CPG Food Brands Expand Digital Marketing in the Hispanic Segment

Tony D’Andrea, PhD – Director of Research and Planning at The San Jose Group In an effort to develop a stronger relationship with Hispanics, marketers have been expanding and more fully integrating their digital assets with marketing strategies. It is no longer about having a website showcasing product lines in Spanish, but in creating consumer communities based on a multi-functional digital platform. Brand loyalty is now driven by engagement as a direct goal or metric in digital strategies. In this wake, CPG food brands have been pioneers in integrating website, social media and mobile with richer content and user experience translating in call-to-action opportunities. Forty million U.S. Hispanics will be actively engaged online by the mid-2010s. Latinos already overindex in a variety of online activities: creating social pages and blogs, posting comments, downloading video and music content, sending and receiving tweets, etc. Specifically, Latina moms are one of the most active groups online. But Latinos are largely underserved in terms of online options in Spanish. According to Mike Kolin, VP of Channel Strategy at The San Jose Group, “given that less than 20% of Latinos prefer to speak English at home, developing an online conversation in Spanish does provide a competitive advantage for marketers in the digital sphere.” The rapid expansion of General Mills’ Hispanic online initiatives successfully seeks to capitalize on these opportunities. Qué Vida Rica was created to become one of the best sources of food and lifestyle information for Latinas. A free quarterly magazine and rich website, it provides food information, recipes and coupons as well as expert advice on issues important to U.S. Hispanics: education, holiday, health, wellness and family. More recently, Qué Vida Rica also developed a free iPad application with over 900 recipes. As part of an integrated campaign, the digital platform is promoted along TV vignettes and celebrity chef appearances at Univision. As a result, double-digit sales growth has been registered by General Mills in the Hispanic segment. Goya’s digital platform is another interesting case. As one...

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Gift of Hope Organ & Tissue Donor Network Names San Jose Public Relations As Total Market Communications Partner

Jan 26, 12 Gift of Hope Organ & Tissue Donor Network Names San Jose Public Relations As Total Market Communications Partner

Posted by in Nonprofit

Building upon its initial relationship which started in 2009, Gift of Hope Organ & Tissue Donor Network has named San Jose Public Relations (SJPR) as its total market communications agency of record for 2012. The effort will consist of strategic planning, media relations and community relations to build awareness around Gift of Hope and to inspire people to save lives as registered organ and tissue donors. As a not-for-profit organ procurement organization, Gift of Hope is one of 58 non-profit agencies that make up the nation’s organ donation system. Gift of Hope coordinates organ and tissue donation and provides donor family services and public education in Illinois and northwest Indiana. “Gift of Hope has made great strides in the Latino market with SJPR and we are excited to increase our collaboration in the coming year,” said David Bosch, communications director for Gift of Hope. The additional responsibilities follow a successful year of media presence for Gift of Hope in the general, African American and Hispanic markets in the Chicagoland area. SJPR led media relations for several initiatives including National Minority Donor Awareness Day which seeks to raise awareness of the urgent need for donors and transplants within the multicultural community. Most recently, SJPR completed its most successful campaign to date for Gift of Hope regarding the featured rider that was selected to represent the organization on the Donate Life float in the 2012 Rose Parade®. “We are thrilled to continue to play such a key role in supporting Gift of Hope,” said George L. San Jose, president and COO of SJPR. “Our team is passionate about organ and tissue donation, and our continued partnership will take Gift of Hope’s message to a whole new...

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Latino Micro Trends 2010-2015: Trend 7

Multicultural Super-Heroes: According to a Marvel top executive, Obama’s election was pivotal in the release of multiethnic Spider-Man. Though half-Black, half-Latino Miles Morales currently is a small-scale alternative to mainstream Peter Parker, there has been some speculation whether a minority actor should be cast as Spider Man in future movies. As metropolitan America becomes more and more multiethnic according to the U.S. Census Bureau, it does make sense that Matrix’s Morpheus and the rebels from Zion are mostly Black and Latino. Overall, as comics often reflect larger social realities, the new U.S. demographics will be matched by a roster of multi-ethnic super-heroes. Wouldn’t Green Lantern’s recent popularity come from his half-Mexican, half-Irish background? Brands that can anticipate a conversation of virtue and empowerment with the metropolitan youth will have much to gain in appreciation and admiration, and in recognition of this great nation’s melting pot in action. This study on Latino Micro Trends was conducted by The San Jose Group, a premier multicultural marketing agency with over 30 years of experience helping clients’ brands connect with people. For more information on this article’s topic, please email sjgpr@sjadv.com or visit us at...

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Latino Micro Trends 2010-2015: Trends 5 & 6

Music on the Go: If you want to understand new forms of mobile behavior in the general market, then Hispanics is a group to watch. They listen, download and transfer music on, to, and from mobile phones at levels high above the national average (160-plus index points, according to ComScore 2011 reports). Likewise, checking entertainment for making purchase decisions on the go is spearheaded by Hispanics – the most wireless ethnic group in America, according to government’s CDC. As mobile culture creates havoc in people’s (re)scheduling agendas updated according to last-minute texts on the go, shopping patterns likewise become disrupted, based on spontaneous, improvised and on-the-spot decisions. Brands capitalizing on the immediate power of digital technologies can enjoy an advantage in the marketplace. In such ephemeral environments, music can provide a lasting way to connect with people. Gothic in the Mainstream: Have you noticed more horror movies lately? It is probably related to Latinos as a heavy segment of movie goers: 28% of all frequent goers (for all movie genres) in the U.S., according to Nielsen. In the wake of gothic subcultures among Hispanics, they enjoy horror movies, as indicated by Latinos comprising 42% of the opening audience for “The Unborn” nationwide, and 54% for “The Last Exorcism” in the LA market. In Chicago, horror movie TV host Svengooli has strengthened his position thanks to the Hispanic audience. Sociologically, horror movies play on anxieties of the population. In the case of Latinos, departing from a Catholic background is often met with fears of separation (and even deportation), cinematically represented as horrible dismemberment and religious hysteria. With U.S. Census reports confirming the continuous growth of the Latino population, Hollywood investors will be tempted to release more scary movies in years to come. In addition to conventional ways of positioning brands across entertainment and art, a more subtle approach involves a deeper psychoanalysis of collective moods, by which brands can proactively explore the emotional undertones of a period, thus building a strong connection with consumers.  Check...

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How to Optimize Online Communication with Hispanic Consumers

Tony D’Andrea, PhD – Director of Research and Planning at The San Jose Group Hispanics are joining the Internet at breakneck speed. There will be 40 million Hispanics actively online by the mid 2010s. Yet, they already are the most engaged group in a variety of online activities. They create personal pages, post comments, share photos, watch videos, transfer music, read and send tweets at levels that overindex the national average. In addition to leading in smartphone ownership, Hispanics are the most wireless group in America (35% of Hispanic households have no land lines). Despite aspects of a “digital divide” across Hispanics of differing income and educational levels, this segment is up-to-date with the current digital consumer revolution. The question for marketers then becomes how to best reach Latinos online. An initial consideration is language. As a rule of thumb, half of Hispanics spend half of their time in Spanish-language media. But consider the much smaller size of the Hispanic media space comparatively to the general market media. In fact, only 19% of Hispanics prefer to speak English at home, a strong indication of media language consumption preferences. Yet, they complain about the lack of quality in Spanish online media, and rejoice in a well-crafted, culturally relevant website. Latinos note that brand websites in Spanish often are poor micro-site translations of larger English counterparts. Latinos must navigate English websites at a cost for brands: losing the emotional impact of communicating in one’s mother-tongue. By avoid such pitfalls marketers start improving their chances in Hispanic marketing. But translation is not enough. Hispanic websites need to be culturally relevant. The current boom of “blogueras” (Hispanic female bloggers) is a natural response to this media vacuum that demonstrates the importance of in-voice content to more actively engage potential consumers. Not by chance, leading brands are sponsoring authentic blogs as one component of their digital marketing strategies. Whether or not social media and mobile assets are present, it is usually the case that a brand website operate as...

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