Elections 2020: Florida’s Hispanic vote will be strategic

Nobody can denied the importance of the Hispanic Vote in US, especially, when this group grew importantly during the last years. In fact, Florida’s Hispanic electorate grew by 81 percent between the 2014 and 2018 midterm elections. Moreover, Hispanics who registered to vote as independents grew by 101 percent, meaning Hispanics are the fastest-growing portion of Florida’s electorate heading into the 2020 election.

Other relevant fact is that the voters are younger than previous elections. Univision CEO Vincent Sadusky said in a statement. “2020 is shaping up to be an especially competitive election and, particularly in many large states including Florida with significant Latino populations, we have no doubt Hispanic America will play a key role in picking the next president and which party controls Congress.”

According to MiamiHerald, this is one of the reason because Florida Sen. Rick Scott focused heavily on Hispanic voters in his successful 2018 campaign, spending millions to run Spanish-language ads during major events like the 2018 FIFA World Cup and touting his visits to Puerto Rico throughout the campaign. The Spanish-language TV campaigning, combined with an anti-socialism message in South Florida, helped Scott and Gov. Ron DeSantis win narrow victories over Democrats.

The same source showed another interesting piece of data: how Hispanic Republicans in the city of Miami shaped statewide races. Despite voter registration growth among Hispanics in Miami-Dade lagging behind statewide Hispanic growth rates, turnout among Hispanics in Miami-Dade was three percentage points higher than the statewide Hispanic average. That means more Hispanic voters who were previously registered showed up at the polls, evidence that older, Cuban-American voters who tend to vote Republican showed up in 2018. In many precincts across Miami-Dade, Scott and DeSantis outperformed Donald Trump’s 2016 showing.

For sure, next elections will be again an interesting political event in the US. If you are the responsible for the marketing budget on the next Elections 2020, what are you going to do?

More resources:


Who are millennials?

Millennials Generation

According to Pew Research Center, anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

What are millennials?

This is the term that most people recognize the most, commonly associated with avocado on toast, and ‘snowflake’ culture.

They are born between the early 1980s to the mid 1990s or early 2000s, so many young adults nowadays would define themselves as millennials.

The generation was severely impacted by recession, as it caused record unemployment, affecting young people joining the workplace, as well as a period of economic instability.

Why are Hispanic/Latino Millennials Different than other Millennials?

According to Dr. Di Ann Sanchez SHRM-SCP, Ph.D, there are several reasons why Hispanic/Latino Millennials are different than Non-Hispanic Millennials.  First, Non-Hispanic Millennials tend to defer significant life events such as marriage, having children, and buying a home.  For example, non-white Millennials average age for first-time births is 27 years old, Latino Millennials average for first-time births is 24 years old.  Moreover, 1/3 of Hispanic Millennial Moms have three or more children versus about ¼ of Non-Hispanic Millennial Moms. Therefore Latino/Hispanic Millennials are considered the “early adulthood” Millennials.  Why does this matter?  It matters because employers want to attract and retain employees.  Hispanic Millennials who have children earlier, will limit job hoping to build their families and potentially buy a home earlier.  Latino Millennials will look to their employer for stability, a place to stay longer and build a career with the company.

According to The Manifest, there are 5 key to reach them from the marketing perspective:

  1. Tell a story with a video. Millennials don’t want to read about your brand – they want to see it.
  2. Take a Stance. Millennials seek both authenticity and value. Taking a strong position (without any positioning) will allow you to reach these purpose-driven purchasers.
  3. Promote on Reddit. You can run a promotion on Reddit, “The Front Page of the Internet.”
  4. Reach Across All Channels. Brands must be present across all channels to reach millennials.
  5. Boost Visibility With Search. Search advertising is an effective way to advertise to millennials directly.

To advertise to millennials successfully, find ways to display your brand as the relevant and trustworthy ally. Do this and your advertising will successfully attract, engage, and convert this cagey demographic. If you need help to target this audience or other multicultural segments, check it Alcance Media Group.


Video, importance of the Hispanic market

Audiences are in constant evolution but one of the most dynamic segment is the US Hispanic. This market is rapidly developing in a changing world.

Just a couple of empirical notes. Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66% more video content on their smartphones every week than non-Hispanic consumers.

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online (emarketer.com).

 

Why this segment market is important?

In the first place, Hispanic Americans projected to account for roughly a third of the US population by 2050, the time to start targeting this market may be now (thenextweb.com). Maybe to can check our post about Hispanic drive homeownership growth.

In the second place, they are already a connected segment. “Hispanic consumers in the U.S. are now considered a very connected and digital first community. Effective outreach to different cultures within the hispanic market can spread like wildfire down to their home countries,” wrote Nick Kyriakides, COO at NetTALK. When it comes to marketing to this market, it is important to leverage digital channels.

This is why many companies are trying to implement more video based services. For example Entel, among Chile’s largest telecommunication companies, recently introduced a new video platform powered by the Kaltura TV Platform. What they are trying to do is to push their platform and get more exposure for brands and advertisers willing to target this market.

Source: https://corp.kaltura.com

For sure, in the short term the video arena will be full of rude competition. The good news is this kind of scenarios are always good for consumers and an interesting opportunities for new businesses.

Finally, if you want to learn more about the Best Practices to Reach a Diverse Audience, check this post on: https://www.reachmulticultural.com/


360-degree video header

Now, it’s possible: to add a 360-degree header to your post. Check it out!

This is a prototype. Source and license: https://vimeo.com/251750357


Automakers Focus On Hispanic Consumers

How marketers are trying to impact this or other audiences? Well, using new high-end technologies like 360-degree videos, even in the launch of the new models.

There’re new formats like 360-degree video ads, check it out:

if you like, check how a “360-degree video header” works: https://www.reachhispanic.com/360-degree-video-header/


Working remotely from Chile, Part II

Second working day (check my previous post) and I found an excellent place. In the neighborhood of Providencia, east side of the city, there’s a small shopping center call “Drugstore”. I know it’s confusing but it’s not literally a drugstore, it’s a place full of shops. Maybe in the past the place had an important drugstore but today there are restaurants, cafeterias, handicraft shops, etc.

There’s a place called “Te Verde” with very good coffee and a long table where you can plug your computer and work from there.

Quick note, if you have Diabetes like me, they have a “Kuchen” (an old bakery piece of cake originally from Germany) without sugar. Yes, without sugar. It’s also possible to ask for lunch, most of the alternatives include vegetables and natural fruit juices.

You can be there for hours because the place is quiet, the Wi-Fi is good, you can plug your computer and charge your phone but chairs are kind of uncomfortable to be honest.

If you decide to explore the area for other lunch alternatives, I strongly recommend Soler. It’s a restaurant in the Neighborhood of Suecia and they have a sandwich based on spicy pork. Believe me, you won’t regret. You are right, it’s not for people with diabetes but… there’s nothing than 5 miles can fix it. No?

 

Eduardo


Working remotely from Chile, Part I

I just arrived to Chile, the place where I was born, more or less, 4 decades ago. And today is my first working day from here and I decided to do it from some of the places where I used to work in the past: Santiago Centro.

After 4 years from my last trip, Santiago is different. Without Internet (no Uber, no Whatsapp) and too many changes in the city I feel like a foreign guy.

Certainly, my first option to get some Internet was Starbucks… bummer. For some reason, their Wifi works under a Firewall and I could navigate only in a bunch of sites. I spent $7 for nothing.

Second choice. I went to GAM, it’s a museum and art gallery. This place played an interesting role in the past, 35 years ago, if you are interested, google it. Well, It was impossible to connect the Wifi and also, the place was closed.

Third choice. I went to Centro de Extensión Universidad Católica. Finally, good Internet and reliable. Problem, only works in certain areas and if you would like to take the chance of a coffee, to will out of the range. Also, there’s no chairs to stay for a while.

Final choice of the day. Almost accidentally, I visited BLV Alameda. This is Food Court with many small stores, all of them very very nice. In this place I found a few restaurants (I tried Caesar Salad with a natural juice for $7) and the Wifi was great, fast, no firewall, etc. Also, there’re a restrooms for free. Limitations? You need to bring your computer fully  charged.

Well, I will continue my search and as soon as I get something new, I will put it here.

 

Eduardo


Planning to travel to South America? What about the North of Chile?

Chile is an easy country to visit. For U.S. citizens entering Chile must have a valid passport. U.S. citizens traveling to Chile for recreation, tourism, business, or academic conferences do not need to obtain a visa prior to their arrival in Chile. A Tourist Card will be issued for a stay of up to 90 days.

Santiago is the capital of Chile; it’s a cosmopolitan city with excellent hotels, restaurants, bars and shopping from tiny boutique and craft fairs to giant shopping malls. There are many social and cultural attractions such as art galleries, museums, theaters, opera and ballet, lively nightlife, parks, etc.

Because Chile is a very long piece of land, its extremes are very different; the North is hot and the South is freezing. Well, if you prefer places plenty of sun, certainly the north should be your destination.

In the North of Chile there are thousand of impressive places for visiting and we would like to recommend one: San Pedro de Atacama. Here you can find unique regions like Valle de la Luna, flamingo populations, and sand dunes. For one of the most spectacular places to spend a sunset, do not skip the desert.

The following video is a 360-degree video compilation about the driest desert in the World, the Atacama Desert. To enjoy this immersive video, please click on the video and move it in any direction to watch everything around. If you are using a mobile device, simply drag and drop with your finger to move the point of view of the video  Enjoy it!

 

Because we know that is difficult to image a place like this before to travel but we would like to recommend a website where you can visit “virtually” this place in www.chilein360.com. For sure, you will like to be there in your next vacations.


The Chilean Independence process

The Chilean Independence process

Napoleon’s invasion of Spain and the arrest of Fernando VII in 1808 were two of the fundamental factors in Chileans’ desire for independence. On 18 September 1810 the First National Government Junta was proclaimed and the process of autonomy and liberation from Spanish dominion was underway.

The first National Congress was elected, a Constitutional Regulation was drafted, Chile’s first newspaper La Aurora de Chile was published, and a national flag and coat of arms were created. 18 September is the national day and that is when the independence celebrations are held.

The patriots fight the royalists

The patriots’ initiative was rejected by sectors with ties to the Spanish crown opposed to the idea of independence. Both groups confronted each other militarily beginning in 1814 and the royalists, loyal to Spain, regained control of the country.

From exile in Argentina, Bernardo O’Higgins organized the liberating army and, together with José de San Martín, Governor of Mendoza, he crossed the mountains in 1817 and began the historic phase known as the Patria Nueva (New Homeland). After several confrontations with the royalist forces, the patriots were victorious and declared independence in February 1818. Bernardo O’Higgins was chosen Supreme Director of the nation.

Source: https://www.thisischile.cl/history/independence/?lang=en


Mexican Independence Day

Mexico Independence Day

Cinco de Mayo, a popular holiday celebrated in the United States, is often confused with the celebration of Mexican Independence.  But did you know that September 16th is really Mexican Independence Day and one of the biggest holidays celebrated among Mexicans?

In 1810, a priest named Miguel Hidalgo in the Mexican town of Dolores first issued the “El Grito de Dolores” or “cry for Independence”.  During Hidalgo’s famous “El Grito” speech, he motivated the Mexican people to revolt against the tyranny of Spanish rule.  He then led a poorly trained army to win several battles and after a decade of fighting, Mexico finally won their independence from Spain in 1821.

In Mexico, September 16th is a national holiday.  All government offices, banks, and schools are closed on this day and there are many parades and civic ceremonies across the country to commemorate Mexico’s independence. The Cry of Dolores is also re-enacted by local politicians in the public squares of most cities and towns throughout Mexico.

Similar to the 4th of July in the United States, Mexico’s Independence Day is celebrated with parties, festivals, bell-ringing, parades, and especially great food.  Some of the common foods used to celebrate this special day include traditional Mexican cuisine like tamales, Queso Fundido (Mexican cheese fondue), Birria de Borrego (Spiced Roasted Lamb), Pozole (a soup made of hominy and pork), Chiles En Nogada (a Mexican dish that has the colors of the Mexican flag), tacos, guacamole, and is washed down with a delicious margarita or tequila.

Whether you have a Mexican heritage or just love Mexican food – September is a great time to celebrate Mexican culture and try out the delicious and authentic flavors that Ramona’s Mexican Restaurant offers.

 

Source: http://www.ramonas.com/mexican-independence-day-facts-food-tradition/