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Latinos in Kansas to Have Hispanic Day on the Hill

Claudia Goffan, Hispanic Marketing professional and CEO at Target Latino, named expert keynote speaker by the Kansas Hispanic & Latino American Affairs Commission with the office of the Governor Sam Brownback.

Atlanta, GA – March 27, 2013 – The Kansas Hispanic & Latino American Affairs Commission, with the office of Governor Sam Brownback, is proclaiming Hispanic Day on the Hill at the Capitol in Topeka, Kansas that this year will take place on April 1st- a day wherein Hispanics from Kansas will come together to obtain updated information on key policy and encouraged to meet with their legislators at the Capitol.

The Kansas landscape has changed dramatically since the 2000 U.S. Census. The state’s Hispanic population grew by 59 percent over the past decade. There are over 301,000 Hispanics that reside in Kansas – the 17th largest Hispanic population share nationally- and more than 37% of them are eligible to vote (higher than North Carolina with only 24%).

Claudia Goffan - Target Latino CEO

Claudia Goffan – Target Latino CEO

Claudia Goffan, CEO at Target Latino, Hispanic Marketing expert and Latino community advocate, has been named keynote speaker where she will address the main factors to consider when reaching out to this key demographic.

Claudia has been the Hispanic Marketing expert on Soledad O’Brien’s VIP Panel for the launch of CNN’s major documentary, “Latino in America.” She has been featured in Adweek, Univision, Telemundo, Huffington Post, and is a public speaker in Social Media and Multicultural issues at Emory University, CNN, Columbia University, Georgia State University, and AARP Viva, among others.

“I am honored to have been selected as a keynote speaker for this event.” Goffan said “When I was invited by Adrienne Foster, the Executive Director of Kansas Hispanic & Latino American Affairs Commission, Mayor of Roeland Park and a truly impressive Latina, to speak in the same state that has seen the birth of such important Hispanic figures as Janet Murguía, President of the NCLR, and Juan Sepulveda, Democratic National Committee senior adviser for Hispanic Affairs, my heart skipped a beat.”

Goffan will also attend meetings at the Topeka Chamber of Commerce with businesses interested in reaching out and serving this increasingly influential community.

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For more information regarding Hispanic Day on the Hill or Claudia Goffan, please contact Target Latino at +1 866 600 7030. You can also follow us on @targetlatino for our latest updates.

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Hispanic Day on the Hill

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live in such a way that if someone spokje badly of you nobody would believe it. #quotes

live in such a way that if someone spokje badly of you nobody would believe it.

Next Quote? funny inspirational quotes on every post! | First Latino Pope Francis I: History in the making

Latinos in Kansas to Have Hispanic Day on the Hill

Claudia Goffan, Hispanic Marketing professional and CEO at Target Latino, named expert keynote speaker by the Kansas Hispanic & Latino American Affairs Commission with the office of the Governor Sam Brownback.

Atlanta, GA – March 27, 2013 – The Kansas Hispanic & Latino American Affairs Commission, with the office of Governor Sam Brownback, is proclaiming Hispanic Day on the Hill at the Capitol in Topeka, Kansas that this year will take place on April 1st- a day wherein Hispanics from Kansas will come together to obtain updated information on key policy and encouraged to meet with their legislators at the Capitol.

The Kansas landscape has changed dramatically since the 2000 U.S. Census. The state’s Hispanic population grew by 59 percent over the past decade. There are over 301,000 Hispanics that reside in Kansas – the 17th largest Hispanic population share nationally- and more than 37% of them are eligible to vote (higher than North Carolina with only 24%).

Claudia Goffan - Target Latino CEO

Claudia Goffan – Target Latino CEO

Claudia Goffan, CEO at Target Latino, Hispanic Marketing expert and Latino community advocate, has been named keynote speaker where she will address the main factors to consider when reaching out to this key demographic.

Claudia has been the Hispanic Marketing expert on Soledad O’Brien’s VIP Panel for the launch of CNN’s major documentary, “Latino in America.” She has been featured in Adweek, Univision, Telemundo, Huffington Post, and is a public speaker in Social Media and Multicultural issues at Emory University, CNN, Columbia University, Georgia State University, and AARP Viva, among others.

“I am honored to have been selected as a keynote speaker for this event.” Goffan said “When I was invited by Adrienne Foster, the Executive Director of Kansas Hispanic & Latino American Affairs Commission, Mayor of Roeland Park and a truly impressive Latina, to speak in the same state that has seen the birth of such important Hispanic figures as Janet Murguía, President of the NCLR, and Juan Sepulveda, Democratic National Committee senior adviser for Hispanic Affairs, my heart skipped a beat.”

Goffan will also attend meetings at the Topeka Chamber of Commerce with businesses interested in reaching out and serving this increasingly influential community.

###

For more information regarding Hispanic Day on the Hill or Claudia Goffan, please contact Target Latino at +1 866 600 7030. You can also follow us on @targetlatino for our latest updates.

###

Hispanic Day on the Hill

Uncovered Facts About Online Hispanic Women and their Media Usage
Benetton WOM Campaign - Obama & Chavez Poster
hispanic market forecast trends
body language meaning in Colombia
The meaning of gestures Puerto Rico
live in such a way that if someone spokje badly of you nobody would believe it. #quotes

live in such a way that if someone spokje badly of you nobody would believe it.

Next Quote? funny inspirational quotes on every post! | First Latino Pope Francis I: History in the making

WOM Campaigns (word-of-mouth marketing) as Drivers of Revenue

WOM Campaigns - social conversations

WOM Campaigns – social conversations

Ad spending budgets continue to be under scrutiny as BTL (below the line) marketing and advertising strategies like buzz marketing or word-of-mouth marketing – more specifically well planned and executed WOM campaigns – keep proving to be cost-effective and extremely successful drivers of revenue.

WOM is still a relatively small sector, but it is growing fast. Spending on word-of-mouth (WOM) marketing from 2007 to 2008 rose 14.2% to $1.54 billion, and is expected to hit $3 billion by 2013, according to a report based on extensive WOM research from PQ Media.

By category, consumer package-goods marketers spend the most on WOM campaigns. Other leading product categories are food and drink, finance, business-to-business services, electronics, telecommunications and retail.

Why the surge in WOM? The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process. And WOM campaigns bear huge buzz opportunities across media platforms, both online and offline. Research shows that by far most (over 90 percent) of the brand-related WOM conversations that take place occur in the offline space. Increasingly, the goal of what brands and ad agencies do is to generate word of mouth.

According to research, some 3.5 billion brand-related WOM conversations take place daily in the U.S. And because clients are interested in knowing what’s being said about their brands, they have started to listen to the online conversation more frequently. There is also a direct correlation between advertising expenditure and word of mouth. As a matter of fact, word of mouth can be seen as an early measure of ad effectiveness and, across the board, the area that is most highly associated with sales lift is word of mouth because intent to buy reveals itself in word of mouth.

word of mouth offline

word of mouth offline

These figures are an eye-opener for a lot of people and they highlight the importance for brands to understand the full range of opportunities they have to listen and engage in conversations with consumers. There are many different ways and places to stimulate WOM including, for example, the workplace, leisure areas or in-store (not just supermarkets but gyms, malls, and even parks) as well as through traditional and emerging media channels. Clearly online is a major opportunity but it is not the only one to consider.

it's the journey

it’s the journey

Best Latino Advertising Campaigns 2011

by Target Latino

The year is coming to an end and we decided to look for advertising campaigns in Spanish or created by Latino Ad Agencies that we consider to be the very best of 2011 and share them with you. Here is our list of the five Best Latino Advertising Campaigns 2011:

Best Latino Advertising Campaigns 2011

#5 – Campofrio Finisimas: A very original and humorous way of advertising ham.

Finísimas Campofrío humorously bets on the re-incarnation theory on its new advertising campaign. It features two frogs that explain the pros and cons of being human while they jump across a freeway packed with danger. Marcelino is the reincarnation of a government attorney and is highly concerned with his previous life health while his new friend becomes fascinated by the possibilities of being human that he commits suicide against a truck’s windshield. This campaigned broadcasted nationally and had digital, social media and movie theater and international versions.

Young frog: Flies!
Old frog: Flies… ush, bummer!
Young frog: What do you expect? We’re frogs…
Old frog: Frog, speak for yourself, this is my reincarnation, my name is Marcelino, and I used to be a government lawyer.
Young frog: What do you mean, “you were human”?
Old frog: You are born, and they give you a slap in the ass, you need to learn English so you don´t become a “loser”, you control your calories, triglycerides, intestinal transit and kapoom!
Young frog: what a chump!
Young Frog: (If I were a rich man song tone)
If I were a human, I would grow a mane and name myself Brad… To Vegas I would move and I would get a Chinese tattoo even if I don’t know what it means…
If I were a human, I would become the driver of the beach volleyball women’s team from Sweden, creative, hippie, anything not to have to work!
Young frog & Snake: I…would buy a chihuahua, a water bed and a mega ham platter… I would fall in love a looooooot!
(Spanish Guitar sound)
Old frog: Goodbye figure!
VO: You never know what you will be in the next life
Man: Hmmm… and I was living in a Pond!
VO: So take good advantage of this one, Campofrío Finissimas
Pigeon: If I were human…

Campofrio Finisimas: A very original and humorous way of advertising ham.

Campofrio Finisimas: A very original and humorous way of advertising ham.

NEXT>>  #4 H2oh! Drink by BBDO Argentina – Cannes Lions 2011 Gold winner

integrity quote

integrity quote

Hispanic Market Trends Forecast

by Claudia “Havi” Goffan
Target Latino CEO

Claudia “Havi” Goffan had the honor of being appointed to the Innovaro Global Lifestyles Panel as their Hispanic Market Futurist. Following is a transcript of her presentation on The Future of the Hispanic Market.

Summary:Brief overview of the current Hispanic market situation, analysis of its past, and predictions for its future. A closer view of Latinos and Technology.

We’re living in a time when our world is being redefined. Even as you hear this, America continues to change. When you go to bed tonight, it will have changed even more. And, within the past 20 years, the Hispanic market projections have become a reality, our reality.

Find out what the Hispanic Market Trends Forecast are. Discover what four aspects count heavily towards adoption of Technology by Latinos. To continue reading click on the Hispanic Market Trends Forecast link.

Steve Jobs #innovation

Steve Jobs #innovator

Hispanic Market Dog Food Launch: Beneful Healthy Fiesta

by Claudia Havi Goffan

Hispanic Market Dog Food Launch Evaluation: Beneful Healthy Fiesta

While some companies are still hesitant about tackling the Latino market; Purina goes for it, hook, line and sinker.

Last July, Purina launched a new Beneful dog food flavor to appeal to Latino dog owners called Healthy Fiesta.  Maybe these pooches have inherently acquired the Latino culture and that makes them crave tomatoes and avocados? I guess my dog, if I had one, would love to have good and juicy steaks. Oh, wait. That actually applies. Will Hispanics really choose chow for their pups based on a Latino sounding brand?

My concern with my pet’s food, Sundance (the oldest cat I know), is how healthy it is for her and not that it tastes like salsa. Well, I’d love her to be able to taste whatever she pleases but her health comes first. And to this day, pet food companies have a long way to go to earn my trust.

I still say, kudos to Purina for being so daring. But maybe next time, the research should be focused on what Hispanic dog owners’ concerns are. I may be mistaken, so I would love to hear the opinion of all of you Latino pet-parents. Would you give your puppy Beneful Healthy Fiesta? Why?

The commercial is pretty much like all of the Beneful ads and here it is for you to enjoy.

Hispanic Market Dog Food Launch: Beneful Healthy Fiesta 🙂

too funny

too funny

Multicultural Marketing for Oreo Canada

Multicultural marketing is not something that only happens in the U.S. Kraft Canada dunked its Oreo cookies in the Canadian multicultural scene with this new 30-second TV commercial. The famous Oreo cookie – which somehow seems to capture my attention and get back into my blog once again – bridges multicultural experiences in a simple and emotive way.

Multicultural marketing for Oreo Canada commercial

“Moving Day” opens with a little boy arriving at a new neighbor’s house with two glasses of milk and a bag full of Oreo cookies. He finds a boy his age who only speaks Mandarin but the two are able to communicate through the way they eat their Oreo cookies. The commercial ends with the tag line: “Only Oreo.”

Oreo needed to uniquely connect with Canadians while maintaining the integrity of their global campaign. But with no product news, making this great change would be no easy feat.

 

The overall concept was developed by the brand’s creative agency Draft FCB Canada, but Kraft also worked with multicultural marketing agency Kang & Lee Advertising. Kraft stated that Kang & Lee helped them understand how to make sure they could reflect the reality of what a new Canadian family moving in would be bringing with them and how they would be dressed.

“What we were trying to do with this spot was make Oreo relevant for Canada and make sure we reflect our cultural fabric and diversity, which is what Canada is today and how it’s growing,” said Emmanuelle Voirin, senior brand manager, Oreo.

Oreo’s communication efforts must align to a global campaign, which focuses on leveraging the emotional connection of people through the ritual of the “Twist, Lick and Dunk” of the cookie.


By: Claudia “Havi” Goffan

best quotes of the week

best quotes of the week

What is Social Media?

One of the key factors in Social Media Marketing is the measurement of its success or impact. In order to measure, you have to monitor engagement and sentiment.

Make sure your online media monitoring solutions are able to bring relevant results and analyze sentiment with a machine learning algorithm platform or you will find yourself immersed in a sea of non-relevant results.

Remember that in Social Media, people comment on your brand in the language of their choice and that over 53% of the U.S. population growth between January 2010 and December 2015 will be driven by Hispanics.

Therefore, try to include these comments not with a mere translating tool but a platform that comprehends idioms and cultural expression of the countries of origin and even Spanglish!

Video Source: Marta Kagan.

Why SMX Echo is the Leading Multicultural Social Media Monitoring Tool

I had the great pleasure of meeting Claudia Havi Goffan about a year ago. I quickly realized that Havi was an incredibly talented and driven person. She has been in the marketing space for more than 25 years — specializing in strategic planning. Havi has been recognized as an expert in Latino Marketing by CNN and more importantly she has been named one of the top 48 Public Relations Professionals by American Express.

Form relationships with other local businesses that cater to your customers. Ask them to offer a discount to their customers if they mention coming from their store when they purchase from you. Feel free to reciprocate. — Havi Goffan

When Havi is not busy with the Board for Latin Success or with the Argentine American Chamber of Commerce — she is busy running her company — Target Latino. As CEO, Havi has feverishly promoted the importance of the U.S. Hispanic market to American companies. She has worked with many top brands ranging from AT&T to XEROX. One of the most exciting partnerships that Havi and her team are working on is with SocialMetrix — developers of SMX Echo.

Read more of Ramon Nuez‘s article at the Huffington Post

Claudia Havi Goffan is the CEO of Target Latino and she specializes in generating Word-of-Mouth via Grassroots strategies online and off-line always with outstanding results.

Understanding Hispanic Market Segmentation – Part I

Let’s talk segmentation – Part I

by Claudia Goffan  CEO of Target Latino
Graphics by Jim Perez

Hispanic Market Segmentation:

The reasons behind the use of acculturation levels in Hispanic Marketing. Hispanic Market segments and projected size by Claudia Goffan, CEO of Target Latino.

Why levels of acculturation?

  • In the 1900’s European immigrants would force their children to forget about the customs of the “old world” and “just be” Americans – this was a process of assimilation
  • To acculturate means to incorporate or acquire a new culture without foregoing another one
  • Hispanics do not “assimilate”, they “acculturate”. They do not let go of customs and/or language

Facts about Hispanic Market Segmentation

Hispanic Market Segmentation

Hispanic Market Segmentation

The three segments by Acculturation Levels

  • Non-Acculturated: Persons that only navigate within the Latino culture. Most of them have recently immigrated to the U.S. and prefer to speak Spanish
  • Acculturated: Persons born in the U.S. of Hispanic descent. They prefer to speak English and can navigate into the Latino culture
  • Semi-Acculturated: People that can navigate in both cultures.

What factors get them from one segment to the next?

  • Fully-Acculturated: Hispanics are proud of their culture and parents will tend to teach their U.S.-born children the customs of their ancestors
  • Non-Acculturated: Hispanics born outside of the U.S. can only navigate from non-acculturation to semi-acculturation. The speed at which this will take place depends on these three major factors:
    –Time
    –Education
    –Socio economic status in country of origin

How fast will the market acculturate?

The speed at which this will take place depends on these three major factors:

  • Time: the longer they live in the US, the longer they are exposed to a new culture and are able to incorporate it into their everyday lives
  • Education: the higher their education level, the easier the understanding of another culture will be
  • Socio economic status in country of origin: the higher the socio economic status they enjoyed in their country of origin, the higher the likelihood that they have been exposed to other cultures, thus enabling a faster and smoother transition

Here are some examples of acculturation levels and speed:

  • My brother was born in Buenos Aires, Argentina -30 years old at the time-, highly educated -a lawyer-, seasoned international traveler and with 6 years of English studies from the London Cultural Institute under his belt. He was visiting me in Los Angeles.
    On the second day of his visit, I arrived home to find him holding a box of sugar and laughing so hard he was in tears. He kept on saying, “soy un sudaca (I am so third world).” I didn’t understand what he was talking about at first, so I waited for him to calm down. When he did, he explained to me that he had ripped the top of the box open in order to reach the sugar at which time he realized that there was a pouring spout on its side.As you can see, it took him just a few minutes to “acculturate”, that is, to learn to navigate in the American culture (at least a little bit).
  • A friend of mine took a little longer to acculturate. She is also very well educated -a dentist- and a world traveler, but is older than my brother and understands very little English. Apparently she had bought a brand of laundry detergent at the supermarket to wash a sweatshirt I had given her. After washing it, she remarked that the sweatshirt was of low quality, because it had faded so badly. I was puzzled, but soon forgot about it.When she returned back to her country, she left the “detergent” with me. I immediately noticed that it wasn’t detergent at all, it was “bleach.” She had mistaken a product type for a brand. No wonder the blue sweatshirt had faded.In order to acculturate she had to be told about her mistake. You can bet she never did that again.
  • Latino banks spend more than a year teaching its underserved Hispanic customers how to use the ATM machines. The reason is that most of their customers have never used one. The bank is acculturating them into American society.

Differentiating Characteristics between segments – Hispanic Market Segmentation

Hispanic Market Segment Characteristics

Hispanic Market Size

  • Population: 42.7 million as of July 1, 2005 or 14 percent of the nation’s total population. (This estimate does not include the 3.9 million residents of Puerto Rico.)
  • 102.6 million – The projected Hispanic population as of July 1, 2050 or 24 percent of the nation’s total population on that date.
    -Source: Census data
  • We need to be aware that in this market there is about a 40% to 50% undercount

Hispanic Market Size by Acculturation Levels Segment

Hispanic Market Segments Size

Hispanic Market Segments Size

By Havi Goffan, CEO of Target Latino

http://www.targetlatino.com/

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here's the thing #SethGodin #Quote

here’s the thing #SethGodin #Quote