- Tesco's US
Tesco's American grocery venture, Fresh & Easy, is targeting Hispanic customers as it attempts to embed itself in the communities it operates in and raise overall revenue. Fresh & Easy (F&E), which operates 145 shops across California, Nevada and Arizona, is focusing on attracting Spanish-speaking consumers because they are often make up significant parts of the community in some of its catchment areas. F&E is working with RL Public Relations, a Los Angeles-based PR firm run by Roxana Lissa, which specializes in Hispanic marketing.
The drive to attract Hispanic customers has to date involved the creation of a Spanish-language website, as well as advertising on Spanish-speaking radio. The retailer has also advertised in Spanish publications. F&E is now concentrating on increasing the quantity of key brands popular with the Spanish-speaking community in its shops.
- Sono Bello
Sono Bello, the laser-assisted body contouring specialist, is making its services accessible to patients who speak Spanish. A new toll-free number (1-877-881-SONO) is staffed by Spanish speaking customer service specialists further complementing a Spanish version of the website and a new collection of brochures and forms written in Spanish. Sono Bello is also producing Spanish language commercials for use on Latino radio stations, as well as getting testimonials from prominent members of the media community.
Nestle Carnation Evaporated Milk introduced a new mobile website and custom iPhone application targeted directly at Hispanic consumers. The mobile website and application draw sweet and savory recipes from the brand's MiCocinaLatina.com website, delivering valuable product and brand engagement right to consumers' mobile phones. Both the mobile website and the iPhone app present content in Spanish and English languages.
- Estrella TV
Emerging Spanish-language broadcast network Estrella TV is putting together its first upfront in the form of a road show. The network was launched last year by Liberman Broadcasting Liberman has nine owned-and-operated stations. Liberman is planning a seven-city “infront” tour to showcase Estrella’s 2010-11 season. He will take the presentation to Los Angeles, New York, Miami, Houston, Dallas, Chicago and San Antonio between April 19 and May 21. Read more here.
- Bacardi U.S.A.
The National Basketball Association (NBA) and Bacardi U.S.A., Inc. announced a comprehensive multiyear marketing relationship in support of the Bacardi Gold rum brand which will include a series of joint marketing activities. Read the full article here.
- The Nielsen Company
The Nielsen Company is unveiling its new full scale 2010 “You Matter” advertising campaign this month. “You Matter” illustrates how ethnic communities are positively impacted by Nielsen’s ability to measure every day activities such as shopping and media consumption and drives home the importance of their participation in Nielsen studies. The multicultural campaign—targeting African-American, Hispanic and Asian consumers—focuses on four Nielsen measurement services: consumer purchases, online, mobile and television. It features an ethnically-specific media mix of print ads, radio spots, mobile and online messages. The Phelps Group (formerly Anita Santiago Advertising), will lead the Hispanic initiative. Read the details here.
- Media Maquiladora
Media Maquiladora a market research and media buying firm based in Sarasota (read related article here) claims to have Canadian company — EasyHome Ltd., as its client. EasyHome Ltd. leases household furniture, appliances and home electronics. Other Media Maquiladora clients include El Salvador's airline — TACA — and the tourism and marketing boards of Mexico City and Cancun.
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!).