Friday, November 18, 2005
There's a method to my madness
Those who read my blog know I mix in some Spanish here and there.
Now, Marketing y Medios reports on Reebok promoting their new "Spanglish" website. The website, at barriorbk.com, targets Hispanic boys and young men ages 12 to 24 who like Reebok products, in part because of Reebok's sponsorship with Mexican soccer team Chivas. The story says it has drawn more than 5,000 unique visitors since it launched Oct. 13.
Again, this outlines the sophistication of the market and why marketers need to be clear of not just their demographics from an age and gender perspective but they need to slice a little farther. Are they Mexican or Puerto Rican? Are they English or Spanish dominant or Bi-lingual?
In some cases, a little of both might be the right approach as depicted by this Reebok campaign.
Now, Marketing y Medios reports on Reebok promoting their new "Spanglish" website. The website, at barriorbk.com, targets Hispanic boys and young men ages 12 to 24 who like Reebok products, in part because of Reebok's sponsorship with Mexican soccer team Chivas. The story says it has drawn more than 5,000 unique visitors since it launched Oct. 13.
Again, this outlines the sophistication of the market and why marketers need to be clear of not just their demographics from an age and gender perspective but they need to slice a little farther. Are they Mexican or Puerto Rican? Are they English or Spanish dominant or Bi-lingual?
In some cases, a little of both might be the right approach as depicted by this Reebok campaign.
Thursday, November 17, 2005
Hispanic marketing saves Apprentice?
One of my co-workers, Rebecca, informed me that on last night's Apprentice (Martha version), Marcela saved her behind by making the case that she could help Martha break into the Hispanic market. I don't watch the Martha version so I missed it. I'd need a separate blog to explain all the reasons why!
Martha, in her wisdom (read $$$$$ i.e. dinero), evidently was intrigued. I just Marcela's solution isn't to have Martha translate her magazine to Spanish! None the less, she saved her Mexican butt for another week.
The re-cap is on the MSNBC web site in case you also missed it.
Se habla English here?
Business & Legal Reports, Inc. released a survey about the number of different languages that are spoken among employees in the workplace. About 75% of the 493 respondents reported that at least 2 languages were spoken, 38% reported 3-to-6 languages, and only 24 percent reported a one-language workforce.
BLR, which produces compliance and training resources for safety, environmental, HR, and compensation managers, evidently used the survey to launch their new "Spanish Resources Center."
Pretty smart approach.
First, BLR clearly saw a market to offer their products to Hispanics as a whole new demographic. They're marketing the Spanish Resource Center directly to HR managers and safety managers, who are likely the purchasing decision-makers, in a manner that speaks directly to a challenge that they have likely already identified (how do we ensure the safety of our multi-language workforce?).
Second, surveys are a very effective way to generate earned media results (i.e. "news clips"). The media love to report on surveys. Getting ink in strategic publications (such as HR and Safety trade magazines for example) can then serve to position the company as leaders in their industry.
BLR, which produces compliance and training resources for safety, environmental, HR, and compensation managers, evidently used the survey to launch their new "Spanish Resources Center."
Pretty smart approach.
First, BLR clearly saw a market to offer their products to Hispanics as a whole new demographic. They're marketing the Spanish Resource Center directly to HR managers and safety managers, who are likely the purchasing decision-makers, in a manner that speaks directly to a challenge that they have likely already identified (how do we ensure the safety of our multi-language workforce?).
Second, surveys are a very effective way to generate earned media results (i.e. "news clips"). The media love to report on surveys. Getting ink in strategic publications (such as HR and Safety trade magazines for example) can then serve to position the company as leaders in their industry.
Tuesday, November 15, 2005
Television es muy importante for us
Multicultural Marketing Resources released a new study that says Hispanic Americans are 2-to 3 times more likely than the general population to turn to TV as their primary source for entertainment-related information, and that Hispanics prefer to watch news magazines and sitcoms over other primetime television formats.
According to the study, conducted by GfK NOP's Hispanic OmniTel Media and Entertainment Study, 64% of Hispanics say they consider TV the best source of info for things of leisure. The release has this breakdown on the percentage of Hispanics that turn to TV when planning activities as compared to the general population (GP):
-New Movies Coming to the Theater: Hispanics: 64%; GP: 34%
-Planning a Trip/Vacation: Hispanics: 30%; GP: 10%
-Attending Concerts/Sports Events: Hispanics: 48%; GP: 16%
Data is based on an August 2005 survey of 500 Hispanic Americans 18 and up, according to the release.
The survey also found that the viewing patterns of Hispanics are generally very similar to the general population, with some clear exceptions.
SIMILARITIES: Comedies/sitcoms were consistently high between both groups (64% for Hispanics and 67% for GP), and reality shows were consistently low (with only 37% of either group saying they routinely watch these shows).
DIFFERENCES: Almost two thirds (65%) of Hispanics regularly or occasionally watch primetime TV news magazine shows, compared to only 57% for GP. Also 54% of Hispanics regularly tune in to view primetime TV dramas, compared to 64% for GP. I'm no statistician, but this doesn't seem like a huge reportable difference to me, especially not knowing the margin of error.
The release wasn't clear on whether Spanish-language programming (i.e. Spanish or English sitcoms?) was considered or just English-language TV shows. Additionally, I assume they interviewed English-dominant Hispanics. I also wish the release had indicated what type of programs rated higher for each group than others. For instance on the sitcoms, I watch George Lopez but wouldn't be caught dead watching Friends (there are no amigos there as far as I can tell!)
This is still a good study, however, and if nothing else clearly demonstrates the assimilation of English-dominant Hispanics into the mainstream, and proves why a marketers can't target Hispanics blindly.
According to the study, conducted by GfK NOP's Hispanic OmniTel Media and Entertainment Study, 64% of Hispanics say they consider TV the best source of info for things of leisure. The release has this breakdown on the percentage of Hispanics that turn to TV when planning activities as compared to the general population (GP):
-New Movies Coming to the Theater: Hispanics: 64%; GP: 34%
-Planning a Trip/Vacation: Hispanics: 30%; GP: 10%
-Attending Concerts/Sports Events: Hispanics: 48%; GP: 16%
Data is based on an August 2005 survey of 500 Hispanic Americans 18 and up, according to the release.
The survey also found that the viewing patterns of Hispanics are generally very similar to the general population, with some clear exceptions.
SIMILARITIES: Comedies/sitcoms were consistently high between both groups (64% for Hispanics and 67% for GP), and reality shows were consistently low (with only 37% of either group saying they routinely watch these shows).
DIFFERENCES: Almost two thirds (65%) of Hispanics regularly or occasionally watch primetime TV news magazine shows, compared to only 57% for GP. Also 54% of Hispanics regularly tune in to view primetime TV dramas, compared to 64% for GP. I'm no statistician, but this doesn't seem like a huge reportable difference to me, especially not knowing the margin of error.
The release wasn't clear on whether Spanish-language programming (i.e. Spanish or English sitcoms?) was considered or just English-language TV shows. Additionally, I assume they interviewed English-dominant Hispanics. I also wish the release had indicated what type of programs rated higher for each group than others. For instance on the sitcoms, I watch George Lopez but wouldn't be caught dead watching Friends (there are no amigos there as far as I can tell!)
This is still a good study, however, and if nothing else clearly demonstrates the assimilation of English-dominant Hispanics into the mainstream, and proves why a marketers can't target Hispanics blindly.
Monday, November 14, 2005
Somebody call Ryan Seacrest
A Wal-Mart in Puerto Rico had a near riot during the release of "LO MEJOR DE OBJETIVO FAMA Y LO NUNCA ANTES VISTO," Univision's first TV show on DVD, according to a PR News Wire release.
The release was coupled with an appearance and DVD signing by Objetivo Fama winner Anais, and runners up Esteban, Rosangela, and Jayro.
In case you're not aware, Objetivo Fama is an American Idol-like reality music show that pits 20 contestants against each other for a recording contract and $25,000 cash. It goes a bit further in that contestants live in isolation together for 14 weeks in an academy in Puerto Rico. The best part is that there's no annoying Ryan Seacrest to deal with!
The press release has a line that reads: At this rate, it is likely that Spanish language reality DVD sales will outperform their English language counterparts. While there is no attribution or statistics to this statement, it is clear this release and the in-store promotion is a winner.
Camelo, out ... (Ok, I admit it doesn't sound as good as Seacrest, out, but I'm not as annoying)
The release was coupled with an appearance and DVD signing by Objetivo Fama winner Anais, and runners up Esteban, Rosangela, and Jayro.
In case you're not aware, Objetivo Fama is an American Idol-like reality music show that pits 20 contestants against each other for a recording contract and $25,000 cash. It goes a bit further in that contestants live in isolation together for 14 weeks in an academy in Puerto Rico. The best part is that there's no annoying Ryan Seacrest to deal with!
The press release has a line that reads: At this rate, it is likely that Spanish language reality DVD sales will outperform their English language counterparts. While there is no attribution or statistics to this statement, it is clear this release and the in-store promotion is a winner.
Camelo, out ... (Ok, I admit it doesn't sound as good as Seacrest, out, but I'm not as annoying)
Sunday, November 13, 2005
Bye bye "Latino Heat"
Word came out today from the AP that WWE wrestler Eddie Guerrero was found dead Sunday in Minneapolis, where he was scheduled to wrestle. The 38 year-old is survived by his wife Vickie and daughters Shaul, 14, Sherilyn, 9, and Kaylie Marie, 3, according to the WWE website.
Eduardo Gory Guerrero, 38, didn't respond to a wake-up call Sunday morning, authorities said. No foul play is suspected, according to the article.
Last February, Guerrero became only the second Hispanic to be WWE champion (the first was Puerto Rican Pedro Morales who held the belt for two years in the early 70s). Unlike Morales, Guerrero held the title for only four months.
Guess somethings are too good to be true.
This reminds me of Gabrielle Solis from Desperate Housewives ... as soon as we get our first Latina "housewife," who with husband Carlos happen to be the rich family on the block with a white gardener (talk about reversal of roles!), Carlos gets thrown in jail -- typical, huh?
It's well known that WWE rates well with young Latinos and is an effective outlet for advertisers seeking this lucrative demo. Let's hope WWE introduces more Hispanic wrestlers (maybe a little less stereotypical). RIP, Eddie.
Eduardo Gory Guerrero, 38, didn't respond to a wake-up call Sunday morning, authorities said. No foul play is suspected, according to the article.
Last February, Guerrero became only the second Hispanic to be WWE champion (the first was Puerto Rican Pedro Morales who held the belt for two years in the early 70s). Unlike Morales, Guerrero held the title for only four months.
Guess somethings are too good to be true.
This reminds me of Gabrielle Solis from Desperate Housewives ... as soon as we get our first Latina "housewife," who with husband Carlos happen to be the rich family on the block with a white gardener (talk about reversal of roles!), Carlos gets thrown in jail -- typical, huh?
It's well known that WWE rates well with young Latinos and is an effective outlet for advertisers seeking this lucrative demo. Let's hope WWE introduces more Hispanic wrestlers (maybe a little less stereotypical). RIP, Eddie.
