http://www.creatavivendi.com/Feeds/Blog/Default.aspxMulticultural & General Market Advertising, Marketing, PR & Strategic Consulting©2012, CreataVivendi Inc. All Rights Reserved.60<p>A <a href="http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3i307487139a15fd987ad93ef3a039d7f0" target="_blank">study</a> released this month by Experian Simmons for Univision Communications shows that Hispanics are less affected by the recession - and have a much more positive attitude toward their country's economic outlook and are less affected by some of the current economic market conditions: Only 45 percent of Hispanics have credit cards versus 71 percent of non-Hispanics, have fewer loans, and are less burdened with debt, and 34 percent expect to be better off financially in the next 12 months versus 25 percent for non-Hispanics.</p><p>Univision's president of advertising sales and marketing reported that their advertisers have experienced that Hispanic sales are outpacing general market sales over the past six months.</p><p>The buying potential of this segment is nearing a trillion dollars. So how as marketers can you draw those buyers to your brands?</p><ol><li>Develop targeted messages that speak to this buying audience in both language and culture. Translated general market advertising generally misses the mark. Hispanics are strongly connected to their culture and traditions. Reflect you respect and have an understanding of this and these consumers will repay you with their loyalty.</li><li>Target them with special offers that resonate with their buying habits and needs. Why are Hispanics weathering the recession better than their general market counterparts? In general, they use cash and are more cautious with money.</li><li>Reward their loyalty and repeat purchases. More Hispanics say that they go shopping frequently compared to non-Hispanics (35 percent versus 29 percent), and Hispanics are more willing to buy from an advertiser and pay a higher price for branded products.</li></ol>http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=8Thu, 25 Jun 2009 11:01:00 GMTAccording to Richard H. Anderson, chief executive of Atlanta-based Delta Airlines, the ability to write well is high on his list of qualifications he looks for when hiring. <br><br>In an April 25, 2009 <A HREF="http://www.nytimes.com/2009/04/26/business/26corner.html" target=”_blank”>New York Times interview</A> by Adam Bryant, Richard H. Anderson laments the fact that “writing is not something that is taught as strongly as it should be in the educational curriculum.”<br><br>He states that when he’s hiring “More and more, the ability to speak well and write is important. So you’re looking for communication skills.” <br><br>“And when I say written word, I don’t mean PowerPoints. I don’t think PowerPoints help people think as clearly as they should because you don’t have to put a complete thought in place. You can just put a phrase with a bullet in front of it. And it doesn’t have a subject, a verb and an object, so you aren’t expressing complete thoughts.” We couldn’t agree with Richard H. Anderson more. That’s why we’ve developed EGUMPP (Electronic Grammar Usage Mechanics Proficiency Program). EGUMPP is a Web-based elearning application that teaches English grammar through a self-paced, user friendly and engaging interface. The application uses a building block approach with concepts from previous lessons. The result is a high retention learning system that takes the user from the fundamentals of nouns, verbs and subjects to more complex concepts.<br><br>After six years as CD-based application, we’ve recently launched the Web-based version of the EGUMPP application. The product was recently used as the learning foundation for the inaugural Scripps Howard School of Journalism and Communications <A HREF="http://www.hamptonu.edu/shsjc/news/032509_grammar_bee.html" target=”_blank”>Grammar Bee</A> held on Wednesday, April 8, 2009 at Hampton University. Sixteen students competed for the $60,000 in scholarship money during the event hosted by Tony Brown, dean of the Scripps Howard School.<br><br>Links:<br><A HREF="http://www.nytimes.com/2009/04/26/business/26corner.html" target=”_blank”> http://www.nytimes.com/2009/04/26/business/26corner.html</A> <br><A HREF="http://www.hamptonu.edu/shsjc/news/032509_grammar_bee.html" target=”_blank”>http://www.hamptonu.edu/shsjc/news/032509_grammar_bee.html</A>http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=7Wed, 06 May 2009 07:38:56 GMTA November 17, 2008 <A HREF="http://online.wsj.com/article/SB122688348906232239.html?mod=todays_us_marketplace" target=”_blank”>Wall Street Journal article</A> article talks about Home Depot’s new Spanish language version of its Web site - <A HREF="http://espanol.homedepot.com" target=”_blank”>espanol.homedepot.com</A>. With this effort, Home Depot is making 40,000 products available to Spanish-speaking online shoppers. Despite the size of the multicultural market, few majors retailers have created Spanish-language versions of their Web sites that correspond to the breadth of content contained on the English-language version. By comparison, Sears, Kmart and Wal-Mart do not offer Spanish-language online shopping. Lowe’s, Home Depot’s chief competitor, provides a relatively small Spanish-language Web site dedicated to decorating trends and home improvement, but doesn't offer ecommerce functionality for online purchases.<br><br>Home Depot’s strategy is simple. With limited competition, they are seeking to grab a large share of the ever-expanding Hispanic market. Here are some quick statistics featured in the article:<ul><li>1/4 of Hispanics must be served in Spanish if retailers want their business<br><br><li>7.1 million online shoppers prefer Spanish<br><br><li>Hispanic online shoppers will exceed 17 million by 2011<br><br><li>Hispanic consumers surveyed by Home Depot said they prefer shopping in Spanish even if they are bilingual<br><br><li>Best Buy surveys have determined that customer satisfaction rates are higher on their Spanish-language Web site than on the English-language site. Also, customers spend more time on the Spanish site</ul>http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=6Thu, 04 Dec 2008 16:43:01 GMTLast week <A HREF="http://adage.com/hispanic/article?article_id=132521" target=”_blank”>Adage</A> reported on an Association of National Advertisers survey of its members this past August.<P> <P> Of those surveyed:<P> <P> -95% said that they target Hispanics (up 86% since a previous 2003 survey)<P> <P> -45% said they were satisfied with the results of their multicultural initiatives<P> <P> -55% said that they prefer to use a multicultural agency for their creative work.<P> <P> In fact, satisfaction scores indicated that they are much happier with their multicultural agencies than those who rely on their general-market agency of record for multicultural work.<P> <P> Let’s consider why that would be so. We use a phrase within CreataVivendi and within the industry: aculturalization. As you consider your own multicultural efforts, consider if you are really targeting the Hispanic segment – or any other segment – or are you simply translating your general market advertising into the Spanish language.<P> <P> If your answer is the latter, then you are missing a HUGE opportunity.<P> <P> At CreataVivendi, aculturalization is not just about bringing the Hispanic consumer into the general market, which is often the strategy of general market agencies. It is truly about understanding the motivations, desires, and needs of this segment and demonstrating that through marketing strategies whereby you create an emotional connection with the Hispanic consumer – any consumer really.<P> <P> We find that emotional connection can be best accomplished by mapping an engagement strategy that builds deeper relationships with the targeted audience advancing the brand relationship.<P> <P> What have been your experiences in targeting multicultural markets?<P> <P> http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=5Fri, 21 Nov 2008 11:51:36 GMTIn the United States, there has been recent attention turned to the issue of executive compensation for corporate CEOs. With their inflated bonus structures and golden parachutes, stakeholders have now thrown up their hands in frustration demanding that “business as usual” should no longer be tolerated.<P> <P> The same type of frustration has been brewing these past few years in the marketing industry due to its own compensation system. Clients are becoming wary of commission fees and agency markup percentages – methods that date back to an earlier time in advertising, the likes of which you may have witnessed on AMC’s popular television series “Mad Men” (amctv.com/madmen). These are pricing models that do very little to deliver value to clients, but do a great deal to add padding to agency revenue systems to pay for their complex, heavy organizational structures.<P> <P>Ironically, traditional agencies will counsel advertisers on brand pricing models that communicate positioning and value – yet they do not follow their own best practices when caring for their own *consumer* relationships. The problem – much like CEO compensation on Wall Street – is that when you don’t know what you are paying for – how do you really know if your agent is acting in your best interest?<P> <P> At CreataVivendi, we’ve also said enough to the status quo! Ours is the business model of today and beyond: flat, nimble, and networked. And, our mission is to create value for our partners - and we believe that the foundation of creating that value is transparency –no hidden fees or charges that you don’t understand. We are also committed to a nimble, elastic structure – no large production staff waiting for your budget to fill their billable hours.<P> <P>What does this mean for you? It means that CreataVivendi will deliver programs that are the best possible approach for you, and it will NOT mean that we deliver recommendations designed to merely fill our existing staffing needs.<P> <P> CreataVivendi was launched with the idea of breaking the status quo in the way that clients have been traditionally served by the marketing industry. We live to create value – not only in the programs that we develop to connect your audience with the heart of your brand, but to create value within the very heart of the relationship that we develop with you. If you could design your ideal compensation model with your agency – what would it look like? http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=4Tue, 14 Oct 2008 10:04:51 GMTNot unlike the economic situation of many of our clients, we are re-evaluating the current state of our business to determine where new opportunities will be found. In today’s global economy, companies risk their future if they maintain a parochial view of the market. If a company is going to grow and expand, it is increasingly important to identify areas of the global market that are currently being underserved. We believe that we have determined the right answer.<br><br>For the last several months, VIP has been undergoing a transition to re-engineer and re-launch the company. We have added staff to our digital department to address the increasing demand for our technology expertise. But our most exciting development is the addition of global multicultural marketing expertise. Since late 2007, we have been adding staff to allow us to expand our service offerings for companies seeking to market to the $900 billion US Hispanic market, as well as to emerging markets in Central and South America. Far more than the simple translation of Web site content to Spanish, successful entry into these markets requires strategy and an extensive knowledge of the culture.<br><br>We’ve determined this new business strategy and service addition to be so extensive that we have decided to undergo a complete identity change. Effective Monday, July 14, we will become CreataVivendi (pronounced Kree ah tah Viv en dee). Loosely translated, CreataVivendi means “creative life” and it is the origin of our new tagline “to create and living for it.”<br><br>While our name is changing, our ownership by Randy Schrum and the staff that you’ve come to know over these many years remain unchanged, though we have added many new faces. Also, all current and proposed projects will be unaffected by the change. At the heart of CreataVivendi are the values that Randy used to establish the company more than 12 years ago…exceptional quality and service. They continue to be as important now as they were back then.<br><br>In the weeks and months ahead we will be expanding our Web site to include more information. We will also use the blog for frequent discussions related to the market. In the meantime, feel free to contact us. We may not be right for everyone, but we may be right for you.<br><br>http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=3Mon, 14 Jul 2008 10:56:47 GMT<img src="/Images/Blog/Posts/crvivLogo.jpg" alt="CreataVivendi Logo" align="left" style="padding-right: 10px;"/>Loosely translated, “CreataVivendi” means “creative life” and it is the basis for our tagline: “to create and living for it”. We see this as an all-encompassing statement for our entire company. While some may assume that we are only referring to the artistic process of creative design, it also includes the technology and strategy solutions we “create” for our clients.<br><br>Why a hummingbird icon? So small, yet so active, the hummingbird appears tireless in its pursuits. As the only bird that can fly backwards, it reminds us that a step back to review a situation can sometimes be the most effective way to move forward. The hummingbird icon represents the absolute best parts of what CreataVivendi will mean to our clients…agile, nimble and responsive. Our small size allows for personal service and dedication unmatched by larger companies. <br><br>The design of the hummingbird icon is consciously abstract to symbolize that not all things are as they appear. We know that solutions for our clients will frequently be found beyond the obvious. But once identified, they appear quite visible. By using our experience and talent to explore beyond the obvious, we will uncover opportunities for our clients where they may have thought none existed. <br><br>The colors of the hummingbird have their own significance.<ul><li>Green indicates the dedication to our client’s growth and it is the color represented most prominently in our logo. </li><li>Red symbolizes the passion we have for the job we do every day for our clients.</li><li>Blue represents cold, hard facts. Now more than ever, the success or failure of a marketing expenditure is judged by measurable results...the facts. Our ability to achieve these results is the reason we have featured it in our logo. </li><li>Yellow signifies optimism, happiness and the promise of a bright future. Not only for our clients, but for us as well.</li><li>The outline, while it may appear to be black, is actually dark blue. Look again and you’ll see. Why choose a color so close as to appear to be black, but isn’t? Because subtle differences and attention to detail matter in everything we do. We know that getting even the smallest detail right forges loyal client relationships. That’s our commitment.</li> </ul>http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=2Mon, 14 Jul 2008 10:55:39 GMTAs news of our entry into the multicultural market has come up in discussion with current and prospective clients, the initial reaction has been understandably mixed. While some are aware of the opportunity that the market offers, others are bewildered by our decision. Further discussion with each group yields some interesting insight with regard to awareness of the potential market.<br><br>The group that is aware of the multicultural market has an automatic assumption that this means international sale and distribution to Central and South America. But they overlook the $900 billion existing multicultural market in the US that is estimated to grow to $1.2 trillion by 2010.<br><br>The group initially bewildered by our decision to enter the multicultural market completely changed their opinion once they understood the significance of the opportunity, both in the US and internationally.<br><br>Both groups contain smart, sophisticated business people, but lack of knowledge of the multicultural market resulted in a narrow view of the opportunity, and understandably so. Through client education we will assist our clients identify opportunities and avoid risks.<br><br>Too often a general market strategy is applied to the Hispanic market with no more than a Spanish translation. Little effort or thought is put into understanding how this audience will receive it. While terms such as “Latin America” or “Latinas” or “Mexicans” are used to describe this broad audience, differences in national heritage, culture and even language make this simplistic description perilous. Knowledge of the different countries and their culture is imperative to avoid risks.http://www.creatavivendi.com/Blog/BlogEntry.aspx?iBlogID=1Mon, 14 Jul 2008 10:51:22 GMT