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...   

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).

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. 

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...   

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.

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

Growth in television...

Why interesting and quality content can play an important role in growing action+outdoor sports. The stories are rich and need to be told in new ways. Article

The number of Hispanic TV households increased 4.4 percent to 12.1 million, easily outpacing the 1.3 percent growth of all TV households, according to the Nielsen Co.'s ethnic universe estimates released Thursday.

Latin America building towards a "green" market?

More opportunities on the horizon for companies connected to the Latino demographic.Going green is oh so hip these days, which is a good thing...article

"Descubre el Verde reflects a growing demand for green programming and resources tailored to the specific needs of Latin American audiences," said Enrique R Martinez, executive VP and MD of Discovery Networks Latin America.

Amassing the Content

Creating relevant content that both entertains and informs is a huge Latino marketing opportunity right now. Especially when it comes to themes and subjects that not seen as important to Latino consumers. Its been a goal of Equipo Roca to become involved in the coming of age surf documentary titled Las Chulas.

A month or so ago, I had the pleasure of spending an afternoon with Robert, Renzo, and Desi of AIM TV. They are pioneers in the development of content designed for the U.S. Latino demographic, producing shows like American Latino TV and LatiNation.

Now comes word that they're taking things a step further with the introduction a video-on-the-web network called American Latino TV Network.

Amassing a six year library of over 1,000 produced segments of "evergreen," award-winning content, along with hundreds of hours of never before seen footage, Robert G. Rose, CEO and Executive Producer of AIM TV cites the move as a natural progression: "We have the world's largest library of evergreen video content for U.S.-born Latinos. Combined with our powerful promotional platforms, the youth and early adaptability of our target audience and built-in advertising relationships, the formula for a success is there," says Rose.    

Latin American Point of View

Latin America plays an integral part in the ability of action sports brands to connect with the U.S. Latino population. While I was born in here and grew up with a "gringo" perspective, the region's influence on me has been significant. I try to keep up with happenings (art, entertainment, politics, etc.) for no reason other than the fact that its a part of my heritage and I consider myself a global citizen. Brands that begin to find ways of sharing this point of view may very well find a great deal of success in connecting with me and others like me.

An example of what I'm saying can be found in the recent strategic production partnership announced by ABC-Disney and Univision.

"To us, this venture represents the beginning of new, out of the box content to the U.S. Hispanic TV market, through the number one U.S. Spanish-language broadcaster, Univision. It also represents the consolidation of our international versions of Desperate Housewives, locally produced in Argentina. This is the first time that our TV content, produced in Latin America, debuts in the leading U.S. Hispanic Primetime slot," expressed Fernando Barbosa, Senior Vice President Disney-ABC International Television Latin America. "Needless to say, we are extremely happy and look forward to the success of this initiative and partnership."

Latino Media Release Study

I thought this would be a valuable tool for any one involved in Latino marketing efforts.

Kudos to the Discovery for doing this study, and at the same time for making it available to anyone. The more you know, the better the effort...

Discovery Networks U.S. Hispanic Group and GfK Roper Public Affairs & Media Release Study

Speaking the Same Language

Business continues to eye bilingual and/or English-language programming as the future. Article

National corporations that once advertised only in Spanish now are targeting younger Latinos with English and Spanglish ads. As that has occurred, Los Angeles has solidified its stature as what Crowe calls "the golden egg of bilingual television."

The reason, he says, "is simply the raw numbers."

Using entertainment to your advantage...

While television can be a competitor in terms of getting kids involved in extracurricular activities, like action  or outdoor sports, it can also be an asset.  Why? Because it can be entertaining, while at the same time educational.

Today, as many brands begin to look at how they can connect with Latino youth, media content that helps "explain" a lifestyle in a culturally relevant manner is something worth considering.

Non-traditional activities, for example snow sports, must include a level of education. Integrated product placement deals can be a means of enlightening and fostering aspiration among Latino youth in an authentic way.

"We're very excited to have this kind of relationship with the network," says Olivia Vela, multicultural marketing project manager at J.C. Penney. The retailer has had similar branded makeover segments with Telemundo and Univision, "but this is the first time out of the box with something that's more Spring Break focused," Vela explains.
 
J.C. Penney is one of many advertisers that are involving themselves in integrated product placements or its more ambitious cousin, branded entertainment, on Hispanic-focused media outlets. The deals have accelerated markedly over the last few years and most especially over the last nine months, executives say. TV, radio and the Internet are all in on the act.

Less than one percent...

Putting it into perspective...article.

Hispanic Advertising Agencies Fund Chair Carl Kravetz said, “Hispanic marketing is flourishing. Yet still more than 100 of the top 250 television and print advertisers are allocating less than one percent of their total budgets. . .to reaching the influential U.S. Hispanic consumer.”

Growth continues, but what does it mean?

Its just more of the same...Hispanic media reaches $5.5 billion by 2010.

"The rapid rise in population and purchasing power has made the Hispanic TV and radio audience a highly desirable market for networks, content owners and advertisers," said Deana Myers, senior analyst for Kagan Research, in a statement. "Both the television and radio sectors should benefit from increased interest in targeting the demo."

I see a time when all this growth dictates that quality improves. Look at Univision's recent fine as an example. While its the government imposing the penalty, its only a matter of time before the PEOPLE start to look for what matters and is relevant.

All of this reminds me of the Cluetrain Manifesto...

V-Me TV

Another new Spanish television company has launched...

ASSOCIATED PRESS
02/14/2007

A new Spanish-language network featuring public-TV fare and other programming with an educational focus will go on the air March 5 in several U.S. cities with large Hispanic populations.

V-me (pronounced "veh-meh," from the Spanish veme, for "see me") will begin as a 24-hour digital broadcast network carried on basic digital cable and satellite systems. The network will be partners with public TV stations, which will receive V-me at no cost.

The channel initially will be available in markets representing 60 percent of all U.S. Hispanic homes. It will be available in New York, Miami, Los Angeles, Houston, Chicago, San Francisco and San Antonio.

Programming will feature a mix of original productions and acquisitions as well as public TV fare adapted for American Latinos, with content organized into four categories: kids, lifestyle, current affairs-informational and movie-special events. Advertisement

Airing without commercials, the programs will carry the sort of underwriting associated with public broadcasting. Revenues will also come from syndication of the network's originally produced programs, and sales of DVDs and other products.

"What has driven our selection of content both for production and acquisition is the idea that there is a hunger for programming that's engaging and meaningful as it entertains our particular audience," said V-me president Carmen M. DiRienzo.

NASCAR and Hispanics in 07

Looks like NASCAR had a rough year in 2006. What are they planning to do to help make 2007 better? Try and tap into the Hispanic population of course. Other industries would serve themselves well by paying attention to how things play out. I've mentioned him before, but it seems that Juan Pablo Montoya will be asked to make it happen in 2007. Talk about a little pressure...Ad Age Article

But even the hardest of hardcore fans will see differences this year. Mr. Montoya, for one, is a global icon because of his success on the Formula 1 circuit.

"I don't want all that pressure," Mr. Montoya said with a laugh when asked about his ability to add to Nascar's 75 million fans by delivering the Hispanic fan base. "I do hope we draw more fans, however. And, yes, I can see where my presence might facilitate that."

Nascar sees it as well. It held a "Montoya Summit" in Charlotte, N.C., last fall to see how it could tap into the 42.7 million Hispanics that represent the largest minority population in the U.S. The initial efforts will be subtle, such as having all Nascar races that ESPN broadcasts also run on ESPN Deportes.

Ahead of the Curve...

Check out this story about being ahead of the curve when it comes to the U.S. Hispanic market.

"Clearly, if we look at TV, most of it comes from foreign formats, and the untapped portion of that was the Latin market," Ms. Galan says.