Wendy’s “Sabor de Verdad” Campaign Targets Hispanic Consumer Market
Wendy’s International, Inc. and its Miami-based Hispanic advertising agency The Bravo Group, launched “Sabor de Verdad” – a new advertising campaign targeting the U.S. Hispanic consumer market.
The central theme, “Sabor de Verdad,” loosely translated as “Real Taste,” neatly encompasses Wendy’s core principals of superior, quality food prepared with fresh ingredients, while appealing to Hispanic customers’ savvy and appreciation for real, quality, tasty food. “Sabor,” representing taste, flavor and character, and “de verdad” meaning authentic, real and true, plainly spell out Wendy’s food philosophy for Hispanic customers. (more…)
Best Tweets from Socially Diverse Presentation at PRSA International Conference
I was unable to stay for the entirety of the PRSA International Conference, but I kept up with the sessions via Twitter. One session that kept my interest and was of great importance was the session on diversity. A good friend and colleague (and a friend of the blog), James A. Walker, presented. I pulled some of the best tweets from #socdiv twitter feed to explain the content of the session and to highlight the high points of the session in 140 characters or less: (more…)
How Can Companies Address Cultural Diversity in Marketing?
By Dr. Felipe Korzenny
There are companies that have dedicated groups to deal with Latinos, for example. And sometimes they have separate groups to handle multiple minority group. In some cases there is a multicultural marketing group as distinct from the main marketing group. Some companies have had niche marketing units for a while and then have disbanded them. Some recreate them after a while and then merge them into discrete business units.
There may not be one recipe for how to organize the marketing function to account for cultural diversity among consumers but the following are important requirements:
The infamous “digital divide” is finally showing real signs of narrowing, as more and more research gives evidence of rising home broadband usage among black adults. Earlier research already showed this market owned more cell phones—and used more of their features—than other demographic groups.
This internet population is young, digitally savvy and connected. Daily internet use now rivals the amount of time spent watching television. These internet users are active content producers, making and uploading videos to YouTube and other sites, then tracking the viewership, comments and imitations. The internet affords them both a global stage and a wider community.
Of The 2 Shoe Salesmen In Africa, Which One Are You?
Translating websites is something that many people have tried in an effort to bring in markets from other cultures and other languages, and it has not always worked. Sometimes it has failed quite horribly, costing a lot of money for nothing in return. While this seems to indicate that translation is a bad idea, this is not entirely true. Translation is just the first step. There is more to be done to improve the success rate and make the translation process worth it.
Spanish translations of websites can be expensive and difficult to maintain, indeed, if one has chosen the wrong partner vis-à-vis “the first shoe salesman in the story who said he can’t sell shoes in Africa.” Most website owners believe that translating a website to Spanish will do miracles for them, but this is very far from the truth. They have the website, but then they do not see anybody “wearing shoes,” so they assume that it is not a good business. While, in fact, translating and localizing the website, when justified, is just “buying the ticket to Africa.” (more…)
Domino’s Talks Radical Authenticity
It was arguably one of the riskiest marketing campaigns of all time — so how, exactly, did Domino’s get its “Oh Yes We Did” campaign, which touted a revamp of pizza by admitting the previous version was terrible?
“We had to do something” because sales were so bad, said Russell Weiner, chief marketing officer, speaking at Ad Age’s IDEA Conference today. “And we had the right people in the right situation and the right agency.”
But perhaps the most interesting reason was that Mr. Weiner & Co. were pitching the campaign to a company CEO who, unbeknownst to anyone else, was leaving the company. In approving the campaign, he arguably put his legacy at stake. And President Patrick Doyle, who assumed the CEO post March 7, continued to support the effort once getting the nod.
Investing More Time Brings Sophistication to Social Media Efforts
Nonprofits that spend the most time see the most success
Nonprofits, which have sometimes shown themselves to be ahead of their counterparts in the business world when it comes to social media marketing, are also divided depending on their experience with the medium. What makes the most experienced users stand out?
According to August 2010 research from Ventureneer, a provider of online tools for nonprofits, and Caliber, nonprofits that had been using social media the longest also tended to spend the most time on their efforts. Among respondents that had used social media marketing for at least two years, 68% spent at least 25 hours a week on it, compared with just 12% of nonprofits that had been active in the space for less than a year.
The Maynard Institute’s Media Center on Structural Racism today launched America’s Wire, a news service that will provide enterprising content for wire services, metropolitan newspapers, ethnic/community papers, magazines and websites.
In an effort to help the media better cover communities of color and the impact that structural racism has on the families who reside there, America’s Wire will provide subscribers with professionally reported, written and edited stories that will help readers better understand the obstacles and challenges that people of color continue to face in America today.
“We are excited that America’s Wire will bring a better understanding of communities of color and the challenges they face,” said Dori Maynard, who chairs the America’s Wire Advisory Board and is president and CEO of the Maynard Institute. “Our goal is to provide professionally reported, written and edited stories that can broaden the selection of articles that daily newspapers, magazines, ethnic media and websites make available to their readers. We urge media outlets to sign up for our trial offer and subscribe to America’s Wire, and bring a wider variety of stories to your readers.”
Myspace Beta Goes Bicultural, Focuses on Gen Y Hispanics
Today Myspace announced a new brand, beta website, and a suite of products that together redefine the company as a social entertainment destination for Gen Y. Myspace is creating a rich, highly-personalized experience for people to discover content and connect with other fans who share similar interests. The entertainment experience will span music, celebrities, movies, television, and games and will be available through multiple platforms, including online, mobile devices and offline events.
With young Hispanics, 16 to 25, making up 18 percent of the U.S. Gen Y population and approximately 20 percent of Myspace users, the redesign will be particularly attractive to the fast-growing bicultural young Hispanic market segment. Hispanic youth are characterized as the country’s fastest-growing market segment; early adopters to social media; trend setters; and technology savvy, and the new Myspace content mix speaks directly to their entertainment interests.
The National Minority Supplier Development Council (NMSDC) honored AT&T with the prestigious “Corporation of the Year” award last night at its Awards Banquet, capping its conference and business opportunity fair in Miami.
NMSDC’s Corporation of the Year award is the most sought-after honor for major corporations dedicated to improving the overall participation of Asian, Black, Hispanic and Native American suppliers. In winning the award, AT&T continues to demonstrate its 41-year commitment to increasing procurement opportunities corporate-wide for minority business enterprises (MBEs). (more…)
Marc Anthony, Aida Cuevas, Jenni Rivera & More Perform at Latin GRAMMY Awards
Nominees Marc Anthony, Aida Cuevas, Jenni Rivera, Gilberto Santa Rosa, Aleks Syntek, and Johnny Ventura are the latest performers announced for the 11th Annual Latin GRAMMY® Awards (www.latingrammy.com) telecast. Additionally, nominee Prince Royce will join R&B legend Ben E. King for a never-before-seen performance.
Confirmed to present awards are current Latin GRAMMY nominees Pepe Aguilar, Jorge Drexler, Kany Garcia, and Tito “El Bambino,” as well as actresses Camilla Belle and Alexa Vega. The Latin GRAMMY Awards are set for Nov. 11 at the Mandalay Bay Events Center in Las Vegas and will be broadcast live on the Univision Network (www.univision.com) from 8 – 11 p.m. ET/PT (7 p.m. Central). (more…)
Brands and Latino Bloggers Become Focus of Hispanicize 2011, the 2nd Annual Hispanic PR & Social Media Conference, Taking Place in Los Angeles April 6-8
LOS ANGELES, CA – Connecting brands, agencies and non profits with Latino bloggers will take center stage at Hispanicize 2011, the 2nd Annual Hispanic PR & Social Media Conference, that will take place in Los Angeles, April 6-8, 2011.
“Our 2011 conference will feature the nation’s biggest brands and the most engaging Latino bloggers in a backdrop that is all about PR and social media professional development and networking,” said Lourdes Rodriguez, HPRA President Los Angeles. “Given that L.A. is where HPRA all started 25 years ago we are especially proud to bring the conference home.”
Event organizer Manny Ruiz, co-founder of the Hispanic PR Blog and Hispanicize.com, says the 2011 edition builds on – but does not change – everything that attendees raved about at the 2010 conference.
“This one will be much bigger and better because the Census results will be out and we’re going to do everything to help brands meet with the Latino bloggers,” said Ruiz. “Once again we’re going to deliver a world-class conference with the style and substance that we’re known for.”
Content and Networking
Hispanicize 2011 is a three-day event that will include keynote presentations and nearly two dozen in-depth professional development sessions featuring most of the Hispanic marketing and social media world’s top speakers and presenters.
In order to help brands, agencies and other organizations connect with bloggers the conference will offer special VIP event sponsorship opportunities as well as a large exhibition area where products/services can be showcased.
A key component of this year’s conference and a new tradition that’s being championed by HPRA and Hispanicize is the focus on empowering non-profits with specialized market trainings. As part of this new tradition, the first half day of the event will be devoted to equipping non-profit organizations attending the conference with free media training and social media marketing workshops that traditionally cost thousands of dollars.
National Advisory Board
A prestigious 25-member national conference advisory board will be announced shortly that will be responsible for all of the content of the conference. A national call for presentations will also be announced on November 2. In the meantime, to learn more about the conference go to www.HispanicPRConference.com, email inquiries to email@example.com or contact 305.321.5002.
About the Hispanic Public Relations Association (HPRA)
HPRA was founded in 1984 as a non-profit organization to establish a network of Hispanics employed in the public relations profession. HPRA has more than 250 members representing public relations, marketing and advertising professionals from agencies, government, non-profit and corporate companies. HPRA is dedicated to the advancement of Hispanic professionals and provides educational seminars and workshops throughout the year. The organization has awarded more than $220,000 in scholarships to Latino students pursuing a career in communications during the last 25 years. HPRA strives to be a resource for communications professionals and for those seeking insights into the Hispanic market. For more information visit http://www.hpra-usa.org.
About the Hispanic PR Blog
Founded by multicultural public relations veterans Manny Ruiz, former CEO of Hispanic PR Wire, and Angela Sustaita-Ruiz of Hispanic Media Trainers, LLC, the Hispanic PR Blog is the Hispanic market industry’s top source for news and views focused on Hispanic public relations and social media marketing. The blog and its daily newsletter regularly features columns, stories, white papers, job postings, calendar events and more.
Hispanic Media Trainers, LLC, is the parent company of Hispanicize 2011, the 2nd Annual Hispanic PR & Social Media Conference, the soon to be launched website for Latino bloggers and brands called Hispanicize.com and the bilingual creative parenting blog, PapiBlogger.com. You can follow the Hispanic PR Blog on its Facebook Fan Page at http://www.Facebook.com/hprblog or on Twitter @HispanicPR. To follow Hispanicize, go to http://www.Facebook.com/Hispancize or go to our Twitter handle @Hispanicize.