Sales Leads: General Mills, Plaza Central, Content Equals Money, Honda
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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- General Mills: "Nature Valley Fruteria Bars"
General Mills is targeting Hispanic households with the launch of "Nature Valley Fruteria" bars featuring whole grain and visible pieces of fruit in very appealing flavors, including strawberry apple and mango strawberry. Snacks and health are two top priorities for General Mills’ top line growth in 2015 Ken Powell, CEO of General Mills said at a conference call with financial analysts last Wednesday. “ … Our No. 1 priority is to accelerate top-line growth,” he said. “We will do that by sharpening our consumer-first mindset with particular focus on four growing consumer groups — the growing middle class in emerging markets, U.S. multicultural families, millennials and consumers over age 55. With these growing consumer groups and our broad portfolio, there are plenty of growth opportunities and our plan is to go out and get them.”
- Plaza Central
Having faced several legal obstacles from the city of Arlington, G.L. “Buck” Harris, who acquired roughly one-third of the defunct Six Flags Mall in December 2012, has announced the reopening of the Six Flags as a Hispanic-oriented shopping mall called Plaza Center. The grand opening events will run Aug. 1-15. Harris has already started advertising the mall’s availability on Spanish-language radio stations, after receiving a certificate of occupancy from the city of Arlington that allows him to start conducting business. Many of the spaces are leased to small shop owners. Harris has taken about five store spaces and is reopening them to sell antiques.So far, he has invested about US $10 million in the property, which includes what he paid to buy it from the International Bank of Commerce. Once the mall is profitable he will follow through with plans to donate it to Youth With. A Mission, a Christian volunteer group. Harris does not own all the former mall property. The former Sears store is owned separately; Dillard’s owns its space and operates a clearance center there; and Cinemark still operates a theater.Below a video oh Harris talking about the Hispanic-themed mall opening :
- Content Equals Money
Content Equals Money , a U.S.-based custom content writing company, is now offering two new services: Spanish language content and manuscript-length eBook content. CEM’s Spanish language services will include the same types of content that the company offers in English( blog posts, articles, white papers, social media content, site copy, press releases, and more.) Rather than offering translation, CEM is focusing on original Spanish content. The service is priced at US $10 cents per word.This offerings may have to do with the increase of buying power among Latinos who live in the United States.The second new service CEM is launching is a full manuscript option.This service guarantees a two-week turnaround on a 65-70k word manuscript. Clients can choose to order a full, hands-free eBook manuscript for US $5,500, a rate that includes ePub and .mobi formatting as well as two query templates. CEM offers nonfiction topics in business and marketing for this service.Clients may also choose to order editing and proofing services for a manuscript they have already created. This service is priced at US $2,500.A client can also provide a partial book or raw data that requires more than 10k words of writing or rewriting, which will be priced at the US $5,500. If the client needs less than 10k words, the service will be priced at the US $2,500 .
Orcí, Honda’s agency of record for the U.S. Hispanic market, has announced the launch of its integrated advertising campaign #UnBuenFit (A Good Fit) for the new 2015 Honda Fit with TV spots starring comedian Felipe Esparza. The campaign, which made its debut June 24th, includes digital, experiential, and social media components.The bilingual campaign targets Hispanic millennials (18-34 years) and showcases ways in which the Honda Fit is “Un Buen Fit” for their lives. Orcí will also initiate and manage Honda’s Latino social media platforms (Twitter:@HondaLatino #UnBuenFit) during the duration of the campaign.
The agency created the following media elements for this campaign:
• Two :30 second TV spots in English and Spanish
• Two customizable spots for Honda dealers in both English and Spanish (dealers can customize offers and air independently)
• One :15 spot in English & Spanish edited for social media platforms (Instagram, Facebook, Twitter, YouTube) and four additional :15 second vignettes for social media sharing
• Two Fit digital banners
• Consumer engagement campaign on major social media platforms, that will include curating bilingual content on Honda-owned general market social media platforms
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