En_Contacto

“En Contacto” Radio Show, the Spanish Equivalent of an MPR Show.

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En Contacto Radio Show, The Spanish equivalent of an MPR show.  En Contacto has become the leading informative radio radio talk show in Minnesota for those who feel more comfortable getting their dose of information in Spanish. While conducting research in the Latino market for other marketing projects, Multivision Media Group discovered an evident need for an informative radio show in Spanish to address some of the communication gaps between non-profit organizations and the community as a whole.  The production decided to focus mainly on five relevant topics: Immigration, Politics, Health, Education and Social Justice.  The format is very similar to MPR’s shows where the host interviews experts on the various topics previously mentioned. The first segment includes a brief summary of news and events, followed by the topic discussion with the guest, and finally, the phone lines are open to questions or comments.  For radio interviews o questions contact us: info@multivisionmediagroup.com

 

ILCM Director John Keller and Mexican Consul Alberto Fierro discussing DAPA.

ILCM Director John Keller and Mexican Consul Alberto Fierro discussing DAPA.

En Contacto: Broadcasted December 3rd, 2014.

This Wednesday we are interviewing immigration attorney John Keller, Executive Director at the Immigrant Law Center of MN. We’ll discuss the filing dates for DACA and DAPA parents. Also, a quick summary of the DAPA criteria and a few tips on how to stay away from scammers.  We’ll have the visit from Alona Lee from the Community Action Partnership and expand on the energy assistance program for residents of Minneapolis. And last but not least, the latest on the students’ movements in Mexico and Minnesota with student activist Alejandra Cruz.

Tune in every Wednesday from 4-5pm on Radio Rey 630am. On line: www.radiorey630am.com  Call in: 651.227.6300

Hosted by Juan A. Vazquez and produced by: www.multivisionmediagroup.com

En_Contacto

Political Gaffes When Targeting Latinos

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It has been two years since the last presidential election and based on the ongoing midterm elections, we can conclude, once again, that when it comes to targeting Latinos, politicians just don’t get them. There are three suicidal mistakes that politicians and their advisors commonly make: 1) Ignore them. 2) Cluster them with other minorities. 3) Address immigration in a cynical way.
Political Gaffes When Targeting Latinos
Political Gaffes When Targeting Latinos

In politics, there seem to be two basic fundamentals in how to ignore Latinos. The first one denotes an obvious lack of knowledge about the Latino community and rather focuses on general issues. The case in hand goes back to the 2012 presidential campaign when candidate Romney decided to focus all his efforts on economic issues, “hoping” that Latino voters might be willing to look beyond his hardline stance on immigration. His implausible efforts were proven futile as candidate Romney got a dismal 27 percent of the Latino vote, almost 20 percentage points down from Bush’s (44%) 2004 reelection. He also ignored Latino voters by avoiding speaking in front of them, logically so, his campaign ran merely 3,345 Spanish television spots (Obama ran 13,232). As expected, his spots lacked sensitivity to Latino issues and were identical, un-proofed, translations of English ads.

In retrospect, Mitt Romney branded himself as a product for non-Hispanic white mainstream voters. His strength relied on a voting bloc that looked like him, unfortunately, that group is no longer big enough to send a candidate to the White House. He clustered all the minorities into one group, addressing them as whole and ignoring their own particular issues. It is very typical for political campaigns to have non-Latinos run their Latino advertising. The same marketing principles applied in the business world come pretty handy in politics. Some may argue that the cross-cultural marketing approach may work better when targeting a specific group; I recommend a multicultural marketing strategy. It focuses specifically on the group traits and not on demographic groups’ similarities as the former.

When it comes to election time, both parties tend to bash on immigrants as a strategy to advance their political aspirations. Of course there are exceptions to the rule depending on the political playground and the morality of the players. Throwing immigrants under the bus has never been a good strategy as it was proven in the 2012 presidential campaign. If it did, President Romney would be leading the war on ISIS right now. In spite of its proven ineffectiveness, some political campaigns keep pounding Latinos like piñatas as desperation sets in. They’ve fixed their sight on the present. It doesn’t matter if 50,000 Latinos reach voting age every month, nor if the 21.3 million Latino registered voters will eventually awake from their voting lethargy. The future awaits a backlash against the parties and some candidates as a new era of activism has started and Latinos are organizing themselves as a solid voting bloc.

Wooing Latinos is easier said than done, however, political campaigns and marketers must carefully choose a strategy that targets a specific group and be sensitive to its issues and cultural subtleties. A “one size fits all” approach has never worked in business and will never work in politics. Political campaigns targeting Latinos must devote bigger budgets to the Latino market share and follow these basic principles to be successful:
– Relevant messaging
– Micro-targeting
– Digital Advertising
– Social Media Advertising
– Creative advertising and engagement
A carefully tailored slogan relevant to the audience and a candidate’s face, in marketing, can be half of the winning battle.

For this article I cited presidential elections to simplify the political mishaps that oft-occur when reaching out Latino voters. Local elections settings may vary in shape and form (i.e. allocating more resources in tight races, etc.) but the same marketing principles apply.

Please email us for any consulting and marketing services.

Juan A. Vázquez/President
The most effective way to reach out to the Latino market, period!
Multivision Media Group, LLC | 651.331.8461

Hispanics in Social Media

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Hispanics are the most active group on social media sites according to new Pew Report, reinforcing the importance of this demographic group to the future of online advertising and applications. According to a new analysis by the Pew Research Center, Hispanics own smart phones, go online from mobiles devices and use social networking sites at similar and sometimes higher rates than other demographic groups. The percentage of Hispanics who occasionally go online increased from 64% in 2009 to 78% in 2012, a diminished online gap of 10% in comparison to its white counterparts. How do Hispanics connect online and access social networks?

  • Cell phone ownership: Fully 86% of Hispanics say they own a cell phone, a share similar to that of whites (84%).
  • Smartphone Ownership: Among adults, Hispanics as just as likely as whites to own a smartphone-49% versus 46%.
  • Mobile Device Internet Access: Hispanic internet users are more likely than white internet users to say they go online using a mobile device-76% versus 60%.
  • Social Networking: Among internet users, similar shares of Hispanics (68% and whites (66%) say they use social networking sites like Twitter and Facebook at least occasionally.

Allow us to guide you to the right Social Media strategy. Multivision Media Group will provide you the proper online-community engagement to your brand and services.

Contact us today: info@multivisionmediagroup.com | 651.331.8461

Hispanics in College

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Hispanics are the youngest population group, one-in-four public elementary school students is Latino. Unfortunately, its demographic feat does not equal its education achievement. Nationally, Minnesota has the largest achievement gap for Latinos with only 51 percent of high school graduation rate, whereas 84 percent of whites graduated from high school. Consequently, a dreadful high school graduation rate is also reflected in the huge disparity college gap for young Hispanics. The percentage of Hispanics with bachelor’s degrees was just 13.2 percent in 2009 in contrast with 27.3 percent of the general population. Such a disproportionate education gap requires basic grassroots tactics and a cultural-know-how strategy.

Multivision Media Group has developed and proven a successful four-step plan that has helped colleges in Minnesota increase the number of Hispanics students enrolled at their institutions. Education has been a passion for the Multivision Media Group team, we have gone through the process and have identified the impediments that prevent young Hispanics to obtain a higher education degree. Secondly, we have created an antidote to overcome the “no college” perceptions that have been unconsciously instigated in young Hispanics. For instance, one perception deeply rooted in students it is the high cost of higher education. Multivision Media Group has created educational campaigns for students and mainly for parents to knock down that ill perception. We have used cost comparison tables so they can relate better to college cost and the benefits of a college educated person versus someone with no higher education. We have ensured in our campaigns that Hispanics see it as an investment rather than an expense. We have also raised funds for students as part of our public relations strategy on behalf of colleges.

Our Integrated and Successful 4- Step Strategy.

Creating and Implementing a Marketing Plan

– Increase the enrollment of Hispanic students

Retention

– Implement a human-support strategy

Success

– Create a navigation strategy to direct students to resources and on-hand counseling

Graduation

Increase graduation rate and expose recent graduates to employers. Our four-step guide has been proven success at the different colleges it has been implemented. Each step has to be followed in the sequence listed above to ensure success and requires long term commitment from the college and institution. It is essential that students perceived tangible support from the staff at their college, a support that can’t be given from parents unfamiliar with the higher education system in the U.S. If students feel welcome and supported at their college, they’ll pass the word around and then a successful education cycle would have begun.

Contact us for a free consultation! We’ll create a successful strategy that will help you walk your Hispanic students from enrollment to graduation, the path every student should follow.

Marketing and Branding

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As a marketing company, our goal is to transform your company into a high-powered marketing machine that will attract more customers and grow your business into the Hispanic market. Based on the basic principle of branding two new markets, we follow a twofold strategy:

1) The best way for a brand to grow overtime is by growing the number of buyers. The Hispanic Market it is still untapped or neglected to say the least. Meaning that “brand growth potential” is huge, especially if take into consideration the demographic factor.

2) Demographically, Hispanics are the largest minority group. In spite their adaptability to mainstream, Hispanics are a sustainable culture and as such, they mostly buy brands that recognize their cultural relevancy. Hispanics are very sensitive to cultural connectivity, they more likely turn away from a brand if they only perceive an interest to sell them a service or product.

Thus the importance of contacting us for your branding needs. We’ll help you find new ways to engage Hispanics, the largest US minority.

Branding Services:

– Business Name
– Company Colors
– Logo
– Slogan or Tag Line

Content Development:

– Radio
– Television
– Print

Media Buying and Ad Placement

– Event Branding
– Event Sponsorship

Increase your audience today! Contact us today: info@multivisionmediagroup.com | 651.331.8461

Why Hispanics?

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Let’s reverse that question… Why not Hispanics?

The Hispanic population had a 43 percent growth in 10 years and has reached the historical figure of 50.5 million. Hispanics now represent 16.3 percent of the U.S. population, one of every six people in the United States is Hispanic. This population growth fueled by Hispanics has impacts across the whole the economy in labor and consumer markets as well as in entrepreneurial and investment markets.

Hispanic purchasing power has increased from $600 million in the year 2000 to more than1 trillion in 2010. The upward projections for Hispanic spending power will continue and is expected to reach 1.3 trillion by 2015.

Minnesota experienced a 74.5 percent Hispanic population growth in the last 10 years. The census counted 250, 258 Hispanics in the state in 2010, meaning that the fastest-growing group now accounts for 4.7 percent of the state’s 5.3 million people.

The numbers:

  • The Hispanic population is expected to account for 44% of the nation’s population growth from 2000 to 2020 and 62% from 2020 to 2050. By 2050, the nation’s Hispanic population is expected to reach 96.5 million.
  • The nation’s 44 million-strong Hispanic population is young, with a median age of 29.5.
  • The #1 priority of the Hispanic family is the education of their children.
  • The number of Hispanic-owned businesses in the U.S. increased 78% from 1987 to 2000. That compared to a rate of 26% for all U.S. businesses. Hispanic women own 39% of all women-owned firms in the US.
  • Average disposable income per household for the Hispanic population last year was $56,431.
  • Total consumer spending by Hispanics was $531 billion last year. This represented 81% of the national average.
  • From 2002 to 2020, the report projects personal consumption spending by Hispanics to increase at an average annual rate of 9.1%, far exceeding the national growth rate of 6%.” The US Hispanic annual disposable income is larger than the annual GNP of Mexico, Brazil and Spain.
  • The United States has the second highest Hispanic population in the world.

Do you need any more reasons to start increasing your products or services in the Hispanic market?

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The decline in college enrollment seems to be accelerating

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The decline in college enrollment seems to be accelerating, though it was the steepest in the Midwest. According to experts, enrollment typically falls when the economy improves and unemployment drops. Despite a slow economic recovery and how predictable enrollment drops from an economic perspective, colleges still have to fill out classrooms to deal with increased costs or state support. Two- year colleges have seen the greatest decline; while four-year private colleges actually saw their enrollments slightly grow. What are private colleges doing differently to increase enrollment? Why aren’t most public universities and community colleges doing enough to reach out to Hispanics? After all, Hispanics are the fastest growing demographic group and due to economic and geographic reasons, Hispanics tend to choose community and technical colleges as their first choice.
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