HispanicAd.com Forum Webcast Live Today

[Nacho]

http://builder.broadcast.com/slides/1430/14395/logo/cobrandfinalX35838.jpg (http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=15070)

HispanicAd.com Forum Webcast Live Today. (http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=15070)

NEW YORK, Sept. 29 /PRNewswire/ -- The Association of Hispanic Advertising Agencies (AHAA), Fox Sports en Espanol, HispanicAd.com, PR Newswire and Yahoo! en Espanol have teamed up to present the 4th HispanicAd.com Forum today at 9 a.m. PDT, 12 p.m. EDT.

To view the webcast, link to: http://webevents.broadcast.com/hispanicad2004

** Be aware that if you have pop-up blocking software on your computer, you will need to disable the software to have access to the webcast registration and the webcast itself.


The HispanicAd.com Forum, a live one-hour video and audio webcast, will be transmitted from New York during AHAA's 16th Semi-Annual Conference and panelists will respond to several questions submitted in advance on HispanicAd.com and live from the audience.

The Forum will feature Hispanic advertising agency leaders discussing topics such as:

What are differences of 'In Culture' vs. 'In Language' marketing, advertising and media selections?
What media vehicle is the driving force behind the upswing for Hispanic expenditures?
What does the future bring for ad agencies?
Is there room for Hispanic focused cable television in today's media plan?
Have the research tools in the Hispanic Market reached par with tools used by mainstream agencies?
To what do you attribute the success of your agency in winning new accounts?

The Forum will feature:
Manuel Machado - CEO @ machado/garcia-serra publicidad & President of AHAA (moderator)
Daisy Exposito - Chairman /CEO of The Bravo Group
Alex Lopez Negrete - President/CEO of Lopez Negerete Communications
Victor Ornelas - President/CEO of Ornelas & Associates

I hope they will talk about Search Engine Marketing . .. we'll see. I'll let you know.

[Nacho]

I didn't get a chance to hear it all, but it's available to you by going to that link for the webcast. Here are a few thoughts related to our industry that were useful:

*Internet shows great signs of growth and ROI, but the most powerful medium continues to be broadcast (TV and radio).

*It's not just about the research or the language, but the entire spectrum to be able grab this market deep in its culture roots.

*What about Hispanics online?

We're getting close to 52-55% online.
More spending online.
Specially focused on the more younger consumer segment.
Companies need to provide more content, there's a need for more websites.
Hispanic agencies are incorporating the Internet more into the mix.
Huge opportunities are available, since eventually US Hispanics will have same Internet usage as the general market very soon.

[Nacho]

Since this Webcast is over and into history, here is a good list of threads for your Hispanic market research if you landed here:

Search Marketing en Espanol (http://forums.searchenginewatch.com/showthread.php?t=333) - This one will actually give you the statistics on how many are there in the total online Hispanic popultion.

Search Engine Optimizing Toward The Hispanic Community (http://forums.searchenginewatch.com/showthread.php?t=1397)

Myth of the Hispanic Market (http://forums.searchenginewatch.com/showthread.php?t=834)

Top sites for latin america (http://forums.searchenginewatch.com/showthread.php?t=534)

Pros & Cons for Going Multi-Lingual (http://forums.searchenginewatch.com/showthread.php?t=725)

"Foreign" language keyword research (http://forums.searchenginewatch.com/showthread.php?t=253)

Should Search Engines adopt different results outside the U.S.? (http://forums.searchenginewatch.com/showthread.php?t=139)

Buena Suerte!!

[AussieWebmaster]

I received this as part of an AdSpyre email and would link to it but cannot find another copy of the article posted online anywhere.

Talking Turkey -- Latin Style: Targeting the Hispanic Market
by Erika Prosper


When you think of Thanksgiving, do you think of tamales and beer? Maybe the beer rings a bell (since most of us try to escape the family dynamics in one way or another). But the tamales? What about a little salsa on your turkey or some tripe to go with your gravy. It may sound farfetched, but what I am describing typifies the reality of the cultural integration that is happening across the U.S. as Hispanics make "American" traditions their own—and vice versa.

At its core, Thanksgiving represents everything right with the world from a Hispanic point of view -a day of hope, blessings and communal rejoicing— and it has come to be celebrated by the U.S. Hispanic population like any other “cultural� event. The appeal of Thanksgiving to Hispanics is that it results in a very positive cultural value: family getting together. Thanksgiving, like Christmas, offers Hispanics another occasion to gather and celebrate the fact that the family is alive, healthy and together.

Thanksgiving marks the beginning of the holiday shopping season—online and off—and advertisers spend millions of dollars trying to capture share of voice, share of market and share of dollars during this time. And yet, we systematically forget that there are niche markets, some of whom speak different languages, which are seeking the same invitation to spend money as the “mainstream� population. By simply taking some of our media money and shifting it to augment some Spanish language media, for example, our clients will be able reach a larger audience for the same price.

Grassroots efforts to tap the Hispanic market currently tend to be confined to the “Hispanic Holidays� alone—a real mistake when that marketing could be used extremely effectively over the course of the entire year to develop brand loyalty and incremental sales. The fact that America is becoming 'Latinized' should not distract us from the reality that Latinos are also "Americanized." Which means that Hispanic advertising should be approached as a continual effort (as with any other demographic), and not just limited to the cultural celebrations that occur a handful of times a year.

To be clear, these cultural celebrations have their place and advantages as they are specific to Hispanics, but as more and more advertisers seek ways to market to this group, we should be aware that traditional "American" celebrations are just as fair game. Take the Fourth of July, for example. There is the same sort of excitement among many Hispanic Americans on this day as there is for Cinco de Mayo among college students.

With 30 out of 50 U.S. states now reporting that at least four percent of their population is of Hispanic origin, it’s time to start taking matters seriously. In 2002, it was revealed that Latinos were the “fastest growing online ethnic group�—up 13% over their numbers from the year before and outstripping the national average of 3% growth by far. With number like those, any smart advertiser should be thinking beyond Dies y Seis and plotting their move to make a year-round bid.

So what are you waiting for? Pass the plate!


Erika works at Garcia 360 - who I am sure you have heard of Nacho.