The Quest for Latino Voters - game on!

And they are off! The Quest for the 2020 Hispanic voter has begun.

The very first words issued from one candidate (Beto O’Rourke) in the first televised debate were in Spanish.   More than a year away from the 2020 elections and trying to stand out in a crowded field,  there were numerous attempts to reach out to this multicultural voter group.  Those that are adept at the language were more than happy to flaunt it, while others focused on issues of immigration, DACA, and others to reach out.

There is no doubt that multicultural segments will have a major impact.  According to Pew Research which estimates 32 million eligible Hispanic voters and 30 million African American voters for the 2020 Elections.

We project that the 2020 election will mark the first time that Hispanics will be the largest racial or ethnic minority group in the electorate, accounting for just over 13% of eligible voters – slightly more than blacks.

For a brief day one summary of the Spanish attempts of some Democratic candidates at the first debates for the 2020 election here is a compilation from PBS News

Don’t even get started on the campaign websites!

No,  seriously as we saw in  the examples from an article: Political Outreach to Hispanic Voters – HELP there are numerous pitfalls in taking shortcuts.  From websites, to political advertising, it needs to be done right and in some cases it may be best to avoid.  There are many ways to speak to the Latino voter and while Spanish outreach may be effective to reach a segment of this audience, it is not guaranteed to reach everyone.

Game On! Candidates reach out to Latino Voters by using Spanish
Game On! Candidates reach out to Latino Voters by using Spanish

Multicultural Voters care about policies.

Policies and authenticity still matter. For all voters, policies and perceptions of trust, as well as the ability to convey that message is and will always be key across all voter segments.

Get out and Vote:  Multicultural Voter Resources


The challenge to promote a travel destination

After 8 years working in tourism and marketing, I know how difficult is to promote a travel destinations. It’s not complicate, the hard part is how to differentiate from your competitors.

This challenge will affect from small travel businesses (hotels owners, restaurants, etc.) to the efforts that government agencies are doing to seduce more travelers to go to their countries. But again, probably the main barrier is the way you make a remarkable differentiation from others.

The people from Guatemala knows about it. Why? It’s simple and actually, funny. It’s because their country is pretty similar than Costa Rica but most of the people prefer to visit this country instead of Guatemala. For sure, from the Guatemaltecos perspective, this is not true but travelers have a different opinion.

How Guatemala is facing this? Creativity and a direct message. The following video is an example how Guatemala is creating a notable differentiation in terms of marketing.

As you can see, Guatemala is using a pretty clear and honest message; telling in simple words to potential tourist why they should choose them.

Soon, we will upload others examples about how marketers are innovating in the travel industry.

 

Eduardo


The 2019 FIFA Women's World Cup

The 2019 FIFA Women’s World Cup is the eighth edition of the FIFA Women’s World Cup,  For the current match, a total of 24 teams qualified for the final tournament.

ChileJamaicaScotland, and South Africa made their Women’s World Cup debuts, while Italy took part in the event for the first time since 1999 and Argentina took part for the first time since 2007BrazilGermanyJapanNigeriaNorwaySweden, and the United States qualified for their eighth World Cup, continuing their streak of qualifying for every World Cup held so far.

For brands, this is a really nice opportunity to reach more consumers. For example, Nike created the following video:

 

Certainly there’s a nice chance to target US Hispanics, since Chile and Argentina are playing in this contest.

If you are looking for a good match, watch US vs Chile: Sunday 06/16 at 12:00. Because US wan 13/0 in the last match, for sure to play against Chile will be interesting.

Source:


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