Posted by Elena del Valle on September 13, 2005
Editors: Email review copy requests to publisher@poyeen.com
Miami, FL – The Hispanic Marketing & Communication Association, HMCA, announced today that a new book Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) for marketing professionals and students will benefit HMCA. The book, which provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, will be available to the public in September. Information on the book, including a list of authors and pre-publication sign up instructions, is available at www.hispanicmpr.com .
Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations. Authors include a veritable who_s who of U.S. Hispanic marketing. Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.
“It’s really exciting to see experts from across the country collaborate to provide this information which is invaluable for practitioners and students alike, ” says editor Elena del Valle. “The book provides access that would cost readers hundreds if not thousands of dollars in research and consulting fees for a very affordable price while benefiting a nonprofit association dedicated to promoting Hispanic marketing excellence.”
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
Posted by Elena del Valle on September 13, 2005
Marketing priorities have shifted across America following the U.S. 2000 Census. More than ever, marketing experts have become aware that it is necessary to understand and take special steps to make an impression on minorities and influence their behavior effectively. This is especially true with Latino audiences, whose combined buying power is projected to reach $1 trillion by 2008. For years Hispanic marketers have relied on language proficiency to determine their marketing strategies. English language materials are often translated to Spanish as the sole means to reach the growing Hispanic population in the U.S.
Extensive research and years of practical applications indicate reaching U.S. Latinos effectively requires much more than translations. Many experts agree that cultural understanding and market segmenting are essential marketing tools. Hispanics are diverse and from many backgrounds, races, countries of origin, political and religious beliefs. Latino subgroups have spread across the nation and expanded their spheres of influence in countless areas. Following are five steps marketers, communicators, entrepreneurs, business owners and anyone else wishing to tap into this increasingly profitable market can take to improve the impact of their outreach campaign:
Acknowledge the diversity of the U.S. Latino markets
Identify which segment(s) of the market you wish to reach (for example, first, second, third generation)
Determine the characteristics of the targeted segment (such as age, area of residence, income level, language fluency)
Collaborate with market experts to identify specific strategies and tactics
Formulate in-language and in-culture marketing and communication strategies specific to the targeted segment
This information was drawn from Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95). To learn more about reaching U.S. Latinos effectively, visit www.hispanicmpr.com . For review copy requests, email publisher@poyeen.com
Posted by Elena del Valle on September 13, 2005
Hispanic Marketing & Public Relations Book Flyer
Posted by Elena del Valle on September 13, 2005
Hispanic Marketing & Public Relations Book Flyer
Posted by Elena del Valle on September 13, 2005
LatPro CEO and founder Eric Shannon
Ft. Lauderdale, Florida – September 2, 2005 – The National Association of Hispanic Publications, Inc., NAHP, an organization representing Hispanic publications in the United States, and LatPro.com have entered into an exclusive agreement resulting in the recent launch of a newly redesigned and upgraded NAHP website, including a state-of-the-art online career center powered by LatPro.
LatPro.com, an employment website for bilingual professionals in the Americas, developed the new online face of NAHP focusing on enhanced interactivity and expanded services for the association’s membership of over 200 publications. Improvements include password-protected premium areas, secure payment processing, a news center, downloadable documents, and the new NAHP career center.
"The NAHP is always looking for innovative ways to provide professional tools for Hispanic publications and to inform the public about the rapidly-expanding Hispanic print media. This partnership is an integral part of that mission, enabling NAHP to enhance our online presence, improve our Web site’s usability, and add features and services for our online readership," said Lupita Colmenero, president of the National Association of Hispanic Publications.
Leveraging LatPro’s extensive database, NAHP’s integrated career center allows candidates to access job listings, perform advanced database searches and create personalized email "job agents." Human resource professionals are also able to generate qualified candidates through the website. The revitalized site provides resources for NAHP’s member publications and information about upcoming events such as the 2005 Dallas Ad Summit and 2006 NAHP Annual Convention in Las Vegas.
"We are proud to join forces with NAHP in this effort to connect the Hispanic community with the latest information and online tools available through Internet technology," said Eric Shannon, founder and CEO of LatPro.
The National Association of Hispanic Publications, Inc., (NAHP, Inc) is one of the largest organizations representing Hispanic publications at the national level. NAHP, Inc. works with more than 200 member and affiliated publications that share a combined circulation of more than 10 million. Its member publications reach more than 50 percent of Hispanic households in 55 U.S. markets every week. NAHP, Inc. provides professional tools to assist Hispanic publications to more effectively reach their readership. Since 1997, LatPro is a leader in online employment resources for Hispanic and bilingual professionals. With more than 280,000 members and 90 of the Fortune 100 companies using its service, LatPro is one of the largest diversity employment sites.
