Posts Tagged ‘ethnic marketing’

5 Tips To Refresh Your Multicultural Marketing Strategy In 2013

Friday, February 15th, 2013


(Forbes) The 2012 presidential election showed the nation how important the multicultural marketplace is. President Obama leveraged the nation’s changing Hispanic and African American voting power — and their technological know-how and digital savviness — to produce an electoral landslide that surprised everyone.

If we, as business owners, refresh our thinking and approach to the multicultural consumer, we too can also follow the President’s lead in the new year.

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Disney Latino Characters: Princess Sofia Is Not Hispanic, So Where Are They?

Saturday, October 27th, 2012


(Huffington Post) Disney raised a ruckus in the Latino community when the company debuted its first Latina princess last week, only to backtrack and say “Sofia the First” was never intended to be Hispanic.

The commotion over Sofia the First — a blue-eyed, pale-skinned girl whose mother was born in a country based on Spain — raises the question: is Disney ignoring Latinos?

The company is proud of its record of inclusion and points to Latina characters like the ones played by Selena Gomez of "The Wizards of Waverly Place" and Vanessa Hudgens in the "High School Musical," which appear on the Disney Channel. Disney sitcoms have won Alma and Imagen awards for positive portrayals of Latinos. "While quality storytelling is the goal, diversity is the guidepost here," the company said in a statement to The Huffington Post. "For decades, Disney Channel has worked to make sure kids see themselves when they tune in to our channel."

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Marriott Launches Ad Campaign for Minority Business Travelers

Sunday, October 14th, 2012

(Hispanic Business) Marriott International Inc. today introduces its newest advertising campaign designed to showcase the breadth of its brands and welcome all frequent business travelers. The new "For You, We're Marriott" campaign focuses on African-American, Hispanic and lesbian, gay, bisexual and transgender (LGBT) business travelers and will run in both print and digital media through year's end. 

The ads champion frequent business travelers, who "conquer their missions on the road without forgetting the important things in life." They also illustrate that Marriott understands the needs of all business travelers and welcomes them, across the global portfolio of Marriott hotels. 

"We believe smart messaging resonates with our customers," says Joanna Todd, Vice President, Segment Strategy for Marriott. "In this latest multicultural marketing campaign, our intention is to celebrate frequent business travelers and recognize that their expectations are as diverse as they are. The campaign puts a human face on business travel, for the men and women who stay with us every night." 

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Black youths exposed to more alcohol advertising, study finds

Wednesday, October 3rd, 2012


(NBC News) African American youth culture is steeped in alcohol. References to booze have long been rife in rap music, and Jay Z, Sean “P. Diddy” Combs and Ludacris are among the hip-hop luminaries who have promoted alcohol.

new study puts some fresh data behind long-standing concerns about alcohol marketing to black kids. Young African Americans ages 12 to 20 see far more alcohol ads on television and in magazines than youths in general, according to the report published Thursday by the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health.

Researchers said two key factors are at play: Many alcohol ads specifically target African Americans and African American youth consume more media than youth overall. For example, African American youths watched 53 percent more television than youths in general in 2010, according to Nielsen data cited in the study.

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Advertisers aren’t tapping into strong African American market, report says

Tuesday, September 25th, 2012

(Washington Post) Even after absorbing a devastating economic hit from the Great Recession, black consumers remain a potent force but are often overlooked by advertisers, according to anew research report.

African Americans are projected to have a combined spending power of $1.1 trillion by 2015, according to the report released on Friday by the market-research firm Nielsen and the National Newspaper Publishers Association, which represents 200 black-oriented newspapers.

As a group, African Americans have a set of spending habits and brand loyalty that should be attractive to advertisers. More than other demographic groups, blacks tend to buy “brand-name” products, watch television and spend time shopping or frequenting fast-food restaurants, the report said.

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NASCAR’s First Mexican Owned Team, Eyes Latino Fans

Monday, July 16th, 2012


(FoxNews) Viva La Raza Racing laid claim to a major first — before its drivers even took to the track. The Mexican-owned professional auto racing team is the first Hispanic team in the history of NASCAR.

Owned by Mexican-based racing company Promo Race, the Viva La Raza Racing team is located in the Mooresville/Charlotte area in North Carolina, or “the heart of NASCAR,” as Promo Race director Oscar Sánchez refers to it.


Through Promo Racing, Sánchez and his partners were involved with NASCAR Mexico, but their dream was to have a team competing in the United States. This past February, that goal become a reality when they purchased the team that became Viva La Raza Racing.


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Latinos confuse advertisers

Sunday, June 3rd, 2012


(Long Island Business News) The explosive growth of our nation’s Hispanic population should be making consumer-products companies rich, but instead, it is leaving them, well, confused.

The U.S. Latino community, already a $1 trillion annual consumer market comprising 52 million people, is on course to grow by another 50 percent in buying power by 2015. While the total U.S. population of 312 million will grow by 42 percent from 2010 to 2050, the Hispanic population over the same span will grow by 167 percent.

“If it were a standalone country, the U.S. Hispanic market’s buying power would make it one of the top 20 economies in the world,” according to a new study by Nielsen. “What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries” of Brazil, Russia, India and China.

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‘Modern Family’ Sofia Vergara star launches Kmart home collection

Wednesday, May 16th, 2012


( Sofia Vergara, star of the highly-acclaimed television seriesModern Family, is expanding her Kmart product line with the launch of a home collection. It is part of the retail chain’s attempt to offer a diversity-based approach to attracting customers.

Vergara was recruited by Kmart to introduce a line of apparel with a Latin flavor last year. The successful launch last fall led to this new product line to be in stores later this year.

"The expansion of the Sofia by Sofia Vergara collection into Home provides our customers with yet another beautiful design option when decorating," said Nick Grayston, SVP and president footwear and home for Sears Holdings.

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Hollywood Branded Launches Hispanic Consumer Marketing Division

Saturday, May 5th, 2012

(Hispanic Business) Los Angeles-based agency Hollywood Branded Inc. this week announced the launch of its Hispanic Consumer Marketing Division servicing the entertainment, corporate and consumer lifestyle sectors. 

HispanicBusiness caught up with Hollywood Branded founder and CEO Stacy Jones to pick her brain as to why this move was so critical for her company. 

With the Hispanic market's growing buying power, it would seem that most agencies are creating these types of subdivisions within their companies to cater to the diverse community, but Jones has a different perspective. 

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NASCAR Seeks White Shop For Diversity

Sunday, April 29th, 2012

(MultiCultClassics) Earlier this month, Target Market News reported NASCAR is seeking an advertising agency to help it reach minority audiences. There is no plan, however, to engage minority shops for the push. In fact, a NASCAR marketing official stated, “In a perfect world, we’re looking for a full-service agency to do it all.” Newly-hired NASCAR Director of Brand and Consumer Marketing Kim Brink is a 20-year veteran of General Motors, another corporate entity that has made questionable decisions regarding the choice of White agencies to handle multicultural duties. In 2007, NASCAR CEO Brian France declared, “If we don’t get diversity right, this sport will not achieve what it needs to achieve from a popularity standpoint.” Maybe Drive For Diversityshould be renamed Jive For Diversity.

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