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Crown Imports has hired McDonald Marketing to create and conduct an extensive internal training program on how to better engage and serve Hispanic customers. The training will be held in September and will be considered a pilot program for more than 100 employees who work in key, high-density Hispanic zones.
Crown Imports is the company that imports many popular brands of beer, including Corona Extra, Corona Light, St. Pauli Girl, Pacifico, Tsingtao, Model Especial and Negra Modelo. If you enjoy drinking these brands of beer, you can thank Crown Imports for bring them to the U.S. for you!
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White Paper
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Company Brochure
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Awards & Accolades
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Speaking Videos
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Miami Beach, FL
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S.P. Richards Company
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June 24
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Washington, DC
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Prof. Insurance Marketing Assoc.
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July 16
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Louisville, KY
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Fort Worth, TX
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Denver, CO
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Kansas City, MO
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Corpus Christi, TX
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State Farm Insurance
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Aug 10
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Did You Know?
The word Hispanic is derived from Hispania, the name given by the Romans to the entire Iberian Peninsula (Spain, Portugal, Andorra and Gibraltar).
The usage of Hispanic as an ethnic indicator in the United States is believed to have come into mainstream prominence following its inclusion in a question in the 1980 U.S. Census, which asked people to voluntarily identify if they were of "Spanish/Hispanic origin or descent.”
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Multiracial U.S. becomes more diverse
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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.
"The aging of baby boomers beyond young middle age will have profound impacts on our labor force, housing market, schools and generational divisions on issues such as Social Security and Medicare," said William H. Frey, a demographer at the Brookings Institution. "The engine of growth for the younger population in most states will be new minorities." More
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New messaging needed to reach 'New Majority'
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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," Jeff Bewkes, Time Warner's chairman-CEO, recently said in an internal memo calling for a company-wide revamp of multicultural initiatives under the heading, "The Multicultural Key to Our Growth."
But beyond the sheer numbers -- there are 103 million Hispanics, Asians and African-Americans that currently make up one-third of the U.S. population, and are projected by 2042 to become the majority of the nation's population -- this new majority will be a young, diverse group that consumes media very differently. More
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Hispanic study reveals marketing-critical complexities
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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." This was followed by extensive bilingual quantitative surveys and an "exhaustive" qualitative study fielded with Latinos 18 and older representing the full spectrum of the community within seven key markets (Miami, New York, San Antonio, Houston, Los Angeles and Raleigh, N.C.).
The research delved into Hispanics' consumer habits and brand experience preferences, as well as cultural/identity nuances. More
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"While we are alive, we cannot escape from
masks or names. We are inseparable from
our fictions - our features."
- Octavio Paz
When I first visited Mexico nearly two decades ago, I was surprised to see the incredible array of handcrafted masks displayed in shop windows and outdoor markets. I had never thought of Mexico as having a mask tradition, but I was so wrong!
In fact, masks depicting subjects from pre-Columbian through colonial eras have a deep history in Mexico and other Latin American countries. Carved and painted wood are the most commonly used, but masks are also made from leather, clay, gourds and other materials. The brightly painted wooden masks are often enhanced with animal elements like whiskers or antlers.
A unique variation of the mask tradition is that created by the indigenous Huichol people of Central Mexico. The Huichol create masks (and other sculptures) using thousands of tiny colored beads adhered to a paper-maché base with a beeswax adhesive.
There is no doubt that, today, the crafting of masks is encouraged by collectors and tourists. Yet the tradition is still alive today in many, especially indigenous, areas of Mexico, where masks remain an important feature at many festivals and ceremonial or religious dances.
- John Barry
Learn more about Mexican masks here.
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