Thursday, November 03, 2005
She's no Betty La Fea
No, not this "Betty" but rather Betty Crocker who is looking to shed her 1950s Anglo housewife image by appealing to younger people ... and the growing Hispanic population.
According to a Philadelphia Inquirer article, Betty is going bilingual, with Cocina Betty Crocker: Recetas Americanas Favoritas en Español e Inglés. This in direct response to a growing request by Spanish-speaking Hispanics to learn how to make americano favorites like meat loaf and spaghetti, the article mentions.
Geared to multigenerational families where grandparents may speak only Spanish while the grandchildren are primarily English-speaking, they chose to translate the book in the most common Mexican dialect, since Mexicans make up a majority of Hispanics in the U.S.
Somehow I'm not getting a visual of Mexican grandmothers making homemade tortillas on the wood stove while simultaneously boiling agua for macarrones con queso but, hey, what do I know?
The marketing strategy is sound, however, due to the high acculturation level of non-immigrant Hispanics. (Read my Oct. 13 "Acculturation, huh, what is good for" posting)
Wednesday, November 02, 2005
Huracán Wilma affects advertising
Hurricane Wilma swept across South Florida and now threatens November "sweeps" -- which starts tomorrow -- primarily because Nielsen Media Research can not obtain data from households who are still without power, it was reported in a story in the Miami Herald.
During November sweeps important demographic data about the viewers as well as raw numbers of how many people tuned in are recorded (particularly for the new Fall season). TV stations use that information to adjust their advertising rates (or boost the ratings of particular shows) and media buyers use details from the data to decide what types of commercials should air at particular times or in particular shows.
To accurately reflect the region's viewership habits and demographics, Neilson needs at least 435 households ... as of Tuesday they had more than 200, the story reports.
One item of interest is how many people watch the Latin Grammys, which was moved to tomorrow night from its usual September air date to take advantage of the start of November sweeps. Stay tuned!
Disclaimer -- both my brother and father work for Nielson. My brother installs the equipment and my father recruits households (particularly Spanish speaking) to participate in the sample.
During November sweeps important demographic data about the viewers as well as raw numbers of how many people tuned in are recorded (particularly for the new Fall season). TV stations use that information to adjust their advertising rates (or boost the ratings of particular shows) and media buyers use details from the data to decide what types of commercials should air at particular times or in particular shows.
To accurately reflect the region's viewership habits and demographics, Neilson needs at least 435 households ... as of Tuesday they had more than 200, the story reports.
One item of interest is how many people watch the Latin Grammys, which was moved to tomorrow night from its usual September air date to take advantage of the start of November sweeps. Stay tuned!
Disclaimer -- both my brother and father work for Nielson. My brother installs the equipment and my father recruits households (particularly Spanish speaking) to participate in the sample.
Monday, October 31, 2005
Mija, done vamos for dinner?
Hispanics spend an average of $71 a week eating out or having food delivered, while non-Hispanics spend only $59. Acculturated Hispanics spend even more: $108 a week, which is about 83 percent more than the general-market consumer.
This according to a Nation's Restaurant News story today reporting on a new study called "El Mercado Restaurante" conducted by Woelfel Research.
In my "Where do I get good Mondogo" posting about supermarket marketing on 10/21 I spoke about how food isa major part of the Hispanic culture, and I mentioned that Hispanics come from larger families (3.6 per household compared to about 2.6 for non-Hispanics to be more precise) thus we spend more.
Hold on restaurant marketers ... before you go start seasoning your food with sofrito or putting pineapple chunks on your tuna casserole and start marketing yourself as Hispanic-friendly, heed some of the key findings of the study:
1) While cleanliness, taste and value are important attributes when choosing a restaurant, Hispanics consider certain "family-oriented" attributes more important than general-market consumers. Hispanics view dining out as a family affair in which the menu variety, low prices and a friendly atmosphere for children are top-of-mind when deciding where and what to eat.
2) By a 2-to-1 margin, Hispanic respondents said coupons for a particular restaurant drove their most recent restaurant choice. We get less mail and therefore look at everything with more detail and have higher recall rates, the study said. Except for me, I get a lot of mail and remember nothing so don't send any more, please!
3) Hispanic use carryout and delivery service more often (53 percent) than general-market consumers (44 percent).
4) Respondents said they'd prefer bilingual advertising and marketing materials that are culturally relevant and address their traditions and lifestyles.
This according to a Nation's Restaurant News story today reporting on a new study called "El Mercado Restaurante" conducted by Woelfel Research.
In my "Where do I get good Mondogo" posting about supermarket marketing on 10/21 I spoke about how food isa major part of the Hispanic culture, and I mentioned that Hispanics come from larger families (3.6 per household compared to about 2.6 for non-Hispanics to be more precise) thus we spend more.
Hold on restaurant marketers ... before you go start seasoning your food with sofrito or putting pineapple chunks on your tuna casserole and start marketing yourself as Hispanic-friendly, heed some of the key findings of the study:
1) While cleanliness, taste and value are important attributes when choosing a restaurant, Hispanics consider certain "family-oriented" attributes more important than general-market consumers. Hispanics view dining out as a family affair in which the menu variety, low prices and a friendly atmosphere for children are top-of-mind when deciding where and what to eat.
2) By a 2-to-1 margin, Hispanic respondents said coupons for a particular restaurant drove their most recent restaurant choice. We get less mail and therefore look at everything with more detail and have higher recall rates, the study said. Except for me, I get a lot of mail and remember nothing so don't send any more, please!
3) Hispanic use carryout and delivery service more often (53 percent) than general-market consumers (44 percent).
4) Respondents said they'd prefer bilingual advertising and marketing materials that are culturally relevant and address their traditions and lifestyles.
You go girl (part dos)
NOW WE CAN SAY WE HAVE MADE IT AS A PEOPLE!!! Ok, I'm stretching a bit here, but today there's news on PR Newswire that after 79 years we now have our first Hispanic character in the Macy's Thanksgiving Parage. A 54-foot, helium filled Dora the Explorer will make her way from Central Park to 34th Street in front of 2 million people and a national TV audience.
I last told you about Dora's ventures in my Oct. 9 post.
I last told you about Dora's ventures in my Oct. 9 post.
