Advertisers Missing the Mark?

The value and importance of culturally relevant content cannot be overstated in today's multicultural landscape. The ability to offer an audience material which falls on the spectrum of "in-culture" can help propel an organization or brand to a high level of engagement. Soy Tu Dueña serves as an interesting piece of study for those looking to reach and relate with the Hispanic market.

The number 1 show on television Tuesday night among the key 18-to-49 demographic was Univision's Spanish-language telenovela "Soy Tu Dueña," according to Nielsen numbers.

Underscoring the growing influence of the Hispanic viewer, the show beat out Fox's "Million Dollar Money Drop" and reruns of ABC's "No Ordinary Family," CBS' "NCIS: Los Angeles" and "The Good Wife," NBC's "Saturday Night Live: A Very Gilly Christmas" and The CW's "Life Unexpected" in the demo, which advertisers pay a premium to reach.

Something tells me that we should remind advertisers about the importance of the growing Hispanic market and the value made possible through engaging this important demographic. We'll just be blunt...Advertise on Univision! It's good for your brand.

Compare Tuesday's episode of "Soy Tu Dueña" to "NCIS: L.A.," for example. "Soy Tu Dueña" had 3.7 million viewers (out of 5.8 million overall) in its 18-49 demo, while "NCIS" only had 2.7 out of 11.3 million. NBC's "Saturday Night Live: A Very Gilly Christmas" was the closest with 3.1 million viewers in the demo out of its 6.2 million overall — 21% less than the telenovela.

It's not the first time the series — which centers on a woman named Valentina Villalba (Lucero) who vows never to fall in love again after being left at the altar, until she meets José Miguel (Fernando Colunga) — has topped the key demo. In June, it climbed to the top for the first time, and has a handful of times since.

"Univision is committed to becoming the #1 television network in the United States among adults 18-49, regardless of language, within the next five years and our ability to deliver top quality programming like 'Soy Tu Dueña' allows us to further advance on this goal,” Univision Networks President Cesar Conde tells The Hollywood Reporter.

Read the full article here.

Engaging Latinos and Building Trust in Today's New Media Landscape

Latinos are an important segment of the internet populace. Statistics confirm that Latinos are trend-setters, pioneers, and influencers with powerful market potential. Recognizing the important role of cultural dynamics and the fact that Latinos are not restricted to being just a "market" but rather an important group with the potential to lead change, progress, and impact beyond any defined industry is key.

I was recently invited to do a workshop for M.E.Ch.A.'s statewide conference at CalPoly San Luis Obispo on social media and Latinos:

Engaging Latinos and Building Trust in Today's New Media Landscape

View more presentations from HUB 81.

Truly the possibilities for engagement are numerous.

Targeted Approach to Reaching Hispanics Key

Multicultural America provides opportunities for targeted marketing

Marketers need to tailor their strategies to reflect the cultural diversity of the United States rather than adopting a ‘one size fits all’ approach, according to the Association of Hispanic Advertising Agencies.

Market research organization Nielsen predicts that more than half the US population will be non-white by 2050. Currently, the African-American, Hispanic and Asian populations in the United States are responsible for about $299bn of CPG (consumer packaged goods) spending, and Nielsen estimates that this could rise by as much as 25 percent over the next 10 years, to $373bn in today’s money.

The Association of Hispanic Advertising Agencies (AHAA) said that savvy marketers, including the likes of General Mills and McDonald’s, understand the value of targeted marketing for different cultural groups.

AHAA chair and COO of Bromley Communications Jessica Pantanini said: "Trying to be all things to all consumers not only waters down the communication but also waters down the results. The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.”

Read more.

An Interview with Hispanic Market Insider Frankie De Soto of SolPersona

Frankie De Soto of SolPersona recently took the time to join us here at Vista Hispano for a Q & A session. A huge thank you goes out to Frankie.

Following is the transcript from our interview:

First of all, thank you for taking the time from your busy schedule to join us for this Q & A!

Frankie: Absolutely, thank you for letting me be involved in this great discussion.

Q. You’re quite a busy guy! Tell us a little bit about SolPersona…

Frankie: SolPersona is a research blog that focuses on Hispanic marketing, Hispanic online media and Hispanic culture. The blog posts vary with my independent Hispanic marketing research, book reviews, collaborations with other Hispanic marketing professionals, and interviews with Hispanic businesses using online media. The content that I provide is not just text, I also add pictures, videos, links, social media integration and free downloadable because I believe that a full multimedia blog not only attracts readers but also boosts searchability and today's online media is all about rich, dynamic content and SEO.

Q:What led to your interest in starting your own blog?

Frankie: It started about two years ago when I gave a full media presentation about Latino popular culture in the United States in my graduate level Latin American Studies class at the University of Texas at Dallas. As part of the presentation I showed the class the music video "Hips Don’t Lie" by Shakira, a perfect example of how she combines both her Colombian culture and American culture into a video that can reach both Hispanic and non-Hispanic audiences.

Afterwards, I wanted to research the subject further but also have an online media platform where others can share their experiences so I took a class in web design and built a website forum just for this purpose but the website was static, it was a chore to update the content, it was difficult to invite people to join in and it lacked real web searchability, so I thought of it as a trial run.

It wasn't till I took an emerging media class that I fell in love with blogging and using WordPress as my main platform. It was very easy to use, readers can automatically join in, and I can provide content quickly.

Q: How has blogging impacted your educational and professional development?

Frankie: It was a very positive impact. For one, it allowed me to enhance my skills in WordPress to a point where I consulted others into utilizing it as a blog or website but I do continue to learn its expanding functions.

Also, blogging really boosted my researching skills as I continue to find content relevant to Hispanic marketing and I learn more from what I find, especially since there are no Hispanic marketing classes at my university. It also allowed me to meet with others online who have the same interest and collaborate with them on small research projects. Every now and then I get asked about certain information related to Hispanic online media from someone that I know from Twitter and Facebook where I'll be more than happy to do a quick online research and send them results. Thanks to my blog, I really have developed a strong and positive online presence that will ultimately help me in my career.

Q: Let’s talk a little bit about one of your bigger projects, your Hispanic Marketing and Online Media face book group, which has proven to be an important resource for those interested in the trends and changing dynamics of the U.S. Hispanic market.

Frankie: Yes! When Facebook Group first came out, I was curious to know how it differs from a regular Facebook Fanpage. I thought of it as an experiment into social intelligence networking; a more enclosed ecosystem where others that I invite begin to collaborate with one another at a more informal and efficient level with a focus on Hispanic online media.

What I found is that members began to share information quicker and discussions are more interactive. For example, when one member needs information for an article or presentation that their working on, the others quickly provide their own research information and links to sites that they find to be relevant, this information is ultimately shared with others within the group. So far, I've received positive comments about the group, which is at 108 members so I consider my experiment a complete success.

Q: Facebook is indeed an important platform for sharing best practices, reaching new audiences, and creating awareness. What do you recommend to those looking to get the most out of these kinds of groups and social media in general?


Frankie: I say spend time communicating within the group, create interesting conversations and share your own research, people will start noticing your contributions. Also, start using and experimenting with the various social media platforms that are out there and create your own community to engage in. There's a great advantage in using social media technology to communicate but also to share information, to promote and to educate.

What I also found to be very important is the study of human/computer interaction. Study why people use certain social media platforms and how do they communicate with one another online with them.

Frankie, thank you for taking the time to join us for this Q & A.

Frankie: You're very welcome.

You can connect with Frankie on twitter at @franklogic or visit his website http://frankieis.me/ for more information on cyberculture, new media, and Hispanic marketing.

5 Articles You May Have Missed | Hispanic Market Insights

Reaching Bicultural Latinos and the Evolution of Media Outlets
by Andy Checo via Strategic Sense
Insight into the world of the bicultural Latino and current efforts to capture the attention of this important demographic.

"Reaching bicultural Latinos is not as complex as some industry insiders may lead you to believe. I believe that relevancy and context are the two most important factors in successfully reaching this expanding demographic. Success lies in offering cultural connections to Hispanics. While the future may look bright for some Hispanic media outlets, if they do not adapt to reflect the new culture of Latinos in the U.S., their victory may be short lived."

How To Grow Your Business In The Hispanic Community
Denver-based duo of Juan Alberto de la Roca and Marcus Jimenez have released a detailed, highly insightful report examining the myths and realities of the Latino demographic and how snowboard brands can effectively reach this market.

Multicultural Is the New Mainstream via HispanicPR Blog
Offers a discussion on how today's one-size-fits all marketing approach to reaching Hispanics falls short.

Prepare to see Green on Black Monday
A discussion on how advertisers are scrambling to reach out to holiday shoppers and today's powerful Latina women "who represent a market expected to reach $1.3 trillion in buying power by 2013..."

Courting Hispanic Customers With Texts and Web Sites en Español
Today's brands must speak the language of their target base and companies such as Ford and Best Buy are making strides in relevant Spanish content.

A Big Event for Latino and Multicultural Bloggers | Hispanicize 2011

Today's new media landscape has allowed for the democratization of content and has shifted the balance of power of traditional media into the hands of the very dynamic and influential Latino/a blogger in terms of engaging and capturing the attention of the Hispanic market.

Hispanicize 2011 is an exciting upcoming event devoted to providing in-depth professional development and networking opportunities for brand marketers, bloggers, non profits and marketing agencies focused on Hispanic public relations and social media.

Organizers are anticipating that Hispanicize 2011 will be the largest national conference for Latino and multicultural bloggers ever assembled.

Hispanicize 2011 will also feature powerful opportunities for non-profits to connect in person with all of the nation’s most influential Latino bloggers, a key audience that non-profits have only begun to fully explore.

Here's an expanded post about the upcoming Hispanicize conference and what it means for today's Latinos in the blogosphere and beyond.

Hispanic Market Tidbits and Articles You May Have Missed

Below are some excellent articles and updates for those interested in the tidal wave of activity occuring in the Latinosphere.

Excellent post by @jrvilla:
Precision Is The Key To Reaching Hispanics Today

Once again data is showing why Latinos are pioneers in technology adoption:
New Data: Hispanics Leading Geo-Social Usage


Latino2 is a can't miss event for those interested in learning best practices in community, collaboration, and communication in today's multicultural landscape:
LATISM Makes Formal Call For Speakers For 'Latino2: Central California'


Here's an excellent post by Giovanni Rodriguez, a noted author, consultant, and public speaker on organizational leadership and digital/social communications.
The Latino Vote: Why Mess With the 'Metatribe'?

What's In a Community?

According to Wikipedia, a community can be defined as "a group of interacting people living in a common location".

Today's new media thought leaders offer a variety of definitions and names for 'community' in the online arena which include tribe, twibe, twub, group, network, social circle, sphere of influence, and crowd.

The prevailing dynamic is that these groups and communities impact and lead positive change. Many lessons in collaboration and teamwork are offered by exploring the successes of groups past and present.

For instance, what lessons and insights can we take away from the progress made by collaborative efforts surrounding the likes of the United Farm Workers of America, American Civil Liberties Union, League of United Latin American Citizens, many others and the very active Latinos in Social Media?

These groups are leading change, impacting nations, and making a difference. We are presented with many opportunities to learn the values of teamwork, collaboration, and working together which can only lead to positive progress and dynamic momentum across countless private and public sectors.

Want to learn more about community and collaboration or connect with individuals who are passionate about positive impact? Register here for the upcoming Latino2 event soon to be held on the Central Coast or visit Latino2.com for more information.

Cain Velasquez | A Big Deal for the Latino Market

Outreach to the Hispanic market.
Source: Inside MMA

Much was made on blogs and fight fan forums about the marketing of UFC 121 and Cain Velasquez to the Mexican audience. The UFC billed him as the first potential Mexican heavyweight to win a major championship in combat sports. Velasquez, born in Salinas, Calif., considers himself American but he also grew up paying respects to his Mexican heritage.

The push by UFC appears to have been a huge success, as the nearly 15,000 people inside the Honda Center, many waving Mexican-flag colored garb, were clearly behind Velasquez.

"I think Cain winning the title and holding the title is a big deal for the Latino market," UFC president Dana White said. "Mexico dominated the lighter weight categories in boxing and I think they will in mixed martial arts eventually, too."

The difference between Velasquez and other Hispanic fighters, especially those native to Mexico: wrestling. There will need to be a steep learning curve for many young Hispanic fighters making their way into MMA, unless they're exposed to wrestling at an early age. For now, Velasquez would seem to be the exception. But with a fighter like him to look up to, let there be no doubt that a young crop are already mapping out their careers to the top.

"I feel great being the first Mexican heavyweight champion of the UFC," Velasquez said. "I'm going to keep representing. This belt I dedicate to the Mexican people in the United States and Mexico."

The UFC has attempted to make inroads into Mexico for at least half a decade. Velasquez could be the key to getting that done.

Humanizing the Web

What's in a screen name?


Guest post by Louis Pagan of Latino Rebranded.

I remember my first live event: meeting live people...talking with live people...exchanging handshakes instead of emails or comments. It was a thrill!

When introduced with my real name, I was greeted with a confused look. On that cue, my screen name was then offered: the Latino Pundit. It was then greeted with familiarity.

Ever since that experience, I felt that people only new the mask, and not the person behind the online identity. And it was then the decision was made to make my name a brand, and not a fictitious identity to hide behind. This is the reasoning behind my Twitter handle, and my blog name albeit it has two names. I do realize that we still are not fully transparent online - even if we do use our real names - but I feel we are a little closer to humanizing the web by doing so.

So, what is in a screen name? Well, everything: how people perceive you, recognition, reputation, memorability, relatability. I'm sure I missed some.

I wonder how many people remember their first screen name, and if they still are using it solely. That would be interesting!

What's your take?

Univision, Vevo Strike Content Pact

Vevo is looking to widen its footprint in the Hispanic market by adding Univision to its content distribution and ad sales network.

The music video site—a joint venture between Universal Music Group, Sony Music Entertainment and Abu Dhabi Media Company—has begun delivering video content to Univision, which plans to feature videos from various Latino artists on several of its Web sites. A likely candidate is Música, the all-music site Univision launched last week.

Like its other distribution partnerships, which include CBS and AOL, Vevo will handle all advertising sales for this deal, while Univision will handle programming.

According to David Kohl, Vevo’s evp, sales and customer operations, the Univision partnership is part of an aggressive play by Vevo to leverage its growing Hispanic audience for brands. Among Vevo’s 49 million unique users tracked by comScore in September, 8 million were Hispanics, he said.

As a result, over the summer Vevo landed dollar commitments from several advertisers specifically seeking its Hispanic demographics, including Toyota and Warner Bros. Pictures, per Kohl. “This will make it that much more exciting for them,” he said.(Source: Mediaweek)

3 Must-Read Articles on the Hispanic Market

Below are three recent articles providing us with excellent insight into the happenings surrounding today's Latinos. Hispanic grocers are a force to be reckoned with due to their niche offerings and ability to cater to the various tastes and interests of the Hispanic market. Spanish digital content is an arena that must be explored by today's digital pioneers. Young Latinos are once again setting trends in how we communicate.

Hispanic grocers focus on customer service, specialty products

A view into the real-world experiences and trends affecting Hispanic grocers and the impact of recent attention placed on immigration.

Spanish Content: The Next Frontier in the Digital Race

Interesting view into the future and potential market of Spanish digital content.

"We would do well to remember that Spanish is the third most-spoken language in the world after English and Chinese and one can hardly turn a blind eye to the revenue potential of a market that is poised to cater to 500 million Spanish speakers around the world."

Research: How Young Latinos Communicate with Friends in the Digital Age

Discusses recent findings based on a new analysis of data from a nationwide telephone survey of Latinos conducted by the Pew Hispanic Center, a project of the Pew Research Center.

The Latino2 Tour to Hit the Central Coast of California — Birthplace of “La Causa”

The Latino2 tour is getting ready to announce its next stop: the Central Coast of California. We’ll be teaming up with two of our new Latino2 gente, Jesse Luna and José Huitron, who share our vision for why the Central Coast is the most logical second stop on our tour of California:

–The Central Coast lies between SF and LA, the de facto centers of northern and southern California. It’s often been said that north and south are actually two different states. I’d argue that the center is a different place, as well — it has its own character, its own history, its own vibe.

–The Central Coast is adjacent to the Central Valley, birthplace of the farm labor movement, also known as “la causa.” A big part of the Latino2 mission is to educate people on best practices in community, communications, and collaboration. We can learn a lot ourselves from the great people in this region.

–The Central Coast is vibrant, beautiful, and culturally important. It’s home to one of the world’s most interesting wine-making markets (the film Sideways was filmed here), home to some of the country’s best universities, and home to some of the world’s most spectacular coastlines. Hey, at one time, it was actually home to the capital of old California, under the flags of Spain and Mexico. There’s a lot here to discover and discuss, and it’s the perfect stop as we make our way up north … to Silicon Valley, to Sacramento, and way up the great “El Norte California” (lots of Latinos up there, 2).

Click here for the full article by @giorodriguez.

Latino2 Key Insights - Live!

We are students of new media.

Hash tags are not gang signs.

Twitter is down to four degrees of separation.

Our networks change based on themes.

Content no longer king. Context is king.

Find different people through your niche.

130 = average number of facebook connections.

Insights from #Latino2 keynote speaker Brian Solis.

Latino2 Conference Is Here!

It's official...we are underway at the L.A. Marketing Tribe, the first stop of the Latino2 California Tour!

Updates and key insights to follow!

When Culture + Social Media Collide

Latino2: The California Tour

On September 18, 2010, some of the most talented and active Latinos in social media will converge upon the streets of Los Angeles.

The possibilities for impact, insight, and synergy are sky high when the fastest growing and youngest demographic in the U.S. hits the convention center in downtown L.A.. Add to the mix the elements of social media and we have a unique collision of culture + digital dynamics.

The convention center will be rocking so come prepared to engage and be engaged when the tidal wave of Latino2, LatISM's 12-month, multi-city tour of the state of California commences.

LATISM Announces Finalists for First Annual California Awards

Voting Begins Tonight!

Winners Announced September 18th at the Latino2 Conference in LA

LOS ANGELES, CA — (Marketwire) — 09/09/10 — Latinos in Social Media (LATISM), the largest organization of social media professionals of Hispanic origin, today announced the finalists for its 2010 awards program for excellence in Latino communications in California. The winners will be selected by an online vote, which begins tonight at 6PM Pacific Time and ends next Friday, September 17th, 6PM Pacific Time. The awards will be announced September 18, at the Latino2 event at the Los Angeles Convention Center. For information on the event and how to vote, stay tuned for updates at http://latino2.com/blog.

“This is an extraordinary group of people, companies, non-profits and agencies,” said Giovanni Rodriguez, vice chair of events and programs for LATISM and co-producer of Latino2. “We look forward to honoring all the finalists in L.A. on September18th as we kick off an event series aimed at engaging the best minds in Latino communications throughout the entire state.”

You can cast your votes here...

Hispanic Spending Insights

Excellent insights from eMarketer's new report "CPG Marketers Target Hispanic Shoppers In-Store and Online"

Hispanics go online to socialize, research new products and find good deals -- more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.

The internet is becoming ever more important in Hispanics' daily lives, via broadband and mobile. This year, 29.6 million Hispanics -- nearly 60% of the Hispanic population -- will go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70%.

Read more here...Hispanics to Spend $125 Billion on Packaged Goods Products in 2010

A Fresh Perspective | Observing Digital + Hispanic Marketing Trends

Participation and engagement are just a few of the vast array of words found in everyone's vocabulary these days. Anything related to statistical data, engagement and social media seems to capture the attention of both individuals and brands alike.

This popularity contest causes us to focus our attention on creating content, participating in various discussions, sharing our interests, and a multitude of similar online activities. Truly, we are all in a never ending race to capture attention.

However, there is a time and place for observation.

Taking the time to sit back, relax, and enjoy the view can help us to reinvent, revitalize, and rethink our methods of connecting and participating in online environments and can serve as a catalyst for pure ideation.

In aviation, there is a point at which we are able to safely navigate the sky above. The same holds true for those seeking valuable insights into social media and Hispanic marketing. When you reach a particular point things become quite clear and even insightful but climb too high and you fall victim to the clouds of confusion. Stay on the ground where all the action is at and there's little time to consider your next move.

Try stepping back for a moment to observe the digital showcase of social interaction amidst the various roads of the information highway.

Take the time to observe the various trends in social media, online engagement, and Hispanic marketing. Who knows...maybe you'll find that new spark of ingenuity.

Vista Hispano is the official Hispanic marketing blog of HUB 81, a young and new kind of agency blending strategic capabilities with a passion for all things digital + multicultural + creative.

Hispanics: The Driving Force of the U.S. Economy

A recent article by David Hendricks of the San Antonio Express News discusses the ongoing growth and economic impact of Latinos.

Hispanics drive the U.S. economy.

Hispanic consumers and their increasing purchasing power are the growth engine for the U.S. economy, Javier Palomarez, president and CEO of the Washington-based U.S. Hispanic Chamber of Commerce, said Wednesday in San Antonio.

“This is a market that is growing faster than anyone anticipated,” Palomarez told nearly 100 people attending a luncheon of the American Marketing Association's San Antonio chapter.

Hispanics now make up 15 percent of the U.S. population, but their household incomes are rising five times faster than the general population, said Palomarez, a former San Antonio resident and a Rio Grande Valley native.

The U.S. Hispanic population also is growing three times faster than the general population, he added.

The purchasing power of Hispanic consumers now is expected to grow 38 percent between 2006 and 2012. Forty-seven percent of the purchasing power is concentrated in Texas and California, Palomarez said.

Although large cities in the Southwest, Florida, New York and Illinois may be strongholds for Hispanic consumers, new markets are springing up across the country.

The Hispanic population in Charlotte, N.C., for example, has grown 500 percent in each of the past 10 years, he said.

As numbers increase and the economic clout of Latinos grows there will continue to be a need for individuals and brands to use authentic engagement to capture the attention of Hispanics across the U.S.

Vista Hispano is the official Hispanic marketing blog of HUB 81, a young and new kind of agency blending strategic capabilities with a passion for all things digital + multicultural + creative.

Resonance: A key to connecting with Hispanics

The ability to speak to the interests of an audience is important for authentic engagement and capturing the attention of today's markets. Latinos comprise an important segment in which exists an exciting yet challenging opportunity to pinpoint cultural nuances, changing tastes, and unique preferences sure to help today's brands communicate in an effective manner.

A stroll through the local grocery store provides us with a window into the dynamics of true resonance and branding which exudes with cultural relevance. Recently, Crown Imports launched a limited edition pack of Grupo Modelo's Corona Extra beer brand in the the US in a join venture targeting football fans in the U.S.

The 18-pack of Corona Extra features specially-wrapped bottles commemorating the seven Mexican Soccer League (MSL) teams the Grupo Modelo brewery is aligned with in Mexico.

Teams represented in the packs include: Club de Fútbol América (Mexico City), Club Santos Laguna (Torreón, Coahuila), Club Deportivo Atlas (Guadalajara), Club de Fútbol Puebla (Puebla), Club de Fútbol San Luis (San Luis Potosí), Club de Fútbol Atlante (Cancún) and Deportivo Toluca Fútbol Club (Toluca).

The campaign is a smart move and serves as an excellent example of how today's brands can use relevance and resonance to capture the attention of an audience. The true effectiveness in this campaign lies not in the simple decoration of beer bottles but rather in the fine tuned effort to recognize and capitalize on the interests of today's multicultural markets.

Imagine the possibilities facing other types of organizations interested in reaching the Hispanic market. Resonance is an important element of engagement regardless of industry.

LATV to Meet Atlanta's Demand for Hispanic Programming in Deal with Prism Broadcasting

LOS ANGELES, July 20 /PRNewswire/ -- LATV Networks, the 3-year old national Hispanic television network, announced today a distribution deal with Prism Broadcasting Network to air on WANN-TV in Atlanta, the nation's 2nd fastest-growing Hispanic market. The deal expands LATV's reach to 37 markets, representing 10 million U.S. Hispanic television households.

LATV's move into Atlanta, the USA's number 21 Hispanic television market with 162,000 Hispanic households, places the network in 49 million total television households, including 21 of the top 25 Hispanic DMA's (Designated Market Areas). LATV projects coverage of 53 million homes by year-end 2010.

"With Atlanta's incredible Latino population growth in the last decade, LATV is thrilled that its alternative programming will be part of that cultural wave," said David Morales, LATV's Vice President of Distribution & Sales. "Prism has an incredibly strong promotional machine to support LATV in the market and they are being very aggressive with programming to minority groups."

LATV is the only remaining Latino-owned TV network in the Hispanic television space. Its programming primarily targets US-born Latinos, with content that features a combination of originally produced shows as well as licensed content that has never before been seen in the U.S. LATV's fully-owned subsidiary, American Latino Syndication, produces and distributes "American Latino" and "LatiNation," two award-winning, Latino-themed TV programs that are broadcast on general market stations in over 100 cities nationwide as well as the Virgin Islands and Puerto Rico.

Source: http://www.prnewswire.com/news-releases/latv-to-meet-atlantas-demand-for-hispanic-programming-in-deal-with-prism-broadcasting-98823389.html

New Rafael Ortega/Save-A-Lot partnership addresses needs of Hispanic communities

Today, Save-A-Lot R , one of the nation’s leading hard discount grocery chains and one of the SUPERVALU(R) (NYSE: SVU) family of grocery stores, announced it is joining forces with Texas Hispanic grocery operator Rafael Ortega to form a new company, Adventure Supermarkets LLC. The company will own and operate six former Save-A-Lot stores in the Houston and South Texas markets under a co-branded format, “El Ahorro Save-A-Lot,” to serve Hispanic customers in those communities.

This partnership is an example of how Save-A-Lot is looking for unique ways to meet the needs of a variety of communities. Over the next five years, SUPERVALU has announced plans to accelerate the growth of Save-A-Lot, doubling the number of stores from 1,200 today to 2,400. The company has earmarked 50 percent of those new stores for urban markets with an emphasis on underserved areas with little to no access to healthy foods, otherwise known as food deserts.

For more than 30 years, Save-A-Lot stores have operated and grown with the mission of providing rural, suburban and urban families alike access to affordable healthy foods, especially for families on tight budgets. Save-A-Lot offers price points designed to be 20 to 40 percent below that of competitors. In addition, Save-A-Lot has identified a need for consumer education ranging from how to select and prepare produce to how to prepare healthy lunches for a $1 or a meal for a family of four for $5.

Latino-owned businesses booming in Utah

Business is booming in Utah according to recent reports by the Census Bureau.

It reported Tuesday that the number of Hispanic-owned businesses in Utah jumped by 78 percent between 2002 and 2007 — and revenues rocketed up by almost 138 percent.

In 2002, it estimated that Hispanics owned 5,177 businesses in Utah. Five years later, it estimated that they owned 9,221.

Hispanics still owned only about 3.7 percent of all businesses in Utah — while they make up 11.6 percent of the population, the Census Bureau estimated.

That 78.1 percent growth for Hispanic-owned businesses in Utah was eighth-fastest among the states.

For the full article on this Hispanic-owned business boom in Utah.

General Market vs. Hispanic Market | Blurring Lines

As they say, the "proof is in the pudding!".

Today, the lines between the General market and U.S. Hispanic market are becoming quite thin. The U.S. Hispanic market plays an integral role in shaping the tastes and preferences of today's audiences.

"The ethnic consumer tends to set trends," says Neil Golden, McDonald's U.S. chief marketing officer. "So they help set the tone for how we enter the marketplace." Golden says preferences gleaned from minority consumers shape McDonald's menu and ad choices, which are then marketed to all customers.

More proof that Latinos are an important consumer segment and force in society shaping what is becoming a unique multicultural landscape.

We live in a nuevo America.

Promoting Mental Health Across Cultures

PSAs Target Three New Groups in Ongoing Campaign

Continuing their Campaign for Mental Health Recovery, the Ad Council and the Substance Abuse & Mental Health Services Administration today unveiled a series of culturally targeted public service ads.

•20.7 percent of Native Americans 18 to 25 reported serious psychological distress in the past year, yet only 30.6% of Native American adults with serious psychological distress received care during that time.

•16.2 percent of Chinese Americans 18 to 25 reported serious psychological distress in the past year, with 11.2% of Asian Americans young adults with serious psychological distress receiving care in the past year.

•15.6 percent of Hispanics/Latinos 18 to 25 reported serious psychological distress in the past year, with 28.3% of Hispanic/Latino young adults with serious psychological distress receiving in the past 12 months.

Source: (AdvertisingAge)

Latinos by Country of Origin

A first in a series of data snapshots...

Latinos by Country of Origin
All Hispanics 46,822,000
1 Mexicans 30,746,000
2 Puerto Ricans 4,151,000
3 Cubans 1,631,000
4 Salvadorans 1,560,000
5 Dominicans 1,334,000
6 Guatemalans 986,000
7 Colombians 882,000
8 Hondurans 608,000
9 Ecuadorians 591,000
10 Peruvians 519,000

The ten largest Latino population groups by country of origin (based on self-described family ancestry or place of birth).

Source: http://pewhispanic.org/

The New General Market

Significant trends are confirming the existence of an exciting and interesting dynamic taking place. Today's multicultural segments are combining to form a unique 'general market'. A recent article in AdvertisingAge sheds some light on these shifts.

"Within the next three decades, Hispanics, African-Americans, Asians and other minorities, as well as young consumers, will become the country's new majority," Jeff Bewkes, Time Warner's chairman-CEO, recently said in an internal memo calling for a company-wide revamp of multicultural initiatives under the heading, "The Multicultural Key to Our Growth."

But beyond the sheer numbers -- there are 103 million Hispanics, Asians and African-Americans that currently make up one-third of the U.S. population, and are projected by 2042 to become the majority of the nation's population -- this new majority will be a young, diverse group that consumes media very differently.

Their preferences, tastes and ways are influencing what is now known as the "general market." And it is with this "new majority" in mind that some of the nation's largest marketers are shifting the way they speak to multicultural audiences, shaping their messages to address a group that is increasingly complex and diverse.

Source: http://adage.com/hispanic/article?article_id=144536

A Young and Active Audience

In 2014, eMarketer expects that 70% of the Hispanic population will be online, up from almost 60% in 2010. Thanks to a robust rate of growth within this general population, the online population will grow by nearly 10 million people between 2010 and 2014, to 39.2 million. As the results of the 2010 census are made public in early 2011, those figures may increase even more.

“This online population is young and thriving,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanics Online: Demographics and Media Usage.” “They frequently use social media, message boards and sports sites.”

For the full article...

Hispanic Food and Beverage Market to Continue Aggressive Growth Through 2014

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NEW YORK, NY - The expanding appetite for Latino cuisine among non-Hispanic Americans, combined with the rapid increase in the United States' Hispanic population, will be a boon for the $7 billion Hispanic food and beverage market, helping to drive sales to $10 billion in 2014, according to Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition, the latest market research study by publisher Packaged Facts.

Along with population growth, buying power within the Hispanic population is expected to increase significantly in the next four to five years. Packaged Facts projects that the buying power of Latinos will reach $1.3 trillion in 2013 up from $984 billion in 2008, representing a cumulative growth rate of 31%. In addition, Hispanic shoppers spend significantly more than other groups on food consumed at home, due to the importance of family mealtime and larger family units.

Packaged Facts separates the Hispanic food and beverage market into three segments: Mainstream Mexican (tortillas, salsa, tacos, burritos, nachos, refried beans, Tex-Mex cuisine, and other products that have become part of the American culture); Authentic Hispanic (products either imported from Hispanic countries to the United States or products made domestically that use traditional recipes); and Nuevo Latino (products with south-of-the-border flair, including traditional American foods made with Hispanic ingredients, as well as unique new creations that meld a variety of Hispanic flavors and food traditions).

For the full article, click here.

Soccer...Bigger than the Beijing Olympics?

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The World Cup is just around the corner. If you think soccer is past its prime and takes a back seat to some other sport. Think again. Futbol and the excitement that follows when your team scores a goal is hard to match. The upcoming World Cup in South Africa is a unique sports event.

One in every two people in the world is expected to watch the cup on television. Nike, McDonald's, and Coca-Cola—American brands all—see it as a much bigger deal than the Beijing Olympics, two years ago. Major sponsors are paying as much as $40-million for the privilege of associating with the event. Coke's biggest promotion ever includes a deal with YouTube whereby viewers from around the world will post their goal celebrations. Anheuser-Busch and Visa, too, are heavily involved: The Visa Match Planner is a cellphone application that provides scores, retail information, and opportunities to chat about the tournament.

Click here for the full article.

I.A.B. Forms Multicultural Council

In order to support advertisers’ strategies to reach diverse consumer groups, the Interactive Advertising Bureau (IAB) today announced the formation of the IAB Multicultural Council. The IAB also released “U.S. Latinos Online: A Driving Force,” a comprehensive presentation that uses multiple data sources to describe the Hispanic online population, identify the trends and key dynamics in this increasingly important advertising target and provide a resource for communicating with Latino online audience segments.

The IAB Multicultural Council, which replaces the former IAB Hispanic Committee, will focus on key issues that impact marketing and advertising within the multicultural marketplace including

* Audience measurement and ensuring that all segments of the U.S. population, especially minorities are properly measured and accounted for in online media measurement
* Educate marketers and agencies on how to create successful digital marketing strategies to reach multicultural markets
* Equip multicultural publishers and agencies with the tools necessary to address the needs of marketers who want to reach multicultural markets

For the full article...click here.

POWERADE(R) Teams up with Guillermo "Memo" Ochoa for First Ever Hispanic Integrated Marketing Campaign

 

Powerade and Memo Ochoa? Sounds like a smart marketing campaign to me.

ATLANTA, May 17, 2010 (BUSINESS WIRE) -- Not everyone has the ability to be in two places at once and perform like a superstar, unless you are Guillermo "Memo" Ochoa, goalkeeper for the Mexican National Team. POWERADE will feature the star goalkeeper in its first-ever, fully-integrated marketing campaign created exclusively for U.S. Hispanic consumer. POWERADE Latino, as the campaign is known, will coincide with the 2010 FIFA World Cup(TM) in South Africa. Recently, FIFA officially designated POWERADE as "Chosen by FIFA to Hydrate 2010 FIFA World Cup Players."

"The POWERADE Latino campaign is part of our broader FIFA World Cup(TM) activation this year, reaching more consumers and refreshing them on and off the field with our brands," said Jose Serafin, senior brand manager, Hispanic Marketing, Coca-Cola North America.

The Spanish-language advertising campaign will be activated starting June 1 in major U.S. Hispanic markets, and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa produced for the POWERADELatino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

Click here for the full article (POWERADE(R) Teams up with Guillermo "Memo" Ochoa for First Ever Hispanic Integrated Marketing Campaign)

~José Huitron

 

Hispanic Public Relations and Social Media Conference

Right now the Hispanic P.R. Conference is in full swing in Dallas, Texas. Anybody who's anybody in Hispanic Marketing and Public Relations are either attending or keeping an eye on the happenings surrounding the conference.  Here are a few tweets on some of the key insights being shared:

Job of marketer is changing from brand manager to community manager #HPRConf
less than a minute ago posted by zandrazuno

In social media be multidimensional and transparent #HPRConf

less than a minute ago posted by franklogic

Want better ROI? Get away from pay media and invest in sustainable social media programs #hprconf 

Less than a minute ago posted by Ivan_Leon

Those looking to stay on top of the conversations taking place can follow the #hprconf hashtag.

Social Mannequins

The popularity of social media has created a race for online engagement and the acquisition of social outposts. It seems as though many are rushing to create a twitter profile, sign up on facebook, join LinkedIn, and so forth.

Individuals and organizations are moving from being aware of the impact of social media to finding ways to participate and engage their audiences. However, with this new territory it seems as though many are stopping at the creation stage.

Yes they've built their online profiles and setup their accounts but some stop there thinking that's all they need. You know em' when you see them...some call them ghost accounts. How about we call them social mannequins.

They look the part and even dress the part but offer no real value aside from some visual aesthetics.

Audiences are looking for active communities and opportunities to engage and interact with eachother. Some brands and individuals need to extend beyond the social mannequin stage and offer value through authentic engagement and positive participation.

Posted via web from Tower Eighty-One

Hispanics and Arizona's New Immigration Law

Arizona last week passed a law authorizing local police to check the immigration status of anyone they reasonably suspect of being in the United States illegally.1 The law has generated sharp debate between advocates who say it is needed to combat illegal immigration and opponents who say it is an infringement on civil liberties and an invitation to racial/ethnic profiling of Hispanics by the police. In addition, some say the law will create tensions between police and Hispanics that will hinder general law enforcement.

Below are a set of recent findings from the Pew Research Center and Pew Hispanic Center that provide background on a range of issues raised by the new Arizona law. The findings are drawn mainly from nationwide surveys conducted in 2008 and 2009.

-- Americans see Hispanics as the racial/ethnic group most often subjected to discrimination.

A 2009 survey by the Pew Research Center found that nearly one-in-four (23%) Americans said Hispanics are discriminated against "a lot" in society today, a share higher than observed for any other group. This represents a change from 2001, when blacks were seen as the racial/ethnic group discriminated against the most in society. Then, one-in-four (25%) Americans said blacks were discriminated against "a lot," while 19% said the same about Hispanics.

For the full publication by the Pew Hispanic Center, click here.

How to be a Cholo

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There are movements and then there are full blown cultural shifts making way for a new arena of creativity, innovation, and artistic expression. Certain groups stand out and survive the test of time. Enter the cholos. A diverse group and subculture influenced by the smooth, expressive, and unique demeanor of the 1940's Pachuco.

 

Cholos have engaged in a unique form of self-expression for quite some time now. From tricked-out fully-customized lowriders and baggy jeans to their unique musical tastes, cholos have impacted the cultural fibers of our society. The level of individual expression, creativity, and richness that exudes from this subculture gives us all a lesson on true engagement and influence.

 

As digital pioneers and modern day new media gangsters, we have the potential to inspire, impact, and create value.

• Be a game changer.
• Be yourself.
• Leverage your unique capabilities.

If today's brands were to grasp the value of these rich cultural dynamics and methods of true impact there would be no need to spend your time shifting position but rather focus on the values and real life charactersitics of today's Latino.

 

Step your game up.

Going Beyond the Data | The U.S. Hispanic Market

We've read the report about half of U.S. Advertisers missing the trillion dollar Hispanic market and we're fully aware that Latinos are active online. However, let's focus on the bigger picture for a few moments. Let's consider the immense potential for impact, innovation, and creativity.

Information is beneficial and helps to provide interested parties with insight and intelligence. The jury is in and the Hispanic market is real and not going anywhere according to all the recent reports, blog posts, and tweets.

Here are the facts:

50 million and counting.

One trillion dollars in spending power.

Fastest-growing population segment in the U.S.

The census is helping to validate the importance and size of the Hispanic market. However, it's time for us to go beyond validation and into the arena of application, progress, and momentum.

The time for questions and idea incubation is now.

How are we going to use this data to impact Latinos in America as opposed to just targeting and treating this important segment as a potential sale?

Forward movement and positive progress are built on a solid approach to engagement and influence.

The Next Level of Impact

http://www.flickr.com/photos/dr-photo/ / CC BY-NC-ND 2.0

Chiqui Cartagena, a Hispanic market thought leader, recently wrote an excellent post entitled "Who Are We Really? And Why Marketers Should Care" over at Adage. Here's a snippet:

We need to stop using old, stereotypical definitions of groups -- such as "general market" and, yes, "multicultural market" (neither of which mean anything, really) -- and start thinking about consumers and treating them as real people going through real life stages whose cross-cultural identity affects the way they consume products or services, communicate and behave.

Chiqui makes an excellent point about the need for marketers to go beyond the labels and understand the cultural, personal, and societal impact we have in America. Going beyond the labels will help us all to grasp the fibers of cultural richness that exude from all angles.

Those of us who recognize and agree with Chiqui's insight should be inspired to take our dynamic and different approaches to the next level. Our efforts should lead to an end result fertile with creativity, innovation, and inspiration. Only then will we truly go beyond the norms of business as usual.

Five Rules of Engagement: Targeting Hispanics Online

Trust and engagement are two important elements of successful social media participation. Marketers and publishers alike understand the megaphone nature of sites such as twitter. Hence, we see the constant barrage of “Follow us on twitter” or “Friend us on Facebook” across various print, radio, and digital advertising campaigns. Recognition of the importance of social media and the various conversations taking place online seems to have hit mainstream.

And for good reason.


Check out my complete guest post over at the fantastic Latino Rebranded blog of Louis Pagan.

Validation: The 2010 Census

The race is on to get Latinos to participate in the 2010 Census. We have articles and blog posts popping up left and right about the sentiments towards participation and efforts aimed at getting Hispanic audiences to respond.

Voto Latino is teaming up with the Mexican American Legal Defense and Educational Fund in an effort to push for robust Hispanic Youth participation.

Participation is a good thing.

However, there's a hidden message about this 2010 Census that isn't getting as much attention and that is the essence of validation. The data gathered will help to validate the size, impact, and importance of the Hispanic market in the U.S.

For marketers, the information gathered will truly serve as a gold mine.

For Latinos, the results will prove to be dynamic and help solidify Hispanics as the future of America and a population segment of an importance that cannot be overstated.

It's truly an exciting time.

The Fibers of Multiculturalism

http://www.flickr.com/photos/generated/ / CC BY 2.0

"Marketers, in their efforts to connect with consumers can consider that accepting the differences of Latinos promotes their harmonic integration in a multicultural society." - Dr. Felipe Korzenny

A harmonic integration is built on several important components. Here are a few important keys to creating an environment where the synergistic mix of various cultural variables can thrive:

Recognition - Understanding that various cultures in our society offer a wealth of positive and diverse elements that can help further the health and quality of life in America.

Participation - Make an effort to join the conversations and participate in activities that allow for a multicultural society.

Amplification - Where the synergy takes place and allows for increased assimilation and diversity.

A key point of consideration is that Latinos are ready and willing to explore the cultural fabric of America while staying true to their cultural roots.

Hispanics Are Technologically Savvy

Source (A study by AOL Advertising & Cheskin: Why and how are Hispanics using the internet in their daily lives?)

Contrary to common stereotypes, the most acculturated Hispanics are not necessarily the most technologically savvy. The data shows that Hispanics are indeed early adopters.

If you are looking to connect with today's Latino audience, look no further than the ongoing conversations that are taking place all over the internet. Acculturation is an important factor to consider but not necessarily a determinant of technical ability.

Your comments are welcome.

Reaching Hispanics Online

Engaging today's online Hispanic population is the result of research and an understanding of the various cultural dynamics in motion. Good content can be a great tool for capturing the interest of Latinos online.

 

Lee Vann has an excellent post on the subject of good content over at MediaPost.

Here are his 10 tips for using content to effectively reach online Hispanics:

1. Don't be afraid of the social Internet; embrace it

2. Develop clear goals and objectives upfront

3. Establish a voice and develop guidelines to ensure it is always consistent

4. Ensure that all content provides value to your target audience

5. Don't be afraid to test out different things

6. Make sure content is engaging, stimulating a conversation

7. Create an agile process, including legal approvals

8. Make sure your content is social media-optimized to maximize sharing

9. Avoid using regional Spanish when engaging to national Hispanic audiences

10. Be consistent when using the formal "usted" and informal "tu" forms in Spanish

 

A Mess of Social Media?

A recent post titled, "Social Today Feels Like Search a Decade Ago: Lots of Noise and Lots of Spam", over at TechCrunch helps to reiterate the fact that the internet is a crowded space. There is indeed lots of noise on the internet but right now the truth of the matter is that Latinos are making a loud statement.

 

The recent emergence and solid growth of Latism (Latinos in Social Media) provides us with exciting proof that we the Latino online audience are just getting started. We understand the importance of genuine engagement and relationship building. We are rich in culture and plentiful in aspiration. For us the internet is the ultimate platform to unleash our creativity and inner desire to let everyone know "Si se puede!"

 

We don't spam or fill your inbox with junk but instead you'll find honest emotion, true sincerity, and a genuine interest to help grow this sphere of influence we call Latinos in Social Media.

 

 

The People Factor

Okay...so we all know that the buzz around social media is in full swing causing heads left and right to stop and take a second glance at this thing we call engagement. Conversations are taking place and we all want to join in. Well...of course, because it's fun to interact and share information, build relationships, and enhance our connections.

 

Social media is all about engagement and creating conversations that actually mean something and offer value to the participants. We have B2C and B2B activities that are all trying to garner the attention of the masses. However, let's slow down for a minute and remind ourselves that this thing we call social media is about people.

 

People make this thing work. The social factor is the key that will dictate whether or not this new form of media can sustain its popularity and dynamic momentum. Let us not forget that it's still about the people and focusing on them.

 

As we transition into a more measurable and returns based system that actually offers a return on investment, we will find that the key still remains on focusing on relationship building and the practice of offering relational value.

 

 

Posted via email from Jose Huitron's posterous

Top 10 in Television Among Hispanics

Univision has a significant lead in terms of network penetration as shown below...

Among Hispanics - United States
Week of January 11, 2010
Rank Program Network Rating Viewers(000)

1 SORTILEGIO MON-01/11/2010 UNI 20.8 4,962
2 SORTILEGIO TUE-01/12/2010 UNI 20.6 4,528
3 SORTILEGIO THU-01/14/2010 UNI 20.3 4,874
4 SORTILEGIO WED-01/13/2010 UNI 20 4,713
5 SORTILEGIO FRI-01/15/2010 UNI 19.2 4,570
6 EN NOMBRE DEL AMOR TUE-01/12/2010 UNI 18.8 4,139
7 EN NOMBRE DEL AMOR MON-01/11/2010 UNI 18.6 4,370
8 EN NOMBRE DEL AMOR WED-01/13/2010 UNI 18.3 4,216
9 EN NOMBRE DEL AMOR THU-01/14/2010 UNI 17.8 4,073
10 EN NOMBRE DEL AMOR FRI-01/15/2010 UNI 17.4 3,760

Source: The Nielsen Company. Viewing estimates on this page include Live viewing and DVR playback on the Same Day, defined as 3am-3am. Ratings are the percentage of Hispanic TV homes in the U.S. tuned into television.

The Positive Potential for Multicultural Collaboration

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The internet is a popular destination for many publishers, aspiring entrepreneurs, thought leaders, designers, creatives, and technology enthusiasts. The ability to connect and build empowering relationships leads to an enormous opportunity for mass collaboration.

Today, we have a unique array of content generators who each have their own agenda in terms of marketing, branding, creativity, knowledge-sharing, trust building, image enhancing, promotion, networking, and the list is indeed quite enormous.

As social media and the online environment continue to evolve, some key questions arise as to how individuals, organizations, and groups adapt and thrive.

Several areas come to mind that when we really think about it shed some light on the potential for very positive possibilities.

• Online collaboration and knowledge sharing in niche areas
• Purpose-driven engagement
• Innovation and ideation initiatives

As Latinos continue to grow in influence, impact, and positive engagement the need for knowledge sharing and game-changing collaboration becomes evident. It's one thing to build up a large audience or create a movement and another to capitalize on the strength, synergy, and symbiosis of individuals with a common purpose.

You are invited to share your thoughts about the future and necessary direction of Latinos in social media and beyond.

Where content happens...

The Democratization of Content

We have journeyed beyond the path of traditional media into a new arena where the content and control are conveniently placed in the hands of the masses. Today it's easier than ever to publish ideas and sound off on virtually any subject imaginable. The essence of social media is built around the people factor.

Consumers are no longer solely a target market or customer segment but rather a democracy of opinion, agents of influence, and dynamic content producers.

User generated content is what makes new media such a hot topic in today's society.

The internet allows us to have a voice and be heard.

The level of immediacy and intimacy offered to individuals is unparalleled in terms of media channels and modes of communication.

Where and what we do with these tools is definitely up to the people.

Beyond Language | Connecting with Latinos Today

The U.S. Hispanic market is acculturating making it important for individuals interested in this important segment to accept the fact that being Latino in the United States is much larger and more involved than any one spoken language.

The race is on to understand the true nature of bi-cultural consumers.

According to Latinum, a successful attempt to tap into the U.S. Hispanic Market is quite challenging often leading to a vicious cycle.

I agree and feel that today's marketers have plenty of opportunity to evolve and truly connect with Latinos today.