Kohl's is ramping up its radio, digital media and direct-mail marketing programs this year. The retailer plans to increase spending in digital and social media by 25% to support an expected 30% increase in online sales. Direct e-mail will also be a key part of Kohl's strategy, given that its database of shopper e-mails has grown by more than 50% in the last year.
In radio, the retailer simply said it would be "significantly" increasing its radio buys in top markets. A national radio spot targeting the Hispanic market is also planned for the first time. Two 30-second brand spots, a number of 15- and 30-second promotional spots, and in-store marketing will round out the retailer's robust holiday marketing plans. McCann Erickson is Kohl's agency of record.
Kodak recently launched its first all-digital marketing initiative geared toward a multicultural consumer group. Teaming with Yahoo en Español, "Muestra Tu Herencia" (Show Your Heritage) was designed to encourage Hispanic consumers to share photos online that display their heritage. Kodak created an online mosaic of the images and for each one uploaded, donated $2 to the Hispanic College Fund.
"We're trying to get the US Hispanic consumer to not only honor their family and friends, but showcase the cultural beauty of the Latin community," Vincent Young, the company's director of brand marketing for the Americas, told PR Week.. "Digital seemed to be the perfect platform to do that."
Kodak also promoted the effort, which debuted in September as part of Hispanic Heritage Month, through KodakGallery.com and its A Thousand Words blog, as well as Twitter and a revamped Facebook presence.
- State Farm
State Farm partnered with Univision on web novelas that feature its messaging of being there for friends and family. State Farm also added a Spanish-language version called "Mamas Famosas" to the "Goddess" blog about celebrity moms on Yahoo's popular OMG! site. The program has a Spanish-language introduction followed by Spanish subtitles over the English-language content.
- Jackson County Health Department
The Jackson County Health Department is reaching out to the Hispanic community in Southern Oregon. The department is launching an advertising campaign this week to reach the local Hispanic community. An advertising agency is making posters with educational information about the H1N1 flu in Spanish. Those will be distributed across the county. The health department also plans to launch radio ads on the local Hispanic radio stations.
- Brisas Hotels & Resorts
The Mexican hotel chain held a bilingual contest on Facebook. US Latinas posted about what friendship meant to them for a chance at a "Girlfriend Getaway" trip.
Flock plans to extend itself beyond the "social" niche by trying to find a home in an entirely different one: the Hispanic web. To tap into this new audience, Flock is releasing a Spanish-language web browser in partnership with Univision Interactive Media.
In order to promote the product to the Hispanic web audience, the homepage of Univision.com will feature a large display ad touting the browser. In addition, there will be other display ads across the Univision network as well as pre-roll trailers inserted into video content. Next year, the company will pursue other offline channels to promote the Spanish version of Flock, too.
Flock delivers a browser designed to enhance the active online social user’s experience and liberate them from the complexities of managing multiple social networks, web mail, media, news feeds and blogs. With Flock, they can instantly discover, enjoy and share the relationships and content they are passionate about.
- US Census
The U.S. Census Bureau is allocating the majority of the estimated $145 million paid-media budget — out of a total census effort of $300 million — to multicultural audiences. It's working with five ethnic shops, plus general-market agency DraftFCB's Puerto Rico office to cover its territory. Their ad efforts to reach the hardest-to-count U.S. inhabitants will kick off in January 2010.
Separately, Spanish-language broadcasters Univision Communications and Telemundo have already started aggressive public-service campaigns with the theme "Be counted" and are integrating their own messages about the value of the census for the Latino community into all their platforms.
As Louis Maldonado, Managing Director of D’Exposito & Partners, said at his presentation at Portada’s Third Annual Hispanic Digital and Print Media Conference on Sept. 24, D Exposito & Partners, is responsible for local media, digital and PR for Hispanic audiences. And GlobalHue, is handling census ads targeted at Hispanics and blacks.
D Exposito & Partners also came up with the creative concept for all audiences, including the general market, for the crucial phase when census workers go door-to-door in pursuit of non-responders who ignore the census questionnaire and follow-up mailing. That message is: "Open the doors to the census, and the census will open doors for you."
Of the estimated $82 million destined for paid ethnic media — although those numbers could change — about $28 million would go to Hispanic media. Another $12 million would target other multicultural audiences, from American Indians to Arabic speakers. For the first time, the census website will be fully bilingual in English and Spanish, and will include assistance guides in 59 other languages.
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!).