talk

Ok, first let me give credit where credit is due: My 67 year old, conservative yet media savvy mother sent me this link.

It leads to a hub for disillusioned yet Americans in search for a new road map to follow.  Its main attraction is a well produced music video that puts its finger on the pulse of an American Population lost with within the tumult and turmoil that for better or for worse has turned our economy upside down. The premise that “I played by the rules and then the rules changed” is a valid one, if not the most empowering one. Perhaps in this new economy it’s not enough to simply play by the rules of the game, but we must also be prepared to see where the game is going and be prepared for changes. In a way, it’s a kind of therapeutic tool that builds community off of shared stories of personal sorrows. I think ultimately it will be an important part of our American history to chronic these stories of what the average American went through in the depression of 2009.
Its got a catchy tune as well.

http://www.bornagainamerican.org/

Experience leads to understanding.
Understanding leads to insights that can’t be learned in a seminar or from a book.
There is much talk these days about how the insight gained from ones colored life experience, adds to the understanding of a multicultural society.
I speak candidly of the discussion surrounding Judicial Nominee Sonya Sotomayor who enjoys a quick wit, a sharp mind and an honest tongue; all traits praised in Caribbean culture. It is ironic how her ethnicity not only influences her perception; it may be misleading how she is perceived, especially by those who do not understand her culture. The fact that she is so misunderstood gives credence to the argument that there is a large segment of the population that just “doesn’t get” multicultural.
The funny thing is that Sotomayor’s perfect English her credentials and her judges trappings leads this segment assume she should behave according to the protocol for women of their ethnic backgrounds, a stark contrast to the ones she grew up with. Aside from being female, Sotomayor might have little in common with a demure southern belle, or a housewife in the Hamptons.

One’s life experience for better or worse will always inform ones perception.
This only becomes a liability when one is not in touch with this fact, and assumes that everyone should share his point of view.
I think it’s noteworthy to be able to admit that our experience, ethnicity, religious upbringing, and our gender influence our perspective.  We do our best to look beyond that as necessary especially when trying to understand others, and leverage it when the time is right. Often enough this honest acknowledgement of our own colored lenses gives us extra motivation to get to know how others tick. It is this honest search that is to be valued in marketing as well as on the judicial bench. Taking no opinions for granted, making no assumptions, we are best armed to search for truth.

America’s Needle has Permanently Shifted.

We are not the United States of 15 years ago, and never has this been more apparent than in the election of our new president. Barack Hussien Obama represents everything that is different about our new America from the inside out. Younger than most of his predecessors , half black, half white, raised between Hawaii, Kansas and Indonesia - his complete profile could not be more different that those of Presidents past. His election and his cabinet nominees send a clear message for brand managers across the nation. Today’s mainstream market has fundamentally changed. It looks, thinks, and responds in a way that is completely new. This has been extremely hard for most traditional marketers to grapple with; and though it has led to much speculation, few have managed to plan and capitalize on this new American psychology. Those that have such as Obama, Nike, Apple, and others continue to reap enormous benefits.

It’s safe to say that the speed at which technology and media have been evolving have made us a more informed people with easy access to information in our language from around the world. The gadgets and widgets that keep us plugged in have made us avid yet selective (and  often critical) consumers of information. It has also made us a more empowered consumer, as platforms such as cnet, amazon, youtube, google groups, social networking sites and others allow us to complement or criticize brands and products as we see fit. With one click we can spread the word good or bad whether companies like it or not.

At the same time, immigration and globalization have changed our inner composition as a country and our exposure to other cultures abroad. With the entry of so many peoples from Latin America and Asia the apple pie of America has slowly evolved into more of an exotic fruit salad; richer in color and taste. As a people, Americans have a more global sense of self; what used to be patriotism to country alone has evolved into a loyalty to planet, and the world as a whole. This is what is causing the great leftward shift that has our conservative republican party flustered. Country First is not as relevant as People and Planet First.

continue reading “The Needle has Shifted”

Media Nerd is a native New Yorker and grew up among people of many different ethnicities. All the immigrant groups that contributed to the Boom generation had a very different experience from today’s Hispanic immigrant; to think that the Hispanic immigrant will behave the same way is to misjudge the current environment and mood. Becoming “American” doesn’t mean abandoning where you came from. The world has gotten smaller thanks to major improvements in communication and mass media technologies, so a large immigrant group will retain its native language. Hispanics are also rightfully proud of their heritage and this must be respected in your advertising efforts.

So Media Nerd invites you to have a margarita or a mojito while pondering the following:

1. Hispanic media availability and use is very different from general market. Television is by far the primary reach medium, so you must do this one correctly. You can’t replace it with anything else.
2. It’s not enough to translate your existing TV or radio spots into Spanish; they need to be culturally relevant. There are core values common to most Hispanic groups, but there are many vernacular nuances. You need a Hispanic ad agency with an ethnically diverse staff to provide their expertise in this area.
3. Just as language and media choice will affect your effectiveness, so will timing. If you discover that your Hispanic sales peak differently from your general market sales, your agency should be flighting your media buys accordingly. Launching everything simultaneously will make no sense if Hispanics start and finish their Christmas shopping earlier.
4. If you need to do local efforts, keep in mind that all markets are not created equal. Los Angeles and Chicago are primarily Mexican, New York and Miami are primarily Caribbean, Miami is more Spanish-dominant while New York is more bilingual; all of these factors affect the local media landscape and the users’ media habits.
5. Spanish-language newspapers are not likely to have a lot of reader duplication, so if your agency recommends 5 of them in a mid-sized to large market, that’s because you will need all five to reach the market.

As they say in novelas, “No te preocupes.”* A good Hispanic agency will be your strongest ally and best friend in capturing the hearts and minds of this market.

*Don’t worry.

By now I’m sure we’ve all heard of the Swine Flu epidemic which has been creating media frenzy for the past 2 weeks. IF you have not heard of it, frankly I’m a little concerned for you, and not because of the threat Swine Flu poses. In light of the current outbreak I have been stocking up on Purell these days but that is as far as my preventative measures have taken me. However, others are taking it to a bit more extreme measures… I give you the Flu Fashion Respirator Mask! They look like the surgical masks you would find in a drug store just wrapped in “stylish” fabric. The collection includes bandana prints, tie dye and of course what line would be complete without animal prints?! I haven’t been fortunate enough to see anyone sporting these on the streets of NYC yet but I’m sure it’s only a matter of time!

America is at its most multicultural when it is in the kitchen and the dining room. What we eat is a product of both our immigrant backgrounds as well as a more global and connected world.  Instead of a melting pot, we now have a delicious tossed salad with a multitude of options for dressings. Latino culture, with its growing influence, is part of this dining revolution. This Latino boom is driven by both mainstream interest in all things Latin, as well as a stronger interest by Latinos of all levels of acculturation to go back to their roots. This creates an opportunity for grocery stores and super-markets to develop in-culture experiences that will appeal Latinos and non-Latinos alike.

Creating an in-culture experience begins by knowing your local consumer base. You should invest in research to learn about the Hispanics in your sales area. Two of the key areas to look at are the nationalities and levels of acculturation represented. The nationality is key as it determines what types of food and products they’ll embrace. The level of assimilation is another key element that will influence the experience and products they seek. Those less assimilated to American culture, usually Spanish dominant, will be more attracted to products and experiences from back home.

Once you have a sense of the size and make-up of the population you’ll be in a better position to determine what type of experience to create. You should spend time with the consumer to find out more about the products and brands they want, but more importantly about the role of food in their lives as it will be these insights that will allow you to establish a true dialogue.

Any Hispanic grocery program should start with understanding that food is one of the cornerstones of Hispanic culture. As a result going to the supermarket, for instance, is a family experience where everyone plays a role. The dining experience is equally participatory, with multiple generations sharing a dinner table, as well as recipes. This applies to special occasions.

Given the central role of food in culture, the super market can play a strong bonding role with your Hispanic consumer. This is why bodegas are so popular both in Latin America and in U.S. Hispanic markets. They are meeting places to obtain not only the most fresh produce and products, but also where they connect with their communities.

This is one of the biggest lessons for American super-markets as they speak to Latinos, how to create this experience of trust. And this is more than just the product, this is about having the right staff who can speak the language. It’s also about creating events and having communications that speak to these insights. And with close to $1 trillion in purchasing power, and growing, that is a recipe American super-markets cannot afford to miss.

The $1 trillion Hispanic Opportunity for Restaurants

QSR spells family for the Hispanic market. A time to enjoy with others and share a meal with great taste and value. QSR’s provide an affordable indulgence for most Hispanic families. Hispanics overindex in going out to eat. Some dynamics that drive this behavior are the need to socialize and be out about town. Another driver is the desire to spend time with friends and family. Hispanics are more likely to travel in groups for sociability and qsr’s provide a convenient location to bring everyone together.

While Hispanics may get out more and be more likely to spend money at a qsr, they cannot be taken for granted. Taste is an important indicator which they will not sacrifice. So in essence it’s not only venue but an entire qsr experience that drives business with this consumer segment. A positive and holistic experience might include a family value meal that tastes great in an environment that is friendly, well lit and provides a variety of choices for their palette.

As an example, McDonald’s does a great job of creating a positive experience for this consumer set. It advertises in English and Spanish, it is aspirational, provides great tasting, high value meals in an environment that is cheerful and has a playground in some locations for the kids. This invitation to the consumer to engage is appealing across the board. Other QSR’s should learn something from this strategy to effectively communicate and engage with Hispanics.

turbulence from filmatika on Vimeo.

My flight from Tulsa to NYC.
Enjoy your flight… view full screen and with headphones. -ac.

Consumers perception of going green has risen and fallen faster than the stock market these days. Companies and consumers alike have experienced this roller coaster of a ride as our economy went from boom to bust. Going green was a way for corporations to flex their social responsibility muscles and for consumers to feel empowered by the green products they consumed daily. We’re all playing our role in conserving mother nature…

It seems like healthy food, hybrid cars and energy efficiency have become a thing of the past before they even hit the mainstream. The economic crisis has changed everything! Going green is no longer as important as stretching the almighty dollar; value is where it’s at. We see the shift happening everywhere as the Costco’s, Wal-mart’s and Target’s of the world have become the brands of choice for everything from groceries to fashion. Let’s not even peak into the grocery aisles of our favorite grocery stores, where private labels have increased market share in a way that they could never have imagined.

The days of making emotional purchases are long gone. Kiss the designer duds good-bye and while your at don’t even bother looking at the menu at that 5-star restaurant. We’re shopping at Target and grabbing a value meal at McD’s. This is not far from the truth as the most successful corporations have adopted a value proposition that is more in line with the current economic times.

The yellow brick road towards value has clearly been laid and it is the new reality as we embrace more responsible ways of managing our finances. A little savings anybody!? Let’s pray this is a cyclical trend and the boom is on the horizon.

New grads have it tougher now than those in years passed considering they are often up against their industries experienced and well-established professionals. Another contributing factor making their search more difficult is that there are simply less jobs since fewer companies are actively hiring.

Job placement expectations for the Class of 2009 have dramatically decreased compared to those of the 2008 graduating class. In fact, companies are forecasting to hire 22 percent less graduates this year than they did last year. During the spring recruiting session alone, over 20 percent of employers were not expecting to be hiring at all.

As for those graduates fortunate enough to secure a new position they face still another obstacle. Salaries have flattened. This year, graduates holding a bachelor degree are bringing in just about $50 more per year on average when compared to the class of 2008.

It is interesting to note, however, that college recruiting is still a very valuable resource to employers searching for new-hires to fill entry-level positions; despite the overall decline in job opportunities. 44 percent of entry-level positions were filled by college recruits in 2008 which was up 9 percent from the year before. Having said that, grads remain fairly optimistic in the face of our nation’s economic outlook. 53 percent of respondents polled stated that they were confident they would be employed within three months of graduation.

Just because finding a job is more difficult in the current market, it does not mean it’s impossible. Those that take advantage of internships will be at an advantage for sure. There are some experiences that can not be taught, even at the best College or University. It’s these “real-world” experiences that can sometimes make all the difference in securing a new position. Grads should leave their comfort zone and accept that they will have to do jobs/tasks that they really don’t want to. And those that consider it a stepping stone will have nothing to loose and everything to gain.

Innovative thinkers will also be prime candidates to receive job offers. And who has newer, fresher ideas than those new to the field? Recent grads aren’t yet “set in their ways” as some experienced professionals may be. They are more easily adaptable and open to change, because after all, everything is new to them. They have taken the best of what their mentors, professors and peers have offered them. It is through this exchange of ideas they mold their own style.

Although there are definitely less job opportunities within the current market and the search will be difficult to say the least, recent grads should remain positive. They are the future leaders of their fields and employers that understand and respect that will be all the better for it.