Excellence in Multicultural Marketing

Teams of all shapes and sizes place an importance on quality results. From the breakroom to the boardroom, the pursuit of perfection itself is oftentimes given a backseat to seemingly more pressing matters such as additional statistics, more research, bigger charts, prettier infographics, and flashier marketing swag.

Many marketers and communication specialists are on the fringes of a vicious cycle. Have we traded innovation for familiarity or creativity for consistency?

Consider this a signpost.

Not talking smack...we're talking SMAC. (Specific, Measurable, Achievable, Challenging objectives.)

There's a time and place for actionable insights and refined direction. However, the pattern of normalcy across various departments, markets, and varying industries is in itself a detriment to the pursuit of excellence.

We act on certain things because of the status quo without taking the time to observe the sea of possibility.

There's an ocean of opportunity just waiting for the willing.

The pursuit of excellence is not just a goal...but rather it is the goal.

Let's break this chain and cycle of business as usual in every aspect of marketing and communications.

After all, isn't that where the real meaning and success lies?

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?

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.

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.

A Winning Formula

The Importance of People

 

Building relationships and trust is all about people. Focus on the product, technology, process, or gimmick,...and you've already lost half your battle.

 

Today's consumer is smart, web savvy, and connected. They understand the tools and technology and have the overwhelming challenge of trying to filter out all the junk. If you understand this and embrace it you will begin to realize that positive momentum, growth, and improvement rely heavily upon the value of people.

 

The marketing mix is comprised of four P's (Product, Place, Price, and Promotion). However, it's safe to say that we can add "People" to the equation.

 

Here is a winning formula for building trust...

 

Credibility x Reliability x Intimacy / Self Orientation = Trust

 

Clearly, when we stop talking about our self and focus on building relationships the rest is history.

The Power of Mass

Leverage is the ability to put your good talents to work. The ability to harness your experience, education, and skill inventory allows an individual the opportunity to accomplish some great feats. Individuals are unique and bring to the table their own social, cultural, physical, and emotional attributes.

George Lopez, for instance, has risen to popularity through his ability to make people laugh and connect with more than just Latinos. He adds a new face to late night comedy but brings with him the elements of humor and cultural savvy.

However, even George can’t do it alone. He needs the strengths, talents, and insights of many people to help him rise to the top of late night television. Using a service such as twitter to get the word out and build up buzz should definitely pay dividends.

Synergy | Mass

Connecting with other talented individuals or building a strong network can help lead to synergy. The voice of many and influence of a thousand can have a noteworthy impact on accomplishing a task, reaching new heights, or promoting a cause.

Mass is about networking, collaborating, and engaging with others in a genuine and mutually rewarding way that increases one’s impact.

Consider the following scenarios:
• Fred before he exploded onto the YouTube scene.
• Chris Brogan prior to being one of the biggest bloggers on the Internet today.
• George Lopez before his t.v. sitcom and latest endeavor, Lopez Tonight.

How did these people build mass?

By being authentic and offering their audience something of value (humor, entertainment, tips, information, etc.)

Today’s most influential Latinos are those who leverage their talents, build mass, and offer value.