Archive for the ‘bicultural’ Category
Wednesday, December 1st, 2010
Papiblogger
PapiBlogger is the nation’s first bilingual web site devoted to showcasing creative parenting tricks for fathers and mothers. Together with its Facebook fan page and its Twitter page , the bilingual blog serves as a forum for parents to share creative parenting ideas for children ages infant to young adult. PapiBlogger is also the first parenting blog written by Latino father in the U.S.
PapiBlogger is the brainchild of entrepreneur and former Hispanic PR Wire founder Manny Ruiz. The blog is part of Hispanic Media Trainers, LLC, the holding company of the Hispanic PR Blog and of the annual Hispanic PR & Social Media Conference.
Manny Ruiz
PapiBlogger
Tags: Blogs, parenting
Posted in bicultural, Blog Showcase, Blogs, Hispanic, HispanicPR, parenting | Comments Off
Tuesday, November 30th, 2010
By Andy Checo, Edelman Multicultural
Mexican author, Octavio Paz once wrote “I am not at the crossroad: To choose is to go wrong.” That is exactly the mindset of bicultural Latinos. We have no need to choose. We are from here and from there. We listen to Lifehouse and to Chino y Nacho. We are fans of football and of fútbol. Bicultural Latinos are a testament to a new Latino culture, shifting from one side to the other, from English to Spanish.
In public relations, reaching a target consumer is only effective if there are media channels available to connect with the consumer. Although social media has change this by enabling brands to build communities with a define target audience, it is still important to relied on traditional media outlets to engage consumers. Media outlets are evolving; no longer is a TV channel just a TV channel or a print publication just print publication. This new evolution of media should give us an opportunity to better engage with bicultural Hispanic. But are media outlets taking advantage of this opportunity?
Broadcast networks are a great example on how bicultural Latinos are starting to become the focus for industry growth. While the English language networks are losing ground to Univision, those same networks are also the ones making the most effort in attracting bicultural Hispanics. For example, ABC has tapped into Salma Hayek, who executive produced Ugly Betty, an adaptation of the Colombian telenovela Betty La Fea, for another project inspired by Argentinean series Los Roldan. In addition, the networks keep tapping into Hispanic talent like Sofia Vergara in Modern Family, Adam Rodriguez in CSI Miami and Eva Longoria in Desperate Housewives to further attract Hispanic viewers.
(more…)
Tags: bicultural, culture, Hispanic, HispanicPR, Latino, Media, television
Posted in bicultural, culture, Hispanic, Hispanic marketing, HispanicPR, Latino, Media, television, Uncategorized | 1 Comment »
Thursday, December 17th, 2009
Hispanic business owners are an important part of the Hispanic market. Census research has shown Hispanic-owned businesses are growing at three times the national average. The latest figures show that one of every ten businesses in America is run by a Latino. By 2010, it’s predicted that there will be 3.2 million Hispanic-owned firms in the U.S., altogether generating $465 billion annually.
The majority of these are small businesses with annual revenues under $250,000. They range from local restaurants, to hair salons, construction companies, and mechanics. Such businesses are key to the growth of the Hispanic middle class.
Then there are some 1,500 larger firms estimated to have 100 employees or more, manufacturers and large-scale construction contractors, chains of Hispanic-related grocery stores, and firms with real estate holdings in the U.S. and possibly Latin America. Altogether, these businesses generate about $42 billion annually in gross revenue. Many are started from scratch, with borrowed money or foreign capital.
(more…)
Tags: Business, Census, census bureau, entrepreneur, Hewlett-Packard, Hispanic, HispanicPR, immigrant, Latino, Palladium Equity Partners, private equity
Posted in Affluent, bicultural, Brand, Business, Census, census bureau, culture, entrepreneur, Hewlett-Packard, Hispanic, Hispanic 101, HispanicPR, immigrant, Latino, Palladium Equity Partners, private equity | 5 Comments »
Wednesday, August 19th, 2009
As we’ve discussing in this blog, when targeting a specific market (like the Hispanic market), we need to fully understand the market and its characteristics. Through our “Hispanic 101” series, we’ve worked to give a better understanding of the Hispanic market’s size, its buying power, consumer habits, and other characteristics.
One frequently misunderstood thing about Hispanics is that the word “Hispanic” refers to an ethnicity, not a race. We often read reports that speak about “white” “black” and “Hispanic” populations as if they were three different groups, when in fact there are white Hispanics, black Hispanics, Asian and American Indian Hispanics and others, all united by a link to a Spanish-speaking country.
The term “Hispanic” was created by the U.S. Census Bureau in the late 70s to cover those of Spanish-speaking origin, and the term has caused many debates.
(more…)
Tags: Census, culture, Hispanic, HispanicPR, Latino
Posted in bicultural, Census, culture, Hispanic, Hispanic 101, HispanicPR, language, Latino, Population, Spanish | 10 Comments »
Tuesday, August 11th, 2009
Reaching the Hispanic market requires more than a change in language: it requires a change in approach to match the Hispanic culture. This week, Daniel Marrin, an associate at TeleNoticias, shares a success story of a business that changed its approach to reach the Hispanic audience.
Years ago, I worked for St. Charles Catholic Church, in Arlington, VA, a socially progressive church where I organized aid to the poor and advocacy on political issues. Our congregation was full of community activists, young and old, and we regularly held discussions on poverty, Iraq, interfaith dialogue, and many other topics.
Though we had a thriving Spanish-language mass, overcrowding our pews and filling our hallways, our talks attracted very few members of our Latino community. It wasn’t just a matter of language either, since many of our Latino congregants were bilingual.
Our pastor became concerned that our Latino congregation was being divorced from this aspect of our parish life. So, he called for talks just for the Latino community, on issues concerning them.
These Latino talks were organized the same way as all others: a list of topics was generated, based on current affairs; speakers were called; and events were scheduled for after the Spanish mass.
(more…)
Tags: culture, Hispanic, HispanicPR, language, Latino, Spanish
Posted in bicultural, communications, culture, Hispanic, HispanicPR, language, Latino, Spanish | 1 Comment »
Friday, July 17th, 2009
A recent Nielsen Consumer Insight study compared the success of different types of ads in the Hispanic market. Nielsen focused on Hispanic bilinguals, those who reported using Spanish and English “equally”, on the “likeability” of different television ads they saw. First, they compared likeability for Spanish and English language ads for the same product. Spanish-language ads rated 62% on likeability, while English scored 41%. The subjects also had 8% higher brand recall of Spanish ads.
Then Nielsen examined different kinds of Spanish ads. One type they looked at were “translated” spots, where the execution was the same as it had been in English, but dubbed or translated. Translated ads scored higher brand recall than English ads, as you’d expect.
(more…)
Tags: Add new tag, bicultural, culture, Hispanic, HispanicPR, Latino, Spanish, translation
Posted in bicultural, communications, culture, Hispanic, HispanicPR, language, Latino, Spanish, translation | 8 Comments »
Friday, June 5th, 2009
It’s almost impossible, if not insulting, to try to speak of a generic Hispanic culture in the U.S.: Hispanic culture is inherently dynamic and hard to classify. There are constantly new waves of Hispanic immigrants, more than 20 different countries represented, and huge differences between generations. Anyone who seeks to market to this audience needs to appreciate its complexity.
First, let’s discard with stereotypes. Most Hispanics are not recent immigrants to this country: in fact, the majority of Hispanics in the U.S. – three out of five – are native-born citizens. The last census showed that the biggest group in the Latino population is Generation Y, those between 5 and 24 years old.
As you might expect, there’s a stark contrast in English ability between Hispanic immigrants and their native born children. Among Hispanic immigrants, Puerto Ricans and South Americans are most likely to claim English proficiency, while Mexicans are the least likely. According to a Pew Hispanic Center Report, only 1 in four Hispanic immigrants report being able to speak English well. But that number jumps to 88% for US-born Hispanics 18 and over.
(more…)
Tags: bicultural, culture, Hispanic, HispanicPR, language, Latino, Spanish
Posted in bicultural, Census, culture, Hispanic, Hispanic 101, HispanicPR, language, Latino, Population, Spanish, Uncategorized | 5 Comments »