Nov 082013

Small Biz Saturday

Jacquelynn Carrera
Managing Editor

As the start of the holiday season begins to kick into gear, big name retailers have already brought out their Christmas decor and advertisements in hopes that this year will bring a better return for sales during the season. I personally don’t participate in the annual ritual that some consumers delve into known as ‘Black Friday’ or ‘Cyber Monday’ for those so called “amazing deals” that will get you up at the crack of dawn or keep you from the warmth of your home at night waiting in line.

What you don’t know is that in 2010,  American Express OPEN created “Small Business Saturday” to serve as the traditional kick-off to the holiday season for independent retailers and restaurateurs. The day was created in response to small business owners’ need to cultivate customers. Since it’s inception, this celebration has grown to now include a vast majority of Hispanic business organizations.

According to the Small Business Saturday Survey, consumers took full advantage of the day by bringing in a wopping $5.5 Billion by independently owned businesses last year. The more millions of consumers “shopped small” on Small Business Saturday, it resulted in a tremendous impact on local communities.

“Based on $5.5 billion that shoppers spent in 2012, we are certainly hoping and expect to see an increase in holiday sales for our Hispanic small business owners and partners as well,” stated Lourdes Martin-Rosa, spokesperson for American Express OPEN. “Your support of Hispanic small businesses allows them to keep their doors open and contribute to keeping our economy strong.”

Think about it, who wants to be scrambling the mall parking lot for an open space when you can take a nice stroll down your local main street as you sip your latte from your local coffee shop (mine being Tierra Mia Coffee) as you browse for gifts from your local independent shops? Sounds pretty warm and fuzzy to me!

Did you know that the U.S. Census Bureau reported that the number of Hispanic-owned businesses in the United States increased by 43.7 percent to 2.3 million, more than twice the national rate of 18.0 percent between 2002 and 2007. Also, Hispanic-owned businesses generated $345.2 billion in sales in 2007, up 55.5 percent compared with 2002. Now those are some pretty impressive stats!

So as you start to kick your Holiday shopping into full gear remember to think Local and Shop on Small Business Saturday 11-30-13, the discounts, impacts on your communities and your pockets will definitely be rewarding!

For more information on how your small business can take advantage of the resources offered by American Express OPEN visit:

Source: R. Arispe, interlexusa



Sep 102013


Photo credits: Roar Media

Jacquelynn Carrera
Managing Editor of HMI
B2B Marketing & PR Manager, impreMedia

What happens when you combine a strikingly handsome Argentinean polo player, an adrenaline pumping social media campaign and a new Ralph Lauren fragrance? You get Polo Red. In a recently launched advertising campaign that distinguishes itself as fiery, confident and adrenaline pumping, Ralph Lauren set out to create a very unique experience with its consumers by offering something other than a mere like to a Facebook page.

They set out to create an experience for consumers that truly embodies the brand and what type of man they are targeting. In a recent interview with the  incomparable Nacho Figueras, Figueras noted that that man who wears Polo Red is for the man who is a risk-taker,  represents power, men want to be him and women want to know him. Now I am familiar with past campaigns that represent the Ralph Lauren experience, so when I was introduced to something different I wanted to see if the social media campaign really did embody what it set out to accomplish.

Note, that although I don’t represent their target demographic (males) I did want to see what the hype was all about and if from a brand standpoint they successfully grew their social media community from a more “adventurous” approach. When looking at campaigns such as these I always take into account the user experience, this for me is an important aspect of what my overall perception of a brand will be.

Below is an overview on my Red Race Challenge Experience

1. Upon visiting the page it did not prompt me to initially “like” the page which is what brands usually do to increase their social media number.

2. The actual tab for the Red Race challenge was strategically available at the top for ease of visibility.

3. I was then prompted to download the Unity Technologies app to be able to play the game (this delayed my experience just a bit)

4. Then I had to agree to the licensing agreement for the app

5. Finally! the game! You are given a brief intro into how to utilize your keys, then a count down to start…adrenaline pumping stuff. The actual game experience was fun, very interactive and user friendly. Did it remind me of what the new fragrance represented? Sure. But more so gave me a great new social experience as a consumer other than your conventional social media campaign.

Check it out for yourself and let me know what your experience was! Who knows, you could definitely be that Polo Red Man that Figueras represents in this campaign.

Side note: I did come across advertising for this fragrance recently in my local Macys department store, however none of the branding in-stores represented the core message of this campaign nor did it lead me to visit facebook to take the red race challenge.

Click on the link below to take the Red Race Challenge


Source:  Roar Media, Maria Salazar



Jul 252013


image: Flickr

Jacquelynn Carrera
Managing Editor of HMI
B2B Marketing Manager, impreMedia

With so much talk about Millenials lately, I wanted to take a look at this generation from a different perspective other than my own. I came across a great article published by #BizBash on what #Millenials want from companies when they attend an event.

Millenials are considered the generation of people that fall between the ages of 18-33, and according to Time Magazine they consist of 80 million people in the United States with a purchasing power of $170 Billion.

Freeman XP, the experience marketing division of Freeman sought out to create a profile of Millenials by pulling existing research and firsthand knowledge of this demographic from previous events such as Comic-Con and the New York Auto Show.  The profile below is what they came up with.

1. Maximize Technology

When people think of Millenials they automatically classify them as “Tech Savvy” which in actuality is not the case, they are technology-dependent. They expect technology to be at the center of everything that they do. They want it to be seamless, easily accessible, always on and always available.

Impact on Events: access to a large bandwidth of Wi-Fi, rechargable stations for mobile devices and tablets, social media walls, second screen technology to be able to access and interact with presentations on their smart devices.

2. Create Real and Virtual Interactivity

Millenials expect to be able to interact with each other with content, at face-to-face events and through virtual platforms.

Impact on Events: Providing content and connectivity through interaction enables audiences to become more engaged with each other and it also enables them to participate and provide their own content.

3. Incorporate Games

Millenials truly enjoy the experience of learning and interacting through games more than any other generation. They are predisposed to pickup technology and interact with it.

Impact on Events: “This gives our clients the ability to brand things and create other sources of revenue by creating gaming platforms,” Cavanaugh says. “You can develop content through a game that both delivers messages and makes the interaction more interesting and fun for the attendees.”

 4. Maximize Group Dynamics 

Millenials see themselves as highly social, engaged and optimistic. They interact and connect with others on common interests, products, causes and concerns. They look towards older generations as people from whom they can gain wisdom from.

Impact on Events: Traditional marketing comes into play when failing to interact effectively with millenials because they consume and crave information and media in real-time.

5. Maximizing Costs

This generation is considered to be pretty cost-conscious. They may not have the money to attend all the events they want to attend but are very selective and highly participatory and like to travel so they spread out their dollars more efficiently.

Impact on Events: To maximize the cost being a barrier for this generation, event planners now offer discounts, social media contests, scholarships or virtual experiences encouraging them to attend in the future while also capturing important data about what factors affect or sway their purchasing decisions.

6. Focus on Sustainability

This generation is extremely conscious about being social and environmentally responsible. They pay attention to the causes they want to support and become a part of. They also pay attention to an organization’s corporate social responsibility strategy and how that resonates with them.

Impact on Events: find a way to weave an organization’s corporate social responsibility strategy into its messaging and ways to make an event more sustainable and cause worthy.





Apr 082013



Don’t miss your opportunity to join Senior Executives from some of the leading companies as they give their insights into mobile marketing and advertising.

Join senior executives from American Express • Bayer • Benjamin Moore • Buffalo Wild Wings • Carat • Citibank • DDB • Digitas • Ernst & Young • Estee Lauder • IBM • JWT • The Hertz Corporation • Men’s Wearhouse • Nestle Waters North America • PepsiCo • R/GA • Reckitt Benckiser • Riedel • Sony • Unilever • Universal McCann • • Y&R • And many more.

Insights from keynote presenters Lars Albright, Co-Founder and Chief Executive Officer, SessionM • Thomas Fellger, Founding Partner and Group Chief Executive Officer, iconmobile • Lou Paskalis, Vice President, Global Media Content Development, and Mobile Marketing, American Express • And many more.

Click here to Register

Feb 142013
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Jacquelynn Carrera
Managing Editor of HMI
B2B Marketing Manager, impreMedia

From Walt Disney World to Cirque du Soleil to the Los Angeles Opera, one family from the friendly city of Fullerton, CA has handcrafted hundreds (maybe thousands) pairs of one-of-a-kind shoes for those in the entertainment industry. These are not your conventional pair of Aldo’s or Cole Haans, this is quality craftsmanship at its best. This year the family owned business turns a wopping 50 years old of soleing fictional characters on main street at Walt Disney to some of the most prominant actors and actresses.

Since its inception in 1963, Capri shoes and its owner Oscar Navarro, young shoemaker, arrived in Mexico at the age of 20 years, has led care and Capri since 1992, after working for David Dakos, Capri’s original owner for 12 years since 1980. Oscar has had to overcome numerous cultural and language barriers in his 33 years being involved in the business. It was the vision, passion, tenacity, talent and creativity of Oscar for the world of footwear that pushed the transformation of then being Capri Shoe repair to an international business, recognized in the entertainment industry, locally, nationally and internationally.

Since 1992, Capri Shoes has seen exponential growth. Its three original employees have grown to over 20 full-time skilled shoemakers, each contributing their unique skills to make their products unique in quality. Capri however, not only offers full service professional footwear for the entertainment industry, they also offer custom shoes for the buyer who seeks to create a specific style, or return to recreate their favorite shoe. Capri Shoes offers great functionality, quality, and meets the highest standards of design and performance. “We want to give the audience something completely unique,” says Oscar Navarro. “Designers come to us with drawings of a character, and we turn this cartoon into a reality.”

For more information visit:
Source: Erika Martinez, Press Release Capri Shoes