Month: July 2009

Data-driven advertising

Hispanic Revenue Opportunity In The Financial Sector – Which Bank is The Most Preferred One?

Financial services have started to reach out more and more to Hispanics in the US. To examine the “invested” and “banked” from October 2008 through April 2009, Knowledge Networks conducted a further survey of 28,754 nationally representative general population online interviews, of which 2,511 were among Hispanics, on the topic of financial services. For all…
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July 30, 2009 0

Ethnic Groups Interest in Organic Food On The Rise

The current trend of eating healthy, organically-grown food is a very positive thing not only for the good it’s doing to the environment but also to the fact that organically grown food many times tastes much better (we’re not food critics at Joinville but we do enjoy a good meal). The Organic Trade Association (OTA)…
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July 30, 2009 0

Word-of-mouth Spending Hits USD 1.5 Billion

We’ve written about the importance of word-of-mouth communication in multicultural marketing before and it seems that the overall interest in this channel is increasing. PQ Media this week says that word-of-mouth marketing spend hit $1.54 billion last year. While most traditional channels saw spending slow, outlays behind w-o-m tactics including buzz, influencer, community and viral…
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July 30, 2009 0

Famous (Multicultural) Marketing Blunders

Famous Multicultural Marketing Blunders 1. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux.” 2. Coors put its slogan, “Turn It Loose,” into Spanish where its translation was read as “Suffer From Diarrhea.” 3. Clairol introduced the “Mist Stick”, a curling iron, into German only to find out…
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July 29, 2009 0

Hispanic Fact Pack 2009

In case you missed it – Advertising Age released it’s annual Hispanic Fact Pack 2009 Edition this week.


July 29, 2009 0

Reaching Hispanic audiences through mobile communications

David Henry from TeleNoticias, is interviewed on PRSA about the mistakes that marketers make in trying to reach Hispanic audiences, the need to build a Hispanic audience through mobile communications and the importance of targeting Spanish-language media outlets. Read the full piece here.


July 28, 2009 0

Cable TV Operators Use Video On Demand Platform to Reach Ethnic Viewers

While most cable operators offer some form of ethnically-targeted tier of linear networks and content, they are increasingly turning to video on demand to attract and retain multicultural subscribers. Using a mix of fee-based and free on-demand content, Comcast, Cox Communications and Time Warner Cable are targeting language-specific and ethically tinged VOD packages to a…
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July 28, 2009 0

How To Grow Your Multicultural E-Commerce Business – Lessons Learnt

How can you grow e-commerce by targeting the 25 million Hispanics online? MediaPost looks at a case study comparing two major retailers (Home Depot and Best Buy) and how they managed their “U.S. Hispanic” sites. Read the comparison here.


July 26, 2009 0

Pew: Mobile Web Use Growing Fastest Among African Americans, Hispanics

The latest report from the Pew Research Center’s Internet & American Life Project finds that African-Americans are the most active mobile Internet users, with nearly half (48%) having at one time accessed the Web on a handheld device. And almost one-third (29%) typically use their cell phones to go online each day. Both figures are…
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July 26, 2009 0

You Want Me, and You Don’t Even Know It (…Yet).

Written by Ashna Shah and Edited by Charlotte Blumenfeld Attention: Brand managers! From: a multi-influential consumer Hello! I am Indian. Asian-Indian, not Native American-Indian. The two can be confusing to those of you not paying attention. So pay attention. I am a woman. I am in your stores, clocking through your websites, watching your commercials.…
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July 23, 2009 0