Author Archive

Christopher Stanley

Alcance Meda Group‘s Founder/CEO Chris’ path to Hispanic culture wasn’t obvious growing up in Midland, Michigan. Today Chris leads a multicultural staff, travels frequently to Latin America.

Latinos tuning in to March Madness

Written by Christopher Stanley on . Posted in Marketing, Sports

March Madness 2013

March Madness 2013

Like most of the U.S. our company is diligently losing productive work hours due to the March Madness NCAA college basketball tournament (the NCAA main tournament website even has a Boss Button). We have an active contingent of alumni at Alcance Media Group from Indiana University and Michigan State University as well as an overall culture that follows sports, including any FC Barcelona match, as well as Puerto Rican & Cuban baseball. Long, oddly-timed lunches are sure to follow.

While soccer is global and heavily watched by U.S. Hispanic and Latin American audiences, the World Baseball Classic, NFL and others continue to increase in popularity. But what about NCAA College Basketball and others that have not been traditionally followed by the Latino market?  According to a recent Nielsen Sports Insights report, Hispanics are tuning in. Here’s a look.

Closing the Hispanic Digital Divide

Written by Christopher Stanley on . Posted in Marketing, Mobile

Bridging the divide

Bridging the divide

Newsflash: From 2009 to 2012, the gap between Internet Use and cellphone ownership closed significantly, according to data recently released by Pew Hispanic Research.

  • For Latinos, the share of adults that go online at least occasionally increased significantly from 64% to 78% (14 percentage points) versus Whites increasing to 87%, however this was at a rate half as fast (7 percentage points).
  • 95% of Hispanics from families with annual incomes of $50,000 or more go online at least occasionally. And of Hispanic internet users half are foreign-born and half are native-born.

Profiling Second Generation Americans

Written by Christopher Stanley on . Posted in Marketing, U.S. Hispanic

New Generations of Americans are Naturalized

New Generations of Americans are Naturalized

As most multicultural marketers are aware, there are many subgroups within groups that we are trying to reach.  While Hispanic, LGBT, Asian and African-American are generally put into the multicultural mix, they are most definitely quite distinct in many ways.  Recently Pew Hispanic combined some of these groups in looking at “A Portrait of the Adult Children of Immigrants.”

Hispanics and Asian Americans make up about 70% of today’s adult immigrants and about half of today’s adult second generation, so they do receive significant attention in the study.  Before discussing the study, one key item is the definition of immigration generations (from Pew Hispanic Research).

American Airlines: New logo ready to shine

Written by Christopher Stanley on . Posted in Marketing

The new American Airlines Logo

The new American Airlines Logo

The airline industry is definitely getting its share of media attention early in 2013 and will need to get the marketing engine going.  Boeing and any airline in the middle of the Boeing 787 Dreamliner troubles obviously has not only marketing/PR issues, but a logistical nightmare on their hands.  Southwest Airlines most likely just wants to fly under the radar with their new $40 fee to board early, and probably will get away with it. They are merely trying to get in on some $36 Billion in fees that were collected in fee revenue for the large airlines in 2012.

The more positive news of the changes going on at the third-largest airline in the U.S. may be seen before it is heard.  The familiar AA logo that has been used since 1968 is gone, in favor of an updated look.

Mobile Ad Success – How to

Written by Christopher Stanley on . Posted in Digital, Marketing

Adidas' Mobile Ad Campaign is a Success

Adidas’ Mobile Ad Campaign is a Success

For all the noise around mobile advertising, the level of actual spending has been lacking, and the number of success stories have been limited.  Mobile, whether on tablets or phones, does have the potential to make a significant impact as part of many marketing plans, but for some it may not be the best use of their resources.

Digiday recently cited “5 Mobile Ad Campaigns That Worked” and gives some great examples from Adidas, Unicef, Yamaha, Olympus and even Hair Club for Men. From a 30:1 ROI for Hair Club for Men to a 6% Conversion rate for UNICEF, there are some great examples of success.

Mobile ad spending reached $2.61 billion in 2012, and according to eMarketer is expected to increase to nearly $12 billion in 2016.  Increasingly, marketers are getting into the mobile space, publishers are improving their mobile presence, and there are more concrete successes and failures to learn from.  For advertisers large and small, a good resource to get started is the Mobile Marketing Association, which has guidelines and research to make those first steps easier.