Older Hispanics a work force to be reckoned with

Growing pool of 55+ workers will need to be tapped: AARP

WASHINGTON (MarketWatch) — One day the recession will end, workers will be needed and the growing pool of older Hispanics may be a good option to fill job openings, according to a report released Monday by AARP.

The pool of older Hispanic workers is growing faster than the “traditional” labor pool of those between 25 and 54, the report said. And for healthy growth, employers will need to replace and add to the more than 6 million jobs that have been lost since the recession began in December 2007.

Job figures spark optimism. While job losses mounted in May, the numbers weren’t as high as expected and suggest the U.S. recession is close to an end, reports Brian Blackstone of DJ Newswires.

“Once the recession ends, employers may face a scarcity of working-age adults with the necessary skills and experience,” said Deborah Russell, AARP’s workforce issues director. “Hispanics are one of the fastest growing segments of the older population, and they can help in a big way in filling the void.”

In coming years, the traditional labor pool may grow relatively slowly and could be supplemented by older workers. Adults 25 to 54 years old will increase 2% between 2008 and 2020, while the total population grows 12%. Over that same time period, adults age 55 to 69 will increase 34%.

Older workers, who may be overlooked by employers, offer a “mature, experienced, and skilled source of labor,” according to the report.

“By ensuring that their work forces include experienced and knowledgeable older workers, employers could prevent the loss of key skills and institutional knowledge that could damage their organization’s current and future competitiveness,” according to AARP.

Further, using older workers can help employers keep labor costs down, rather than raising wages because of worker scarcity, according to the report.

“In the long term, a stagnant labor pool could slow economic growth and reduce tax revenues needed to finance government services,” according to AARP. “Older adults provide a potential solution to the looming labor shortage.”

And Hispanics are one of the fastest growing segments of the older population — the number of Hispanics 50 to 69 years old is expected to almost quadruple by 2050, according to AARP. Also, Hispanics at age 65 can expect to live three years longer than non-Hispanic whites and four years longer than non-Hispanic blacks, according to the report.

“As employers look at where there are going to be opportunities to recruit and retain workers, [older Hispanics are] a population that ought not to be overlooked,” Russell said.

She added that employers can use special outreach strategies to find these workers, who may be less available through venues such as job boards. To increase the employment prospects for older Hispanics, employers can:

•Develop recruiting materials in English and Spanish.

•Use media outlets and other channels serving Hispanics.

•Use retraining programs to transition older workers in physically demanding jobs into spots that require less physical exertion.

•Offer language and skills training to workers who are otherwise good matches for career opportunities.

•Train managers to encourage them to appreciate workplace diversity and the value of diverse viewpoints for employers.

The report is being released as part of AARP’s Diversity and Aging conference being held in Chicago this week. The report, commissioned by AARP and prepared by the Urban Institute, uses the terms Hispanic and Latino interchangeably.

 

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Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.
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Letting go means to come to the realization that some people are a part of your history, but not a part of your destiny #inspiration #quotes

Letting go means to come to the realization that some people are a part of your history, but not a part of your destiny #inspiration #quotes

Source: MarketWatch

Spanish-language TV network Univision says ¡hola! to e-commerce

Univision Communications Inc., operator of the major Spanish-language television network Univision, has announced plans to launch an e-commerce site selling items related to its shows in a deal with Delivery Agent Inc.

Delivery Agent also announced last week an expanded relationship with Twentieth Century Fox Licensing & Merchandising to create a new e-commerce site, www.foxshop.com, that will sell products seen on or related to TV shows on the Fox network and sister network FX. The products will be available immediately after shows air on TV or online. Previously, Delivery Agent had been providing e-commerce services tied to some Fox shows and movies.

With the Univision deal, Delivery Agent links up with the fifth most-watched TV network, according to Nielsen Media Research, after CBS, Fox, NBC and ABC. Delivery Agent already operates e-commerce sites for ABC, CBS and NBC, selling such items as DVDs and T-shirts, at ABCtvstore.com, CBSstore.com and NBCuniversal.com.

“We are thrilled to partner with Delivery Agent, a first-class provider of e-commerce solutions,” says Ted Zagat, vice president of franchise development and strategic partnerships at Univision. “We look forward to building Univision’s first ever branded e-commerce platform which will enable us to deliver Univision-inspired products to our loyal audiences.”

Delivery Agent will host and manage the Univision.com online store, which is expected to go live in the fall. The site, which will be in Spanish, will heavily promote merchandise tied to the 2010 soccer World Cup tournament, says Mike Fitzsimmons, CEO of Delivery Agent. It will also enable loyal followers of Univision’s telenovelas, or soap operas, to buy merchandise seen on those shows.

“If you see a necklace in the show you’ll be able to purchase it through the store,” Fitzsimmons says. “They’re the fastest-growing television network in the U.S. and we believe an underserved audience from an e-commerce perspective. There are not a lot of great e-commerce sites targeting the U.S. Hispanic audience, and tying in with the content and reach of Univision and their incredibly loyal customer base we think is a pretty significant opportunity.” Univision averaged 3.4 million viewers during prime time for the last week in May, Nielsen says.

The Fox and Univision announcements are the latest in a string of TV-related deals announced by Delivery Agent. Discovery Communications, which operates the Discovery Channel and other cable networks, announced in March it was outsourcing its e-commerce operations to Delivery Agent. Discovery Channel Store Inc. is No. 191 in the Internet Retailer Top 500 Guide.

Social Media investment in the U.S. is being led by Facebook
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Source: Internet Retailer

Hi5 Strikes Deal with Televisa Interactive

Spanish-language media company and social networking site team up for exclusive video agreement.

Hi5 has joined Televisa Interactive Media, the Spanish-speaking media company, and announced an exclusive online ad deal this week.Televisa said Wednesday that it would become Hi5’s exclusive online advertising inventory representative in Hispanic Latin America. The two companies said that they will launch a co-branded premium video channel for Hi5 users with a library of full-length and short videos from Televisa.

The channel is scheduled for launch this summer and microsites will follow.Together, the two companies said they reach more than 33 million unique users each month in Hispanic Latin America. Internet use in those countries grew by up to 16.6% last year, according to ComScore. That compares with North America’s growth of 5.7% for last year, according to ComScore’s figures.

“Hi5 is an ideal content and traffic extension that perfectly complements our best-in-class suite of promotional solutions for advertisers and brands in this region,” Juan Saldivar, general manager of Televisa Interactive Media, said in a statement released Wednesday.

Televisa said that most of the videos are available through Esmas.com and through its vertical video site Tvolucion.com. Those channels are available in the United States, but the new video channel will not be available to U.S. users.

“This business relationship solidifies our leadership position in Latin America and delivers compelling content to our huge Spanish-language audience,” Ramu Yalamanchi, founder and chief product officer at Hi5, said in a statement released Wednesday. “Televisa’s experienced sales team and deep industry relationships will help us maximize our revenue potential in the Latin American market.”

 

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Source: Information Week (By K.C. Jones )

Dr Pepper Ads, Tour Target Young Latinos

Dr Pepper Snapple Group this week is launching “Vida23,” a multifaceted effort to attract young Hispanic consumers to its Dr Pepper beverage.

“Just like the unique 23 flavors in Dr Pepper, Vida23 is designed to give consumers more out of every day,” said Monica Morales, Dr Pepper brand manager for the Hispanic market, in a statement. “Hispanic young adults are living the best of both worlds: they’re bicultural and bilingual. Unlike previous generations, today’s young Latinos literally have one foot in each culture and Vida23 celebrates their way of life.”

TV and radio spots will kick off the campaign, with Dr Pepper ads featuring a song created specifically for the effort, called “La La La Life/Vida23.” The song was written and performed by Cucu Diamantes and Andres Levin, founder of the band Yerba Buena. The song is available for download at www.vida23.com, the Web site for the campaign. Here, consumers can also re-mix their own of the song, and download ringtones as well.

Dr Pepper Vida23 - Dr Pepper ads

Dr Pepper Vida23 – Dr Pepper ads

Spanish language TV spots will air in Dallas, Los Angeles, San Antonio, Texas, and Sacramento, Calif., on Latino targeted Telemundo, Univision and MTV3. Radio airs in those markets, along with Chicago, Houston, Phoenix, Fresno, Calif., El Paso and Austin Texas. The radio stations were chosen for their reach to 18- to 34-year-old bicultural and bilingual Hispanic consumers.

Agency Lopez Negrete in Houston is handling.

A Southwest regional tour, starting this week and featuring a mobile dance club, also supports. Consumers will be able to play games, dance and upload photographs when the mobile “Club23” visits Dallas, Los Angeles, San Antonio, Phoenix, Fresno and Stockton, Calif. Other efforts tying into the campaign include two sweepstakes: “Tu Ride23,” for a chance to win a new vehicle; and “Familia23” for a chance to win a family fiesta.

“The young Hispanic consumer drives a large share of volume for Dr Pepper,” said Morales. “The Hispanic population is already large and expected to reach 60 million by 2020, growing three times faster than non-Hispanics. This program is aimed to connect with . . . Latino consumers, and invite them to revel in life to the 23rd power.”

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Heartache quote

Source: Adweek -Yana Polikarpov

 

Economy doesn’t stop Hispanic retailers

TUCSON, Ariz. – Two major retail chains looking to cash in on Spanish speakers are opening stores in Tucson – demonstrating the growing buying power of Hispanics, even during tough economic times.
El Super, a Los Angeles-based grocer, and La Curacao, an electronics and appliance retailer that styles its stores to resemble Mayan and Aztec pyramids, are setting up at the Southgate Shopping Center.
El Super, owned by privately held Bodega Latina Corp., had its grand opening Wednesday, said its president and CEO, Carlos Smith.
La Curacao, also L.A.-based, plans to open by August.

Both Hispanic retailers target consumers who are most comfortable doing business in Spanish. Same plaza no coincidence.  Hispanic consumers have large families and strong social networks, Garcia said. They spend more money at grocery stores, but they’re drawn more toward staples than prepackaged foods, he said.

They are also looking to stretch every dollar.
“They’re very vulnerable to the recession, but their social structure allows them to survive,” Garcia said.
And their numbers are growing.
Pima County’s share of residents who say they are Hispanic rose from 29.3 percent in 2000 to more than 33 percent now, the U.S. Census Bureau says. The rate of change could soon accelerate, as many Hispanics are younger than 5, the data show.
The Hispanic population has emerged as a powerful force among retailers because it’s young, said Maricela Solis de Kester, president of the Tucson Hispanic Chamber of Commerce.
Hispanics, like all other segments of the population, have cut back on discretionary spending, but young families still need groceries, she said.
“We have to spend the money, especially on the very basics and necessities, compared to non-Hispanic communities whose children are older and out of the house,” de Kester said. “It’s a different purchase power.”
Now is the right time for any business – whether or not it targets Spanish speakers – to expand if it has the financial backing to do so, said Greg Furrier, a principal with Picor Commercial Real Estate Services in Tucson.  Rents are low and property owners are willing to offer lucrative deals to entice tenants to commercial developments, he said.
Even businesses that target the growing demographic aren’t immune to the recession, however. La Curacao pushed back its opening to weather the rough economy, said Nancy McClure, a first vice president with CB Richard Ellis in Tucson. The company had originally announced a fall 2008 opening.
McClure, who brokered the Southgate deal for La Curacao, said the company began the process of moving to Tucson more than two years ago and selected Southgate – though it was quite run down at the time – because it’s in the heart of the Hispanic community.
El Super made the decision to move to Tucson before the recession, said Smith, and the economic turbulence wasn’t going to stop those plans. Bodega Latina has 15 locations in California and one in Phoenix. The company has plans to expand in Arizona, California and Nevada through the next year.
“El Super’s primary target market is the Hispanic consumer,” Smith said in an e-mail. “And similar to the Phoenix market, we believe the Tucson market presents an opportunity for us, given its demographic composition.”
All signage in the store is in Spanish and English. The company has already hired the 130 to 140 employees needed to staff the store, Smith said. For its storefront, El Super razed an existing building at Southgate, which had fallen into disrepair, and started from the ground up. The center has undergone a $41 million renovation to attract new tenants. Now, a bbb! Fashion store is at the center and _ in addition to La Curacao – Subway, Oasis Insurance and On Net Wireless have signed deals to move in, said Dave Hammack, a senior associate with Volk Co. The supermarket’s opening is welcome news for Spanish-speaking consumers looking for Mexican products. Although they are bilingual, Juan and Margarita Cisneros said they feel more comfortable being assisted in Spanish.
“This is what we needed. We shop for groceries almost every day and it’s better if it is in Spanish,” Juan Cisneros said. “We interact better with Spanish-speaking employees at the store. It is part of our roots.”
The couple, who shop at Food City regularly, said the opening of El Super is good because it will increase competition and, they hope, drive down prices.
“When they opened in Phoenix, it affected all the stores in that area,” said Edgar Cuevas, who works with both stores as a wholesale distributor in Tucson for Mojave Foods. “When people hear about a new place like El Super that is targeting people with fresh food and products, people just go.”
For many, the store’s name is a household word. “El Super” in Spanish is a general phrase for supermarket, and Bodega Latina capitalized on that when selecting the name.
“`My mom never said, ‘Let’s go to Bashas’, let’s go to Costco,’ or something like that,” Cuevas said. “She used to say, ‘Let’s go to El Super.”
Bashas’ Inc., which owns Food City, doesn’t comment on its competition, company spokeswoman Kristy Nied said.
But she did acknowledge that both stores share the same demographic. “Our core customer for Food City is Hispanic families,” she said.
With the downturn in the economy and more families looking for bargain prices, Food City has ratcheted up its marketing toward English speakers, too.
“It’s been a solid niche for us in terms of serving the needs of the community,” she said.
De Kester, of the Hispanic Chamber of Commerce, also downplayed the impact El Super will have on local grocers, including carniceria meat markets. If Hispanic families love a certain place, she said, they’ll keep going.
“As a population,” she said, “we tend to be very loyal.”

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Source: Associated Press (May 24th, 2009 @ 10:40am)
Image Credit : Peg Fitzpatrick

‘Fast & Furious’ taps into hispanic movie audiences

Even though I don’t agree on the fact that Hispanic movie audiences are captured by using a sentence in Spanish, I think that  the article clearly shows the fact that Hispanics loooove movies (in Latin America and in the U.S.) and if you identify a theme that they like (like action movies) and advertise to them, they will respond. Since the first Fast & Furious to the very last, Hispanic movie audiences have been engaged with it. Let’s review it from the beginning.

Universal keeps targeting Hispanic movie audiences

But each time there’s more Spanglish added. I love this preview in Spanglish, especially because it was made for the Hispanic audience and with an understanding that it is becoming more and more a bilingual audience. I still believe that the content of “Fast Five” and the fact that it was filmed in Rio is what really drives these Hispanic movie audiences. Otherwise, why wouldn’t all the previews receive over 6 million views on their YouTube channel?

‘Fast & Furious’ taps into hispanic movie audiences

¿Como se dice “socko”?
Fast and Furious 2009The surprisingly strong opening of Universal’s “Fast and Furious” — $71 million over the April 3-5 weekend — was Hollywood’s latest reminder of the power of Hispanic moviegoers.
Though the U.S. census says Hispanics comprise 15% of the population, the group made up a whopping 46% of the “Fast”aud, according to exit polling data conducted by the studio.
While distribs have tried to woo Hispanic movie audiences with Spanish-language fare, the results have been unimpressive. But they’ve found amazing success not by offering material geared to Hispanic auds, but by catering their marketing of “mainstream” films to them.
“Fast” was just the latest Hollywood film to tailor marketing to that audience. U ran advertisements during a Mexico-U.S. World Cup match last winter; featured Spanish-language TV trailers on Univision and Telemundo; and used Spanish-lingo social-networking Websites.
It also used extensive outdoor campaigns in Latino neighborhoods (in both languages), and even separate press junkets for Spanish-language media. Stars Vin Diesel and Michelle Rodriguez traveled to Miami and Mexico to do promotion.
Other studios have found similar success with a diverse group of pictures, including Disney’s “Beverly Hills Chihuahua,”20th Century Fox’s “Alvin and the Chipmunks,” Paramount’s “Transformers,” Lionsgate’s Jackie Chan-Jet Li fantasy actioner “The Forbidden Kingdom” and U’s “The Incredible Hulk.”
Universal has been especially savvy. In 1999, the studio quickly realized that some of the box office success of “The Mummy” was due to a strong Hispanic turnout. Two years later, the first in the franchise, “The Fast and the Furious,” was released. As much as 24% of the audience was Latino. That figure shot up to 38% for the followup “2 Fast 2 Furious.”
Other U titles with the greatest proportion of Hispanic admissions on opening weekend include “The Unborn” (42%),”The Scorpion King” (40%) and “Empire” (51%). Yet never did U overtly peg these films as Hispanic-themed.

“With an African-American movie, you can have a hit just with African-American audiences, but so far, the answer has been no with Hispanics. They have more interest in assimilating,” Universal prexy of marketing and distribution Adam Fogelson says.

Fogelson said Universal made its biggest Hispanic marketing spend to date for the pic. There are an estimated 45 million people with Hispanic backgrounds in the U.S. For more than a decade, the Motion Picture Assn. of America has pegged Hispanics as the fastest-growing segment of the moviegoing audience. The box office saw 310 million admissions from Hispanic moviegoers in 2007, a full third of the number of Caucasians, according to the MPAA.
According to the Pew Hispanic Center, the median age of Hispanics living in the U.S. is 27 years, compared to the median age of 36 years for the overall population. That should be music to the ears of studios, since younger people are always heavier filmgoers.
Furthermore, Hispanic parents tend to take younger kids to the movies with them, instead of leaving them with babysitters, distribution execs say. That’s why animated family films, actioners, and action-adventure films with a fantasy twist tend to do particularly well with this demo.
For years, many in Hollywood — as well as in the entertainment press — have assumed that Latino moviegoers want to see Spanish-language films or films with specific Hispanic storylines. But the track record hasn’t borne that out. Fox Searchlight’s “Under the Same Moon” was a specialty hit with $12.3 million, but its “Chasing Papi” in 2003 earned half that. Lionsgate’s “La mujer de mi hermano” ($2.8 million) and “Ladron que roba ladron” ($4 million) were only moderate performers.
U has also seen “Fast & Furious” doing well in Latin American territories, bagging the biggest opening of 2009 in Mexico and Central America and accounting for 50% of the weekend box office in Mexico and Brazil, according to the studio.
Overture Films’ Peter Adee, former marketing topper at Universal, says the reason “Fast and Furious” did so well among Hispanic audiences is the appeal of the storyline.

“Universal has found a way to tap into this community authentically,” says Adee. “Their advertising was so confident and showcased the movie, saying to people, ‘you are going to love this movie. Oh, and by the way, we have Vin Diesel and the other cast.”

The topliners include two women with Hispanic roots, Jordana Brewster and Michelle Rodriguez, teamed with Diesel and Paul Walker for the first time since the original film.
U also cast Latino musical stars Don Omar and Tego Calderon. The pic’s action starts off in the Dominican Republic — where Diesel’s character is in exile — before shifting to Mexico and then Los Angeles.
Paramount co-chair Rob Moore says Hispanic auds clearly felt like “Fast and Furious” was for them, without feeling like U was pegging the film specifically for the demo. “On a lot of these movies, there will be an element to the campaign that is bilingual,” Moore says.

“They are a great and reliable moviegoing audience, and they have a lot of power that needs to be taken seriously,” Fogelson says. “Yet I think the industry is still struggling in how to reach them. But there’s no reason to be struggling.”

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Source: Pamela McClintock – Variety Magazine

 

Wal-Mart’s ‘Wetback’ Problem

The Wal-Mart corporation has been carefully nurturing its image as a strong supporter of the Latino community in America, opening stores designed for Latino shoppers, and hosting economic summits for Latino businesses. So it was especially embarrassing for the corporation to find itself in the national headlines late last week as the target of a lawsuit filed on behalf of its own Latino workers.

On May 7, 2009, the U.S. Equal Employment Opportunity Commission (EEOC), representing Hispanic employees at a Sam’s Club in Fresno, California, filed a lawsuit against Wal-Mart, charging that the workers had been subjected to a hostile work environment. The suit was filed in U.S. District Court, alleging that Sam’s Club managers allowed their Latino workers to be verbally harassed repeatedly, including the use of derogatory words against workers of Mexican origin, like ‘wetback.’

The EEOC does not file a suit unless it has given up trying to work out a voluntary agreement with a company. The lawsuit was brought under Title VII of the Civil Rights Act of 1964, which makes discrimination against workers based on their national origin illegal. In this case, the EEOC is seeking compensatory and punitive damages from Wal-Mart, and they want the company to put in place a written complaint procedure to process complaints of worker discrimination.

WalMart, which already has a large collection of worker discrimination lawsuits filed by the EEOC, tried to put its best face on the new charges. “We work hard to make sure (workers) feel respected and valued in the workplace,” a company spokesman said.

The most recent Fresno litigation comes at a particularly awkward time for WalMart, which recently opened up a small Supermercado de Wal-Mart in the Houston, Texas area touted as the company’s first superstore targeted to Latino shoppers. The store serves tacos, and displays signs in Spanish and English. This summer the retailer plans to open up a “Mas Club,” their Latino version of Sam’s Club. A second Supermercado is slated to open in Phoenix.

“I think it’s about being more relevant to the community you serve,” WalMart vice president of business development told the Houston Chronicle. “Especially in Houston, the demand for Hispanic products has been growing for us. I think this is a natural evolution of what we’ve been doing for years.” The Chronicle noted that lower-income shoppers, including Hispanics, are the nation’s fastest-growing income group and will generate $84 billion in incremental spending during the next decade. Wal-Mart said it has learned how to serve Hispanic shoppers from operating more than 2,346 stores in Latin America—roughly half of them in Mexico—where Wal-Mart is now the largest grocery in that country. But apparently some officials in the Sam’s Club Division have not learned yet how to treat their Latino workers with dignity.

Wal-Mart is putting a lot of public relations time into the Latino market. The giant retailer, with the support of Latino Magazine and Impacto, recently assembled nearly 200 prominent Latino businesses and leaders from the Administration of President Barack Obama, like Gene Sperling, Counselor to Treasury Secretary Timothy Geithner, to discuss “issues of greatest importance” to the Latino business community. Wal-Mart says it sponsored this first ever “Latino Economic Summit” on March 31, 2009 to extend its commitment to support the growth of Hispanic-owned businesses and Wal-Mart’s Hispanic suppliers throughout the United States. The Latino Summit was designed to “reveal opportunities for Latino businesses to thrive in the midst of the ongoing economic turmoil.”

But five weeks later, it is WalMart’s Latino policy that is in turmoil. The federal lawsuit, EEOC v. WalMart Stores Inc., dba Sam’s Club, et al, claims that Hispanic employees at the Sam’s Club were repeatedly called ‘wetbacks.’ EEOC’s Fresno director told the media, “It is appalling that an employer, after becoming aware of the harassment, allowed this type of behavior to continue without taking appropriate and corrective action. The EEOC will continue to expand its presence in the Central Valley to ensure that its employers understand the magnitude of their duty to protect employees from discrimination.”

Apparently WalMart is happy to take Latino dollars in its cash registers, but hasn’t learned how to properly treat the Latino workers who operate those cash registers. This case will no doubt end in a settlement, much like the recent Valley Stream, New York trampling death case, in which WalMart paid its way out of further prosecution. The EEOC exposure will pressure WalMart to get this story out of the headlines as soon as possible, and to compensate its workers for the “low everyday” treatment they confronted on the job.

Latinos throughout the Americas have a right to expect ‘mas’ from the WalMart corporation—or to find some other place to shop.

Source: The Huffington Post

Author: Al Norman is the founder of Sprawl-Busters, and has been helping communities fight big box stores for nearly 16 years.

http://www.huffingtonpost.com/al-norman/wal-marts-wetback-problem_b_202829.html

Inspirational picture quotes

Inspirational picture quotes

Image credit: Kushandwizdom

New, Personalized Spanish Story Book for Children

I happened upon this product and thought it was incredible. You have to try it for yourself at www.frecklebox.com and then select spanish (soft or hard cover) but keep on reading….

Santa Clara, CA (PRWEB) December 11, 2008 — Frecklebox, provider of personalized gifts for kids, announced today that it has officially launched its first Spanish product, a story book that includes an individual child’s name in a collection of nature settings. In the near future, Frecklebox plans to continue to expand its line of personalized Spanish story book and gifts.

Frecklebox lets customers experience the magic of image personalization. Everyone has seen books with a child’s name in text, but nothing beats the expression on a child’s face when they see their name spelled in actual images of clouds, flowers, stars, pigeons and more. Through its web site, frecklebox.com, the company makes it quick and easy to customize gifts that prominently feature the child’s name.

“We created Frecklebox as a way for people to give gifts that are as wonderfully unique as the child they are buying the gift for,” said Scott Feldman, president of Frecklebox. “The fact that we have been able to expand our product line into Spanish, is helping us meet a need for many of our customers looking for the perfect present in their native language.”

Frecklebox personalized spanish story book products include:

  • Story books – The Nature Name Book (available in English and Spanish), The Zoo Book, Hip Hop Howie, Happy Birthday and The Unicorn
  • Coloring books – Five different options make these popular as fun and affordable party favors
  • Posters, placemats and puzzles – Reasonably priced gifts for any occasion
  • Growth charts – A practical product that adds fashionable décor to any style room

About Frecklebox:
Frecklebox, headquartered in Santa Clara, California, was created with the mission to educate and entertain kids through a wide selection of personalized books, posters, journals and other products. Frecklebox is an online-only source for truly unique, personalized gifts for children at affordable prices.

For more information about Frecklebox and their products, please visit frecklebox.com.

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If I don't sleep, nobody sleeps.

If I don’t sleep, nobody sleeps.

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Latinas Focus on Education, Careers

Latinas Focus on Education, Careers

April 22, 2009
-By Steve McClellan, Adweek

Latina

Latina

A new study from Telemundo and Meredith Hispanic Ventures on Hispanic women reports that Latinas have “redefined their priorities,” with higher education and careers now trumping getting married as top goals.

The study, titled “What Latinas Want,” combined quantitative and qualitative research. The quantitative research was conducted in conjunction with OTX Research, with a national sample of 1,004 Latinas, ages 18-64. A sub-sample of 500 non-Latinas, ages 18-64, was also collected for comparison purposes. The study was accomplished through a combination of online and intercept-to-Web self-administered surveys. The study was conducted between Sept. 23 and Nov. 12, 2008.

The qualitative research consisted of 13 in-home video ethnographies with Latinas ages 25-35 in both emerging and established markets. The interviews were conducted during summer 2008.

Eighty percent of those surveyed said that higher education was a top personal goal and 72 percent said career development was a priority. That compares to 50 percent who indicated that getting married mattered more.

While Latinas and non-Latinas both find personal development and family rewarding, Latinas place greater importance on their relationships with their parents (65 percent Latinas vs. 55 percent non-Latinas) and taking care of their aging relatives (42 percent Latinas vs. 27 percent non-Latinas).

Just over 80 percent of respondents said that they are either primary decision makers of the family’s finances or they make decisions in concert with their spouse. Their top three financial concerns, per the study: rising taxes; the future development of social security; and saving for retirement.

Like their non-Latina counterparts, the study showed Latinas to be significantly health conscious, nearly three-quarters saying they regularly seek information on health and wellness while 44 percent said they take vitamins.

“Latinas are the future of the Hispanic population,” said Jacqueline Hernández, COO, Telemundo. “Our research shows that they are the key decision makers of their households and self-described ‘superwomen.’ Latinas believe they can do it all. For a network which aims to inform and empower audiences, it is vital that we understand the top priorities and concerns of Latinas and how these lifestyle choices influence their consumption habits.”

“Our constant quest to understand the evolution of Hispanic women allows us to trend spot, and we continue to be inspired by what we learn,” added Ruth Gaviria, vice president of Meredith Hispanic Ventures.

Source: Adweek.com

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--Graham Greene quote

–Graham Greene quote

Hispanic Shopper Marketing Do’s and Don’ts

What’s the best way to reach the Hispanic consumer? Consider throwing out that TV budget and focusing on in-store media instead. And don’t go out of your way to make your brand look “Hispanic.” Such are the insights of Carlos Boughton, brand director of Tecate and Tecate Light, Heineken USA and Manuel Wernicky, president, chief ideas officer and managing partner at Adrenalina. The two collaborated on a shopping list below for marketers aiming to tap the country’s largest and fastest-growing minority group.

Hispanic Marketing Do's

Hispanic Marketing Do’s

HISPANIC SHOPPER MARKETING DO’S

1. Consider the context. Hispanics have been particularly hard-hit by today’s economic crisis so a message designed for the ‘good times’ will feel insincere.

2. Focus on the idea. Let your inspiration lead the media. Design around one great concept that extends equally and powerfully to several mediums instead of trying to match each medium with a laundry list of incomplete thoughts.

3. Shift ad spend from TV to in-store merchandising. The store shelf, where 70 percent of purchasing decisions are made, is the last frontier for swaying purchase behavior. An LCD screen on a shopping cart may be a more direct way to woo Hispanics than the ads on the big screens in their living rooms.

4. Engage the consumer to ‘feel’ the brand. Latinos gravitate to brands they sense feel right. For instance, Tecate leverages boxing as an effective way
to reach Hispanics and as a powerful metaphor for boldness, masculinity and character. Consumers, in turn, make the connection: bold brand = bold product = bold consumer.

Hispanic Marketing Don't

Hispanic Marketing Don’t

HISPANIC SHOPPER MARKETING DON’T

1. Rely on a Power Point to know your customer. Data provides invaluable context, trends, and insights. But to get inside the head of “Juan Q. Consumer” spend time outside the office, meeting and talking with brand users. Data is not an effective way to read emotions. Tecate’s platform of
‘character’ came from consumer interaction not from data.

2. Underestimate consumers. With the growth of user-generated content, consumers are more involved than ever in shaping a brand — almost like co-brand managers. In this sense, the right consumer-designed message can boost a brand just as the wrong one can wreak havoc. One consumer designed image that was a take on the Tecate campaign became a minor hit on Facebook.

3. Get mired in cultural relevancy. Streaming papel picado in the store isn’t a shopper marketing strategy. Don’t try making your brand look ‘Hispanic,’ instead focus on delivering a relevant message. At Tecate, we’ve abandoned all obvious references to origin because it doesn’t serve the message we’re trying to convey.

4. Be a brand for all people. Tecate isn’t an Hispanic brand marketing to multicultural groups, our target is Mexican men and we speak from their perspective. Even people who don’t understand the campaign value its genuineness. Often, a pan-Hispanic message will lack bite and authenticity. More people may ‘get it,’ but fewer will care.

Source: Brandweek http://www.brandweek.com/bw/content_display/news-and-features/hispanic-marketing/e3id5be315f15f95c42891daac23b957f09

Note: These are great guidelines for what to do and what not to do with Hispanic consumers. Target Latino has brought great results to its clients, such as revenue increases of over 21% per month by applying these and some additional strategies. Read about it at https://www.targetlatino.com/

Adoptable trends campaign by Dieste
Hispanic Acculturation Process
72 percent of Hispanics use their mobile devices for overall movie planning | Hispanic mobile Consumers Study
Social with Hispanics
Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

Quote of the Day

what would you do if you knew you could not fail?

what would you do if you knew you could not fail?