April, 2015

LVM Supports 16th Annual Newport Beach Film Festival

NBFF

The Newport Beach Film Festival kicked off on Thursday, April 23rd with the Opening Night Gala featuring a screening of Russel Crowe’s directorial debut, “The Water Diviner” This post-World War I Battle of Gallipoli film tells the story of an Australian farmer who travels to Turkey to find his three missing sons. Karen Lanyon, Consul-general for the Australian Consulate-General, shared that this year marks the 100th anniversary of the battle and it’s very close to the hearts of many Australians.

Actors, directors, and city council members, alongside La Voz Marketing, gathered to support the 16th annual film festival that brings the best of classic and contemporary filmmaking from around the world. The Festival provides a forum for cultural understanding and enriching educational opportunities by showcasing a diverse collection of both studio and independent films.

This year, the film festival showcases about 150 feature films and 200 short films from more than 50 countries. Special spotlights highlight films from the United Kingdom, Canada, Europe, and Ireland. The Festival also features Latino, European, and Pacific Rim Showcases.

The Newport Beach Festival is not only open to filmmakers and VIPs, but to anyone who has an interest in supporting the creation and advancement of innovative and artistic cinematic works. “[W]e have something for everyone,” says Gregg Schwenk, co-founder and CEO of the festival. New additions this year include horror films, outdoor screenings of throwbacks like “Clueless” and even a showcase of old Disney clips!

The Festival proudly embraces the passion, vision and independent spirit of both emerging and seasoned filmmakers. LVM encourages you to participate in events like these to support arts and culture in Orange County!

The European Showcase starts tonight with films from Sweden, France, and Italy. The Festival also includes a special screening of “A Brave Heart: The Lizzie Velasquez Story” and a guest visit from Lizzie herself tonight at the Regency South Coast Village in Santa Ana.

Tomorrow the Latino Showcase will feature Chilean, Brazilian and Mexican Spotlights. Enjoy a special discount on a combo ticket of any of those films and the after party by using the code: NBFFLATINO.

Stay connected by following them on Twitter and ‘liking’ them on Facebook!

A Smart Investment: Tapping into the Hispanic Market

Blog - Auto

It’s not a surprise that the Hispanic market is rapidly growing. So what is the #1 tip when targeting US Hispanics?

Develop strong culturally relevant messages.

Many companies have made the mistake of simply translating their English content into Spanish without considering the consistency of the message.  Seasoned PR and marketing experts within the Hispanic market will tell you that it’s not enough. A “one-size fits all” approach will not work. Spanish is only a small part of a marketing strategy for the Hispanic market, of course, only if your audience prefers Spanish.

Current studies show that Hispanics dislike being viewed as a consumer segment. Instead, Hispanics prefer companies and organizations that make an effort to understand their culture and their needs. Through that process, Hispanics seek to build loyalty with brands that properly represent their voices and unique identity or with brands that empower their heritage by embracing their cultural characteristics.

Let’s take a look at the automobile industry.

eMarketer’s study in 2013 on the new-vehicle sales growth showed the US Hispanic automobile shopper is more likely to buy a car than the general market. Sarah Hasson, Senior Vice President (Automotive) in Univision’s Strategy & Insights Group, conducted a study revealing 20% of all new vehicle sales growth in 2013 were Hispanics.

Clearly, targeting the Hispanic market is a good investment for an automobile company, but what are those companies doing to achieve success?

Univision’s report reveals “leading brands all have awareness in the range of 60% to 71%, which is no surprise, given how active these brands are in Spanish-language media, and the consistent and culturally relevant messaging they’ve employed over the last 20+ years.”

Toyota has been the top-selling brand to Hispanics for over 10 years, due to effective marketing, public relations, community relations and stakeholder and influencer engagement. Toyota is also involved with several Hispanic events and conferences throughout the year to engage with the Latino community and to thank them for their business. “We strive to remain close to the market in order to understand each unique culture and be able to speak about the opportunities that Toyota vehicles provide in the most relevant and respectful way,” said Javier Moreno, manager of external affairs and communications for Toyota Motor North America Inc.

According to Pew Research, Hispanics are the most active group on social media in the United States.  Toyota has used that to their advantage to also engage with Hispanics on social media, using hashtags that are culturally relevant to Hispanics.  Honda, another automobile company successfully reaching the Hispanic market, also used social media to deepen engagement and build relationships with Hispanics by @HondaLatino Twitter account.

Honda and La Agencia have established a four-tier approach to market to U.S. Latinos, which includes cultural enrichment, community support, sports marketing, and product advertising. As a result, Honda’s Civic Sedan and Accord Sedan have been the #1 and #2 selling models to Hispanics for the past 8 years.

If you are seeking to develop culturally relevant programs for the Hispanic market, La Voz Marketing can help!  Click here to read a few case studies about how we helped our clients strengthen their relationship with US Latinos. For more information, contact us at info@lavozmarketing.com.

Finding a Catalyst to Ignite Change in Your Brand

Brand photo

Every year brands seek to increase their favorability, but only a few are successful in doing so. If you are wondering what you can do to increase your business’ impact, find a catalyst. Forbes considers catalysts as the “bold, simple and powerful statements that indicate what a company stands for, where they are going, and what matters – to customers and employees”. Companies with outperforming brands had leaders who focused on how the brand could communicate its strengths, which in turn energized and accelerated the business.

Catalysts are focused on long-term brand commitment by stripping away distractions, honing in on what matters most, and showing a clear vision. To find a catalyst that will ignite a change in your brand, look in these three places:

  1. Your brand’s expression

You may already have the inspiration for your catalyst in the words and symbols representing your brand. Use that to your advantage.

For a broad change or already loved brands, a powerful catalyst can also be a new visual brand identity.

  1. Your brand’s experience

Most of the time your brand is already taking the right action, without creating a big buzz. As marketers, you should be able to identify those actions and highlight them. For example, if a new business strategy is implemented in a large company, embrace it by aligning branding, communication and PR efforts around that new strategy.

  1. Your employees

Don’t take this part for granted. Your employees have a great impact, both internally and externally. Employees need to be aware and supportive of a common goal or purpose to successfully deliver the brand externally.

For examples on how catalysts have ignited change in companies’ brands, please check out Forbes’ article.