Tuesday, Feb 12th, 2013
According to the U.S. Census Bureau’s 2011 American Community Survey 28.8% of California residents primarily speak Spanish at home, ranking CA third behind Texas and New Mexico. Spanish speakers grew steadily, up from 28.1% in 2008 when California still ranked second behind Texas. The Hispanic population may not have spiked as predicted (yet) because the economic downturn and still youthful demographic, but Spanish speakers were influential in 2012 in more ways than one.
Leading up to the 2012 presidential election the Hispanic “vote” was touted as the prize that would decide the election. Well, the numbers are in and “Latinos had such a strong turnout that it lifted them to 10 percent of voters nationwide, an increase from 6 percent in 2000″. Hispanic voters showed up to the polls, despite the fact that Spanish language advertising was less prevalent than anticipated. “The total advertising spent in 10 key states on local Spanish-language media outlets in 2012 was $22.8 million, or 6.2 percent of the total spent on advertising by the Obama and Romney campaigns in those states.”
Last year we also saw News Corp launch MundoFox, a Spanish language channel with the promise of original American-style programming similar to FOX. Marking a departure from the format offered by Univision and Telemundo focussing on telenovelas, sports and reality shows.
To that end, Emiliano Saccone, president of MundoFox
explains their tagline is “Americano Como Tú,” or “American Like You.” Hernan Lopez Fox International Channels CEO
credits Minute to Win It
or Minuto Para Ganar
, an original game show at 7 p.m. every day with boosting the moderately successful rating thus far, but stresses “the most encouraging thing is that so far, awareness of the channel is about 50% of U.S. Hispanic homes. And of the people that are aware of it, still two-thirds only have tried it.”
However word on the internet is that MundoFox is not living up to its promise of original Spanish programming for Amercans. For example, Corazones Blindados
is a weekly program about Colombian druglords esca[ing the grasp of police that originally aired in you guessed it Colombia! It’s too early for a verdict on MundoFox’s staying power, especially because they are likely to take a note from Fox and mix up their programming if it falls flat.
¿How was your year en español?
Tuesday, Feb 12th, 2013
Greene & Hemly is looking for an:
- Assistant packing house manager
- Packing house mechanic
- Assistant orchard manager.
Assistant Packing House Manager
Greene & Hemly is looking for an assistant manager for a packing house in the Sacramento/Stockton area. Must be flexible and energetic with the ability to supervise a wide range of people under high production volume conditions. Must be able to work unpredictable hours, including nights and weekends and be comfortable with computers. Basic Spanish a must, but fluency not required. Basic mechanical skills needed but expertise not required. This is a full-time position.
Packing House Mechanic
Looking for a packing house shift mechanic in the Sacramento/Stockton area for equipment maintenance, repair, and fabrication. Must be able to troubleshoot under high production conditions. Must be able to work unpredictable hours, including nights and weekends. Basic Spanish a plus. This is a full-time position.
Assistant Orchard Manager
Looking for an assistant manager for orchards in the Sacramento/Stockton area. This position will coordinate equipment and personnel and be responsible for orchard safety. Tasks include sprays, pruning, tree training, irrigation and weather monitoring. Must be able to work early and late hours, including weekends. Basic Spanish a must, but does not have to be completely fluent. Basic mechanical skills needed but expertise not required. Must have a valid California driver’s license. This is a full-time position.
All interested parties please contact Virginia at 916-775-1379 or Virginia@greeneandhemly.com .
Tuesday, Feb 12th, 2013
While working on the translation of the Governor’s State of the State speech, I was reminded of one of the proudest moments in my life that also gave birth to one of my most salient missed opportunities. While accepting the BusinessWoman of the Year Award in 2011 from the California Hispanic Chambers of Commerce I never gave the speech I prepared.
Call it a “rookie mistake” or “preggo brain”; it was an opportunity that doesn’t come around often so I’ve decided better late than never! In my defense, there were technical difficulties that threw a wrench in the order of things. The video highlighting yours truly was supposed to play before I got on stage, but began playing just as I walked up. So my official excuse is “technical difficulties”.
With appreciation to all that made me who I am today, here is my speech:
Thank you! My name is Monica Nainsztein Rodríguez and I am the proud founder of SpanishOne Translations where we fuse the power of your message with an impeccable translation.
I am very grateful to Steve Gándola with the Sacramento Hispanic Chamber of Commerce for nominating me and EVER so grateful to the CHCC for this honor: It has been a privilege to serve you and your members as a preferred vendor for the past 2 years. Quick shameless plug: Did you know a member of any Hispanic Chamber in California is eligible for our discounted translation services in over 100 languages? That’s the majority of you sitting here today!
These kinds of partnerships are what allowed me to become Businesswoman of the Year, along with a sprinkling of long nights, of course. There’s a little something else behind my success too: that is “chutzpah”, “picardía”, mischievousness. Your innate talent probably goes by a different name, but I’ve learned you have to give of your own person and personality in order to stand out. If you’re shy, let your sparse sincerity be your appeal. Rest assured, there is something special about you and the way you conduct business, find it and you might be on this stage next year.
I will share something not many of you know about me:
For years I didn’t take my husband’s name, I went by Monica Nainsztein. It fit perfectly when I was working with Hollywood a lot. Let’s face it, a last name like “Nainsztein” sure came in handy in the film industry. Fast forward to 2008 when I founded – and FUNDED – SpanishOne. I was repeatedly asked if I spoke Spanish and got tired of my own joke that “English was my FIFTH language”. So I finally decided it was time to introduce myself as Monica Nainsztein Rodríguez – I RReally RRRolled my Rs. Nobody doubted again.
So, from the owner of SpanishOne Translations, thank you for this honor: “My name is Monica Nainsztein Rodríguez (with a strong Spanish accent): You killed my father, prepare to die!” (*)
(*) The Princess Bride is my husband’s favorite movie and I hope one day it will be one of my daughter, Isabel’s, too.
Friday, Mar 2nd, 2012
Sticking to a healthy diet while traveling can be hard enough without the added challenge of interpreting menus. Anyone who enjoys a good mystery dish should check out these dishes:
Monday, Feb 13th, 2012
Translation is poised to play an even bigger role in 2012 than last year, impacting the outcome of elections on an unprecedented level. Hispanic voter participation reached an all time high in 2010 and is projected to be even higher during a presidential election year.
Educating the public on candidates and issues includes Spanish-speaking constituents and reaching them with consistent messages has never been more important. Redistricting has thrown many races wide open and will allow Hispanic votes to play a more meaningful role in the choosing the winner.
Don’t be afraid to jump on the Hispanic outreach bandwagon… it has a long – and profitable – road ahead!
Not sure where to start? Check out our e-book!
Monday, Feb 13th, 2012
Looking at the white washed commercials that dominated the Super Bowl, the corporate tendency to keep multicultural and mainstream separate is evident. Even consumer giants like Walmart and Denny’s have only recently gotten into the Hispanic advertising game. There is still plenty of time to weigh the pros and cons of a multicultural approach for your (or your client’s) marketing strategy.
Chief Marketing Officer for Denny’s Frances Allen explains that despite being aware 20% of its diners are Hispanic Denny’s just put their money where their data is and “went live with our first national online marketing campaign targeting the Hispanic consumer to support our limited time offer for our recently launched Sizzlin’ Skillets.
The video, which can be seen on YouTube.com in Spanish and on Funny Or Die in English, is the first branded content that we’ve made in both English and Spanish to ensure we’re effectively reaching a more diverse audience”.
Make an impact with smart campaigns…
With little valuable Spanish language content out there, it isn’t hard to make an impact with smart campaigns. Compelling, cutting-edge content is key, as with all marketing campaigns. All too often overly simplistic ads can leave a condescending taste in the mouths of Hispanic audiences, but luckily one man’s trash is another man’s opportunity. This lack of inspiring Spanish content leaves a void roomy enough for many eager marketers to fill.
Fusing language and culture is key. In the case of the Sizzlin’ Skillet, this Language Maven has to weigh in that while a little long, the Spanish version attempts to transadapt and is actually funnier than the English version! Bringing Cesar Millán into the taming of the Skillet is smarter than many other things I’ve seen out there.
Thursday, Feb 9th, 2012
In a world where the release of a new iPhone immediately prompts questions on what life changing tools the next version will bring, how do you know which marketing trends are cutting edge and which will make consumers yawn with familiarity? 2011 saw many trends come and go (remember planking?). Thankfully that will soon be just a distant memory, but judging the lifespan of consumer trends can be trickier than the average fad.
Is Hispanic marketing a trend or a profit track just coming into its own? The numbers don’t lie, this is one trend that is here to stay. Data from the 2010 Census and election participation have written a hopeful introduction to the story of Spanish language media, and conglomerates like Hormel Food Corp. are writing the next chapter.
Citing growth in the Hispanic population as a major factor behind its 9% revenue growth last year, Hormel specifically praised MegaMex, its ethnic food division for “picking up the slack” of its other segments. Hormel is wholeheartedly marketing its most profitable division, “As Spam’s 75th anniversary approaches, Hormel will launch a series of humorous TV advertisements. Hormel showed off 10 ads, including two domestic and one Asian market Spam ads, and two domestic and one Spanish language MegaMex ads. Hormel spent $115.3M in advertising in fiscal 2011 and plans to continue a similar plan in 2012″. - Jeff Ettinger, Hormel President and CEO
With giants such as Hormel, Folgers and Walmart just now stepping into the bilingual ring… the Language Maven wonders how come some folks think it’s too late to get in the game…
Multicultural marketing is still in its infancy…
Friday, Feb 3rd, 2012
We received this gem of a plug recently from one of our “competitors”:
Seriously? Beyond the lack of creativity in the pitch, the typo jumping out makes me cringe… is this the attention to detail they offer their clients? Sure, mistakes can happen to anybody, but not in a mass mailer when proofreading is in your job description.
This is a case where you will get what you pay for. There are shoppers for Walmart and shoppers for Target. There are also shoppers for Nordstrom and Saks. Quality is the differentiator and, if you are a bargain shopper, don’t act surprised when your message rips at the seam.
How can you know your message is in capable hands? Do your homework: compare websites and attention to detail. Did the agency invest in their branding, wording and make an effort to lure you in with the quality they offer or did they provide a rock bottom rate your CFO just can’t say no to? You care about your image and capturing the Trillion Dollar Hispanic Culture that’s out there… make the investment and reach out in a culturally competent manner. Your CFO will be grateful in the long run!
Friday, Dec 23rd, 2011
This would be a great gag card for a friend if it were intentionally funny. But the tone of this card in China definitely doesn’t match the smiley happy decorations.
Friday, Dec 16th, 2011
Since Monica is in her native Argentina this week, it is fitting to share one of the many English blunders she encountered.
A picture really is worth a thousand words, or in this case just two. Just seeing a cigarette with a red slash through it will resonate the phrase “No Smoking” for most Americans. The image really saves this literal translation from being ineffective in connecting to the English audience.