This segment is from a co-op Satellite/Radio Media tour we conducted that garnered an audience of more than 6.1 million people.
Family budgets are tight everywhere, but everyone still wants the latest tech gadget, right? In this economy, finding a tech gift for that loved one over the holidays can be challenging. The popular choices are often pricey and even hard to get. In an ocean of over 900 tech products at the average electronic store, what are some of the hottest gifts that will bring a smile to their face without breaking the bank?
Ariel Coro has the answer. As the leading tech expert for Hispanics, TV and radio personality, syndicated columnist and author of the upcoming book El Salto, he reviews hundreds of gadgets every year and will show your audience how to find the latest tech trends and how to save money this holiday season.
This is a segment we did as part of a Satellite/Radio/Internet Media Tour for the Faces of Influenza Campaign.
Initiative addresses low influenza vaccination rates among Hispanics — less than a quarter of Latinos in U.S. vaccinated against influenza
All family members 6 months of age and older should be vaccinated against influenza this and every year
Hispanic Americans are hit particularly hard by influenza with the Centers for Disease Control and Prevention (CDC) reporting that up to 9.5 million Hispanic Americans will suffer from the flu in an average year. Yet, vaccination rates among this population are seriously low.
This is a segment we did as part of a Satellite/Radio/Internet Media Tour for BreastCancer.org. This segment was produced for My Latino Voice.
Breastcancer.org announced a dedicated effort to bring the most up-to-date information about breast cancer to the Spanish-speaking community. Actress Judy Reyes (Gun Hill Road, Scrubs) and leading oncologist Dr. Generosa Grana are speaking to media nationwide during Breast Cancer Awareness Month to help raise awareness of the impact of breast cancer on the Latino community and let them know about this comprehensive, new resource from leading non-profit Breastcancer.org.
Video is a fantastic tool to communicate any message. As you may know, YouTube is the 2nd largest search engine behind Google. What does that tell you? That video has huge power and people are searching for video content all the time. Communicating via visual image is much more effective than text or spoken words alone. Studies have shown that visual information can improve the understanding of spoken words by as much as six times.
Like any means of communications, how you use it, what you show and the story you tell will have a huge impact on the effectiveness of your video. Social media has changed the game in how PR professionals use video. Traditionally, video was used to support a news story (think B-roll package) or to produce a video news release (VNR). While those forms of video used to be very effective, they have become less and less effective every day. In fact, most TV stations won’t use VNR or video they don’t shoot. A company needs to have a really great story (and truly news) AND very compelling video to get stations to use it. Most times, the ROI isn’t there…the results don’t justify the cost.
While edited video may work with traditional media like it used to, video still has a very powerful place in a marketer’s arsenal. Rather than think of video in a supporting roll, today’s marketers are realizing that there needs to be a strategy. After all, you don’t get to millions of views on YouTube without thinking it through. (Ok, some do, but that’s plain luck.. and I don’t think you want to base your video strategy on luck.)
What are the best ways to use video today? Here are a few of our favorites.
This is a follow up to our blog “Should I Reach Out to Hispanics in English? Spanish? Or Both?”. If you read that entry, you’ll know that asking that question first is not the best approach. The focus has to be on the target audience/customer. They will dictate the language and the discussion. Your job is to find a way to be a part of that discussion.
How do you do that? First, you need to get to know your target audience better.
So, if you think you know your audience/customer well, can you answer these questions?
What does your target audience like about your brand/company?
Where and when are they having discussions about your brand/company?
How does your audience engage your brand/company?
What do they do if they dislike something about your brand/company?
What are the five hottest topics of discussion?
How do they make decisions?
Do you know who influences them?
After you’ve answered those questions, THEN ask if they are having the discussions in English, Spanish … or both.
If you missed the HPRA-NY event, “Inside The Mind Of…The Client” last night, here is a summary of tweets from the event.
RT @milliondavid: RT @hprchat: “most brands undervalue PR, but PR can drive your outreach strategy” M. Gonzalez #hprausa #hispanicpr
Fri Jun 10 15:13:48 +0000 2011 from REVOLUCIONNYC
Thanks to Cohn & Wolfe for hosting the HPRA event “Inside the Mind of…The Client” last night with Manny Gonzalez… http://fb.me/wZFXUqO0
Fri Jun 10 14:33:10 +0000 2011 from HPRAusa
If you weren’t at the HPRA-NY event last night, you missed a GREAT session with Manny Gonzalez from Moet… http://fb.me/viREQTqi
Fri Jun 10 14:31:38 +0000 2011 from HPRAusa
RT @MMCtweets: As a brand, someone will be talking about you regardless of your social media presence #hprausa
Thu Jun 09 23:43:11 +0000 2011 from queenofkudos
For all of the many times you have tried to understand WHY???, HPRA NY will help you find some of the answers in a new series that showcases the raw and uncensored truth of what really goes on inside the minds of the media, the brand manager, the blogger, etc.
For our first event we sit down with Manny Gonzalez, a Hispanic marketing pioneer who has been on the inside (as a multicultural brand manager) and on the outside (at an ad Agency), and is ready to share his own learnings as a champion for the Hispanic agenda at Moet Hennessey.
Key take-aways:
1. The internal challenges for Hispanic marketing on the client side.
2. What you should know that is important to the brand/client.
3. Insights from an industry leader to help you engage the Hispanic market.
And the answer is….. It’s the WRONG question! There is much debate today about language in reaching Latinos. There are many that say Spanish is still very relevant and important. There are others that say that (given the new Census data showing 50% of US Latinos were born in the US) English is the best way moving forward. While we understand the importance of language and think there is merit to both sides of the debate, we think focusing on language first is the wrong approach.
There are similar discussions about social media and what tools are the best to reach Latinos. We get asked what social media services we provide and what can we do for a particular client. Again, the focus here is backwards.
The first questions shouldn’t be about language or social media tools or tactics. The first question should look at audience and who the organization is trying to reach. Who are they? What is the makeup of the audience? Where do they discuss the client/brand? What do they say? What do they want? Who are the influencers?
These are some of the important questions. Until an organization can answer these questions, it will be difficult – if not impossible – to know whether English, Spanish or both will be most effective. It will be difficult to understand what communications platforms will be best suited to interact with the audience/client/customer. And it will be difficult to know what messages will resonate.
Anyone can create a Facebook page, a blog and a Twitter account. But if you don’t know who you’re talking to or who is influencing the discussion, how can those platforms (or any) be effective?
The next time someone asks you which language, stop the discussion and ask them about the audience they are targeting. If they can’t answer that question, it’s time to take a step back and help them answer the questions above.
Results of first TeleNoticias-LatinoWire Hispanic Social Media Survey
NEW YORK, NY (April 25, 2011) –Hispanic social media programs lag social media programs for non-Hispanic audiences by a two to one margin but are poised for growth, according to the 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey released today in conjunction with Hispanicize.
Results showed that while 92% of those surveyed have social media programs, less than half (45%) have programs specifically targeting the Hispanic market.
“The survey results are not surprising and are in line with our initial hypothesis” said David Henry, president and CEO of TeleNoticias. “Like other areas of Hispanic marketing, social media targeting Latinos is said to be important, but that importance doesn’t translate to actual work being conducted and dollars being spent.”
The survey, conducted by Survey.com in conjunction with a coalition of partners that also included HispanicAd.com and the Hispanic Public Relations Association was executed between March 22, 2011 and April 3, 2011. A total of 202 survey responses were collected.
The most common response when asked about the planning process for social media programs was that there was “No annual plan … most components are defined as the year unfolds.” This was the case for programs targeting both the mainstream and Hispanic markets.
“What can be derived from the survey is that social media is still very much in the formative state at most companies and hasn’t yet become a part of the strategic communications plan, “ said Tom Mulgrew, Vice President of Agency Relations for Business Wire. “I think we can expect that to change in the coming years.”
