Posts Tagged ‘Marketing’

Latina Bloggers: Rise of the Mami Blogueras Part 2

Rise of the Real Mom spending graph

As mentioned on my last blog post, Latina Bloggers: Rise of the Mami Blogueras Part 1, moms have strong purchasing power and their consumer behavior is based around their family, lifestyle and life experiences. The above graph was researched by Advertising Age and you can see that the top three purchasing influences are personal care, clothing and books. Marketers need to develop strategical campaigns that will help drive brand loyalty and product purchases for each of these purchasing influences. The greatest challenge lies in capturing the interest of the Latina moms and that’s where the mami blogueras comes in. Mami blogueras not only post product information and reviews but also personal experiences and how it involves the everyday lives of their families. Marketers are now taking a closer look at the mami blogueras as they utilize their blogs to monitor product satisfaction and to encourage personal product reviews to boost overall popularity. One perfect example is General Mill’s QueRicaVida, a site focusing on Latina moms and families. They celebrated its re-launch by inviting Hispanic journalists and bloggers to a special gala in Miami and of course the very special guests are the mami blogueras because they are the key element in QueRicaVida’s online media campaigns.

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Latina Bloggers: Rise of the Mami Blogueras Part 1

Hispanic mom and daughter

A recent conference focusing on successful women bloggers held in New York City called the BlogHer Conference 2010 with the support of LATISM (Latinos in Social Media) is proof that now more than ever Latina bloggers have the ability to utilize online media, control content, gather information and be involved with communities of shared interests. One particular niche that caught my interest are the Latina mommy bloggers or the “mami blogueras.” After some time researching I can see why the mami blogueras are becoming the ultimate resources for parenting tips, shopping, cooking and family care.

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2010 Hispanic PR and Social Media Conference Day 2: Keynote, Measuring ROI, Web 2.0

Hispanic PR and Social Media Conference presentation

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…)

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2010 Hispanic PR and Social Media Conference Day 1: Experiential Marketing, Trends and Socialization

Hispanic Growth Presentation

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…)

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Florida State University offers online certification in Hispanic Marketing Communications

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…)

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My book review of Hispanic Marketing: A Cultural Perspective by Felipe Korzenny and Betty Ann Korzenny

This was a great book to do research on Hispanic marketing as well as Latino cultural studies. If you are looking to buy it, check out Amazon, they have really good prices. I actually did this book review before but the video plugin stopped working and so I had to do a new one. Also, I had to correct myself in that both Dr. Felipe Korzenny and Betty Ann Korzenny teach at Florida State University.

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Hispanic discussion panel: How Latinos use social media

2010 Hispanic Discussion Panel in Dallas, TX
2010 Hispanic Discussion Panel in Dallas, TX

This past week I had an opportunity to hear about how Hispanics are involved in social media by a group of panelists who are involved in this particular niche target. I like to thank the Multi-Cultural Special Interest Group and the DFW chapter of the American Marketing Association for putting this together, I thought this was a great idea for those who are interested in shifting to the Hispanic market. (more…)

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Spotlight: Tommy Thompson, President of iNSPIRE!

Tommy Thompson, President of INSPIRE! Marketing
Tommy Thompson, President of iNSPIRE!

On my last blog post, I had a great opportunity to interview Amber Gracia, the President of Cinco here in Dallas about how to market to Latinos in the Hispanic market segment as part of my research project. The next person on my interview list was Tommy Thompson, President of iNSPIRE!. (more…)

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Successfully Targeting the Hispanic Market

I happened to find this article off of a website called Scribd, a website that allows you to read, share and download articles. This particular article was uploaded by Larson Project Management, LLC and it was taken from the website The Nonprofit Times. Even though the information is brief, it is very direct on how bast to develop and design marketing and media campaigns and so it can be a great reference tool. The article is below. The majority of Hispanic direct response donators fall between the ages of 25 and 44 with males making the donation 67 percent of the time while females comprise 37 percent of giving, according to The Direct Marketing Association’s 2005 Hispanic Market Report.

The report showed that income levels indicated that 46 percent of those who donate earn $25,000 or less per year, while 29 percent earn between $25,000 and $50,000.

The growing Hispanic segment was the subject of a fundraising and marketing session at the Direct Marketing Association Nonprofit Federation’s 2005 New York Nonprofit Conference. José Raúl Pérez, People en Español (Time, Inc.), detailed a number of strategies for appealing to the Hispanic market.

The Four F’s — Commonalties

Faith. The majority of Hispanics are Christian Catholics
Family. A personal and cultural connection exists with extended family – engage tio, abuela, and primas.
Fun. Present product in a visual and vibrant way while avoiding stereotypes.
Future. Emphasize common aspirations: Owning a home, saving for college, helping others, service to the community, etc.

The Four P’s — Practical Insights

Price. It is more elastic than generally thought. Price and payment options matter, but product quality, image and brand awareness matters more.Product. Fulfill a need (or many). Provide bilingual customer service

Promotion. Use clear, concise and easy-to-understand copy. Stress savings, benefits, service and payment options. Incorporate compelling visuals.

Positioning. Appeal to sensibilities and cultural markers.

Language absolutely matters. Literal translations, grammatical errors and disregard for cultural differences can break an effort. Carefully vet copy; words and meanings vary from country to country.

Proper grammar involves accents, tildes, and other symbols. Feliz Ano Nuevo won’t work.

I also went ahead and posted some visual ads that advertises to the Hispanic market from the Hispanic Fact Pack, the ads kind of correlates with the above information and the elements of the design, image, and content really works well. Check out some of the ads below.

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Made the Intern Spotlight at my university! : )

My internship coordinator happened to email me a link to a webpage on my college website that showed a story about myself. It was pretty much a quick interview by answering a couple of questions on paper and sending it to my coordinator about my internship and what suggestions I can offer to others. I was kinda excited, I guess it’s my own version of celebritism at least at the most basic level. My internship coordinator told me that I am kinda well known by other students because of this blog I made; all thanks to my professor that showed me the way to social media. I know a couple of classmates of mine sometimes ask me about the blog and then from there we go to everything social media and I am always happy to help others to start on their own path and this really encourages me to learn more in order to achieve my career goals, which is to get into social media.

I should start blogging about social media pretty soon but I wanted to give a little bit of info about traditional media, which is still useful if marketed right. Below is an image of the page where my profile is at as well as the story. You can find my story on the Intern Spotlight page at my college website as well but I’ll copy the text for this post because I really don’t know how long they’ll have it on the site.

Here is the actual text:

Intern Spotlight: Frankie De Soto

Green and orange are the two most prominent colors Frankie De Soto works with on a daily basis as a graphic design intern for the UT Dallas Office of Communications. During the spring semester, Frankie, an ATEC graduate student, has had the opportunity to design several marketing materials for UT Dallas.

Whether he is designing a banner ad for the UT Dallas bus line to promote the McDermott Library, developing a “Pardon our Progress” ad on a tight deadline for The Mercury or researching visual concepts for UT Dallas’ 40th anniversary logo, Frankie has remained busy and focused on learning more about marketing and honing additional skills to include on his resume.

“This internship will help me expand my skills in both design and marketing,” explains Frankie. “While my career goals are focused in online marketing communications, social media and multimedia design and production, this position will help me develop more print design skills, because there is still a need for print production.”

Besides learning more about marketing strategies, Frankie is also taking advantage of the Office of Communications’ team environment. “So far I have learned to collaborate with my more experienced co-workers, who are more than happy and willing to educate me in visual design and marketing,” says Frankie. “I also learned to communicate with clients on proposed projects and share ideas at a more professional level.”

Upon completion of his internship, Frankie will not only have “real world experience,” but also a few additions to add to his professional network, which he keeps track of online through LinkedIn and Twitter. As a blogger with online media marketing interests, Frankie understands the importance of meeting people in the field of your interest.

“Most importantly: network, network, network. Build relationships with people that you meet at your internship,” emphasizes Frankie. “Begin building professional relationships with others who are in the same field as you.”

Frankie believes that his internship will give him an edge in this competitive market and he offers some advice to other students thinking about an internship: “Don’t be afraid to take on more challenging work. Remember, you’re an intern, the more challenging work you get, the more experience you will gain and put on your resume,” explains Frankie. “The Career Center team helped me revise my resume. As I got more experience, they made it possible for me to create a resume that is a professional reflection of my skills.”

Intern Spotlight

Intern Spotlight

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