latino lingo

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

Friday, October 14, 2011

Free "How To" guide to Hispanic social media marketing available

The official 2011-2012 U.S. Hispanic Social Media Guide, the second annual "How To" guide to Hispanic social media marketing, is now available for free download by registering at .

Produced by Hispanicize and the Hispanic PR Blog in partnership with the Hispanic Public Relations Association  (HPRA) and the Word of Mouth Marketing Association  (WOMMA), the 62-page guide explores current and upcoming trends in the Latino social media and marketing.

Among this year's highlights are unique content directly from the Hispanicize 2011 conference as well as a surprising, first-of-its-kind report on how Fortune 100 companies are using various social media platforms to reach Hispanics.

Read the whole story here.

Thursday, October 13, 2011

AHAA: Strong relationship between ad spend allocation to Hispanic media and revenue growth

The Association of Hispanic Advertising Agencies, who is hosting its annual conference in Miami this week, released a report that shows that the higher the percentage of overall all spend allocation to Hispanic media, the higher the company's revenue growth.

Specifically, those companies that allocate more than 14.2 percent in Hispanic marketing are showing high levels of topline revenue growth, the report says. 

AHAA has divided Hispanic advertisers into five categories:
  • Best in Class, defined by their allocation of more than 14.2 percent of overall ad budgets to Hispanic media;
  • Leaders, companies which allocate between 6.4 and 14.2 percent;
  • Followers, which allocate between 3.6 and 6.4 percent;
  • Laggards, defined by their Hispanic allocations of 1.0 to 3.6 percent; and
  • Denial, defined by their allocation of less than one percent.

Those of you who follow my blog or see my Hispanic Marketing Forum presentations know how much I talk about the importance of budget allocation.  I still confront many companies who claim not to have a "Hispanic marketing budget" when in fact their issue is one of proper allocation rather than needing more resources.

I invite you to read an article I wrote on the topic of allocation in April 2009 in Media Post that still rings true today.