Category Archives: Hispanic marketing

The Top 7 Ways to Write a Winning Scholarship Application

images-3I was judging scholarship applications over the weekend for the Hispanic College Fund and I thought it might be useful to pass along these observations and tips.

1.  Write for your audience.  This is basic advice for most business writers, but for some reason it is lost on many applicants.  Think about your audience and what will move them to give you a good score.

2.  Spelling and grammar count.  I was amazed at how many spelling and grammar errors I found in the applications I was judging.   I try not to judge others harshly for their errors (I’m not perfect either) but this is a highly competitive scholarship process and spelling counts.

3.  Answer the questions.  Community service was a big part of the application but several people didn’t address this in their essay.  They might have had a great record in community service, but I couldn’t tell from their application.

4.  Sell yourself.  There’s a fine line between selling yourself and bragging, but successful applicants will walk that line and sell the attributes that make them stand out from the rest.

5.  Tell me a story.  Everyone loves a good story.  Everyone hates reading “dry” applications.  Make it a good read.  Tell me your story, evoke some emotion, make me identify with you.

6.  Use the letter of recommendation to add to and amplify your application.  It seemed that a lot of applicants asked someone to write a letter and were happy to include anything they received.  Make sure your recommender reads your application before they write their letter and ask them to amplify and confirm what you’re telling me.  If you’ve done a good job in the application, this will be easy for them.

7.  Ask several people who are knowledgeable about scholarship applications to read your application and make suggestions on how you can make it better.  Expect to write several drafts until you feel it is perfect.  

Good luck to all scholarship applicants and I wish you the best in all of your endeavors.

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Filed under Hispanic marketing

Short codes may save traditional media

 

Struggling

Struggling

Thanks to Jim Washok at OTAir for sending along Nielsen’s “The Short Code Marketing Opportunity.”

 

This is a great primer on how marketers are using Common Short Codes or “short codes” for text (SMS) and multimedia (MMS) messaging to build awareness, drive relationships and even sell products using mobile devices.

If you’re interested in the short code marketing opportunity, I suggest you take the time to read Nielsen’s report.

Some of the things that jumped out at me are:

The average number of text messages eclipsed the number of phone calls for wireless subscribers in Q4 2007 and the gap continues to widen.

A case study for Ashley Furniture shows one example of ROI on a text message campaign:  For every $1 spent on the campaign, $122 was generated in revenue.

Hispanics and African-Americans recall text-message ads almost twice as often as whites, making them an excellent target for text campaigns.

But what really interests me the most is the opportunity for traditional media (TV, print, outdoor, radio) to use text as an immediate call to action and to build interactive relationships with their viewers, readers or listeners.  Traditional media, particularly newspapers, have been hit hard by the current advertising slump and text campaigns are a great way to add value to advertisers and capture a database of loyal customers.

Nielsen found that radio station ALICE 97.3 KLLC-FM in San Francisco had logged more than a million transactions to its short code in Q2 2008 by listeners making requests, entering contests and chiming in on surveys.  That’s an excellent example of how traditional media is using text campaigns to build relationships.

As traditional media, particularly print, continues to struggle, short codes may prove to be their salvation.

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Filed under Daniel Durazo, Hispanic marketing, Mobile Marketing

Can you get gray and “less white” at the same time?

As a diversion to our current economic upheaval, I’ve been meaning to post this article about America growing older and more diverse by 2050.

According to the U.S. Census Bureau, minorities, now at about one third of the population, will become the majority population in 2042 and will make up 54 percent of the country by 2050.

The shift among children is astounding.  Today, 44 percent of children are in minority groups.  By 2050, 62 percent of children will be minorities.  Maybe by then we’ll have to stop using this word “minorities.”

Hispanics will nearly triple between now and 2050, eventually making up about a third of the total population.  That’s amazing.

Non-Hispanic whites will grow by only less than 2 percent over this time period.  The 85 and over population is expected to triple and the percentage of Americans who are working age will drop from 63 to 57 percent.  By 2050, minorities will also make up the majority of all workers.

It’s gonna be a brave new world.

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Filed under Daniel Durazo, Hispanic marketing, Hispanic voters, Multicultural Marketing

Radio Drives Mobile

 

Mobile Driver

Mobile Driver

Recently, my work in the radio industry and my interest in mobile marketing have crossed paths.  

 

Thanks to my colleague Doug Zanger at Small Plate Radio, I’ve found myself in several radio industry posts. I’m on the radio jury for the London International Awards, I’m the moderator for the Radio Suits group on the radiocreativeland talent pool and I handle media relations for the soon to be launched Good Radio Stories, an online PR service showcasing the charitable acts of radio stations across the country.  GRS is a Radio 2020 project commissioned by the Radio Advertisers Bureau, National Association of Broadcasters and HD Radio Alliance.

The more that I play in the radio world (I have a broadcast journalism degree) the more clearly I see synergies between radio and mobile marketing.  As I pointed out in my post “Drive to Mobile,” one of the best attributes of mobile marketing is the ability to “capture” an audience no matter where they are or what they’re doing. 

Where people can often be found is listening to the radio in a car, at home, at work or in someone else’s store, gym or drycleaner.  Radio therefore is a perfect medium for Drive to Mobile because it is ubiquitous and can be accessed from anywhere (just like mobile phones).

This fact is not lost on mobile marketing providers.  Companies like HipCricket and Spark Network Services offer radio stations turnkey mobile solutions to further relationships with listeners and provide stations with an additional revenue stream.

HipCricket has also just signed a deal with the Spanish Broadcasting System to build loyalty groups via text. I know from my work in the Hispanic market that Hispanics are a great target for text campaigns.

When it comes to building Drive to Mobile campaigns, radio is a terrific medium.

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Filed under Hispanic marketing, Mobile Marketing

My Bottled Water Conflict

 

Selling Water Can Be Fun and Profitable!

Selling Water Can Be Fun and Profitable!

I recently came across this article about the launch of Nestlé Waters first ever marketing campaign targeting Hispanics.  The campaign includes an endorsement deal with Cristina, TV spots on Univision, spot radio in major Hispanic markets, print advertising (print lives!) a consumer contest and in-store hoopla.

The best thing about all of this is that the ads feature Cristina talking about health topics, including the risks associated with obesity and diabetes.  The campaign was created by the fine folks at Castells & Asociados.

Obviously there are a lot of ways to sell bottled water and I applaud Nestlé and Castells for using their marketing muscle to get behind reducing obesity and diabetes in the Hispanic community.  This is a cause which I cannot endorse more strongly.

In 2005, one in four U.S. Hispanic adults was obese (not just overweight).  But what’s most alarming is the trend with children.  One in six Hispanic high school students is overweight and 24% of Mexican-American children aged 6 to 11 are overweight, compared to 20% for African American kids and 12% for non-Hispanic whites.  It’s well known that obesity can lead to higher insulin levels and type 2 diabetes as well as other health problems like asthma, high blood pressure and sleep apnea.

There are factors that contribute to this situation, including genetics, that cannot be controlled.  But two major factors that we can impact are exercise and nutrition.  Any effort to get kids and their parents to dump the soda and other high calorie, low nutritional value foods, should be supported.  Everyone can benefit from drinking more water and from using water as a substitute for high calorie beverages.

But here’s the rub.  If you’ve been paying attention, bottled water producers are bottling and selling a product we don’t really need (tap water works just fine) and creating a nasty, land-filling byproduct in the form of plastic bottles that live forever.

So what’s a health conscious enviro-wannabe like yours-truly to do?  I’d gladly give Nestlé my frequently sought, yet seldom given, stamp of approval if: Nestlé also educated its consumers on the need to recycle those ugly little plastic bottles and better yet, provided an incentive for them to do so.  

After that, I’d hope that folks would get tired of expensive bottled water and turn to taps, filters and reusable bottles.  But one step at a time.

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Filed under Climate Change, corporate social responsibility, CSR, Green Marketing, Hispanic marketing, Multicultural Marketing

Hispanic Voters May Hold the Key

images-15My friend Robert Powell, editor of Virginia Business magazine, asked me to write a column about the importance of multicultural voters in the 2008 presidential election.  I really didn’t know what I would learn when I started writing (that’s what’s fun about pretending to be a journalist), but in the end I was impressed by how much power Hispanic voters will wield in November. Hispanic voters may hold the key to the identity of our next president.  Many thanks to my street-smart colleague Mark Magaña and to USC’s expert-in-residence Harry Pachon for their very generous contributions to this article.

UPDATE:  Scramblewatch ’08 has a great post about McCain’s Latino Problema and chronicles how many Latinos shifted away from the Republican Party (2006 being the Republicans’ highwater year) and toward the more friendly-to-immigration arms of the Dems.

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Filed under Hispanic marketing, Multicultural Marketing

Hispanic Kids Go Green

 

Kids Show It's Easy Being Green

Kids Show It's Easy Being Green

According to Kids and and Tweens in the U.S., a new study from Packaged Facts, kids and their parents have become increasingly interested in protecting the environment. As a result, eco-friendly products are beginning to make headway among children ages 3 to 11. And companies that produce and market products to these kids and their parents are starting to take heed.

Kids ages 3-11 in the U.S. have personal incomes totaling $19 billion, the study found, and is expected to reach $21 billion by 2012. Parental spending on food, clothing, personal care items, entertainment and reading materials reached $123 billion.

Marketers that promote eco-friendly products may find success in tapping that spending. Based on data from Simmons Market Research Bureau, the study found that a significant majority of kids 6-11 express concern for environmental issues. Nearly three-quarters believe people should recycle; 40% say you should buy recycled paper products.

More than half of kids 6-8 encourage their parents to buy green products. Hispanic kids are far more likely than kids in other population segments to push their parents to buy green products. This underlying demographic characteristic may explain why kids living in the Pacific region—which has a relatively large Latino population—have a higher likelihood of trying to get their parents to go green.

Perhaps we should be inviting these kids to our NLCCC briefing in New York. After all, the goal of educating Hispanics about the importance of Global Warming is to help insure that our kids and all future generations can enjoy this planet as we have.

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Filed under Green Marketing, Hispanic marketing, Multicultural Marketing