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This blog post will cover the second day of sessions that I attended at the 2010 Hispanic PR and Social Media Conference, the second half of Day 2 I’ll post soon. (more…)
Posts Tagged ‘Business’
2010 Hispanic PR and Social Media Conference Day 2: Keynote, Measuring ROI, Web 2.0
May 21st, 2010 No Comments
Posted in Hispanic Culture, Hispanic Marketing, Hispanic Online Media 
Tags: 2010 Hispanic PR and Social Media Conference, Business, ethnic or cultural focus, hispanic advertising, hispanic business, hispanic culture, Hispanic Marketing, hispanic marketing communications, hispanic video marketing, Latino, latino business, Latino culture, latino marketing, Manny Ruiz, Marketing, Marketing and Advertising, measuring ROI, monitor seo, multicultural research, Press release, social media, Social media marketing, Web 2.02010 Hispanic PR and Social Media Conference Day 1: Experiential Marketing, Trends and Socialization
May 19th, 2010 1 Comment
This is a continuation of my last blog post of the notes that I took down from the first day at the 2010 Hispanic PR and Social Media Conference. The next two posts will cover Day 2 so stay tuned! (more…)
Posted in Hispanic Culture, Hispanic Marketing, Hispanic Online Media Tags: 2010 Hispanic PR and Social Media Conference, blogging, Business, ethnic or cultural focus, experiential hispanic marketing, Facebook, Felipe Korzenny, hispanic advertising, hispanic business, hispanic community, hispanic culture, Hispanic Marketing, hispanic marketing communications, hispanic marketing trends, hispanic mobile media, hispanic youth, latina bloggers, latino business, Latino culture, latino marketing, Manny Ruiz, Marketing, Marketing and Advertising, Mass media, MySpace, social media, Twitter, Word of mouth2010 Hispanic PR and Social Media Conference Day 1: Keynote and Meet the Blogueras
May 17th, 2010 No Comments
The Hispanic PR and Social Media Conference held in Dallas was perhaps the best conference that I’ve ever attended because the sessions presented dealt with both Hispanic marketing and how to utilize social media with it. A special thanks goes to Manny Ruiz, the co-publisher of the Hispanic PR Blog, for making this event possible here in Dallas. His objective was to create a yearly event where professionals come together from marketing, advertising and public relations industries and learn about the latest concepts of Hispanic marketing, using social media for campaigns and networking. (more…)
Posted in Hispanic Marketing, Hispanic Online Media Tags: 2010 Hispanic PR and Social Media Conference, Advertising, blogging, Business, ethnic or cultural focus, Felipe Korzenny, Florida State University, Hispanic, hispanic advertising, hispanic business, hispanic culture, Hispanic Marketing, hispanic marketing communications, latina bloggers, Latino, latino business, latino marketing, Manny Ruiz, Marketing and AdvertisingFlorida State University offers online certification in Hispanic Marketing Communications
May 1st, 2010 2 Comments
If you’re looking to get educated in Hispanic marketing communications to help expand your business or marketing/advertising campaigns towards the Hispanic market without going back to school to get a new degree than you should consider taking a certified online course developed just for this at Florida State University’s Center for Hispanic Marketing Communication, headed by Dr. Felipe Korzenny. (more…)
Successful Branding Part 3: Doral Bank’s new campaign was a success!
October 24th, 2009 1 Comment
Doral Bank of Puerto Rico
In a previous blog, I had a great chance to interview Lucienne Gigante and Karla Gual of Doral Bank of Puerto Rico about their marketing campaign to brand Doral Bank as a bank for the community. So how did Doral do? absolute positive results. I would like to thank Termeh Mazhari of AMP3 Public Relations in providing me with great information through an executive summary that I posted below.
The following is based on a tracking study performed by Doral, Lopito, Ileana, Howie and Ipsos Hispania aimed at measuring Doral’s brand performance over time. The study also measured evolving market dynamics and consumer preferences in Puerto Rico’s banking industry.
The field work took place in January 2008, a month before Doral’s relaunch, and again between September and November 2008. In each wave, the statistically representative samples consisted of 500 to 600 consumers between the ages of 18 and 64, of both genders, islandwide, of socioeconomic levels A, B, C, or D, and with an existing bank relationship.
Findings
- Doral improved its overall brand image significantly since its relaunch in January 2008.
- While all banks improved their brand health (except Santander which lost significant equity value) Doral had the most significant increase (+20% in its overall brand health score), especially among ad recallers.
- The number of consumers who consider becoming a Doral client increased by 7% while all other banks lost potential clients.
- Doral’s “true involvement with the customer and the community” positioning touches the most relevant brand attributes and consumer drivers.
- Doral improved mainly in the two areas “community-commitment” and “involvement with the individual” client,
- The Doral brand is now perceived as a more leading, modern, charismatic, innovative, strong, supportive and energetic brand.
Increases in specific brand attribute
- It is a bank committed with the Puerto Rican people: +24%
- It is a bank that helps me accelerate my life: +28%
- Employees are attentive and courteous: +32%
- It is an institution that actively contributes to the community and its needs: +37%
- Has appealing and attentive branches: +48%
- Its advertising is appealing to me: +30%
- It is an institution that supports social interest and help programs: +64%
- The bank makes good recommendations to me and my family: +40%
- It is an institution concerned with the community’s education, communication and culture: +91%
- Has innovative products and services: +39%
- Has products that provide additional benefits: +33%
Not only did Doral Bank received positive results for their marketing efforts, they also received several awards because they successfully reached their customers by engaging them and becoming involved in the community of Puerto Rico. Something other banks should be doing right now. Great job Doral Bank!
Doral’s Awards
Bank of the Year: UK-based ACQ Finance Magazine recently honored Doral Financial Corporation with a Country Award for Achievement and named the financial institution its 2009 Bank of the Year. The winner was selected through an independent poll of ACQ readers, contributors, and industry experts. ACQ boasts a readership of over 50,000 key decision makers from across Europe, the U.K, and the U.S.
Three Hermes Creative Awards & Two Honorable Mentions: Over 3,700 entries were received from around the globe for what is considered one of the premier Marketing and Communications showcases.
- Best Public Relations Campaign and Best Community Public Relations campaign: Doral’s community programs Ruta Pink won two Gold Awards for Best Public Relations Campaign and Best Community Public Relations campaign
- Best Public Relations Campaign category: Doral’s eres parte d (“you’re a part of Doral”) campaign took Silver in the Best Public Relations Campaign category.
- Two Honorable Mentions: domingos dMuseo, received two Honorable Mentions in both of the aforementioned categories. Puerto Rico-based Lopito, Ileana & Howie, Inc. was the creative agency behind the three award-winning concepts.
SABRE Awards (Superior Achievement in Branding & Reputation)
- Ruta Pink and the eres parte d campaign were finalists for a Gold and Silver SABRE (Superior Achievement in Branding & Reputation) Award, respectively.
- Ruta Pink was up for Gold in the Latin American Category
- Re-branding campaign was named a finalist for Silver in the Financial Services Category. No banking institution from Puerto Rico had ever reached the final stage of the SABREs, an honored U.S.-based competition administered by The Holmes Group.
American Business Award
- Ruta Pink and domingos d-museo were recently named finalists for a 2009 American Business Award in the categories of Social Responsibility Program of the Year and Public Relations Campaign for a Non-Profit Purpose, respectively.
Successful Branding Part 1: Doral Bank of Puerto Rico engages its customers
Successful Branding Part 2: Doral Bank of Puerto Rico emerges as the community’s bank
Related articles
Posted in Hispanic Marketing Tags: Bank, brand indentity, Business, Doral Bank, Doral Financial Corporation, Hispanic Marketing, Puerto Rico, re-brandingSuccessful Branding Part 2: Doral Bank of Puerto Rico emerges as the community’s bank
October 8th, 2009 4 Comments
In my previous post, I had a chance to blog about Doral Bank’s efforts to give back to it’s community in Puerto Rico by offering free mammograms for those who can’t afford it through Ruta Pink, inviting the community to socialize and engage in both the arts and cultural activities at the Puerto Rico Museum of Art through their Domingos dMuseo program, and encouraging the community to understand the importance of the environment through urban reforestation at their D-Parques Initiative. Doral Bank made great efforts to gain the community’s trust and in doing so managed to build a more trusting relationship with their customers as well. Afterwards, I had a great opportunity to do a phone interview with Doral Bank’s Vice President of Public Relations, Lucienne Gigante and Vice President of Brand Development and Marketing, Karla Gual to tell me more of their successful programs to identify Doral Bank not only as a financial institution but also a part of the Puerto Rican community.
In 2006, Doral Bank started out as a mortgage institution on the brink of bankruptcy. Under its new president and CEO, Glen Wakemen, Doral began to transform itself from a mortgage-based company to a full-service bank. “His vision was to create a new Doral” said Lucienne, “where the community comes first and under his leadership his vision became a true success.” With the banks here in the United States becoming more and more distrustful, perhaps they should study Doral Bank’s marketing and branding campaigns and see that to rebuild trust with the customers, you have to truly engage them and build a relationship, and what better way then to spend time within the community. “At Doral we practice what we preach. The energy and passion is there and we really go to the extra mile to contribute to the success of the communities we serve,” said Karla in an interview with Caribbean Business.
Lucienne Gigante took part in these events and she saw a definite and positive feedback. One event is the Domingos dMuseo last year which drew in a crowd of 500 people and over 60 artists. “To see the difference, many families had a great time,” said Lucienne. “They actually thanked us for organizing this event. We wanted to provide free cultural activities and have our community be involved in a whole new world to explore art education, art to our children and just have a good time.”
Being a graduate student whose focused on marketing, particularly towards the Hispanic market, I wanted to get a better idea of how a professional marketer begins a campaign and successfully communicates it to their selected target market so I asked Lucienne what was behind the success of the Ruta Pink campaign. “Having an advertising background is absolutely useful because you are trying to send a loud and clear message to your target market,” she said. “We understood that women play an important role within the family nucleus and they put their family above themselves. This was evaluated through psychographic research. With Ruta Pink, we made them distinct and encouraged them to take care of themselves.” Through a balance of traditional marketing, online marketing with the development of a very detailed and attractive website and thorough research, Ruta Pink and Doral successfully managed to promote breast cancer awareness and educate women and men of the importance of early detection just by engaging the community.
How successful was this new brand marketing? On my next post, I’ll provide a more detailed analysis in a executive summary provided by Termeh Mazhari of AMP3 Public Relations. Here is a more concise branding campaign established by Doral Bank on Brandweek.
Lucienne Gigante, VP of Public Relations
Karla Gual, VP of Brand Development and Marketing
Successful Branding Part 1: Doral Bank of Puerto Rico engages its customers
Successful Branding Part 3: Doral Bank’s new campaign was a success!
Posted in Hispanic Marketing Tags: Brand, brand management, Brand Week, Business, Caribbean Business, community engagement, Domingos dMuseo, Doral Bank, Doral Bank of Puerto Rico, Doral Bank's promotions, Doral Financial Corporation, event organization, Glen Wakeman, Karla Gual, Lucienne Gigante, new branding, Puerto Rico, Ruta Pink, Target marketHispanic marketing can be achieved the right way
May 20th, 2009 No Comments
What I enjoy about blogging is that I can gather facts and data that supports my ideas of how Hispanic marketing can be successful. Some of the great sources are actually from professional marketers and advertisers that have been doing this for a good long time so I know that the information that they provide are factual and up to date and I am happy to share what they have on my blog as kind of social media archive. I happened to come across a blog while doing my research that supports my earlier post that marketers cannot generalize the Hispanic segment, thorough research has to be done to successfully achieve a marketing/advertising campaign. If it is not possible to do it in house maybe it would be best to hire an agency that specializes in Hispanic marketing, some I will post throughout my blogs. This blog post that I happened to find in Advertising & Marketing Review helps support my personal facts and that I am on the right path in blogging useful information about Hispanic marketing.
Some of the blogpost is actually posted below, I plan on dividing the post because the second half will lead me into traditional media and the best way to use it when marketing towards Hispanics. The blog post was blogged by Laura Sonderup, the Director of Heinrich Hispanidad, a division of Heinrich Marketing, Inc. that specializes in Hispanic marketing.
Hispanics – One Market or Más?
“Latino” or “Hispanic”, as a description, refers to an origin or ethnicity, not a race. There is no one monolithic “Hispanic market.” What, if anything, unifies Hispanics? For the most part, the language. Spanish stands as a symbol of difference for U.S. Hispanics; wherever they’re from and regardless of their history, Spanish is a key to their individual and collective pasts.Country of Origin
The single most important segmentation factor among U.S. Hispanics may be their country of origin. The U.S. Hispanic market is comprised of subcultures from over 20 countries in Central and South America, the Caribbean and Spain, with the majority (63%) of Mexican heritage. The culture, beliefs, opinions and consumer behavior patterns of U.S. Hispanics are not identical, as a result of the influence of differences in their native countries’ geography, indigenous ancestry and colonial origins.Acculturation vs. Assimilation
U.S. Latinos tend to “adopt and adapt” to customs and habits in the U.S. without shedding traditions and value systems. Along that line, marketers, and those trying to tap into the Hispanic segment, cannot simply transfer directly to the U.S. Latino market the conceptualizations or marketing strategies that work with more traditional, general market consumers. Latinos are assimilating to prevalent U.S. culture, but they are not, and probably never will be, fully assimilated. Instead, theirs is a path of acculturation. It is a process of integration of native and traditional immigrant cultural values with dominant cultural ones.¿Habla usted español?
Language is one of the most obvious examples of this phenomenon. Spanish is likely to remain the language of preference among U.S. Latinos. In fact, Univision is now the #5 network in the United States, behind ABC, NBC, CBS and Fox.When asked about advertising effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion. Many younger and acculturated Latinos mix languages into a form of “Spanglish,” in which they speak English peppered with Spanish words. But when it comes to selling, 56% of Latino adults respond best to advertising when it is presented in Spanish.
Communication Channels for U.S. Hispanics
Research shows that while Hispanics consume every type of media, they do seem to have a special attraction to television and radio. Nevertheless, the air-time used to identify a product or service at an in-depth level is typically too brief and too incomplete to be effective, thus the “sale” will not be closed. However, the combination of direct mail, broadcast and print makes it possible for the Hispanic consumer to obtain additional information and “close the sale” — with each medium contributing to the total communication story.
Related articles
- English-speaking Latinos turn to Spanish TV (pbpulse.com)
- TIAA-CREF Spanish-Language Initiative Provides U.S. Hispanic/Latinos Access to a Secure Retirement (eon.businesswire.com)
- Best Upon Request Ranks 466 on Hispanic Business Magazine’s 500 Largest U.S. Hispanic-Owned Companies Directory (eon.businesswire.com)
- A Latina Looks at Social Media Marketing and the Hispanic Community (marketingconversation.com)
