Aug 022012

We all know that social media plays an important role in marketing and this is especially true with Hispanic-targeted marking. Approximately 61 percent of Hispanics primarily use social media for personal purposes. Other common uses of social media among Hispanics include business purposes, self promotion and for simply doing social good. If blogging is your social media outlet of choice to target the Hispanic market, make sure to provide relevant content and an opportunity for the audience to express how they feel and provide some valuable, honest feedback (just like!). There are even numerous tools and apps available to facilitate the use of social media.

Check out these top blogging tools that’ll help maximize your blogging experience.


InboxQ lets you create campaigns with different keywords. Usually the best thing to do is to create campaigns with keywords from topics you specialize in. So when someone asks a question with those keywords, you will be updated about it and you can answer the question.

Content Idea Generator

The Content Idea Generator (v2) is a Google Doc that will automatically find news and related stories for your blog from a variety of sources… everything from Google News to Reddit, from tweets to public Facebook updates and more.


For the blogger who is seeking a cool way to keep track of interesting articles for later blog posts, check out Diigo. This cool tool allows you to highlight and store interesting content for quick retrieval down the road.  You can even embed notes to your saved content.  It supports mobile devices like the iPhone, iPad and Android.


It helps me to really create an awesome community around our blog. You can up-vote and down-vote comments, see recurring commenters and have much better threading than in the old version. Plus, everything is in real time and it feels as if the post and comments are much better connected with each other. One last point I love is that you can show related articles at the bottom of the post and see top commenters at a glance.

Focus Booster

Focus Booster is a tool that many bloggers use to increase writing productivity. The essential aim of the technique and this app is to reduce the impact of internal and external interruptions on focus and flow. The immediate benefit is to block out common distractions to productivity, such as constantly checking your email and social accounts. Although the Pomodoro technique recommends 25-minute intervals, you may need to experiment to discover your optimal session length.


If you post something on Twitter that you’d like to replicate on your blog, IFTT is for you.  Sure, one can post wherever he or she wants, but this is the Internet and automation is almost always awesome. IFTTT is a (free) web service that lets you connect social media outlets together so that if something specific happens, IFTTT can produce another desired result on another connected Channel.

The following blogpost was written by Steve Nunez, Marketing Coordinator for La Opinion


Photo: Fan Pilot

Jul 192012

Some may call it the “Hispanic TV baby boom” but I call it “keeping up with the times.”  The most influential player in the Spanish language television networks has been Univision. But it looks like Univision will be getting some competition now that major corporations are launching their own Spanish language television networks to target the Hispanic market.

Here is a quick rundown of what’s going on:

-          News Corp. is rolling out their new network, MundoFox.

-          ABC-Disney is rumored to begin a Spanish-language news partnership.

-          NBCUniversal is now investing heavily into Telemundo.

What does this all mean? Network executives have stated that the Hispanic market is no longer being viewed as a niche, minority market for a lot of companies. Big marketers are now looking at the Hispanic market as having a major influence in product purchasing. Marketers and advertisers continue to target the Hispanic market because of their growing numbers and large youth population.

Now, good TV is still good TV. There have been several sitcoms targeted for the Hispanic market but failed to deliver. The CBS sitcom Rob, which starred comedian Rob Schneider as a man who marries into a huge Mexican-American family but after just four episodes, the show did not gain steam with the Hispanic audience. While the most successful show created around a Hispanic was the George Lopez show. So the question now is, will these new networks offer good TV or poorly thought out shows?

The following blogpost was written by Steve Nuñez, Marketing Coordinator for La Opinion.

Source: Adweek

Jun 272012

Who doesn’t enjoy a good taco from one of your favorite taco trucks? On several occasions after work, I head over to one of my favorite taco trucks in Boyle Heights only to find a 30 minute line just to place an order.  As I look around while I wait in that endless line, I notice that the clientele is just the right market that certain companies should be trying to penetrate.

A few companies have taken notice of this opportunity and have introduced a new marketing campaign. VF Corporation, an American apparel corporation which owns companies like Lee’s Wranglers, 7 for All Man Kind, etc. is one of the first to utilize lunch trucks to market their brands to the Hispanic market. Knowing that many construction workers are Hispanic and that we like tacos, Wrangler will be sending out lunch trucks to work sitesas well as other target Hispanic markets in efforts of promoting Wrangler jeans. Their lunch trucks will be offering free food as well as  gifts with the purchase of Wrangler jeans. McCormick & Co. Inc. has also launched a 26-stop branded lunch truck tour offering tacos made with McCormick spices. The tour targeted cities with large Hispanic populations that included Los Angeles, San Antonio, Dallas, Houston, Austin and Phoenix. McCormick & Co. Inc. lunch truck tour will sell the tacos at $1 each and will raise money for scholarships for Hispanic students at the Culinary Institute of America.

This is a great way to build trust within our community and allow for one-on-one interaction with Hispanic consumers. If I can grab a quick bite at my favorite taco truck and get a gift card or discount for a specific retailer, I’m sold on the idea!

The following guest blog post is from Steve Nuñez, Marketing Coordinator for La Opinion.



Photo: Time

Jun 202012

Summer is officially here! It’s time to add an extra workout or two to my weekly workout routine. Even though I work out to get my beach-body ready, I (like most others) tend to indulge in several “unhealthy” food options, especially while vacationing at summer destinations. But thanks to several health clubs, I keep being reminded on how important it is to look good for the summer. And, it is to no surprise that several health clubs have even targeted the Hispanic community by introducing Hispanic-inspired workouts and dietary supplements to get us into their gyms!

A few inspired Hispanic workouts that health clubs have included into their classes are:

ZUMBA – combines Latin and International music with a fun and effective workout system. Zumba involves dance and aerobic elements. Zumba’s choreography incorporates hip-hop, soca, samba, salsa, merengue, mambo, martial arts, and some bollywood and belly dance moves

SALSAROBICS – a unique cardiovascular Latin dance workout based on Caribbean and tropical Latin dance rhythms. Salsarobics combines cha-cha, meringue and salsa

THE MAMBO COMBO – is a combination of a mambo dance step with directional marches to increase the intensity of the dance move

CAPOEIRA – is a Brazilian martial art that combines elements of dance and music

To compliment your workout, you can also grab a licuado at selected gyms. A licuado is a blend of milk, fruit and ice, this drink provides an energy boost before exercise or serves as a refresher after working out.

Other health clubs have partnered with the American Heart Association and the American Diabetes Association to offer free health screenings. Health clubs have even begun to bring in former Mexican National soccer players to engage with members and participate in interactive activities.

I hope you are all ready for summer by working out with some of these alternative workouts. If none of these appeal to you, stick to the best workout of all: free weights and a licuado.


The following guest blogpost is by Steve Nunez, Marketing coordinator for La Opinion.

May 312012

If there is something I can’t resist, it’s a good bag of potato chips. Working in the marketing industry, I appreciate a good marketing campaign or catchy gimmick but I like to think I could see past it all. Until the food companies somehow figured out my two weaknesses: hot sauce and chips! I’ll admit it (and you should too) I’ve put Tapatio hot sauce on just about all my potato chips. I’m glad to see several food and beverage companies have taken notice and have introduced new flavors to their chips that Hispanics are familiar with such as Doritos Tapatío, Ruffles Tapatío, Frito Lay Sabritones and Lays Chile Limón to name a few. Yes, I have tried most of them and really enjoy them.

With Hispanics being the fastest growing demographic in the US, It’s no surprise that major companies in the food industry are increasing their advertising spending on Hispanics by double digits. Kraft has seven new marketing campaigns targeting Hispanics and PepsiCo is using a familiar face to connect with Hispanics by featuring Sofia Vergara in their new Diet Pepsi commercial. Ken Powell, Chief Executive of General Mills, projects that 40% of U.S. households will be “multicultural” by 2020. The 2010 Census accounts Hispanics for 16% of the population and the Association of Hispanic Advertising Agencies says the top 500 advertisers have increased their budgets by 14% to create campaigns that target Hispanics. With forecasts like these, we can continue to see a shift in more tailored items in the marketplace.

I recall growing up in Los Angeles and going to the nearby Ralphs market and not being able to find any Hispanic food or products. Nowadays, I can walk in to just about any market and find Hispanic food and candy or even an entire Hispanic food section. I look forward to seeing even more Hispanic-targeted products in the marketplace.

Guest Blog Post Provided By: Steve Nunez, Marketing Coordinator for La Opinion


May 242012

Forty-Four percent of U.S. Hispanic adults own a smart phone according to Pew Research Center.

It’s an exciting time to focus on Hispanic marketing. Now more than ever, there is a segment in the marketplace craving to be heard and catered to, and all we have to do is listen. This is why it hurts me to see when a company in the forefront of cell phone technology ignores the Hispanic market, even though we are more likely than non-Hispanic white adults to own a smart phone. It’s mind-boggling to know that the popular Siri, the voice-recognition technology app on the iPhone, speaks German, Japanese and French but does not speak Spanish! I look forward to sharing more insights like this. Please feel free to share any thoughts you may have (good or bad) or your experience. As for the Siri, I’ll wait until the “Spanglish” version comes out.

The following guest blog post comes from Steve Nunez, Marketing Coordinator for La Opinion. Steve brings a deep knowledge and familiarity in Hispanic marketing and has a diverse background that includes marketing, advertising and sales. His experience includes CD Chivas USA (MLS Soccer Team), AEG  (Anschutz Entertainment Group), Ontario Reign, Castells & Asociados, Fox Sports West/Prime Ticket and others.

Steve holds a BS in Marketing Management and International Business from California State Polytechnic University, Pomona. He is a member of the American Marketing Association and serves as a mentor to Cal Poly Pomona students.

We welcome Steve as a guest blogger to and look forward to the knowledge and insights he will provide from a consumer perspective of marketing.



Mar 202012

I was honored last week to be invited to participate on a panel discussion with other esteemed West Michigan colleagues at Davenport University. The panel was part of a series by the university entitled Secrets of Success. We were asked, as Latino business owners, to talk about lessons learned, barriers overcome, and our thoughts about how other businesses and organizations can connect to the burgeoning Latino demographic. It was a privilege to be invited and I truly enjoyed the engaging conversations held with the audience and my fellow panelists.

The event was hosted by Davenport University and moderated by Carlos Sanchez, the executive director of the West Michigan Hispanic Chamber of Commerce. Along with myself, the invited panel of guests included Maria Erazo from Farmers Insurance, Carlos Pava of Voices for Health, and Ivan Guzman of Metrology & Engineering Technologies. The university held the discussion in their downtown Grand Rapids satellite location known as the Peter Cook Center.

After a brief introduction and a few statistics about Latino demographics from Carlos Sanchez, we were each asked to tell the audience our stories as entrepreneurs. It was heartening to hear my fellow panelist were motivated not only by financial reasons but also by an innate responsibility to empower and deliver inspiration within their Hispanic communities. Maria Erazo announced that she had recently completed a book about her family’s journey as immigrants to the United States from Mexico. Like many other Latino business owners I know, there was an undeniable link between business and personal passions.

At one point we spoke about how other businesses may be able to connect with Hispanic consumers. We agreed that at times, for those who are non-Latino, understanding the diverse nature of Latin American nationalities, ethnic groups, and language dialects could seem daunting. There was also an acknowledgement that the growing Latino population, albeit a business opportunity for many, can unfortunately be a source of fear for some. As a nation, we have the choice to observe the changing face of our communities with trepidation or confidence.

During a question and answer session at the end of the discussion, I was pleased to be asked how Latinos continue to over-index all other demographic groups in the U.S. with social media use. I explained that our social dispositions as Latinos and the need to stay connected, be it with friends or distant family, are likely reasons for our strong social media presence. It was good the audience in attendance acknowledged online and mobile engagements not just as social trends but strategic marketing tools.

Thank you to Carlos Sanchez and the West Michigan Hispanic Chamber of Commerce for their facilitation and to Davenport University for their hospitality. We trust our participation gave the attendees sufficient ideas and insights to consider about Hispanic entrepreneurs and connecting to our Latino communities.

The following was a guest blogpost from

Feb 162012


A photo montage of IDEO’s HCD Toolkit project, prepared for the IDEA awards.

Since last month, I have been involved in a new initiative that uses human centered design (see video above) to solve issues within Latino communities. The Keller Futures Center, an innovative program through the Grand Rapids Community College, facilitates project-based initiatives to help solve unmet and emerging needs in West Michigan communities. Previous research determined that resiliency is a key ingredient in the success of Latino youth – specifically within education.  Existing as a community coalition representing education, business, non-profits, philanthropy, parents, and students, the Latino Resiliency Project will innovate for seven weeks on the topic of what drives resiliency in our youth and determine how resiliency has a positive impact on the educational achievement and overall life conditions for Latino youth.

To help understand how the Latino Resiliency Project plans to achieve its goals, here is a brief explanation about human centered design and the process:

According to the design pioneers at California’s IDEO, human centered design is “a process and set of techniques used to create new solutions… by examining the needs, dreams, and behaviors of the people we want to effect”. The human centered design process begins by first identifying desirability, “what do people desire?” Then solutions are uncovered through feasibility, “what is technically and organizationally possible”, and viability, “what can be financially viable?” The “sweet spot” where these three lenses overlap is inevitably where the most relevant solutions will emerge.

Based on previous research by the Grand Rapids Community College and the Keller Futures Center, it was found that Latino youth in West Michigan continue to under-perform academically. Statistics indicate that Latinos within the Grand Rapids Public School district have a 33.6% dropout rate compared to 15.8% for their Caucasian counterparts. It was also revealed that there are many barriers affecting Latino academic achievement such as drugs and gang involvement. In essence, many of these teens lack resiliency – the tools to overcome difficult and trying times in life and follow through with their academics.

For the past several weeks, our community coalition has been meeting twice a week and participating in several design centered exercises. During the first week, we engaged in a visual imaging process called “mind mapping”. During mind mapping, participants share several ideas – writing and sketching them out on post-notes to later arrange in relevant groups with connections on a visual “map”. For week three, we conducted “field research” through interviews with local Latino families, students, and their network of supports (teachers, coaches, mentors, etc.). The research was very revealing. Yes, a few assumptions did ring true, but there were also some additional insights that proved to be quite valuable. For example, one of our research groups discovered that even though many undocumented teens shared similar experiences with immigrating to the U.S., they hardly ever spoke about them with each other as peers. This information has been synthesized and we will soon begin the process of “ideation”, brainstorming and finding the viable and feasible solutions to help solve issues related to resilience in Latino youth.

It has been an interesting and thought provoking experience so far and one that has opened my mind to new concepts and culturally relevant insights with regard to Hispanic marketing. My hope is that our work will become a catalyst for future endeavors to help make our communities in West Michigan better places to live. Please check back again in the near future. I hope to write a follow up post when the work of the Latino Resiliency Project is finalized. In the meantime, please follow the project virtually through the Keller Futures Center’s websiteFacebook page, and blogspot.

Jan 172012

In October, I wrote a post proclaiming a manifesto against discrimination for multicultural and Hispanic marketing professionals. In my opinion, not only do we have an obligation to our clients and business needs, but also to make our communities better places to live. Unfortunately, discriminatory attitudes still exist in advertising, marketing, and media. The good news is that those who have had the most negative impact on the perceptions of race and ethnicity are also in the unique position to propagate the most good. A recent campaign from Mexico may suggest there are other professionals that agree.

Part of a campaign for social change, the video above, Racismo en Mexico (Racism in Mexico), recently went viral online and has spread quickly through social media outlets. A practical reenactment of the Kenneth and Mamie Clark doll experiments from the 1940s, the video is a montage of interviews with children from Mexico as they answer questions about two dolls placed in front of them – one of white complexion, the other of dark complexion. One does not need to understand Spanish to comprehend the message of the campaign – as well as which doll the majority of the children deem as “beautiful” or “good”. To those of us familiar with the deeply ingrained attitudes toward skin color in Mexico, the responses from the children not surprising, albeit uncomfortable to watch.

There are many that may suggest the perception of color in Mexico is not the same as in the U.S. The two countries have experienced different histories with colonization and interracial mixing. The majority of Mexican individuals do not belong to a race but rather to an ethnicity. In addition, cultural attitudes also define a difference toward race and color between Mexico and the U.S. An article last week from the New York Times reported how many Latinos feel that culture is ultimately more important than race. According to the article, the U.S. Census Bureau has been challenged to record accurate results from polled Hispanics asked to define their race. Since “people of Hispanic, Latino or Spanish origin may be of any race,” the Census can be confusing for many who see themselves within the context of nationality or culture, as opposed to race.

That having been said, it would be foolish to say that race does not impact the lives of many Latinos. Having spent time in both Mexico and Puerto Rico, I can personally attest to this. Obviously, the campaign developers of Racismo en Mexico can as well. Regardless of our respective cultures and histories, Tom Devriendt of the blog Africa is a Country said it best by stating that a segregated society is one that breeds distrust and internalized racism. As I write this post, I reflect on this day being the recognized birthday of Martin Luther King Jr. How do we as professionals – business people and community leaders alike – forge our own respective legacies in support of equality for all?

The following was a guest blogpost from