The 2010 Census

As the 2010 Census nears, I think back to the last time new census numbers were released. About 10 years ago, it was the top story of the day; people were shocked that Latinos comprised 10 percent of the population and 1/3 of California's population. This year, the U.S. Census Bureau wants to ensure that the entire population is included. In the past, many undocumented immigrants have been fearful of being included in the Census. In 2010, the Census Bureau will receive help from Univision and Telemundo; the networks will inform Latinos about the Census and encourage them to participate.

Currently, Latinos make up 15 percent of the U.S. population and account for nine percent of the total national buying power, the equivalent to one trillion dollars. However, marketing/PR budgets allocated to this market only represent about four percent of the nationwide overall marketing budgets.

The 2010 World Cup

Many believe that the 2010 World Cup will be the top marketing opportunity of the year for effectively reaching Latinos, especially males 18-44. The World Cup's impact on the Latino market is comparable to the Super Bowl in the general market. Some of the companies that will be developing campaigns with a World Cup theme include Walmart, Coca-Cola, McDonalds, Verizon Wireless and Budweiser. In addition to developing commercial spots that will air during the broadcast of the games on Univision, companies will be developing community outreach and online campaigns. For example, Verizon's V-Cast mobile entertainment platform - will enable its customers to have access to Univision's coverage on their mobile phones, and Walmart is planning on holding official World Cup events at their stores.

More content produced in the USA for U.S. Latinos

In the past, the majority of primetime programming to U.S. Latinos was produced in Mexico. Univision has built a reputable news department and has produced popular entertainment shows, but up until recently, the network has relied on Mexico's Televisa for its primetime programming. In 2010, Univision is preparing to ramp up its own programming produced in the U.S. The company has launched its own production studios in Miami and is set to produce its own reality shows, entertainment specials and telenovelas (of course!).

This means that marketers will have more opportunities for branding, because Univision will have full control over production. Univision plans to acquire additional revenue opportunities, as content will be distributed via multiple platforms including online and mobile.

More news content for Latinos

Telemundo is expanding its news operations by increasing its local, network and online news. The network announced the production of local news in many markets, the expansion of morning segments, afternoon and evening news shows, and the creation of a Sunday morning political network show. Additionally, the network will make more of its news content available online, in response to viewers' demands for accessing news 24/7. Media experts and community activists believe that providing Latinos with several options for accessing Spanish-language news will empower the community. For those of us in PR, the expansion of local news and the creation of additional shows will provide obvious opportunities.

Online marketing to gain relevance

The New Year is here and I would like to share with you my thoughts of the likely changes that I see taking place in the Latino marketing arena in 2010. I will be posting twice a week. Stay tuned as I will be posting more next week.

Recent studies show a ten percent increase in internet usage among Latinos from 2006 to 2008. Although the Latino population’s use of the internet lags behind other groups, Latinos are catching up fast. U.S.-born Latinos have higher internet access rates, but foreign-born Latinos’ internet access provides the biggest opportunity for growth. This year will mark an increase in the expansion of these opportunities. Univision.com, the largest Spanish-language portal in the U.S., has seen increased partnerships with sponsors. General Mills is the exclusive sponsor of the portal’s “Cocina” widget allowing Web site visitors to browse by meal, country or ingredient. Also in the "Cocina" lineup are video and cooking tips from celebrity chefs' appearances on the Univision network shows. Other companies such as Flock, State Farm, Toyota and Ford have teamed up with Univision.com to launch online marketing campaigns. The Univision portal also launched its first virtual online novela last year, which could only be viewed online. And since You Tube signed a deal with Univision last year, You Tube’s Hispanic audience has grown by 80 percent. With the increasing number of Latinos online, those of us who work in marketing and PR will have to incorporate more online components into our campaigns.

Taking Brand PR on the Road

I didn’t realize it at the time but looking back on my childhood, my love affair with automobiles started with my first Matchbox Car.

My father was all too proud to see that I shared his passion for cars, especially the classics. When I was a kid, he used to take me to a classic car showroom in Gladstone N.J., which housed an impressive collection of rare, vintage sports and race cars. Every imaginable European marque was represented in the collection, and whenever my father asked me if I wanted to go back, I didn’t hesitate. When I was old enough to drive I would make trips on my own, taking care to learn as much as I could about each model from the specific history and ownership of the car, to the designer, all the way down to the original factory equipment. My fascination grew with each trip, and when I went off to college and found myself in need of a job, it was the first place I thought to look. I didn’t actually think I would get the job, but I soldiered on and went anyway. I met with the owner and let him know I would be willing to do just about anything, so long as I could work around these beautiful works of art. He took my number down and said he would call if there was an opening. I never expected a call back.

Lo and behold, a few months later the call came. The owner told me he needed someone to help run errands, detail cars, take care of DMV paperwork and, most importantly, to shuttle cars back and forth between showrooms, repair and restoration shops, dealerships throughout the Tri-state area and long distance road trips to deliver cars to their new homes. Life was complete.

During the time I worked at the showroom I developed a particular fascination with Italian and British sports cars, particularly Jaguar and Ferrari. I drove just about every model Jaguar and Ferrari from the ‘60s through the early ‘90s and became quite familiar with the history behind each example. The Ferrari Dino and Jaguar D-Type were my favorites - just for the record. I listened closely to the way in which my boss would communicate with prospective buyers, spending as much time as necessary to educate them about the subtle nuances of each example. This was no ordinary sell. Emotions play an important role in the purchase of such exquisite automobiles, especially when you’re paying $250K or more for a car. History is everything when buying a classic car and telling the story behind each car was an art in itself. Most would say, however, that these cars literally sell themselves. Although there is some truth in that sentiment, there is a much more powerful element at work here. Brand PR.

Automotive companies like Jaguar and Ferrari have a long history of nurturing emotional connections between the consumer and their brand by promoting a feeling of trust, loyalty and lasting value. Consumers know they are not only purchasing a special car with a long and illustrious history on the racetrack and on the roadways but a commitment to continue to produce the finest cars in the world. Take one drive in either of these particular brands and you will know.

One particular brand that I have been following with great enthusiasm is Tesla Motors. Here is a brand that is breaking away from the proverbial pack and really differentiating itself in the marketplace. No other car company in recent years has tapped into the imaginations of consumers in the same way as Tesla Motors has. The company’s 2010 Roadster has a range of 244 miles, goes from 0-60 mph in less than 4 seconds and has a sleek design that offers “performance with a conscience,” according to Tesla. I couldn’t agree more. Tesla’s Model S will debut in 2011 for those looking for a high-performance 4-door sedan with an ever longer 300 mile range. In fact, Tesla recently showed off its all-electric Roadster sports car at the 2010 North American International Auto Show. Lee Hawkins from the Wall Street Journal covered Tesla’s appearance at the show and the company’s "Roadster Road Trip" to get there. Definitely worth the read.

This is a great example of a forward-thinking car company that is tapping into ever-increasing consumer demand for the next generation of high performance automobiles. I can think of many ways that Brand PR would benefit Tesla Motors as they tap into this growing market and will have more thoughts on Tesla as they are certainly one to watch.

The paywall problem and how Brand PR can help

The Economist declared 2010 “the year of the paywall.” As newspapers continue to adjust their business models, many outlets are considering using a paywall and charging for content. The Wall Street Journal has successfully used a partial paywall model for years. According to The Economist, The Wall Street Journal expects to generate more sales from content than from advertising this year.

It is rumored The New York Times is about to make the move towards a paywall model soon. For an outlet that has been providing free content for years, such a move presents a dilemma. How can you convince millions of readers to start paying for something that used to be available for free? And how do you convince them to stay when so many other news outlets and bloggers are offering news coverage without a paywall?

That’s where the strength of an organization’s brand identity comes in.

Readers pay for The Wall Street Journal because they believe it has something unique to offer. Whether it’s journalistic style, format, specific journalists, subscribers believe The Journal brand offers something of value and so they’re willing to pay.

Smaller outlets that have been forced to rely heavily on syndicated content in light of severe staff cuts will face a tougher time justifying a paywall. However, a paywall isn’t the only possible solution. Other outlets are experimenting with different business models. For example, The Seattle P-I converted to an online-only format last year. A similar model is leveraged to great success by outlets like The Huffington Post and Slate.

As the news landscape grows more competitive, it becomes more important for outlets to differentiate themselves from the crowd.