HOPE: 16th Annual Latina Action Day

Sacramento, CA. April 21, 2010 - Once a year, Hispanas Organized for Political Equality (HOPE) convenes hundreds of Latina leaders from all regions of California in Sacramento for an annual public policy issues conference, Latina Action Day Sacramento.

This one day conference is designed to facilitate dialogue between corporate and community Latina leaders and elected officials on public policies affecting Latinas in California.

This year, Maria Echaveste was HOPE’s keynote speaker for the Super Charge The Advocate in You Luncheon. Mrs. Echavaste is a UC Berkeley Law School Professor and former assistant to the president and deputy chief of staff to President Clinton.

According to HOPE Latinas in California are advocating for:

1. Improving the college pathway for all students: In 2008, California’s average high school dropout rate was 20.1% (slightly over 1 out of 5 students.) Among Latinos the rate was even higher – 25.5%

2. Removing barriers to good health for all children: 28.1% of children in California are overweight and 75% of these children will continue to be overweight into adulthood.

3. Improving the quality of healthcare for all women: 14.5% of minority women in California either receive late initiated prenatal care or no prenatal care at all.

4. Increasing internet access to all communities: 50% of Latinas still don’t have Internet access.

Latina voters are estimated at 1.6 million in California and have a significant political influence. HOPE.ACT.VOTE. is a statewide initiative that aims to mobilize California’s Latina registered voters to become informed citizens, effective policy advocates, and active civic participants. To know more about HOPE visit

Photo - Maria Echaveste and Sofía Echeverría Keck at HOPE's Luncheon.

Governor Schwarzenegger Opens Office of Economic Development

Sacramento, CA – Governor Arnold Schwarzenegger this past Thursday signed an executive order establishing the Governor’s Office of Economic Development (GoED,) a one-stop shop to help businesses with the information and resources they need to succeed in California.

“California is the best place in the world to do business, and by cutting red tape and streamlining functions, my Office of Economic Development will make the state an even better partner to the economy,” said Governor Schwarzenegger.

To do business in California you must interact with the state in many ways, such as registering, obtaining licenses and permits and paying taxes. At GoED, experienced staff will guide businesses through the various state requirements and help them access state resources.
GoED is open for business and can be contacted toll free at 877- 345-GoED (4633) or at www.business.ca.gov

Photo : Governor Schwarzenegger and Sofia E. Keck at the grand opening of GoED in Sacramento, CA

Hispanics in the News

Monday, December 7 - Most of what the public learns about the Hispanic population comes from event-driven news stories in which Hispanics are one of many elements discussed, according to a studyreleased jointly by the Pew Research Center's Project for Excellence in Journalism (PEJ) and the Pew Hispanic Center.

And from February through August, 2009, only a fraction of the news stories--57 out of all 34,451 studied--focused directly on the life experiences of Hispanics in the U.S.

The event that drove far more of the coverage than any other was the historic nomination of Supreme Court Justice Sonia Sotomayor. The issue of immigration drove less than a quarter as much.

Among the key Findings:
During the six months examined, 2.9% of the news content studied contained substantial references to Hispanics. That was more attention than any other group studied except for Muslims. Nearly all of the Muslim coverage involved foreign affairs, while the majority of Hispanic coverage concerned domestic issues and events.


The nomination of Sonia Sotomayor made up the largest share of this Hispanic-related news, 39.4%, more than twice than of any other storyline. The Mexican drug war came second at 15.1%; the outbreak of H1NI flu (with its origin in Mexico City) was third, at 13.0%.


Immigration, the number four topic, accounted for just 8.4% of the coverage involving Hispanics during these six months. When immigration was discussed, however, Hispanics were the group mentioned most often. Looking at all of the news about immigration, 34% referenced Hispanics, 10 times that of any other ethnic group.


In the small portion of coverage that dealt with the experiences of Hispanics living in the U.S., the most common story line was the effect of the recession. Next was the immigrant experience, after that was population growth and changing demographics, and then the question of fair treatment and discrimination.


Looking at Hispanic figures mentioned in the news, Justice Sotomayor received far more coverage than anyone else. She was a lead newsmaker in 30% of all stories with a Hispanic element. The only other people to garner of the total even one percent were leaders of Latin American countries: ousted Honduran president Manuel Zelaya (1.7%), Venezuelan president Hugo Chavez (1.4%), and Mexican president Felipe Calderon (1.1%).


The degree to which Hispanics are covered in the news varied by media sector. Newspapers gave them then most attention, with Hispanic references in 4.3% of the front-page coverage studied. Hispanics were least likely to be referenced on cable television, appearing in 1.9% of the newshole studied. (Newshole is the percent of total time on TV and radio and space online or in print studied.)

These are some of the findings of a study that examined coverage of four prominent ethnic, racial and religious groups--Asians, Africans/African-Americans, Hispanics and Muslims--in 55 U.S. news outlets including 13 newspapers, 15 cable programs, the 7 broadcast network evening and morning news programs, 12 prominent news websites and 9 news radio and talk programs. This study was designed and produced jointly by PEJ and the Pew Hispanic Center, both of which are projects of the Pew Research Center in Washington, D.C.

Read the full report

Contact:

Mary Seaborn, Pew Hispanic Center
info@pewhispanic.org
202-419-3606
or
Amy Mitchell, PEJ
asmitch@journalism.org
202-419-3650

Hispanic Broadband Access

According to The Hispanic Institute and Mobile Future Hispanics have a strong preference for mobile broadband access. While Hispanics trail other U.S. populations in overall Internet access, they are among the most avid users of mobile broadband. In fact, Hispanics and African Americans lead mobile broadband use
(53% and 58% respectively), with both communities far ahead of Whites (33%).

Hispanics are more mobile than the general U.S. population and, thus, rely more on cell phones. In fact, compared to Americans generally, Hispanics account for more minutes used and for a higher percentage of cell-phone ownership despite their relatively low incomes.

Given that roughly 40% of U.S. Hispanics are born abroad1, in countries where wireless service often is more common than landline phones, the American Hispanic community is more open to mobile broadband than many other population groups. This familiarity makes the leap to smartphones and other connected mobile devices a more intuitive step for many than turning to wired, home broadband adoption and computer usage.

In 2008, Hispanics outpaced the general population in accessing and downloading digital media (music, video, audio, movies, television programs, video games and podcasts), 42% to 35%2.

In many developing countries, there are relatively few traditional telephone landlines due to infrastructure limitations. As a result, cell phone use often eclipses landline usage in many parts of the world.

In Mexico, mobile phones have a 36% penetration rate, compared to only 16% for land lines, and in Chile penetration rates are 60% and 22%, respectively15, with similar rates in most Central and South American countries. As a result, many immigrants arrive in the United States with a propensity for mobile use. Transition to smart phones and other similar devices seems an easy step, which may partly explain why immigrants are more likely to have cell phones even if they have relatively lower incomes than the average U.S. resident.

Additionally, immigrants tend to be more mobile and have greater need for wireless services. Given that roughly 40% of Hispanics are foreign-born,17 it adds to the facility with which Hispanics have migrated to wireless and broadband devices and
services.

The Hispanic Broadband Access: Making the Most of the Mobile, Connected Future is a joint research project of The Hispanic Institute and Mobile Future.􀀁

The Hispanic Market Is Set to Soar by Noreen O'Leary

The 2010 Census will radically alter the demographic map and the rules of engagement between Hispanic and general-market shops

Hispanic Americans continue to grow in number at a rate four times that of the general population, with the 2010 Census expected to show their total rising to nearly 50 million, from 38 million in 2000. And second-generation Hispanics are fast becoming the driver of the group's growth, with 88 percent of Hispanic children born in America, versus 61 percent of adults.

As a result, agencies that market to this segment are finding themselves in a strong position, armed with the skills and techniques to take on general assignments from big-name clients. Meanwhile, in a tight business environment, general agencies are starting to compete for work previously reserved for specialist shops.

Is an already competitive agency landscape set to become even more so?

"In the 2010 Census, we'll see confirmation of a shift from Hispanic consumers who are first generation, where Spanish is the dominant language, to second-generation, bilingual, bicultural consumers. It totally transforms how we market," says Cynthia McFarlane, chair of Publicis Groupe's Conill, a Latino agency. "These are consumers who are as influenced by American culture as the country of origin of their families. There is a new American culture forming, and these consumers are having a tremendous impact on mainstream America."

McDonald's, which sees higher brand loyalty among its Hispanic consumers, has added offerings like breakfast burritos to its national menu. In further evidence of the growing bilingual voice of Hispanic consumers, McDonald's runs ads with Spanish taglines in general-market media, and earlier this year used "Spanglish" in general-market advertising for the Quarter Pounder.

"We know the general market has become increasingly multicultural, with Hispanic music, Hispanic tastes, the Hispanic palate influencing a lot of general-market initiatives," says Cristina Vilella, director of marketing at McDonald's USA. "We lead with Hispanic insights but make sure they appeal to the general market."

That blurring of distinctions within the Hispanic marketplace hints at the changes ahead for agencies and media firms. Hispanics now have about $863 billion in discretionary annual income, more than any other minority group in the country. (As of the third quarter, Americans overall had disposable income of $10.8 trillion.) Agencies argue that spending power is still underestimated and that upcoming Census findings -- expected to be released beginning in early 2011 -- will deliver a wake-up call to marketers.

"It will be a huge eye-opener when we see the growing affluence of the Hispanic marketplace, not just in buying power but also in household wealth," says Conill's McFarlane.

"We have 15 percent of the market but only 5 percent of the marketing dollars," says Ingrid Otero-Smart, CEO of Interpublic Group's Casanova Pendrill. "You're going to see more general-market agencies pursue Hispanic accounts. They didn't care when our budgets were $10 million or less, but now that we are dealing with more robust budgets and theirs are being cut, it's a different story."

Already, Hispanic agencies are extending their reach beyond Spanish-language media. Casanova Pendrill's recent California Lottery TV spots were used in the general market, while San Antonio-based independent Creative Civilization is lead agency for the San Antonio Express News and the San Antonio Spurs. In 2006, Toyota liked a Conill TV concept for the Camry so well, it turned it into a Super Bowl spot.

"There are certain categories, geographies, brands where the Hispanic market is now the general market and the Hispanic marketing strategy will be the overriding strategy," says Alex Lopez Negrete, CCO at independent Lopez Negrete Communications in Houston. "The Census will confirm the cultural pervasiveness of Hispanics. When general-market assignments start going to Hispanic agencies, it will manifest itself regionally first and then move to categories."

And Hispanic agencies have to catch up to their ever savvier consumers: Earlier this year, Forrester Research said Hispanic Gen Y consumers 18-28 are "outpacing" their non-Hispanic peers in the amount of mobile activity and use of features in which they engage. Those young Hispanics are also more interested in technology; Forrester found 72 percent of them said it is important, compared to 44 percent of non-Hispanics.

Mark Gibson, vp of advertising at State Farm, says the insurer's Hispanic marketing is an area of innovation.

"We're doing things in the Hispanic market that are driving things to other targets, platforms," he says. "Our Hispanic efforts are becoming a best-practices center at the company."

Given those new approaches to the marketplace and the threat of competition from general-market shops, many traditional Hispanic agencies will need to reinvent themselves to survive. Last year, after spending 29 years at Hispanic agencies, Simon El Hage joined IPG's Draftfcb in Chicago as group management director of multicultural marketing. "The old ethnic multicultural approach is passé," he warns. "We have to look at integration not just from a channel but from a segment point of view. The reality is that Hispanic agencies got used to working with less. We fell into our own trap, and the expectations marketers have for us, we set ourselves. We've underestimated the sophistication of our consumers."

And that provides opportunities for upstarts like MDC Partners' Adrenalina. The agency says it uses digital executions as a starting point and bases its strategies on a behavioral model. "We speak in culture, not language," says Manuel Wernicky, Adrenalina's president. "Old-school agencies just focus on Census numbers, which are used to divide the whole into granular pieces. We try to understand the complexity of that consumer and how they are changing, regardless of language, whether they're male or female, Mexican or Colombian."

Language does remain an important factor. Some 44 percent of Hispanic consumers say, at home, they speak Spanish only or more often than English; 25 percent say they are equally bilingual; and 31 percent use English only or more often than Spanish, according to research from Synovate and Nielsen. (That last number offers a glimpse of the future Hispanic marketplace: Among second-generation consumers, 93 percent say they are bilingual or English dominant.)

As general-market broadcasters continue to battle audience erosion, Univision, the country's No. 1 Spanish-language media company, posted a 5 percent gain last season. The company owns the most-watched single American TV station among adults 18-49 regardless of language -- KMEX-TV in Los Angeles. Univision also said last season it was consistently within the top five broadcast networks in the U.S., and on many nights it was within the top three.

"We're seeing a tipping point in Spanish-language media," says David Lawenda, Univision's president. "In our recently completed upfront, we saw shares shifting [from the general market] as we brought in new brands. The implications of the 2010 Census are huge. Marketers don't necessarily know the spending power of the U.S. Hispanic population. Their purchasing power makes them equivalent to the 15th-largest consumer marketplace in the world."

General broadcast networks posted a 22 percent decline in the last upfront, while Univision posted a 3 percent gain to $1.24 billion. In categories like quick-service restaurants, Univision posted a 25 percent gain, while consumer packaged goods rose 20 percent, Lawenda says.

Unlike general-market shops, many Hispanic agencies still maintain full-service media departments. That business is also under assault. Media agencies at big industry holding companies have created operations dedicated to multicultural planning and buying. The industry is also seeing more media-only agency reviews, which is not typical in the Hispanic sector.

"The competitive landscape will shift as more people compete for the money," says Danielle Gonzalez, managing director of Starcom MediaVest Group's Tapestry multicultural unit. "The general market has very good [media] buyers, but they might be lacking in strategic insights. You'll see traditional Spanish agencies positioning themselves as saying, 'You might have the [volume benefit of] dollars, but if you don't have the insights or are smart at buying, then what are you bringing to the process?'"

The stakes in those media plans have clearly changed over the past decade. While the 2010 survey is expected to show that two-thirds of Hispanics in the U.S. continue to live in four states -- California, Texas, Florida and New York -- there will be surprising new expansion of the population base.

"In the 2010 Census, we'll see dramatic growth east of the Mississippi in the Southeast corridor. This is going to be a profound game changer," says Don Browne, president of NBC Universal's Telemundo Spanish-language broadcast operations.

Luis Miguel Messianu, president and CCO at Alma DDB, concurs: "This Census will change the perception of what a national Hispanic marketing plan will look like. Now, it's the 15 top markets. The reality is that it has grown beyond that in recent years."

Article source ADWEEK

Senator Harry Reid Helped Designate October 25-29, 2009, National Hispanic Media Week

RESOLUTION

Designating October 25 through October 31, 2009, as ''Na- tional Hispanic Media Week'' in honor of the Latino Media of America.

- Whereas for almost 470 years the United States has benefitted from the work of Hispanic writers and publishers;

- Whereas there are over 800 Hispanic newspapers with a circulation of 17,800,000, and over 550 Hispanic magazines with a circulation of 31,600,000;

- Whereas Hispanic television and radio programs respond to the bilingual needs of the United States Latino population;

- Whereas market research estimates that the reach of Spanish language television is nearly universal;

- Whereas 1 in 8 Americans is served by a Hispanic publication throughout the Nation;

- Whereas the Latino print media generated $1,400,000,000 in revenue last year, despite adverse economic conditions;

- Whereas the Hispanic press informs many Americans about significant political, economic, and social issues of our day;

- Whereas the Hispanic press in the United States focuses in particular on informing and promoting the well being of our country's Hispanic community; and

- Whereas commemorating the achievements of the Hispanic press acknowledges the important role the Hispanic press has played in United States history:

Now, therefore, be it Resolved, That the Senate-

(1) designates October 25 through October 31, 2009, as ''National
Hispanic Media Week'' in honor of the Latino Media of America; and

(2) encourages the people of the United States to observe the week with appropriate programs and activities.

The resolution was presented by Senators Harry Reig (D-NV), Bob Menendez (D-NJ), Jeff Bingaman (D-NM), Mark Udall (D-CO), Michael Bennet (D-CO) y Kristen Gillibrand (D-NY).

Photo: Senator Harry Reid (second from left) at the recent NAHP Media Summit with Judith Martinez, NAHP Region 2 rep; Clara Padilla Andrews, NAHP President; and publisher of the year, Marty Cortinas from La Voz Hispanic.

Biz Tech Day by Edith Yeung

BizTechDay is the largest and most impactful business technology conference in the nation. Its mission is to connect, educate and inspire entrepreneurs. Technology happens fast...This is the ONE event of the year where entrepreneurs catch up on the latest technologies and practical business strategies.

BizTechDay 2009 features an extraordinary lineup of both inspirational speakers and well-renown business experts. It will be held on October 22-23 in Silicon Valley and be streamed live to tens of thousands of entrepreneurs via the internet worldwide. Throughout the day, we will hear from amazing thought leaders, influential business experts, social media mavericks from Virgin America, Comcast, Yelp, Google, Facebook, Elance and many other like-minded entrepreneurs and business owners.

This conference features the top internet and business icons to show you 3 simple ways to use technology to drive your business:

1) How To Raise Money or Get Investors.

2) How To Use Social Media To Increase Business.

3) How To Leverage On Your Website For Marketing And To Drive Sales.

Some of this year's speakers:

Craig Newmark – Founder of Craigslist.org

Tim Ferriss – Author of 4-Hour Workweek

Michael Gerber – World’s No 1 Small Business Guru per Inc Magazine and the New York Times Best Selling Author of the E-Myth

Will Bunker – Co-Founder of Match.com

Kevin Rose – Founder of Digg (Over a Million People follow up on Twitter)

Porter Gale – VP Marketing at Virgin America

Mark O’Leary – Regional VP for Business Services for Comcast

Matt Mullenweg – Founder of WordPress

Kevin Hartz – Paypal Angel Investor

Fabio RosIati – CEO of Elance

Joel Comm – Creator of iFart iPhone App – Over 1 Million downloads

Gary Swart – CEO of oDesk

Randy Williams, Founder of Keiretsu Forum. The World’s largest angel investor network – over $180m invested in 200 companies

Chris Larsen – Founder of Prosper.com

Michelle Broderick – Director of Marketing at Yelp

Justin Kan – Founder of Justin.TV

Ramon Ray – Chief Editor of SmallBizTechnology.com

Alison Covarrubias – Founder & CEO of Hatch Network

And 40+ more thought leaders and successful entrepreneurs

Find out more at www.biztechday.com

Latina Business Strategies Breakfast

Last Thursday (Oct. 15) , in conjunction with the San Francisco Hispanic Chamber of Commerce, NAWBO-SFBA was proud to present the Latina Business Strategies/NAWBO-U Breakfast focusing on providing educational resources to women business owners.

The diverse panel of women entrepreneurs who shared their experiences and tips for navigating and succeeding in this economy was great.

Agenda:

"Growing Your Business in a Down Economy"
This panel, was moderated by Vanessa Robledo of Black Coyote Vineyards and discussed how to shift and create new marketing strategies, how to look beyond your typical target customer for new contracts, how to create strategic alliances with other women-owned businesses.

Panelists included:
Katie Gutierrez – Assistant Match
Jeanne Beacham – Delphon Industries
Edith Yeung – San Francisco Entrepreneurs


"Secure New Contracts for Your Small Business: Demystify the Terminology and Process of Procurement"
This panel, was moderated by Denise Coley of Cisco Systems, and discussed the ways in which small business, micro-business and minority businesses can secure new contracts through the procurement process. Panelists shared their own successes and pitfalls in securing contracts from corporations and government.

Panelists included:
Ginny Velasquez – Team Persona Personnel
Sheila Lewis – Flyin' West Strategic Marketing Resource Group
Miranda Reyes, PG&E Supplier Diversity


Special thanks to Mr. Richard Ventura, president and CEO of the San Francisco Hispanic Chamber of Commerce for providing us once more with an informative event.

U.S. Secretary of Labor Hilda L. Solis and Ambassador of Mexico Arturo Sarukhan celebrate the inaugural “Labor Rights Week” by Jessica Lopez

The U.S. Secretary of Labor Hilda L. Solis and the Ambassador of Mexico Arturo Sarukhan today celebrated the inaugural “Labor Rights Week” that will take place from August 30th to September 4th in 14 cities across the United States.

Labor Rights Week is an important opportunity to ensure that the Mexican community and Mexican workers in the United States are aware of their labor rights. It is a new initiative that brings together the Embassy of Mexico and its consular network in the United States, the U.S. Department of Labor, local authorities, unions, religious groups, and community based organizations with the common goal of better informing workers from Mexico and elsewhere of their rights. Framed around Labor Day, the Labor Rights Week will multiply outreach initiatives developed jointly by participating organizations (through leaflets, posters, press conferences and forums).

“In the past few years, a growing number of immigrant workers were subject to abuse under a mantle of fear that was created by unscrupulous employers that used immigration status to threaten deportation if workers reported discrimination, wage and hour or health and safety violations. We recognize the leadership of Secretary Solis in this issue and believe that joint efforts like Labor Rights Week will strengthen our ability to protect the rights of our nationals abroad,” said Mexican Ambassador Arturo Sarukhan.

“Today we renew our commitment to protecting all workers and welcome this continued partnership with the Mexican government,” said Secretary of Labor Hilda L. Solis. “These efforts will help ensure that all workers are treated fairly and will empower them to seek assistance.”

Joe Hansen, President of United Food and Commercial Workers (UFCW) said, “Our communities and neighborhoods are better, safer places to work and live when all workers know and exercise their rights. Semana de Derechos Laborales is a perfect way to empower Mexican national workers with information and promote full participation in the civic fabric of our nation. The UFCW has been a union of immigrants for more than 100 years and this weeks’ program helps ensure that a new generation of workers has the resources to have their voice heard on the job.”

Events for this inaugural Labor Rights Week will be held in the following cities: Atlanta, Chicago, Dallas, Fresno, Houston, Los Angeles, New York, Phoenix, Sacramento, Salt Lake City, San Diego, San Francisco, San Jose, and Washington D.C.

These events include: a National Opening event held today in Los Angeles where Secretary Solis was joined by local and community leaders; an information telethon on Labor Rights in Dallas; the unveiling of a permanent Labor Window in the Consulate of Mexico in Chicago with the presence of Joe Hansen, International President of the UFCW; the screening of a film related to labor rights in New York; Community Fair in Phoenix; and workshops on Labor Rights in most participating cities and consulates, among others.

Jessica Lopez
Comunicacion Social / Press Attaché
Consulate General of Mexico in San Francisco
jlopezm@sre.gob.mx
consulado.mexico.sf@gmail.com

"Latinos A Morir" (LAM) Means Business by Giovanni Gonzalez

The concept of Latinos A Morir started out as a gathering of friends at a house in Berkeley in 2001. Although the initial group of friends had different majors, ethnicity, and nationality, we all had a key values in common: ambition, care for our community, love of life and Latin American culture.

Now, LAM consists of 2,700+ members and we all come from very diverse backgrounds: country of birth, industry, age, hobbies, etc. However, we all share the same values from that initial group of friends back in 2001.

For this reason, LAM is adding opportunities for our members to interact at a more personal and professional level than just dancing. [Don't worry, that will never change!]

Latinos A Morir has partnered with Hispanics Mean Business to provide intimate events for those interested on personal growth, community improvement, and professional success.

Hispanic Business Owners gathered at the 30th Annual CHCC Convention

The California Hispanic Chambers of Commerce (CHCC) hosted its 30th Annual State Convention on August 19-22, 2009. This year’s convention took place at the U.S. Grant Hotel in San Diego, California. The CHCC is the fastest growing regional organization in California.

The goal of this convention was to address issues of relevance to more than 720,000 Hispanics businesses and over 65 local Hispanic chambers in California. Some of this year’s speakers included Jim Steeg, COO San Diego Chargers, Moctesuma Esparza, Chairman and CEO Maya Entertainments Group Inc, California Latino Water Coalition (CLWC) Chairperson -actor and comedian- Paul Rodriguez, and Chairman of the CHCC Ken Macias.

“As Hispanic business ownership continues to rise, it is important that we work together to have our voice heard from the boardrooms of corporate America to the halls of government. This convention serves a valuable role in making that happen,” said Joel Ayala, President and CEO of the CHCC.

The convention featured business procurement/matchmaking sessions with companies such as Hyundai, Sate Farm, PG&E, Sempra, AT&T and more. Some of the corporate sponsors of the convention were Wells Fargo, Verizon, Aetna, Walmart and South West Airlines.

The four day convention was a great opportunity for relationship building with chambers, businesses and corporate partners. With a number of events and workshops catered specifically to the concerns of Hispanic business-owners new entrepreneurs had the chance to learn from successful business veterans. As a young business owner, I felt honored to be part of this experience. Next year’s convention will take place in Los Angeles, California.

Hispanic Heritage Month ROI

In September 1968, President Lyndon B. Johnson proclaimed National Hispanic Heritage Week. Twenty years later it became a month-long celebration (Sept. 15 – Oct. 15). During this time, America celebrates the culture and traditions of those who trace their roots to Spanish-speaking countries.

The month of September is a historically significant one for many Latin American countries. September 15 is the anniversary of the independence of Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence on September 16 and 18.

With over 45 million Hispanics in the U.S., it is crucial for marketers to be aware of this important time of year for Hispanic culture. Hispanic Heritage Month presents an opportunity for businesses to integrate themselves into this growing community by showing support. It is important that this support not be seen as token, and one of the best ways to do this is via sponsorship.

There are many levels of sponsorship, so businesses of all sizes can participate in supporting Hispanic Heritage month. No matter who you are or what you sell, there is a place for your brand in the Hispanic community, especially during this time. Hispanics have a strong sense of loyalty and reciprocity, so if you genuinely give to the Hispanic community, rest assured that you will get back. Your ROI will skyrocket if you get creative and position your support strategically during this month.

Hispanic Heritage Month means a great deal to Hispanics. It is the culmination of years of efforts at recognition by American culture. Integrating yourself into the Hispanic market by supporting Hispanic Heritage month could very well set you apart from other brands. Those who support Hispanic Heritage Month appear to be sincerely supporting Hispanic heritage, and not just supporting their own business. Contact me for more information about the numerous opportunities to take part in this special time of year for Hispanics.

"Hispanics Mean Business" on Meetup.com

Networking and Latino Business Owners

A few weeks ago I wrote about "Hispanics Mean Business - Professional Group." HMB was featured in today's E-News of the Latino Journal Magazine.

July 27, 2009 Issue No. 49

Latinos and the Economy

Networking helps Latino business owners stay afloat, grow
By Adrian Peréz

"With double-digit unemployment and businesses closing their doors throughout the nation, Hispanic business owners are learning the power of "teaming" and "networking" to create opportunities for one another and establish strong referral services to ensure continued prosperity. This isn't new for numerous Hispanic chambers of commerce that conduct business mixers and business matching services to their members. But, not all Hispanic business owners are members of chambers of commerce, allowing an opportunity for other groups to create networking opportunities. Such is the case for a small, but growing group out of San Francisco, California called "Hispanics Mean Business" (HMB).

Launched by Sofia Keck, a principal of Sell It In Spanish.com, HMB has grown legs among the many professionals and business owners seeking ways of staying in business. The organization meets, informally, on a regular basis and each member is encouraged to conduct a 20 minute discussion about their business or expertise and sharing what has and has not worked for them with those in attendance. The discussion leads to additional ideas and options that the presenter may not had thought of, including teaming with like businesses where mutual growth is promoted.

"The economy is pushing us to look for ways to remain successful," says Sofia. "Through referrals, teaming and self-promotion, we will find an effective way so you can implement your product or service continuously, and that is our goal."

HMB has become an exclusive resource for Hispanic professionals around Northern California to build connections and receive event invitations, receive presentations from experts in different industries and create opportunities to generate more business.

HMB members are leaders, business owners, entrepreneurs and influencers who are proactive in achieving personal growth, community improvement and business success.

The informal sessions allow the members to:

Promote themselves or products as needed, discussing "Why people should afford to work with you right now?"
Promote themselves or products as a solution, focusing on "Right now people need to survive and want to see fast results so they might not be thinking about long term investments."
Promote themselves or products as a support, understanding that having new ideas is great but right now people may not have the time and budget to "explore" those ideas, making it necessary to maximize time and effort invested.

"When you network you get a chance to shake hands with potential clients, potential partners and potential friends. To me, this sounds like a good investment," adds Sofia.

For more information, contact Sofia Keck by visiting www.sellitinspanish.com."

Spanish-Language TV Ratings by TeleNoticias

The latest news about Univision dominance in the 18-34 year-old demographic is another reason to be paying attention to the Hispanic market, if you’re not already doing so.

For the week of June 15, Univision beat out all other broadcast networks, English and Spanish, for ages 18-34 on Tuesday, Thursday, and Friday nights. In the highly coveted Thursday 10 pm slot, Univision’s “Mujeres Asesinas” (“Ladykillers”) beat out the top English competitor CBS by 72% for adults ages 18-34. For primetime, Univision was #1 on Friday among adults ages 18-49. This week wasn’t the first time Spanish programs have beaten ABC, NBC, CBS, Fox and the CW. In fact, Univision has been #1 on 33 Fridays during the 2008-2009 television season! Yes, 33 times!

Spanish-language programming has dominated ratings in the past, but it is happeing more frequently and its current success is a stark contrast with other major networks.

This season, English language broadcast networks are having some of their worst ratings ever. Meanwhile, this week brought Telemundo its highest novella ratings ever. These results extend to news as well: Spanish local news at 6 and 11 pm is averaging higher viewership than ABC, CBS and NBC`s local newscasts combined among Adults 18-34 in major U.S. markets.

Why is this happening? Go to complete post

The Latino Coalition: Fostering Hispanic Businesses

San Francisco - July 15, 2009. The Latino Coalition (TLC) is a non-profit organization based in California, with offices in Washington, DC and Mexico. The organization was established in 1995 to address policy issues that directly affect the well-being of Hispanics in the United States.

TLC came to San Francisco for an executive briefing with panels of discussion about finding new customers in tough times and about strategies for improving Latino healthcare in America.

Hector V. Barreto, Chairman of The Latino Coalition and Jose Gonzales, Co-Chair from The Latino Health Care Task Force served as moderators and contributed with great remarks about economic empowerment, healthcare and education.

“You can’t do anything important by yourself” – Hector V. Barreto

By the end of the event we had learned about how accidental entrepreneurs are our new competition, about how with every problem there is an opportunity and about how winners are the ones that don’t quit.

Some of the vendors present at the event were HP, American Airlines, Intuit, PG&E, Empyrean Insurance and Newtek Insurance. It was an exciting and informative event.

For more information about TLC you can visit their site http://www.thelatinocoalition.com/

Hispanics Mean Business - Professional Group

Hispanics Mean Business (HMB) is projected to be the number one resource for Hispanic professionals around the Bay Area to network and learn from others.

As a member of HMB you will:

Receive and Provide

- Referrals and Leads
- Information about Job Openings
- Discounted Products and Services
- Networking Support
- Seminars on topics such as: Self Promotion, Social Media, Networking and More

Every meetup will have featured members. As a featured member HMB will provide you with the opportunity to promote your business beyond your 30 second pitch.

Build connections, build awareness, boost your business and improve the community.

Join Now! FREE!

Don’t make the same mistake others have, Sell it in Spanish!

"After marketing its Chevy Nova to the Spanish-speaking population, General Motors learned “Nova” literally translated into “It does not go.” Would you want to market an automobile as the car that “does not go”?

Hoping to highlight the elegance of flying with American Airlines, the company initially advertised its newly designed leather seats by asking Mexicans to “Fly in Leather.” Though the company delivered its message accurately to most people in Latin America, its “Vuela en Cuero” catch phrase had a different meaning in Mexico. In this country, American Airlines did not ask Mexicans to fly in leather, it asked them to “Fly naked.”

More recently, the California Milk Processing Board aired its catchy “Got Milk?” commercials to Spanish-speakers before realizing this phrase translated into, “are you lactating?” Most important, it learned that the dramatic skits that often accompanied its “Got Milk?” phrase were simply not funny for Spanish-speakers and that they considered comedy associated with the idea of running out of milk of poor taste. To reverse this message and to put a positive spin on its publicity, the California Milk Processor Board switched to a publicity campaign that revolved around “family, love, and milk.”

To avoid these types of mistakes in your publicity, contact Sell it in Spanish."

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ABOUT THE GUEST BLOGGER Julio Moreno, PhD., is an associate professor and Co-Director of the Center for Latino Studies in the Americas at the University of San Francisco. Dr. Moreno is the recipient of awards like the Fellowship for the Study of Advertising and World Culture from the Library of Congress where he received a position as a visiting scholar in 2003-3004. He is also the recipient of the 2009-2010 visiting scholar fellowship for the study of globalization at the Institute for Historical Studies at the University of Texas in Austin.

Dr. Moreno is author of articles and books, including Yankee Don’t Go Home!, a book on the impact of Mexican nationalism and American business culture in Mexico. He is currently writing two books: One looks at the fascinating history of Coca-Cola in Latin America and the other deciphers the nature of American business and diplomacy in Latin America during the Cold War.

Dr. Moreno is a noted presenter of topics related to Latin America, U.S. business and diplomacy in the region, and the Latino community in the United States. He has granted numerous interviews to various television and radio stations that include CNN, ABC, CBS, NBC, Univisión, and Telemundo. Dr. Moreno has also offered many interviews to U.S. and Latin American newspapers and news agencies like the Associated Press. Additionally, Dr. Moreno has worked as a business consultant in marketing for Harcourt Publishers and has served as a subject matter expert for the Coca-Cola Company.

"The Hispanic Fact Pack: What's Up (and Down) in the U.S. Hispanic Market"

If you are looking for some data about Hispanic advertising and marketing "The Hispanic Fact Pack" is a great resource provided by AdvertisingAge also known as AdAge.

AdAge delivers news, analysis and data on marketing and media.

The supplement is well organized and cuts down to the point: numbers. It is also filled with award winning ads which makes it even more interesting to see.

Enjoy!

Download the fifth-annual Hispanic Fact Pack here