New Mainstream vs. Total Market: Which is the Right Multicultural Approach? [INSIGHT]
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.
Online advertisers have struggled with the efficacy of standard banner ad units for years. Consumers tend to skim right past them, meaning the advertisers has little incentive to devote creative energy to the unit, which means the unit has no hope of delivering performance. Marketers have turned their attention elsewhere, and in in 2013 content marketing was one of the biggest stories in online media.
comScore in collaboration with the Coalition for Innovative Media Measurement (CIMM), announced plans to expand its pioneering cross-platform measurement service, the industry’s first to provide continuous unified measurement of media usage on a national scale across TV, radio, desktop, smartphone and tablet.
Advertising technology companies as a category are bad at marketing. Instead of creating customers, we too often create confusion in the marketplace.
Hector Galvan – Director of Hispanic Communications at Sprint has passed after a quick bout with cancer.
After a multi-agency review, d expósito & Partners has been named as the U.S. agency of record for the total market for TAJÍN International Corp., the market leader in the category of fruit and vegetable seasonings in Mexico and the United States. The agency will provide services for all assignments in the general and Hispanic markets.
We all try to show mom we love her, but businesses have always paid careful attention to engage their mom clientele. Since moms differ from one another based on their lifestyles, we analyzed Working Moms—the 40 percent of women who have children under age 18 and hold full-time employment. How do you reach this affluent consumer group in their limited free time? By making their lives easier, anticipating their needs and interests. 
Statistics released today from the U.S. Census Bureau’s Puerto Rico Community Survey show that the median household income for Puerto Rico and most of its 10 largest municipios held steady after the most recent recession. Puerto Rico’s median household income was $19,518 during the post-recession period of 2010 to 2012, statistically unchanged from 2007 to 2009.
mun2 will premiere its first MMA (mixed martial arts) competition reality series “Combate Americas” on Sunday, February 23rd at 10:00p.m. EST/ 9:00p.m. CST. The series produced by BMP Latin ( a division of Emmy award winning Bunim/Murray Productions) and created by Co-founder of Ultimate Fighting Championship (UFC) Campbell McLaren, follows the lives of ten Hispanic MMA fighters as they compete, coexist and face the daily challenges set before them to win an exclusive contract with the new Combate Americas franchise. The series will be hosted by award-winning Latin music duo Chino & Nacho and MMA host/journalist Andrea Calle. Urban music superstar Daddy Yankee will serve as Combate Americas’ first commissioner and Piolin, SiriusXM host of Piolin Radio channel 147, appears as the color commentator.
Vision Strategy and Insights (VSI) announced the launch of a full-service research and strategic consulting firm specializing in the development and implementation of actionable research studies among general market, Hispanic, African American and Asian consumers.
Ace Metrix published a second study on the effectiveness of celebrities in video advertisements. The report builds upon a previous study that found, in general, ads with celebrities do not perform as well as ads without celebrities. The study explores the overall effectiveness of more than 1,200 celebrity ads while employing an innovative statistical approach to identify the “pure impact” of over 60 of the most frequently featured celebrities, including a sample of mascots and brand franchise characters.
A recently released industry report reveals that the evolving field of experiential, personalized and hyper-local marketing is now rated “very” or “somewhat” important by three out of four consumer brand marketers, and that engagement marketing causes almost nine out of 10 shoppers to add a product to their shopping list.
Social media has become a critical channel for brands looking to connect with consumers, but it looks like many followers aren’t getting the attention they expect, according to data released in December 2013 by Sprout Social.
The Hispanic Public Relations Association (HPRA) announced the launch of its newest local chapter, HPRA Miami.
In the past, Latinos who wanted to participate in some parts of American society felt they had to hide aspects of themselves to fit in. Today, that cultural zero-sum game is long gone – and our differences make us cool. Hispanics make up such a large proportion of young people in America that they’re not just participating in mainstream American culture, they’re increasingly defining it. And that doesn’t make them any less Latino. 
Richards/Lerma has extended its Latin American operations to Buenos Aires, Argentina, and grown its creative services operations.
Since the dawn of modern advertising, marketers have been trying to figure out what works. After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated — decision-making and forecasting capabilities.
