Bromley will create a branding campaign for both brands and develop specialized communications tools to assist franchisees with their in-country marketing efforts.
Millennials are significantly more likely than older generations to be influenced by their friends’ social media posts about products and services. According to January 2014 polling conducted by Harris Interactive for The Webby Awards, 68% of 18-to-34-year-old social media users surveyed were at least somewhat likely to make a purchase after seeing a friend’s post.
According to Linda Lane Gonzales, minorities in the U.S. are rapidly advancing into the majority position, becoming the new mainstream. “Hispanics and other ethnic groups make up 41 percent of the population,” she says. “This will grow to over 50 percent by mid-century. Yesterday’s Multi-cultural segments are today’s General Market.”
Knowing your audience and taking advantage of the extensive reach of social media can help maximize network investments made in big tent pole TV events and shows, said a panel of executives speaking at the Multicultural TV Summit here Tuesday.
NUVOtv announced that it will hold its 2014 upfront event in New York on the evening of Monday, May 12. Today’s announcement was made by Craig Geller, NUVOtv’s Senior Vice President Advertising Sales. The venue will be announced at a later date.
Major League Soccer announced on Wednesday that former LA Galaxy midfielder and world soccer superstar David Beckham has exercised his option to purchase an MLS expansion team, and that he’ll be setting up shop in Miami.
Hispanic young adults have been hit hard by the tough economy. Tr3s’s Millennial study showed that they value frugality and are smart with their money. They love to go out for coffee because it’s an inexpensive way to meet up with friends – but are they going to restaurants, too?
Smart marketers going after the growing markets of young multiculturals will use research and insights into how those people think about themselves and find the “sweet spot” in messaging that resonates. That was a lesson from Esther “E.T.” Franklin, executive vice president and head of SMG Americas Experience Strategy at Starcom MediaVest Group, in a conversation opening the Multicultural TV Summit and Leadership Awards in New York City.
Lino Garcia, general manager of ESPN Deportes, stressed the importance of “authenticity” in programming towards a multicultural audience during a keynote discussion moderated by ESPN Radio host and First Take commentator Stephen A. Smith at B&C/Multichannel’s Multicultural TV Summit on Tuesday.
One size, increasingly, does not fit all in the pursuit of multicultural TV audiences.
Latinos may be enjoying increasing influence across U.S. culture and expanded buying power to go along with their population growth, but when it comes to advertising messaging and spending aimed at this group the industry continues to lag.
The mainstream media is off by a mile when it comes to covering immigration and other issues of vital importance to the Hispanic community, said a pair of prominent TV news personalities on the panel “The Role of News and its Impact on the 2014 Multicultural Vote” at the Multicultural TV Summit here Tuesday.
Univision Communications, Inc and Variety Media LLC, a subsidiary of Penske Media Corporation announced a new partnership to launch an entertainment news brand, “Variety Latino–Powered by Univision,” aimed at providing Spanish speakers across the U.S. with coverage of all aspects of the global entertainment industry.
The Telemundo Station Group named Cristina Schwarz as President and General Manager of Telemundo 47 / WNJU, the NBCUniversal-owned television station serving the Hispanic community in the New York Tri-State area. Additionally, Liliana Aristizabal was promoted to Vice President of Sales for the station.
An apple a day keeps the doctor away. But when fruit doesn’t cure what ails you, a solid health and wellness plan might just do the trick. China, which is on pace to produce 37.5 million metric tons of apples in 2013, leads the globe in terms of saving for health-related issues (63%), with the greater Asia-Pacific region close behind (55%), according to findings from the Nielsen Global Survey of Saving and Investment Strategies.
Even as online shopping continues to grow, more U.S. shoppers are planning to make purchases from physical stores, according to the results of the latest study of “seamless retailing” by Accenture. In a survey of 750 adult consumers, 21 percent of U.S. shoppers said they plan to increase their in-store purchasing, up from just nine percent of shoppers in the previous year. Asked to name what retailers need to improve the most in the overall shopping experience, 40 percent of respondents ranked improving the in-store shopping experience first, compared to just 16 percent who said the same of online shopping.
Based on Current Population Survey statistics from July 2012, the Computer and Internet Access in the United States infographic provides household and individual level analysis of computer use and Internet access, as well as a profile of individual smartphone usage.
Every once in a while, new terms and jargon come in and out of favor within the business community. Among the terms used by business executives targeting cultural segments include “multicultural,” “diversity,” and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc. Lately, the terms “Total Market” and “New Mainstream” seem to have gained some level of acceptance. Terms such as these are intended to help communicate a concept that would require many more words to understand. Although non-controversial, the term “New Mainstream” may lack clarity among industry insiders and is perhaps foreign to those not in the multicultural space. On the other hand, “Total Market” seems to both lack clarity and revel in a fair amount of disagreement. By César M Melgoza, Founder & CEO – Geoscape
There’s been quite a bit of talk about the new total market strategy approach. The approach is not new; as ethnic marketers we have always told our clients that there is ONE brand, not different brands for each consumer segment. We just deliver different benefits based on insights about that brand and our segment consumer. But the essence of the brand remains as one – a total market delivery, executed differently based on target needs. By Enrique Turégano – alPunto Advertising
California’s demographers also project that in mid-2014, the state’s residents will be 38.8% white non-Hispanic, 13% Asian American or Pacific Islander, 5.8% black non-Hispanic, and less than 1% Native American. But the state’s demographics in 2014 are very different from what they had been. In 2000, California’s 33.9 million residents were 46.6% white non-Hispanic, 32.3% Latino, 11.1% Asian American or Pacific Islander, 6.4% black non-Hispanic and about 1% Native American. In 1990, white non-Hispanics made up more than half (57.4%) of the state’s then 29.7 million residents, while 25.4% of Californians were Latino, 9.2% were Asian American or Pacific Islander, 7.1% were black non-Hispanic and about 1% were Native American.
