Hispanic Market Overview 2016 SponsorsPRESENTING SPONSOR
By Adam R Jacobson
Fantástico, which rolled out in June by multicultural marketing and promotions firm Schramm Marketing Group, will be rolling out an extensive out-of-home and experiential marketing campaign in parts of New York City next week.
The effort aims to promote Fantástico as a free, hyper-local Spanish-language portal providing users an alternative to platforms such as Ticketmaster, which are geared toward users who are comfortable with searching for events and making purchases in English.
Strategically placed advertisements will appear on select New York City Subway platforms, based on Hispanic population data, and on the No. 7 line, which connects Midtown Manhattan to Flushing, Queens and travels through what is now a heavily first-generation Hispanic borough. In recent years, Bud Light advertisements on the train line appeared in Spanish. Roosevelt Avenue, a major transit junction just south of LaGuardia Airport, is now heavily populated with Mexicans from Puebla state, in addition to Central Americans. The No. 7 line also travels to Citi Field, home of the New York Mets, and the tennis facilities used for the U.S. Open.
The subway ads will be accompanied by digital advertisements in key Hispanic media; specific platforms were not disclosed by Fantástico.
Street teams will also be employed to target Hispanic consumers and show them how the Fantástico platform works. These individuals are set to be deployed for New York Cosmos home matches at Hofstra University’s James M. Shuart Stadium, and at select Hispanic cultural and sporting events across the Tri-State area.
The Fantástico platform—www.Fantastico.nyc—is advertiser-supported, and advertising currently features a contest with weekly prizes of tickets to popular events.
“Our strategy is to communicate Fantástico’s message in places where our consumers are most likely to have a smartphone in their hand,” said Joe Schramm, founder of Schramm Marketing Group. “The campaign was designed to reach sports and entertainment fans where they live, work and commute and in their native language.”
Despite research that shows a diminishing number of Hispanics who only read Spanish, Fantástico does not have an English-language platform. As Schramm Marketing Group explains, Fantástico is designed to serve Spanish-dominant ticket buyers who have had to resort to waiting in line at a box office or in a local ‘tienda’ retailer to get tickets to an event.
Furthermore, Schramm Marketing Group claims Hispanic consumers contribute to a high drop-off rate in ticket transactions once they reach the English-only checkout page of all other ticket sites.
In comments made exclusively to Hispanic Market Overview, Schramm said, “There are a number of reasons for a Spanish-only site, but the most compelling is that there is a true business opportunity here to serve a consumer segment that is currently unserved by the leading online ticket retailers.”
He added, “Our years of experience in promoting ticket sales to Spanish-speaking Latinos showed us that there is a significant portion of ticket buyers who are uncomfortable making an online ticket transaction in English. So, Spanish speakers must resort to buying tickets at the box office or from a local walk-in retailer. It is not very convenient, and denies them an equal opportunity to get the better choice of seats when tickets first go on sale.
“On the other hand, Bilingual Latinos who are comfortable with English have a wide variety of English-language options for online ticket transactions,” Schramm noted. “So, to have developed a bilingual site would have increased the number of competitors as well as the cost for marketing in two languages when, in fact, our core target provides us with enough potential customers to sustain a profitable business. We simply looked at Spanish-language TV, radio and print media as a barometer of our potential success.”
By Adam R Jacobson
LOS ANGELES — The return of the National Football League to Southern California will now be further enjoyed by fans who prefer to consume their play-by-play coverage en español via their AM radios.
The L.A. Rams, who are returning to Los Angeles with the 2016-17 season after moving to St. Louis after the 1994-95 season, this afternoon announced that it has reached an exclusive rights agreement with Lotus Broadcasting’s KWKW-AM 1330 — the ESPN Deportes Radio affiliate serving Southern California.
The pact makes ESPN Deportes Radio 1330 the team’s official Spanish-language flagship station.
All preseason, regular season, and postseason games will air on the station.
“We are pleased to partner with KWKW to bring Rams football to our Hispanic fans across California and beyond,” said Los Angeles Rams COO Kevin Demoff. “Through high-quality production and exclusive programming, KWKW will help make our games accessible to all Rams fans for our exciting return back home to Los Angeles.”
The Rams Spanish game-day broadcasts will feature six hours of programming, including a two-hour pregame show, play-by-play commentary and analysis, and a one-hour post-game show. In addition, ESPN Deportes 1330 will air a variety of ancillary Rams content, including regularly scheduled “Rams Reports” and “Lets Talk Rams” call-in talk segments specifically tailored for fans that prefer to consume Spanish-language media.
Lotus’ Jim Kalmenson, who oversees KWKW and the station’s partnership with ESPN Deportes Radio, called the selection of his station as the Rams’ Hispanic flagship “monumental.” He said, “Our Rams broadcast promises to be a huge attraction to both our listening audience as well as our sponsors. We are excited by the Rams’ genuine commitment to be involved with, and to serve, the Hispanic community.”
KWKW will produce and distribute broadcasts across what is being billed as the Rams Spanish Radio Network. Two Lazer Broadcasting stations – KOXR-AM 910 “La Mexicana” in Oxnard-Ventura and KCAL-AM 1410 “La Mexicana” in Riverside-San Bernardino, join Lotus’ Spanish Contemporary Pop KMJE-FM “Vive 92.1” in Sacramento and the broadcaster’s ESPN Deportes Radio affiliates KWAC-AM 1490 in Bakersfield, KGST-AM 1600 in Fresno and KENO-AM 1460 in Las Vegas in airing all Rams-related programming.
In addition to KWKW’s main signal, Rams programming will air on ESPN Deportes Radio simulcast partner KTMZ-AM 1220 in Pomona, serving the San Gabriel Valley east of downtown L.A.
The coverage area is intriguing, as the San Joaquin Valley and the greater Sacramento area is unabashedly full of Oakland Raiders fans, in addition to fans of the San Francisco 49ers. However, the NFL tends to allow radio coverage of nearby teams from opposing conferences without opposition. For instance, WMEN-AM 640 in West Palm Beach airs Tampa Bay Buccaneers games even though it covers much of the Miami Dolphins’ home market as the Buccaneers are in the NFC and the Dolphins are in the AFC. The 49ers do not have NFC exclusive rights in these California markets.
In expressing his excitement to be part of the Rams Radio Network, Radio Lazer owner Alfredo Plascencia said, “Hispanics love professional football, and we are very excited to bring one of the most dynamic sports franchises in history to our listeners in Oxnard and Riverside-San Bernardino.”
As has been shown in recent studies on the U.S. Hispanic sports fan, the NFL ranks as the most popular sport among all Hispanics. However, when viewed by language of preference, the NFL has lagged among Latinos who prefer to communicate in Spanish.
Kalmenson and the ESPN Deportes Radio 1330 team now have the opportunity to make an impact, while strengthening its presence as the radio leader for Hispanic sports fans in the region. In addition to the Rams, KWKW will continue to serve as the flagship station for the Los Angeles Lakers, Los Angeles Clippers, L.A. Galaxy, and Los Angeles Angels of Anaheim. In the event of conflicts, KTMZ serves as the alternate over-the-air broadcast home.
By Adam R Jacobson
In 1958, Mr. Clean made its debut as a household cleaning brand. Six months after its first radio and TV campaign, it became a top brand and entered the Canadian market.
Now, in a nod to its first creative effort, the Procter & Gamble Co. brand is bringing back its original Mr. Clean jingle in both Spanish and English in the form of a new spot.
Both :30 and :15-second versions are available to radio and TV, and as pre-roll in cinemas and digital video providers.
The English-language spot shows various household scenes in which Mr. Clean takes care of messes: A dad is wiping off a child’s illustration from a white living room wall; a male roommate cleans the countertop of his apartment with his buddy giving Mr. Clean a high five; a daughter playing in her doll house is seen with her mother singing Mr. Clean’s praises; a woman with numerous pets is shown mopping with Mr. Clean; a heavy metal band sings a refrain of the jingle; an African-American woman opens the shower curtain to find her husband scrubbing the bathroom tub with Mr. Clean; a man is bathing in a tub (likely not filled with the household cleaner), in a clean bathroom; a mom is seen with a baby dressed like Mr. Clean on a kitchen counter; a Latina entering an attic space where Mr. Clean is happily singing; a glimpse of the original 1959 commercial; and a neighborhood shot featuring all of the happy family members seen previously.
Both the :30 and :15 were created by Leo Burnett Canada and produced by Skin and Bones, Against All Odds, Eggplant Productions and The Big Picture.
The Spanish-language spot is identical, with a Spanish-language version of the jingle accompanied by in-language on-screen messaging.
Kevin Wenzel, who serves as P&G’s Associate Brand Director for North America, did not directly address his company’s decision to go with a translation when asked by Hispanic Market Overview.
He tells Hispanic Market Overview that the spot “is a celebration of the brand’s heritage designed to appeal to today’s ever-changing modern demographic.” He adds that his team discovered that there was “something magical” in the original 1958 jingle. “We then recognized that there was a uniquely ownable and relatable campaign in the jingle that could span not only generations, but demographics, so we explored modernizing it,” Wenzel says.
P&G’s decision to go with a translated spot for Mr. Clean’s “retro” campaign comes following the debut earlier this week of new creative for sister brand Old Spice featuring a relatively unknown Mexican actor and model that P&G hopes will resonate with Hispanic millennials. That spot was shot in English.
A representative of Citizen Relations, which handles public relations for Mr. Clean, notes that Publicis’ Leo Burnett and its Hispanic market specialty shop Lapiz maintain the Hispanic advertising assignments for the Mr. Clean brand.
Yet as of August 2014, Lapiz chiefly worked on P&G brands Always, Gain, Clearblue and Vidal Sassoon.
In 2010 Lapiz won two Golden Lions in Cannes for its Spanish-language radio spots produced for P&G’s Bounty brand — “Battle.”
By Adam R Jacobson
Some 72% of lower-acculturated Hispanics are tablet owners who use the device to go online and access apps, making them more likely than acculturated Hispanics to use this type of device to access the internet.
That’s just one of the key findings revealed yesterday in a webinar presentation focused on the behavior of online Hispanics from Entravision Communications-owned Pulpo Media, a digital advertising platform.
Yet, acculturation is not a factor when it comes to the desire of mobile online Hispanics to download a Spanish-language app. According to Pulpo, which partnered with ThinkNow Research, all mobile online Hispanics would download a Spanish-language app.
Pulpo offered no insight into what type of Spanish-language app those surveyed would like on their tablet or smartphone. However, all Hispanics queried noted that game apps, social networking apps, and music apps were the most popular types to be downloaded. The types of apps downloaded the fewest number of time among the Hispanics surveyed include travel, sports and business.
While lower-acculturated Hispanics are most likely to use a tablet to access a mobile app, it should be noted that some 15.8 million tablet owners are mobile online users. This compares to some 27.6 million smartphone users who are mobile online users.
With some 46.3 million Hispanic mobile phone users, this illustrates a gap between what may be available to this consumer group and what is within their monthly budget for the services they wish to receive. Tablets offer easier online access to multiple family members, as the devices are more likely to be shared than a smartphone. The cost for going online could be tied to a home internet package, or access could be gained through a public wi-fi network. In contrast, smartphone use among some Hispanics could be through a pay-as-you-go service, therefore limiting the level of services available on their phones. Furthermore, some Hispanics may have data limits on their plan, and may not wish to deal with overage costs through the continued access of mobile online apps.
Early Prime The Right Time
While social media has determined that the hour just before lunch is the best time for marketers and PR professionals to reach people on Twitter and Facebook, Pulpo and ThinkNow research shows that the top app engagement time is between 6pm and 9pm.
No insight was presented as to why this time frame was the most popular for app users. However, it is likely that many Hispanics are using these devices pre- and post-dinner time to catch up on the news, information and entertainment they may have missed while on the job all day.
How many apps on average do Hispanics have on their mobile devices?
According to Pulpo and ThinkNow, Hispanic mobile online users average 29 total apps across all devices. Among Hispanic mobile online users aged 18-34, an average of 33 total apps can be found across all devices.
Paging Jim Stengel.
You wouldn’t approve of this garbage, would you?
In case you have no clue who Jim Stengel is, this legendary marketer served as Procter & Gamble Co.‘s Global Marketing Officer until fall 2008, when he spoke in Orlando, Fla. at the ANA Masters of Marketing Conference and announced his “retirement.”
Back then, P&G — as it is today — was the No. 1 advertiser in both Hispanic media and non-Hispanic media.
A plethora of P&G brands dominated Hispanic print, Hispanic TV and Hispanic digital.
That’s why the June 29 launch of P&G brand Old Spice‘s latest campaign — Smell ‘Em Who’s Boss — is so alarming and insulting to multicultural advertising and marketing professionals.
This marketing campaign, developed by Portland, Ore.-based Wieden+Kennedy, “humorously” illustrates the “transformational” powers of Old Spice Swagger and Desperado scents, in addition to Old Spice Hair (Shampoo), putting guys in the driver’s seat of pure unadulterated confidence.
As the scent of confidence, anything is possible with Old Spice.
This evidently includes bad spots.
My latest Red Card goes to Old Spice, which joins Tecate in providing “insult my consumer” creative.
Like Tecate, this spot was created and produced by mainly non-Latinos. With the Old Spice spots we have — count ’em — one Latino: Assistant Editor Zaldy Lopez.
Old Spice excitedly introduced the spots by noting that two of the four spots seek to target Hispanic millennials and introduces the first Mexican actor to be featured in an Old Spice spot — Alberto Cardenas.
Hear those crickets chirping? Me too.
We’ve done some research and we can firm that this individual is not the Alberto Cardenas who serves as a partner in the law firm of Squire Patton Boggs and in the Advocacy Group at Cardenas Partners.
This Alberto Cardenas is also not the former governor of Jalisco, Mexico and PAN Senator until his 2012 departure from politics.
Aside from a Google search that shows he may be a Mexican model, I’ve never heard of this guy.
To view the “hilarious and surreal” Desperado spot featuring Mr. Cardenas, click here: Wieden+Kennedy Old Spice Spot
This will be gracing the airwaves this summer, and we certainly hope that the budget put toward this did not reduce any sort of effort targeting Hispanics who consume Spanish-language media. If so, that would be a hugely disconcerting move and send a very wrong message to all CMOs, brand managers, media buyers and media planners.
This is not Hispanic advertising. This is a spot that seems perfectly geared to young men who enjoy watching Spike or similar “tune in, turn off and vegetate” television networks.
In late July I’ll be in Portland and I’m tempted to drop a Red Card in the lobby for Creative Director Max Stinson, or perhaps another one of the W+K team such as Client Contact Janine Miletec.
But maybe they aren’t the ones that deserve the Red Card. Perhaps it is the successor to James Moorhead, who departed as CMO for Old Spice in spring 2012 to become CMO for Dish Network and can now be found at Metromile, which is “revolutionizing” the car insurance experience with pay-per-mile pricing. Or, is it the successor to John Sebastian, who exited as P&G Marketing Director-North America Personal Care in September 2015 to join Newell Rubbermaid as VP/GM?
Whoever the new “wolf dog” is running the marketing for Old Spice better sit and learn a new trick, because Desperado is a desperate attempt to effectively attract the Latino consumer.
Yes, JC Harvey. We’re talking to you.
Univision News has launched an English-language section within digital platform UnivisionNoticias.com. The section is available via Univision.com/univision-news beginning today.
The “Univision News” section aims to expand Univision’s reach by serving an English speaking audience. Through a combination of written, photo and video content, the section provides “in-depth news coverage with a unique Latino perspective that English speakers will not find on other media outlets.”
Featuring everything from politics, business, health, education and immigration to the environment, sports, culture and expanded coverage of Latin America, “Univision News” brings reports to digital users who also consume news in English, many of which are second or third generation Latinos.
In addition to covering every angle of the U.S. presidential race and all major domestic and international news stories, the section will closely follow events in Latin America and feature extensive coverage of the issues that matter most to the U.S. Hispanic community.
“Univision News” presents a curated selection of translated content from UnivisionNoticias.com and from dozens of Univision TV and radio affiliates across the country, combined with reporting from Univision News’ investigative unit: Univision Investiga, collaborations with FUSION, in addition to original articles and features created specifically for the new section in English.
Among the articles featured in its launch edition today is an original data-driven report on the legal limbo that passengers find themselves in when they travel on ships from cruise lines based in the U.S. – Vacations in No Man’s Sea – a sixth-month investigative collaboration with professor and renowned journalist Giannina Segnini and her students at Columbia University Graduate School of Journalism.
Upcoming features include an in-depth report on the historic expansion of the Panama Canal, photojournalism specials such as the recent report on the Middle Eastern refugee crisis by Pulitzer prize-winning photographer Javier Bauluz, and other digital specials like “Colorado River: Hispanics to the Rescue.”
The “Univision News” section of UnivisionNoticias.com is headed by British journalist David C. Adams, winner of prestigious journalistic awards including the Maria Moors Cabot Prize from Columbia University. Prior to joining Univision, he was the Miami bureau chief for the Reuters news agency.
HMO BACKtalk – The Chat Spot For Multicultural Marketers and Advertisers
On April 5, advertising industry executives received a jolting wake-up call that no matter how “solid” their relationship may be with a long-term client, a split could nevertheless happen.
After 46 years with Twin Cities-based shop Haworth Marketing & Media, Target Corp. confirmed that it was shifting its media and planning business—valued at $686.3 million—to WPP-owned GroupM.
The news resonated strongly with such key multicultural agency heads as Alex Lopez Negrete, of Lopez Negrete Communications.
But, journalists at Advertising Age covering the story neglected to rewind the clock to early 2011. That’s when Target Corp. sent a break-up notice to 50-person Minneapolis-based independent agency Peterson Milla Hooks (PMH). For Target, it was simply a consolidation move, with the work shifting to Wieden + Kennedy.
For PMH President Tom Nowack, it was a jarring jolt.
“We were fired,” Nowack told the Minneapolis Star-Tribune in an April 2013 interview. “We weren’t bitter, but it was difficult. It was a long relationship that we were really proud of and loved. Almost all of our [agency] income was from Target. It was a devastating blow.”
Recovery, or collapse, from the loss of a major client is a fact of life for advertising agency executives and their employees.
But, what if an agency were to take control of the relationship, steering a path with miles ahead while serving as the trusted, needed and necessary partner committed to brand growth and strong ROI?
That’s an opportunity multicultural shops should immediately capitalize on.
As a key “Relationship Shop,” the agency that can expertly guide a brand manager or CMO on a successful total market campaign wins. By taking the lead, and not direction, it also sends the message that the “multicultural marketer” is simply a segment marketer embedded in an American mainstream that will continue to evolve and embrace different heritages, races and cultural touchpoints.
Are any Hispanic advertising agencies already succeeding as a “Relationship Shop”?
Are any agencies losing the battle between client and agency, with the flow of directives coming in a one-way direction?
With fragile relationships in place and dollars the bottom line, perhaps a one-way flow of activity is better than none.
It’s not. It’s a dangerous route that puts talent in peril of job loss.
Take the lead. Make the suggestions. Offer ideas. Inspire your client.
Do this every day.
This could stop you from thinking about the horrors of losing your biggest client and start thinking about how important your team is to them, now and for always.
HMO BACKtalk – The Chat Spot For Multicultural Marketers and Advertisers
In the recently released Hispanic Market Overview 2016, presented by Lopez Negrete Communications, I skewered Saatchi & Saatchi New York for their recently released “Born Bold” total market campaign for Baja California-based beer brand Tecate.
Not too long ago, Tecate positioned itself as a beer for the working class Latino, and the first-generation Mexican man who deserved a cold Tecate after a hard day of work, and providing for the family.
Now, Tecate is using swagger in an attempt to win over the millennial male with “flavor that can’t be tamed” and the use of a boxer and a soccer referee.
Attention CMOs and Brand Managers: Is this the worst example of how “total market tactics” can result in work that employs shortcuts and cost efficiency rather than consumer insights to help grow a brand?
- The core audience that made Tecate a valued brand in the U.S. has just been tossed aside.
- The almighty millennial is now the target, and what better way to get all millennials is there than to “give a nod” to Latinos by throwing in something like a Hispanic boxer!
I’m pulling out the Red Card on Tecate.
What other brands deserve a Red Card? Let’s hand them out now, so decision-makers don’t make the choice of putting the budget ahead of research and true solutions for long-term brand growth.
Adam R Jacobson
Schramm Marketing Group today announced the upcoming June launch of its newest venture, Fantástico, the free, hyper-local, mobile-optimized site that provides Latino consumers with a ticket purchasing experience that is entirely in Spanish from homepage to checkout. The website will launch first in the New York metro area atwww.Fantastico.nyc to cater to the region’s large Hispanic community in the nation’s sports and entertainment capital.
Fantástico’s business model blends ticket resale and brokerage with original and branded editorial content to best engage the avidly mobile U.S. Hispanic consumer. The site offers free online access to ticket sales and information about sports, entertainment, movies, concerts, live performances, exhibitions, as well as family events and destinations – entirely in Spanish. Soon, Fantástico will provide Spanish-language information about pay-per-view and feature select VOD, digital video, and local television programming.
The platform’s content and advertising is targeted to feature local area events under a regionally-specific domain in each market. While the promotional focus is on local events, consumers can easily purchase tickets in Spanish to thousands of events, nationwide, using Fantástico’s easy-to-navigate event category and event title search capabilities. Fantástico allows brands, venues, and programmers to market their unique entertainment experiences to the mobile Hispanic consumer in the same seamless platform.
“For over two decades, Schramm Marketing Group has been at the forefront of multicultural marketing. We’ve leveraged our extensive relationships and partnerships with sports and entertainment entities to provide U.S. Hispanics greater access to the most popular events,” said Joe Schramm, Founder and Managing Partner, Schramm Marketing Group. “Fantástico is a natural progression for our business by leveraging the popularity of smartphone ownership among Latinos. The site allows us to continue providing our expertise to brands, advertisers, programmers, and program providers, while also connecting Latino consumers with the experiences and content they want, on the devices they use, and in the language they speak.”
“Sports and entertainment are two major passions for U.S. Hispanics” said Rafael Eli, Partner, Schramm Marketing Group. “In the past 23 years, we have attracted sold-out crowds of Latino soccer fans to many of the country’s top venues in the largest Hispanic markets. Yet, our team has identified a serious void in the ticket-buying experience – none of the leading online ticket outlets offers Hispanics an option for getting tickets on mobile that is completely in Spanish. The process may start in Spanish, but currently, the check-out reverts to English. Fantástico is the solution.”
The popularity of smartphones among Latinos has demanded an evolution in the way these consumers buy tickets online. The introduction of smartphones created a paradigm shift in the marketplace, providing Hispanics an affordable and convenient option for accessing the internet. Today, Hispanics over-index for ownership of smartphones and use their smartphone as their primary or only access to the internet. While Hispanics are 17% of the population, they buy about 25% of all movie tickets sold, according to the Motion Pictures Association of America. Hispanics also are the most enthusiastic supporters of soccer and baseball, have historically comprised the most consistent base of boxing pay-per-view buyers, and are very likely to attend shows and events as a family or group. As a free, mobile-optimized ticket and content site entirely in Spanish, Fantástico was specifically designed with statistics like these in mind to best serve the Hispanic community.