Archives for December 2017

Latinas Heart Health

The following is an article from vistamagazine.com, an impreMedia property.  The article should be important to all of us who have daughters, sisters, and mothers. The article was written by Millie Acebal Rousseau, Infographic CTRL-DESIGN

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THE PROBLEM: Heart disease is the No. 1 killer of Hispanic women, and only 1 in 3 of them know that. “You have to know your numbers, and be careful with weight,” says Luz Prieto-Sanchez, M.D. endocrinologist and Go Red Por Tu Corazón spokesperson.

The numbers are startling. Hispanic women are more likely to develop heart disease 10 years earlier than non-Hispanic white women. Mexican-American women have a higher rate of diabetes and obesity, which put them at greater risk for cardiovascular disease than white women. Plus, language barriers make Hispanics twice as likely to not ask their doctors questions, or leave the office with questions unanswered.

The prevalence of high blood pressure, or hypertension caused by poor eating habits, inactivity, obesity and heredity among Mexican women over 20 years old is 28.7 percent.

Women who speak Spanish predominantly have the highest prevalence of physical inactivity. Nearly 60 percent of Latinas are physically inactive, reports The National Institute of Health. “Inactivity is killing the Hispanic population,” says Dr. Prieto-Sanchez. “Do 20 to 30 minutes of any exercise–walking, dancing, jogging–daily, or at least five days a week.”

HOW TO LOWER YOUR RISK:
Eat healthy. “Avoid processed foods, and have natural foods instead–vegetables, greens, fruits and other fresh food,” she says. Also, exercise is essential to maintaining a healthy weight, which is another key to keeping risks low.

Keep your numbers in check. Monitor your blood pressure, blood sugar and cholesterol, and know your BMI, or Body Mass Index. This index uses your height and weight to calculate your degree of body fat. Your BMI should be less than 23. Blood pressure should be lower than 120/80. You need to keep track of two Cholesterol numbers your HDL (good cholesterol) and LDL (bad cholesterol) In women, HDL should be greater than 45, and LDL should be less than 130. Your total number for both should be lower than 200.

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Visit vistamagazine.com to find out which organization has initiatives set up to helping Latinas prevent this disease.

Mobile a Must for Reaching U.S. Hispanics

The following post is guest post derived from Media Post’s Enagage: Hispanics

We know Hispanics love cell phones, especially smartphones. But now several recent studies have confirmed that marketers looking to reach Hispanics should consider mobile as the primary tactic. Below is a recap of these studies as well as examples of some great Hispanic mobile websites.

Google recently released a report, “Four Truths about U.S. Hispanic Consumers,” that should be an eye-opener for anyone interested in reaching the nation’s largest minority group. Among the reports’ findings:

  • 93% of U.S. Hispanics use a mobile phone regularly
  • 45% of U.S. Hispanic mobile phone users have smartphones compared to 34% of general market
  • 87% of U.S. Hispanic mobile phone users have contract plans and only 8% have pre-paid plans

February 2011 data from The Nielsen Company is consistent with Google’s findings; this data also shows that 45% of Hispanic mobile users have smartphones, the highest among all ethnic groups, including Whites.

If that data is not convincing enough about the importance of reaching Hispanics through mobile devices, Scarborough Research released a study in December of 2010 that shows Hispanics are extremely active mobile users. Of note:

  • 64% of U.S. Hispanic mobile users text message vs. 56% of general market
  • 22% of U.S. Hispanic mobile users download or listen to music vs. 15% of general market
  • 12% of U.S. Hispanic mobile users use social networks on their mobile vs. 10% of general market

Hispanic Mobile Websites

To reach Hispanics on mobile devices, a mobile friendly website makes a ton of sense. First, mobile websites are platform agnostic, so they will work with most new-generation cell phones. In addition, consumers expect mobile websites to be less robust than full desktop versions, allowing marketers to start small and scale based on results. Here are a few examples of Spanish-language mobile websites that impressed me when I was checking them out on my iPhone:

  • ESPN Deportes has a robust Spanish-language mobile website with news, polls, TV listings and Podcasts. DirecTV is currently advertising on this site and consumers are prompted to call its toll free number.
  • Univision‘s mobile site features most of Univision.com’s content including Spanish language news, entertainment and sports. When I check out the site, I actually was served an English language ad from You Again the movie that clicked through to the trailer.
  • Terra also offers a mobile version of its site that features up to date Spanish content and ads from a Spanish language ad from BlackBerry that clicked through to an English language mobile site and a Toyota Camry ad that took me to the Camry page at Toyota’s Spanish-language mobile site.
  • Major League Baseball’s LasMayores.com offers a mobile version of its site that includes Spanish language news, updates on Hispanic players, team updates and stats.

As these studies show, Hispanics text, listen to music and engage in social media on their mobile devices more than the general market.

What marketers need to do is call.

Well, sort of.

For more information on the article and more from Media Post’s Engage: Hispanics Click Here

Hispanic Viewers Drive Super Bowl XLV

Nielsen recently published an article outlining Hispanic viewership for this years Super Bowl XLV to an estimated 10 million Hispanic viewers. As the most watched television program of all time, the Super Bowl brings in more than 8 million viewers each year and the numbers keep climbing.

African-American viewership also increased this year at record of 12 million viewers an increase of 1.2 million viewers up from last year. Also noted was an increase in female viewership with a record of 6 million viewers, up 1.4 million from last year.

“Historically, sporting events, especially the Super Bowl, have captured a large audiences,” said Pat McDonough, Senior Vice President for Insights and Analysis at Nielsen. “If sports programmers want to grow their viewership, they will need to attract more women, African Americans and Hispanics, who are often underrepresented in the TV audience for many sporting events. This year’s Super Bowl sets a good example of how leagues can build bigger audiences.”

As reported by Nielsen, previous Super Bowl data also shows that the age of the viewer matters. Adult viewers are more likely to watch the game, with the highest rating (41.9) coming from the 25-54 viewers.

Although Hispanics number one sport is typically Soccer, the increasing number of Hispanics now tuning into NFL games points to opportunity for the NFL to market and advertise more to Hispanics.

For more information on this article visit:Click Here

How can Latinos express their loyalty to a brand?

Twelve months ago, Toyota filed a voluntary safety recall on select Toyota division vehicles for sticking accelerator pedal – 2.3 million vehicles were recalled.  No doubt, the brand lost credibility, a brand that is known for safety and quality among the Hispanic market.

It is said that Latinos are passionate about two things – soccer and their heritage. The car maker’s U.S. Hispanic advertising agency, Conill, came up with a simple but creative idea to link Latinos’ pride in their heritage with their pride in being a Toyota vehicle owner.

Like I said, the idea was simple – bright decals that read:

“Somos muchos Mexicanos. Somos muchos Toyota owners.”

“Somos mucho Boricuas. Somos muchos Toyota owners.”

“Somos muchos Yucatecos. Somos muchos Toyota owners.”

Ninety-nine different decals with the names of Latin American countries and major cities were offered free of charge via the Spanish-language Toyota Facebook page.  The page had 25,000 fans at that time.  Street teams and camera crew were deployed to major cities often to parking lots of soccer stadium or Home Depot – once there they approached Toyota owners. Owners were offered an opportunity to share their pride in being a Toyota vehicle owner and given a sticker of their choice.

More than 259,000 stickers were ordered mostly through Facebook. According to Toyota’s Hispanic PR Tracker, since the campaign started in July and ended in October, they saw a 13% increase in favorable opinion of Toyota and a 8% increase in consideration for Toyota vehicles.

Which sticker was the most popular? With two-thirds of the U.S. Hispanic population being of Mexican origin, the most popular decal was, “Somos muchos Mexicanos.”

It appeared the campaign was successful.  Unfortunately, I have not seen a single Toyota vehicle with the “Somos muchos Toyota owners.” sticker in my area.  If you are a Toyota vehicle owner and participated in the “Somos muchos Toyota owners.” campaign, please let me know.  I would like to hear your thoughts on the campaign.

Play ball! A legacy that still resonates with Hispanics

While opening day for Major League Baseball is still two months away, my oldest son, age 9, is already gearing up for his 2011 baseball season that starts in less than 3 weeks. During a recent family outing, he asked me if I knew Roberto Clemente.

Nearly 4 decades ago, Roberto Clemente’s plane crashed while flying relief supplies to Nicaraguan earthquake victims. It is said Clemente was a better man than a baseball player.  In death, this Puerto Rican super star emerged as a symbol of hope and goodwill among Hispanics across the U.S.

The 2010 census will once again demonstrate Hispanics are the fastest-growing population in the country representing nearly 16% of the total U.S. population. Their impact is felt across businesses, schools, music, entertainment, foods, etc.  In Major League Baseball, Hispanics account for about 30% of all players and comprise many of the game’s highest-paid and most-celebrated superstars – Jorge PosadaAlex Rodriguez, and Albert Pujols to name a few. They tend to be represented at the All-Star Game in even greater percentages.

According to Scarborough Research Multimarket Study, 14% of Hispanics said they were “very” interested in Major League Baseball. This number seems large but it is relatively small when compared to the interest level in Major League Soccer (MLS).  43% of Hispanics said they were “very” interested in MLS, followed by 18% “very” interested in the National Basketball Association, 11% in the National Football League and 9% in the National Hockey League.

Even though soccer is king among Hispanics, baseball, arguably, has the most passionate fan base of any sports. I think so.

 I was very impressed with my son’s ability to share a few noteworthy facts about Clemente. For this upcoming season, he wants to wear #21 which happens to be Clemente’s baseball uniform # while playing for the Pirates. Here are a few of the facts my son shared with me which I will now share with you:

1)     Clemente was a 12 time All-Star

2)     Won four National League batting titles

3)     Only the 11th player to reach 3,000 career hits

4)     He was 38 when his plane crashed

5)     First Latin American-born player elected into the Hall of Fame

Growing up, I had a few favorite baseball players who happened to be Hispanic. My all-time favorite was Fernando Valenzuela. He pitched for the Los Angeles Dodgers and touched off an early ‘80s craze called “Fernandomania.”  He was the only player in Major League history to win the Rookie of the Year award, the Cy Young Award, the Silver Slugger Award and a World Series championship in the same season.

Who were your favorite Hispanic baseball players while growing up?

The Wired Latino Market

Media post presented an article last week on the news of Google’s U.S. Hispanic. It seems that google realized the power of the Latino market about a year and a half ago and decided to name Mark Lopez as head of google U.S. Hispanic. John Farrell, general manager for Google Mexico explained the importance of the Latino market and how much purchasing power it has to potential advertisers.

A recent study that was conducted points out that Hispanics are indeed online (fact that we already know), accounting for 86% that have high speed internet connection at home and 78% that use the internet as their primary source of information.

The report goes on by saying that Hispanics are avid mobile device users– texting at greater rates than the general public, 64% vs. 56%; download music, 22% vs. 15%; and access social networks, 12% vs. 10%, according to Scarborough Research.

According to Google, Latinos online is worth an estimated $200 million. With this estimate and more reports showing that the Hispanic market is worth investing in, google plans to move forward by putting a big chunk of its budget into this market.

Hispanic Market Info wants to know what you think? We welcome your comments!

For more information on the referenced article visit: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143763

What’s a Smartphone?

A few weeks ago, I was in need of a new cell phone.  My aging cell phone had made its last call.  My current cell phone provider offered me $100 off a new smartphone.  Have you ever wondered what’s a smartphone?  What features make it smart?  How does it differ from a cell phone?

According to Scarborough Research Multimarket Study, 81% of U.S. Hispanics use a cell phone.  Of this number, 67% use a cell phone that is not considered a smartphone.  While 14% use a cell phone that is considered smart. I happened to fall in the 67% group.

So what’s a smartphone?  Based on a few articles I came across, a smartphone not only makes calls but acts like a PDA (personal digital assistance) or even a computer.

To understand what a smartphone is, lets briefly review the history of it.  As you know, cell phones only made phone calls and nothing more (back then). PDAs were used as personal organizers, storing contact information, to-do list and even editing documents.

Eventually, PDAs gained wireless connectivity and were able to send and receive emails. In the meantime, cell phones gained messaging capabilities. PDAs added cellular phone features while cell phones added more PDA like features resulting in what we know today as a smartphone.

How do you know if you have a cell phone or a smartphone?  The following guide provided by About.com helps point out what they define as a smartphone.

Software: Cell phones include some sort of software (even the most basic models these days include an address book or some sort of contact manager, for example), a smartphone will have the ability to do more. It may allow you to create and edit Microsoft Office documents–or at least view the files. It may allow you to download applications, such as personal and business finance managers. Or it may allow you to edit photos, get driving directions vis GPS, and create a playlist of digital tunes.

Web Access: More smartphones can access the Web at higher speeds, thanks to the growth of 3G data networks and the addition of Wi-Fi support to many handsets. Still, while not all smartphones offer high-speed Web access, they all offer some sort of access. You can use your smartphone to browse your favorite sites.

QWERTY Keyboard: By our definition, a smartphone includes a QWERTY keyboard. This means that the keys are laid out in the same manner they would be on your computer keyboard–not in alphabetical order on top of a numeric keypad, where you have to tap the number 1 to enter an A, B, or C. The keyboard can be hardware (physical keys that you type on) or software (on a touch screen, like you’ll find on the iPhone).

Messaging: All cell phones can send and receive text messages, but what sets a smartphone apart is its handling of e-mail. A smartphone can sync with your personal–and, sometimes, your professional–e-mail account. Some smartphones can support multiple e-mail accounts. Others include access to the popular instant messaging services, like AOL’s AIM and Yahoo! Messenger

Do you own a cell phone or a smartphone? What features do you use?

According to Scarborough, U.S. Hispanics are definitely doing other things than just making calls on their phone. The most used feature on a phone is texting.  48% of U.S. Hispanics text while just 43% of non Hispanics text. 14% of them use email on their phone vs. 14% for non Hispanics.  13% use instant messaging features vs. 8% for non Hispanics. Both Hispanics and non Hispanics use maps/GPS navigation features equally at 8%. While 7% of Hispanics use other internet features on their phone vs 7% for non Hispanics.

So the next time you see an ad in the a paper or online, you’ll know what makes a smartphone smart.

Olé Olé Olé! Copa America ‘11

The 2011 Campeonato Sudamericano Copa América, better known as the 2011 Copa América or the Copa América 2011 Argentina, was the 43rd edition of the Copa América, the main international football tournament for national teams in South America. The competition was organized by CONMEBOL, South America’s football governing body, and was held in Argentina from 1 to 24 July. The draw for the tournament was held in La Plata on 11 November 2010.

Uruguay won the tournament after defeating Paraguay 3–0 in the final, giving them a record 15th Copa América title and their first since 1995. Paraguay, as the tournament runner-up, earned the Copa Bolivia; Paraguay’s performance was noteworthy, as they were able to reach the finals without winning a single game in the tournament; their success in the final stages was achieved by the way of penalty shoot-outs. As the tournament champion, Uruguay earned the right to represent CONMEBOL in the 2013 FIFA Confederations Cup, held in BrazilPeru finished third after defeating Venezuela 4–1 in the third-place match.

Social Media Insider Summit

Sunday, January 3 – Wednesday, February 2, 2011

Key Biscayne, Florida

The Social Media Insider Summit is a three day event that brings together the brightest minds in social media marketing to share leading-edge information and experiences in a think-tank environment while exploring new technology, strategies, and tactics for effective use of social media as a marketing vehicle.

Attendance for the Summits are capped to ensure conversations, learnings and overall experiences are intimate, productive, and highly useful. Our sponsors are in the unique position of receiving unparalleled access to summit VIP attendees over three truly unforgettable days.

Featured Sessions
Data Dive: How Do Social Ads Really Perform?
Making Social Data Rock – for Both Marketers and Consumers
Social Gaming: How to Play at Branded Integration
Why Do Marketers Buy Media in Web 1.0 Ways to Drive Web 2.0 Campaigns?
Social Commerce: Using the Power of Friends to Boost the Bottom Line
Taking the Pulse: How the Experts Would Perfect Social Media

For more information and to register visit:
http://www.mediapost.com/events/?/showID/SocialMediaInsiderSummit.11.FL

NGLC Media, Marketing and Entertainment Conference

New Generation Latino Consortium and mun 2 presents
Media, Marketing and Entertainment Conference

Monday, April 11, 2011
Harvard Club of NYC
9am-6pm

The only conference exclusively dedicated to New Generation Latinos with a five panel discussions including: NGL Content, Digital and Social Media, Media CEOs, Client Marketers, and a Celebrity sit-down.

Guest Speakers include:
Jacqueline Hernandez, COO Telemundo
Maria Luisa Francoli, Global CEO MPG
Monica Gadsby, CEO SMG Latin America & Multicultural
Phil Cowdell, CEO Mindshare North America
Fernando Rodriguez, CEO Terra USA
Marc Strachan, VP of Multicultural Marketing Diageo North America

For more information and to register visit: www.nglc.biz

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