Targeting Hispanic audiences means more than a ticking a box. It takes more than a tick in a box on a census form to define a person, but there's no doubt that the data from the 2010 US Census is going to throw up some extremely interesting and crucial information for marketers of all types – and especially PR and communications professionals. This information will come as no surprise to those who attended the Hispanic PR and Social Media conference in Dallas this week. They are already well aware of the increasing scale of Hispanic audiences and are positioning their brands and agencies to take advantage of this. Take Mike Fernandez and State Farm for example, who we will be featuring in-depth in June's print edition of PRWeek: the insurance firm is actively engaging diverse audiences to replace the waning business it will get over the next decade from the Baby Boomer generation.
But it's worth adding a note of caution to the rush to engage the Hispanic audience. Traffiq Launches Service Aimed At Latin Market. Jimmy Wales On Wikipedia, Brands, Why He Loves Coke, But Doesn't Talk About It Question: Wikipedia plays a significant role in generating awareness and providing information for many brands -- particularly media and entertainment brands -- and yet, at this point in time, there is very little brands can do ... Internet Ad Revenue Hits $42.8 Billion In 2013, Surpasses Broadcast TV For the first time, marketers spent more to advertise on the Internet than they did for broadcast television in 2013. Investments in U.S. interactive advertising reached $42.8 billion in Internet advertising last year -- up 17% ... Breaking Dead: AMC Stars Ask Ad Execs To Pass The Bread Ad executives and media buyers are used to being wined and dined -- and even mingling with the talent (ie, stars of popular TV shows) during network upfront sales presentations.
Vodafone Selects MEC For $1 Billion Media Planning & Buying Acct. Wearables To Surpass 19 Million Units In 2014 MDC's Assembly Wins Timberland Media Duties. Hispanic PR industry begins industry census. LOS ANGELES: The Hispanic PR Association (HPRA) and the Hispanic PR Blog are launching a census of their own to measure the size of the Hispanic PR industry. The four-month campaign kicked off on January 12, and will survey anyone, Hispanic and non-Hispanic, who spends at least 30% of their time in the US Hispanic PR or social marketing work. The survey can be accessed online. "We haven't known the size and strength of the industry before," said Manny Ruiz, founder of Hispanic PR Wire and co-publisher of the Hispanic PR Blog. "There is an opportunity for us to truly unite the industry and have year-to-year data that charts growth.
" The results from its census will be revealed at the upcoming Hispanic PR and Social Marketing Conference in Dallas on May 10 to 12. Nestle builds relationship with Hispanics on Delicias. OAKLAND, CA: Nestle is using a summer-long grassroots campaign to promote its Nestle Delicias line, introduced at the beginning of 2009. The products were developed with Hispanic consumers in mind and include flavors like Tres Leches and Mango, and the PR campaign reaches out to that community through events, media relations, and a partnership with Major League Soccer (MLS). "From a media standpoint, we did an awareness campaign.
We targeted food editors in general, for publications that are Spanish-based," said Jessica Vasisht, brand manager for Nestle ice cream, explaining the two-pronged PR strategy, which was orchestrated with AOR VPE Public Relations. "From a PR standpoint, we went more grassroots and have been involved in festivals and events in key markets such as Los Angeles, New York, and Chicago. " The message for the PR outreach focuses on the unique flavors of the Delicias line, and builds upon the reputation of Nestle.