How to Reach the $713B Latino Market: Hispanic Media Panel Provides Targeting Tips, Trends

January 12, 2010

Business Wire San Antonio hosted “How to Reach the $713B Latino Market: Hispanic Media Panel Provides Targeting Tips, Trends,” a media breakfast where San Antonio area attendees learned valuable tips on reaching the Latino market.

The panel included:
Samuel Belilty, News Director, KWEX Univision 41
Frank Elizondo, Regional Manager, El Mundo
Javier Barroso, Deputy Editor, Conexión

 Among the key insights provided by the panel:

Mr Belity says:

  • San Antonio’s Hispanic density ranks above top Hispanic markets  (Miami, LA, Houston, Phoenix)
  • San Antonio’s Hispanic population is growing  four times faster than non-Hispanics
  • A phenomenon marketing experts call retro-acculturation is taking root, noting that Latinos who have lived in this country their entire lives develop a need to reconnect with their roots – and language
  • Because 9 out of 10 Hispanics in San Antonio speak Spanish, they can choose what media they want to read, listen to or watch and 84% of them usually choose Spanish media

 Mr Elizondo says:

  • The Hispanic reader loves color in their newspaper
  • El Mundo is currently published entirely in Spanish in full color
  • Current efforts are being made to reach the non-Spanish speaking Hispanic as well (online version has some English portions)

Mr Barroso says:

  • Conexión’s focus is local stories, local profiles, human interest and ½ the pages include entertainment-oriented stories with a focus on “our people”
  • Know the publication’s audience when you pitch and provide your press releases in English
  • Don’t pitch live events, unless it’s way ahead of time. If you’re going to pitch an event you want covered, pitch it to the San Antonio Express-News because it’s a daily publication and has the staff and resources to cover the event

If you’d like Samuel’s presentation or the seminar takeaway packet, please email Barbie Dunn, barbie.dunn@businesswire.com.

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


High Performance Press Releases: Getting Your Release Found, Seen & Shared

December 8, 2009

Business Wire San Antonio hosted back-to-back Austin and San Antonio seminars November 18th and November 19th, 2009. Attendees were provided tips to help optimize future press releases so they are found, seen and shared.

The well-rounded panel included Bill Leake, Founder, President and CEO of Apogee Search, the most prominent search engine marketing firm in the Southwest; Charla Adams, Communications Manager of Sweet Leaf Tea, a Business Wire client completely immersed in social media; and Clint Howell, New Media Specialist and Senior Account Executive at Business Wire.

Bill Leake, Founder, President and CEO of Apogee Search recommends:

  • Get someone else to sing your song and it’s better than singing it yourself – the web is 20% your content/80% what the rest of the world says about you.
    If nothing else, get the keywords right – choose keywords that matter (the ones people are actually using to search not what you think they’re searching) by using a keyword search tool.
  • The web is not just textual – create content with photos and video.
  • If you have a call to action in your press release/message, build conversion pages – you have them there, now what do you want them to do?
  • Don’t forget direct media pitches and don’t forget the bloggers (research beyond Technorati Top 50 and you’ll find the fat middle of niche bloggers that cover you and your industry).
  • The future owner of social media will be PR because it’s a better fit than advertising – PR is all about conversations and dialogue.

Charla Adams, Communications Manager of Sweet Leaf Tea recommends:

  • Sweet Leaf Tea uses a variety of resources to send their communication message – 15 employees tweet, they have Facebook Fan pages, blogs, YouTube channel, MySpace profile, Flickr photo pages, RSS feeds and even Sweet Leaf Tea TV and Sweet Leaf Radio.
  • Tweet/post/repurpose your press release permalink (especially if you have an EON release, which is posted forever and can act as a free-standing webpage – Sweet Leaf Tea’s EON release got 2x the hits of the wire version because Charla pushed it out).
  • Gauge your success by the level of participation vs. demographic breakdowns because someone outside your demographic target might be your most active engager – are they pushing out your message, writing a blog post for you, writing about you?

Clint Howell, New Media Specialist and Senior Account Executive recommends:

  • Media is posting your news as you write it,  which is a testament to having good content in your releases and links to further details on your site.
  • You can build your release for search and should.
  • The headline is the most important piece of your release, the first paragraph second because websites/search engines use them as your title and meta description tags.

If you would like Bill’s presentation or the seminar takeaway packet with Joseph Miller’s SEO Tip Jar, please email Barbie Dunn, barbie.dunn@businesswire.com.
More questions? Contact Clint Howell: clint.howell@businesswire.com

Local Business Wire offices host several events each year on PR, IR, SEO & media topics. Check out the Business Wire Events page to find upcoming events in your area.
Follow Business Wire events on Twitter! Hash tag #bwevents


Follow

Get every new post delivered to your Inbox.

Join 38,345 other followers

%d bloggers like this: