A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- South Hill Designs
South Hill Designs, a national “party-plan” direct sales companies, announced plans to embrace the Hispanic market with a comprehensive Spanish-language marketing operation. South Hill Designs employs the create-your-own-jewelry concept by providing a wide-range of chains, lockets, charms, and other add-ons.The company will provide Spanish-language websites, sales literature and training for its distributors (known as Artists). COO Joe Ochoa explained: “I’m proud of my Hispanic heritage and I’ve always wanted to introduce something special to the Spanish-speaking community. Now we have a vehicle that can help stimulate the economy and really change lives. This is an important day in the life of our young company.” A newly appointed regional sales director, Sandra Fuentes-Clark, will head the initiative. Sandra is a first-generation immigrant with Spanish and Aztec ancestry. She grew up on a ranch in El Salvador and moved to the United States in 1981 during the country’s civil war. As a marketing professional, she combines the academic credentials of an MBA, with years of service to some of America’s top direct sales companies.
- Mayimbe Media-“Breakneck”
Umberto “El Mayimbe” González, 39, has launched Mayimbe Media to serve Latino moviegoers by producing, acquiring, and distributing original Latino-themed content, the Huffington Post reports. The Dominican-American founder and chairman of the startup plans to kick-off the film project by producing “Breakneck,” a “Bourne in the barrio” action thriller set in New York City. Hispanic over-index in movie going audiences. The recent release of “Fast and Furious 6” is one example of the success movies find with the Hispanic population. Hispanics might represent 16% of the U.S. population, but they accounted for a whopping 32% of the audiences that rushed to see “Fast and Furious 6” during the first week after it opened on May 24. By June 1, the Universal franchise had collected an estimated $146.3 million nationwide.
- General Motors-Chevrolet Silverado
General Motors’ Chevrolet unit launched the “Strong” marketing campaign for the new Silverado pickup truck. The campaign, launched on July 4 in Texas. It kicked off with a 60-second anthem spot featuring an eponymous and original song by Grammy-nominated recording artist Will Hope. The campaign moves nationwide on the coattails of the MBL All-Star Game on July 16 and the 2013 Chevrolet Home Run Derby. Tim Mahoney, global CMO for Chevrolet, told Marketing Daily that Texas is job one for the campaign because Chevrolet has Silverado inventory in showrooms there already, not to mention the fact that Texas is state number one for pickups. Nationally, Silverado marketing will also include customer activities at NASCAR races, music venues and sporting events, plus a partnership with the National Volunteer Fire Council. The effort resides under Chevrolet’s “Find New Roads” global mantra: “Strong for All the Roads Ahead.” There will be cuts for other platforms such as in-cinema and an edit for directed to Hispanic consumers. As the campaign unfolds, feature-specific spots will focus on one owner. The effort also includes a 3:30 music video featuring Hope performing the song “Strong,” which he penned for the campaign. It will run on YouTube initially, but will also be available on iTunes and will run concurrently with the campaign. The campaign was created by dedicated Global AOR Commonwealth, media buying and planning was led by Carat.
A new Walmart Neighborhood Market will be opening in Omaha Nebraska on July 17. Visitors will be greeted by signs printed in English and Spanish, and more than two-dozen bilingual employees, identifiable by their “Hablo Espanol” badges. Throughout the 41,000-square-foot store, the retailer’s familiar slogan “Every Day Low Price” will be paired with its Spanish equivalent, “Precio baja todes los dias.”The Arkansas-based retailer hopes its bilingual signs and large selection of Hispanic food and health and beauty products will draw Hispanic customers from the surrounding community. In 2011 and 2012, the retailer spent $60 million each year on marketing campaigns geared toward the Hispanic community. Its effort to reach the nation’s Hispanic consumers earned Walmart the 2012 “Marketer of the Year” title by the Association of Hispanic Advertising Agencies.
- SMG-NuvoTV upfront deal
Jennifer Lopez’s NuvoTV has done a charter upfront advertising deal with the multicultural arm of Starcom MediaVest Group. The media buy covers many SMG clients and includes both traditional commercial buys as well as customized marketing packages. Lopez signed on as chief creative officer for the channel, which focuses on English-language programming for Latino audiences. “SMG’s Latino Identity study demonstrated how culturally dexterous this community is. We believe NuvoTV is an example of this dexterity and we look forward to working together with them,” said Lia Silkworth, executive VP and managing director, Tapestry, part of SMG Multicultural
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