A huge step back for Hispanic women? Completely. Offensive and derogatory? On almost on every level. Shame on you TDoT.
But then I watched the general market version and I realized that these people were suffering an overall marketing death-wish and and a case of bad creative.
I wonder how the agency was able to sell this concept to the client. It must have gone something like this…”Our strategy is to remain top of mind by further stereotyping TX as home to beauty pageant rejects and Latina ho’s. Our secondary strategy is to isolate both of these segments by upsetting them so much they will never forget to register their vehicle again.” Read the rest of this entry »
The Billboard Latin Music Conference & Awards, now in its 18th year, took place April 23-26 in Miami. The conference had a reported attendance of over 1000 sponsors, press and powerful music industry executives, and features showcase performances by over 20 artists, panel discussions on important industry issues.
Parties, educational sessions, cocktail receptions, networking events and the 5th annual Billboard Bash, which features awards presentations and performances all make up what they are now called Latin Music Week. The move to make this a week long event allow for more sponsorship opportunities which I’m sure is welcome. This is very similar to the strategy employed by the Latin Grammies with their street parties.
The Billboard Latin Conference ended in style with the Billboard Bash, the official pre-awards show party was on April 25, followed by the prestigious Billboard Latin Music Awards on April 26, which aired live at 8pm EST on Telemundo. Read the rest of this entry »
Miller Brewing Company launched Miller Chill in test markets last month to capitalize on the growing cultural trend of “Latinization.” Latinization means the growing popularity of Hispanic cuisine, music, fashion etc. in the cultural mainstream. In many instances, it is reshaping popular culture. Think of the growing popularity of Latin themed items. Also known unofficially to us Latinos as the “browning” of America.
An Associated Press story takes a look at how the trend of Latinization has been influencing what goes on grocery store shelves:
“Companies have found that Latin-inspired foods not only resonate with Hispanics — at 14 percent of the population now the nation’s largest minority — but they also make a splash with non-Hispanic consumers ever on the prowl for new flavors.” Read the rest of this entry »
One of the biggest mistakes I find online is advertisers trying to make ad materials work from their traditional marketing campaigns “as is”. As traditional marketers, we tend to want to be synergistic and efficient and economical and many other adjectives. As Hispanic agencies Clients have accustomed us to working magic with the budgets that we get. I’ll never forget when a local Chicken Fast Food Restaurant here in Miami made my agency at the time produce 6 spots for $150k. Somehow, we did a nice job considering the time and budget we had (we called in a lot of favors).
Your OOH (billboard) creative should not become the header to your micro-site. Your TV spot should not become the exact video you use for the intro to your site. Your brochure copy does not become the body copy of your page. Rather, your site should be an extension of the marketing materials you have in the market. It should be a place where consumers can take the knowledge they’ve acquired, through exposure to your message via traditional means, to the next level. A place where they can get the rest of the information they need to make an informed purchase decision. A haven where you can continue your brand relationship with them…long far after the TV media budget has ended.
For this reason, it is a best practice to produce more materials than needed for your traditional marketing. Shoot more footage than needed, negotiate internet rights for photography and talent upfront and create added value for your consumers online. Much like the bonus footage on a new release DVD, it is usually a BIG incentive to buy the movie. The same concept applies to online. It is the reason consumers continue to log onto your page to continue your relationship together. So make it count!
Newcomer iTunes Latino is launching its first sponsorship, distributing to attendees a card with a code redeemable for downloads of 10 tracks by Billboard Latin Music Awards finalists. They recently announced their new “relationship” with Telemundo integrating their popular programming into the download giant’s library.
“We’re thrilled to be iTunes’ first Hispanic TV property,” said Don Browne, President, Telemundo. “Partnerships like these are all about our viewers and following their needs. We can offer our original content to our audience through innovative and hugely popular platforms such as iTunes, which is why we are pioneers in the Spanish-language television and digital media industries.”
“We’re delighted to work with Telemundo and mun2 to offer outstanding Latin programming on the iTunes Store,” said Eddy Cue, Apple’s vice president of iTunes. “iTunes is the world’s most popular video download store selling over one million videos a week, and now offers over 250 TV shows from over 40 networks.”
Two of Telemundo’s most popular novelas to date, “Pasión de Gavilanes” and “El Cuerpo del Deseo” are stories about love, revenge and all the passion that comes in between, featuring stellar casts that include telenovela heartthrob, Mario Cimarro, among others. A hit since its premiere in May 2005, “Decisiones” is a nightly series featuring stories based on people’s life experiences and the decisions they make to pull through them. “mun2: The Immigration Special” introduces viewers to the life of an undocumented high school student from El Salvador who lobbies legislators to help secure a future for himself and others like him.
Apple launched their new service with the pretty cool spot below. Featuring “Pachuco” from the very popular Kumbia Kings.
Between the “official” merger of Telemundo.com and Yahoo! last week and this partnership with Apple, Telemundo stands poised to be the industry leader in new media and media integration. Univision…you are crazy for not doing your homework or are you too busy with the new acquisition? Where is your music service or partnership? Even Sony Connect has Latin music, but do not currently market it to Hispanics. I believe if Univision does not react soon, they will have a hard time catching up. Unvision.com is stale and entirely dependent on the broadcast giants monopoly of talent and the bullying of it’s partners and content suppliers. Could the playing fields finally be leveling out? We will soon see.
I recently read in Hispanic Market Weekly that the Vidal Partnership was able to convince Home Depot to produce their Hispanic spots in English and Spanish. Although I have not seen the creative I must say…congratulations!
Capitalizing on the fact that Hispanics are increasingly able to afford homes, Home Depot stands poised to cash in big on being prepared (and early to the party). I think it is smart to have created the spots in a culturally significant way rather that being confined to just one language. As I have mentioned in other postings, it is a real shift in thinking to the way Hispanic marketing has been done in the past…defined by one language.
I think it is insightful in this case because the way our homes look/feel are significantly different than most general market homes. Color is one of the things that differentiate us the most. So Hispanics, no matter the language, will have homes that look and feel different. This creative will speak to this insight and make a connection with this consumer that will be memorable. Read the rest of this entry »
One of the fastest-growing Hispanic markets in the U.S. enjoys a bevy of targeted media
Though advertisers and media giants seeking Florida’s Hispanic audience have long established themselves in Miami, they might be wise to set their sites on Orlando, one of the fastest-growing Hispanic markets in the country.
In fact, the number of Hispanic residents across its nine counties soared 255 percent in the past five years, from 133,000 to 478,000, according to market intelligence firm Geoscape International.
The Orlando/Daytona Beach/Melbourne DMA is No. 20 in both general- and Hispanic-market rankings. Hispanics make up approximately 14.4 percent of the 3.32 million population, according to BIA Financial Network, but their representation is greater in two counties: Orlando’s OrangeCounty is 23.5 percent Hispanic; Osceola is 38 percent, according to 2005 U.S. Census data. Read the rest of this entry »
This blog was developed to discuss issues affecting Hispanic marketing today. It is also intended to offer a fresh perspective different from the scripted media coverage currently being offered in the industry.
