Equipo Roca

Winter X 09: Summary of Snowboarding Events en Español

The X Games en español update from the snowboarding events on Saturday 1.24.09.

Curious though, how come no footage is shown? Feels like the visual connection to the topic being discussed is missing...but here's an example of ESPNDeportes being a media leader.

Widgets Can Drive Youth Marketing Strategy

Los distintos gráficos contienen o informan sobre eventos que están sucediendo y representan la contabilidad a nivel mundial de consumo y producción de bienes (coches, casa, huevos, vasos de papel...) en base a datos estadísticos a nivel global según el tiempo que transcurre. Via - Microsiervos

I've been fascinated with the active potential of Widgets possess in today's rapidly changing economy. A means for a product or service to create a hyper-threading based narrative around what they represent. Especially when one considers the social media and tech trends that have surfaced in the last year as a result of the Obama campaign - (Twitter, Facebook etc.).

The reality is that Widgets don't just work for any product or service. However for those associated with 'lifestyle' oriented goods it represents your opportunity to create a lifestream centered on what makes your product valuable.

Nike is an example of company already tapping into the power of Widgets. 

"Youth audiences consume and edit media in ways that a lot of people who have been in the business a long time have a hard time relating to," said Cookson. "These young people grew up in a world where the Internet and mobile phones have always been there. The way the young consumer operates is very different to previous generations."

Best of all, Widgets provide brands with a tool that can educate and engage with emerging markets. It makes it possible to gain customers through auxiliary tech trends, an example being GPS applications that are increasingly being made for mobile handsets...   

Potential Action Sports Wipeout?

Quote of the day...

“A tidal wave is coming, and it's going to take a lot of the weak players out,” Sadeghi said. “Anyone who can hang on and go through the cultural shift that is coming will be stronger for it.” Via - Union-Tribune

So much is dependent on the industry's alignment with population trends that, for the most part, are pushing the cultural shift taking place.

Participation and representation levels in action sports has to reflect the emerging multicultural youth market. For example, if snowboarding does not grow, then there won't be any customers in the 'new economy'. Sad prospect considering how much fun it is to do.

Confident all of the doom and gloom these day serves to expose and initiate conversations around opportunities to succeed in the years to come. It all come down to believing in them...

The Games in Spanish - El regreso de Winter X

ESPNDeportes is probably the ONLY Spanish-language media outlet that covers Winter X in detail. Amazing if you think about it considering the scope and size of the Latin youth market. If there's another resource out there, I'd like to check it out...

QUIEN: ESPN Winter X Games y Aspen Skiing Company

QUE: Fechas del evento Winter X Games 13
CUANDO: 22 al 25 de enero de 2009
DONDE: Buttermilk Mountain, Aspen/Snowmass, Colorado

Now its just a matter of time before diverse athlete talent integrates into the Winter X Games lineup...I'd be willing to bet that snowboarding is the sport that leads the charge.

El modelo de la Nueva Agencia y The World is Flat

Sorry if you don't understand Spanish...the youth market definitely falls under the sphere of influence with this unique project.

El Modelo de al Nuevo Agencia is a collaborative e-book being put together in Argentina. It is not associated with a specific agency...

This project's goal it is to reflect and understand the evolving role advertising and marketing in an era of globalization dominated by technology trends.

The point is that everything is changing right now, so shouldn't the advertising and marketing profession around the world adapt with the change too?

El primer E-Book colaborativo sobre el tema

Este es el primer e-book colaborativo que se propone reflexionar sobre el rol de las agencias de publicidad y marketing en el nuevo entorno de la globalización, las nuevas tecnologías, la comunicación digital y los nuevos consumidores: Si la tecnología cambió, los medios cambiaron, la sociedad, la cultura, los hábitos, las crisis financieras y los consumidores cambiaron; ¿no será que la agencia de publicidad como empresa y los profesionales que en ella trabajan, también deberían hacerlo? ¿Cuál es el modelo de la Nueva Agencia?

Makes me think of Thomas Friedman's 'The World is Flat' theory...

In the book, Friedman recounts a journey to Bangalore, India, when he realized globalization has changed core economic concepts.^[1] He suggests the world is "flat" in the sense that globalization has leveled the competitive playing fields between industrial and emerging market countries. In his opinion, this flattening is a product of a convergence of personal computer with fiber-optic micro cable with the rise of work flow software. He termed this period as Globalization 3.0, differentiating this period from the previous Globalization 1.0 (which countries and governments were the main protagonists in) and the Globalization 2.0 (which multinational companies led the way in driving global integration).

This is Your Final Wake Up Call

This Nike football ad spoke to me for several reasons...

First, it's title reflects President Obama message of responsibility in his inauguration speech. There is an emphasis on building youth talent, and its ode to a global youth generation. Notice the hip hop in English blaring. A lot to takeaway with here.

International stars like Mexico's Martin Galvan, Brazil's Philippe Coutinho and Sergio 'Kun' Aguero from Argentina put the youths of Sao Paulo through the paces it takes to make it in futbol.

Watch more Dailymotion videos on AOL Video

Multicultural Stimulus

The events of January 20, 2009 only reinforce the reality that much has really changed...

I'm not an economist, but I can guarantee you that when it comes time to "sell" a stimulus plan to the American public, the Obama administration will use the same kind of approach to America's diverse audiences it did in the campaign.

Understanding the nuances of this great nation's many cultures, and adopting strategies to address them on their terms, can help open or advance a company's fortunes, and perhaps even give it a first-mover advantage with these brand-loyal markets—just as a certain savvy candidate did on Nov. 4. Via - BusinessWeek

Found in Snow/Surf Translation

¿Qué sucede cuando sacas a los surfers del agua y los pones a practicar
snowboard?

ESPN Deportes, with fairly regular effort, has added action sports content in Spanish. A story involving surfers going snowboarding got my attention.

Here it is in English or Spanish.

This story's events took place last season. Though its not fresh information, its an attempt to translate the experience to another audience Plus whether or not by design, the focus on taking surfers into snowboarding works the message in a little better...why?

For the most part, Latin Americans come from warm climates. Beach culture and lifestyle is already a familiar to many. Seeing and understanding snowboard lifestyle's roots in surfing helps get the message across. It flattens perceptions. You breakdown those mental barriers and you open folks up to possibilities...willing to try something new. 

"I enjoy my Days"

Bobby Martinez profile - pro surfer


Mixed Tape Voume 1

Tech+Youth Trends Create Accessibilty to Snow Sports

Mira...an example of where social and technology trends converge to offer a solution.

Liftopia is helping enhance the conversation with the multicultural youth. Stuff like this affects user experience in positive ways.

Web outlets might be the future of lift ticket sales. “Young people, especially, are comfortable with purchasing online,” says David Belin, director of Colorado-based RRC Associates, a research firm that specializes in the ski industry. Via - Ski Magazine

2010 Generational Shift

Face it...The Millennial generation is where there's a chance to grow participation in action sports. Its the space that will build a long term affinity. 2010 is a numerical shift where Gen Y takes over Boomers in sheer population size. Its a lucrative niche market.

This bicultural young adult audience "is the fastest-growing minority in this country," adds Argentinian-born Alex Pels, general manager of the bilingual cable network Mun2, launched in 2001.

"We feel this is a segment that is completely underserved in terms of general market programming; even the Spanish networks are not serving them," Pels says. Via - NY Daily News

Now it all comes down to unique content...   

Ruby Hill Opening Delayed for Week - Opening 1.24.09

For Immediate Release                                             CONTACT: Jill McGranahan
Tuesday, January 13, 2009                                                          720-913-0633
                                                                                                     303-880-1827 (cell)
MEDIA ADVISORY

Ruby Hill Rail Yard Opening Day Pushed Back to January 24, 2009

WHAT: The Ruby Hill Rail Yard will open January 24, 2009. The opening of the rail yard has been pushed back one week due to higher than expected temperatures. Returning for its third year, the rail yard will feature six rails of varying configurations and levels of advancement. New this year will be a beginner’s bunny slope and free use of ski and snowboard equipment.

WHEN: NEW OPENING DAY
             Saturday, January 24, 2009
             10:30 a.m. – 4 p.m.
             Opening ceremony from 10:30 a.m. – 11 a.m.

WHERE:  Ruby Hill Park
                 South Platte River Drive and W. Florida Avenue.

WHY: Denver Parks & Recreation, Winter Park Resort, SOS, and Christy Sports have worked         collaboratively to build a FREE urban rail yard for inner-city youth and families where they can jump, spin and slide off snow covered metal rails at Ruby Hill Park. This is the only free urban rail park in the nation. New this year, Christy Sports will provide free ski and snowboard rental every Tuesday, Wednesday, and Friday form 3:30 p.m. – 8 p.m.

Jan 09 Learn to Ride Month - Rocky Mountains

It's all about "el primero" descent. Three days is what it typically takes to get the hang of snowboarding.

All it takes is that first time...¿Por qué no? Here in Colorado there's no reason to not take advantage of las montañas.

One of the hottest deals in ski country, Loveland offers a free 2008-09 season pass for skiers or riders who complete three lessons. Lessons last for 2.5 hours and include a 2.5-hour lesson, beginner lift ticket and rental package for the day. Lesson one costs $73, and lessons 2 and 3 each cost $88.

For more information, visit SkiLoveland.com or call 303-571-5580.

Call it an investment in your personal well being.

Surf las Americas with retro style

Since the Millennial generation is global, and Latino teens compromise most of it in the U.S., then that means a sizeable segment of the youth market really stretches from Alaska to Tierra del Fuego right?

Technology adoption and penetration is increasing dramatically, which means the conversation with the Americas is greater. Companies should be capable of going bilingual, bicoastal, and binational with their message.

There's a distinct board sports subculture out there with stories to tell. Social media trends are providing the tools to share the stoke. Think about your product or service elasticity. Is it something that can be done in other parts of the Americas?

Here's a case for why its possible with the skate/snow/surf industry.

Recent trends:

- Marketing opportunities climb with the rise in U.S. Latino population.

The US-based online Latino population. According to the Pew Hispanic Center, most regions of the US are experiencing a growth in Latino population, a population that Global Insight's Hispanic Market Monitor says has a disposable income that is growing 8% per year. Via - DM News

- Web marketing no longer overlooked by bigger companies.

"Our gospel over the last six or seven months has changed," says the agency president and CEO. "We don't have to preach about online and digital anymore." Eighteen months ago, the firm's clients -- which include Bank of America, Tyson and Wal-Mart -- devoted an anemic 0-5 percent of their ad budgets to online efforts. Today, every Lopez Negrete client has an online strategy, and the 5 percent spending apportionment is the new floor. Some brands now devote as much as 20 percent of their Hispanic-geared spending to Web-based projects. Via - Adweek

- Access to the Internet in parts of Latin America is growing.

In 2007, for example, Colombia added 5.4 million Internet users, or about 12% of its population of 45 million -- an 80% increase in the number of Colombia's Internet users that year.

Brazil added 7.4 million Internet users in 2007 (17% growth), Mexico more than 2.2 million (an 11% increase) and Venezuela 1.58 million (38% growth). Via - Vivir Latino

Why should Latin America be considered important to on overall Latino marketing strategy?

Simple...there are lots skate/snow/surf experiences to be had and shared with family and friends. The size of the Latin niche action sports market is poised to grow in 2009. Plus, Latin American board sports culture offers U.S. Latinos an inspiring path towards "retro-acculturation".

Many Latino journalists and publishers believe that “acculturated” or “bicultural” Hispanics want to know about or retain their cultural heritage. “Retro-acculturation,” as defined in Marketing to American Latinos by M. Isabel Valdés, refers to the “conscious search for ethnic identity or roots, especially by second-, third-, or fourth-generation Hispanic Americans who have lost some or most of their cultural traits.” This search is reflected in the increasing number of bilingual and English language publications targeting this subsegment of the US Hispanic market – a segment which is growing steadily as the Latino middle class continues to expand.

2008 Outdoor Recreation Participation Report

“Children in America are suffering from the effects of obesity and inactivity at unprecedented levels,” said Chris Fanning, executive director of The Outdoor Foundation. “Teaching youth the benefits of a healthy active outdoor lifestyle will ensure healthier children, healthier communities, and healthier businesses.”

The Outdoor Industry Association released its 2008 Outdoor Recreation Participation Report. I thought the last finding was positive and evidence for more action+outdoor sports brands to realize new customers can be made.  

Youth Participation
• Participation among youth ages 6 to 17 dropped over 11% in 2007.
• Participation among boys and girls age 6-12 experienced the sharpest drop. Girls had the biggest decline falling from 77% to 61%. Boys fell from 79% to 72%.
• Most youth are introduced to outdoor activities by parents, friends, family, and relatives.
• For youth, “fun” is by far the most common motivation for participating in outdoor activities. Other motivators include discovery, exploration, new experiences, and exercise.

Diversity
• Participation in outdoor activities is highest among Caucasians for all age groups. Participation is lowest among African Americans. Participation among African American youth is lower than Caucasian, Hispanic, and Asian/Pacific Islander youth, and the consequences of this are evident in participation rates throughout adulthood.
• Although the participation rate in outdoor activities is lower among Hispanics and African Americans than Caucasians, those who do participate get outside and make more outings than Caucasians.

I thought the last finding was positive and evidence for more action+outdoor sports brands to realize new customers can be made.  

Recession = Opportunities

Finding opportunity out of the challenges presented to us in 2009...

HISPANICS

Hispanics account for about 50% of the population growth in the U.S., and the Pew Research Center forecasts that Hispanics will make up 29% of the U.S. population in 2050, up from 14% in 2005. For many marketers, Hispanics are their growth segment. That's why Walmart, a major marketer to Latinos, is pressuring its suppliers, such as GE, to develop their own Hispanic-marketing strategies. Johnson & Johnson says it will spend more on Hispanic marketing in 2009, adding brands that have never advertised to that segment before. And whole categories, such as pharmaceutical, are assigning brands to Hispanic agencies for the first time. Even hard-hit sectors such as magazines can succeed in a tough economy if they target the fastest-growing Hispanic segments. Meredith's Spanish-language magazine for new parents, Ser Padres, enjoyed meteoric growth in 2008, with ad dollars up 122.6% through September 2008, according to Publishers Information Bureau figures. - Via AdAge

Jan 09 Learn to Ride Month - Mid-Atlantic

The Mid-Atlantic region hasn't seen a share of changes to the youth demographic...

Tina Rey Santos, 22, of Fort Washington was learning snowboarding at Wisp a couple of weekends after I first went. Santos, like me, was learning with an LTR board.

Her advice for first-timers: "Get an instructor. I guess some people can learn on their own, but me, I need someone to teach me."

Thanks to the instruction, the highlight of the day came when I managed to travel about 20 feet on my own, down an actual incline.Via Washington Post

Snow Planet España - en Portugués

ESPN Brazil coverage of the Voodoo Ride event in Spain

Jan 09 Learn to Ride Month - SoCal

Mtn High

Exceeding Expectations

Quote of the day...

“I didn’t think it [the snow] was going to be that great,” Ortiz said through a translator at the school. “But it was better than what I expected.” - Via Jackson Hole News & Guide