Posted by Elena del Valle on September 30, 2005
![hmpr chel_desk_bw_[7]_1.jpg](/images/hmpr%20chel_desk_bw_[7]_1.jpg)
Chelina Vargas, host and co-producer of Indie 103.1FM “The Red Zone”
Chelina Vargas, host and co-producer of Indie 103.1FM “The Red Zone,” joined LA TV as talent booker for “LATV Live.” LATV’s September appearances include Reggaeton posterboy Daddy Yankee, Mexican rock supergroup Jaguares, and Warped Tour favorites Go Betty Go. This fall, Los Angeles-based bilingual youth network LATV will be featuring performances and interviews from popular names in Latino entertainment as well as up-and-coming talent. LATV, which recently won an Impact Award for “Excellence in Bilingual Television Broadcasting,” showcases top artists in several genres, including performances this fall from reggaeton posterboy Daddy Yankee, Mexican rock supergroup Jaguares, Warped Tour favorites Go Betty Go, platinum-selling urbano act Akwid, and Latin-alternative buzz band Volumen Cero.
Chelina Vargas is also known as “Cha-Cha” by loyal listeners of the “Red Zone” Latin-alternative radio show she co-produces and hosts on Indie 103.1FM in Los Angeles. At LATV, Vargas will develop "exciting and relevant content" to help boost the network’s bi-cultural audience and marketshare growth. She will be responsible for all music and entertainment-related bookings on “LATV Live.”
Posted by Elena del Valle on September 27, 2005
Presenter Michele Valdovinos
Yesterday’s book related teleconference hosted by HMCA and PRSA with the support of Cultural Access Group, was a great success. Hispanic Marketing & Public Relations contributing authors Jonathan Ashton and Michel Valdovinos provided an interesting and factfilled outline of the state of the U.S. Hispanic market to a national audience of marketers and communicators.
The presentation entitled "A Snapshot of the U.S. Hispanic Market" was based on their title, the first chapter in Hispanic Marketing & Public Relations. It began at 2 p.m. EST and lasted one and a half hours. Project organizer and book editor Elena del Valle moderated the teleconference which included an online PowerPoint presentation and was also available in a PDF format for those who didn’t have simultaneous online access.
Presenter Jonathan Ashton
Due to the number of questions, the presenters held an an extended Q & A session at the conclusion of the teleconference. Audience members submitted questions in person by calling the conference center and by email through the conference website.
Project director and teleconference moderator Elena del Valle
Comments:
Filed Under: Book
Posted by Elena del Valle on September 26, 2005
Second Season: “Urban Jungle 2: South Central”
Critically-Acclaimed Reality Show Transplants 13 Privileged Suburbanites into “The Hood” to Experience Life as Immigrants
Los Angeles, CA (Sept. 19, 2005) – Sí TV, the first English-language Latino cable network, announced the return of its hit reality series “Urban Jungle,” the show that takes 13 sheltered kids from suburbia and plops them in South Central Los Angeles, all for a chance to win a $50,000 grand prize. The second season, “Urban Jungle 2: South Central,” premieres on Sunday, October 9, 2005 at 10 PM (ET/PT) on Sí TV and will air every Sunday at 10 PM for 13 weeks.
“Our first season of ‘Urban Jungle’ was wildly successful. Sí TV is proud to bring back a second season,” says Sí TV co-founder and chairman Jeff Valdez, who grew up in the housing projects of Pueblo, Colorado. “With so much anti-immigrant sentiment these days, we want to give our contestants and our viewers a chance to find out what it’s really like to live as working class poor and in the process uncover the humanity of the working-class immigrant.”
Jeff Valdez, Sí TV co-founder and chairman
Returning producer Roni Menendez and camera crews converge on the tiny two-bedroom, one-bath home in South Central Los Angeles to follow the group of 13 privileged twenty-somethings as they adapt to life as immigrants. This season Urban Jungle raises the stakes by adding a new element, paying the rent.
Last year, contestants were given jobs to test their resolve. This year, it’s all about the cold, hard cash. In addition to seeking out their own jobs, each week, contestants will be issued a “Challenge.” Challenges including picking strawberries, selling paletas (popsicles) and selling oranges on freeway off ramps. The losing team will have to pay the rent for the house. Members from the losing team who can’t contribute must plead their case for staying in the house to Pete Esquivel (Little Heroes), Monique Marvez (Rocking New Year’s Eve) and Thea Vidale (Thea), the three street-wise, yet benevolent “Padrinos” (Godparents).
Based on each contestant’s sincerity, the Padrinos will decide who to “evict.” The added stress of paying the rent, and the third-world living conditions will create intense pressure and lead to dramatic clashes. The last contestant in the house, producers say, will win $50,000 in cash and prizes, and perhaps learn a thing or two about life on the other side of the tracks.
New participants include:
· Georgie, 29, Winnetka, California, the daughter of a wealthy South African family who enrages her housemates with her brutally honest comments.
· Jei, 23, Los Angeles, California, a Buddhist ex-Marine who doesn’t mince words when it comes to politics.
· Michael, 28, San Antonio, Texas, a self-proclaimed metrosexual and ultra clean freak, who creates havoc in the house with his primadonna antics.
· Jason, 23, San Pedro, California, a highly opinionated surfer and musician who has no patience for “stupid, fake” people.
· Leann, 23, Springdale, Arizona, a typical wide-eyed small-town girl from Arkansas who has never been exposed to city life.
· Bo, 24, San Antonio, Texas, a titillating Texas princess with impeccable good looks who works as a local TV personality.
· Aubrey, 22, Woodside, New York, a social butterfly who has lived a life of privilege and spends summers at her family’s Italian villa.
· Mark, 21, San Rafael, California, a quintessential jock with a nose for politics who admit to having a low tolerance for stupidity and can be a bit abrasive.
· Kristi, 24, Burbank, California, a tough-talking straight-shooting party girl who is used to running with the popular crowd.
· Tristan, Los Angeles, California, 26, an eccentric playboy clothing designer who lives on Los Angeles’ west side.
· Erik, 23, New Rochelle, New York, a comedian of Puerto Rican heritage who lives in ritzy Westchester County, NY and is supported by his daddy who works in pediatrics.
· Afradet, Austin, 22, Texas, a sassy recent graduate of Palestinian background who is not afraid of a little disagreement.
· Vanessa, 23, San Diego, California, a controversial contestant from Urban Jungle season one returning for a second chance at the prize.
Sí TV is an English-language, Latino network featuring hip and irreverent, culturally-relevant programming targeting the growing young Latino and multi-cultural TV audience. Voted by Multichannel News as one of the “Top 10 Next Networks,” Si TV reaches 10 million homes nationwide. The network has forged affiliation agreements with Comcast Cable, Adelphia, Time Warner Cable, Cox Communications and Grande Communications, while EchoStar’s DISH Network features Sí TV as part of its “America’s Top 120” package. Investors in the network include EchoStar Communications Corporation (NASDAQ: DISH), Time Warner Inc. (NYSE: TWX), SYNCOM Funds, Columbia Capital, Rho Ventures, DND Capital Partners, Llano Partners and company co-founder Barshop Ventures.
Co-founded and chaired by Jeff Valdez, who was recently named a “Top 10 Player” in Hispanic media by Ad Age Magazine, Sí TV was established in 1997 as a production company to develop, produce and distribute original English-language, Latino-themed entertainment.
Comments:
Filed Under: Media
Posted by Elena del Valle on September 23, 2005
Los Angeles Mayor Antonio Villaraigosa and Constance Marie ("Angie" in the show)
Los Angeles Mayor Antonio Villaraigosa pays a personal visit to the Lopez family for the episode "George’s Dog Days of Bummer." According to the plot, the mayor decides to visit the show when he hears that George has been imitating him in order to bully a menacing biker (guest starring Bounty Hunter Duane ‘Dog’ Chapman) into releasing a stray dog that his depressed mom has grown to love, on “George Lopez,” Wednesday, October 5 from 8:30 to 9 p.m., ET), on ABC. “George Lopez” stars George Lopez as George, Constance Marie as Angie, Valente Rodriguez as Ernie, Masiela Lusha as Carmen, Luis Armand Garcia as Max, Belita Moreno as Benny and Emiliano Díez as Vic Palmero.
Los Angeles Mayor Antonio Villaraigosa will make a guest appearance as himself, Jack Blessing will be Jack Powers and bounty hunter Duane ‘Dog’ Chapman. “George’s Dog Days of Bummer” was written by Paul A. Kaplan and Mark Torgove and directed by Joe Regalbuto.“George Lopez” is broadcast in 720 Progressive (720P), ABC’s HDTV format, with 5.1-channel surround sound and Spanish audio via SAP.
Comments:
Filed Under: Media
Posted by Elena del Valle on September 22, 2005
Gloria Ruiz, Ph.D., Chair Department of Communication Arts, St. Thomas University
The first program of its kind, it was developed in response to the growing Hispanic media market and offers the only comprehensive, bi-lingual education in communications subjects which vary from Hispanic Events Management to Creative Processes in Visual Imaging. The latest experts to join the St. Thomas team are former editor of Buenos Aires Daily and film actor, Raul Urtizberea, Ph.D. who teaches Periodismo Escrito and Pascual Otazu, Ph.D., a recognized authority on contemporary values, who teaches Management Ethics.
The program is designed for working professionals with classes conveniently scheduled during evenings and weekends. The masters may be completed in as little as 15 months while a certificate can be completed in 36 weeks and classes can be applied toward the masters degree. Courses can also be taken individually as special certificate courses. For more information, contact Gloria Ruiz, Ph.D. at (305) 628- 6508 or gruiz@stu.edu or Andrea Campbell, Ph.D. at (305) 628-6526 or acampbell@stu.edu
Posted by Elena del Valle on September 21, 2005
Frida Kahlo Tequila Bottles
New York, NY — (Market Wire) — 09/19/2005 — Pizzorni & Sons, LLC Importers, in cooperation with the Frida Kahlo family estate, is launching a new tequila named for famous Mexican artist and style icon Frida Kahlo, the Frida Kahlo Tequila. Frida Kahlo Tequila, made in Jesus Maria, in the highlands of Jalisco, Mexico from 100 percent pure blue agave, will initially be launched in three U.S. markets, New York, Los Angeles, and Miami, and Mexico. The producers plan to expand marketing nationally in 2006. Frida Kaho Tequila, which will be sold at leading spirits shops and restaurants, will be available in three varieties: Blanco, Reposado, and Añejo.
Frida Kahlo Tequila Blanco, which will retail for $50, is fermented naturally for up to four days; the agave juices are then double-distilled in antique copper stills and bottled un-aged. Frida Kahlo Tequila Reposado, which will retail for $65, is aged after fermentation in American Oak casks for six to nine months before bottling. Frida Kahlo Tequila Añejo, which will retail for $90, is aged after fermentation in American Oak casks for at least three years before bottling. Southern Wines & Spirits will handle the U.S. distribution.
"This tequila is superior to others because it is elaborated in small batches through a 100% natural, handcrafted and traditional process. We only use the finest quality blue agaves and natural ingredients," said Jorge Gutierrez, president of Dorado, Pizzorni & Sons, LLC.
"It has been an exciting adventure to develop and launch a product that would characterize my Aunt Frida: her love for Mexico, her strength and her passion for life. Tequila, her favorite drink, accompanied her in the greatest moments of her life," said Kahlo’s niece, Isolda P. Kahlo. "While searching in the region of Jalisco it was a unique opportunity and a great challenge to obtain the right quality, taste and pureness that would match Frida’s expectations. Always taking care of the finest details, Frida Kahlo Tequila is a Super Premium Tequila that my family and I proudly present to the world, at the level and quality of the tequilas that Frida would definitely expect from her favorite drink."
Posted by Elena del Valle on September 20, 2005
HMCA and PRSA Present
A Hispanic Marketing & Public Relations Book Related Teleconference
HMCA invites you to a teleconference based on the first chapter of a new book, Hispanic Marketing & Public Relations – Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95). The first title published on reaching Latinos with marketing and public relations strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.
The teleconference entitled "A Snapshot of the U.S. Hispanic Market," has the same title as the first chapter of the book and will be presented by the chapter authors, Jonathan Ashton and Michele Valdovinos of Cultural Access Group. Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 per site for HMCA members, $150 for PRSA members and $250 per site for nonmembers.
The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website (www.hmca.org) The Public Relations Society of America (www.prsa.org ), based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.
Register Today!
HMCA member cost per site: $85 (join HMCA today http://www.hmca.org/join.htm)
Nonmember cost per site: $250
Registrations must be in writing,
Choose one of the links below, print and complete the form to register.
Download in Adobe Acrobat Format (requires Adobe’s free reader)
Download in Microsoft Word Format
Fax your completed form to 212-460-5460,
-OR-
Mail to
PRSA Registration
411 Lafayette Street, Suite 201,
New York, NY 10003
Posted by Elena del Valle on September 20, 2005
Marketing Consumer Products to Multicultural Markets
Reaching Hispanics, Asian- and African-Americans
December 8-9, 2005 Miami, FL
Marcus Evans will hold a conference on marketing consumer products to multicultural audiences December 8-9, 2005 in Miami, Florida. Totaling more than 85 million people, the multicultural consumers – comprising of Hispanics, Asian and African Americans – have replaced the Baby Boomer generation as the most lucrative market in North America. By 2050 these three groups are projected to account for approximately half of all consumers in the U.S.
The conference program will combine case studies and conference sessions and offer an agenda of senior level strategy sessions delivered by industry leaders. Cnference organizers say it will provide attendees with workable and proven solutions. The event focuses on current industry trends and initiatives that are changing the way marketing executives view multicultural marketing and identifying where their concentration will be for the future.Presenters include Santiago Blanco, director, Hispanic Marketing, North America, The Coca Cola Company, Berrece Andrews, associate director, Multicultural External Relations, The Procter & Gamble Company, Chiqui Cartagena, managing director, Multicultural Communications, Meredith Corporation, Kassim Dawson, Emerged Markets lead, Mercedes Benz.
There will be case studies and presentations on Capital Procurement: A Call for Bigger Multicultural Marketing Budgets to Capture the Growing Ethnic Consumer, National vs. Regional Promotion – Which Way to Go? Corporate Commitment: A Prerequisite to Successful Multicultural Marketing Efforts, Ensuring New Product Development Considers the Ethnic Segment, First and Foremost: Understanding the Consumer Through Segmentation, Effectively Measuring Return on Marketing Investment to Build a Proper Business Case to Offset Spending, and Consumer Assimilation – Discover the Best Strategic Approach.
Organizers say this completely editorial conference is a good fit for CMOs, heads of U.S. Hispanic, African-American, Asian Markets, segment, special or secondary markets, VPs, and directors of marketing, multicultural, ethnic and diversity marketing, market research and segmentation, direct or database marketing, product development or management, product and services development, business development, consumer markets, corporate strategy or strategic planning, marketing, promotions, advertising, brand management, public relations and communications and sales executives.
Conference details and registration information at www.marcusevansbb.com/consumerproducts
Posted by Elena del Valle on September 19, 2005
Author Juan Faura
But I Don’t Speak Spanish!
by Juan Faura
If you don’t speak Spanish, you might be thinking, “How in the world am I going to service these consumers if I can’t speak their language?”
Let’s analyze that. If you are selling a product, it is the product that is going to attract them and serve them, isn’t it? What you want is for the consumers to buy that product. If you are selling a service, the first step is to get them through your door or to pick up the phone.
As we know, there are a number of excellent translation services that can translate your materials, and there are also many small companies that can adapt your ads to fit the market. Once you have the customers calling or coming through the door, it will be much easier to determine the best way to service them, whether that means hiring a bilingual employee, a freelance translation company or a phone interpreter service. The key is to get the customers coming in or buying the product first.
First, Show Respect
The truth of the matter is that the best way to sell any customer coming through your door is to show them respect and to provide them with the attention that they deserve. While language facilitates that, it is not the only way to do it and in fact is not even a prerequisite. Along those lines, I would argue that the use of the following five phrases would immediately engender a connection to any Hispanic consumer, and if you learned not another word of Spanish these five phrases could be sufficient to make your business a Hispanic-friendly business.
Buenos días/tardes/noches (Good morning/afternoon/evening)
Uttering these words when coming upon a potential customer at a store or restaurant, for example, immediately says, “I recognize your culture, and I would like to try to make you feel comfortable in my store.” The Hispanic consumer comes away with the impression that this is a Hispanic-friendly place, somewhere he or she would enjoy returning to.
¿Cómo esta(s)? or Cómo le/te va? (How are you? or How is it going?)
Using this one will probably earn you a smile and a polite “Bien gracias.” Sometimes it may earn you a string of words because it is immediately assumed you speak the language. In either case, you can benefit from this because you will once again be showing respect and understanding.
¿Cómo le/te ayudo? (How can I help you?)
This is a direct way of showing to your Hispanic customers that you are willing and able to help them even though you do not speak the language.
Que le/te vaya bien
The actual translation of this phrase is “May things go well for you,” but for practical purposes it is very similar to “Have a nice day.” This is a casual and easy-going way to say goodbye and at the same time make your shop inviting to your Hispanic customers.
Con mucho gusto or Mucho gusto
This phrase is like a two for one. Con mucho gusto means “With pleasure,” and it is something you would say when you are asked for something or to do something. Mucho gusto means “It’s a pleasure to meet you.”
It seems so insignificant that learning a few phrases in a language can make that much of a difference, but they do. Learn from your customers. When they come in and you greet them in Spanish, listen to how they answer and learn what comes after that. You may not be fluent, but with each bit that you learn you will be deepening your relationship with your customers.
Notice that in some of these phrases there are two ways of saying something. That is because one way is formal and the other is informal. Como le va? is formal and Como te va? is informal, and similarly with the other phrases.
Excerpted from The Whole Enchilada: Hispanic Marketing 101
Reprinted with permission. ©2004 Paramount Market Publishing, Inc., Ithaca, New York (www.paramountbooks.com). Toll-free 888-787-8100.
Purchase "The Whole Enchilada"
Comments:
Filed Under: Books
Posted by Elena del Valle on September 16, 2005
Para Distribución Inmediata
Informes: HMCA
(305) 648-2848
hmca@hmca.org
Nota al editor: Puede obtener una copia del libro para artículos y reportajes a través de Publisher@poyeen.com
HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano
Miami, Florida – La Hispanic Marketing & Communication Association (Asociación Hispana de Mercadeo y Comunicación conocida por sus siglas en inglés como HMCA) y la Sección Multicultural de la Public Relations Society of America (conocida por sus siglas en inglés como PRSA) anunciaron recientemente una teleconferencia basada en el primer capítulo del nuevo libro en inglés titulado Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) para profesionales y estudiantes de mercadeo.
La teleconferencia, titulada “A Snapshot of the U.S. Hispanic Market”, tiene el mismo título que el primer capítulo del libro y contará con presentaciones de los autores del capítulo, Jonathan Ashton y Michele Valdovinos de la compañía Cultural Access Group. Los profesionales que acudan al seminario virtual contarán con un número de teléfono especial a través del cual escucharan la presentación y tendrán acceso a un portal virtual en el cual encontrarán los materiales visuales. El costo de la conferencia es de $85 para miembros de la sección, $150 para los miembros de PRSA y $250 para el público general por cada conexión.
Hispanic Marketing & Public Relations ofrece 435 páginas de información, análisis de casos, materiales gráficos, información del mercado y opiniones sobre el mismo basadas en la experiencia de los 19 autores expertos y beneficia a HMCA. El portal del Internet HispanicMPR.com www.HispanicMPR.com cuenta con información sobre el libro, una lista de autores e instrucciones sobre como recibir boletines electrónicos.
El libro, escrito por un digno grupo de expertos reconocidos por su conocimiento del mercado latino, cuenta con 15 capítulos escritos por 17 profesionales y dos profesores universitarios. Cris Ascunce de CAT Grafix, Inc. diseñó la portada. Los capítulos tratan en detalle diversos aspectos del mercado Latino de los Estados Unidos, la aculturación latina, como ubicar a los latinos que navegan en el Internet, la importancia de dirigirse a los latinos en su propio idioma, proyecciones demográficas, la imagen latina, las relaciones públicas dirigidas a los latinos, la prensa Hispana, la publicidad electrónica, los eventos como elemento del plan de mercadeo, los aspectos de calidad y cantidad a considerar en cuanto a la investigación de los mercados latinos y como prepara a expertos y comunicadores para entrevistas con la prensa. Carlos Santiago presidente de la empresa Santiago Solutions de California escribió el prefacio.
La Hispanic Marketing & Communication Association es una asociación profesional de voluntarios y sin fines de lucro dedicada a promover excelencia en el mercadeo dirigido a latinos. Visite el portal de Internet de HMCA www.hmca.org para obtener información sobre el mercado hispano, copias gratuitas del boletín de HMCA e invitaciones a eventos de la asociación. El Public Relations Society of America (www.prsa.org) con oficinas principales en Nueva York, es la organización más grande del mundo de profesionales de relaciones públicas y cuenta con más de 28,000 miembros profesionales y estudiantes
###
