Hispanic Marketing Day Agenda

Transcription

WELCOME TO THE 2008 SAN DIEGO AD CLUB HISPANIC MARKETING DAY
2008 SAN DIEGO AD CLUB
HISPANIC MARKETING DAY
2008 Hispanic Marketing Day Agenda ............................................................................3
Ad Club President’s Letter ....................................................................................................4
Keynote Speaker .....................................................................................................................5
Session Speakers .....................................................................................................................6 - 7
Hispanic Marketing Lifetime Achievement Award Honorees
Peter M. Moore ........................................................................................................10
Patricia Alvarez de Los Cabos ............................................................................11
Hispanic Media Overview
Television ..................................................................................................................12
Print ............................................................................................................................12
Radio ..........................................................................................................................13
Resource Guide Directory ....................................................................................................14 - 18
Hispanic Market Research ...................................................................................................20
U.S. Hispanic Market .........................................................................................20
California Hispanic Market ..............................................................................21
San Diego – Tijuana Hispanic Market .............................................................21
San Diego Hispanic Market............................................................................. 22
Tijuana Consumer Market ..................................................................................24
Spanish Language Usage ...................................................................................20, 21, 22, 24
Scarborough San Diego – 2007 Release II ...................................................25-27
Sources ......................................................................................................................28
HISPANIC MARKETING DAY SPONSOR ADS (in alphabetical order)
Al Delino Design ..........................................................................................................Back Cover
Diario San Diego .....................................................................................................................19
Enlace/The San Diego Union-Tribune .............................................................................9
Energy Communications Corp. ..........................................................................................28
(XEWT – Televisa)
Entravision Communications .............................................................................................2
(KBNT-Univision; XHAS- Telemundo; KDTF – Telefutura)
HMC Advertising, Inc ..............................................................................................................25
Imagen Group, Inc. .................................................................................................................19
(XLTN – Radio Latina)
McGraw-Hill Broadcasting ....................................................................................................9
(Azteca America San Diego & 10 News)
Outdoor Insight/San Diego Outdoor on the Border...................................................20
R. R. Donnelley / Commercial Press .................................................................................19
Sun Marketing Advertising Media ....................................................................................9
Uniradio Corporation .....………...................................................………Inside Back Cover
(XHA – La Invasora Tijuana XHTY – La Invasora San Diego; XHFG –Pulsar;
XEMO –La Ponderosa)
Univision Radio San Diego ..................................................................................................8
(KLNV –La Nueva; KLQV –Recuerdo)
Xpectrum Marketing Group, Inc ........................................................................................9
Cover & Art Direction by: Al Delino Design
HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009
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2
Hispanic Marketing Day Agenda
11:30am – Noon
Welcome Reception
Noon – 1:45pm
Luncheon and Keynote Presentation
TODAY’S AGENDA
2:00 – 3:00pm
Breakout sessions (choose one)
Session A: Felix y Pablo Five Star Ford Case Study
Session B: Hispanic Online Marketing Strategies & Tactics
3:15 – 4:15pm
Breakout sessions (choose one)
Session C: San Diego Hispanic Marketing Case Studies - Panel
Session D: A Logo Is Not A Brand – Creative Strategies
4:30 – 7:00pm
Happy Hour Quinceañera Celebration
A Very Special Thank You to Our 2008 San Diego Hispanic Marketing Day Committee:
Geri Arnal-Ibarra, Energy Communications Corp.
Silvana Bermundez, Sintesis
Steve Blanco, Azteca America
Cicely Carnahan, Azteca America
Al Delino, Al Delino Design
Lucy Garcia Roberts, HMC Advertising
Paula Gomez, Univision KBNT 17
Fernando Gomez Mora, Nostika Magazine
Carrie Lopez, Xpectrum Marketing Group, Inc.
Francisco Mata, Enlace
Dr. Mary Beth McCabe, Sun Marketing
Alberto Mier y Teran, Entravision Communications Corp.
Peter Moore, Univision Radio
Rosa Nava, HMC Advertising
Santiago Ogradon Cortes, Energy Communications Corp.
Michael Onsurez
Alex Phillips, Medicis Communications
Jose Santiago Healy, Diario San Diego
Ruben Sanchez, RSA Consulting
Carlos Valdivia, Enlace
Esteban Villanueva, J.D. Gente Bien San Diego
Thank you to the San Diego Ad Club Staff
Sheila Fox, Fox Marketing Network
Annie Revel, Revel Productions, Inc.
Cindy Saylor, Frank Rogozienski Photography
Lauren Nicholl, San Diego Ad Club
Carissa Felix, San Diego Ad Club
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2007/08 Ad Club President
Andreas Roell
Ad CLUB PRESIDENT’S MESSAGE
D
ear Friends of the San Diego Ad Club,
Welcome to our 15th Annual Hispanic Marketing Day –
our Quinceañera!
We are grateful to the Hispanic Marketing Day committee for
15 years of dedication to this event. Some members of this
year’s committee have been active participants in presenting
this event for all 15 years of its existence. Their commitment
has enriched each of us, increased our knowledge of the vast
potential of the Hispanic community, and helped to make us
smarter marketers. Thank you to each of you.
It has been a great pleasure to watch this event evolve over
the years. We believe it is our obligation as the San Diego Ad
Club to continue to build this event in both content and format.
Once again, we have an outstanding line up of presenters today
– each of which will provide case studies and information you
can use.
I am very pleased that Steve Jett, National Marketing Communications Manager for Lexus Division of Toyota Motor Sales, USA
will be our keynote speaker. His presentation on “Reaching the
Luxury Hispanic Buyer within the Automotive Segment” will
provide us with insights on how a major national brand is building their communications programs to win market share.
In addition, two of our seminars today will provide more case
study information – one on a local marketing effort by one of
America’s most successful automotive dealerships – and the
other a panel discussion with some of San Diego’s most successful Hispanic marketers. To fill out your day, we also have
experts on reaching the Hispanic Market online - and creating
well branded advertising. And, new this year, is our Quinceañera Happy Hour/Mixer where we can toast our accomplishments together.
Let us absorb new knowledge, let us think creatively and let us
celebrate this day.
On behalf of the San Diego Ad Club, I would like to thank all
speakers, the event committee and the Ad Club staff.
Yours,
Andreas Roell
CEO - Geary Interactive
President – San Diego Ad Club President
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Luncheon Keynote Speaker
Steve Jett
KEYNOTE SPEAKER
National Marketing Communications Manager
Lexus Division - Toyota Motor Sales, USA
A
s the affluent Hispanic consumer population continues to grow, the challenges placed on the automotive industry
to reach this target grows as well.
The 2008 Hispanic Marketing Day keynote presentation by
Steve Jett, National Marketing Communications Manager
for Lexus Division of Toyota Motor Sales USA will explore the
trends and desires of the Hispanic automotive prospect and
the Lexus approach toward reaching this audience.
Steve Jett is responsible for managing the development and
activation of all Lexus vehicle advertising, engagement/sponsorship marketing, Lexus Dealer Association communication and
all media strategic planning. The engagement marketing area
includes heavy participation in the affluent sports of golf and
tennis, food and wine, cultural arts, environment and
entertainment.
Jett started at Toyota in 1989 and has held numerous marketing
positions including Customer Services Marketing manager,
National Parts and Service Marketing manager and both
National Car and Truck Advertising manager within the Toyota
marketing department. He was involved in several key
marketing launches, including development of the advertising
campaigns for the first and second generation Prius – the best
selling hybrid vehicle in the U.S. - and the launch of the new
full-size truck Tundra, viewed as the largest launch in Toyota’s
history.
Prior to joining Toyota, Jett spent seven years in the advertising
agency business, working on such accounts as Toyota, Nissan
and Honda vehicles.
Jett has a degree in communications from the University of
Oregon in Eugene, Oregon. He and his wife Rachael have two
sons, Nick and Christopher, and reside in Torrance, California.
He enjoys reading, traveling with his family and participating in
outdoor activities including running and basketball.
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Session A: Felix y Pablo Five Star Ford Case Study
GUEST SPEAKERS
Froylan “Felix” Gutierrez
Felix y Pablo Five Star Ford – Carrollton, Lewisville, Ft. Worth, Texas
Froylan “Felix” Gutierrez was born in Guadalajara, Jalisco,
México and graduated with a marketing degree in
Mexico. He moved to Dallas, Texas in 1996 becoming the
top sales person at Park Cities Ford in his second month.
After 10 years, he joined Five Star Ford and quickly
became the top Hispanic sales team in the Dallas
Fort Worth area one more time, and the number two
volume Ford dealer in the US for the month of March.
He was the first to start a Hispanic Spanish Division in the
Dallas Fort Worth market when he joined Prestige Ford
in 1997. His efforts helped to make Prestige Ford the
number one Ford dealer in the nation in Hispanic sales
and the number one F-150 Dealer seller in the world for
three consecutive years.
The terrific success of Felix y Pablo can be
attributed to volume pricing, high customer
satisfaction, the unique marketing approach and
the understanding of the market. Having spent
over 7 million advertising dollars in the market has
made Felix y Pablo a household name.
Session B: Hispanic Online Marketing Strategies & Tactics
Lee Vann The Captura Group
Recognized in 2005 by the Interactive Advertising
Bureau (IAB) as a pioneer and a leading force in the
Hispanic online marketing industry, Lee Vann’s career
highlights include launching the Hispanic division
of a publicly-traded internet advertising company
and most recently founding Captura Group, a leading
interactive services firm specializing in Hispanic online
solutions and web services.
Prior to founding Captura Group, Lee launched
L90 Latino, and implemented U.S. Hispanic online
marketing initiatives for companies such as Nike,
McDonalds, Disney, AT&T Wireless, Verizon, Epson,
and Mitsubishi. Prior to L90, Lee lived in Madrid,
Spain and was the Country Manager for Quidel
Corporation, a US-based medical diagnostics
company.
At Captura Group, Lee has led Hispanic interactive
initiatives for companies such as Ford Motor Company,
Philip Morris USA, Pfizer, Wells Fargo Home Mortgage,
Sears, Roebuck and Company, Fox Home Entertainment, Red Lobster, and Xoom.com.
Lee holds a B.A. in Economics from the University
of California Berkeley and a M.B.A. from the University of Southern California with a concentration
E-Commerce. Lee is bi-cultural and bilingual and
was born in Mexico City and speaks both English
and Spanish fluently.
Session C: San Diego Hispanic Marketing Case Studies – Panel
Nancy Kennedy, Marketing Director Viejas Outlet Center
Nancy Kennedy has worked for Viejas Enterprises
for over twelve years, and has spent nearly six in her
current capacity as marketing director of the Viejas
Outlet Center.
Her primary responsibilities include design and
execution of Outlet Center-related sponsorships,
events, marketing, advertising and promotional
programs for both the local general market and the
Southern California Hispanic market.
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She is very involved with the International
Council of Shopping Centers (ICSC) both locally
and nationally.
Her experience also covers large meeting and
event planning having previously worked for a
large real estate trade association in San Diego.
Session C: San Diego Hispanic Marketing Case Studies – Panel
Francisco Letelier Anita Santiago Advertising
Francisco leads the creative at Anita Santiago
Advertising, working on accounts such s IKEA North
America, Compass Bank, Picturehouse, See’s Candies
and The Nielsen Company, among others.
Before that, he was with Leo Burnett U.S.A.,as a
Vice President/Creative Director leading Hispanic
and regional creative development on Procter &
Gamble, Coca-Cola, Kellogg’s, Hallmark, McDonald’s
and United Airlines.
Session D: “A Logo Is Not A Brand”
Máximo & Diana Vasquez Escobedo Máximo, Inc.
Máximo Escobedo is principal of Máximo, Inc.
Current clients include Xerox Corporation, The
County of San Diego, Trump Ocean Resort - Baja
México, Ritz Carlton Residential Suites, AVID Center,
Neighborhood National Bank, Pollo Inka Peruvian
Restaurants.
Previously, at a leading San Diego graphic
communication firm, he managed projects for a
distinguished line up of clients including HewlettPackard, Qualcomm Corporation, Kinko’s, Gateway
Computers and Harcourt.
He is founding alumnus, and national speaker for
AVID (Advancement Via Individual Determination)
an internationally recognized education program
designed to help underserved students achieve a
university degree. His interviews on behalf on AVID
have been aired by CNN, Time Magazine and 60
Minutes.
As a long time member of the board of the
American Institute of Graphic Arts, San Diego
Chapter, he founded and chaired the International
Relations committee, and led the effort to establish
dialogue and collaboration with the creative
communities in México.
GUEST SPEAKERS
Before joining Anita Santiago Advertising, Francisco
was Senior Vice President/Creative Director at La
Agencia de Orci in West Los Angeles. At Orci he
created award-winning work that delivered results for
clients such as Honda of North America,
Washington Mutual Bank, Tampico Fruit Punch and
Allstate Insurance Co.
Máximo is a graduate from the Art Center College of
Design in Pasadena and teaches advanced graphic
design courses at San Diego City College.
Diana Vasquez Escobedo, partner at Máximo, Inc.,
has been involved in the graphics communications
profession for more than 15 years. Her experience
includes Marcoa Publishing, Harcourt Brace Publishers
and the San Diego County Office of Education.
As the first office manager for the San Diego chapter
of the American Institute of Graphic Arts (AIGA) Diana
was instrumental in developing its highly successful
Y Design Conference.
In 2003 she founded Wall-aroo Storage Systems where
she has been responsible for design, development,
manufacturing and marketing of a line of children’s
storage products that is currently being considered for
adoption by a storage solutions retailer.
She is a passionate advocate of corporate responsibility
and community involvement and reflects this through
the organizations and the projects she champions at
Máximo, Inc
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GUEST SPEAKERS
8
Link up to
San Diego’s
growing
Hispanic market
• Enlace-the largest home
delivered Spanish language
newspaper in
San Diego County
• mienlace.com your
online connection
to young Latinos
• To advertise please
call Carlos Valdivia
619.293.1152
9
Lifetime Achievement Award
Peter M. Moore
P
LIFETIME ACHIEVEMENT RECIPIENT
eter M. Moore is Senior Vice-President and Regional
Manager overseeing the West Region for Univision Radio. In
addition, Peter is responsible for day-to-day operations at
Univision Radio San Diego’s leading Spanish-language stations,
Recuerdo 102.9 KLQV-FM and La Nueva 106.5 KLNV-FM.
Peter began his radio career at KCBQ-AM in 1971. Since that
time, he has held various positions, including On-Air Announcer,
Account Executive, Sales Manager, General Manager and
Regional Manager for a number of radio stations.
Peter has been a part of San Diego’s burgeoning Spanishlanguage Radio community since 1985 (except for a four-year
return to English-language radio in 1994).
He was General Manager for XLTN-FM Radio Latina, XHKY-FM
Fiesta Mexicana and XHTZ-FM Jammin’ Z-90. The then-nascent
Spanish-language radio arena counted on a handful of stations
broadcasting for an International audience.
In 1998, Peter shepherded the first U.S. licensed Spanishlanguage radio stations in San Diego when he joined Tichenor
Media/Heftel Broadcasting Corporation (later known as
Hispanic Broadcasting Corporation).
The stations, top-rated KLNV-FM and KLQV-FM, debuted in
August of that year. They focused their efforts on programming
and reaching out specifically to a Hispanic-American audience.
This year, the two stations will celebrate their 10th anniversary.
In addition, KLNV-FM holds the distinction of being the only
Spanish-language radio station to ever hold the top spot in the
San Diego Arbitron ratings.
Peter is the President of the San Diego Radio Broadcasters
Association, a founding board member of SAFE (San Diego
Advertising Fund for Emergencies), and a long-time board
member of the South Bay YMCA.
Peter lives in Scripps Ranch with his wife, Lorrie, and their
three children.
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Lifetime Achievement Award
Patricia Alvarez de Los Cabos
P
LIFETIME ACHIEVEMENT RECIPIENT
atricia Alvarez de los Cobos founded Energy Communications Corporation in San Diego in 1989 as a representative of one of the leading and oldest Hispanic Media
TV Stations in the San Diego-Tijuana Market, XEWT Channel
12 along with XHUAA Channel 57 in Tijuana.
Patricia was born in Mexico City in 1955 and has lived in San
Diego for nearly 20 years. She has studied and resided in
Mexico City, the United States as well as Europe.
Patricia has served on the San Diego Ad Club’s Board for
multiple terms and was one of the founding members of the
Ad Club’s Hispanic Marketing Council when it was formed
in 1994. She also served on the Board in 2001-2002.
Patricia has been the recipient of many community awards
to include being nationally recognized by the National
Association of Hispanic Publications (NAHP) for Superior
Achievements as a “Latina in the Media.” She was awarded
the Hispanic Business Leadership Award in 1995 from the
San Diego County Hispanic Chamber of Commerce, and
has been recognized by a multitude of other organizations.
These include the San Diego Medical Society and the
San Diego Blood Bank for her contributions to the community. She was also the proud recipient of the 1999 San Diego
Women Who Mean Business Award and the 1999
Multicultural Heritage Award.
The National Registry of Who’s Who also recognized Patricia
in it’s registry for the year 2000. This publication recognizes
professionals who are deemed to have made the highest
level of contribution to their profession and to
their community.
Under her leadership, Energy Communications Corporation
was chosen as the natural recipient of the San Diego
Regional Chamber of Commerce, Emerging Business
Center’s Emerging Business award in January 2001.
In 2002 she served on the PacifiCare Health Advisory Board
of the Women Health Solutions. She also served that same
year for KPBS.
Her position as a committee member for Hands Across the
Border was of great benefit for Project Concern International
during 2007 and 2008. She has also been a member of
the Kyoto Laureate Symposium Committee since 2007.
She is a member of the San Dieg Hispanic Chamber
of Commerce, Regional San Diego Chamber of
Commerce, Chula Vista Chamber of
Commerce, San Ysidro Chamber of
Commerce, The Chicano Federation
and the Small Business Development
Center, along with other Hispanic groups.
Patricia is well respected and recognized as a
innovative entrepreneur and as a humanitarian.
She always makes sure that everyone understands
and respects our Hispanic Market’s differences
in language, approach and culture. She is a leader
who has the entrepreneurial vision to create the
strategies and to implement the changes
necessary to succeed in today’s
challenging and dynamic market.
She is not afraid to pioneer change in order to
achieve unparalleled success.
Patricia feels particularly blessed to
live with her husband, Steven
Saunders, and three children in
Chula Vista, California.
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Media Overview
TV & PRINT
TELEVISION STATIONS
SAN DIEGO / TIJUANA - MEDIA OVERVIEW TELEVISION & PRINT
CALL LETTERS
AZSD
GALA
Azteca America
41 CABLE
Galavision
n/a
KBNT
Univision 17
15
66 (Cox Cable)
17
KDTF
Telefutura
36
7 (Cox Cable)
7 (Time Warner)
136 (Cox Cable)
47 (Time Warner)
KSDX
Liberman
29
n/a
XHAS
Telemundo
KNSD
XEWT
Mi San Diego
Televisa
7/39
136 (Cox Cable)
46 (Time Warner)
33
12 12
XHJK
TV Azteca 27
n/a
XHTT
TV Azteca 21
n/a
XHUAA
Televisa
57
n/a
XHBJ
Televisa
45
n/a
PRINT
PUBLICATION
Diario San Diego
CIRCULATION
FORMAT
El Latino Tabloid
23,000 weekly (Mon & Fri) Tabloid
80,500 weekly (Thursdays) 82,800
290,000
Broadsheet El Semanario Deportivo
Broadsheet 25,000 weekly
n/a
El Sol de San Diego
Tabloid
Bi-weekly
n/a
El Sol de Tijuana
Broadsheet Enlace
Broadsheet 85,000 weekly (Saturdays) 306,000
Frontera Broadsheet 100,000
Magazine
50,00 daily
READERSHIP
El Mexicano
Gente Bien San Diego 12
CHANNEL / ANTENNA
NETWORK
20,000 daily 25,000 daily
80,000 monthly
200,000
65,000
n/a
Hispanos Unidos
Broadsheet 26,000 weekly La Prensa San Diego
Broadsheet 30,000 weekly (Fridays)
90,000
Nostika Magazine Magazine
20,000 monthly
80,000
Zeta
Tabloid
70,000 weekly (Fridays)
104,000
210,000
Media Overview
CALL
LETTERS FREQUENCY
STATION
NETWORK
RADIO
TARGET
AGE
FORMAT
106.5 FM
La Nueva
Univision Radio
Regional Mexican
18-49
KLQV
102.9 FM
Recuerdo
Univision Radio
Spanish Adult Hits
25-54
KSDO
1130 AM
Radio Nueva Vida
Radio Nueva Vida Network
Religious
25-54
XEAZ
1270 AM
Capital Z-13
Radio Capital
Regional Mexican
25-54
XEBG
1550 AM
Radio 15-50
Cadena Baja California
News Talk
25-54
XEC
1310 AM
Radio Enciso
Grupo Enciso
News Talk
25-54
XEMO
860 AM
La Poderosa
Uniradio
Mexican Regional Oldies
25-54
XRCN
1470 AM
Radio Hispana
Uniradio
News Talk
25-54
XESDD
1030 AM
La Tremenda
Pacific Spanish Network
Regional Mexican
25-54
XESS
620 AM
ESPN Deportes
Pacific Spanish Network
Sports Talk
18-49
XETRA
690 AM
W Radio
Grupo Prisa
Talk Radio
25-54
XEXX
1420 AM
Radio Formula
Media Access Partners
News & Sports
25-54
XGLX
91.7 FM
Exa
MVS International Corp.
Spanish Pop
XHA
94.5 FM
La Invasora Tijuana
Uniradio
Regional Mexican
18-49
18-34
XHFG
107.3 FM
Pulsar
Uniradio
Spanish Pop 18-34
XHHIT
95.3 FM
La Caliente
Multimedios
Regional Mexican
18-49
107.7 FM
Digital
Spanish Pop
18-34
XHTIM
97.7 FM
La Mejor
Regional Mexican
18-49
XHTY
99.7 FM
La Invasora San Diego
Uniradio
Regional Mexican
18-49
XHUAN 102.5 FM
Estereo Frontera
Instituto Mexicano de la Radio
News, Art & Culture
18-49
XKAM
950 AM
Radio Formula
Talk Radio
25-54
XLTN
104.5 FM
Radio Latina
Imagen Group Inc.
Adult Contemporary
25-54
XMOR
98.9 FM
Blazin’
MEC Network
CHR Rhythmic
18-34
La Mejor
Regional Mexican
25-54
XRST
XOCL
99.3 FM SAN DIEGO & TIJUANA - MEDIA OVERVIEW RADIO
KLNV
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RESOURCE GUIDE DIRECTORY
Advertising /
Marketing Agencies &
Consultants
AM Strategies
4010 Morena Blvd. Suite 210
San Diego, CA 92117
P (858)-490-6910
www.am-strategies.com
Contact: Rick Goodrich
[email protected]
Hispanic Interactive Media
1556 Cavern Point Ct.
Chula Vista, CA 91911
P (619) 421-8992
Contact: Socorro Ruiz
[email protected]
HMC Advertising Inc.
453 D St.
Chula Visa, CA 91910
P (619) 420-4586
www.hmcadvertising.com
Contact: Lucy Roberts
[email protected]
The Luca Group
20793 E. Valley Blvd, Ste. C
Walnut, CA 91789
P 888-525-5582
www.thelucagroup.tv
Contact: Ana Maria Rojas
Marketing Excellence Inc
P.O. Box 356
Poway, CA 92074
P (858)-842-1733
www.marketing4excellence.com
Contact: Emilio Vargas
[email protected]
Medicis Communications
4045 Bonita Rd., Ste. 209
Bonita, CA 91902
P (619) 267-6010
www.medicis.tv
Contact: Patricia Ciccone
[email protected]
Pro Media
814 Morena Blvd. Suite 309
San Diego, CA 92110
P (619) 296-5900
www. promediasd.com
Contact: Shelley Anderson
[email protected]
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Robertstemler Media
P.O. Box 722773
San Diego, CA 92172-2773
P (858) 780-2550
www.robertstemlermedia.com
Contact: Becky Klotzel-Roberts
[email protected]
Testa Marketing
Praga 90, local 203, Zona RÃ-o
Tijuana, Mexico 22320
P +52 (664) 290 9090
Contact: Ariosto Manrique
Sun Marketing
55367 Harvest Run Dr.
San Diego, CA 92130
P (858) 488-2867
www.sunmarketing.net
Contact: Dr. Mary Beth McCabe
[email protected]
Vega Marketing
1250 Stagecoach Trail Loop
P (619)405-9435
www.vegamarketing.net
Contact: Irma Vega
[email protected]
Xpectrum Marketing
Group, Inc.
1953 Ainsley Road
San Diego, CA 92123
P (858) 277-0079
www.xpectrummg.com
Contact: William Lopez
[email protected]
Cable TV
Cablemas Cable Systems (Tijuana)
Media Access Partners, Inc.
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
www.mediaaccesspartners.com
Contact: Rodger Seelert
[email protected]
San Diego Interconnect Operated by
Cox Media
350 10th Ave., Ste. 500
San Diego, CA 91941
P (619) 686-1900
www.coxmedia.com
Contact: Jon Borgeson
[email protected]
Time Warner Cable
5720 El Camino Real
Carlsbad, CA 92008
P (760) 438-7741
www.twcsd.com
Direct Mail
Eye/Comm. Inc.
10960 Wheatlands Ave., Ste. 108
Santee, CA 92071
P (619) 448-6111
www.eyecomm.org
[email protected]
Electronic Output Solutions
2510 Commerce Way
Vista, CA 92081
P (760) 599-9945
www.eoshost.com
Contact: Tommy Atilano
Entertainment
Aztec Sports Properties
5500 Campanile Drive, 1st Floor
P (619) 750.7778
www.goaztecs.com
Contact: Diane Penny
[email protected]
Reuben H. Fleet Science Center
1875 El Prado
San Diego, CA 92101
P (619)-238-1233, x882
Contact: Martha Puentes
[email protected]
San Diego Padres
100 Park Blvd.
San Diego, CA 92101
(619) 795.5213
www.padres.com
Contact: Alex Montoya
[email protected]
San Diego Zoo
123 Camino De La Reina
San Diego, CA 92108
P (619)-718-3043
Contact: Wendell Conley
[email protected]
Graphic Design &
Illustration
Freaner & Associates
255 G Street, Ste. 299
San Diego, CA 92101
P (619) 255-6411
www.freaner.com
Contact: Ariel Freaner
[email protected]
Inner Design Group
523 Kiley Road
P (619) 426-0042
Contact: Jose Carrillo
[email protected]
Kevershan Testerman
4452 Park Blvd., Ste. 208
San Diego, CA 92116
P (619)-260-0960
Contact: Patty Kevershan
[email protected]
Maximo Graphic Design &
Communications
1205 J Street, Ste. H
San Diego, CA 92101
P (619)269-0063
www.maximoinc.com
Contact: Diana Escodedo
[email protected]
Pozos Creative
Communications
2602 Transportation Ave., Ste. B
National City, CA 91950
P (619) 237-1194
Contact: Robert Pozos
[email protected]
Santos Graphics
9121 Fanita Rancho Rd.
Santee, CA 92071
P (619) 334-6779
www.santosgraphics.com
Contact: Alejandro Santos
[email protected]
Newspapers
Campestre
Bonita, CA 91902
P (619) 267-6010
[email protected]
Diario San Diego
236 F St.
P (619) 409-1777
www.diariosandiego.com
Contact: José Santiago Healy
[email protected]
Gente Bien San Diego
4809 Clairemont Square, Ste. 347
San Diego, CA 92117
P (619) 260-8353
www.gentebiensandiego.com
Contact: Esteban Villanueva
[email protected]
Latino Builders
6154 Mission Gorge Rd., Ste. 105
San Diego, CA 92120
P (619) 287-2397
www.latinobuilders.com
La Sonrisa Latina
1996 Frankfort St.
San Diego, CA 92110
P (619) 276-5335
www.lasonrisalatina.com
Contact: Walter Meneses
[email protected]
MNI
1055 Torrey Pines Rd., Ste. 205
La Jolla, CA 92037
P (858) 456.3017
www.mni.com
Contact: Karin Basil
[email protected]
Nostika Magazine
3314 4th Ave.
San Diego, CA 92103
P (619) 544-9744
www.nostika.com
Contact: Fernando Gomez
[email protected]
Salud + Health Info
P.O. Box 3150
P (619) 427-4111
www.sdhealthinfo.com
Contact: Martha Plozola
[email protected]
El Latino
1550 Broadway, Ste. U
P (619) 426-1491
www.ellatinoonline.com
Contact: Fanny Miller
[email protected]
El Semanario
P.O. Box 2098
Escondido, CA 92033
P (760) 738-6089
Contact: Juan Ortega
[email protected]
Al Delino Design
1912 Wandering Road
Encinitas, CA 92024
P (760) 753-2555
[email protected]
www.aldelinodesign.com
www.creativehotlist.com/adelino
www.nextcat.com/ald
Magazines
El Mexicano
International Media
Bonita, CA 91902
P (619) 267-6010
www.el-mexicano.info
Contact: Venessa Dominguez
[email protected]
Enlace
The San Diego Union-Tribune
350 Camino de la Reina
San Diego, CA 92108
P (619) 293-2914
www.mienlace.com
Contact: Francisco Mata
[email protected]
Frontera
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
www.frontera.info
[email protected]
Hispanos Unidos
411 West 9th Ave
Escondido, CA 92025
P (760) 740-9561
www.hispanosunidosnews.com
Contact: Ana Hannegan
[email protected]
15
La Prensa San Diego
651 3rd Ave., Ste. C
P (619) 425-7400
www.laprensa-sandiego.org
Contact: Patricia Saenz
[email protected]
PennySaver USA
1300 Specialty Dr.
Vista, CA 92081
P (760) 599-1400
www.pennysaverusa.com
Out of Home Advertising
Border Billboard
7680 W. Sahara, Ste. 150
Las Vegas, NV 89117
P (702) 838-8855
www.borderbillboard.com
Contact: Jennifer Stefano
[email protected]
CBS Outdoor
4450 Alvarado Canyon Rd.
San Diego, CA 92120
P (619) 283-7074
www.cbsoutdoor.com
Contact: Scott Smith
[email protected]
Clear Channel Outdoor
9660 Granite Ridge Dr.
San Diego, CA 92123
P (858) 292-2000
www.clearchanneloutdoor.com
HERRERA MediaWorks, Inc.
6965 El Camino Real, Ste.105-201
Carlsbad, CA 92009
P (760) 635-2900
www.herreramediaworks.com
Contact: Mark Stanley Herrera
[email protected]
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
[email protected]
Mission Media Corp.
831 Pacific St. #3
Santa Monica, CA 90405
P (310)-396-5577
Contact: Steve Levine
[email protected]
16
Mobile Marketing Nationwide
7525 Mission Gorge Rd, Suite G
San Diego, CA 92120
P (619)-546-8576
Contact: Kevin Halle
[email protected]
National CineMedia
21700 Oxnard Street, Suite 640
Woodland Hills, CA 91367
P (818) 227.3757
Contact: Kathy Hassett
[email protected]
San Diego Outdoor on the Border
7752 Fay Ave, Suite D
La Jolla, CA 92037
P:858-454-7834
F:858-454-7844
Contact: Steve Wagner
[email protected]
San Diego Transit
Michael-Allen & Associates
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
Printers
Birmingham Press
9330 Carroll Park Dr.
San Diego, CA 92121
P (858) 549-2330
www.birminghampress.com
Contact: Alex Pistone
[email protected]
Diego & Son Printing, Inc.
2104 National Ave.
San Diego, CA 92113
P (619) 233-5373
www.diegoandson.com
Contact: Rebecca Aguilera
[email protected]
R. R. Donnelley / Commercial Press
955 Gateway Center Way
San Diego, CA
P (619) 527-4600
www.rrdonnelley.com
Contact: Boyd Richardson
[email protected]
RSA Consulting
10465 Artesian Springs Ct.,
Spring Valley, CA 91977
P (619) 660-0771
Contact: Ruben Sanchez Jr.
rsaconsulting@msncom
Radio Stations
91.7 FM XGLX (Exa)
MVS International
401 Mile of Cars Way, Ste. 322
P (619) 474-5917
1420 AM XEXX (Radio Formula)
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
[email protected]
94.5 FM XHA (La Invasora Tijuana)
Uniradio corp.
5030 Camino de la Siesta, Ste. 403
San Diego, CA 92108
P (619) 497-0600
Contact: Jim Votaw
[email protected]
www.uniradio.com
97.7 FM XHTIM (La Mejor)
MVS International
P (619) 474-5917
98.9 FM XMOR (Blazin’)
MEC Network
1027 10th Ave., Ste. C
San Diego, CA 92101
P (619) 696-9902
www.blazin989.com
99.3 FM XOCL (La Mejor)
MVS International
P (619) 474-5917
99.7 FM XHTY (La Invasora
San Diego)
Uniradio corp.
San Diego, CA 92108
P (619) 497-0600
Contact: Jim Votaw
[email protected]
www.uniradio.com
102.9 FM KLQV (Recuerdo)
Univision Radio
600 West Broadway, Ste. 2150
San Diego, CA 92101
P (619) 235-0600
Contact: Jim Votaw
[email protected]
1270 AM XEAZ (Capital Z-13)
Radio Zeta
490 Belle Vista #224
P (619) 473-1300
107.3 FM XHFG (Pulsar)
Uniradio Corp.
San Diego, CA 92108
P (619) 497-0600
www.uniradio.com
107.7 FM XRST (Digital)
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
[email protected]
950 AM XKAM (Radio Formula)
8428 La Mesa Blvd.
La Mesa, CA 91941
P (619) 466-3776
[email protected]
1130 AM KSDO (Radio Nueva Vida)
Radio Nueva Vida Network
344 F St., Ste. 200
P (619) 210-2555
1470 AM XRCN (Radio Hispana)
Uniradio Corp.
San Diego, CA 92108
P (619) 497-0600
www.uniradio.com
Research
Meneses Research & Associates
1996 Frankfort St.
San Diego, CA 92110
P (619) 276-5335
www.menesesresearch.com
Contact: Walter Meneses
[email protected]
TNS Market Development, Inc.
600 B St., #1600
San Diego, CA 92101
P (619) 232-5628
www.tns-md.com
San Diego County
San Diego County
Water Authority
4677 Overland Ave.
San Diego, CA 92123
P (858)-522-6703
www.sdcwa.org
Contact: John Liarakos
[email protected]
Television Stations
Channel 12, XEWT (Televisa)
Energy Communications Corp.
637 Third Ave., #B
P (619) 585-9398
Contact: Geri Ibarra
[email protected]
www.xewt12.com
Channel 15/41, AZSD
(Azteca America)
The McGraw-Hill Companies
4600 Air Way
San Diego, CA 92101
P (619) 237-7915
Contact: Steve Blanco
www.aztecasd.com
104.5 XLTN (Radio Latina)
Imagen Group
P (619) 336-7800
www.1045radiolatina.com
Channel 17, KBNT (Univision)
Entravision
Communications Corp.
5770 Ruffin Rd.
San Diego, CA 92123
P (858) 576-1919
Contact: Russ Haberle
www.univision17.com
106.5 FM KLNV (La Nueva)
Univision Radio
600 West Broadway, Ste. 2150
San Diego, CA 92101
P (619) 235-0600
www.univision.com
Channel 21, XHTT (TV Azteca)
8900 Grossmont Blvd., Ste. 4
La Mesa, CA 91941
P (619) 466-3776
www.mediaccesspartners.com
Channel 27, XHJK (TV Azteca)
8900 Grossmont Blvd., Ste. 4
La Mesa, CA 91941
P (619) 466-3776
www.mediaccesspartners.com
Channel 29, KSDX (Lieberman)
Cisneros Enterprises
1761 Hotel Circle So. #244
San Diego, CA 92108
P (619) 297-2005
Channel 33, XHAS (Telemundo)
Entravision
5770 Ruffin Rd.
San Diego, CA 92123
P (858) 576-1919
www.telemundo33.com
Channel 36, KDTF (Telefutura)
Entravision
5770 Ruffin Rd.
San Diego, CA 92123
P (858) 576-1919
www.kbnt.entravision.com
860 AM XEMO (La Poderosa)
Uniradio Corp.
5030 Camino de la Siesta #403
San Diego, CA 92108
P (619) 497-0600
Contact: James Smith
[email protected]
www.uniradio.com
Channel 39, NBC 7/39
NBC San Diego
225 Broadway, Ste. 300
San Diego, CA 92101
P (619) 578-0487
www.nbcuni.com
Channel 43, KBOP
(Mi San Diego)
NBC San Diego
225 Broadway #300
San Diego, CA 92101
P (619) 578-0487
www.misandiegotv43.com
Channel 45, XHBJ (Televisa)
637 Third Ave., #B
P (619) 585-9398
www.xewt12.com
Channel 57, XHUAA (Televisa)
637 Third Ave., #B
P (619) 585-9398
Contact: Geri Ibarra
[email protected]
17
Translations
Hussong Translations & Interpreting
P.O. Box 5020
Chula Vista, CA 91912-5020
P (619) 865-3498
www.hussongtranslation.com
Contact: Gabriela Hussong
[email protected]
Local Concept
1510 Front St., Ste. 200
San Diego, CA 92101
P (619) 295-3682
www.localconcept.com
Contact: Michael Cardenas
[email protected]
Video Production
AVI Systems
7270 Trade St., Ste. 102
San Diego, CA 92121
P (858) 268-1100
www.avisystems.com
Contact: Alejandro Reyes
[email protected]
Marco Productions
1550 Broadway, Ste. N
P (619) 422-7719
Contact: Marco Cscobedo
[email protected]
Ray Hourani
12998 Texana St.
San Diego, CA 92129
P (619) 254-3113
www.rhtvpro.com
Contact: Ray Hourani
[email protected]
San Diego Production Centre
7854 Ronson Road
San Diego, CA 92111
P (858)-573-9313
www.sdpcentre.com
Contact: Steve Zatarain
[email protected]
Satellite Video Productions, Inc.
5111 Santa Fe St., Ste. F
P (858) 483-4151
www.satellite-inc.com
Aviatech, LLC
4350 Executive Drive, Suite 200
La Jolla, CA 92121
P (858) 777.5006
www.aviatech.com
Contact: Tonya Mantooth
[email protected]
Sevilla Video Productions
2521 Bancroft St.
San Diego, CA 92104
P (619) 977-5940
www.sevillaproductions.com
[email protected]
Cinema Verde
7323 El Cajon Blvd.
San Diego, CA 92115
P (858) 518-0487
www.cinemaverde.net
Contact: Mario Ortiz
[email protected]
Transborder Communications
641 E. San Ysidro Blvd. Suite B3 - 105
San Ysidro, CA 92173
P (619) 395-2813
Contact: Hector Moiina
[email protected]
www.transbordercommunications.com
First Strike Creative TV
427 C St., Ste. 400
San Diego, CA 92101
P (619) 876-4555
www.1ststrikecreative.tv
[email protected]
Groovy Like A Movie
5205 Kearny Villa Way suite 200
San Diego, Ca. 92123
P (858) 715-0300
F (858) 715-8538
www.groovylikeamovie.com
Contact: Laura E. Villarreal
[email protected]
18
Websites
Enlacelink – Enlace
The San Diego Union-Tribune
350 Camino do la Reina
San Diego, CA 92108
P (619) 293-2914
www.mienlace.com
Hispanic Market Weekly
2625 Ponce de Leon Blvd., Ste.285
Coral Gables, FL 33134
P (305) 448-5838 Ext. 14
www.hispanicmarketweekly.com
Contact: John Voss
[email protected]
Salud + Health Info Option
P.O. Box 3150
P (619) 427-4111
www.infooption.com
Contact: Martha Plozola
[email protected]\
Where Was I?
4809 Clairemont Square, Ste. 347
San Diego, CA 92117
P (619) 260-8353
www.wherewasi.com
Contact: Esteban Villanueva
[email protected]
COMMERCIAL PRESS
YOUR AD
HERE!
19
Research
Research
DEMOGRAPHIC PROFILE
How to use this information: The following is provided with source documentation so
the reader can see the range of data available. It is recommended that researchers consult
the original source documents to ensure the appropriate information for specific projects.
A very special thank you to Santiago Ogradón Cortés, Director of Research & Marketing of
Energy Communications Corp. and Paula Gomez, Marketing and Research Manager,
Univision KBNT-17, for all of their assistance in compiling and updating the information in
this section.
U.S. Hispanic
Hispanic Market
Market
U.S.
U.S. Hispanic Population
% U.S. Hispanic Density
U.S. Hispanic Households
World Rank on Size
Projected Total U.S.
Hispanic Population
Purchasing Power
Mean Household Income
41,719,6531
14.6% or 1 out of every 7
persons in the U.S.1
12,140,0001
4th largest Hispanic market
in the world1
By 2027:
75,050,2522
$845.2 Billion Annually2
• Over $2.3 Billion
spent each day
• Projected to reach
$1.2 Trillion by
20122
$68,219 Annually2
44,849,0005
persons in the U.S. 5
12,650,000_
2nd largest national
Hispanic population in the
world5
By 2025:
72,200,0006
$704.6 Billion Annually
• Over $1.96 Billion
spent each day
• Projected to reach
$1 Trillion by 2010
$62,042 Annually
Spanish Language Usage
• Spanish-language is the ONLY way to effectively reach the $3.1 Billion Tijuana
3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com
Consumer Market.
• 88% of Hispanics in San Diego speak Spanish1
• 91.3% of all Hispanic households in San Diego County use Spanish-language
media. 6
• Culture and language are reinforced daily, resulting in a higher usage of
Spanish-language media.
Comprehension of Spanish-language ads: 23
•
•
20
Spanish-language ads have a much higher comprehension level than ads in
English.23
Ads in Spanish can reach over 85% of the San Diego Hispanic market with
impact.
Spanish-language
ads
are
more
HISPANIC MARKETING
COUNCIL - RESOURCE
GUIDE
2008
- 2009persuasive:
•
23
Ads in Spanish are significantly more effective than in English, even among
California
California Hispanic Market
% of Total U.S. Hispanics in
California
% Hispanic Density of
California
29.7% of U.S. Hispanics live
in California5
11,913,8365
• California has 58%
more Hispanic
population than
Texas, which has
the second highest
population5
34.3% of California’s
population is Hispanic5
DEMOGRAPHIC PROFILE
California Hispanic
Population
U.S. Hispanics live in
California1
12,291,0861
• California has 56%
more Hispanic
population than
Texas which has the
second highest
population1
35% or 1 out of every three
persons in CA is Hispanic1
SanDiego
Diego-–Tijuana
San
Tijuana Hispanic Market
Spanish-language is the ONLY way to effectively reach the $3.1 Billion Tijuana
Consumer Market.
• 88% of Hispanics in San Diego speak Spanish1
• 91.3%
San Diego market
County use Spanish-language
U.S. Ranking
Sizeof all Hispanic households
4th largestinHispanic
3rd largest Hispanic market
media. 6
1,4
in the U.S.
in the U.S.
• Culture and language are reinforced daily, resulting in a higher usage of
Total San Diego-Tijuana
Spanish-language media.
•
Hispanic Population
2,426,0001,4
2,988,6005, 13
1,4
Total Hispanic Households 584,851
628,277
% Hispanic Density
86.5% Hispanic density in
50% or nearly 3 out of
1,4
5 persons
• Spanish-language ads the
haveregion
a much higher comprehensionevery
level than
ads in in the
region is Hispanic
English.23
• Ads in Spanish
market
with Annually5, 12
Total Purchasing
Powercan reach
n/aover 85% of the San Diego Hispanic
$17.6
Billion
impact.
• Over $48.2 Million
23
Spent Daily
Spanish-language ads are more persuasive:
•
•
•
Ads in Spanish are significantly more effective than in English, even among
bilinguals.
Ads in Spanish are 4.5 times more persuasive than ads in English.
Spanish language ads post 61% better ad recall.
Spanish-Language Ads Establish Rapport:
Spanish-language remains at the heart of the culture and is the language in
which buying decisions are made.
• Ads in Spanish are the only way to reach monolingual and Spanish dominant
3760 Convoy Street,
Suiteon
219,
Sansides
Diego,
Hispanics
both
of CA
the 92111
border.t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com
• The only way to effectively reach out and establish immediate rapport with the
bilingual population.
• Immediately exemplifies your commitment and respect for the Hispanic
community.
• Most of all, ads in Spanish have a much higher comprehension level and GET
RESULTS for a higher return on your advertising investment.
•
21
DEMOGRAPHIC PROFILE
Total Hispanic Population
% Hispanic Density
826,0001
951,2000
1
persons in the DMA is
persons in the DMA is
SanHispanic
Diego Hispanic
Hispanic Market
San
Diego
MarketHispanic
Total Hispanic Households 227,5301
256,200
2
Total Purchasing Power
$18.3 Billion Annually
$14.542 Billion
U.S. Ranking
14th1• Over $50 Million
14th 24
1
Total Hispanic Population
826,000Spent
951,2000
Daily
1 2
%
Hispanic
Density
29.5%
31.7%
or191 out of every 3
Mean
Household
Income
$78,494or 1 out of every 3
$56,734
persons
in the
DMA
persons
in the
DMA
• San
Diego
is is
• San
Diego
is is
Hispanic
Hispanic
considered one of
considered one of
1
Total Hispanic Households 227,530the most affluent
256,200the most affluent
2
$18.3 Billion
$14.542out
Billion
out ofAnnually
all the major
of all the major
• Over
$50 markets
Million in
Hispanic
Hispanic markets in
Spent
the U.S.Daily
the U.S.
2
Mean
Household
Income
$78,494
$56,734
Hispanic Cable Penetration 60.4% of San Diego
61.8% of19San Diego
• San
Diego is
• San
Diego is
Hispanic
Households
Hispanic
Households
3
considered
considered
subscribe
to cable one of
subscribe
to cable one of
1
the
most
affluent
the
most
affluent
Household Size
Hispanic: 3.6 persons
Hispanic: 4.2
persons
out of all2.4
the
major Non-Hispanic:
out of all2.9
the
major
Non-Hispanic:
persons
persons
1
Hispanic
markets
in
Hispanic
markets
in
Median Age
Hispanic: 26 years
Hispanic: 25.6 years
the U.S. 39 years
the U.S. 40.2 years
Non-Hispanic:
Non-Hispanic:
1
Hispanic
Cable Penetration 60.4%
of12-17
San Diego
61.8%
of0-11:
San Diego
Age Profile
Persons
Persons
Hispanic
Households
Hispanic
Households
• 33% Hispanic
• 25.1% Hispanic
3
subscribe
to
cable
subscribe
to cable
• 20% Non-Hispanic
• 13.8%
Non-Hispanic
1
Household Size
Hispanic:
3.6 persons
Hispanic:
4.2 persons
Persons 18-34
Persons 12-17
2.9 persons
Non-Hispanic:
2.4 persons Non-Hispanic:
• 31% Hispanic
• 10.7% Hispanic
1
Median Age
Hispanic:
26Non-Hispanic
years
Hispanic:
25.6
years
• 22%
• 7.2%
Non-Hispanic
Non-Hispanic: 40.2 years
Non-Hispanic:
39 years
Persons
18-49
Spanish
Language
Usage Persons 18-34
1
Age Profile
Persons
12-17
Persons
0-11:Hispanic
• 51% Hispanic
• 31%
33%
Hispanic
• $3.1
25.1%
46% way
Non-Hispanic
23.7%
Non-Hispanic
• Spanish-language is •the ONLY
to effectively reach the
BillionHispanic
Tijuana
Consumer Market.
• 20%
• 13.8%
Persons
50+Non-Hispanic
Persons
35-54Non-Hispanic
• 88% of HispanicsPersons
in San Diego
speak Spanish1
18-34
Persons
12-17Hispanic
• 16%
Hispanic
• 23.6%
• 91.3% of all Hispanic households in San Diego County use Spanish-language
• 31%
• 10.7%
34% Hispanic
Non-Hispanic
31.5% Hispanic
Non-Hispanic
media. 6
•
22%
Non-Hispanic
•
7.2%
Non-Hispanic
Persons
• Culture and language are reinforced daily, resulting in
a higher 50+
usage of
Spanish-language
media. 18-49
Persons
Persons
18-34
• 9.6%
Hispanic
• 51% Hispanic
• 31%
Hispanic
23.8%
Non-Hispanic
•
46%
Non-Hispanic
•
23.7%
Non-Hispanic
Media Usage
Among
San
88%
of
Hispanics
in
San
86.2%
of
Hispanics
in San
1
Persons
50+ Spanish
Persons
35-54Spanish14
Diego Hispanics
Diego speak
Diego speak
• have
16%
Hispanic
• level
23.6%
• Spanish-language ads
a much
higher comprehension
than Hispanic
ads in
English.23
• 34% Non-Hispanic
• 31.5% Non-Hispanic
• Suite
Ads in
Spanish
can reach
over 85%
of the San Diego
Hispanic
3760 Convoy Street,
219,
San Diego,
CA
92111
t:
858.576.9833
f:
858.576.9846
www.sandiegoadclub.com
Personsmarket
50+ with
impact.
• 9.6% Hispanic
23
• 23.8% Non-Hispanic
Spanish-language ads are more persuasive:
Media Usage Among San
88% of Hispanics in San
86.2% of Hispanics in San
• Ads in Spanish are
significantly
effective
than inDiego
English,
even among
1
Diego Hispanics
Diego
speak more
Spanish
speak
Spanish14
bilinguals.
• Ads in Spanish are 4.5 times more persuasive than ads in English.
• Spanish language ads post 61% better ad recall.
Spanish-Language Ads Establish Rapport:
Spanish-language remains at the heart of the culture and is the language in
which buying decisions are made.
• Ads in Spanish are the only way to reach monolingual and Spanish dominant
Hispanics on both sides of the border.
• The only way to effectively reach out and establish immediate rapport with the
•
22
The Rapid Growth of San Diego’s Hispanic Market
The
San Diego’s
Diego’s Hispanic Market
Market
The Rapid Growth of San
Ethnic Group
Total Births
% of Total
Ethnic Group
Total Births
% of Total
Hispanic
19,594
44.6%
Hispanic
19,594
44.6%
Anglo
16,144
36.7%
Anglo
16,144
36.7%
Asian/Pacific
Islander
4,225
9.6%
Asian/Pacific Islander
4,225
9.6%
Black
2,296
5.2%
Black
2,296
5.2%
Pacific Islander*
267
0.6%
Pacific Islander*
267
0.6%
American
Indian*
205
0.5%
*Non-Hispanic
American Indian*
205
0.5%
DEMOGRAPHIC PROFILE
Birthrates:
Birthrates:
In San Diego County, Hispanic total births continue to outpace the total number of
In San births.
Diego 10
County, Hispanic total births continue to outpace the total number of
Anglo
10
Anglo births.
Hispanics
comprise 1/3 of the population yet they account for nearly _ of all births in
Hispanics comprise 1/3 of the population yet they account for nearly _ of all births in
the County
the County
*Non-Hispanic
Total +/ Population Growth: 1990 to 2003 10,11
10,11
Totalis+/
Population
Growth:
1990oftoall2003
This
correct
– 330,353
is 71.3%
the growth*
see note in email.
This
is
correct
–
330,353
is
71.3%
of
all
the
growth*
notefrom
in email.
Hispanics account for 71.3% of all growth in San Diego see
County
1990 to 2003.
Hispanics account for 71.3% of all growth in San Diego County from 1990 to 2003.
Total
Total
Population
% of Growth
% of Growth
Population
Growth
Growth
Hispanic
+64.7%
+330,353
Hispanic
+64.7%
+330,353
Asian/Pacific
Islander
+54.4%
+100,690
Asian/Pacific
Islander
+54.4%
+100,690
Black/African
+8.5%
+12,788
Black/African
+8.5%
+12,788
American
American
White*
-4.5%
-74,274
*Non-Hispanic
White*
-4.5%
-74,274
*Non-Hispanic
Hispanic Becomes the Majority by 2036: 11
As early as 2036, the Hispanic population in San Diego County will comprise the
largest segment of the overall population. Hispanics will make up 40.7% or 2 out of
every 5 persons.
Total
% of www.sandiegoadclub.com
3760 Convoy Street, Suite 219, San Diego, CA 92111
t: 858.576.9833 f: 858.576.9846
Population
Population
3760 Convoy Street, Suite 219, San Diego, CA 92111
t: 858.576.9833 f: 858.576.9846
www.sandiegoadclub.com
Hispanic
Anglo
Asian/Pacific Islander
Black
American Indian
1,974,288
1,959,915
637,950
261,922
19,223
40.7%
40.4%
13.1%
5.4%
0.4%
23
DEMOGRAPHIC PROFILE
The
Tijuana
The Tijuana Consumer
Market
Consumer Market
Total Population4
Total Households4
Population Distribution4
2,037,400
370,520
Tijuana, Tecate, Rosarito
•
Over $3.1 Billion is spent annually in “San Diego”
County.12
• That’s an estimated $5.5 MILLION minimum spent
daily by Tijuanans. 12
• Tijuanans account for 8% of all retail sales in San
Diego County, generating millions of dollars in
revenues for local municipalities. 13
Occupation17
Tijuana is considered one of the most affluent markets in all
of Mexico
• 54% White Collar
• 36% Blue Collar
• 7% Unemployed
• 3% Other
Tijuana: 5.0 Persons/Household 13
SD Hispanic: 4.2 Persons/Household 5
SD Non-Hispanic: 2.9 Persons/Household 15
Tijuana: 24.8 years of age 16
San Diego Hispanic: 25.6 years of age 8
San Diego White: 40.2 years of age 8
Tijuana:16
SD Anglo:8
0-19
44.2%
21.9%
20-34
31.0%
48.2%
35-54
17.9%
31.8%
55+
6.9%
26.1%
Tijuana:
68.0% 18
S.D. Hispanic:
41.3% 19
S.D. Non-Hispanic: 66.8% 19
The San Diego-Tijuana border is the busiest in the world
• 60.1 million border crossings/year
• 82% crossed the border in passenger cars20
68.0%
Shopping
12.7%
Working in San Diego
12.0%
Social Visits
2.1%
School
1.9%
Leisure
1.9%
Other
0.9%
Medical
Larger Families
Median Age
Age profile
Home Ownership
Border Crossings
Purpose of Trip to U.S.20,22
24
Top Hispanic Advertising
Expenditures San Diego 2007
Broadcast
Advertiser
Ford
Verizon Wireless
Toyota
McDonald’s
Cricket
Nissan
Honda
Wells Fargo
AT&T Wireless
Jeep
GMC Truck
Olive Garden
Vons
JC Penney
Mervyn’s
Mazda
Jack-in-the-Box
Cingular Wireless
Sprint Wireless
Albertson’s
Amount
$2,311,624
$1,232,630
$1,098,765
$997,256
$923,622
$901,532
$615,076
$521,710
$504,751
$444,470
$440,270
$398,310
$387,755
$379,294
$369,920
$356,505
$326,535
$317,329
$289,037
$277,675
Print
Advertiser
Sears
K-Mart
Target
Mervyn’s
Washington Mutual
Sycuan
Wal-Mart
Albertson’s
Kohl’s
Cricket
Sprint Wireless
Bank of America
Vons
Union Bank
Valley View Casino
Café Sevilla
Marie Calendar’s
Arby’s
Ralphs
Amount
$430,869
$405,807
$262,185
$221,760
$137,965
$117,612
$108,141
$90,938
$89,100
$63,961
$52,970
$35,778
$25,330
$24,158
$22,952
$18,854
$17,770
$17,609
$66,456
Source: VMS Voicetrak, San Diego Hispanic 1st-4th Qtr 2007
25
SCARBOROUGH SAN DIEGO
The following are some highlights from Scarborough’s 2007
Release II Data. It gives an impressive comparison of Hispanic
consumers and shows the sheer purchasing power of this
younger, rapidly growing and affluent San Diego Hispanic
consumer market.
Take note, this reflects the consumer profile of Hispanics
in San Diego only, and does NOT include the Tijuana consumer
market and their annual $3.1 Billion expenditures in
San Diego County.
*Note: as of January 2004, Mexican Nationals can now purchase new vehicles in the U.S. without paying import tax – another opportunity for local New Car Dealerships.
INTERNET PURCHASES IN THE PAST 12 MONTHS:
Hispanic:
$643
Mean amount per household
Non-Hispanic: $1,193 Mean amount per household
Total Spent by San Diego Hispanics: $139.2 Million
FULL-TIME EMPLOYMENT STATUS
(35 hours or more/week)
HISPANIC
Employment full-time: 51.5% 149,986 or 88% of all Tijuana Households who plan to
buy a vehicle in the next 12 months will purchase it in
San Diego. If they only spent the mean amount spent
for a used vehicle $7,105 by S.D. Hispanics, then Tijuanans
would spend an estimated $1.1 Billion in San Diego.
NON-HISPANIC
50.5%
MEAN # OF PERSONS EMPLOYED PER HOUSEHOLD
Hispanic:
2.06 Persons per Household
Non-Hispanic
1.46 Persons per Household
MEDIAN MARKET VALUE OF OWNED HOME:
Hispanic:
$554,243
Non-Hispanic
$639,627
SAN DIEGO HISPANIC CONSUMER
CATEGORY SPENDING LEVELS
ANY VEHICLE BOUGHT “NEW” IN SAN DIEGO IN THE
LAST 12 MONTHS:
18.4% or nearly 1 out of every 5 new vehicles was bought by Hispanics.
15.6% or nearly 1 out of every 6 vehicles was leased by Hispanics.
29.2% or nearly 1 out of every 3 used vehicles was bought by
Hispanics.
AMOUNT PLANNED FOR A NEW VEHICLE IN THE NEXT 12
MONTHS:
Hispanic:
$27,596 Mean $ Amount per Household
Non-Hispanic: $24,623 Mean $ Amount per Household
Total to be Spent by San Diego Hispanics: $2.0 Billion
• Hispanics comprise 39.5% of all San Diegans planning to
buy a New Vehicle or Lease a Vehicle within the next 12
months (total of 82,775 buyers), and make up 36.1% of all
San Diegans planning on buying a Used Vehicle (total of
113,826 buyers).
ALL HOME IMPROVEMENTS IN THE PAST 12 MONTHS:
Hispanic:
$2,244 Mean amount per Household
Non-Hispanic: $2,591 Mean amount per Household
Total Spent by San Diego Hispanics: $479.2 Million
CELL PHONE SERVICES PAST 12 MONTHS
Hispanic:
$1,003 Mean amount per Household
Non-Hispanic: $879
Mean amount per Household
LONG DISTANCE PHONE SERVICES PAST 12 MONTHS:
Hispanic:
$365
Non-Hispanic: $309
DEMOGRAPHIC PROFILE - SCARBOROUGH SAN DIEGO
DEMOGRAPHIC PROFILE
2007 Release II
TIJUANA ADDITIONAL VEHICLE SALES OPPORTUNTIES:
APPAREL ITEMS BOUGHT IN THE PAST 12 MONTHS:
Children’s Clothing
• 37.4% or 216,432 consumers were Hispanic
• Mean Spent by Hispanics: $217.09 (vs. $259.72)
• Hispanics spent $47 million last year
Infants Clothing
• Mean Spent by Hispanics: $203 (vs. $180)
• Hispanics spent $28.3 million last year
Athletic Shoes
Women’s Shoes
26
SCARBOROUGH SAN DIEGO
Men’s Shoes
TOTAL MEAN DOLLARS SPENT BY
SAN DIEGO HISPANICS ON HOUSEHOLD ITEMS:
Cosmetics, Perfumes, or Skin Care Items:
Furniture……………………………….$226.0 million
Hardware, Building, Paint,
Lawn, Garden Items……………………$276.5 million
Carpeting Or Floor Covering…………..$114.3 million
Television sets .……………………........ $185.7 million
Draperies, Blinds
Other Window Treatments ..…………..$ 61.0 million
Stereo equipment/Home Music System…$ 50.9 mil.
Camera or accessories...…………….…$ 62.8 million
Women’s Business Clothing:
Women’s Casual Clothing/Sportswear:
Men’s Business Clothing:
ITEMS/SERVICE HISPANIC HOUSEHOLD
PLANS TO BUY IN THE NEXT 12 MONTHS:
Video Game System
49.3% or 48,103 buyers will be Hispanic
MP3 Player
Men’s Casual Clothing/Sportswear:
Computer
HOUSEHOLD ITEMS BOUGHT IN THE PAST
12 MONTHS:
Mattresses
Video Game System
28.4% or 175,852 consumers were Hispanic
Digital Camera
Stereo Equipment/Home Music System
Wireless/Cell Service for self
Furniture
Wireless/Cell Service for Other Household Member
Carpet or Floor Covering
Mattresses
Draperies, Blinds, Other Window Treatments
Hardware, Building, Paint, Lawn, Garden Items
Camera or accessories
27
*Bought in the past 12 Months
Furniture
SOURCES
DEMOGRAPHIC PROFILE - SOURCES
1. Nielsen Universe Estimates 2008
28
2. Global Insight – 2007 Hispanic Market
Monitor
10. Calif. Dept. of Health Services, Birth
Records. Table 2-33: “Live Births By Race/
Ethnic Group Of Mother, California
Counties and Selected city Health
Departments, California,” 2004
17. Hispanic Marketing Research
Corporation Tijuana Market Study 1990
18. 2000 INEGI XI Census (El Instituto
Nacional de Estadistica Geografia e 11. State of California Department of Finace Informática).
County Population Projections with 4. Instituto Nacional de Estadistica Geografia Race/Ethnic Detail, Sacramento, California 19. Scarborough – San Diego 2007 e Informatica (INEGI) 2005, Census 2000 – December 1998. No ethnic updates
Release II
Principales Resultados por Localidad (total available as of 5/04
de viviendas)
20. Customs & Border Protection: Border 12. San Diego Dialogue June 1999.
Crossing for San Ysidro and Otay 5. Synovate 2006 – U.S. Hispanic Market Ports of Entry combined for FY 2005.
Report
13. Instituto Nacional de Estadística Geografía e Informática INEGI) 2002, 21. Estimated Economic Impact of
6. Strategy Research Corporation – 2002 –
Projections
Border Wait Times at San Diego
U.S. Hispanic Market Blue Book
Baja California Region – conducted 14. Scarborough – San Diego 2006 Release I
by SANDAG April 5, 2005
7. U.S. Census Bureau, Census 2000 actuals.
15. Final 2030 Cities/County Forecast, 22. SRC San Diego Hispanic Market 8. Instituto Nacional de Estadistica Geografia SANDAG, Dec.2003
Study – Crossborder Shopping 1989
e Informatica (INEGI) 2005, Census 2000 – Principales Resultados por Localidad (total 16. 2000 Strategy Research Corporation23. RRG – Peter Roslow Research Group, de viviendas)
Tijuana popultions estimates (Tijuana Inc. –2000s
DMA: Tijuana, Tecate & Rosarito)
9. SANDAG, Current estimates Feb. 2004
24. Nielsen Hispanic Station Index,
November, 2007
3. Nielsen Nov-07 Hispanic Cable Universe Estimates
www.aldelinodesign.com
www.creativehotlist.com/adelino

Hispanic Marketing Day Agenda

Transcription

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