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.


Latin American elections 2019

2019 Elections in Central & South America: Improvement or Status Quo?

On the heels of the 2018 elections that brought Colombia’s (Ivan Duque), Mexico’s (AMLO Andres Manuel Lopez Obrador) and Brazil’s (Jair Bolsonaro) new leaders to the top post in Latin America, the 2019 elections may not be seen as reaching the same level of impact on the world stage.  However, for the six countries planning elections in 2019, elections are always key to defining whether the future for which path these countries take.

Latin American Countries with elections in 2019

  • Argentina
  • Uruguay
  • Bolivia
  • Panama
  • El Salvador
  • Guatemala

For details of the election timing and key concerns, Americas Society / Council of the Americas is a great resource.

While Argentina represents the largest economy and a country facing numerous challenges, for the U.S., there is definitely a focus on Central America which is a key source of the immigration debate.

For Central America, the challenge is how to combat the violence and corruption that has been a key challenge to these developing countries.  For example, Guatemalans, who in the last election elected an ex comedian on a slogan of  “not a thief, nor a crook” who has ended up in a constitutional showdown with the UN-backed anticorruption CICIG and seems to be the opposite of his slogan.  Will there be a return to politics as normal, or will the next president go beyond slogans and actually embrace international anticorruption efforts.

No Easy Answers:

There are no easy answers for many of these countries.  While Argentina is facing a recession and inflation after Macri’s first term is trying to help the country rebound from more than a decade of Kirchner’s, Guatemala and Bolivia have constitutional challenges, and countries such as El Salvador have spent so many years of violence there are questions as to whether any politician will be able to make significant changes and bring stability to their countries.

Is there Hope?

As long as the people have a choice and elections are relatively fair, the politicians at the very least have to answer to the public.  Large protests against Guatemala’s president trying to oust the UN backed CiCIG to the judicial systems still maintaining some sort of check on power there is some hope.  However the road is full of challenges for many of these countries.


Political Outreach to Hispanic Voters - HELP

Really!! Google Translate – Presidential candidates showing ineptitude in reaching out to Hispanic voters.

Reaching Hispanics in language can have numerous pitfalls that even pose a challenge for native Spanish speakers, but the errors being made by political candidates for the top job in the U.S. is an impressive show of laziness.

Politico reviewed numerous Spanish language pages of some presidential candidates and found many to be lacking.  Following is an excerpt from the Politico article: which has some excellent examples of missteps.

While Google Translate can serve as a workable starting point, more often than not it needs a human hand to produce Spanish that would pass muster with a native speaker.

As with any outreach to the Hispanic or any other multicultural audience, if you plan on reaching out in language, it is extremely important to get it right.  If you can’t, then stick to English.

According to Pew Research: Mapping the Latino electorate there were more than 29 million latinos that were eligible to vote in the 2018 midterm elections.  In states such as California (30%), New Mexico (42%), Texas (30%) among others where the percentage of eligible voters being Hispanic, reaching this audience the right way is important.

While acknowledging that Hispanic voters are important is the easy part, the effort by both the Republican National Committee (GOP) as well as the Democratic National Committee (DNC) is lacking.  If the major committees are unable or unwilling to put forth the effort, what can you expect from political candidates.  Some examples of the Latino/Hispanic pages from the major political parties show a severe lack of effort to reach out to this part of the latino electorate.

 

For anyone who has written in a second language, mistakes will happen, and to some extent when you see candidates make the attempt to speak in another language, some mistakes are understandable, but if your campaign or brand is serious about reaching out to bilingual and Spanish dominant Hispanics, there are inexpensive and simple ways to do it.  There are numerous certified translators, qualified multicultural agencies, and most likely a native speaker nearby that can assist.

The Politico article evaluated numerous sites for Democratic presidential candidates and is worth reviewing.  Here is just one example to see where some candidates are missing out.

Additional Resources:

Pew Hispanic: Mapping the Latino electorate

Reach Multicultural: Multicultural Voter Resources

Alcance Media Group – Multicultural Political Advertising

Republican National Committee: GOP Hispanic page

Democratic National Committee: Latinos

 


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/


Latino participation in winter sports

Why the ski industry needs more Hispanics skiers and riders.

In looking at the importance of key multicultural populations on winter sports and the impact they have on the ski industry, one group stands out as being poised to deliver.  While the ski industry does need to do more to draw Hispanic families to the resorts, there are already some key factors that make that easier than with other multicultural groups.

In looking at the African American market one thing that gets mentioned in articles is that there are not many African American skiers on the hill, and that lack of diversity presents challenges in making this segment feel welcome.  In contrast, at least in the West, not only is there a notable increase in Hispanic families living and visiting the mountains, but there is also an added benefit of workers from Latin America.

In California & Colorado (and many others), when you go to the resort, many of the workers are seasonal and visiting from other countries.  Every season on a chairlift or even in the parking lot I meet someone who is here for the season from Chile or Argentina and have the opportunity to speak Spanish.

International Student Visas such as Vail’s program bring diversity to resort operations that can translate to a more welcoming experience for latinos.

While not all Hispanic households are Spanish dominant in the U.S.,  just imagine how it feels for someone who may be more comfortable speaking in Spanish, or even just seeing more people from similar backgrounds may make you feel.  Skiing is expensive and for most people not from a cold climate, is not necessarily something that you grew up doing.  This is where the industry can and needs to help.

Tourism boards from Arizona to Washington are actively pursuing multicultural communities to boost tourism.  Visit Denver has a site in multiple languages and actively markets to Hispanic and other communities.  Yet, there are few examples of ski resorts actively marketing to Hispanic, Asian, or African American communities.  At the very least increasing the diversity on the ski hill, will make others from those communities feel more welcome.

RRC Associates Study

So, for affluent communities with the means, the push is to introduce them to the mountains and the benefits of winter recreation.  Creating a great experience similar to that of all skiers and riders will pay great dividends.

More challenging for the industry (especially in the West) is how to involve the local communities, much of which are lower income Hispanic and in many cases undocumented.  Per a great article in Outside Magazine that discusses the issue as well as the work of the Doug  Coombs foundation who offer opportunities to more challenged, local, latino populations in Wyoming.  Many times these are the workers in the community, but reap few of the benefits of living in beautiful mountain communities, this organization helps to bring them onto the hill and further increase participation in the sport.

While this group, may not generate as much interest to resorts trying to sell luxury condos, the fact is that having people from diverse backgrounds enjoying the mountains creates a richer experience for all.

Additional Resources:

Will Multicultural Skiers Save the Ski Industry

NSAA report – Future Demographics

Alcance Media Group – Multicultural Tourism Marketing


New Luxury Car

Reaching Hispanic Car Buyers

While the numbers may vary (one projection is that the Hispanic market will represent $1.7 Trillion buying power by 2020), the consensus is that the Hispanic market is massive, and therefore the influence of Hispanic car buyers is a major opportunity for any business.  In this case, let’s look at auto dealers.

Car dealership owners in the U.S. are focused on selling as many cars as possible and as their local or regional market changes they are one of the fastest groups to react to these changes.   While there are major advertising dollars focusing on Hispanic markets from some automakers, the local focus of the dealers means that regardless of the national focus, they may create their local sites, offers and advertising to grab the attention of their market.

Below is an example of from Arlington Toyota of a vehicle walk through in Spanish for their market.

Each market is different, even when looking at the Hispanic market.  The local market in Miami is quite different than the markets in San Francisco, New York or any other.  There are numerous factors including language (Spanish versus English), to cultural backgrounds and differences in country of origin or individuals or family (U.S. born, 3rd generation is different from 1st generation family recently arriving from Guatemala) can be significantly different.  In some markets, the big sellers may be the less expensive vehicles, while in many cases the Hispanic market is purchasing high end luxury cars. (Example from Lexus below) These are the details that local/regional dealerships understand.

Above is an example from JM Lexus showing the key attributes in Spanish of choosing a Lexus.

More than ever there are cost effective options for dealers.  From managing their own sites and social media presence, to working with local publications, to working with multicultural digital specialists to reach Hispanic car buyers. To continue to learn more about reaching these audiences, here are some additional resources:


National Hispanic Heritage Month

National Hispanic Heritage Month

(Sept. 15-Oct. 15)

National Hispanic Heritage Month honors the culture, heritage, and contributions of Hispanic Americans each year. The event began in 1968 when Congress deemed the week including September 15 and 16 National Hispanic Heritage Week to celebrate the contributions and achievements of the diverse cultures within the Hispanic community.

The dates were chosen to commemorate two key historic events: Independence Day, honoring the formal signing of the Act of Independence for Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua (September 15, 1821), and Mexico’s Independence Day, which denotes the beginning of the struggle against Spanish control (September 16, 1810). It was not until 1988 that the event was expanded to month-long period, which includes El Dia de la Raza on October 12, which celebrates the influences of the people who came after Christopher Columbus and the multicultural, multiethnic society that evolved as a result; Chile’s Independence Day on September 18 (El Dieciocho); and Belize’s Independence Day on September 21.

Each year a different theme for the month is selected and a poster is created to reflect that theme.

Source: http://www.diversitycentral.com/calendar/heritagemonthguide.php


How universities are recruiting new students with Immersive Marketing

If you manage an University that offers outstanding facilities, world class teaching, or a vibrant community, showcase your establishment and capture the essence of what it is like to visit in person, well, immersive technologies will fit in this challenge.

One of the main benefits of providing virtual tours is that it provides an accessible way for foreign students to view your university and its facilities from abroad. Due to financial and time constraints it is often not possible for international students to visit a campus in person from abroad before making their selection decision, in fact the majority choose a university without ever having visited in person.

By providing the opportunity for them to experience everything your university has to offer virtually you will stand out from competing institutions who provide far less immersive and engaging digital content on what university life will involve.

Furthermore, it also offers these students the opportunity to share the university tour experience with key influencers of their selection process such as parents, family and friends, all whom may play an important role in their ultimate decision.

 

How 360-degree video ad looks like:

This is real example posted by the Seattle Pacific University's channel on YouTube.

 

Nice, isn't it?

Well, it's cool but it's could be better. Evaluate the following reasons:

  1. Embed a video from Youtube in a website (let's said a blog about students) only will increase the traffic of your YouTube Channel. Why? Because every time when a user click on the video, they will go directly to your Youtube channel. However, you need these users go to your website, where you can attract them to apply to your programs.
  2. YouTube will only give you the information about how many times the video was played. Nothing else. This is not enough because the most useful KPI that you need to measure the sucess of a campaign, it is the number of clicks that the users did. An less, the only concern that you have is the awareness of your brand.
  3. If somebody embed your video, well, it's hard to know where this video is hosted. From the brand safety perspective, this is really important. What happen if your video is running in an inappropriate website?
  4. If you set a campaign on Youtube, you only will be capable to show "banners" over any of the millions of videos watched by the users. Of course, it's possible to define a targeting criteria, however, this conditions are not that good on this platform and eventually, you can see your banner over a video about puppies, ghosts, car accidents, jokes, among many other type of content that it could affects negatively your brand.
  5. Certainly it is possible to set a campaign of video pre-roll in Youtube. BUT, this platform has not developed yet the ability to show 360-degree videos as a pre-rolls ads.
  6. All the previous comments applies for Facebook too.

 

What is a suitable solution?

Run your 360-degree video ads in a network specialized on immersive marketing. Why?

  1. If you really worried about brand safety, you should choose a closed video network. That's means that the network runs the ads on a certain number of websites where it's possible to control and supervise the quality of the content.
  2. Additionally, you should choose a network capable to show your banners over your 360-degree videos. This is probably the most important key, because users can "click" on a banner and you will know exactly how many of them are reaching your website. We are talking about to measure "effectiveness" and why is this important? Because at the end of the day, this is the only way to know the campaign's ROI.
  3. Ask about "exclusiveness". This will guarantee that your ads will only appears in your own branded content videos, not in other videos made for automotive, travel, etc. Your branded video, your banner.

The following video is a PROTOTYPE showing how an immersive marketing campaign really works.


 

Interested? Write: sales@alcancemg.com