DeWalt, a manufacturer of industrial power tools is developing long term marketing strategy in order to target the Hispanic market. The Baltimore based company is also developing a Spanish-language website which it is planning to launch in 2010. DeWalts future advertising and marketing strategy is going to use print, online, mobile and grassroots vehicles. In 2009 DeWalts’ advertising presence includes Hispanic Construction Magazines as well as advertising in Mundial Group publications and events. Betlehem, PA, based SWB&R is DeWalt;s advertising agency.
The Wall Street Journal reports that Home Depot is closing down its Spanish-language website, which it launched four months earlier, due to disappointing sales and site visits. Interestingly, half of the site visitors were from other countries. Home Depot said is still committed to serving the Spanish-speaking community and will be shifting its focus to creating more bilingual signs in its stores and hiring more bilingual sales associates.
HBO Sports is replacing its traditional 30-minute fight preview shows airing on syndicated television stations and regional sports networks, replaced by video-rich Web site ad banners that offer fight video to consumer. Traditional newspaper fight ads have also been replaced by online ads on newspaper Web sites.
With a suggested retail of $49.95, the Pacquaio-Hatton fight, marks the first major PPV event for HBO Sports in 2009. By this time last year, the network had already offered three PPV events.
As part of its Pacquiao-Hatton campaign, the network has unveiled a new ad banner featuring videos that are currently up and running on ESPN.com and Yahoo.com. Once a user moves his cursor over it, the ad expands and a video promotion for the fight plays.
Last Friday (May 1), HBO swapped out the video promo in its online ad banners for live video coverage of the fighters' weigh-in. DirecTV's 101 channel and various cable operator Web sites had also make the weigh-in available live.
ESPN, Univision and USA Today's Web sites are currently offering the rich media banner. MSOs such as Comcast and Time Warner Cable have been working with HBO to purchase similar rich media ads on local newspaper Web sites to promote the fight.
Also as part of the campaign, the network place radio buys on sports-based SiriusXM satellite shows, as well as the Univision Radio Network, which remains a viable outlet to reach Hispanic sports fans.
Aflac – Conexion
Aflac has launched a multichannel campaign in an effort to spur sales of its new products and win over consumers who may be reluctant to buy in this economy.
The campaign, which launched last week featuring the taglines “We've got you under our wing” and “Get the Aflacts,” includes online advertising, print ads, TV and social media. The work is part of Aflac's efforts to expand its marketshare and coincides with the company's expanded workplace selling efforts and its extended children's and part-time workers' insurance. All ad efforts will feature the well-known brand image of the Aflac duck, who has launched his own Facebook page as part of the campaign.
The Kaplan Thaler Group is the lead agency on the campaign. Aflac also has tapped Fitzgerald & Co. as its media group, the Zimmerman Agency for social media work and Conexion for an “Aflacts” Hispanic marketing effort that will roll out later this year.
Goal.com announced the launch of a US Latino website, targeting Hispanics in the United States with Spanish-language coverage of soccer competitions. The US Latino edition is written entirely in Spanish and covers fútbol in Mexico, the United States, Central America, South America, and the major leagues in Europe. Along with the Copa Libertadores, the Gold Cup, and the CONCACAF Champions League, the UEFA Champions League and the Confederations Cup are covered from the local perspective. The site includes breaking news, live match results and exclusive interviews.
Carolina Herrera – The Milk Processor Education Program
A “fashionista” mom has joined the famous Hispanic got milk? campaign in an effort to show Hispanic moms that drinking milk is the one trend that never goes out of style
Internationally recognized fashion designer and entrepreneur Carolina Herrera has teamed up with the Hispanic milk mustache/got milk? campaign to communicate to Hispanic moms across the country that incorporating 3 glasses of low fat or fat free milk a day in their families' diet can have a significant impact on their nutrition, health and overall state of wellness. As such, Carolina and her daughter, Carolina Jr., are showing off their milk mustaches in the latest Hispanic ad campaign, which debuted in print magazines nationwide in April.
Domino’s Pizza – House Party
House Party, a consumer activation and marketing company, is partnering with Domino’s Pizza, the recognized pizza delivery (NYSE: DPZ), to help launch its new line of Breadbowl Pasta products by having 1,000 in-home parties across the country. House Party’s word-of-mouth marketing platform specializes in engaging thousands of qualified consumer advocates to host in-home parties where a brand or product is at the center of the party. Each event is tracked and monitored by a custom-branded micro-site, launched to gather, galvanize and manage the party community and track the powerful and carefully engineered outcomes of each House Party event.
Mothers across the United States and Latin America may be receiving a heart-warming phone call as Bimbo USA announce a promotion that will give consumers the opportunity to call home. Beginning last week, a free 5-minute pre-paid phone card is available in three varieties of the Bimbo Pound Cake favorites to inspire and assist consumers in calling mom on the upcoming Mother's Day holiday.
The Mother's Day pre-paid phone cards will be included in specially marked packages of Panque con Pasas, Panque con Nuez and Panque con Casero. The pound cakes are available in stores today and will remain on the shelves through May 17, 2009, or until supplies last. Additionally, the three varieties of pound cake will be specially promotionally priced at $1.99 for a six-week period.
Maseca – Hispano USA – Univision
Maseca launched a community outreach campaign – "Maseca a tu lado” (Maseca at your side) using Univision's Despierta America "Maseca en la cocina con las estrellas” segments as a vehicle to give back to the Hispanic community. In addition to cooking up delicious dishes with their favorite celebrities, the segment features consumers such as scholarships and debt relief payments.
"Maseca en la cocina con las estrellas” is the publicity concept and partnership between Maseca, Hispano USA and Univision that began in 2007 and is now in its third year. The eight-minute segment is broadcast every Thursday during the morning program with the highest ratings in Spanish television: Despierta America. The segment consists of several entertaining cooking segments in which renowned celebrities prepare a delicious recipe with Maseca while they talk about their projects, delight us with their music, and amuse us with their humor," said Javier Galindo, President and CEO of Hispano USA.
BorderJump – Aerospost International Services
U.S. Internet retailers rarely offer direct international sales due to customs headaches and logistics concerns. BorderJump is removing those barriers by partnering retailers with Aeropost International Services, a freight forwarding company with offices in Miami and Costa Rica. For retailers, the transaction remains a simple domestic sale with shipment to Miami. Once there, Aeropost inspects each package, completes the necessary paperwork for international shipping, sorts by location and ships to customers living in any of the 34 countries in its network. Aeropost has been delivering packages to Latin American and Caribbean countries for over 20 years, and many retailers are already shipping products to their customers without being aware of it. BorderJump was formed last year to add a push business model to Aeropost's customer-based pull model. "Aeropost has a long history of organic customer acquisition," says Robert Frank, BorderJump CEO.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).