Nov 23, 2018 | Insights, Marketing
Happy holidays! The season kicks off with Thanksgiving, which is one of my favorite American holidays as it allows time to PAUSE and reflect on what I’m grateful for. As with any holiday, I try to carve out quiet time to read. With that in mind, I’d like to recommend...
Aug 6, 2018 | Insights, Marketing
Exciting news! My wife and I welcomed our baby daughter, Maya, into the world last week. To celebrate our new Mexican-American daughter, I am giving away my “Gringo Latino” T-shirts, available in green and white*, to anyone who shares this blog post and accompanying...
Oct 10, 2017 | Insights, Marketing
Recently, I had the opportunity to work with the team at The Valentine Museum in getting the word out about an exhibit telling the oral histories of the Latino population in Richmond, VA called, Nuestras Historias: Latinos in Richmond. Here are the highlights of this...
Feb 29, 2016 | Insights, Marketing
My family and I wish you great things in this leap year. May your leaps be inspired and boundless! Paramount Books is now offering my book Latino Link: Building Brands Online with Hispanic Communities and Content on sale for $19.95 (originally $34.95). I...
Dec 14, 2015 | Insights, Marketing
Whenever I hear the term “Total Market Approach” to Hispanic marketing, I scrunch my face in doubt since it strikes me as a “one size fits all” path to cost reduction. Perhaps some marketers do use it to avoid the difficult work in segmenting multicultural audiences...
Feb 19, 2015 | Insights, Marketing
Rob Casas and Roger Kline of Norwegian Cruise Line wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps). Click here to read the first excerpt and second excerpt. Background...
Dec 18, 2014 | Insights, Marketing
Carlos Espindola, Digital Head for Latin America at 3M, wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps), which was translated by Madalena Sánchez Zampaulo of Accessible...
Nov 18, 2014 | Insights, Marketing
Ximena Morena of Procter & Gamble wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. CONTEXT SoloEntreAmigas is P&G’s pan-regional content marketing effort across Latin America, including Mexico, Argentina,...
Aug 13, 2014 | Insights, Marketing
Following is the case study of a recent project that I worked on involving how to develop and implement a social media strategy for events and festivals. BACKGROUND The Virginia Hispanic Chamber of Commerce (VAHCC), a Richmond-based non-profit, creates, promotes and...