Category Archives: Uncategorized

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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Realizing the IMPORTANCE of African American Women

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Taliah Waajid World Natural Hair Show, Atlanta, October 2013

We’ve heard and most of us have seen the strength of African American women.  The ability to effortlessly take care of home, work and still look stylish.  We see this in movies, television shows, talk shows and in everyday life.  They are at the forefront of style, trends and American culture.

Recently in Atlanta there was a natural hair show.  Thousands of women flocked to see what new products were new in this industry.  African American women are a complete niche market.  From hair, to clothes to shoes and shows, there is virtually every market that can reach theses strong women.

What are companies doing to speak to them?  Is it a good representation?   African American women are a great influence in the lives of their families, friends, community and anyone that is playing close attention (and that should be everyone).  If the hair industry, from mom and pops to top brands realize the importance of African American women, shouldn’t you?

Mother’s Day Began As A Failed Marketing Campaign

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Each and every Mother’s Day, the people of this great world celebrate mom and mums publicly, and very commercially. Each nation may have its own unique date on the calendar, but the jovial lavishing of flowers and cards, candies and toddler-made Crayola masterpieces bear the same sentiment. Here in the US, we celebrate Mother’s Day on the 2nd Sunday of every May (May 13, 2013)*.

 

But did you know that Mother’s Day originated from a failed marketing campaign? Not for commercial purposes, to my relief. Early in the 20th century, a woman named Anna Jarvis held a memorial and laid her own mother to rest at Andrew’s Methodist Church in Grafton, West Virginia.[1] This would later be known as the first Mother’s Day. The year was 1908 to be precise, the same year the Chicago Cubs won the world series, the FBI was founded, and Portugal’s King Carlos I was assassinated.[2] Full of emotion, Jarvis was inspired with the idea that all families should celebrate their mothers, and her campaign for Mother’s Day was born.

 

In 1912, Anna Jarvis began trademarking the phrases, “Second Sunday in May” and “Mother’s Day” respectively. She insisted that the spelling “be a singular possessive, for each family to honor their mother, not a plural possessive commemorating all mothers in the world.” The spelling stands to this day. But it was not until 1914 that her campaigning efforts were successful and Mother’s Day became an official American Holiday. The bill passed with a unanimous House vote, and was signed into law by President Woodrow Wilson.[3] But to her great disappointment, the American Holiday had been heavily commercialized by the 1920s. The commercialization stands to this day[4].

 

How do you honor your mother(s) each Mother’s Day? And for all the moms, how do you like to be honored?

 


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How do you honor your mother(s) each Mother’s Day? And for all the moms, how do you like to be honored?

Super Bowl Winner

The cost for a :30 ad during this year’s Super Bowl was  $3.8 million, compared to $2.1 million in 2003 and $850k in 1993.  Just to be clear, for a :30 Sunday Night Football ad the cost is $545,142 and for a Wednesday American Idol, it’s $340,825.  If you’re going to spend that much money, why not put your best foot forward?

The ads in this year’s Super Bowl were not short on celebrities including Bar Rafaeli, Usher, Amy Poehler, Stevie Wonder, Zoe Saldana, and The Rock.  Of course many advertisements are able to become water cooler talk, good, bad or indifferent.  Like the one “Sexy Meets Smart”, we see a “sexy” model kissing a “smart” guy.  Hmmm.  Or, “Prom” where a father tosses his son the keys to his car, and the son now has the confidence to kiss the prom queen and in turn gets a black eye from the prom king.  But hey, it was nostalgia for those who might have wanted to kiss that special someone but couldn’t muster up the confidence.

What had the best ad in my opinion?

The ad that tugged at my heartstrings and pulled me in.  Paul Harvey’s “So God Made a Farmer” kept me enticed with sound words that personified crystal clear imagery.  I was moved by the touching shots of the hard work farmers put in from before dawn to well after dark.  Of course throughout the commercial we see photos of a truck.  Only at the it’s revealed that the truck is a Dodge Ram.  It wasn’t an in-your-face commercial but appealed more to hard working citizens and their dependability, like the Ram.

Tell us, who’s YOUR Super Bowl ad winner?

Not Just in February

Are you targeting only in February?

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We are coming off from Martin Luther King, Jr. Day and heading into Black History Month.  What a perfect time to highlight prominent African Americans and contributions from Blacks as a whole!  It’s also the time of year where we see a surge in advertising targeting African Americans.

Wait… isn’t this the trend every year?  Break the cycle!  It’s 2013.   February is not the only month they purchase vehicles, groceries, clothing or go out to eat. .  African Americans are looking to spend with companies that are more in tune with their needs, culture and communities.

It’s more than just linking your ads to a charitable cause or having promotions geared towards Blacks.  Annual spending for the African American community is around a trillion dollars, so why are companies content on general marketing advertising with an extra sprinkle during February?

African Americans are becoming less receptive to companies that have a general market campaign that just include black faces.  They prefer advertising that is targeted to their specific wants and needs.  If you do your home work, your brand can profit from additional sales and transactions. Target consumer spending reflects their desires.  They want relatable advertising that will speak to their knowledge, culture and who they are, not just a catchy jingle.

Attention Seekers Need Not Apply

Are you an Attention Seeker or Attention Grabber?

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Wow!  I know you’re so proud of your advertising when you see it.  The strategy was well thought out.  You pitched the perfect idea, came up with incredible creative and showed the world the best you have to offer. But there’s one issue…it didn’t go over so well with your target audience.

Why?  Because YOU didn’t ask THEM what THEY wanted!  Sometimes the needs of our target audience somehow takes a back seat when we get so focused on our great concepts and imagined impeccable delivery.  I like to call these people “Attention Seekers”.  There’s no finger pointing and don’t play the blame game.  Someone wants credit for a job well done or for coming up with an idea that will beat out the competition.  We’re all human.

So why not take a step back?  How much time was spent researching your target market?  Are your marketing efforts in line with what they are looking for or did you make their wants fit into your box?

What if a hair care company continuously advertised a shampoo that was “specially designed for curly hair”, but the television commercial showed various women with straight hair holding the bottle.  Would you buy it?  The advertisement screams, “WE DON’T CARE ABOUT REPRESENTING YOU…WE JUST WANT YOUR MONEY!”

If a client feels like they’re an afterthought, misrepresented or disrespected, they know the power of their dollar and will gladly spend it elsewhere.

Be sensitive to your audiences’ needs.  In today’s society when many people change brands like they’re speed dating, it’s important to remember that customers are brand loyal, but not blindly loyal.  It’s time to change from being an “Attention Seeker” to becoming an “Attention Grabber”!

We’re Listening to YOU!

What you have to say is important, be heard!

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We would like to truly say, “Thank-you” to you for reading the IMAGES USA Multicultural Marketing blog.  Your input and responses have been amazing!  We want to make sure that we are staying true to our focus and would love to know what you want to read about!  Please leave a comment or send an e-mail to S.Rolen@imagesusa.net with your thoughts.  We look forward to hearing from you soon!

Thanks,
IMAGES USA