SJG’s 30th Anniversary & Holiday Party!

In light of the gamble taken by starting a Hispanic agency decades before the U.S. Census showed evidence of the need, The San Jose Group (SJG) celebrated its 30 years in business with a Casino Night on Friday, Dec. 9 at its offices on Michigan Avenue in Chicago. The Las Vegas style venue was packed with SJG clients, media representatives, partner agencies and the SJG team. Guests were treated to a night of casino gaming including Blackjack, Roulette, Texas Hold ‘Em and Craps. Foods from around the world were featured to reflect the new multicultural face of America and the agency’s area of specialty. “What a pleasure it was to host colleagues and associates for such a special evening. We couldn’t let thirty years of business go uncelebrated with those who have made it possible,” said George L. San Jose, president and COO of SJG. San Jose founded the business in 1981 with $247 in the bank and a conviction for the minority market to be serviced with the highest standard of advertising excellence. With the bold imagination to create, SJG has become one of the leading independent multicultural agencies in the U.S. today. For more photos from the event, please visit us on...

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Latino Micro Trends 2010-2015: Trends 1 & 2

Dec 20, 11 Latino Micro Trends 2010-2015: Trends 1 & 2

Posted by in Latin America, Total Market

Tony D’Andrea, PhD, Director of Planning and Research at SJG Why not macro trends one may ask. Because these refer to large yet widely publicized demographic trends: 51 million U.S. Hispanics with $1.3 trillion in purchasing power, indexing higher in the consumption of a variety of product categories, and responsible for most of the U.S. population growth in a decade. In contrast, there are molecular phenomena that emerge at a local or subcultural level. Not so easily identifiable, they often remain under the radar until it is too late. Some fizzle out while still at an embryonic stage, whereas others do go mainstream. For marketers, “micro trends may anticipate large scale consumption patterns of tomorrow. To investigate these possibilities is not merely fun or cool, but provides powerful resources for strategic and tactical advantage,” notes Mark Revermann, VP of Insights & Integration at SJG, multicultural marketing agency that sponsored the study. Several micro trends arising from the diasporic world of U.S. Hispanics are summarized below. They provide food for thought on what will be happening among Latinos and society at large; interesting possibilities to be creatively explored – and even expanded – by marketers. Women Entrepreneurial Boom: According to U.S. Census Bureau, 788,000 Hispanic women currently run their own business, a growth of 46% in five years (against a 20% national average). Latinas are thus one of the fastest growing business groups in America. Among reasons for becoming entrepreneurs, they want to explore professional and economic opportunities often denied to women (of all ethnicities) in structured corporate environments. Their growth antecedes wider changes in Latino consumer behavior and lifestyle aspiration. Along with more demand for products and services that deliver convenience, time-saving and resourcefulness, brands that recognize the new Latina values of assertiveness and independence will be at an advantage. Blogueras: While market studies have shown Hispanics as highly engaged in social media, there is a growing number of professional blogs run by educated Hispanic women. Mama Latina Tips, Latina on a Mission, Modern...

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Online Consumer Relationship Marketing (CRM): Building a Loyal Consumer Base among Hispanics

Tony D’Andrea, PhD, Director of Research and Planning at The San Jose Group To develop a sustained relationship with consumers, marketers are now adding digital platforms integrated with above and below the line marketing. This is not about brand or product placement in TV shows online or offline. Online initiatives now arise as a cost-effective solution for developing an interaction with consumers in more subtle and sophisticated ways, aiming at not only showcasing products but more importantly in developing brand loyalty. Big marketers have started sponsoring multi-pronged online communities in which people can get information as well as share experiences, while also having entertainment and promotional opportunities – all in a single website-centered platform. Considering that Hispanics, particularly Latina moms, overindex in a variety of online activities, let’s examine three interesting cases of consumer relationship marketing centered in online platforms: — L’Oreal is sponsoring a soap opera community (“Club de Noveleras”) hosted by Telemundo. As noted by a top brand executive, the goal is to “go beyond events” and make the website and mobile components of this platform a hub for discussions about all things related to soap operas. It also includes videos, articles as well as an expert beauty blog, all part of the eleven million dollar media spend of L’Oreal at Telemundo in 2010. — Fully sponsored by P&G, “De Moda” is another online Hispanic forum dedicated to celebrity and fashion topics. Hosted by Yahoo Mujer, De Moda showcases videos of select P&G brands that resonate with interests of Hispanic women. About half of the videos and articles are translated from the English counterpart “The Thread.” In the Spanish platform, P&G focuses on the Herbal Essence haircare product line, taking on Hispanics’ strong interest in natural and herbal ingredients (as we examined in a 6/23/11 article: Hispanic Consumer Trends in Hair Care). “De Moda’s” approach is thus to jive translation, transculturation and original materials seeking to achieve maximum effect. As a result, about 100,000 Hispanics visit “De Moda” each week. Their interests and behavior online...

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Hispanic Advertising Effectiveness: Originality and Transculturation beyond Translation

Tony D’Andrea, PhD, Director of Research and Planning – The San Jose Group When developing Hispanic ad campaigns, marketing executives must make key decisions over language, content and media channels. The trend in creative development has been in producing original targeted Hispanic spots that integrate cultural insights into messaging, talent and media behavior, or in transculturating general market (“universal” truth) assets in ways that incorporate cultural nuance into a relevant conversation with Hispanics. And results are tangible. In fact, recent studies by AHAA demonstrate a positive correlation between Hispanic media spending and general corporate revenues. Yet, the road is long and many marketers still prefer to learn by trial and error. Let’s consider two radical scenarios and some likely results. In the first case, you decide to save money by merely translating your general market assets into Spanish with no further considerations over messaging, talent or production. Result: the performance of your ads may suffer by more than 40%, according to recent research by Millward Brown. Still, let’s consider a more drastic scenario, in which you bluntly decide to reach Hispanics via English-language media only, “after all, most Hispanics are bilingual and they must be watching tons of TV in English.” As a rule of thumb (based on Nielsen), roughly half of Hispanics spend half of their TV time in each language (even as only 17% of all Hispanics prefer to speak English at home). However, when bilingual Latinos watch English-language TV, ad recall and likeability drop by more than 20% and 30% on average compared to Spanish-language media, according to a study by Nielsen AIG. In addition, reach across the Hispanic population is lower in general market TV, covering 38% of all Hispanics over one month (instead of 50% in Spanish media), and among Spanish-dominant Hispanics the reach is 20% instead of 80%! Given such striking differences, what is the right model for advertising to Hispanics? We recognize that some translated ads can be successful in Spanish media, and that English ads in the...

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