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Language, Cultural Barriers Are Becoming Irrelevant in Marketing to U.S. Latino Segment - Multichannel News
December 5, 2011. By Laura Martinez.
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AD INVESTMENT: Selling ads like “bread out of the oven” might be on everybody’s mind, but Hispanic ad agencies want it to make it top of mind. A recent survey by the Association of Hispanic Advertising Agencies claims marketers who spend heavily on Hispanic media are seeing their revenue grow faster than those who don’t. According to the study, those advertisers who spend 14.2% (the percentage of Hispanic adults) or more of their advertising budgets to target Hispanics have seen their top line revenue grow in the past five years.
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Increased Spending on Hispanic Ads Boosts Marketers' Revenue, AHAA Survey Says - Advertising Age
October 14, 2011. – Marketers who spend heavily on Hispanic media are seeing their revenue grow faster than those that don’t, according to a new analysis by the Association of Hispanic Advertising Agencies. For advertisers who allocated 14.2%–the percentage of adults who are Hispanic in the U.S.—or more of their ad budgets to Hispanic marketing, that Hispanic allocation explains about half of the variance in their revenue growth over the last five years, the study found (www.ahaa.org).
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Why Do Elephants Put their Heads in the Sand? - Hispanically Speaking News
January 7, 2012 by Americas Voice Online. As Republicans continue to embrace hard-right positions on immigration, the Party is distancing itself not only from the legacy of Ronald Reagan and other past Republican leaders, but also from Latino voters in numerous states that are shaping up to be key 2012 battlegrounds.
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Immigration Now a Top Concern Among Latinos, Poll Shows - Los Angeles Times
July 14, 2010 by Teresa Watanabe. A nationwide survey of Latinos indicates that the issue now ranks with the economy as the most important. The tough new Arizona law is believed to have triggered the shift.
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Hispanic Ad Investments Drive Revenue - Hispanic Market Weekly
October 12, 2011. Hispanic Ad Dollars = Increased Revenue.- Dollars invested in targeting Hispanic consumers through Latino media directly impact company’s bottom line, according to the findings of the Association of Hispanic Advertising’s (AHAA) latest Hispanic Allocation Study.
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The Republican Party's Nativist Shift - The Guardian
February 12, 2011. The Guardian by Daniel Denvir.- Judging by CPAC’s anti-immigrant consensus, conservatives are willing to take the huge risk of alienating Latino voters. It’s true. Latinos are neither a homogeneous community nor single-issue voters. But they are far more united today than they were 10 years ago; Latino voters are increasingly turned off by a Republican party they find intolerant and unwelcoming. Fresh off resounding victories in the mid-term elections, Republicans were thrilled to read the outcome of the most recent census: 12 seats shifted, largely from the Democratic Rust Belt to the Republican strongholds of the Sun Belt.
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Study Finds Hispanic Advertising Allocations Equate to Corporate Revenue Growth - TD Waterhouse
McLean, VA and Miami, October 12, 2011 – The Association of Hispanic Advertising Agencies released its 2010 Report on Hispanic Advertising Spending, which revealed that there is a connection between consistent and significant investment allocations of more than 14.2 percent in Hispanic marketing and high levels of overall topline revenue growth. The report also shows strong 2010 recovery in Hispanic ad spending across the top 500 advertisers — reversing a two-year slowdown, increasing the aggregate Hispanic ad spend by 14 percent over 2009 levels to $4.3 billion in Hispanic media. Santiago Solutions Group developed and executed the study.
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MLS Urged To Immerse Itself In Hispanic Communities During League's Partner Summit - Sport Business Journal
July 27, 2011. Carlos Santiago, President of the Hispanic marketing consultancy firm Santiago Solutions Group, told attendees at the MLS partner summit yesterday that the league and its partners should immerse themselves in the local Hispanic communities in order to engage Spanish-speaking fans.
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Latinos Galvanized by Arizona Immigration Law - Los Angeles Times & others
July 14, 2010 – Hispanic Federation and LULAC report shows that Arizona’s SB 1070 immigration law has energized Latinos in support of fair, comprehensive federal immigration reform.
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Translating Hispanic Marketing into Shareholder Value - Contacto Business News
With shareholders demanding higher and better returns, companies are examining all facets of their strategy to see what delivers. A new study released by Santiago Solutions Group (SSG), found that companies might want to take a harder look at their Hispanic marketing strategy to see how it translates into bottom-line profitability.
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Antihomophobia, Santiago Solutions Group Campaign - GLAAD
October 5, 2011. “La Homofobia Tiene Muchas Caras/Homophobia Has Many Faces.” If you’re the kind of person who fast-forwards past the commercials, then you’d probably miss the whole point of GLAAD’s Amplifier Awards. The third-annual ceremony, held last night at Manhattan’s Altman Room, recognizes print and online advertising and marketing that presents fair and accurate representations of the LGBT community.
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With Election Looming, Three Polls Confirm Immigration Tops Latino Voter Concerns - America's Voice
August 10, 2010. Three recent polls of Latino voters show how the current immigration debate—including the national attention to Arizona’s anti-immigrant law—has dramatically influenced Latino voters’ view of political candidates, as well as their propensity to vote in November.
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Cautious Optimism for Latino Businesses, Entrepreneurs - Northern Colorado Business Report
July 28, 2011. Norther Colorado Business Report by Ana Arias.- The Great Recession hit wage earners across the board, some more than others. A nationwide survey of 600 Latinos conducted in 2009 by LatinoMetrics revealed that half of Latino families were bringing in less income than the previous year, with one in three making the same money and only one in seven making more greenbacks. Survey data also revealed that six in 10 Latinos were making ends meet; four of those indicated it’s not easy but they’re getting by. One in 10 said things are looking up, and another one thought all was moving along swimmingly.
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Study: Hispanics View Racism at Center of Immigration Debate - POLITICO
July 14, 2010. A 30% plurality of Hispanics living in the U.S. view racism at the heart of the immigration reform debate, according to polling data released Wednesday by Latino advocacy groups.
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2010 Census Results Add New Dimension to Hispanic Targeting Value - Hispanic Trending
The 2010 US Census growth results boost the long-term benefits of dedicated investments in the Hispanic segment as the Hispanic market continues to grow 36 times faster than the nearly flat White Non-Hispanic segment.
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Hispanic Marketing Investment Trends 2009 - AHAA
Association of Hispanic Advertising Agencies – Santiago ROI helps in the analysis of tracking the Hispanic advertising investments of top 500 advertisers by category.
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Why Insights Matter - Hispanic Market Weekly
A close look at the target audience and the revelations gleaned from one-on-one outreach in preparation for “Espíritu de Progreso Latino” were crucial to the campaign’s success.
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Latinos Hard Hit by Economy but Cautiously Optimistic - Reuters.com
December 22, 2009
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Latinos, hit harshly by the recession, close 2009 with mixed perceptions about their well-being and where the country is headed, but they are generally supportive of Obama and health care reform.
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Latinos Overwhelmingly support Health Care Reform - MarketWatch.com
December 21, 2009
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Latinos close 2009 with the economy and jobs as the most important issue yet give overwhelming support to health care reform.
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Latino Baby Boom Speeds Ahead - Hispanic Ad
May 12, 2008. Hispanic Ad.- Last week the U.S. Census Bureau released the latest Hispanic population estimates. What stood out is Hispanic population growth was overwhelmingly (62%) driven by natural increase and not net immigration in contrast with 2000 when natural increase and immigration were nearly equal.
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Consistent Communications in Spanish & English is Key in Media & In-Store - Hispanic Ad
May 27, 2008. Hispanic Ad.- A major CPG company recently shared some of their Hispanic research results at a large multicultural conference. One of the findings was that consumer communications should be inclusive of all Hispanics to reach all consumers regardless of language preferences, acculturation levels and generational variance. The findings are based on communication preferences and the importance of shared opinions for product selection within Hispanic families and groups.
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Translating Hispanic Marketing into Shareholder Value - Hispanic PRWire
December 6, 2006. New study reveals connection between Hispanic Marketing investment and return on equity. With shareholders demanding higher and better returns, companies are examining all facets of their strategy to see what delivers. A new study released today by Santiago Solutions Group (SSG), found that companies might want to take a harder look at their Hispanic marketing strategy to see how it translates into bottom-line profitability.
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First of its Kind Study Reveals Corporate Leaders in Hispanic Marketing Also Lead in Creating Shareholder Value - SSG
San Francisco, CA. February 2, 2006. First-ever study on the impact of investing in the Hispanic Market and the Return on Shareholder Equity.
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Publications
2011 Advertising Budget Alignment (October 2011) - AHAA Study
A study developed and executed by Santiago Solutions Group for AHAA (Association of Hispanic Advertising Agencies) reveals that Hispanic Advertising allocations equate to Corporate Revenue Growth.
Click the PDF icon to see AHAA’s Study.
US Latinos’ Perceptions & Actions Around Immigration Debate: Law Enforcement, Lifestyle and Voting Impact
The US Latinos’ Perceptions & Actions Around Immigration Debate is a special June 2010 Wave of LatinoMetrics co-sponsored by the Hispanic Federation/LULAC. The study is designed as a deep dive into the perspectives and actions of US Hispanics around Immigration Reform, Arizona SB 1070 and the advent of similar laws in 22 states across the country.The goal was to accurately understand how the entireLatino community perceives these issues.
Santiago Solutions Group Releases Credit Card Sector Supplement to Customer Service Impact Study
A research study completed by the SSG indicates that high quality customer service in Spanish leads to loyalty and retention in the Credit Card Sector
Does a Well-Resourced Hispanic Corporate Strategy Translates into Shareholder Value Creation?
SSG presents Phase I study findings. Its strategic framework focuses on quantifying the core target segment’s upside revenue potential vis-à-vis its acculturation trigger points through an array of proprietary methodologies.
2010 Hispanic PR & Social Media Marketing
May 12, 2010. Dallas, TX. Carlos Santiago was a panelist in a session on Measuring ROI in Hispanic Social Media Marketing Campaigns. Carlos presented the case study for a recently-completed Cause-Related Integrated Marketing Program. This program, Espíritu de Progreso Latino, for Chivas Regal® Scotch Whiskey, achieved measurable ROI results in retail activation, volume growth and brand perception.
Practical insights of Measurement-Rich Successful Social Media
May 12, 2010. Dallas, TX. Carlos Santiago panelist in session on the Do’s and Don’ts of Hispanic Social Media Measurement.
Santiago Solutions Group Releases Insurance Sector Supplement to Customer Service Impact Study
A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the insurance sector.
Santiago Solutions Group Releases Internet Services Sector Supplement to Customer Service Impact Study
A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the internet services sector.
Santiago Solutions Group Releases Personal Computers Sector Supplement to Customer Service Impact Study
A research study completed by the Santiago Solutions Group indicates that high quality customer service in Spanish leads to loyalty and retention for the personal computers sector.
Santiago Solutions Group Releases Cable Sector Supplement to Customer Service Impact Study
A research study completed by the SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the Cable Sector .
Santiago Solutions Group Releases Retail Banking Sector Supplement to Customer Service Impact Study
A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the retail banking sector.