Restaurants Are Scrambling for Creative Ways to Pique the Interest of Latinos

Just last year, the top 500 advertisers allocated 5.4 percent of their budgets to connect with Hispanic consumers, according to the Association of Hispanic Advertising Agencies. The wave of this specific spending focus began in 2007, when Hispanic ad dollars hovered close to 5.6 percent.

Since then, a Spanish wave has washed over QSR marketing schemes. Major players including Wendy’s and Burger King have launched Hispanic-specific campaigns, Baskin-Robbins created a new role to head up the company’s U.S. Hispanic marketing efforts, and Carl’s Jr. developed a format to integrate the chain’s products into prime-time lineups of Univision and TeleFutura affiliates.

Among the best marketers for the Hispanic demographic – as acknowledged by the AHAA – are El Pollo Loco, Domino's Pizza and McDonald's. McDonald’s even got into the mobile marketing game early, launching a text message ad campaign geared toward the market in 2007.

Read the full article on Hispanic marketing strategies.

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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.

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

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.

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

 

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.

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.

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.

Multicultural Agency of the Decade | GlobalHue

According to a recent news release, GlobalHue, the nation's largest minority-owned, full-service marketing communications agency, has been honored by AdWeek as "Multicultural Agency of the Decade."

 

Success in a year's time frame is commendable but sustained performance over a decade is outstanding.

 

"GlobalHue has consistently offered creative solutions that embrace a wide variety of cultures and ethnicities," says Olivier Francois, president, CEO and head of marketing at Chrysler. "Their work is a testament to a greater understanding of the changing needs of the audiences we're trying to reach." This sentiment reflects the agency's successful investment in demographic research following the 2000 U.S. Census, which helped fuel the shop's growth into the largest, smartest multicultural agency in the U.S. with revenue of $83 million in 2008.  (http://www.globalhue.com/)

 

The results are in. Creative solutions built around solid demographic research and an effort to both recognize and embrace multicultural markets is paramount to effectively reaching today's diverse consumer segments.

 

 

With the Latino Population Soaring, Hispanic Agencies Eye Future

If anyone who attended the Association of Hispanic Advertising Agencies 23rd semi-annual meeting last week thought that marketing aimed at Latinos has flat-lined, it's the premise that's dead. Not Hispanic advertising.



For the complete article, click on the link below:

http://www.marketingymedios.com/marketingymedios/noticias/article_display.jsp?vnu_content_id=1003667939

WellPoint Aims for Hispanic Market

The team inside WellPoint Inc. that created a successful product for the twenty-somethings is now hard at work trying to create a similar winner among Hispanics.Centered in WellPoint's southern California offices, this roughly 25-person team h

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