Celebrating Hispanic Heritage Month September 15 through October 15
With Hispanic Heritage Month in full swing, it's a good time to point out some facts on the Hispanic market and best practices to use when targeting this expanding, evolving market.
The Hispanic market continues to explode….
- As of 2013, Hispanics make up 17% of the U.S. population, totaling 54 million.
- More than half of the total population in California, Florida and Texas is Hispanic.
- In 22 states, Hispanics are the largest minority group.
- In 17 states, 20% of the public school kindergarten population is Hispanic, up from 8 states in 2000.
Targeting the Hispanic market through direct response television, or any other medium for that matter, should be considered culturally, not on language alone. But language is incredibly important for obvious reasons. The choice of language to use in a commercial and for media placements will largely depend on the target demographic of the audience – Millennials? First-generation? Second- or third-generation? Most Hispanics still prefer to speak Spanish in the home and consume their media that way as well, even if outside the home English is spoken more often.
Best practices for advertising to the Hispanic market:
Speak The Language
- Spanish-speaking/bilingual telemarketing agents are key. Hispanics will feel more at ease sharing their information and ordering. Live agents are more successful in conversion vs. IVR’s.
- Hispanics like ads 51% more if viewed in Spanish vs. English.
- Hiring Spanish-speaking talent to deliver the script resonates 30% better with Hispanics.
Embrace The Culture
- Cultural fluency is even more important than language. Take the time to understand who they are and what they represent: family, music, food, religion; media that reflects the roots, country of origin, community, values and aspirations.
- Hispanics are sustaining their culture rather than assimilating:
- 9 out of 10 Hispanic parents and parents-to-be want their children to be able to speak Spanish, even though they also want them to be fluent in English.
- There are more than 100 Hispanic-focused broadcast and cable networks today – proof the Hispanic culture is here to stay and continuing to grow.
- Hispanic adults say they want to be more Latino (31%) or bicultural (60%) than they are now, they like telling people from other cultures about Hispanics (75%), and they speak to their closest friend in Spanish (51%) or both English and Spanish (24%).
If you’re not considering a Hispanic component to your advertising, you're missing a big opportunity. There's never been a better time to tap into this vibrant culture and rapidly expanding market.
Get more interesting facts on the Hispanic audience here.
Beth Fritz is VP/Associate Media Group Director at Eicoff, one of North America's largest DRTV agencies.
Eicoff recently helped partner Quicken Loans with the Travel Channel to create a custom “30-Second Escape” to showcase the new Detroit and help rebuild the Motor City.
Check it out below!
By: Dana Dziekan
The weather outside might have been gloomy, but it was a sunny afternoon inside at Eicoff's “Can Do” Volunteer Corp’s Ice Cream Social benefitting Cardz for Kidz.
Armed with paper, markers, stickers, googly eyes, and lots of imagination, Eicoffers created handmade cards for hospitalized children to remind them they are truly special.
In the words of Delia Farrell, VP Management Supervisor, it was “the greatest work day ever!”
The ice cream slowly melted as everyone became absorbed with writing messages, drawing pictures and placing stickers, hoping to put a smile on a child’s face. In the end, our gallery was filled with 138 amazing cards displaying fun designs, jokes and encouragements. Special thanks to Eicoff's “Can Do” Volunteer Corp for making this event such a big success.
If you’d like to know more about Cardz for Kidz, check them out at cardzforkidz.org or visit their Facebook page.
No matter what the media channel, effective advertising begins with solid research and intelligent insight. Our long-time client Jelmar, the makers of CLR, recently commissioned a study to discover our dirtiest cleaning secrets. The findings are not only useful; they’re funny because they’re familiar to us all.
New CLR® Study Finds One-Third of Americans Consider Themselves "Cleaning Fanatics" and More than Half Find Cleaning Therapeutic
Obsessed with cleaning? If so, you are not alone. According to a new survey commissioned by CLR (www.jelmar.com), one-third of Americans consider themselves to be cleaning fanatics with the average American spending almost five hours a week cleaning and mothers with children under eight years old spending an average of nine hours a week cleaning. Additionally, more than half of Americans (52 percent) consider cleaning to be therapeutic.
The "CLR Cleaning Confessions" survey was conducted by TNS to examine the cleaning habits and pet peeves of U.S. adults as well as how the larger topic of cleanliness affects their behavior. Beginning with the flagship calcium, lime and rust remover (CLR) and expanding to include a Mold & Mildew remover and Stain Magnet stain remover, the CLR family of products has helped solve people's toughest cleaning problems for more than 20 years.
"Of course we love to hear that people enjoy cleaning, but I'm sure there are many things they would rather be doing than scrubbing their bathroom or kitchen," said Alison Gutterman, president of Jelmar. "We want to make the time people are spending cleaning as easy and effective as possible, so they are always ready for the unexpected guest, or have more time to spend with their family or even just spend more time treating themselves. This is why we continue to focus on making products that are easy to use and get the job done the first time."
Additional survey highlights include:
- Confessions of a Cleaning Fanatic: Half of parents with younger kids consider themselves cleaning fanatics and many Americans avoid socializing when homes are dirty.
- More than six in ten Americans (63 percent) are triggered to clean their homes when friends, family or significant others visit and over one-quarter (29 percent) of Americans have avoided having people over because their homes are too dirty.
- One-third of Americans (33 percent) have avoided visiting a friend or family member's home because it is too dirty.
- Bathrooms Considered "The Dirtiest": Americans consider the bathroom to be the dirtiest room in the home, but do not clean it as frequently as other rooms.
- One out of three Americans (35 percent) admit that their bathroom is the dirtiest room in their home, and one in five Americans (19 percent) only clean their bathrooms once a month.
- More than half of Americans (55 percent) consider a dirty bathroom to be one of their biggest pet peeves when visiting other people's homes. Strong odors, dirty dishes, overflowing garbage and clutter were other common pet peeves.
- Cleaning Trigger Points: When asked about what motivates them to clean, the majority of Americans said seeing dust and clutter gets them to get moving.
- Additional triggers motivating Americans to clean include: feeling sticky, dirty surfaces (64 percent), seeing stains or residue on surfaces (62 percent), smelling unpleasant odors (52 percent) and seeing mold or mildew on surfaces (39 percent).
- Outside the Home: Americans are also focused on cleanliness outside of their home. When asked about additional cleaning pet peeves:
- Half of Americans admit to flushing the toilet with their feet.
- Four out of ten Americans (42 percent) use paper towel to open public doors.
- Over one-quarter of Americans wipe down silverware at restaurants and surfaces in hotel rooms.
The CLR survey was conducted using the online omnibus services of TNS from May 29 – 31, 2014 among a nationally representative sample of 2,500 Americans 18 years of age or older (balanced to census). The margin of error for total Americans 18+ is ±1.9 percent. If the study were replicated, the findings would not vary by more than 1.9 percentage points in either direction 95 times out of 100.
ABOUT JELMAR, LLC:
JELMAR is a leading manufacturer of a broad range of household cleaning products, including CLR® and Tarn-X® brands of cleaners. Flagship CLR products include CLR Calcium, Lime and Rust Remover, CLR Bath & Kitchen Cleaner and CLR Septic Treatment and Drain Care. With its unique formula, the CLR brand gets the cleaning job done in virtually every area of the home. New products recently introduced include CLR Mold & Mildew Remover and CLR Stain Magnet, designed with the modern kitchen in mind. For more information visit http://www.jelmar.com.
Photo - http://photos.prnewswire.com/prnh/20140716/127805
SOURCE Jelmar, Inc.
This year’s Eicoff Summer Picnic was held just two days before the annual Chicago Air & Water Show. The timing couldn’t have been better. Over 350 Eicoff employees, families and vendors from the advertising sales community gathered on Navy Pier’s Rooftop Terrace for a sun-drenched afternoon full of food, drinks, games and the roar of the Blue Angels. Thanks to everyone who came out to celebrate summer with Eicoff. Check out the video for highlights.
All hands on deck – the event of the summer is just ahead! The 24th Annual Judd Goldman Adaptive Sailing Foundation, Independence Gala will be held at the Shedd Aquarium on Friday, August 1st. All proceeds support a learn-to-sail program for the physically disabled.
Peter Goldman, President of Chicago company Reed-Union Corporation, has partnered with Eicoff for over 40 years. Peter and his family founded the Judd Goldman Adaptive Sailing Foundation in 1990 in memory of his father, Justin “Judd” Goldman, and his love for sailing. The program has grown throughout the years, and today, the adaptive sailing program consists of 20 boats specifically designed for the physically disabled. Over 1,000 participants experience the joy and independence of sailing each year.
Stefan Holt, NBC 5 Chicago Today Show co-host, will be your Master of Ceremonies throughout the night’s festivities. Enjoy a cocktail hour with hors d’oeuvres, followed by a candlelight dinner. Throughout the night, participate in the Silent Auction and Raffle with exclusive prizes including, an exciting vacation to New Orleans, Puerto Vallarta, or London, England. One lucky winner will escape the Chicago winter with a holiday in the British Virgin Islands.
To buy tickets, make a contribution, or for information on volunteer opportunities, visit the JGASF website.
by Lauren Farris, Beth Fritz and Shelby Meadows
The Importance of Reaching the Fastest Growing Consumer Group in the Country
Forget football, it's futbol! The 2014 World Cup not only broke TV ratings records but also shattered social media records. With 35.6 million tweets during the Brazil vs. Germany semi-final match, it surpassed the number of Super Bowl 2014 tweets by a staggering 10 million.
For major brand advertisers, the World Cup following was no surprise. They have been targeting the lucrative Hispanic market since the 2010 U.S. Census revealed the changing landscape of the U.S. population. Today, it’s no secret that Hispanics comprise the fastest growing consumer group in the country. For those not in the know, the Hispanic population increased by 15.2 million between 2000 and 2010 and accounted for more than half of the total U.S. population increase of 27.3 million. Additionally, between 2000 and 2010, the Hispanic population grew by 43 percent, or four times the nation's 9.7 percent growth rate. And it doesn’t stop there….
However, what remains a surprise, and a very large one at that, is the number of direct response advertisers who do not invest in this powerhouse demographic. The Hispanic direct response marketplace is rapidly growing and is increasingly more responsive than the general market. Yet there remains a reluctance to dive in and implement strategies to reach this game-changing demo. Are you advertising to the one key demo that will grow your business more quickly than the competition may even believe possible? If not, the time to get into the game is NOW.
Y’know that feeling you get in theatres when they show 16 previews in a row? Restless everything syndrome? You’re probably feeling it during your favorite programs.
You’re not alone. According to Nielsen, the time allotted for TV commercials is on the rise.
And not just more time, more 15-second spots. In 2009, 15-second spots accounted for 35% of all ads on TV. In 2013, they’re on 44% of the time.
So how does a client cut through a messy little pod of 5, 6 or even 8 commercials? One way is longer spots: one and two-minute commercials. Something Direct Response TV (DRTV) does very well.
Do the math. A two-minute spot takes up a whole lot more real estate. Fewer commercials mean your spot has a far better chance of standing out. A two-minute spot might even own the entire commercial break.
Not to mention the benefits of longer format spots – compelling presentation of your product or service, more information and detail, and the ability to measure calls, orders or visits to your website.
An efficiently produced, smartly placed two-minute spot can break through the clutter and add some serious muscle to your marketing mix.
Gary Lande is VP/Creative Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.
Eicoff returned to City Farm for it's second year supporting Chicago's “City in a Garden." The urban-farming initiative transforms vacant land into productive farmland, which translates into jobs, green space and fresh produce for the city.
We learned about the new beekeeping efforts and how Chicago restaurants like Alinea, Frontera Grill, the Signature Room and many more partner with City Farm to bring fresh, organic produce to patrons.
Despite the threat of rain, Eicoff stepped up it's efforts this year with double the volunteers. The many rows of carrots and lettuce are now free and clear of weeds thanks to the team.
Being in the DRTV media industry gives me a unique perspective when people start discussing commercials they enjoyed seeing on television.
Many times they say how funny or clever a commercial was. And I always ask, "what was the product being advertised?"
Nine out of ten times I get blank, thinking stares. Then they’ll say, " I don’t remember, but I think it was for some company…”
That just kills me. It hurts every bone in my body.
Some client paid good money for that commercial. They paid good money for the media placement. And the outcome is they entertained viewers. And that was about it.
Cue the age-old debate: how much steak and how much sizzle? The “sizzlers” argue entertainment sells; you feel good about the product, you’re more likely to buy. The “steakers” believe information is king. Tell ‘em, tell ‘em and tell ‘em again.
Can’t we all just get along?
Obviously, advertising clutter is the norm and eyeballs are being assaulted and fought over at every turn. So yes, you have to cut through and engage. Big time.
But you can never forget the importance of effective, efficient communication.
It comes down to finding the balance between entertaining and selling. At the end of the day, viewers need to know what the product is, the benefits they offer, and what they can do to buy it – call, go online, go to the store, etc. If your commercial isn’t making these key points clear to your target, why run it at all?
Ken Houdek is a SVP/Associate Media Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.