Strata-G Communications, LaVERDAD Marketing & Media Form Strategic Alliance to Help Companies Win in the Hispanic Market

“Nearly 14% of the U.S. population is Hispanic – more than 42 million people with purchasing power that will soon exceed $1 trillion. It is easily the fastest growing segment of the population and it has companies – from Fortune 50s to corner stores – scratching their heads about how to reach it effectively. Two Cincinnati companies are joining forces to do just that. Integrated marketing agency Strata-G Communications and Hispanic consumer insights & marketing research consultancy LaVERDAD Marketing & Media have formed a strategic alliance to help consumer goods, financial services and building products companies better reach the Hispanic market. The announcement was made by Mike Robinson, president and CEO of LaVERDAD, and Tony Magliano, managing partner at Strata-G.

Hispanic-owned LaVERDAD helps clients deliver culturally and linguistically relevant products and services to their Hispanic customers through its “triple A” core competencies: Awareness, Analysis and Action. Strata-G creates and implements integrated marketing programs – utilizing advertising, direct mail, public relations, interactive, merchandising and more – delivering targeted solutions focused on high ROI.

“Tapping into the Hispanic market requires more than simple demographics and a Spanish translator,” said Robinson, a Mexican-American who has lived and worked throughout Latin America for more than a decade. “LaVERDAD lays the foundation with research, analysis and a keen understanding of the market. Strata-G gives you the brand positioning and multi-disciplined campaigns to win the market’s business. It’s a powerful combination for companies looking to more effectively reach a dynamic market segment.”

Strata-G and LaVERDAD have particular expertise in the consumer goods, financial services and building products categories. LaVERDAD’s resume includes prominent billion dollar brands such as Crest, Vicks, Pantene, Bounty and Folgers. Strata-G’s client list includes Bosch, Husqvarna, Tradewinds Tea and Avery Dennison’s Graphic and Reflective Products Division. Together, the companies have already implemented Hispanic market-focused projects for Bosch Tools and SENCO in the building products category, where Hispanic construction purchases are expected to spike by more than $2 billion in the next four years.

“The Hispanic influence is tremendous in these verticals,” adds Strata-G’s Magliano. “If your business is affected by the huge growth of the demographic, why wouldn’t you want to know as much as possible about their purchasing habits? Why wouldn’t you want targeted marketing and advertising geared toward the needs of the Hispanic consumer? Why wouldn’t you want specific, measurable results driven by unique creative?”

The mission of the partnership is to help clients create and effectively market products and services that improve the lives of ethnic consumers. By raising corporate awareness about the ethnic consumer, conducting research and analysis of the consumer and market, and then taking action to create campaigns and promotions, Strata-G and LaVERDAD have the strategic and tactical expertise and years of marketplace experience to do just that.

“When you hear ‘Hispanics are loyal,’ we know why,” explains Robinson, who sits on the Board of Directors for the National Society of Hispanic MBAs and is an active member of the Hispanic Chamber of Commerce. “When someone says ‘family is the centerpiece for Latinos,’ we can tell you what that means for your business. It’s not a system of hunches and hypotheses, but rather deep research combined with results-based creative designed to drive Hispanic business to our clients.”

LaVERDAD is an Hispanic-owned and certified minority business specializing in bringing Hispanic consumer insights and bonding strategies to Fortune 1,000 companies. With headquarters in Cincinnati, OH, the company operates throughout the U.S., with a focus on Los Angeles, Phoenix, Houston, Dallas, San Antonio, Chicago, Miami and New York. LaVERDAD is led by a diverse and experienced team of Latino and American business executives in the fields of marketing, research, market analysis, design, product research and business development. For more information, visit http://www.laverdadmarketing.com.

Strata-G Communications, based in Cincinnati, is an integrated marketing communications firm specializing in strategic, multi-channel advertising and promotion, brand development, direct marketing, public relations, website development and e-Commerce solutions. In business since 1978, Strata-G serves a diverse clientele including regional, national and international leaders in finance, investments, insurance, hospitality, building products, power tools and outdoor equipment. For more information, visit strata-g.com.”

• The Hispanic Chamber of Commerce of East Tennessee and the YWCA Knoxville said Tuesday they have received a federal grant to provide services to victims of violence, dating violence, sexual assault and stalking.
• Ricardo Salinas Breaks Ground for What Will Be the Most Modern Television Studio in Latin America – Mexico City
• Brazil replaces Mexico as China’s top market in Latin America and boosts its surplus as well.
• The mayor of a wealthy suburb (San Pedro Garza Garcia) of Monterrey said Monday that he has sent his family to the United States for their own safety as he pursues his campaign against extortion and kidnapping gangs.
• Texas Secretary of State Esperanza “Hope” Andrade was the keynote speaker at The National Society of Hispanic MBAs’ 11th Annual Gala on Nov. 5.
• Hispanic Entrepreneur profile: Entrepreneurship began early for Gándara family – El Paso
• LatAm Immigrants Are Changing Spain, Sociologist Says
• Health Care Reform: Communicating Policy With Hispanic Media
• Hispanic lawmakers say an old adversary, White House chief of staff Rahm Emanuel, has his fingerprints all over a push to prohibit illegal immigrants from buying health insurance plans in a new market for people who don’t get insurance through their employers.
• The current global crisis will cause the number of poor people in Latin America to rise by 9 million to 189 million this year, the U.N. Economic Commission for Latin America and the Caribbean said in a report presented on Thursday.
• The leader of Wal-Mart Stores Inc.’s Latin American division, Vicente Trius, is leaving the company after having served less than five months in the position.
• Beginning with the 2009-2010 season, Terra will stream select games live throughout Latin America, in both Spanish and Portuguese
• Why do Hispanics Lack Life Insurance?
• The Tulare-Kings Hispanic Chamber of Commerce will name standouts in the community Saturday while raising money to help local businesses. – CA
• Local Latinos were honored for their achievements in business and politics Wednesday. – The Massachusetts Latino Chamber of Commerce hosted an event at the Essence Restaurant in Springfield Wednesday night to recognize these individuals for their success.
• The Associated Press on Wednesday announced changes in its Latin America and Caribbean operations, closing a service limited to Puerto Rican news within Puerto Rico while adding editors and reporters elsewhere for the expanding Spanish market in the Americas.
• Money Transfer Service to Latin America – ATMCASH launches online and over the phone money transfer service to Latin America
• Reviewed: Gringo: A Coming-of-Age in Latin America, by Chesa Boudin
• The purchasing power of Hispanics is growing at a rate nearly 3 times as fast as that of the general population in Arizona and nationwide, said an Arizona State University business expert who has studied the market for 14 years.
• Latino population growth adds to House seats – 6 states expected to gain congressional slots due to surge in Hispanic numbers