which publishes Rumbo. "Our hope," Matos said, "is to continue launching more Rumbos."
Source: Copyright (c) 2005, San Antonio Express-News
Posted by Ahorre at 09:07 PM
August 15, 2005
Multicultural Branding
Barri Rafferty Ketchum, partner and director of Ketchum's Global Brand Practice, shares some ideas on how U.S. companies can better market their brands to the increasingly multicultural marketplace. The following are excerpts from Barri's address to the Council of Corporate Branding on multicultural marketing.
The 2000 Census served as a wake-up call for companies, especially as it pertains to the remarkable growth of the Hispanic population in the United States. The share of Hispanics -- those who identify themselves as Latino or Hispanic -- in the U.S. climbed to about 13 percent or over 35 million people, in 2000 from nine percent a decade earlier.
What does this mean as far as consumer spending power? Hispanic consumer spending power in 2001 increased an estimated 118 percent since 1990, to $452 billion of the nation's $7.1 trillion, according to the Selig Center at the University of Georgia. And spending on Hispanic advertising is expected to grow 4 percent in 2002 -- when outlays for general market advertising are expected to remain flat -- from last year's $2.2 billion.
No wonder U.S. companies are waking up to the Hispanic market. But most brands and companies continue to dabble in multicultural marketing instead of living and demonstrating it. When speaking about diversity, what does that mean? And how are you going to start within your company? Doing a single or even double-year campaign isn't going to win over a group and make you feel responsible.
I know of a major company that realizes it must do more in the Hispanic market -- it's lagging behind, but has decided not to make changes this year, given financial limitations and a corporate emphasis on ROI, so it's going to wait until next year. Is it missing the boat? Perhaps not --especially if it builds more infrastructure within the company on diversity and really underscores a long-range commitment to diversity marketing.
To me, companies that get this right and can ingrain it in their employees and their values will win in the long term. This is only the beginning of a population shift. Consider that 30 years ago, about 80 percent of the nation's school-age population was white. Today, it is about 60 percent. So, no it is not too late, but multicultural marketing will become a business table stake.
Let me offer some observations of trends and other developments on the multicultural-marketing and branding front that our global brand group has been following:
Tailor localized marketing efforts by audience and geography. Since certain geographies reflect greater demographic shifts, companies should create local programs that allow them to strategically reach minority consumer groups.
Find your voice. In reaching a diverse audience, companies should really examine who might be the most influential communicator and place to communicate your message. In one culture, the newspaper may be the best medium. In another, it may be the radio. The power of the radio personalities in the Hispanic community is much stronger than in the general market. Be sure to do your homework and test spokespeople with the target audience. It could mean the difference between hitting the mark and missing the target.
Be aware of recent anti-American backlash. Be extremely sensitive these days in terms of globalization issues. Anti-American feeling appears to be picking up again after diminishing after the September 11 bombings.
Consider cultural differences. These differences may also factor into a product's perception by an ethnic group. When speaking to your target audience, it is very important to not only make sure you understand who they are but also what their core beliefs are. Now let's begin to assess how prepared your company is to speak to this diverse audience.
Conduct a brand-marketing audit. To better understand how your company fares on diversity issues, consider conducting a brand-marketing audit. More companies are doing this -- indeed it's becoming somewhat institutionalized due to competitions to select the Top 100 companies for diversity. There are very specific criteria for the competition -- hiring, retention, promotion, employee-related issues, governance issues, supplier diversity, what the corporate brand looks like, etc.
1) In an audit, consider who your consultants are at the senior level who are helping you bring diversity to your company and thought leadership initiatives. How do you handle focus groups and are they diverse enough? And do you have the right people to understand how to market your products to a particular group?
2) Take a look at all your collateral materials and advertising. I suggest you put them all in one room. This allows you to see much more clearly who you're speaking to and who you think your audience is. A lot of companies are really surprised at what they discover. They find their advertising persona is far different from that portrayed in their annual report, for instance. Consequently, many are sending people back to look at everything -- from ad campaigns, to annual reports to Web sites -- to develop the consistent message they want to communicate.
3) How many of your companies make materials available in Spanish? When you go to an ATM machine these days, most ask you whether you want to communicate in English or Spanish. But very few companies yet have their consumer materials or services in Spanish.
4) Go into your communities to get a snapshot of real life today --especially at your children's schools. I'll bet the student makeup is far different from when you went to school. That classroom today has more Asians, African-Americans as well as kids of Hispanic and other ethnic backgrounds. Companies must work to evaporate outdated stereotypes of their communities' and work to portray real life in their communities, to clearly see the diversity and figure out how to integrate that into their marketing without it seeming forced and insincere.
Assess your vulnerability. This obviously coincides with the brand-marketing audit -- but I call it a "vulnerabilities assessment." I can't emphasize how critical this is. There are many companies -- major ones -- that are extremely "White Bread" companies. If you're not reflective of America today, you need to think about how to start to evolve to that and add diversity at different levels. If you don't, a backlash can be very damaging to your brand and reputation.
We're making real strides in the multicultural arena. Just think, in 1997, Hispanic magazine said it found only 75 companies worthy of being named to its eighth annual corporate 100 list of the best firms for Hispanics. But we have a long way to go. That became clear the other day when I noticed some findings from the Roper folks about consumer attitudes toward things businesses could do in their marketing or advertising. When asked if companies are making a real effort to market to minorities and represent them in advertising, only 16 percent said "very often" and 42 percent said "fairly often." That total percentage of 58 percent has been virtually unchanged in the past decade in similar Roper surveys.
And when asked if companies are providing positive role models that portray diverse age, racial and lifestyle groups, only 14 percent say very often and 43 percent say fairly often. That total percentage of 57 percent hasn't changed in two years, although it is up from 49 percent in 1997.
That tells us something. The bottom line, frankly, is that diversity isn't a slogan -- it's a reality. It's important that companies find ways to begin looking at the current status of their companies and what competitors are doing to market their brands to a more diverse population. The bottom line is that in order to be competitive in the future, you should be doing the same.
Posted by Ahorre at 08:08 AM
July 23, 2005
People en Espanol 2005 Hispanic Opinion Tracker
Hispanic Ad - People en Español releases their findings from the fourth wave of its comprehensive research study-the Hispanic Opinion Tracker (HOT). "The results from HOT 2005 undeniably report that Spanish-language is very much alive among US Hispanics." says Jackie Hernández-Fallous, Publisher of People en Español.
" 75% of all Hispanics feel loyalty to retailers who advertise to them in Spanish.
" 65% of all Hispanics say that Spanish language is more important to them than it was just five years ago.
" US Dominant Hispanics (21% of the overall Hispanic marketplace) are consuming more Spanish language media than they did three years ago.
For the first time-ever, the HOT study took a deeper dive into category specific consumer behaviors highlighting top advertising industries including beauty, retail, fashion, automotive, food and health. Visit Hispanic Ad
Hispanics are Purchasing at a Higher Rate than the General Population (GenPop):
" Hispanics are spending almost twice as much as the GenPop on clothing and accessories.
" Hispanics are over-indexing on usage of beauty products (hair, makeup and skincare).
" Hispanics are 14% more likely to purchase a new car within the next two years than the GenPop.
" 26% of Hispanics plan on buying a new home within the next 12 months vs. 9% of the GenPop.
Hispanics Have a Passion for Shopping, Sampling & Special Advertising Units:
" Wal-Mart, JC Penney and Sears ranked the top three stores for Hispanics to shop, with Wal-Mart leading the marketplace at 37%.
" 56% of Hispanics love to shop vs. 39% of the GenPop.
" 58% of Hispanics have purchased a retail product after receiving free samples vs. 44% of the GenPop.
" 55% of Hispanics have purchased a perfume after smelling a scent strip vs. 27% of the GenPop.
Hispanics See Celebrities as Key Influencers:
" Jennifer Lopez, Thalia, Salma Hayek & Paulina Rubio ranked the top four Hispanic female celebrities who influence Hispanic women's fashion and style.
" 36% of Hispanic women have purchased fashion-related items, as seen on celebrities vs. 13% of the GenPop.
Hispanics are Viewing Health Issues More Seriously than Ever:
" Heart disease, children's health/diet and diabetes are the top three health concerns for Hispanics.
" 73% of Hispanics always read the fine print in a magazine and/or newspaper pharmaceutical ad vs. 44% of the GenPop.
" 44% of Hispanics always use ingredients that are low in fat and cholesterol when preparing meals vs. 20% of the GenPop.
Posted by Ahorre at 11:28 AM
Hispanic Study: The Future Use Of The Spanish Language In The USA Projected to 2015 & 2025
Hispanic Ad- A study titled: "The Future Use Of The Spanish Language In The USA -- Projected to 2015 & 2025" just released by Hispanic U.S.A. Inc. reveals startling results about the dramatic continued growth of Spanish-Speakers in America.
The study challenges the assumption that the use of Spanish will decrease in coming years as succeeding generations of Hispanics are born and grow up in this country. In fact, the study shows that the number of Spanish-dominant and bilingual Latinos will increase by 45 percent over the next two decades - adding 12.4 million Spanish-speakers to today's population.
It's not just immigration, third generation Hispanics will continue to speak Spanish. "We know that the number of Acculturated Hispanics will continue to grow, but what this study clearly shows, is that Spanish is here to stay, and in a big way Spanish connects on an emotional and visceral level English does not" stated Jose Cancela, Principal of Hispanic USA Inc. The study, conducted by Roslow Research Group on behalf of Hispanic U.S.A.
Findings:
-- By 2025, the number of Spanish-speaking Latinos in the United States will reach 40.2 million, up from 27.8 million today.
-- Fully two-thirds of Hispanics 5 and older will speak Spanish 20 years from now.
-- On average, 35 percent of third-generation Latinos in the United States speak Spanish.
-- The 18-and-older Spanish-speaking population will increase by 53 percent, to 15.2 million by 2025.
-- The key 18-to-49 year old demographic will grow by 7.5 million, and will include 59 percent of all the Spanish speakers.
Posted by Ahorre at 11:12 AM
June 30, 2005
Perdue Marketing to Hispanics Radio TV Promotional Events
Poultry leader Perdue is ready to begin marketing to Hispanic customers, according to a recent announcement by company officials. The third-largest poultry company is in the works to implement a targeted campaign of TV and radio advertisements, as well as promotional events.
“It’s an audience that we really have to communicate with and meet their needs in order to be their first choice when purchasing chicken and turkey,” said John Barteime, vice president of retail marketing at Perdue. The company is currently looking at several key Hispanic markets east of the Mississippi River. Late founder Frank Perdue had attempted to market to Spanish-speaking consumers with his recorded Spanish-language ads, but he admitted at the end of one, “My chicken is better than my Spanish.” (Associated Press, May 24, 2005)
Posted by Ahorre at 12:30 PM