Allstate has launched an unprecedented Hispanic campaign

In yesterday's Marketing Daily, Tanya Irwin shares what Allstate's been up to nationally in the Hispanic space:

• a TV campaign including four new spots (three already launched)
• radio advertising
• online activations
• premier sponsorships: Mexican National Soccer Team (for the third consecutive year) and television and radio programs including "Premio lo Nuestro" and the Latin Grammy Awards
• a unique Spanish-language website.

These are big steps for Allstate, and they help show the company's commitment to the Latino community. When you read the article, you'll learn that the campaign is not a simple translation of the general market campaign (YAY) but its own culturally relevant campaign.

This is key in reaching consumers, because it doesn't matter what language it's in, if the message doesn't resonate, it will fall flat. Latinos can see right through a translated campaign that wasn't created with them in mind and this result will not help your company earn the $1 trillion in Latino buying power.

I'm excited about the sponsorships that Allstate is committed to, because this is a way to meet Latino consumers *where they are.* It's the most natural connection, and more personal than a TV spot.

I'm a little concerned about the development of a unique site--because although I've seen it done successfully, and it *is* ideal--the unfortunate truth is that in big corporations the Spanish site can end up smaller, inaccurate, incomplete--which can send a very bad message to Latino consumers. For example, if there's a "first month free" offer on the English site even for three days while the Spanish site has yet to be updated, those three days Latinos will see that discrepancy and realize that English speakers get the good deals.

Check out the article. What do you think?

Nominate Now: 2009 Latino Business Awards

This is a great opportunity for Latino businesses to get recognition for their contributions in our community.

Our local Univisión affiliate, KUNS, and American Family Insurance have teamed up to present the 2009 Latino Business Awards!

This is a 10-week program wherein each week individuals are able to nominate a Latino-owned business and each week a winner will be chosen, for a total of 10 winners! At the end of the 10 weeks, a banquet, hosted by KUNS newcaster Jaime Méndez, will be held at Fisher Plaza to recognize the winners on July 1.

This is a great opportunity to let Latino businesses know how much we appreciate them. To nominate a business or for more information, click here. Or you can contact Rosalba Valerio Pantoja directly, at 425-223-0375 or by email at rvalerio@amfam.com.

The fine print:

• Business must be at least 51% Latino-owned. For the purpose of this award we are defining Latino as individuals of Mexican, South American and Caribbean descent. Must have at least one grandparent or parent who is Latino.
• Business must have a maximum of 500 employees.
• Applicants must have been in business for a minimum of 1-3 years.
• Nominee must be 21 years old or older.

Selection Process

• Winners will be selected by a selection committee of 7 individuals which will consist of business owners and leaders in the Latino community.
• Winners will be selected based on their level of involvement in the community as well as business acumen.
• The decisions of the selection committee shall be final.