Multicultural Marketing

How Digital Television can Benefit Your Brand

Digital TV

 

A Nielsen report, Shifts in Viewing: The Cross Platform Report Q2 2014, reported an undeniable shift in television viewing habits amongst American consumers.  Although viewership on traditional television is reporting a decrease, the consumption of multimedia content continues to rise.  Millennials, generation x and baby boomers alike are increasing their viewing time on digital devices.  Digital viewership has also increased by two percent among Hispanics, eight percent among Blacks and ten percent among Asians.  This shift in television viewing habits gives brands a unique opportunity to connect with consumers on multiple platforms.

Digital advertising gives brands the ability to direct consumers to its landing page from an ad.   Brands can also engage in pop culture conversations online and share video links on online platforms.  For example, DiGiorno Pizza’s witty tweets during NBC’s Sound of Music Live garnered the brand publicity in a way unheard of over five years ago. Also, brands can create their own digital television programs for their audience’s enjoyment.  Chipotle developed a web series, Farmed and Dangerous, which stresses the importance of Chipotle’s stance on food safety and sustainable farming without placing a burrito in the show.  Denny’s recently launched a web series, “The Grand Slams” which will feature its favorite breakfast items and their stories.  According to Restaurant News, “the series targets millennials designed for viral social media play.”  Just like social media, brands that are innovators and early adopters in the digital television space will reap the benefits in the future.

 

 

A Lesson Learned from the Guy Having Coffee With all of His Facebook friends

Coffee Meeting

Matt Kulesza has 1,088 Facebook friends.  When he was skimming through his Facebook friends to delete people he does not talk to or know, he came up with an idea that has transformed into an approximate three year project and popular blog.  Matt has embarked on a journey to meet up for coffee with all 1,088 Facebook friends.  Without intentionally trying to, Matt has reminded us the importance of connecting with others in-person.  Social media and emails are important, but good public relations professionals do not hide behind the computer.  An in-person get together provides an opportunity to learn about each other on a personal and professional level.  The influencer might share with you several story ideas he/she is working on or you may spark an idea for a future story.  The influencer might utilize your brand’s thought leader for a story, after hearing about his/her impact in the industry.  Relationships are sacred and are best built in-person.  Keeping up with a person online is beneficial, but nothing can replace that in-person connection.

Check out Matt Kulesza’s efforts on his blog, 1000+ Coffees.

 

 

OC/PRSA 10th Annual Diversity Forum

DIVERSITY_10_Anniversary2-e1405743367778-300x282Last week we attended the OC/PRSA 10th Annual Diversity Forum, hosted by the OC/PRSA Diversity committee. At this luncheon, approximately 40 public relations, marketing and journalism practitioners listened to leading diversity practitioners share information about the progress made and what can be done to improve diversity in the workplace and the marketplace.

Moderator Richard Chang of the OC Register kicked off the discussion with Orange County Census statistics and shared that Orange County is a “majority minority city”.  Chang said public relations practitioners, journalists and marketers share something in common: “We are all trying to reach audiences.” He also stressed that we must be “very thoughtful on who we are trying to reach.”

Joe Keenan of MWW began his presentation by sharing the differences of traditional and current marketing strategies to the LGBT community.  Ads that would not have been created in years past are now running and reflect the New America.  Blurred lines exist in marketing to this coveted audience.

Lynn Jolliffe of Ingram Micro showcased how the company’s diversity objectives and strategies have increased diversity within the company.  Diversity is a component of the company’s corporate social responsibility and the company is attracting top talent because of it.  Lynn Jolliffe’s work at Ingram Micro provides an excellent model for other companies who are looking to increase their diversity.

Anne Dean, APR of Education Management Corporation, introduced statistics that will comprise 2020’s workforce and indicate the racial ethnic diversity in America.  Although racial ethnic diversity is on the rise, progress is limited for Hispanics and African Americans due to a lack of resources and lowered standards in education.  Dean stated that education drives diversity in professions and encouraged listeners to donate or offer resources to organizations that promote education equality.

La Voz Marketing congratulates the OC/PRSA Diversity Committee on its 10th anniversary and its success in the PRSA community.  We look forward to attending the next OC/PRSA diversity event.  For more information about OC/PRSA diversity events, visit http://www.ocprsa.org/programs-events/diversity/.

 

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

Hispanic Community Influences Market Trends

Does your company prioritize reaching the Hispanic community?  Honestly, engaging this audience can be vital to maintaining and growing your business. The impact of Latinos, especially in the realm of technology, will increase exponentially in the coming years.  The ever-increasing group of Hispanic consumers are influencing the market and propelling companies to cater to their desires.Google.Soy

In an article published by the Miami Herald, Ina Paiva Cordle discusses the growing Hispanic consumer market and the best ways to engage.  It is crucial to consider and incorporate this community as you plan for the future.

Latinos have established themselves in the mobile social media world and leverage it as a way to stay connected and share information. Companies have had to modify their approach to attract the Hispanic community by using technology and relatable cultural aspects. Utilizing the correct channels of communication is also essential to ensuring that your content is effective. Cordle states that Hispanics are “four times more likely to share branded content”, which can help your business considerably.

Positively impacting the Hispanic community is becoming a trend for companies such as Google, Target and Sherwin Williams’, who have already made adjustments to include this demographic. In fact, Google has made efforts to connect with Latinos using “Get your business con Google”, and they will launch a bilingual, bicultural domain “.soy”. Both mainstream and small businesses will need to make similar efforts to nurture the relationship with Latino audiences. “If Hispanics can determine the presidential election, they can definitely determine the future of technology,” said Eliana Murillo, head of multicultural marketing for Google.

Here at La Voz Marketing we understand the power of the Hispanic market and offer our clients special expertise on reaching and impacting this influential community. To learn more, visit us at lavozmarketing.com.

OC Public Relations Society of America Receives 2013 Diversity Award

The Orange County Chapter of the Public Relations Society of America (PRSA) has been recognized for embodying and demonstrating key values in diversity with the 2013 Chapter Diversity Award.

OCPRSA_logoThe award, presented at the PRSA 2013 International Conference Diversity Mixer in Philadelphia, is given to individual PRSA Chapters that exhibit diversity and represent movement to the betterment of diversity. By recognizing efforts of the Chapter, the award also contributes to advancing diversity.

Contributing to the OC Chapter’s success was this years 9th Annual Diversity Forum, which took place this past September. The event was titled “Don’t Get Lost in Translation: How to Decipher Cultural and Generational Shifts” and acted as a development resource to educate both student and professional PR specialists regarding diversity initiatives and best practices.  The event was moderated by Los Angeles Times reporter Anh Do, known for her coverage of multicultural communities. Other speakers included executives and business leaders in their field who spoke of their involvement in the outreach of growing cultural diversity.

La Voz Marketing proudly congratulates its local chapter OCPRSA on this important recognition!  PRSA is the largest professional organization serving the U.S. public relations community. Their mission is to “advance the profession and the professional” by providing news and information, continuing education and networking opportunities.  At La Voz Marketing, we strongly believe in the business value of Public Relations, advocate for greater diversity among our fellow professionals, and support our clients in developing and executing diversity initiatives through our multicultural marketing expertise.

Big-Name Brands Focus Marketing Efforts Toward Hispanic Consumers

As the Latino community grows and the demographic increases in spending power and population, big brands are targeting the community through redefined marketing efforts.

An article in USA TODAY Hispanic Living magazine, written by Michael D. Hernandez, highlights a key player in the Hispanic marketing world. Fred Diaz, who joined Nissan Automotive in April 2013 to lead the company’s day-to-day operations in the U.S., was pleased by the automaker’s budget devoted to Hispanic marketing.

“There was no need for me to do any arm-twisting or insisting that we needed to do more,” said Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.

Walmart and McDonald’s are among other brands following Nissan’s lead, stretching their budgets to reach the $1.2 trillion Hispanic consumer market. According to Advertising Age magazine, Hispanic media spending in the U.S. grew to $7.9 billion in 2012, a statistic that justifies Walmart’s strategy in setting out to double its multicultural marketing in hopes enhance outreach. According to research, these companies have the right idea; the Selig Center for Economic Growth reports that this demographic will account for about 11 percent of all purchasing power by 2017.

“It’s a pretty excmcdonalds13iting time, and the (Latino) community is coming into its own by embracing, like never before, these cultural elements such as music, food and novelas,” saids Jorge Plasencia, chairman and CEO of República ad agency in Miami. Audiences can expect to continue seeing more dual-language advertising campaigns in the media, as big-name brands focus marketing efforts toward Hispanic Consumers.

Here at La Voz we offer special expertise in the Latino market, providing unparalleled insight into reaching and positively impacting this community. Led by experienced bi-cultural and bilingual marketing professionals, we connect our clients with this diverse, dynamic and brand-loyal audience through innovative campaigns.

Society’s Newest Influential Segment: Upscale Latinos

Upscale Latinos are the most influential segment since the baby boomers, according to a recent report by Nielsen and the Association of the Hispanic Advertising Agencies.  Defined as Hispanic households earning $50,000 to $100,000 in annual income, this sophisticated market of upscale Latinos will drive shifts in purchasing behavior, brand relationship and category consideration, providing lifetime value and upside opportunities for many high-end, luxury brands.

Upscale LatinoThe report found that 15 million upscale Latinos in the U.S. accounted for 29% of the country’s Hispanic population in 2012, 37% of the group’s total spending power and is expected to double in size by 2050.  It also found that upscale Latinos are younger than upscale non-Hispanic Whites (33 years old compared with 39 years old) and they live active lifestyles, often with young families.

While reading through the report, we found some additional characteristics that we felt were necessary in describing this new age of boomers.

Homeowners and Financially Savvy

The report found that half of upscale Latinos have investments: 86% maintain savings accounts and 50% are more likely to manage their financial accounts from their mobile device.  The report also found that they were more likely to invest in the stock plans their employers provide them.  In fact, they invest more in mutual funds than the total U.S. Hispanic population (21% vs. 16%).

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The Financial Benefits of Citizenship for Hispanic Americans

CA_Latino_Financial_Access_ReportWeb.pdf - Mozilla Firefox 6132013 21951 PMThe National Council of La Raza (NCLR) recently released a new report titled ‘Latino Financial Access and Inclusion‘, which examines the financial benefits of citizenship for Hispanic Americans.  Included within the report are ways in which citizenship provides new opportunities for individuals to build their financial capacity.

Between January and April 2012, NCLR worked with eight NCLR Affiliates and four Progreso Financiero stores to survey more than 1,000 low-income Hispanic individuals across California.  The objective of this survey was to understand how Latino households were interacting with the financial services industry, the qualities and experiences that shaped their attitudes and decision-making, and the ways in which technology was either fostering or inhibiting access to financial services.  Below are a few key factors we pulled from the report:

Account Ownership and Use:

  • The majority of survey participants were saving. However, those without a bank account were less likely to save than participants with an account.
  • Survey respondents were tapping into a wide range of financial tools beyond those associated with accounts, such as checks or debit cards. Moreover, personal networks were an important financial tool.

Age, Citizenship Status, and Employment:

  • Account ownership fluctuated among age groups. Immigrant account ownership varied based on time in the country.
  • Foreign-born citizens had higher engagement levels than similarly situated immigrants who have yet to naturalize.
  • Participants pointed to the lack of bilingual capacity among financial institutions and burdensome identification requirements as major obstacles to building a meaningful relationship with a financial institution.
  • The unemployed were less likely to have an account than the employed.

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Recap & Highlights from Hispanicize 2013, The 4th Annual Latino Trends Event of the Year

Hispanicize

LVM recently traveled to Miami Beach, Florida for Hispanicize 2013, an important annual event that brings together professionals that are focused on the Latino market within social media, public relations, advertising, journalism, film and music.  After engaging in five full days of education, entertainment, and rekindling with colleagues, clients, bloggers and journalists, we returned home to California exhausted and fully inspired!   Here is a recap and some of our favorite highlights from the 4th Annual Latino Trends Event of the Year:

Hispanic Market Trends 2013: Top Marketers took an In-Depth Look at the Cultural and Marketing Shifts

In the midst of an ever growing digital revolution, the Hispanic and multicultural marketing world is experiencing massive change.  At a time when major TV networks are being launched, social media is exploding and bicultural marketing is finally taking off.  Speakers from AARP (Raquel “Rocky” Egusquiza), Sherwin-Williams (Jason Riveiro) and Target (Nydia Shagun) helped us understand how senior Hispanic and multicultural brand executives are tackling these and other pressing questions of the Hispanic market industry. We also gained insight on:

  • The top cultural trends Hispanic marketers are paying most attention to
  • Social media strategies and tactics that show the most and least potential with brands
  • Potential marketing implications of changes in the immigration policies
  • Latino trend setters brands most admire in music, film and culture
  • What brands REALLY think about the major realignments going on at the major Hispanic TV networks
  • How brands are aligning their digital strategies with their non digital platforms

Hollywood Icons Take Part in The Adelante Movement: The Wisdom of Latina Legends

We’re still spinning from The Adelante Movement luncheon, hosted by the inspiring Nely Galan, founder of The Adelante Movement, and featuring Hollywood icons Rita Moreno and Charo. Presented by The Coca-Cola Company, these legends provided us with their insights regarding economic and personal empowerment, career and financial success, as well as health, wellness and longevity.

“I have firm faith in the untapped potential of women at home and around the world,” proclaimed West Side Story Actress, Rita Moreno.  “We are not victims…we are agents of change…drivers of progress…makers of peace…all we need is a fighting chance.”

The Leading Conservative & Liberal Voices of Hispanic Journalism

In the wake of the 2012 Presidential election, the Hispanic voting bloc has become an increasingly important one with major ramifications on our nation. Every day and on almost any network, one can witness an intelligent and prominent Latino voice offering perspective on the issues of the day. Immigration reform is heating up, more Latinos are represented in Congress than ever before, Democrats are pushing legislation on various fronts dealing with Latino issues and the Republican National Committee recently announced outreach to Hispanics as their single biggest focal point in the years ahead.

Speakers from FOX News (Rick Sanchez), The Jeffrey Group (Mike Valdes-Fauli), Dewey Square Group (Marla Cardona), Capital Gains (Carlos Currbelo) and El Show de Fernando Espuelas (Fernando Espuelas) discussed these debatable topics facing our nation.

We were continually impressed by the caliber of speakers, brands and media that we engaged with at Hispanicize 2013 and look forward to next year’s event!  For additional insights and key takeaways, check out Manny Ruiz’s (Founder of Hispanicize) overview “Key Takeaways, Memories and Other Highlights from Hispanicize 2013“.   Gracias por todo Hispanicize 2013!

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