latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Friday, March 17, 2006

Miller responds to beer boycott

"We are on the same team" is Miller Brewing Co.'s response to a threatened boycott of their products in Chicago as a result of Miller's contributions to the political campaign of Sen. James Sensenbrenner (R-Wisc.). The senator is behind a bill that calls for strengthening U.S. anti-immigration laws and construction a wall along the U.S.-Mexico border.

In an article in Hoy's Chicago version, the company's spokesman said they donated $2,000 to the senator in 2004 since he had supported company business causes, and not for social issues. He also added that they have provided more than $2 million over three years to Hispanic organizations throughout the country, and they have developed programs for scholarships and naturalization.

The beer company also put out "an unusual" one-page ad in Thursday's edition of Hoy, according to an article in Marketing y Medios .

Not sure what Marketing y Medios means by "unusual" since I haven't seen the ad. But, there is nothing "unusual" about companies buying full page ads to state their cases.

I was actually recently interviewed by a local TV station to comment on a company in the state whose union workers are striking about the effectiveness of these ads (they have placed them in the area papers) to communicate their points. What I said is that they are an effective way to ensure your messages are communicated to an intended audience without a filter (i.e. the news editors) or conflicting sentiments (i.e. if they also interviewed a union person in the same article).

However, they are not effective if this is the only means of communication. A broader public relations and media relations campaign is needed. And, much of that must be done prior to the strike (or boycott in Miller's case). For examples, make sure you establish positive ties and trust with the media so there is a good relationship and you can ensure your story gets told. That means, answering their queries in a timely manner whether the news is good or bad. All too often companies are happy to send out all their positive news for media coverage, but stonewall when they call for something that is not too positive. Don't put out your bad news at 5:00 on a Friday in hopes it doesn't get covered or try other "tricks" to do damage control. This is very transparent to the media. They will remember that next time you're looking for ink on a positive story ... or when the mierda hits the fan.

It appears Miller has done that as the stories I've seen speak to the work the company has done to support the Hispanic community. It is also good that they have a track record, $2 million is not shabby and certainly more than many companies contribute.

They now need to continue to be active and continue to appear responsive to the concerns of the organizations threatening to boycott. The message they have to get out is to weigh the value of a $2,000 contribution to the general campaign of someone who does things out of Miller's control against the $2 million they have contributed to support Hispanic causes.

2 Comments:

  • At 3:30 PM , Anonymous Anonymous said...

    WE have NEWS for the Pro-Illegal Alien supporters, and Miller Brewing Company....YOU DO NOT SUPPORT ILLEGAL ALIENS (criminals) without having to pay a price. This is the REAL BOYCOTT, started after Miller Brewing Company wrongfully supported the marches over LAbor Day.

    http://porgietirebiter.bravejournal.com/

    Over 100 Organizations to Boycott Miller Brewing Company for their support of illegal immigration.

    EMBARGO: Till Tuesday, September 5

    CONTACT: Jason Mrochek & William Gheen
    www.MillerBoycott.com
    media@millerboycott.com
    (866) 329-3999

    A coalition of over 100 groups that support the enforcement of America's existing immigration laws, including charges against employers that hire, aid, and abet illegal aliens, has launched a national boycott of Miller Brewing Company and their parent company SABMiller plc.

    The boycott message is simple. Miller Brewing Company supports illegal immigration by giving money to groups that support amnesty, marches, and benefits for illegal aliens. Citizens are encouraged to "Dump the beer! Dump the stock!"

    A website containing boycott instructions, a petition, and documentation has been launched at www.MillerBoycott.com

    Citizens supporting the boycott are encourage to avoid Miller Brewing Company products such as Miller Lite, ICE House, Miller Genuine Draft, and Milwaukee's Best. Citizens are also encouraged to divest in the company's stock and any mutual funds containing their stock. Fliers, stickers, and e-mail forwards are also provided.

    "It is time for these large corporations that are using their financial influence to open America's borders to be punished!" said William Gheen of Americans for Legal Immigration PAC (ALIPAC). "It is time for the immigration enforcement movement to show these unscrupulous corporations what we can do when we all work together."

    The boycott is being arranged under the banner of the National Illegal Immigration Boycott Coalition which plans to organize over 100 groups behind the effort. Jason Mrochek of WeHireAliens.com and FIRE Coalition, and William Gheen of ALIPAC are heading up the effort.

    "Miller Brewing Company is giving money to groups that support amnesty and citizenship for illegal aliens that have broken many of our laws." said Jason Mrochek of FIRE Coalition. "The last thing we need is more illegal aliens driving drunk and killing American citizens."

    Congressman Steve King's office reports that thirteen Americans are being killed by uninsured drunk driving illegal aliens every day as a consequence of America's unenforced immigration laws. Miller Brewing Company plans to increase profits by marketing their beer to the Hispanic markets that are growing rapidly due to illegal immigration.

    All members of the media and public that are concerned about corporate influences using their power to usurp the existing laws of America and the representation of the American public are encouraged to support the boycott and visit www.MillerBoycott.com

    www.WeHireAliens.com is the nation's largest online database of employers allegedly hiring illegal aliens where citizens can report employers that hire illegal aliens to Immigration and Customs Enforcement through the site. ALIPAC is a national political action committee dedicated to securing America's borders and enforcement of existing immigration laws found online at www.alipac.us


    ###

    Paid for by
    AMERICANS FOR LEGAL IMMIGRATION PAC
    Post Office Box 30966, Raleigh, NC 27622-0966
    Tel 919) 787-6009 Toll Free 866) 329-3999
    FEC ID: C00405878
    _________________
    illegal immigration news in America Enforce our existing immigration laws!

     
  • At 7:06 PM , Anonymous Blakeaflatoxin said...

    So sad that so many resources are
    being used in the "anti-Miller" fight. I bet those same folks
    consume products and utilize the
    services of companies that employ
    "illegals", knowingly or not.
    Do these folks boycott ALL of the
    THOUSANDS of "dirty" products found in our stores! NOPE! I think they
    {Miller boycott morons} can do much
    better in this semi-noble fight.
    I say it's semi-noble only because
    there are MORE IMPORTANT ISSUES!
    I would like to see just how carefully the Miller boycott donations are being spent! RIP-OFF! Hmm, let me guess. A new office,
    computers, {laptops no doubt} and
    $500.00 vibrating leather office
    chairs and oh, a big HDTV flat screen so you can see if your boycott has been mentioned on Fox-
    News! Naaa, I'm sure they're using
    every dime wisely! Hey, I do know one thing about people born in America... THERE IS A SUCKER BORN
    EVERY MINUTE! ...Just my 2 bits. ;)

     

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