A post from Conexión Marketing Intern Melissa Duque --
I recently read an article from the Miami Herald titled, “Despite recession, companies target Latino market,” that got me thinking not just about the recession and economics but about the campaigns that are used. Some of the attempts seem a little too bold for my taste; while others have me excited to see their efforts.
I happen to be a big fan of Sabado Gigante (the show defined my Saturday nights as a child), and it wasn’t until I read about State Farm as its sponsor that I started to realize how pervasive marketing on the show is. Having the audience sing a song about the sponsor seems a little too far out there, but if it works.
Variety shows were really popular in mainstream American television in the 1970-1980s but have lost a lot of their following. I only see them occasionally as specials, but that doesn’t mean they aren’t popular in other cultures. From the shows that I have seen from that time they also relied heavily on marketing attempts during the entire program.
When you watch the popular morning shows on the English-speaking networks you can see during the program the sponsor’s name. If it’s a concert series the name of the sponsor will be in the title as well as on the stage where the band or artist is playing, but that’s it.
On the Spanish-speaking morning show, Despierta América, there was a cooking segment sponsored by Maseca. Not only was Maseca in the title of the segment, but all the people on camera had an apron with “Maseca” on it, the set had a huge sign with “Maseca” on it, they were cooking with Maseca (contest for a traditional Latin recipe using Maseca, this episode featured empanadas colombianas) and then they spun a wheel featuring the colors of the brand and the name all over it.
After reading the article and seeing some of the examples of campaigns, let me know what you think and if you agree that some of them seem a bit brazen.
Showing posts with label State Farm. Show all posts
Showing posts with label State Farm. Show all posts
Friday, August 14, 2009
Wednesday, July 29, 2009
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:
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?
- 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.
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?
Monday, March 16, 2009
Market to the Max - RECAP
Hello, and welcome to a new week.
I've been remiss in posting on Seattle Direct Marketing Association's Market to the Max, and our High Touch, High Value Hispanic Marketing panel last week. It was a neat event, and the panel went really well--the panelists and I offered diverse perspectives that all added up to valuable knowledge on embracing Hispanics versus the "spray and pray" approach (AKA throwing marketing against a wall and hoping it sticks).
Here are some highlights:
Ty Cordova, active in the local Latino community through his work at State Farm Insurance as well as serving on the Washington State Commission on Hispanic Affairs and being president of the Pierce County Hispanic Chamber of Commerce, as well as other organizations, really emphasized the importance of community relations. He compared it to advertising and PR, and showed how, by getting out into the community and participating in relevant events with more than a table, companies will become trusted partners. Ty added that by emphasizing staff and supplier diversity, word of mouth will help the community see that you're walking the talk.
President and COO Eric Harber of HipCricket offered lots of great information about Hispanics as mobile marketing consumers, including some of the successes they've seen with Hispanic campaigns nationwide. HipCricket offers a mobile marketing platform which combines traditional media with wireless devices, resulting in engaging, interactive and measurable marketing. They are currently partnering with local outlets KUNS (Univision) and Busto Media radio.
These statistics come from HipCricket:
Participating from Hemispheres, a local research consultancy offering both quantitative and qualitative expertse, Paula Rosecky was full of great information about how to approach research methodologies when looking to reach the Hispanic community. Paula emphasized the need to understand cultural differences and not proceed blindly or make assumptions.
"Because in most organizations, people don’t typically know much about Hispanic audiences, it requires rolling up your sleeves and acting as an educator. The work is highly rewarding in that you learn as you go and you become a teacher in the process."
And last but certainly not least, Jacqui Stewart from Ascentium was able to provide the audience a better understanding of how to know whether to target Latino consumers in English or Spanish.
Jacqui explained (and I agree) that best practices show that bilingual materials are almost always preferred, especially in the case of direct marketing where you're not face-to-face with the consumer. Latinos like to see that with either language, they're getting the same "deal." Besides, even if your target consumer is Spanish-dominant, they likely have someone in their household who is English-dominant. It's ideal to offer both languages in one piece for this consumer.
All in all it was a terrific learning opportunity for our audience--who admitted they hadn't yet tackled marketing to this community but were certainly interested in learning how.
I've been remiss in posting on Seattle Direct Marketing Association's Market to the Max, and our High Touch, High Value Hispanic Marketing panel last week. It was a neat event, and the panel went really well--the panelists and I offered diverse perspectives that all added up to valuable knowledge on embracing Hispanics versus the "spray and pray" approach (AKA throwing marketing against a wall and hoping it sticks).
Here are some highlights:
Ty Cordova, active in the local Latino community through his work at State Farm Insurance as well as serving on the Washington State Commission on Hispanic Affairs and being president of the Pierce County Hispanic Chamber of Commerce, as well as other organizations, really emphasized the importance of community relations. He compared it to advertising and PR, and showed how, by getting out into the community and participating in relevant events with more than a table, companies will become trusted partners. Ty added that by emphasizing staff and supplier diversity, word of mouth will help the community see that you're walking the talk.
President and COO Eric Harber of HipCricket offered lots of great information about Hispanics as mobile marketing consumers, including some of the successes they've seen with Hispanic campaigns nationwide. HipCricket offers a mobile marketing platform which combines traditional media with wireless devices, resulting in engaging, interactive and measurable marketing. They are currently partnering with local outlets KUNS (Univision) and Busto Media radio.
These statistics come from HipCricket:
- 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today
- More than half regularly use text messaging
- Text messaging has increased 59%YOY among Hispanics
- 32% are interested to highly interested in receiving mobile offers/ads
- Responding to mobile marketing text messages is up 74% vs. last year
Participating from Hemispheres, a local research consultancy offering both quantitative and qualitative expertse, Paula Rosecky was full of great information about how to approach research methodologies when looking to reach the Hispanic community. Paula emphasized the need to understand cultural differences and not proceed blindly or make assumptions.
"Because in most organizations, people don’t typically know much about Hispanic audiences, it requires rolling up your sleeves and acting as an educator. The work is highly rewarding in that you learn as you go and you become a teacher in the process."
And last but certainly not least, Jacqui Stewart from Ascentium was able to provide the audience a better understanding of how to know whether to target Latino consumers in English or Spanish.
Jacqui explained (and I agree) that best practices show that bilingual materials are almost always preferred, especially in the case of direct marketing where you're not face-to-face with the consumer. Latinos like to see that with either language, they're getting the same "deal." Besides, even if your target consumer is Spanish-dominant, they likely have someone in their household who is English-dominant. It's ideal to offer both languages in one piece for this consumer.
All in all it was a terrific learning opportunity for our audience--who admitted they hadn't yet tackled marketing to this community but were certainly interested in learning how.
Tuesday, February 24, 2009
SDMA Market to the Max - early registration ends TODAY
Hello - just a quick note that this year's Market to the Max, featuring my breakout session on High Touch, High Value Hispanic Marketing, ends its early registration deal at the end of the day today. There will be lots of great topics and speakers, and plenty of networking opportunities.
This could be the event that kick-starts your Spring!
Check it out! www.markettothemax.com
This could be the event that kick-starts your Spring!
Check it out! www.markettothemax.com
Wednesday, February 4, 2009
Market to the Max
Did I mention? The DMA Market to the Max event is coming! Register now for the March 11 event which will take place at the Bell Harbor International Conference Center.
But get this: The breakout sessions will include a panel dedicated to Hispanic marketing. And I'm moderating it!
High Touch, High Value Hispanic Marketing
My esteemed panelists are [drumroll]:
But get this: The breakout sessions will include a panel dedicated to Hispanic marketing. And I'm moderating it!
High Touch, High Value Hispanic Marketing
My esteemed panelists are [drumroll]:
- Jacqui Stewart, Director of Hispanic Marketing at Ascentium
- Paula Rosecky, Senior Strategist at Hemispheres
- Ty Cordova, Assistant Public Affairs Manager at State Farm
- Ivan Braiker, CEO of HipCricket
Tuesday, November 4, 2008
The People Speak
The University of Washington worked with State Farm Insurance and tú Decides Newspaper to conduct a Hispanic market study at a recent event.
Here are some highlights:
- When local Latinos were asked about the most important issues when it comes to choosing a president, they listed economy and jobs at the top.
- As issues with greatest importance, the nation's economy, the state's economy and education led.
- When asked about whether the situation for Hispanics in Washington State was better, worse, or about the same, males and females responded significantly differently. The majority of women found it about the same (56.5%) or worse (30.4%), whereas men responded that it was about the same (38.3%) or better (30%). In general, we could say that Hispanics feel their situation here is about the same. Note that there was no significant difference in how U.S. born versus foreign-born Hispanics responded.
- Men were found to be generally much more confident about their financial situation than women, but in general Hispanics are only somewhat confident.
For more details on the study, visit the newspaper's bilingual site and look up the October 31, 2008 edition:
http://www.tudecidesmedia.com/
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