Cinco Años

Wow. I just looked at my calendar and guess what--It's been 5 years since I opened shop.

That's right: Five years ago I purchased my domain and applied for a business license and developed the Conexión Marketing brand and, little by little, I had a business. My early menu of services included marketing communications (collateral and merchandising), public relations and overarching strategies--services based on several in-house positions I'd held over the previous 16 years.

Friends, family and colleagues all asked, "Why are you doing Hispanic marketing in Seattle? Why not Yakima, or L.A.?" Seattle is my home, it's where I want to be--and though the Hispanic market was the fastest-growing cultural minority in our region, no Hispanic marketing firms called Seattle home.

My first clients were such a celebration, and they were such an important daily reminder of the talents and skills and experience that I offer in the area of Hispanic marketing.

Since those first clients, I've been on an amazing journey with this business. We began to partner with a handful of global agencies (and their national accounts) and are still happily helping many of them with Hispanic efforts today. We've even worked with a few local ad agencies on work within Washington State and the Pacific Northwest.

We've worked in advertising as well, with one caveat to our clients: They must be able to provide a positive customer experience for the Latino consumer before advertising commences. We believe in "marketing inside out," meaning, make sure you can truly service this segment before you target it with advertising.

We then made the big move to our downtown office at Third & Union, an important move for so many reasons. Most importantly, we're accessible to many of our clients while enjoying the hustle and bustle of downtown Seattle. (Feel free to schedule a visit!)

But helping local companies understand their need to reach this fast-growing segment in the right way continued to be a barrier, so we produced our own research. Hispanic Consumers in the Puget Sound Region was a first-of-its-kind study that helped local companies visualize the important of the local Latino community. It included much more than demographics; it included primary data on such topics as media consumption, language preference, top-of-mind brands in several categories, and more. This study is still available as a free download at our website. (Note that while most of the information is likely still very pertinent nearly three years later, our local media environment has seen many changes since we published the study.)

This study was an important benchmark for Conexión Marketing and the industry; it put the local Latino community on the map in the minds of marketers doing business in our region.

Since then, we've conducted much more research, mostly through partnerships with local research firms. Learning about Seattle-area Latinos is so essential in order to effectively understand their needs. Ours is truly a different market--unlike any of your "typical" Hispanic markets, and even wildly different from that of Eastern Washington markets.

We branched out with the verticals we've served over the past five years, helping companies in a variety of industries--banking, communications (telecom, broadband, cable), healthcare, insurance, civic efforts, media, retail, and consumer packaged goods.

Another way that our firm has branched out has been to incorporate social media into plans when it makes sense. We've done this for several clients now, and while it's difficult to measure ROI on social media, we have seen that it really does nurture a sense of "community" and that consumers enjoy being able to interact with brands. And we're certain that Latinos here are embracing social media because we see them regularly posting on several sites--including at least two local social media sites developed specifically for Latinos!

So while some companies may be holding back on their marketing budgets until the recession's in the rear-view mirror, other companies are stepping up with effective strategy and messaging and becoming #1 in their category locally, even nationally. That's the power of the fastest-growing cultural segment, nationally and locally.

What will 2010 hold? Hopefully, more of the same! Especially since we're expecting this coming year's Census figures to blow away U.S. marketers. Those of you already on board with Hispanic marketing, kudos! You're getting in while competition's light and media is affordable--so your brand is benefitting in a cost-effective way. Who knows what will happen after Census data is released?

I love my business, and I work with so many wonderful and talented people--our clients, our vendors and partners. A big GRACIAS to our many loyal clients, several whom we've served 4+ years!

And here's to a 2010 full of joy and prosperity for us all.

¡POR FIN! Latino Film Festival in Seattle!

CineSeattle is bringing us our first-ever Seattle International Latino Film Festival, coming up later this month! Block out your calendar September 24-27 so you can see films brought to us from 11 different countries.

This is something various groups in Seattle have longed to do for years and years--and now CineSeattle is doing it! But they could use all of our help:

• Buy a pass - $150 for a four-day pass to all screenings! Great value!
• Volunteer - offer your time and volunteer during the festival!
• Donate - offer your money! Everyone likes cash, and we want to see this festival return next year.
• Spread the word - Tell all your Latinophile friends about this incredible festival. Share it on Facebook and Twitter; email your network.
• See a film - there are four theaters involved in this festival, and lots of variety among the screenings.

Check out this clip from local Spanish-language TV show Actitud Latina (which though is in Spanish, features several interviews in English).

For more details on the festival, visit the CineSeattle site.

A sign (lots of 'em) of the times ...

On my way into the office, I had a nice little detour thanks to Seattle's downtown Pride Parade. A big detour, actually, because we got stuck in traffic for about 30+ minutes traveling just one block, then I got out and had to cross the parade line!

The parade is always very colorful and the streets and sidewalks filled with cheering people. What amazed me, though, is that I caught the Lifelong AIDS Alliance group and that half their signs were en español!

I saw that as a big sign of the times, that our city is making its mark as an emerging Hispanic market.

Neighborhood Gallery is moving ;-(

Conexión Marketing is mourning, because the artist who created the beautiful painting that hangs in our office (and from which we created last year's holiday card) is closing his Capitol Hill gallery and consolidating in San Francisco. Warren Knapp Gallery has lived on my street for years, and I'm going to miss peering in at the artwork on my way to Bauhaus for coffee.

SILVER LINING: There's a sale! A tremendous sale, actually, on all the original paintings at this location! Today, tomorrow and Thursday from 6-9pm stop by 1530 Melrose Avenue for amazing savings on Warren's great pieces. For example, you can get a 48"x 60" painting for just $250! Check out his site for examples of what's in store: http://www.warrenknapp.com/.

Adiós, Warren. You'll be missed!

From ink 'n' paper to online = Colors NW

Happy Monday, all. ColorsNW, the local multicultural magazine that ran for years, is no longer a hard-copy rag, but has stepped up its website for more complete, up-to-date coverage of multicultural stories in Seattle and beyond. Check out their site; this link in particular is for a story regarding Alcatraz Mexican Restaurant in Rainier Valley, whose owner is a 23-year-old! http://colorsnw.com/colors/2008/09/19/taste-buds-alcatraz-neighborhood-mexican/

I've always enjoyed the articles in ColorsNW and was really sad to hear this summer that they were discontinuing their quality printed magazine, so I'll be watching this site and its content. Please comment on it, too, anytime!

Media Updates

OK, so we've shared about Radio Sol, ahem, EL REY. It's generally the same format but a new name/new management/new DJ. Tune in to 1360AM.

The latest at El Rey is that longtime Radio Sol sales guy Edgar Solares has moved to El Mundo, our area's oldest respected Spanish-language newspaper out of Wenatchee, which serves western and central WA. So for all your western Washington El Mundo ad deals call Edgar! He's a great guy and really takes care of his clients.

(And for your El Rey advertising we urge you to call Greg Kronlund, who has loyally served us at Conexión Marketing.)

>>Or just call us, and we can direct you to the best in the biz and help you with your creative as well!

IN OTHER NEWS--MORTGAGE CO. ONFE

• Onfe has changed its name. We think it's now Onfe Home Loans.
• Onfe Foundation is the new non-profit created by the same Onfe team. Mission: Development of financial education and information to creating sustainable prosperity and strengthening of America through both local community events targeting families and individuals as well as small business entrepreneurs. (as it appears on their website) Oh and longtime local musician (think: Bochinche) Eddie Quintero serves on the Board.
• Onfe Founder and President Gustavo Montoya has purchased El Mundo newspaper from Jim Tiffany and Carlos Rossetti.

CHANGES AT BUSTOS?

OK, we are aware of possible changes a-brewin' at Bustos Media, but nothing's official yet. Stay tuned...

Say "Vay-May"

In case you're not aware of the coolest in Spanish-language children's and educational programming, turn to V-Me, the local affiliate of the national network. This station is run by our own KCTS and you should tune in to what they've got to offer, on V-Me as well as KCTS, Channel 9:

TONIGHT ON V-ME Presidential Debate: Live in Spanish
Tuesday, 10/7, 6 pm V-me will simulcast the debate between candidates McCain and Obama with live Spanish interpretation.

WEDNESDAY ON KCTS 9 History, the Arts, and Political Power
8 p.m. - Midnight Tune to KCTS 9 for a fantastic line-up celebrating Hispanic Heritage Month:

Secrets of the Dead: Aztec Massacre 8 pm: By analyzing codices and using forensic science, this program rewrites much of what we thought we knew about the Aztec reaction to the Conquistadors.
Latinos ’08 9 pm: Latinos will play a growing role in American politics this fall and beyond. Join acclaimed director Phillip Rodriguez (Brown Is the New Green: George Lopez and the American Dream) for a cutting edge exploration of the diversity, unpredictability and growing power of Latino voters.
Los Lonely Boys: Cottonfields and Crossroads 10pm: Following the Garza brothers out of rural West Texas, award-winning documentarian Hector Galán follows the rise of Los Lonely Boys from humble beginnings to fame and critical acclaim as some of rock’s freshest innovators.
A Quest for Home: Latino Artists in Seattle 11:30 p.m.: Longtime Northwest producers of national Univision programming Mario Zavaleta and Martha Sanchez connect with our region’s Latino artists, musicians, writers and dramatists to explore the emergence of a vibrant new art scene.

Check www.KCTS9.org for more information.

Man, that was a great Hispanic Chamber Gala!

Saturday night's gala was a great event, well attended with lots of good networking, an inspiring address from our Governor as well as one from the Republican gubernatorial candidate, some well-deserving people getting awards (no one at my table was sure how one becomes eligible for this honor), the food was phenomenal, and on and on.

I thought it was super-cool that Cris Guillen was recognized for the commitment he's shown to the Chamber and to pulling all the Washington State Hispanic Chambers together as one association. He literally quit his job to take on that task and his accomplishment was celebrated at the Gala.

But it became really obvious that this event was (with the exception of Chris Gregoire) all about men!

Everybody on the new Association of Washington State Hispanic Chambers of Commerce Board of Directors and all regional Chamber leaders--men, all of them!

All three award winners? Men.

The MC? a man.

That was more than a little disheartening, especially since I have personally chatted with many successful businesswomen (Latina and otherwise) not only at that event, but throughout the year at King County Hispanic Chamber of Commerce events. Are we not leaders? What's going on?

I invite your comments.

In Today's Puget Sound Business Journal

TGIF - the week's PSBJ has come out and with it, a great local focus on banking (how timely!).

And ... Don't miss the op-ed piece from Carlos Guangorena, president and CEO of Plaza Bank, the Northwest's first Latino bank.

>>The article focuses on a new City of Seattle initiative, Bank On Seattle-King County, to reach the unbanked population here locally. It's an initiative that's taken off in San Francisco, and we think it will here, too. If you're not a subscriber and would like a PDF of the article, please email us at info@conexion-marketing.com.

If I don't post again today, wishing you all a fabulous weekend! See my post yesterday about all the happenings in the Latino community ...

Hugo Ludeña, Fotógrafo Local

CONGRATULATIONS to our own local photographer extraordinaire, Hugo Ludeña. He earned one of this year's prestigious Mayor's Art Awards, presented by none other than Greg Nickels. His talents are featured monthly in Latino Cultural magazine, and he was in last month's City Arts magazine. Local Boy Makes Good!

Jam-Packed Weekend Coming Up!!!

I wouldn't be doing my job if I didn't tell you a little about this weekend's events in the Latino community. So I'll do my job!

The 2008 Annual Gala Dinner of the Association of the Washington State Hispanic Chambers of Commerce is this Saturday evening! That's October 4 at the Meydenbauer Center, with reception at 4:30 and dinner at 7pm.

Not only will AWSHCC winners Edgar Martinez, Gil Kerlikowski and Dennis Basford be present, but we'll have both Washington State Governor Chris Gregoire AND the Republican candidate for governor Dino Rossi kick off the event with a welcoming address. Together? No creo.

In any case - these gala dinners are always classy events, and I look forward to seeing you there! http://www.wshcc.com/

Did I mention Hispanics love the Meydenbauer Center? ;-) The following day at the same venue we'll have the pleasure of attending the Latino Business, Consumer & Career Expo, put on by Expo NW. So October 5 from 12-6, stop by the Meydenbauer and you might catch Edgar Martinez, Actor Nicholas Gonzalez, and a full house of Latinos interested in scoping out their opportunities. What's more--it appears to be a free event! I'm definitely going to check it out. http://www.expolatinobusiness.com/

....and...put it on your calendar...

CASA LATINA 2008 GALA DINNER & AUCTION will take place Saturday, October 18.

CASA Latina is a locally based organization that empowers Latino immigrants through educational and employment opportunities. In case you weren't aware, CASA stands for "Centro de Ayuda Solidaria a los Amigos." A-ha!

This year's program is themed La Fiesta del Sol, and Hilary Stern and her team have some great plans to unveil for those who attend this year's fundraiser. http://www.casa-latina.org/

In Good Health

Hey, Everybody - The Latino Health Forum 2008 is coming up October 7!

What? You didn't know about the Latino Health Forum? It's an annual event presented by Sea Mar Community Health Centers, Public Health Seattle-King County, and the Consulate of Mexico in Seattle to coincide with Binational Health Week. The event will take place at South Seattle Community College, all day Tuesday the 7th. For more details: http://groups.google.com/group/latino-health-forum-seattle?pli=1 or call Spence Comstock at 206-788-3200 or Irma Farsch at 206-764-4700.

This is one of those significant events that would be terrific for the right sponsor...especially if you work in the healthcare industry, your organization may want to think about this kind of opportunity in your 2009 planning to reach local Latinos!

El Supermercado

Just read about Sedano's grocery store chain in the Miami Herald at http://www.miamiherald.com/business_monday/story/704935.html.

This is a Florida Latino grocery store chain that is shifting their new stores to better appeal to the second-generation Hispanic while attempting to retain the first-generation shopper. This includes changes in decor (high ceilings, new colors) as well as product line (more prepared Hispanic foods as well as general-market products). It really shows where the market's going (in some geographic areas, anyway) when a Latino chain shifts its focus like that.

Here in the Northwest, for the most part we're still working on the first-generation customer with our local retail. I remember Cost Cutters up in Everett, which underwent a complete makeover about four years ago. It had been a mainstream grocery store with some Latino customers, until the store manager got the brilliant idea that he could better serve his Latino customers' needs with more Latin American products and a festive ambience. Of course, that also included hiring more bilingual checkers and other staff to serve the customers he was expecting to shop at the new Cost Cutters.

Once he made the switch he was amazed, because not only did it appear that all area Hispanics were now shopping at his store, but that their shopping carts averaged 30% higher receipts! This was likely due to the generally larger households in the Latino community and the focus this group puts on food and home cooking. The manager mentioned that, while he did lose some of his regulars who were not Latino, he gained loyalty among the Latino community almost instantly, and word of mouth helped business boom in a way that surpassed prior sales. He was content with the shift.

The (Mixed) Race Card

Hey - I read a neat article in yesterday's Seattle Times http://seattletimes.nwsource.com/html/localnews/2008210083_biracial280.html about Seattle's mixed-race population. Turns out, we have the highest density population of biracial or multiracial people in the country! Why is that? Because historically we had smaller populations of minorites, so more "mixing" was happening.

This article was likely spurred by Obama's run for president and the subsequent new focus on race. They say he'll be "the first black U.S. president," which is interesting, because he's actually mixed race. Somehow the minority race trumps Caucasian, and not just with Obama.

This is my opportunity to gently remind readers that "Hispanic" is not a race. Nor is "Latino." They are both terms describing culture. Hispanics/Latinos can be of any race, or mixed race. Oddly, in government forms "Hispanic/Latino" actually trumps race. "White, non-Hispanic," "Black, non-Hispanic," "Hispanic."

Interesante, ¿verdad? Some call Hispanics/Latinos "brown." There are books dealing with the "brown" race.

Reading this reminded me of something that happened not too long ago with a Latina friend. We were looking at her family photos, and I noticed that several members of her family were black. I said with surprise, "You're a black woman!" And she laughed at me, because she thought I realized that all along.

But I hadn't. I always identified with this friend as a Latina--not white, nor black, nor anything else. Hispanic, Latina, Venezuelan. So even in my own mind, apparently, being Latina trumped her race, which is mixed.

I welcome any similar stories or lessons you might have. And I wish you a fabulously productive week!

Día de la Familia at Pacific Science Center - THIS SATURDAY

Did you know that our own Pacific Science Center sets aside a special day for the local Latino community? They're working on their second annual Día de la Familia, to take place this coming Saturday. It's a really cool deal, where even the 3D movie, Wild Ocean, will be en español. Look for a laser show featuring música latina, live mariachis, and more! For times and other details, see their website: http://www.pacsci.org/diadelafamilia/.

Discount coupons ($25 for a family of four) are available at the Plaza Bank Kent Station branch and were also inserted in the current La Raza del Noroeste newspapers.

Could event be a fun event for young students of Spanish! If you go, please offer your comments on the event, attendance, etc + photos if you've got 'em right here on my blog!

Local Hispanic Marketer makes good!

OK, so one of my favorite publications that details the goings-on in national Hispanic marketing and media is...Marketing y Medios. And Mark Stockdale, director of Hispanic marketing for T-Mobile, has been featured in this month's edition! The reason? He's one of the Hispanic marketers who gets it, and his company is one of the companies that has been investing in end-to-end Hispanic marketing and support. So Spanish-speaking consumers are not only attracted to the carrier but become happy customers. Bravo, T-Mobile!

Check out the story:
http://www.marketingymedios.com/marketingymedios/noticias/article_display.jsp?vnu_content_id=1003853165

Oh, and this is one of those lessons--lest you assume Mark Stockdale is a gringo, please note that he hails from D.F., aka Mexico City!

Jaime Méndez moving to Bustos Media?

Hello and TGIF - well rumor has it Jaime Méndez, current newscaster on KUNS/Univisión and former morning DJ on Radio Sol-turned-El Rey, will begin broadcasting as the only local DJ on Bustos Media's K Buena AM station. Sounds like he'll be resurrecting his La Voz de Washington show and is hoping listeners change the dial...

More to come! Enjoy the weekend.

Fiestas Patrias in our own backyard

In case you didn't know, we just had a weekend jam-packed with Hispanic fiestas. Fiestas Patrias is that time of year when Latinos celebrate the independence their homeland gained, and most Latin American countries' independence were won in the late summer months. Mexico won theirs September 16, which launches Hispanic Heritage Month (clearly only celebrated here in the U.S. of A.) which isn't a month per se, but a month-long period from September 15 - October 15.

So right here in the Seattle area we're all over Fiestas Patrias, with celebrations all weekend long at the Seattle Center, a community parade in South Park, an entire day of Puyallup Fair dedicated to Latinos, and even a Bellevue celebration at Crossroads Mall.

We watched the Saturday parade in South Park, and were amazed to see the turnout--especially among parade participants: The Latino Riders (a motorcyclin' group), Cascade Middle School Marching Band, some lowriders with the most unbelievable hydraulics, beautiful, dancing horses with their riders in traditional Mexican dress, lots and lots of participation from the various SeaMar groups in Washington state (SeaMar puts on the Fiestas Patrias parade), and even more cheap candy thrown to the bystanders that I kept picking up. See some of the photos I took to get the flavor.

At the end of the parade, there was food and aguas frescas for sale, to benefit SeaMar. The horchata rocked! Jorge Madrazo of SeaMar took the stage and we also heard from Seattle Mayor Greg Nickels, Congressman Jim McDermott, Senator Margarita Prentice, Rep. Bob Hasegawa, and others. Then those beautiful horses showed off more of their fancy footwork!

On Sunday, I stopped by the Fiestas Patrias celebration at the Seattle Center. There were several sponsor booths (including three banks vying for business from local Latinos!) and a good selection of south-of-the-border foods. The sun was out and people were enjoying some great live music in the Fisher Pavilion, everything from mariachi to bacchata. It was a decent turnout.

The interesting thing about this celebration is that it served as an announcement to Seattle by the old Radio Sol--the new El Rey--of some changes made just a week or so ago. OK, so the name changed. The music's not supposed to. The DJs we knew and loved are off the air. A new live and local DJ just moved up from Bakersfield, CA to take the 10-3 weekday spot, and she's starting the week of 9/22. So this new DJ, Marimar Flores, was up on stage between sets, getting the crowd excited about stuff with interactive contests that got people out of their seats. She recognizes that she's not there to "replace" longtime DJ Jaime Mendez, but in any case people seemed to respond to her pretty well. We'll see how her show goes, and what happens to listenership at the station, which was finally on par with La GranD the last several months.

If anyone attended the Puyallup Fair celebration on Sunday or the Bellevue Crossroads event, or other related events, feel free to add your feedback. Thanks for your participation!

Mi primer blog

OK, readers - this is my first posting on my first blog. ¡Bienvenidos!

Over the next days, weeks, months, I hope to share some great testimonies to effective Hispanic marketing, from my personal perspective and hopefully with a dose of humor and humility (versus sense and sensibility). What works, what doesn't. What's going on in the Seattle area and the Pacific Northwest. What's going on in my head. And in the heads of Latinos.

I'm not committing to any regularity with my posts, but I do have an open door policy: please feel at home to comment on my posts and share your own related experiences, or simply provide feedback or topics for future postings.

Hasta pronto -
Lauri