Know what the fastest-growing demographic on Twitter is? Or how many new members join LinkedIn every second? The answers will surprise you!
If you’re managing social media for your business, it might be useful to know about some of the most surprising social media statistics this year. Here are 10 that might make you rethink the way you’re approaching social media. (more…)
December 2nd, 2013 - Men Outspend Women During Holiday Season
They’re Buyers, Not Shoppers, According to Research
As marketers duke it out in the critical holiday sales season, they’d be wise not to forget about a key demo: men.
Yes, men — who outspend women during almost every annual holiday, according to a study from ESPN Research and Analytics. (more…)
December 2nd, 2013 - Mobile Commerce Explodes On Thanksgiving And Black Friday
Perhaps there was a lot of surreptitious smartphone Web surfing going on beneath the Thanksgiving table this year. But all signs point to T-Day being a blockbuster for mobile commerce. According to Branding Brands — which powers m-commerce for over 200 leading brands, including American Eagle, Costco and Ralph Lauren (more…)
November 4th, 2013 - Riding the Hashtag in Social Media Marketing
About once a week, Gary Vaynerchuk posts a Twitter message that reads, “Is there anything I can do for you?” He means it literally. He is inviting his roughly one million followers to send requests for any kind of help or favor. And if you respond, he will try to punch you in the face.
This will not be a conventional punch in the face, but a Vaynerchukian punch, which turns out to be the opposite of violent. Mr. Vaynerchuk, 37, is a social media marketer with some very big clients, and he’s a tireless self-promoter. (more…)
November 4th, 2013 - Tortillas vs. Hot Dog Buns: Latinos Take Over The American Culinary Experience
Are Latinos taking over the American cuisine?
These days, tortillas outsell burger and hot dog buns; sales of tortilla chips trump potato chips; and tacos and burritos have become so ubiquitously “American,” most people don’t even consider them ethnic.
Welcome to the taste of American food in 2013. (more…)
November 4th, 2013 - The Millennial Male Is Not Who You Think He Is
It’s the best time in the world to be a millennial man, to hear baby boomers tell it—let your parents or your girlfriend pay the rent, maybe start a useless tech company, watch marketers trip over themselves trying to reach you. But talk to guys in this highly desirable demo yourself and you might discover a disenfranchised group with little disposable income, a love of niche culture and an upbeat outlook that belies the economic hand they’ve been dealt. (more…)
September 30th, 2013 - Google+ is second ‘most actively used’ social network globally
Google+ has beaten Twitter and LinkedIn to become the second-highest most actively used social network after Facebook, according to a study from London-based GlobalWebIndex.
The report, which examined usage of the top five social platforms Facebook, Google+, Twitter, LinkedIn and Pinterest globally over the second quarter of this year, revealed Google+ now has 318.4m active users across 31 markets. (more…)
September 30th, 2013 - Marketing to the silver surfer
Social media usage is growing fast among older internet users, a fact that marketers are failing to recognize
Are baby boomers and beyond an untapped demographic for social media marketers? Six in every ten 50-64 year-olds use social media – that’s a tenfold increase in eight years. And whereas almost no pensioners used it then, 43% do now. (more…)
September 30th, 2013 - Univision’s English-Language News Network, Fusion, Targets Millennials
Isaac Lee, the Colombia-born 42-year-old in charge of news at the Spanish-language network Univision, is a traitor: first to his native tongue, and second to his generation. As the architect of the forthcoming all-news channel Fusion, Lee is plotting the first English-language broadcast for a network whose main draw for the last half-century has been that it’s en Español. (more…)
September 4th, 2013 - ‘Like’ This Article Online? Your Friends Will Probably Approve, Too, Scientists Say
If you “like” this article on a site like Facebook, somebody who reads it is more likely to approve of it, even if the reporting and writing are not all that great.
But surprisingly, an unfair negative reaction will not spur others to dislike the article. Instead, a thumbs-down view will soon be counteracted by thumbs up from other readers. (more…)
September 4th, 2013 - A Rising Share of Young Adults Live in Their Parents’ Home
In 2012, 36% of the nation’s young adults ages 18 to 31—the so-called Millennial generation—were living in their parents’ home, according to a new Pew Research Center analysis of U.S. Census Bureau data. This is the highest share in at least four decades and represents a slow but steady increase over the 32% of their same-aged counterparts who were living at home prior to the Great Recession in 2007 and the 34% doing so when it officially ended in 2009. (more…)
September 4th, 2013 - Hollywood Takes Spanish Lessons As Latinos Stream to the Movies
Hispanics have become some of Hollywood’s best customers. Now, the Latino fan base is beginning to change the way Hollywood spends its money—from production to theater renovations.
In a small room on the Paramount Pictures lot here, postproduction work is under way on a movie that sounds as derivative as they come: the fourth sequel to “Paranormal Activity.” (more…)
July 30th, 2013 - A Growing Share of Latinos Get Their News in English
The language of news media consumption is changing for Hispanics: a growing share of Latino adults are consuming news in English from television, print, radio and internet outlets, and a declining share are doing so in Spanish, according to survey findings from the Pew Research Center.
In 2012, 82% of Hispanic adults said they got at least some of their news in English,1 up from 78% who said the same in 2006. By contrast, the share who get at least some of their news in Spanish has declined, to 68% in 2012 from 78% in 2006. (more…)
July 30th, 2013 - A Wienermobile Road Rally, Mapped Out by Fans on Social Media
A SUMMER promotional mainstay, the mobile marketing tour of the Oscar Mayer Wienermobiles, is being rebooted as a cross-country road rally in a change that is emblematic of how Madison Avenue is remaking event marketing under the influence of social media.
The revamped tour, called the Wienermobile Run, is to be announced on Monday by Oscar Mayer, part of the Kraft Foods Group. (more…)
July 30th, 2013 - Restaurants Rethink Menus to Woo Baby Boomers
After years of chasing the young and the hip, restaurants are realizing that young people aren’t the ones keeping the industry afloat — their parents are. This is prompting companies to tweak everything from their sandwiches to their seats in a bid to woo baby boomers. (more…)
July 8th, 2013 - The Story of the Black Band-Aid
A reinvention of “flesh-colored”
Since its unpretentious invention in 1920 by Johnson & Johnson in New Brunswick, New Jersey, the Band-Aid was long manufactured in a single color: a soft pink. In a 1955 TV commercial, the company showed one on the hand of a Caucasian woman: “Neat, flesh-colored, almost invisible,” a voice-over said.
Orundu Johnson, a 66-year-old African American woman living in Harlem, remembers. “The bandages would say flesh color, and I’d explain to my kids, ‘Well, that’s not your flesh.’ (more…)
July 8th, 2013 - Condom Campaign Leads Social Media Marketing Disasters
A condom giveaway hijacked by pranksters: It’s the latest example of a social media marketing campaign gone wrong.
Durex recently asked its Facebook followers to pick which city they thought should get Durex SOS Condoms, which, according to the company’s website, are provided on a rush basis to customers via a smartphone app. (more…)
July 8th, 2013 - Asian Immigration Drives U.S. Population Growth
Asians were the fastest growth ethnic or racial demographic group in the United States during 2012, the U.S. Census Bureau announced on Thursday.
There were 18.9 million individuals of Asian heritage in the United States at the end of 2012, according to the U.S. Census Bureau, a government agency. (more…)
June 3rd, 2013 - Car Makers Aim Advertising at Generation Y
Generation Y: they are the children of the Baby Boomer era. They are a large and growing population connected to the latest smartphone and technology pieces. They do not drive. They do not want to drive. Car culture, the freedom of the open road, and the camaraderie that comes from being an automobile enthusiast is lost on the Facebook and Twitter generation. (more…)
June 3rd, 2013 - Urban Renewal? Census Figures Show Cities Surging
New census estimates show that most of the nation’s largest cities further enhanced their allure last year, posting strong population growth for a second straight year.
Big cities surpassed the rate of growth of their surrounding suburbs at an even faster clip, a sign of America’s continuing preference for urban living after the economic downturn quelled enthusiasm for less-crowded expanses. (more…)
June 3rd, 2013 - Jennifer Lopez, Verizon Launch Cell Phone Stores Targeted to Latinos
Jennifer Lopez wants Latinos across the country to come to her when they need a cell phone or tablet so she has partnered with Verizon Wireless to create a new shopping experience designed to meet the needs of a rapidly expanding U.S. Hispanic market. (more…)
May 2nd, 2013 - Facebook Has 44% Fake Followers; Twitter Has 33%
Some 44% of people who follow the @Facebook account on Twitter are — well, actually, they aren’t, according to an entertaining new app that checks out how many fakers you have in your following.
The main @Twitter account doesn’t fare that much better; exactly a third of its followers are very likely spam bots.
Now there’s an online tool, created by London-based social media management firm StatusPeople, that sifts a sample of those who follow your Twitter handle for fake and inactive followers. (more…)
May 2nd, 2013 - Jason Collins Could Be Nike’s New Star
NBA player’s historic coming-out could have big sponsorship implications
Social media reactions to Jason Collins becoming the first openly gay male professional athlete in American sports history suggest he will have no shortage of sponsorship opportunities from LGBT-friendly brands—which could be a list that grows because of his actions. In just one Twitter example, NBA commissioner David Stern wasted little time this morning proudly supporting Collins on the social media site with a thread of tweets (see below). The 34-year-old pro basketball vet came out in a Sports Illustrated cover story that hit the newsstands today. (more…)
May 2nd, 2013 - How Companies Should Navigate Social Media in a Crisis
Dunkin’ Donuts, Southwest Airlines shine on Twitter during Boston bombings
Companies using social networks like Twitter and Facebook need to face what to do during a national crisis like the Boston Marathon bombing.
Do you tweet or post a statement about the crisis, continue on with your normal social media postings, or do you keep silent?
It’s a tricky question. To answer it, companies may want to look to Dunkin’ Donuts and Southwest Airlines. (more…)
April 1st, 2013 - El N.B.A.: Insulting Latino Names or Smart Marketing?
Every March the N.B.A. reaches out to the country’s fastest growing minority with Noche Latina, a campaign to celebrate Hispanic heritage. And every March some bloggers criticize the league for its most visual and commercial aspect: the jerseys worn by certain teams. Instead of translating team names like Heat (Calor) or Bulls (Toros), the N.B.A. simply puts a definite article in front, for a Spanglish touch, with El Heat and Los Bulls. (more…)
April 1st, 2013 - Yes, Marketers, There Is Life After Mommyblogging
“We buy stuff too.” That’s the rallying cry I’ve heard from widely read female bloggers over age 49, who are frustrated that a well-established cadre of younger women with young children — known as “mommybloggers” — garner extensive promotional contracts with major brand advertisers, while Boomer-aged women online are often ignored. (more…)
April 1st, 2013 - How to Make Your Social Media Marketing Drive Sales
Nobody really wants to talk about this. They’re too busy counting Twitter followers, Facebook likes, pins and YouTube video views, but how is all of this social media activity contributing to your bottom line… sales? Better yet, does your social media marketing strategy even involve sales? Brands, businesses and organizations are learning that social media is great at getting attention, building awareness and sparking engagement. But then what? (more…)
March 5th, 2013 - Captivating McDonald’s Hispanic Spot Highlights Bond With Soccer
It’s never too early to start thinking about the World Cup, just 15 months away.
In a charming new McDonald’s spot full of joy and camaraderie, a group of Latino guys are happily playing a hard-fought soccer game at night on a dimly-lit hard dirt court. The only illumination appears to be the tiny, shimmering sparkles of lights from nearby hills that form a breathtaking backdrop to the soccer game. (more…)
March 5th, 2013 - Half of the Population, Most of the Income: Baby Boomers
Most of us have heard that the population of the United States is aging – but usually, this trend has a negative connotation linked with shrinking Social Security dollars. For businesses, though, the fact that baby boomers will make up 50% of the population within the next few years heralds a big opportunity. This group commands the largest amount of spending power in the country, and has the fewest financial obligations. (more…)
March 5th, 2013 - In 2013, Mobile, Social Lead Shift From Traditional Media to Digital
Transition from newspapers and magazines to digital formats continues
As marketers deal with an increasingly fractured media landscape, they will continue to shift their focus away from traditional media to digital channels, according to a poll of US marketing professionals.
Traditional mass media once offered marketers the benefit of reach, but now, fragmented and dwindling audiences, as well as comparatively cruder metrics, have led marketers to focus their efforts on digital media. (more…)
February 4th, 2013 - Hispanic Mobile Marketing: 6 Things You Need to Know
The functions of a mobile phone, and to a lesser extent of tablets, are nearly endless. That is why using mobile technologies for marketing is so promising and why there have been so many investments in start-up companies in the mobile sector.
Here are the six things that you need to know to understand the space: (more…)
February 4th, 2013 - 5 Daily Habits for Effective Social Media Marketing
The number of recommended actions and suggested tasks that social media managers must engage in can seem downright overwhelming. Not only are you supposed to update dozens of different profiles every day, you have to connect with potential new followers and monitor your company’s branded keywords in order to manage any negative mentions you encounter. And more.
To prevent yourself from becoming overwhelmed and unable to get anything done at all, refocus your efforts on the following daily social media habits made up of tasks you know you can complete. (more…)
February 4th, 2013 - How Advertisers Made The Super Bowl Power Outage Work For Them
Call it the Super Bowl of real-time marketing.
Savvy advertisers quickly took to Twitter tonight to capitalize on the unexpected power outage during this year’s Super Bowl. “We do carry candles,” Walgreens tweeted when the power went out at the Super Bowl. “We also sell lights.” Oreo tweeted, “Power out? No problem,” posting an ad that finished, “You can still dunk in the dark.” Meanwhile, Tide tweeted, “We can’t get your # blackout, but we can get your stains out,” posting its own ad. (more…)
January 8th, 2013 - After Positive Reception in 2012, Disneyland Expanding Three Kings Fest
The Disneyland theme park in Southern California is expanding its celebration of Three Kings Day after the Hispanic community’s enthusiastic response to last year’s event, a spokeswoman said.
“We are very happy to be able to celebrate this tradition again in the Disneyland Resort and in a larger spot to be able to receive more people,” Norma Perez, the park’s public relations manager for Hispanic media outreach, said. (more…)
January 8th, 2013 - Will Retiring Boomers be a Drag on Economy? Many Say No
With millions of baby boomers reaching retirement age, fears are mounting of the economic impact if they follow the pattern of previous generations by curbing spending and draining Social Security and Medicare benefits.
But the 78 million boomers – born from 1946 to 1964 – have always broken the mold in terms of setting trends, and some investors and business and community leaders see their retirement as no different. They see an unprecedented, multi-billion-dollar opportunity to offer new products and services to an active demographic group that’s expected to live longer than previous generations. (more…)
January 8th, 2013 - 10 Social Media Marketing New Year’s Resolutions
We all know there are many things we could do to fix our social media marketing programs or make them better. But the reality is that no one can do it all at once. Unless your organization has a huge multi-member team, it’s simply not possible to listen to every conversation, respond to every comment or post, moderate every conversation, create unending streams of entertaining and valuable content, and spend unlimited amounts of money on advertising that supports your social channel. (more…)
December 3rd, 2012 - Latino: The New Language of Rolling Stone
In the beginning it was the language. That’s how marketing to Latinos started. And agencies and the media put the Latino consumer in a “language cage.” It was as if Latinos lived in a silo, connecting only with Spanish language and Spanish media.
Today’s Latino reality, with 70 percent self-defined as “bicultural,” is completely different. Data reveals a more complex and integrated Latino consumer, showing a bilingual behavior when it comes to language and media usage. (more…)
December 3rd, 2012 - The Branding of Black Friday
A century ago “Black Friday” referred to the market crash of Sept. 24, 1869, which was caused by two financiers’ failed attempt to corner the gold market. Today we know Black Friday as the country’s busiest shopping day, falling right after Thanksgiving. How did that happen? (more…)
December 3rd, 2012 - The Can’t-Miss Social Media Trends For 2013
Ryan Holmes, CEO of Hootsuite, crystal balls the future of social so you’re not stuck with–gasp–Twitter 101-level skills.
Will Facebook continue its reign atop the social hierarchy? Will businesses get better returns on their social media investment? Will your CEO finally learn to tweet? Here’s a look at the biggest social media trends set to unfold in the year ahead. (more…)
November 5th, 2012 - Gen Y the Target of Macy’s Brand Expansion
Macy’s is putting high priority on Generation Y with the retailer’s implementation of its Millennial initiative. According to an announcement from the store, Macy’s will roll out more than 20 brands for its Macy’s mstylelab (primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30) departments. (more…)
November 5th, 2012 - Marketing’s Next Five Years: How to Get From Here to There
Imagine five years out. It won’t hurt, we promise.
Even the worst-case forecasts have our economic malaise nearing an end by then, a dreaded lost decade coming to a blessed conclusion and a true recovery taking shape with low unemployment and revitalized consumers. (more…)
November 5th, 2012 - Five Key Trends Impacting The Business Of Mom
Most of us know that today’s moms have become big business, wielding $2.1 trillion in U.S. spending power each year. We also know how far moms have distanced themselves from stereotypes of home maker, soccer mom, tech neophyte. But there’s an even more dramatic evolution in modern motherhood underway right now, and it’s causing marketers to reconsider how they communicate with this key audience. (more…)
October 4th, 2012 - Social Networking Sites: Time Suck or Killer Marketing Tool?
When Stephen Lewis started his third business, an online marketing company called Worthwhile Things in Winter Park, Fla., he turned to Manta, a networking site for small businesses, to pick up clients.
“I hate sales,” he says. “I can’t stand the process. It’s this posturing thing. The customer doesn’t say what they want to spend. The vendor doesn’t want to say what it’ll cost.” (more…)
October 4th, 2012 - Spanish-Language Political Advertising Lagging
Wooing Hispanic voters was supposed to be a big component in this year’s election, but according to a new study politicians are putting their money elsewhere.
The United States Hispanic Chamber of Commerce (USHCC) said Spanish-language advertising is a small fraction of overall spending even in states with large Hispanic populations such as California and Florida. (more…)
October 4th, 2012 - 5 Tips For Engaging Gen Y In Interest-Based Social Communities
Are any of your girlfriends planning a destination wedding? If so, chances are they’re connecting with other brides-to-be on BestDestinationWedding. How about that 18-year-old collegiate who is obsessed with the latest nail polish color? She’s probably on MakeUpTalk most days. Or a 22-year-old DJ who’s debating the merits of the latest headphones to get that perfect balance of sound quality and style? He’s definitely on Head-Fi. (more…)
August 30th, 2012 - Social Media: 5 Lessons from One of The World’s Most Successful Retail Brands
Target, America’s third largest retailer, added more than 2 million Facebook fans in the last month alone, making them one of America’s fastest-growing social brands, according to Track Social. Many brands are able to spike likes through great marketing, big ad buys or both. But few are able to maintain high engagement levels as sometimes less qualified traffic floods the page. (more…)
August 30th, 2012 - Collegiate Gen Y’s Shaping Food Trends
The nearly 20 million 18- to 20-year-olds who are currently attending college are developing distinct culinary preferences that will influence the food industry for decades to come, according to a new report from market research publisher Packaged Facts and food and beverage strategic innovations agency CCD Innovation. (more…)
August 30th, 2012 - Networks Struggle to Appeal to Hispanics
Sofia Vergara is probably the most recognizable Hispanic actress working in English-language television. She is one of the stars of “Modern Family,” among the highest-rated scripted shows on network television, and she has parlayed her celebrity into commercials for brands like Pepsi and Cover Girl.
Despite her popularity, “Modern Family” is not a hit with Hispanic viewers. (more…)
August 4th, 2012 - Amtrak expands gay marketing campaign; launches eTicketing
J.C. Penney did it and now so has Amtrak. It has launched a promotional campaign that includes gay families.
As part of an effort to market its standard discounted family travel program, for the first time, the national passenger rail company included gay families in its materials. In an online ad sent by Instinct magazine Friday to its email subscribers, a photo of same-sex parents with their child is featured. (more…)
August 4th, 2012 - Young and carless: Dealerships try to win Gen-Y buyers
As car brands lose out to young buyers, dealers focus on service
In Robert Gilbert’s marketing course at the University of Pittsburgh, undergraduates develop strategies ranging from research to public relations to advertising for big-name clients, including Chevrolet, Nissan and Honda.
Why are major car brands outsourcing some of their marketing efforts to a bunch of college kids? (more…)
August 4th, 2012 - Smartphones Make Olympic Viewing More Mobile
Olympic mobile video viewing, social interaction expected
With smartphones in more hands than ever before and mobile video viewing growing, the Olympics will see an increase of consumers viewing the games on their phones, rather than on their TVs.
In July, technology product shopping guide TechBargains surveyed US internet users on its site and those recruited via leading social networking sites and found that more than one in four planned to watch at least some of the Olympics on a smartphone this summer. (more…)
July 9th, 2012 - The Rise of Asian Americans
Asian Americans are the highest-income, best-educated and fastest-growing racial group in the United States. They are more satisfied than the general public with their lives, finances and the direction of the country, and they place more value than other Americans do on marriage, parenthood, hard work and career success, according to a comprehensive new nationwide survey by the Pew Research Center. (more…)
July 9th, 2012 - Ads Aim Marketing at Gay Audience: Moving Past “Gay Vague”
The June JC Penney catalog caused a stir by featuring a pair of gay dads playing with their kids in a Fathers Day ad. But JC Penney isn’t alone in seeing the gay audience as ripe for business: Marriott International, Allstate Insurance and American Airlines last week announced new marketing campaigns aimed at the gay, lesbian, bisexual and transgender (GLBT) audience. (more…)
July 9th, 2012 - Why Mobile Will Dominate the Future of Media and Advertising
We’re about to enter a world where there are more tablets and smart phones than PCs. If you’re in the mobile advertising business, your rocket ship takes off in five, four, three …
This is the dawn of the smartphone age. But you wouldn’t know it by looking at mobile advertising spend. Last week in this space, Derek Thompson showed that consumers are spending 10% of their media attention on their mobile devices while the medium only commands a mere 1% of total ad-spend. (more…)
May 31st, 2012 - Scion Aims to Keep Fun, and Gen Y, in the Picture
Scion as a brand is going back to the future. Back, that is, to the time when there was no Scion brand — back to more conventional vehicles and marketing than the iconoclastic touch that led to the origination of Toyota’s “youth” brand in 2004.
When Toyota announced Scion brand sales for April, executives hoped to continue a trend begun in the first quarter, when Scion sales were up by 19 percent over a year earlier. After four bad years, Scion sales actually ticked up by 8 percent last year over 2010. (more…)
May 31st, 2012 - Census: Fewer white babies being born
U.S. minorities now represent more than half of America’s population under the age of 1, the Census Bureau said, a historic demographic milestone with profound political, economic and social implications.
The bureau – defining a minority as anyone who is not “single race white” and “not Hispanic” – released estimates on Thursday showing that 50.4% of children younger than 1 were minorities as of July 1, 2011, up from 49.5% from the 2010 Census taken in April 2010. (more…)
There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. (more…)
April 30th, 2012 - Pinterest: An Introductory Guide for Marketers
Navigating the choppy waters of a new social networking site can be challenging as a marketer. The latest social media site to have marketers buzzing these days is Pinterest. Experian Hitwise finds Pinterest is the new No. 3 social site on the web (total visitors), just slightly ahead of LinkedIn.
Massive growth and popularity prove Pinterest is a wise avenue for your next marketing dollars. But how can you use it? (more…)
MillerCoors-owned beer giant Coors Light is rolling out a mobile campaign that uses SMS, mobile Web and an Android application to connect with Hispanic sports fans.
Coors Light is using the new mobile campaign to target Mexico’s Primera Division soccer fans. Coors Light launched a Web site as part of the digital effort last year and is aiming to give consumers access to digital content from their favorite teams on their handsets with the new initiative. (more…)
April 30th, 2012 - Reviving Two Characters by Tearing Them Apart
When beloved pairings split, fans may grow distraught, at the prospect of Simon without Garfunkel, Lennon without McCartney, or Martin without Lewis.
Now Mike and Ike, the brand of chewy fruit-flavored candies, is announcing its pair is separating, and hoping the development captures the interest of younger consumers. (more…)
April 2nd, 2012 - Young Consumers Pinch Their Pennies
Millennials were supposed to be the next golden ticket for retailers. A cohort of 70 million consumers roughly between the ages of 18 and 34, this was the first generation of Americans to grow up with cell phones and the Web. Marketers could reach them in myriad ways—tweets, Facebook pages—that were unavailable when their boomer parents started out. “Marketers thought, ‘Here come the Millennials, we’re going to have an awesome time selling to them,’” says Max Lenderman, a director at ad agency Crispin Porter & Bogusky. “They were waiting for a boom. Then comes the financial crisis, and all of a sudden the door has almost slammed in their face.” (more…)
April 2nd, 2012 - 2010 Census shows Asians are fastest growing race group
The US Census Bureau released Wednesday, Mar 21, a 2010 Census brief, The Asian Population: 2010, that shows the Asian population grew faster than any other race group over the last decade.
The population that identified as Asian, either alone or in combination with one or more other races, grew by 45.6 percent from 2000 to 2010, while those who identified as Asian alone grew by 43.3 percent. Both populations grew at a faster rate than the total US population, which increased by 9.7 percent from 2000 to 2010. (more…)
April 2nd, 2012 - Our American Dream: The Janitor Who Invented Flamin’ Hot Cheetos
Richard Montañez worked as a janitor at the Frito-Lay Rancho Cucamonga plant in California since 1976, but that all changed when he decided Cheetos needed an extra kick.
Call it luck or a craving, but for Montañez it all began while eating a cup of corn.
“I see the corn man adding butter, cheese and chile to the corn and thought what if I add chile to a Cheeto?” He asked himself.
It was an idea that would make him a legend. (more…)
February 29th, 2012 - Why Stunts Drive Clicks for Gen-Y Auto Marketers
This year, Chevrolet‘s Super Bowl ad for its Sonic hatchback had its share of white-knuckle stunts. For those who missed it, the hatchback skydived, bungee jumped and executed a kickflip.
But those stunts were child’s play compared to the risk Chevy seemed to be taking. After all, the ad featured no actual reasons to buy the car, no mentions of gas mileage, pricing or even its iPhone/iPad compatibility. The only thing you could surmise from seeing the ad is that the car might be useful if you and it were ever flung out of a plane. (more…)
February 29th, 2012 - Segmenting the Hispanic Market
A look at Latinos by country of origin
ith Hispanics representing one in six Americans in the 2010 census, it’s easy to assume that they are a single, homogeneous group. But nothing could be further from the truth.
People who identify themselves as of Mexican, Puerto Rican and Cuban origin represent the largest segments of the Hispanic market, but emerging groups from Central and South America were among the fastest growing groups from 2000 to 2010. In fact, the number of Hispanics who identified themselves as Central American or South American more than doubled to over 6.7 million during that decade, while the overall Hispanic population grew 43 percent to $50 million. (more…)
February 29th, 2012 - How Whole Foods Became The Luxury Brand Of Millennials
Does a bag full of organic produce say more about you than designer labels? For a new generation, does Whole Foods define the highest level of consumerism?
America’s definition of luxury is changing. Quiet, exclusive, and socially pedigreed extravagance is giving way to a new generation of affluent consumers (read: Millennials) who have grown up with a new definition of luxury that will forever change the way we market upscale goods. (more…)
February 1st, 2012 - The rise of in-store mobile commerce
More than half of adult cell phone owners used their cell phones while they were in a store during the 2011 holiday season to seek help with purchasing decisions. During a 30 day period before and after Christmas:
- 38% of cell owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making
- 24% of cell owners used their phone to look up reviews of a product online while they were in a store (more…)
February 1st, 2012 - New Disneyland holiday event targets Latino market
For the extended season, Disneyland officials decided to try out something new — a three-day celebration aimed at a Latino-focused holiday.
On the first day Friday (today), officials were surprised at the amount of media interest in the Dia de Reyes event: Fourteen Spanish-language television outlets, both international and national, either broadcast on site or aired live segments from Disneyland. One English language station, KTTV, also came out, as well as a few print journalists for a morning media demonstration. (more…)
If you follow sports, you already know that the Giants and New England Patriots will meet in the Super Bowl on Sunday for the second time in four years.
But what do you really know about the Patriots fans? And — when you think about it — can you adequately describe a typical Giants follower?
Consumer marketers can — and to a shocking degree of detail. (more…)
January 5th, 2012 - Newest Acura targets Gen Y
Seeking to revive its Acura luxury brand, Honda is introducing a sedan intended for younger buyers unable to afford higher-end marques. It’s part of an effort to improve Acura’s image with new models.
The compact ILX is aimed at “Generation Y” drivers who are turning 30, Honda said at a briefing in Las Vegas this month. The sedan will start “well under $30,000” when it goes on sale in early 2012 and will be shown next month at the Detroit auto show, said Vicki Poponi, assistant vice president for product planning at Honda’s U.S. unit. (more…)
January 5th, 2012 - Ethnic Groups Don’t See Themselves in Advertising, Digital Content
Creative that appeals to race, background is key to engagement
Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one. (more…)
January 5th, 2012 - 30 Social Media Predictions for 2012 From the Pros
How will social media impact businesses in 2012?
Social Media Examiner decided to tap the knowledge and expertise of top social media pros for a glimpse of what we can expect in the new year. Here are their predictions of where social media is headed in the next 12 months. (more…)
November 30th, 2011 - Reverse Mentoring Cracks Workplace
Top Managers Get Advice on Social Media, Workplace Issues From Young Workers
Workplace mentors used to be older and higher up the ranks than their mentees. Not anymore.
In an effort to school senior executives in technology, social media and the latest workplace trends, many businesses are pairing upper management with younger employees in a practice known as reverse mentoring. The trend is taking off at a range of companies, from tech to advertising. (more…)
November 30th, 2011 - Multicultural Marketing Key to New Hotel Demand
The U.S. hotel industry’s traditional core target market of white males is trending downward, and many hoteliers are either ignoring this fact or have yet to implement the steps necessary to make up market share.
The reasons for this oversight are many but underlying the issue revolves around diversity. While the male Caucasian population is decreasing, many otherwise savvy executives have yet to recognize the millions of women, Hispanics, African-Americans, Asian-Americans and members from the lesbian, gay, bisexual and transgender community who are replacing them. (more…)
November 30th, 2011 - Modern Family
As the ‘normal’ family becomes harder to define, brands need to re-think the way they market their products
A recent Heinz Deli Mayo commercial begins like any other family food advertisement. Two bright-eyed children run into the kitchen, calling to mum to make them sandwiches. As the advert continues, however, the person they’re calling ‘mum’ is revealed as a burly New York-accented man. He makes them lunch and kisses his partner goodbye for the day. (more…)
November 2nd, 2011 - The Way To Gen Y’s Wallets Is Through Their Phones
As I write this, I am impatiently waiting for my iPhone 4S to be delivered.
Yes, I preordered the phone and, yes, I got up at 2 a.m. Central Time on Oct. 7 to do so.
It’s kind of a big deal for me when Apple releases a new iPhone. My iPhone is rarely — if ever — more than an arm’s length away. It’s the last thing I check before I fall asleep and it’s my alarm in the morning. (more…)
November 2nd, 2011 - What’s a Typical Household Look Like? Just as Likely to Be Headed by a Woman
Marketing executives who are married with kids might be surprised to find that they represent a mere one in five households nationwide—a long way from typical. In fact, the 2010 Census found a record low 48% of U.S. households were married couples and that iconic American family, married with children, had slipped to a new low of 20% of all households.
In fact, more than 45 million women are householders (the term used by the Census for heads of households of any gender), which is a record high and double the number counted in the 1980 U.S. Census. (more…)
November 2nd, 2011 - Advertisers Miss Key Targets In Hispanic Market
Carat USA, the Aegis Group media shop, has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.
The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population — and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.” (more…)
October 3rd, 2011 - Carl’s Jr., Hardee’s team with Gen Y news site
CKE Restaurants, Inc. has signed a deal with the new mobile news site OneMinuteNews.com to reach the site’s young users with interactive, geotargeted video advertising for its Carl’s Jr. and Hardee’s chains.
The deal makes CKE the first advertiser to employ the privately held site’s video solution. Initiative, the Interpublic Group media communications company, will also collaborate under the terms of the exclusive agreement.
OneMinuteNews, launched in March, streams 60-second news stories that are edited, produced and anchored by and for Millennials. The site will present short-form advertising for Hardee’s and Carl’s Jr. in the form of five- and 10-second pre-roll videos, interactive/rich media and content sponsorships. (more…)
October 3rd, 2011 - A Mexican soft drink tries to step outside its niche
Jarritos, a Mexican soft drink popular among Hispanics in the United States, is introducing new advertising to win over non-Hispanic young men in the hope that they will spread the brand’s message even farther.
The campaign, which began rolling out in stages on Sept. 6, focuses primarily on the Los Angeles market, where Jarritos has commissioned three murals and is doing consumer sampling. The brand also has a new Web site, Jarritos.com, and is advertising on Pandora, the Internet radio service, and elsewhere online. (more…)
October 3rd, 2011 - The kids are online – children entering digital age earlier than ever
When five-year-old Sally Chow was last angry with her dad, she didn’t stomp her feet or throw a tantrum. The Vancouver youngster simply held up her thumb and finger and defiantly pinched them together — a gesture used on computer tablets for resizing something.
“That was her way of saying, ‘I’m making you smaller,’” says John Chow, laughing.
According to Sesame Workshop, the non-profit behind Sesame Street, about a quarter of U.S. kids are going online daily by age three, while around half are doing so by age five. A 2011 survey by Parenting Group and BlogHer, meanwhile, finds that a third of North American Gen Y moms (18 to 27) have let their children use a laptop by age two. (more…)
September 6th, 2011 - Why Trader Joe’s Stands Out From All the Rest in the Grocery Business
With 344 food stores in 25 states and Washington, D.C, Trader Joe’s is a perfect example of how to gain a competitive advantage in a crowded space by embracing the immigrant perspective. Trader Joe’s first opened its doors in 1967 in Southern California and today their circular vision to food retailing has kept their linear-thinking competitors on the run. In fact, they take pride in not doing (or following) what their competitors do. (more…)
September 6th, 2011 - Millennials: Big On Cause-Marketing, Not On TV
It seems that youth-oriented cause-marketing campaigns are hitting their mark.
Millennials (a/k/a Gen Y) are more aware than Americans of other generations of campaigns such as Dove’s Campaign for Real Beauty (33% versus 21%) or Gap RED (26% versus 9%), according to a new study of this cohort from the Barkley marketing agency, Service Management Group and The Boston Consulting Group.
Millennials also report greater exposure to such campaigns through social media (40% versus 22%) and online news (28% versus 22%). (more…)
September 6th, 2011 - Minority babies almost the majority
White infants are on the verge of being displaced as the majority of newborns now that nearly half of babies in the USA are ethnic and racial minorities.
Only 50.2% of babies under age 1 are white and not Hispanic, according to the 2010 Census — a sharp decline from 57.6% just 10 years earlier. (more…)
August 2nd, 2011 - The Mexican-American Boom: Births Overtake Immigration
Births have overtaken immigration as the main driver of the dynamic growth in the U.S. Hispanic population. This new trend is especially evident among the largest of all Hispanic groups — Mexican-Americans,1 according to a new analysis of U.S. Census Bureau data by the Pew Hispanic Center, a project of the Pew Research Center.
August 2nd, 2011 - Rural US disappearing? Population share hits low
Rural America now accounts for just 16 percent of the nation’s population, the lowest ever.
The latest 2010 census numbers hint at an emerging America where, by midcentury, city boundaries become indistinct and rural areas grow ever less relevant. Many communities could shrink to virtual ghost towns as they shutter businesses and close down schools, demographers say.
August 2nd, 2011 - Digital natives will change old school workplaces
Managers throughout the world have struggled with how to handle the dramatic impact of new media on their workplace.
Pretty soon they won’t have much choice.
It is estimated that, within three years, a third of all workers will be from tech-savvy Gen Y.
July 5th, 2011 - 2010 Census Shows America’s Getting Older and More Manly
The 2010 Census results are in and the Census Bureau has gradually been releasing the data. Census results are a treasure trove of information for small businesses because they reveal demographic trends that affect your target customers and give you insight into what business concepts, markets and regions of the country are going to be hot in the coming years. The most recent Census findings have some interesting implications for small business. (more…)
July 5th, 2011 - The Fight for Targeting Latinos Online
If you’re looking for a fight dog, googling “pitbull” can take you to a different place. Not only because the successful rapper will be at the top of the searches, but also because this stage English name can be misleading. Behind Pitbull, there’s a Latino called Armando Pérez, the real name of this Cuban American artist. (more…)
July 5th, 2011 - Research: Digital to Account for Almost 60% of Ad Spend Growth
Print and broadcasting have recovered after the deep 2008 – 2009 recession. But PwC’s “Global entertainment and media outlook: 2011-2015″ says that since that time, digital has emerged as the central driver for media companies business operations, consumer connections and revenues. (more…)
June 1st, 2011 - How Attached Are Latino Immigrants to Their Native Country?
Most Latino immigrants maintain some kind of connection to their native country by sending remittances, traveling back or telephoning relatives, but the extent of their attachment varies considerably.
Only one-in-ten (9%) do all three of these so-called transnational activities; these immigrants can be considered highly attached to their home country. A much larger minority (28%) of foreign-born Latinos is involved in none of these activities and can be considered to have a low level of engagement with the country of origin. (more…)
Generation X is Dairy Queen’s new sweet spot.
Parents with young children have always been the ice cream maker’s target audience, though they’ve usually fallen in more than one age group. But for now, Dairy Queen’s primary target falls squarely within Generation X: parents roughly between the ages of 34 and 44 years old. (more…)
June 1st, 2011 - Married Couples Are No Longer a Majority, Census Finds
Married couples have dropped below half of all American households for the first time, the Census Bureau says, a milestone in the evolution of the American family toward less traditional forms.
Married couples represented just 48 percent of American households in 2010, according to data being made public Thursday and analyzed by the Brookings Institution. This was slightly less than in 2000, but far below the 78 percent of households occupied by married couples in 1950. (more…)
May 2nd, 2011 - Nevada Tourism Officials Going After Gay and Lesbian Market
Listening to Mya Lake Reyes, the Las Vegas Convention and Visitors Authority’s director of diversity marketing and an expert on the LGBT travel market, talk about her compelling visual in her presentation about how to attract more gay and lesbian customers to a destination. (more…)
May 2nd, 2011 - US Retailers’ Outreach to the Online Hispanic Retail Consumer
Hispanic Retail Marketing – SEARS / K-Mart Case Study
We hear and read daily about the increasing numbers of Hispanics in the United States. The latest census results indicate Hispanics make up 16% of the US population and that this number will climb to 25% or higher by the year 2050. (more…)
May 2nd, 2011 - Marketing to the New ‘Generation Y’ Home Buyers
Mainstream media has been focused on both Baby Boomers and Generation X’ers for years. This has many real estate agents missing out on great business opportunities that could be found in the newest generation of home buyers. (more…)
April 1st, 2011 - Many U.S. Blacks Moving to South, Reversing Trend
The percentage of the nation’s black population living in the South has hit its highest point in half a century, according to census data released Thursday, as younger and more educated black residents move out of declining cities in the Northeast and Midwest in search of better opportunities. (more…)
April 1st, 2011 - U.S. Census Is All About Hispanic, Local
This is a very big year for the Census and not just for the obvious reason that new national Census numbers are forthcoming. The new data, which will be trickling out in coming days, reveal some profound shifts in demographic trends that will have major implications for marketers: You had better start thinking local. (more…)
April 1st, 2011 - Hispanics Account for More than Half of Nation’s Growth in Past Decade
The 2010 Census counted 50.5 million Hispanics in the United States, making up 16.3% of the total population. The nation’s Latino population, which was 35.3 million in 2000, grew 43% over the decade. The Hispanic population also accounted for most of the nation’s growth—56%—from 2000 to 2010. (more…)
March 1st, 2011 - Google puts resources behind U.S. Hispanic market
Google has created a “specialist team” to focus on the U.S. Hispanic market. John Farrell, general manager, Google Mexico, told MediaPost Thursday that the Mountain View, Calif. company developed a “methodical approach” to developing best practices that will help advertisers across all industries do a better job connecting with this market segment across search, display and mobile platforms. (more…)
March 1st, 2011 - Males overindex for usage of mobile coupons, QR codes: study
Thirty percent of North American shoppers have smartphones, and men are more likely than women to use mobile coupons and QR codes, according to a Better Homes and Gardens survey. (more…)
January 24th, 2011 - Pizza chain seeks slice of bicultural pie
Pizza Patrón, a 100-unit restaurant chain that has long catered to a Spanish-speaking clientele, is turning its charms on English speakers. (more…)
January 24th, 2011 - Online generation gap shrinking: still, millennials rule
Though the adoption of emerging Web activities such as social media is still dominated by Millennials, older generations are making sharp gains (more…)
January 24th, 2011 - Support of customers in their native language gives competitive advantage
Businesses in telecommunications, financial services, utilities and insurance that offer customer service in the native language of the consumer will be the biggest winners as the stalled economy begins to move in 2011 (more…)
December 15th, 2010 - Courting Hispanic customers with texts and web sites en Español
AS the Hispanic population in the United States continues to grow, major advertisers are seeking new ways to attract Hispanic customers. These advertisers are increasingly trying to deliver their message in Spanish through Web sites, special sites for mobile phones and texting campaigns. (more…)
December 15th, 2010 - Twitter use strongest among US minority groups – study
African-American and Latino adults in the US who use the internet are twice as likely as whites to use the website Twitter, a survey has found.
The Pew Research Center, a Washington-based think tank, found that 13% of Latino and 18% of African-American adult internet users use Twitter.
Of all US adult internet users, 8% use the micro-blogging site, Pew found.
Minority groups visit the site more because they are younger and use mobile technology more often, the centre said. (more…)
December 15th, 2010 - U.S. Hispanic population is booming
Recent Census data show roughly one in four children under the age of 10 are Hispanic
In recent decades, the U.S. population as a whole has grown steadily, but the size of the Hispanic segment in particular has ballooned. The Hispanic population of the United States now stands at nearly 50 million, more than double its size in 1990. Recent census figures shed light on this trend, showing that Hispanic children are a driving factor in that recent growth, accounting for roughly one in four children under the age of 10 in the United States. (more…)
November 16th, 2010 - Along with acculturation, heritage plays important role in Latina Shopping Behavior
Who said that all shoppers are alike? Well, all shoppers walk in and out of the store, browse the aisles and racks, and ultimately purchase a product or item. But, according to the 2010 Latina Shopper Study fielded this summer among a nationally representative sample of Latinas between the ages of 18 and 54, these shoppers browse differently and respond to different stimuli when shopping, and their behavior varies either by level of acculturation, place of origin or a combination of both. Que viva la diferencia! (more…)
November 16th, 2010 - Baby boomers are no longer luxury retailing’s future
Yes, wealthy consumers appear to be spending again, and luxury retail is showing improvement. But some analysts are predicting that one of the lasting effects of the Great Recession will be a generational shift in the luxury goods that will force retailers to change how they sell.
Baby boomers, who had been the backbone of the luxury market, have lost a lot of their net worth as their investments and property values tanked. That could lead retailers to start focus on the boomers’ children, the echo-boomers of Generation Y, a sizable cohort of consumers who came of age at the turn of the millennium. (more…)
November 16th, 2010 - Despite recession, Hispanic and Asian buying power expected to surge in US
Although the Great Recession has hit Hispanics and Asians particularly hard, their buying power is expected to grow rapidly during the next several years, according to the annual minority buying power report released today by the Selig Center for Economic Growth in the University of Georgia Terry College of Business.
“Despite the recession, the underlying growth trends for Hispanics and Asians in the U.S. are still very strong,” said Jeff Humphreys, director of the Selig Center and the author of the report. (more…)
October 14th, 2010 - McDonald’s Keynote Address Stresses Diversity as a Business Opportunity
Kelly speaks to 1,000 ASA attendees – from the ASA’s online report:
Notable marketing expert Kelly McDonald presented the keynote address at the Automotive Service and Repair Week (ASRW) opening general session, Oct. 11, 2010. Sponsored by DuPont Performance Coatings, McDonald’s presentation titled “The Changing Face of Your Business – Inside and Out” focused on diversity as a business opportunity and examined the generational, racial and ethnic effects occurring in the changing automotive service workplace as it relates to employees and customers. (more…)
October 14th, 2010 - Hispanics Enter Med School in Record Numbers
The number of minorities who applied for and enrolled in medical schools grew in 2010, a trend that was most pronounced among Hispanic males, according to data released Wednesday by the Association of American Medical Colleges (AAMC).
Total enrollment in accredited medical schools increased across the board, by about 1%, from 2009 to 2010, the group reported.
Enrollment among white students increased by 1.5% from 2009 to 2010. Meanwhile, total enrollment for male Hispanic students grew more than 17%, and Hispanic female enrollees increased by 1.6%. (more…)
October 14th, 2010 - The American Financial Dream – Anything is Possible; or is it?
A startling 33% of all new mothers in the US are Hispanic/Latino.
Financial security is everyone’s goal and part of the American Dream; however, some need to understand the basics of finance here in the U.S.
The Hispanic population is young and growing; it is multi-generational; with money to spend. They also start new businesses, of all sizes, at twice the average rate. (more…)
September 14th, 2010 - Beringer Bets on Hispanic Market as Wine Growth Category
Enchiladas go well with chardonnay or pinot grigio wines, and strong, spicy foods like mole can be paired with a sauvignon blanc, according to Beringer Vineyards’ new Spanish-language wine wheel, part of an innovative pilot program starting this week to target U.S. Hispanics.
Although beer and tequila get plenty of ad dollars, the wine category has largely ignored Hispanics except for a few holiday ads or translations of general-market campaigns — until now. (more…)
September 14th, 2010 - How Young Latinos Communicate with Friends in the Digital Age
When it comes to socializing and communicating with friends, young Latinos (ages 16 to 25) make extensive use of mobile technology. Half say they text message (50%) their friends daily, and 45% say they talk daily with friends on a cell phone. Other communication platforms are less widely used for socializing. For example, fewer than one-in-five young Latinos (18%) say they talk daily with their friends on a landline or home phone, and just 10% say they email their friends daily. (more…)
September 14th, 2010 - Marketing: Not yet wrapped up
Abandoned and betrayed, Valentina becomes a harsh and embittered woman who vows never to love again,” says a voiceover for Soy tu Dueña, a new US telenovela. “Rosario Tijeras will show just how lethal love can be,” a promotion for a Colombian “narco-soap” promises. The father in a third trailer thunders: “You’ll be banished from our family.”
The histrionics are familiar to lovers of the Latin soap operas that have prospered in the US even as venerable English-language serials such as As The World Turns are cancelled. (more…)
July 29th, 2010 - Minority Business Growth Outpacing Others
The number of minority and women-owned businesses grew faster than the overall increase between 2002 and 2007, the U.S. Census Bureau said Tuesday.
The data included in the Preliminary Estimate of Business Ownership by Gender, Ethnicity, Race and Veteran Status, 2007, shows the number of minority-owned businesses rose 45.6 percent during the five-year study period, while the number of women-owned businesses rose by 20.1 percent. (more…)
July 29th, 2010 - World Cup final sets ratings record
World Cup television viewership rose 41 percent over four years ago for English-language telecasts in the United States, with Spain’s 1-0 overtime victory over the Netherlands setting a record for a men’s soccer game.
Sunday’s game in Johannesburg, which gave the Spanish their first World Cup title, was seen by 15,545,000 viewers on ABC, according to fast national ratings. The previous high was 14,863,000 viewers for the United States’ 2-1 overtime loss to Ghana in the second round on June 26. (more…)
July 29th, 2010 - Univision Poll: US Hispanics mix hopes, strains
Hispanics are eager to blend into American society while still maintaining their cultural identity, a paradox that reflects the complex beliefs of the nation’s fastest-growing minority. Yet there are limits to assimilation — most don’t expect the United States to elect a Latino president in the next 20 years.
An Associated Press-Univision poll of more than 1,500 Latinos uncovered several distinct trends. (more…)
June 22nd, 2010 - Hispanic Study Reveals Marketing-Critical Complexities
Marketing effectively to U.S. Hispanics requires an understanding of diverse psychographics, identity profiles and emerging segments that goes well beyond the language, country of origin and acculturation level targeting definitions now in standard use, according to newly released research jointly conducted by Starcom MediaVest Group and NBC Universal’s Telemundo.
The year-long “Beyond Demographics” study began with an in-depth exploration of Hispanic culture and identity factors with a diverse group of Latino leaders who acted as “cultural translators.” (more…)
June 22nd, 2010 - New Messaging Needed to Reach ‘New Majority’
Today’s Multicultural Audience Is Young, Diverse and Consumes Media Very Differently
Ask most major marketers what their primary concerns are today, and you’ll inevitably get back responses such as digital, cause marketing and multicultural marketing. But those three areas are far from mutually exclusive as the world becomes increasingly blended.
“Within the next three decades, Hispanics, African-Americans, Asians and other minorities, as well as young consumers, will become the country’s new majority,” (more…)
June 22nd, 2010 - Multiracial U.S. becomes more diverse
Minorities could be the new American majority by 2050
The nation’s minority population is steadily rising and now makes up 35 percent of the United States, advancing an unmistakable trend that could make minorities the new American majority by midcentury.
As white baby boomers age past their childbearing years, younger Hispanic parents are having children — and driving U.S. population growth. (more…)
May 13th, 2010 - Most Popular Soccer Team in the U.S.: Mexico?
In late 1993, buoyed by having qualified for the World Cup in the United States the next year, Mexico stepped outside its usual sites — Los Angeles, Chicago, Dallas and New York — to play an exhibition game in San Diego.
Promoters, who had never attracted more than 20,000 fans to a soccer game unaccompanied by a concert, would have been thrilled to hit that mark on a midweek night game against China.
But when the game arrived, they were overwhelmed. Traffic heading north from the border on Interstate 805 was backed up for miles, and as kickoff approached, people began to park on the side of the road. They walked down embankments and through a creek and dashed across streets to reach Jack Murphy Stadium. Once there, long lines snaked from ticket windows.
When the crowd finally settled in, shortly after halftime, nearly 50,000 people filled the stadium. (more…)
May 13th, 2010 - Ace Hardware Opens Door To ‘La Ferreteria’
Among the general market, Ace Hardware is a well-known brand. But a bit surprisingly, the brand isn’t so well-known among Hispanics. With that in mind, the 85-year-old company is using its first Hispanic-centric marketing campaign to introduce the brand to the nearly 50 million members of the Hispanic market.
The effort, which includes television and radio commercials, links Ace Hardware to the Spanish term “La Ferreteria,” (hardware store) which is a center of the community for many Latin countries.
The national campaign, which will run through the spring on Telemundo and Univision, comes after two years of test market campaigns in Denver, Chicago and Sacramento, Calif. (more…)
May 13th, 2010 - Work Force Fueled by Highly Skilled Immigrants
After a career as a corporate executive with her name in brass on the office door, Amparo Kollman-Moore, an immigrant from Colombia, likes to drive a Jaguar and shop at Saks. “It was a good life,” she said, “a really good ride.”
As a member of this city’s economic elite, Ms. Kollman-Moore is not unusual among immigrants who live in St. Louis. According to a new analysis of census data, more than half of the working immigrants in this metropolitan area hold higher-paying white-collar jobs — as professionals, technicians or administrators — rather than lower-paying blue-collar and service jobs. (more…)
April 15th, 2010 - Univision, GameSpot to Launch Spanish-Language Game Site
Univision and GameSpot will collaborate to create a new gaming destination for Spanish-speaking gamers, the companies said last week.
GameSpot will provide content for a new gaming website housed at Univision.com — some translated from English and some produced exclusively in Spanish under the oversight of GameSpot editor Ricardo Torres. (more…)
April 15th, 2010 - Latinos and the 2010 Census: The Foreign Born Are More Positive
Foreign-born Hispanics are more positive and knowledgeable about the 2010 U.S. Census than are native-born Hispanics, according to a nationwide survey of 1,003 Latino adults conducted March 16-25, 2010, by the Pew Hispanic Center.
Overall, seven-in-ten (70%) Hispanics say the census is good for the Hispanic community. However, foreign-born Hispanics are more likely than native-born Hispanics to feel this way-80% versus 57%. (more…)
April 15th, 2010 - Analysis Shows Impact Of Hispanic Growth
Statistics confirming the overall growth of Hispanics within the U.S. population and their spending power are readily available and frequently cited, but quantifying the Hispanic market’s impact on specific consumer goods categories and industries can prove more elusive.
A new analysis of Census Bureau and Bureau of Labor Statistics Consumer Expenditure Survey data for 2005 to 2008 by Latinum Network sheds light on the true monetary impact of the Hispanic market on the food and beverage and restaurant industries. (more…)
A Golden Opportunity for Companies to Engage Latinos as a Driver of Business
LOS ANGELES, March 4 /PRNewswire/ — The 2010 U.S. Census is expected to find that Hispanics number more than 50 million in this country, and they command $1 trillion in buying power. Yet 50% of U.S. advertisers, who acknowledge the cultural impact of Latinos, do not include Hispanics in their marketing efforts. (more…)
March 16th, 2010 - Latino Immigrants Help Keep Catholic Church Dominant U.S. Religion
New arrivals from Spanish-speaking countries have helped the Catholic Church maintain its status as the dominant religion in the U.S., according to a new Trinity College report slated to be released today.
In fact, the report said, without the influx of 9 million Latino Catholics from 1990 to 2008, the denomination would have lost ground.
But the influx of immigrants masks another trend documented by the study: The longer Latinos live in the U.S., the less likely they are to identify themselves as Catholic. (more…)
March 16th, 2010 - Minority births on track to outnumber white births
WASHINGTON – Minorities make up nearly half the children born in the U.S., part of a historic trend in which minorities are expected to become the U.S. majority over the next 40 years.
In fact, demographers say this year could be the “tipping point” when the number of babies born to minorities outnumbers that of babies born to whites. (more…)
February 23rd, 2010 - Quepasa.com Gains 1.4 Million New Users in January
Fastest Growing Online Social Community for Latinos Now Boasts Total Membership of 9 Million Subscribers
Quepasa Corporation (OTCBB: QPSA), owner of Quepasa.com, an online social network targeting the Latino community, today announced that the website gained 1.4 million new registered users during the month of January. This represents an increase of 17% over the number of new subscribers who signed up during the previous month, and propels Quepasa.com’s total membership from 7.6 million in December to 9 million today — an overall gain of 18%. (more…)
February 23rd, 2010 - U.S. colleges court Hispanic families using español
For some Hispanic students, navigating the college application process can be a double-whammy: Balancing high school coursework with essays and interviews, and then translating the whole system for their parents, who don’t speak English.
Some venerable East Coast universities are trying to ease that burden — and tap the booming pool of Hispanic students — by offering Spanish translations of their admissions and financial aid material. (more…)
February 23rd, 2010 - Boy Scouts launching initiative to attract Latino youngsters
In an era of instant text messages, eye-popping video games and constant soccer practice, can an outfit touting the merits of woodcraft, civic virtue and campfire sing-alongs attract today’s seen-it-all kid?
Specifically, a Latino kid who might be wrestling with questions of how and where to fit in?
The Boy Scouts of America is preparing to find out.
On the cusp of its 100th anniversary — and in the face of daunting membership declines — the organization is launching a campaign to recruit Latino youth. Denver is part of a national pilot program. (more…)
January 8th, 2010 - America’s Census and Business, A Count That Counts
This year’s tally of America will help shape corporate strategy for a decade
THIS week 13 vehicles embarked on an 800-stop tour across America, which will include visits to popular events such as Mardi Gras in New Orleans and the Super Bowl, to be held in Miami in February. The product they are promoting is an esoteric one: America’s census, a physical tally of everyone living in the country which takes places every 10 years, as stipulated by the constitution. (more…)
January 8th, 2010 - Latinos Online, 2006-2008: Narrowing the Gap
From 2006 to 2008, internet use among Latino adults rose by 10 percentage points, from 54% to 64%. In comparison, the rates for whites rose four percentage points, and the rates for blacks rose only two percentage points during that time period. Though Latinos continue to lag behind whites, the gap in internet use has shrunk considerably. (more…)
January 8th, 2010 - Comcast is Expanding Its Ethnic Programming
Comcast Corp. is targeting Spanish speakers and immigrants with about 140 new ethnic TV channels, a major move into that market for the cable giant.
The company says it wants to compete with satellite providers DirecTV and Dish Network for ethnic viewers looking for programming in their native languages or from their home countries. (more…)
December 15th, 2009 - Between Two Worlds: How Young Latinos Come of Age in America
A new survey from the Pew Hispanic Center provides a close-up look at the lives of Latino youths in America. “The melting pot is dead. Long live the salad bowl,” the report concludes.
Hispanics are the largest and youngest minority group in the United States. One- in-five schoolchildren is Hispanic. One-in-four newborns is Hispanic. Never before in this country’s history has a minority ethnic group made up so large a share of the youngest Americans. By force of numbers alone, the kinds of adults these young Latinos become will help shape the kind of society America becomes in the 21st century. (more…)
December 15th, 2009 - Economic Downturn Impacts Hispanic Spending Less Than Expected
Hispanics normally represent an opportunity for business growth — that has proven true in some sectors while impacting others significantly. The “Great Recession” really took hold in 2009 after threatening in ’07 and sinking in during ’08. We all are hopeful that ’10 begins an extended recovery.
Noticeable but not very significant decreases in spending by Hispanic households were felt in consumables such as (more…)
December 15th, 2009 - YouTube gets Hispanic shows in Univision deal
Spanish-language media company Univision Communications Inc said on Monday it has reached an agreement to feature short and full-length programs on Google Inc’s online video site YouTube.
The revenue-sharing agreement covers new and archive Hispanic programing, including shows from Univision Communications’ Univision, TeleFutura and Galavision networks.
The revenue will be generated by advertising featured around the programing. Executives said that Univision will receive the majority of the revenue but declined to give further financial details. (more…)
November 30th, 2009 - Rising NFL viewership signals cultural shift for Hispanics
It’s Monday night, at the St. Petersburg Ale House, and at the bend of the bar by the front are Nicole Correa and Diana Nieves-Oake. They’re watching Monday Night Football on some of the roughly three dozen flat screens spread around this place on Martin Luther King Street N.
Nicole is 41. Her parents are Cuban, but she was born in Connecticut and now she lives in St. Petersburg. She’s a Bucs fan.
Diana is 37. She has a Puerto Rican dad and a Panamanian mom, and she lived in Seattle before she moved here. She’s a Seahawks fan. (more…)
November 30th, 2009 - NBA Launches Hispanic Push
The pro sports league that was the first to realize the importance of establishing a global presence is finally addressing a key component of its fan base at home.
The National Basketball Association today launches a season-long, $7 million to $10 million ad campaign aimed at the growing Hispanic market, which the league said accounts for 15% of its total U.S. fan base of 120 million fans.
The NBA has reached out to the Hispanic community before through a number of initiatives, but this is the league’s first multiplatform Hispanic marketing campaign, putting it years behind its counterparts at the National Football League, Major League Baseball and Major League Soccer in terms of a dedicated effort toward Hispanics. (more…)
November 30th, 2009 - Leagues Make Pitch to Hispanics
Major U.S. Sports Step Up Efforts to Draw Fans From Rapidly Expanding Group
Thousands of Hispanic fans wearing bright yellow T-shirts and waving Colombian flags crowded Homestead Miami Speedway Nov. 22 to root for Juan Pablo Montoya in Nascar’s final race of the season.
The Colombian driver finished 38th after a wreck, but helped pull in the largest proportion of first-time fans ever recorded at the racetrack: 55% compared with the usual 20%, according to Curtis Gray, president of the speedway, which keeps a database of attendees. (more…)
October 20th, 2009 - North Carolina’s booming Latino population fuels economic growth
Vying for a Slice of One State’s Growing Hispanic Consumer Market
Washington – When Peoples Bancorp of North Carolina noticed explosive growth in the state’s Hispanic population – now nearly 600,000 strong and 7 percent of the state’s residents – it saw an opportunity.
But rather than just put up some Spanish-language signs and hire a few bilingual tellers, the commercial bank established an entirely new subsidiary. That subsidiary – Banco de la Gente – targets Latino customers. (more…)
October 20th, 2009 - Hispanics pumped $171 billion into Texas economy in 2008
Hispanic buying power in Texas is expected to jump 47 percent to $252 billion by 2013, according to a study by the Selig Center for Economic Growth at the University of Georgia.
The study found that Hispanic households contributed more than $171 billion to the Texas economy last year. (more…)
October 20th, 2009 - New U.S. Census to Reveal Major Shift: No More Joe Consumer
Ad Age White Paper 2010 America Uncovers the Marketing Implications
LOS ANGELES (AdAge.com) — The 2010 Census is expected to find that 309 million people live in the United States. But one person will be missing: the average American.
“The concept of an ‘average American’ is gone, probably forever,” demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. “The average American has been replaced by a complex, multidimensional society that defies simplistic labeling.” (more…)
September 30th, 2009 - Southwest Salutes September…Hispanic Heritage Month
The root of the Hispanic Heritage Month celebration is the “fiesta de la independencia” or the independence party for seven Latin American countries: El Salvador, Costa Rica, Honduras, Mexico, Nicaragua, Chile, and Guatemala.
Southwest Airlines is proud to acknowledge and honor diversity inside our walls and on our planes, and to commemorate Hispanic Heritage Month we have selected Dallas-based artist, Jose Suaste, to create our celebration imagery for 2009. (more…)
September 30th, 2009 - American Cancer Society Report Describes Unique Cancer Profile Of Hispanic/Latino Americans
The latest edition of Cancer Facts & Figures for Hispanics/Latinos reports that Hispanic/Latino Americans – the largest, fastest-growing, and youngest minority in the United States – have a unique cancer risk profile that requires a targeted approach to cancer prevention. The report finds Hispanic/Latino Americans are less likely than non-Hispanic whites to develop and die from all cancers combined as well as the four most common cancers (female breast, prostate, colorectum, and lung). However, Hispanics have higher rates of several cancers related to infections (stomach, liver, and cervix) and are more likely to have cancer detected at a later stage. (more…)
September 30th, 2009 - U.S. Census Uses Telenovela to Reach Hispanics
MIAMI — Perla Beltrán, a young woman from the wrong side of the tracks in New York, has suffered a great deal lately — her husband, a thief, has been murdered and she has been associating with lowlifes. But she thinks she has found a way out: as a recruiter for the United States Census Bureau.
Ms. Beltrán, a character in the popular Spanish-language soap opera “Más Sabe el Diablo,” “The Devil Knows Best,” represents only one element of the government’s yearlong effort to garner trust among Hispanics, an ethnic group that has been historically wary of the decennial census process. (more…)
September 30th, 2009 - A third of Nevada Hispanic households lack member fluent in English
One in three Hispanic households in Nevada continue to be linguistically isolated, according to U.S. Census Bureau information released Tuesday.
The Census Bureau defines a linguistically isolated household as one in which no one 14 or older is fluent in English. Nevada ranks fifth nationally, with 33.7 percent of Spanish households having anyone over 14 fluent in English. (more…)
August 12th, 2009 - Verizon To Put Facebook, Twitter On Your TV
Coming soon to a television near you (if you’re a Verizon FiOS subscriber, anyway): Facebook, Twitter and an App Store-like marketplace.
“People of all ages and demographics are living their lives on social networks,” Verizon representative Bobbi Henson tells Marketing Daily. “And the more they do that, the more they want to experience it wherever they are.” (more…)
August 12th, 2009 - Mexican Immigrants: How Many Come? How Many Leave?
The flow of immigrants from Mexico to the United States has declined sharply since mid-decade, but there is no evidence of an increase during this period in the number of Mexican-born migrants returning home from the U.S., according to a new analysis by the Pew Hispanic Center of government data from both countries. (more…)
August 12th, 2009 - The Top 10 Social Media Questions Ad Agency Clients are Asking
Ad agencies need to understand what top questions their clients and prospective clients are asking about social media and be prepared to provide answers. (more…)
A new book by David Morse, CEO of Los Angeles-based multicultural market research company New American Dimensions, has once again shed light on the biggest challenge facing marketers who wish to target Latino audiences.
Does the message get delivered in Spanish or English when the second-generation Latino is the target? (more…)
July 15th, 2009 - 10 Things You Should Know About U.S. Hispanics
1. Hispanics are connecting twice as fast as the general market (14% growth vs. 7%) adding over a million users per year. In 2008, 23 million Hispanics online, about 52% of the Hispanic population. In 2012, more than 29 million will be online, increasing Internet penetration to 58.6%. (more…)
July 15th, 2009 - Allstate launches new Latino effort
Allstate has launched a new marketing campaign targeting Hispanic consumers. Two Spanish-language television spots – “Cobbler” and “Toothpaste” – are already airing nationally. The initiative also includes radio, online, product integration and Allstate’s third year as sponsor of the Mexican national soccer team. Developed by Hispanic agency of record Lápiz, the latest campaign addresses the tough economic challenges facing consumers. (more…)
July 15th, 2009 - Dallas restaurateur now flips burguesas
Jeff Sinelli is going for a three-peat. He wants to tackle the Hispanic hamburger market and hopes to have the same success he achieved with Genghis Grill, the Mongolian Stir Fry, and Which Wich, which serves custom-made sandwiches. (more…)