¡Hola Surfers! — Marketing to Hispanics — Consorte Media

Every marketer, pollster, and advertiser knows this much about Hispanics living in the United States: They are deeply family oriented, and their families are big. So when Alicia Morga, founder and CEO of the Hispanic-focused online-marketing firm Consorte Media, first started working with ad agencies on home-financing campaigns, she was told to use cheery images of happy, home-owning families. Problem: “The pictures of the big, brown family turned out to be the lowest-performing creative among Hispanics,” Morga says with a laugh. “By far.” What worked instead were simple shots of well-kept homes with white fences and lush lawns. “It’s aspirational,” she explains. Who knew?

Anyone who bothered to think outside the caja would know–and Morga does. In less than two years, she and Consorte Media have changed the thinking on how to find Hispanic Web surfers in the United States and convert them into customers, replacing the stereotypes that often typify minority-targeted marketing with insights gleaned from rigorous data collection and analysis. And she has built a business that’s already profitable, scored big-name clients including Best Buy and Monster.com, and completed two rounds of venture funding worth $10 million. Her secret: “Data works. There’s too much of the anecdotal in this marketplace.”"*

*From: http://www.fastcompany.com
Traducido: usando Google o Altavista/Babel Fish

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• Trend Toward Smaller Families in Latin America – The number of people per household in Latin America will fall by 18 percent by 2020, according to a study released in this capital Tuesday by consulting firm Euromonitor International.
• Members of a Guatemalan family living in Marin County are now separated by thousands of miles after immigration officials deported the parents of three children overnight. – California
• Mexico’s family-friendly hot spots – Consider heading to locales in Nayarit and Oaxaca, where surf, sun and inexpensive attractions have been a hit for one family of four.
• APA Poll Finds Stress Having an Impact on Families, Hispanics
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• Illinois Gov. Pat Quinn has appointed three people to the state’s Latino Family Commission – has never met since it was established in 2007 (?)
• Children’s Readings and Panels at The Latino Book & Family Festival – Los Angeles, October 10-11 CSULA at Greenlee Plaza
• MTV TR3S BREAKS STEREOTYPES WITH ITS UNIQUE ANIMATED CAMPAIGN INCELEBRATION OF HISPANIC HERITAGE MONTH
• Challenging the likes of Pat Buchanan, Latino immigration expert Leo Chavez will discuss at University of the Pacific how pundits and the media have contributed to prejudices and stereotypes used to malign Latino immigrants – particularly Mexicans – in the U.S.
• Fox News analyst Linda Chavez dispels stereotypes about Hispanics
• Matriarch’s 300 descendents gather for funeral – Gregoria Martinez – Texas
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• Hundreds expected to march to T. Don Hutto on Sat., World Refugee Day, to demand an end to family detention
• ‘Puerto Rican Hysteria’ is back! – Among the many stereotypes about ­Latinos perpetuated by popular culture is that of the so-called “Latin temper.”
• GROUP LAUNCHES BOLD HISPANIC INITIATIVE – National Alliance for Hispanic Families
• Bilingual Marriage & Family Therapist Helps Latinos Improve their Lives – Wendy Bravo in Reno, Nevada
• Cross-border quinceañera: Toppenish teen becomes a young woman in two worlds – Some Washington residents live their lives in the U.S but their hearts remain in Mexico, where they gather to mark important events with family.