How to Reach One of the U.S.’s Fastest Growing Communities

June 6, 2012

by Chris Metinko, Media Relations Specialist, Business Wire/San Francicso

With the nation’s Hispanic population now topping 50 million people — or 16.3 percent of the nation — according to the latest U.S. Census, the importance of catering to Spanish-speaking media cannot be underplayed.

Earlier this month, Business Wire’s Denver office held a media breakfast to discuss just that, as well as the major issues and trends with greater Denver Hispanic media members.  The most obvious obstacle in reaching Hispanic and Spanish-speaking communities — the panel agreed — was in regards to language and trying to adjust to a population that is becoming more bilingual.

Reaching the U.S. Hispanic Market, a BW Media Panel

“The way things are going, you are seeing the Hispanic population really growing in the states and we are seeing people at different language levels,” said María Rozman, news director at KDEN Telemundo Denver. “We are seeing more people who are born here who speak both languages.”

Luisa Collins, news director at Univision Colorado, said the goal is to try and figure out if that community still chooses one language over the other, despite understanding both.

“Maria was talking about the Spanish language being spoken at home even if it’s a bilingual home, and one of the things that we see in the commercials — Spanish media research has shown — is that many of the Hispanic commercials are more effective than American commercials or those spoken in English,” Collins said. “So you have to know your viewer.”

As for what is interesting to the Hispanic community, Roberto Martínez-Maestre, general director of the newspaper El Hispano, said to not think to narrowly when pitching.

“One of the most important things is to stop having this idea that as Hispanics or Spanish speakers we are only interested in certain things or our needs are very exclusive or unique,” Martínez-Maestre said. “I, for example, in the newspaper or on my radio show don’t even sell it as a Hispanic media outlet. When I tell people what my newspaper is or my radio show is, I tell them it’s a newspaper and a radio show that happens to be published in Spanish.  . . . What the content is, it’s very general . . . The only difference is that I do it in Spanish. Do I focus on Hispanic needs? Not really, and that’s what I think we need to start doing more and more.”

Martínez-Maestre, added another thing to remember when pitching Spanish-speaking media.

“We all speak English, but if you are reaching a Spanish outlet, translate the release. If I get something in English I’ll read it, but then I think I have to translate it myself. It’s not being lazy, it’s being efficient. The Business Wire LatinoWire is all in Spanish and that’s very helpful,” he said.

“And provide someone who speaks Spanish for an interview,” Collins added.

JoAnne Hirsch, Business Wire/Denver also contributed to this post.


Covering Your Bases on The Big Issues This Election Season

May 25, 2012

by Danny Selnick, VP, Public Policy Services

by Danny Selnick, Vice President of Public Policy Services, Business Wire DC

The upcoming presidential election and national political conventions are looking to be a contentious time.  No doubt this will be an interesting election cycle where also the entire House of Representatives is up for grabs, as is nearly one-third the Senate.

So will the president (incumbent or newly elected) have a Congressional majority that can push along and support legislation that’s near and dear to him? Or will the country have a divided Congress that will keep it in political gridlock? The stakes are huge with political and economic and even global ramifications. Not even the pundits can agree. But one thing’s for sure, professional communicators with some interest in the outcomes will need to get the word out. The question is, with what strategy?

No longer can public affairs communicators rely solely on getting their message out to traditional media. They must also reach out to grass-roots supporters, influentials and voters by using social media — and use it effectively in creating powerful networks and communities. Additionally, communicators must use powerful search engine optimization tools to make sure their news is seen.

Let’s not also forget that the United States Supreme Court will be handing down its decision on the constitutionality of the Patient Protection and Affordable Care Act. Should the Court let the Act remain as is, not much will change and the law that was enacted two years ago will continue to be implemented. There will be those organizations and state governments that will remain opposed, but they’ll have to abide by the ruling. However, should the Court rule against the Act, no one really knows what will happen. Dismantling what has already been in effect will not be easy, and the Republican Leadership (including Mr. Romney, as well as those even at the state level) will have to come through on their promise of a better plan.

In sum, public affairs/corporate communicators and government relations professionals should be working on their messaging and thinking about the tactics to reaching all their key audiences. One more very important point to mention is that the American public (and voters) is not homogeneous. Far from it. Communicators need to remember to include messaging to the Hispanic community (that has been growing in numbers, power and importance) as well as to African-American, Asian-American and other groups.

Selnick is Business Wire’s Vice President for Public Policy and LatinoWire Services and developed specialty targeted services that are designed to reach any organization’s key audiences — from the media to decision-makers … to getting your message in front of the public that goes online looking for news.  The Public Policy Wire also includes Issues-Focused Lists that reach beat reporters by personalized email — including Health Care and Presidential Campaign.



2010 LatinVision CEO Summit Conference Recap

October 26, 2010

by Nikelle Feimster, Media Relations Specialist, Business Wire/New York

LatinVision’s CEO Summit Conference 2010 was held on Monday, Oct 4th at the Time Warner Center in New York City.  CEOs and marketing executives from companies including HipCricket, Telemundo, Univision , People en Español, HBO, and Business Wire were present. They shared insight into how marketers and advertisers can engage and connect with consumers in the Hispanic market through various channels including social media, and mobile and online marketing.

 

Gregg Castano

Business Wire President Gregg Castano addresses the LatinVision CEO Summit

 

The first panel discussed how social media has evolved in the multicultural space, and how advertisers are taking advantage of social media platforms. It was revealed that Latinos visit more social networking sites, news sites, and maintain more blogs than the general market.

Today, there is an increase in the number of companies that are using social media as part of their overall strategy to reach and engage Latinos.  Monica Talan, VP Corporate Communications, Univision, said companies should try to engage in conversations.  Univision had a lot of success with the World Cup by providing blogs and social media fan pages to engage users and new audiences. According to Talan, every department of a company is part of their social media strategy. “It can be challenging but you have to put the resources in it and stay committed.”

Lucinda Martinez-Desir, VP-Acquisition & Multicultural Marketing, HBO, did their entire “No Es Lo Mismo” campaign on Facebook, Twitter, mobile and online. For this campaign, everything was integrated and married to traditional media.

Everyone seemed to agree on the importance of having a social media strategy, not just a Facebook strategy. Here are a few tips on how marketers can leverage the Latino phenomenon on social media to their advantage:

  • Start conversations that are really meaningful to consumers.
  • Engage with people who have influence on consumers, like the world of bloggers, not the marketing department.
  • Build brand equity.
  • Have a conversation with the client – be innovators together so you both understand that there will be risks involved.

When it comes to mobile and online marketing, Ivan Braiker, Co-Founder & CEO, Hipcricket, said it’s all about engagement.  Latinos are early adopters of technology, including mobile devices. In fact, Scott Hamilton, President  & CEO, VoodooVox, pointed out that the mobile phone is the ultimate social network that existed before FaceBook. With over 5 billion text messages being sent per day, mobile is an effective way to engage an audience and it creates a deeper connection with your brand.

Here are some best practices for mobile and online marketing:

  • Engage people with content early and make sure your site is current.
  • Help clients design content specifically for mobile.
  • Be able to use mobile and interact with the user to the point of sale.
  • Know your audience and text the right people.

Business Wire’s President, Gregg Castano, participated in the panel discussion, “Digital vs. Print Media and the Language of the Next Latin Generation.” Castano pointed out that Latinos are the fastest growing online population with 85% of U.S. born Latinos using the internet. “The key to the success of brands is how they crossover to digital,“ said Castano. “Marketers should place quality content on relevant channels to attract the most eyeballs.”

 

L-R: Lucia Ballas Traynor, Publisher, People en Español; Gregg Castano, President, Business Wire; Lauren Michaels, Co-President & Publisher, Latina Media Ventures; Rossana Rosado, Publisher & CEO, El Diario La Prensa; David Puente, Producer-Anderson Cooper 360, CNN

 

Business Wire can help brand marketers and brand leaders actively engage with Latino customers.  By utilizing our LatinoWire product line, companies can bolster their print and web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print, broadcast and online media outlets.

LatinVision is a New York-based organizer of conferences and networking events focused on marketing to U.S. Hispanics and Latin American executives. Business Wire is a sponsor of LatinVision Media’s Marketing to Latinos Conferences. To learn more about the LatinVision Media 2010 Conferences Series visit www.latinvision.com/marketing


Tap Into the Hispanic Sports Market With Ease

May 5, 2010

– by Nikelle Feimster and Pilar Portela, Media Relations Specialists, Business Wire

Nikelle Feimster

Pilar Portela

On April 7, 2010, strategic planners, PR agency thought leaders, and brand and product managers convened at the 2010 LatinVision Sports & Networking Conference in New York to learn about the evolving Hispanic demographic in the US, and how to reach the Hispanic audience using sports as a platform.

The panelists were comprised of marketing experts and top executives who shared insight and best practices on how businesses can leverage Latinos’ passion for soccer and other sports. The United States Tennis Association (USTA) and Soccer United Marketing each use grassroots campaigns across the country to garner support for their sports, FOX and ESPN use branded media events to target the Latino community, and the NBA and NFL have increased the content available in Spanish on their websites.

According to Mario Flores, managing director of Sportivo, the right marketing mix is key to success. You have to harness the power of editorial media coverage for added exposure.


Don’t pass up opportunities to engage the Latino market. The 2010 US Census is expected to find that Hispanics number more than 50 million in the US and command $1 trillion in buying power. Unfortunately, the reality is that even though Latinos make powerful consumers, half of the U.S. advertisers are not including them in their marketing efforts.

A recent MediaPost column by Jack Loechner highlights a new Hispanic marketing trends survey by the Orcí agency that shows Hispanics are tech savvy, young trend setters with incredible spending power and yet 82% of its survey’s respondents have no plans to begin or increase existing efforts aimed at US Hispanics in the next 12 months.

Here are some key reasons why you should consider including US Hispanics in your next marketing and advertising campaign.

  • 89% believe Latinos will somewhat impact American taste in foods in the next five years.
  • 87% believe Latinos will impact fashion and beauty.
  • 82% expect Hispanics to impact entertainment.
  • 78% believe Hispanics will impact technology/communications.

The Orcí survey also found that 78% of respondents do not use social media to engage Latinos despite the fact that Hispanics are the heaviest users of wireless access through mobile phones and laptops than any other ethnic group.

Today’s brand leaders can and should actively engage with Latino customers, and Business Wire can help. By utilizing our LatinoWire product line, in conjunction with SportsWire, companies can bolster their print and Web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print and broadcast media outlets. Our SportsWire distribution sends your news to sports reporters, columnists, syndicates and television programs as well as newspapers and other local media in your specified geographic circuit area.


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