Category Archives: LATINO

YAVEO: Direct TV’s New Online Spanish-Language Video Streaming Service

In a bid to draw multi-lingual viewers to view most of their content online, DirectTV has curated YAVEO. The service, which isn’t available outside the U.S., will stream TV shows, on-demand movies, children, and sports programming over the internet to PCs, MACs, and Android-devices. A price tag of $7.99 monthly without the requirement of a DirectTV subscription ensures it will be a hit among its target audience.

AT&T is awaiting approval for is $48.5 billion acquisition of Direct TV; The purchase is being used to expand its pay-TV, internet, and wireless service throughout Latin America.  Direct TV owns 41% of Sky Mexico–Mexico’s largest satellite TV provider.

Internet-TV based packages give customers expanded options as more people begin to watch content via personal computers and increasily, mobile devices.  As major companies seek to grow, they are looking to cross-cultural, dense markets to secure new footing.  YAVEO sits among of growing list of pay-TV services that target segmented, multi-cultural customers.

 

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What’s Black/Hispanic About It?

Are you talking to me?

Is it necessary to advertise to different demographics?  Should advertisers make one commercial for the general market, one for the African American market and even one still for the Hispanic, Asian and other markets?  If there wasn’t such a great need for multicultural marketing, would I would be out of the job?

Is it enough to just put black or hispanic talent in an advertisement and call it multicultural?  Is it a good idea either to have a Mexican talent voiceover a product targeted towards Cuban audience?  If you don’t see the problem with this, then you’ve probably have been missing the mark.

It amazes me that so many brands want the consumer to spend money with them, but are not willing to invest in their community.  For so long it was advertisers talking at consumers.  They would put what they thought was a good representation of a particular culture in commercials, but honestly it’s just not enough!

In order to reach your target market, you must engage them.  What are their likes and dislikes?  How is your message infused with their culture?  Most importantly, are you listening to them?

People don’t want to be talked at, they want to be communicated to, respected and included.  Don’t you?

I Am Not Spanish!

Don't just know your target, understand them!

Image by: hispanic-marketing.com

Often times it’s quite obvious when someone is not familiar or in some sort of contact with other ethnicities.  It’s an uncomfortable subject but it doesn’t have to be.  In marketing, it’s imperative to not only know your target audience, but understand and properly address them.

Imagine if you will a marketer presenting to a potential client.  The marketer is the “expert” on selling widgets to a particular demographic.  In the presentation, the marketers says, “And we completely understand and are leaders in marketing to the Spanish”.  Hmm.  What’s wrong with that statement?  Just because some speaks Spanish, doesn’t mean they’re from Spain.  The proper term is Hispanic or Latino.  The terms Blacks and African Americans for the most part are interchangeable.  But Africans and African Americans are NOT substitutable.  (If you don’t know the issue with this, please see me for an explanation.)

We all want to sound smart and be at he top of our game.  Just don’t try to be something you’re not.  Not having the right representation could shut you out of an entire market and label your business as insensitive, culturally unaware or even racist.  In the search for business, make sure to have the right partner that truly understands a particular market, not just their stereotype.

The Power of the Hispanic Dollar

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Image by: hispanicallyspeakingnews.com

Hispanics have quietly become the new “Super Spender”.  There has been an increase in the cultural influence of the Hispanic community.    Shopping centers and grocery stores are being built, targeting Hispanics.  For many Hispanics, their culture and heritage is a major influence.  They don’t shy away from tradition, instead they embrace it.  They are looking, searching, seeking for the same ingredients Abuela used to prepare meals or for the beautiful lace dresses for their daughters.

Marketers need to pay attention and do what it takes to earn the Hispanic dollar.  According to the U.S. census surveys, the Hispanic community spent $490 billion in 2000.  It has now surged to $1.1 trillion and expected to grow up to 48 percent by 2015.

Over the past decade we have seen more Hispanics on television and headlining television shows.  Modern Family, Wizards of Waverly Place and George Lopez are all successful sitcoms on major networks (ABC, Disney, ABC respectively).  Other networks are also looking for ways to connect to this growing demographic.

Goya Foods is the largest Hispanic-owned food company in the United States.  In 2011, the company was recognized for over 75 years of success and commitment to the America Dream, by President Barak Obama.  The company is also joining forces with First Lady Michelle Obama on her “Let’s Move!” initiative.  They are committing resources to promote the USDA’s MyPlate or MiPlato, to remind families about making healthy meal choices.  Goya has found a way to infuse Latino diversity in the general marketplace.

The market is increasing for Hispanics and so is their buying power.  Just look, the mayor of Los Angeles, California, Antonio Villaraigosa, the country’s second highest ranking city (by population and rank) is Latino.  Hispanics are leaving their footprint in America and are waiting for marketers to catch up.

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IMAGES USA Marketing Director Jafet Ramirez weighs in on Univision’s recent announcement that they will launch a digital component to its upcoming Hispanic Themed, English language news and lifestyles network in September. With their next step in digital, is Univision … Continue reading

From Melting Pot to Multicultural Nation: Hispanics Redefine Acculturation

By Dr. Juan Quevedo, Director of Research & Strategic Insight at IMAGES USA

The concept of the melting pot was viewed in the early 20th century as a process of Americanization that immigrants went through in their cultural integration to American society. An inevitable aspect of assimilating meant abandoning their native tongues and adopting English as their new language. By contemporary standards this happened rather swiftly, in one generation or less.

In today’s global world, Hispanics are giving a new meaning to the melting pot due to a combination of factors. This is the first immigration wave in our country’s history of such massive size, currently at 50.7 million, to whom success more and more means being bilingual.

Aiming to adapt to American culture, English is considered vital yet it coexists in harmony with Spanish, the language spoken at home by an evident majority: 75.5% (U.S. Census, 2010 ACS). This makes the U.S. the second largest Spanish-speaking country in the world after Mexico (pop. 115 million).

Because of modern day advances, this is also the first time that an immigrant group encounters large pockets of population speaking their language. Add the ability to stay in touch with family in Latin American countries, a remarkable infrastructure of mass media in Spanish, the benefit of air travel and the ubiquity of the Internet, and you have a formidable case for the continuity of bilingualism as one of the legacies of Hispanic culture to the American melting pot.

An underlying trend brings added complexity: There is economic value in being bilingual. Due to sheer population size and spending power, many second and third generation Hispanics are retro-acculturating and learning Spanish, as well as growing numbers of non-Hispanic parents who insist that their children’s education include foreign languages.

We are clearly evolving from the society that Hispanic TV icon Jorge Ramos once described as “the only country in the world where it’s more important to speak one language than many”.

A host of circumstances strengthen the continuity of Hispanic culture and language, redefining acculturation toward biculturalism. As a nation we are embracing the value of being heterogeneous and growing to respect all the different cultures that give uniqueness to our national character.

Questions or comments? Weigh in below or Tweet us @IMAGESUSA

Lead With ROI and Open The Door To New Segments

Having a tough time selling your clients on increased multicultural spending? Demonstrate strong ROI! Today’s food for thought is brought to you by IMAGES USA Marketing Director Jafet Ramirez.  Enjoy!

Multicultural marketing professionals wonder at the lack of enthusiasm of many organizations to directly target African American, Hispanic and other ethnic segments.   Multicultural programs compete for funds with general market initiatives; therefore the way to advance business development programs on any sub-segment is to demonstrate how to build a business while achieving ROIs that contribute to overall efficiency. How to leverage available resources leading to total market share growth will be a winning argument time after time.  While working at a large telecommunication company it was easy to show the high level of consumer loyalty, response rates and sales conversion ratios of Multicultural segments; the challenge was ROIs.

Don’t wait to be asked; when proposing Multicultural initiatives lead with ROIs and the rest will take care of itself.

Industry peers and contemporaries: Do you find trouble in measuring ROI for multicultural initiatives? How do your clients respond to your efforts? Comment below or Tweet us @IMAGESUSA