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Meredith Hispanic Media

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The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company.

Pharma companies lag in Hispanic marketing

photo: Luca Volpi
photo: Luca Volpi

Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, but the category as a whole lags other sectors. The average Hispanic ad spend by pharmaceutical companies decreased 9 percent in 2014, from $6.9 to $6.3 million, the report said. On the other hand, over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent.

They should have been at this IAB Town Hall

On May 23, the IAB held a town-hall meeting to discuss opportunities and strategies for reaching Hispanics. Allvoices.com provides an excellent recap of what was presented and discussed. Included were case studies of Verizon Wireless’s “Goling” campaign during World Cup 2014 in partnership with Facebook’s Hispanic Creative Shop; Home Depot’s “Retool Your School” campaign from Briabe Mobile; and P&G’s “Orgullosa” social media campaign, created by Dieste. One of many interesting stats in this article: 66 percent of Digital Hispanics said they pay attention to online ads, considerably larger than the overall market (46 percent).

Nonprofits get creative infusion at Cannes Lions

Create GOOD is a joint initiative between Fast Company and Microsoft that aims to recognize and reward creative and socially drive organizations. The three winners are Haitian trilingual elementary school l’Ecole de Choix (the School of Choice), scientific cancer history research organization Paleo-oncology Research Organization (PRO), and Rainforest Partnership, the international non-profit committed to protecting tropical rain forests. Reps from each org will get a trip to the 62nd Cannes Lions International Festival of Creativity to lead workshops at the Microsoft Beach Club, where they can take advantage of the talent buzzing around to help them with marketing and identity challenges. Fast Company and Microsoft will take the final assets created from the workshops and run digital advertising on behalf of each organization on fastcompany.com to further generate awareness. The winners also will be featured at Fast Company’s Innovation Festival in November.

Expanding Vice

viceVice, the edgy and ever-expanding media conglomerate, is opening an office in Miami in order to expand its Hispanic-oriented content for consumers in the United States and Latin America. Brand journalism and sponsored content seem to be a big part of the mix, but current Vice programming for younger Latinos includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows the 2012 presidential elections in Mexico. The Miami bureau will coordinate all Vice’s Hispanic and LATAM activities.

Qué bonita

Meredith Hispanic Media just released a new report on social media’s influence on purchasing by U.S. Latinas. The report, Siempre Beauty III: Latinas and Social Media, found that Latinas continue to outspend mainstream consumers in the beauty category, with the majority of them finding social media the best way to get information and tips. Language is important to them: 52 percent of Latinas and 48 percent of Latina millennials prefer to receive beauty information from social media in Spanish as well as English, while 55 percent prefer to follow US based influencers and bloggers who provide access to bilingual content. Many more stats in the press release.

MassMutual and Univision go live in sponsorship

MassMutual will host free community events to offer financial education in Spanish in Houston. “Financial education starts at a local and individual level,” said Dr. Chris Mendoza, Latino Markets Director at MassMutual, in a press release. The sponsorship with Univision is part of a broader effort by MassMutual to help Hispanics secure their personal and professional financial futures, the company said. It also provides Spanish-language financial information and resources online at MassMutual.com/Latino.
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Meredith Corporation,  publisher of Siempre Mujer and Ser Padres magazines, announced today that it has  rebranded its Hispanic business unit as Meredith Hispanic Media (MHM), reflecting the company’s diverse Hispanic offerings across multiple media channels. Previously, the group was called Meredith Hispanic Ventures.

The name changes reflects the new reality of multiple touch points.

“After seven years we have evolved our Hispanic brands across a broad range of multi-channel media and are uniquely positioned to reach Hispanic women and moms via print, digital, mobile, custom content and database marketing,” says Enedina Vega-Amaez, VP/Publisher, Meredith Hispanic Media.

According to the press release, as a content delivery and insight resource for and about Hispanic women, Meredith Hispanic Media uses digital, social, experiential, and media touch points and powerful proprietary and syndicated research capabilities to provide a perspective about the U.S Latina, intimately connecting marketers to this highly coveted demographic.

As part of the newly expanded offerings, Meredith Hispanic Media is releasing highlights from two new trend reports in the food and baby marketplaces. “We are committed to providing brand marketers with insights into the evolving Hispanic consumer,” says Vega-Amaez.

Food Trends Report II

As a follow up to its January 2013 Food Trends Report release, Meredith Hispanic Media sought to provide further insight and understanding of Latina families’ brand preferences, grocery shopping habits, meal preparation and dining out.  Utilizing their “Entre Nosotras (Between Us) database, Meredith Hispanic Media found for example:

  • Brand names matter to Latinas.  Name brand packaged goods were preferred over store brand across all categories surveyed. In fact, more than half (55%) of Latina’s on average would pay more a branded name product than for a private label store brand in categories such as pasta, cake mixes, soups, salad dressings, etc.
  • Latinas are moving beyond traditional choices, choosing alternative products such as organic, almond and soy milk, Greek yogurts and breakfast bars.
  • In and out of the home, family meal time remains important. Latinas tend to prepare meals daily; three out of four prepare breakfast and over half are doing the same for lunch and dinner.
  • Nearly one-third of Latina families eat out at least once per week with the family.

Baby Gift Registry

Latina women are redefining the mom market. At over 10 million strong and accounting for one-quarter of all U.S. births, they are poised to drive the Baby Gift Registry market. Meredith Hispanic Media tapped into two sources to learn about baby registry plans/habits of Hispanic women (its partner Vida y Salud’s email newsletter list Embarazo y Bebes and its own Entre Nosotras opt-in database).

Among some of the key findings:

  • Baby gift registries are gaining in favor.  Nearly 60% of expecting Latina Moms indicated they plan to use one; 37% of new Moms (with children under 2 years) used a gift registry.
  • 55% of Latina moms register or plan to register in the third trimester, 22% in the second trimester and 18% after the birth of their baby.
  • Latina Moms are registering across a variety of retail outlets from traditional baby stores to department stores – over half estimate the value of their Baby Gift Registry at $1,000+
  • Tech savvy, Latina moms are comfortable making their selections and managing their registries online. Over 50% of moms listed 5 retailers as their go-to choice for managing their online registry.

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