NOTES FROM THE CHAIR
2012 HISPANIC ALLOCATION IMPACT ON REVENUE GROWTH: PART III
THE ANATOMY OF A GOOD IDEA AND WHAT HAT DO YOU WEAR?
AHAA ONLINE UNIVERSITY
AHAA JOB SHOP
CALL FOR ENTRIES
AHAA MEMBER PARTNER DISCOUNTS
CALENDAR OF EVENTS
MEMBERS IN THE NEWS
BOARD OF DIRECTORS
The Conexion is a monthly members-only publication from AHAA: The Voice of Hispanic Marketing to share member news, events, resources, ideas and research on the U.S. Hispanic market.
NOTES FROM THE CHAIR
July was a big month with the reveal of the AHAA Research Committee's release of its study on Hispanic Allocation in the Technology, Telecom and Entertainment industries. This release is another industry segment from our 2011 Advertising Budget Alignment study. To mark its announcement, we held a webinar which was attended by well over 100 members, industry experts, media and tech sector analysts. See the story below and access the presentation on our website.
In August, we have a special event scheduled in Los Angeles on Out Of Home Creative on August 9th. It is the first of a new series of regional events to bring our members together. We plan to develop the LA session into an AHAA Online University webinar for the Fall. Also, new members-only educational sessions will begin again in September after taking a short summer break. Keep tabs on your inbox and the AHAA website for updates.
The 2013 AHAA Annual Conference committee is continuing to plan our next great event with some interesting speaker suggestions. If you have ideas about speakers or sessions, please contact Linda Gonzalez. We hope to have dates and location available soon. Watch for announcements through our social media channels.
2012 Hispanic Allocation Impact on Revenue Growth Study Series: Part III - Tech, Telecom & Entertainment Sector
The third study from our 2011 Advertising Budget Alignment, the basis for AHAA's Revenue Growth Series, reveals a positive connection between corporate Hispanic marketing and revenue growth specific for the Technology, Telecommunications and Entertainment categories. In fact, the data showed that Hispanic allocation alone explains about 30 percent of change in topline revenue growth among manufacturers of consumer hardware, software, content, and connectivity providers.
While other factors, such as product innovation, user experience, brand equity, price and distribution, among others, are at play, the AHAA study found that for every additional point increase in Hispanic marketing focus yielded a boost of about two-thirds of a point in average annual growth. In other words, if a company were to allocate an additional 0 percent of ad resources to Hispanic media over five years, in general there would be an average increase of 6.8 percent in organic revenue.
One unexpected finding was that for the tech sector, an average allocation of six percent in Hispanic accounts for 30 percent of the corporate growth.
The study analyzed all the major technology, telecom and entertainment companies that have ranked consistently among the Top 500 overall advertisers in the U.S. and found, with a 95 percent confidence level, that Hispanic allocation alone explains nearly a third of topline revenue growth. Companies that scored in the top 30th percentile of allocation and revenue growth include DirectTV, Echostar/Dish Network, MetroPCS, Leap Wireless (Cricket), Time Warner Cable and Verizon. Other notables, falling in the mid 40th percentile, were T-Mobile, Cablevision, AT&T, Lions Gate, Comcast, Vonage, Best Buy, News Corp, Liberty Media and Cox.
To see the presentation and listen to the webinar, click here.
THE ANATOMY OF A GOOD IDEA
In case you missed these fun graphics from on our Facebook page, we've included them here!
WHAT HAT DO YOU WEAR?
Check out our Facebook page for more.
Latinosphere: Marketing to Latinos in the Age of Digital - August 7th at 1pm
In a 60-minute webinar, digital marketing consultants Gustavo Razzetti and Giovanni Rodriguez will address the emerging role that Latinos are playing in the marketplace and outline the new paradigms that marketers need to consider in order to succeed. One of the main themes: how Latinos are technology leaders (in using social media, mobile, etc.) and how this has transformed them as outliers and leaders in the digital world.
AHAA ONLINE UNIVERSITY
The AHAA Education Committee continues to add sessions to our ongoing webinar series. Upcoming topics include Client-Agency Management, Industry Trends & Consumer Insights and New Media. Check out the currently scheduled webinars and access AHAA archived Webinars there too!
Growing Agency and Client Business
with Key Market Insights
Tuesday, September 13 at 2:00 pm EST
Geoscape, a leader in market intelligence, serves its Fortune 500 clients by providing analytics, data and automated intelligence systems. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead their clients to gain significant business advantages.
In this complimentary AHAA members webinar, you will learn:
The benefits provided by the Geoscape and AHAA partnership.
How to sharpen your client presentations and help your clients build their market share with deep and accurate Hispanic consumer data.
The impact of the data through case studies focused on popular queries such as category spending in the automotive and healthcare industries.
How GIS can help you grow your agency and client business.
About the system modules including Marketscape, Consumer Spending Dynamix and Retail Target.
Registration will open in August!
Hispanic Communications Challenge
The Winners' Story
October at 2:00 pm EST
In this exclusive webinar, find out from Skyline Communications on how they won this challenge by planning a mobile app that caught FOX Deportes eye. The winners were announced at the AHAA conference and received a $4,000 scholarship for their efforts.
About the competition: FOX Deportes, in partnership with Florida State University and University of Houston challenged ten group of students to devise a campaign that would leverage the use of digital platforms in the effort of improving the brand’s communication and engagement practice with the Hispanic community.
Registration will open in September!
Most Recent AHAA Online University Sessions
View all the past presentations at our website.
Hispanic Media Insights: From Advertising To Online Behavior
July 31st: DOWNLOAD THE PRESENTATION & RECORDING
Kantar Media, a provider of Internet, TV and radio audience measurement in 59 countries, will present an overview of trends in Hispanic advertising creative for select, high value product categories that includes an analysis of message themes; comparisons versus messaging targeted at Anglo audiences; and what these trends suggest for the future.
Jon Swallen, CRO, Kantar Media Intelligence and
Yaakov Kimelfeld, CRO, Kantar Media Compete
AHAA's Technology Hispanic Allocation Study
July 17: DOWNLOAD THE PRESENTATION & RECORDING
Presented by The Santiago Solutions Group
AHAA will present new research on how Technology companies are increasing their investment and honing their strategies to better target Hispanic consumers. The outcome of this increased focus is impacting companies overall growth rate and is being noticed by Wall Street analysts.
Realizing the Hispanic Opportunity
June 28: DOWNLOAD THE PRESENTATION & WATCH THE RECORDING
Presented by Camille Leak, Associate Head of Multicultural MONITOR, The Futures Co.
Please join us on June 28th at 2pm EST as The Futures Company presents “Realizing the Hispanic Opportunity.” Camille Leak, Associate Head of Multicultural MONITOR will dive into Hispanic consumers’ unique mindset, shopping behaviors and market segments exposed by the forces of the recession.
Arbitron's Hispanic Radio Insights
June 5: DOWNLOAD THE PRESENTATION
WATCH THE RECORDING (WEBEX)
Radio offers a lot of unique attributes in the multi-media landscape. Join us at 2pm EST on June 5th to learn more about radio today. This session will look at the trends and evolution of the medium, review basic measurements and terminology, and uncover some of the nuances of Hispanic radio.
To recruit talent, take advantage of the CAREER section on AHAA’s Web site! This option is one of many benefits available to you as members, so email your job openings to email@example.com. These are the most current opportunities posted. Please consider applying or referring an eligible candidate. (MEMBER VALUE = $100-$150 per listing)
Don't forget to send your internship positions as well. We have received some emails asking about those opportunities!
CALL FOR ENTRIES
Deadline: August 3, 2012
Hispanic PR Association's 2012 PRemio Awards - Find Out More
Deadline: August 3, 2012
Virginia Film Festival - Find Out More
Deadline: August 7, 2012
4A's Pick Of The Litter Account Planning Awards - Find Our More
Deadline: August 10, 2012
The Media Maven Awards - Find Out More
For media buyers and planners
Deadline: August 13, 2012
ANA's 2012 Multicultural Excellence Awards - Find Out More
Deadline: August 17, 2012
2012 Global Awards® for the World’s Best Healthcare Advertising™ - Find Out More
Deadline: August 17, 2012
2012 Impact Awards recognizes innovative and successful Internet marketing strategies and campaign - Find Out More
Final Deadline: September 21, 2012
WOMMY Awards 2012 - Find Out More
Early bird is August 10th - Early bird extension is August 24th
Deadline: October 22, 2012
ame awards®, the worlds most effective advertising™ - Find Out More
EXCLUSIVE DISCOUNTS FOR AHAA MEMBERS
~Adding Value to Your Membership~
Take advantage these great opportunities to save on market information, images and executive search engine with our partners. These discounts are exclusive to you as part of your membership.
The 2012 Multicultural MONITOR exclusive package for AHAA members
As of 2012, a majority of all children born in the U.S. are African American, Hispanic or Asian American. The era when ethnic consumers make up a majority of the U.S. population is poised to arrive. In preparation for this watershed, The Futures Company has rethought, reinvented and revolutionized its groundbreaking Multicultural MONITOR service to provide marketers with the rich, actionable solution they need to win in the diverse marketplace of today and the emerging "majority-minority" consumer landscape of tomorrow.
The annual relationship package includes:
1. The Foundational Framework: A library of five annually-updated Core Insight decks. These decks provide a baseline architecture for Multicultural MONITOR, outlining key assumptions, insights pillars and POVs on ethnic markets:
· The Blueprint: Marketing to Ethnic Consumers
· The Cultural COMPASS: Understanding Cultural Orientation
· Consumer Key: Hispanics
· Consumer Key: African Americans
· Consumer Key: Asian Americans
2. The annual State of the Multicultural Consumer Report which includes four actionable sections:
· On the Rise: Profiles of emerging demographic sub-segments that offer immediate opportunity for savvy marketers
· Trending Multicultural: An insider’s look at the themes that will be shaping ethnic consumers over the next 12-18 months, with lean-forward implications for years to come
· Action Items: Thought starters and strategic guidance rooted in Multicultural MONITOR's insights
· MONITOR Spotlight: Case studies of brands offering best-practice innovation around the trends and demographic sub-segments they are highlighting
· Cultural Streetscapers: A network of embedded consumer observers, who enhance quantitative resources with rich first-person observational insights. Cultural Streetscapers are also available to support custom consulting projects.
3. Core Quant: Access to full datasets from the annual Multicultural MONITOR survey of 5000+ individuals. Data will be available July 2012.
4. The State of the Multicultural Consumer Presentation Video: A critical overview of ethnic consumers in 2012/2013, highlighting major shifts in attitudes, mindsets and expectations that will be driving consumer behavior in the next 12-18 months.
5. The Conversation: A series of regular roundtable webcasts that bring MONITOR consultants, Streetscapers and experts together to explore and illuminate key multicultural questions being raised by clients.
The AHAA pricing for the 5 components listed above is $25,000. The Futures Company is providing AHAA members with over a 30% discount off of their regular list pricing.
Again, this year, you can purchase our SPSS Reports for Surveys cross-tab software at an additional cost of $5,000 which will allow each agency to create their own customized cross-tabulations, maximizing the ability to explore, analyze and integrate their Multicultural data.
This offer is exclusive to AHAA members. Please contact Amy Holman at The Futures Company if you would like to subscribe or with any questions. She may be reached at 352.333.0233 or firstname.lastname@example.org
GfK MRI is extending two discounts (see below) on all its products, including the popular Starch en Español, to all AHAA members. Below is brief overview of what Starch is and can provide members.
- 10% off any GfK MRI Product including Starch en Español, their newest venture.
- 15% off two or more GfK MRI Products also including Starch en Español and their National Study data.
Leverage the Power of Starch en Español to Learn, Innovate and Grow
“Starch” long ago entered the marketing lexicon as a synonym for reliable ad readership ratings. GfK MRI's Starch Advertising Research, the country's leading print advertising effectiveness measurement service, is now tracking consumer readership of advertisements that appear in Hispanic consumer publications. Starch Advertising Research conducts a Spanish-language survey via the Internet to measure all ads, one-third page or larger, in all issues of over a dozen Hispanic consumer titles.
Utilize the Insights from Starch en Español’s Ad Readership Metrics
Starch en Español delivers deep insight into the involvement readers have with specific advertisements or advertising campaigns. Key readership metrics are collected for every measured ad, including:
- Noted, associated, “read any” and “read most” readership
- Brand disposition
- Publication and advertising engagement
- Actions taken (including purchase behavior or intention)
Benefits of Subscribing to Starch en Español
- Publishers can craft sales stories with metrics that substantiate their titles’ ability to engage readers; quantify the contribution publication engagement makes to advertising engagement; explore the effects of non-endemic advertising to discover new ad category possibilities; provide ROI information to clients.
- Marketers can expand their campaign ROI analysis to include ads targeting Hispanics as well as explore the influencing role of language in advertising. Marketers can also learn how their ad campaigns performed against their competitors and how they performed in different magazines and ad positions.
- Creatives can determine the impact different creative executions have on reader engagement and involvement including the value of various content types such as coupon, scent strips or sample offers.
- Ad Agencies get a wide view of how their clients' ads perform across magazines and against competitors.
For more information, please contact Susan Nuñez at email@example.com or visit http://www.gfkmri.com/.
Media One is the industry leader in consumer, auto and political data. We offer Hispanic marketers the benefit of selecting by language spoken as well as country of origin. Choose from postal, phone, cell, sms data as well as a complete email data, deployment and creative/web services suite. AHAA members receive a 10% discount on all data orders.
Contact Amy Fleming or Ethel Facundo at 954-776-1197, or email them at firstname.lastname@example.org
AHAA's partnership with Geoscape International provides members with a 15% discount on its popular data and geo-demographic mapping platform (GIS) subscription service. Through this portal you will have access to current data on the Hispanic population and other U.S. market segments. This fresh market research and analysis could be used to strengthen current client relationships and win new business.
This exclusive member discount will increase as more agencies register for the service, up to 20-25% off depending on the package selected. There are multiple price points to suit all budgets: Basic, Gold and Platinum. All levels include access to the American Marketscape DataStream™(AMDS) data. For more details on AHAA member options, please visit: www.geoscape.com/ahaa.
The platform is available through a web portal so no software needs to be installed and you can access it anywhere you have an Internet connection. The data may be downloaded from the system in Microsoft Excel format or you can print and save your map projects right in GIS allowing you to share your results in a highly visual and easily understandable manner.
For more information on this new member benefit and how you can take advantage of this powerful tool, please contact Carlos Cordoba at Geoscape (email@example.com) or call Geoscape at 1-888-211-9353.
AHAA members who are current Geoscape subscribers are also eligible for this discount.
CALENDAR OF EVENTS
September 16-18, 2012
USHCC Annual Conference
Los Angeles, CA
September 24-28, 2012
New York City
October 10-13, 2012
ANA Masters of Marketing
October 28-30, 2012
ANA Multicultural Conference
May 6-7, 2013
Hispanic Radio Conference
MEMBERS IN THE NEWS
The San Jose Group Gets a New Look: New Logos Offers a Glimpse Into the Company's Future Plans
The San Jose Group unveiled its newly redesigned corporate logos for the company and its business units, SJ Public Relations and San Jose Consulting. The newly designed logos are a first for the company, since it changed its name in 1999, from San Jose & Associates to The San Jose Group, as it's currently known. "In redesigning our brand's look, we wanted to ensure that the new logos' visual elements are not only 'fresh' looking, but are reflective of the creativity and targeted marketing solutions approach we take to help our clients achieve their business goals," said Jennifer A. San Jose, Director, Creative Content and Ideation.
Edith Ramirez has been named CFO of Bromley
Ramirez was promoted from client accounting manager, where she was responsible for overseeing all media and production billing for Bromley's clients. She joined the agency in 1995 and held a number of positions, including financial analyst and senior financial analyst.
Creative Civilization CEO Al Aguilar Accepts National 2012 Hispanic Marketing Achievement Award
He will accept the National 2012 Hispanic Marketing Achievement Award at the 16th Annual Hispanic Marketing Midwest Conference in Minneapolis, MN.. This prestigious award is presented annually to a leader who exemplifies extraordinary vision and commitment to the profession through creative strategies and new perspectives that advance the Hispanic marketing industry. Read More
MRC grants accreditation to five additional Arbitron Portable People Meter markets
Arbitron Inc. announced that the Media Rating Council Inc. (MRC) has accredited the radio average-quarter-hour monthly ratings data produced by the Portable People Meter (PPM) ratings service in five additional markets: Los Angeles, Tampa-St. Petersburg-Clearwater, Baltimore, Riverside-San Bernardino, and San Antonio. The MRC has also voted to continue accreditation in nine markets – Atlanta, Cincinnati, Houston, Kansas City, Milwaukee-Racine, Minneapolis-St. Paul, Philadelphia, Phoenix, and St. Louis. In total, 14 markets can now display the MRC double checkmark logo for the radio average-quarter-hour monthly ratings data produced by the Portable People Meter radio ratings service. Read More
Delta Media Inc. announces the promotion of Elana Redd
She will be General Sales Manager of Texas to develop new business in Texas and other areas of the Mid-West and also service existing accounts.
GfK MRI Updates Name
Knowledge Networks and KN Dimestore Media have merged to become GfK Custom Research.
Bromley Expands San Antonio Office with New Hires
Bromley announced the addition of several employees to its San Antonio office. Anel Hooper, Associate Media Director, comes from Lopez-Negrete; Alejandro Perez-Segnini, Senior Art Director, was Art Director at MarketVision; David Espadas, Senior Copywriter, was Creative Director at Ogilvy & Mather; Oscar Peña, Digital Account Executive, was Creative Director at Wacker Media; Ana Gamez, Account Coordinator, is a recent Master of Arts graduate from the University of Texas at Austin; Astin Irving, Assistant Account Planner, was a Junior Planner at VRTC Communication; and Rosalynn Warren, Receptionist, continues her work with non-profit and cultural organizations in San Antonio as a youth art educator. Read more.
Profero And the vox collective Partner To Create Vox Profero
Profero announced a strategic investment in New York-based, Hispanic advertising and content agency the vox collective. As part of this investment the vox collective becomes Vox Profero (http://www.voxprofero.com/), an independent digital-centric agency part of the Profero network. Read more here.
Toni Ellard joins Creative Civilization
Creative Civilization announced that Toni Ellard has joined the San Antonio-based agency as Director of Touchpoint Integration. In this role, Ellard will oversee the agency’s media buying and planning department and will lend her expertise in digital, traditional and non-traditional media touchpoint strategy for client campaigns. Read more.
impreMedia Changes Executive Management
US Hispanic Media Inc. (USHM), the subsidiary of Argentina’s La Nación, which in March bought a 90% stake in ImpreMedia, has made the first major changes in the organization/personnel of the Hispanic print and digital media company. Ginger Neal, SVP Digital, and Steve Bentz, Chief Revenue Officer, have been victims of the reshuffle. While Monica Lozano continues to be the company’s CEO, Francisco Seghezzo ImpreMedia’s COO will be in charge of all operations of the company. Read the full article here.
Versailles Restaurant & República wins Silver Anvil Award of Excellence
Versailles Restaurant, owned and operated by the Valls Group, and República, announced that they have been awarded a PRSA Silver Anvil Award of Excellence presented by the Public Relations Society of America. The campaign, “Celebrando 40 Years of True Miami Sabor y Cultura,” celebrated the legendary restaurant's 40th anniversary. República executed the bilingual 360-campaign which launched the restaurant's new web portal and social media efforts. The Silver Anvil Awards, considered the Oscars® of the public relations industry, are given annually to organizations and agencies that address an issue of contemporary relevance not only with professionalism but also with skill, creativity and resourcefulness.