A few years ago, De Beers diamonds launched an award-winning marketing campaign aimed at professional women in their mid-thirties. The campaign’s infamous tagline “Ladies, raise your right hand” was based off the idea that single women could have and wear a solitaire if they wanted to…and they didn’t need a man to purchase it for them. That year, De Beers saw an increase in its non-bridal diamond sales by 15%. I’m not sure if De Beers capitalized on or started the trend, but women’s celebration of their singlehood and the empowerment that stems from it continues to grow.

A report released by the Pew Research Center in December 2011 shows that US marriages are at an all time low, and that women who are getting married are doing so later in life. Education, career and an increasing list of interests have been cited as reasons why women seem to be delaying marriage, if they marry at all. Apparently, Latinas are picking up on this trend, and they are jumping aboard. According to Pew Hispanic Center, there has been an overall increase in the number of young Latinas putting off marriage until their late 20s or mid 30s. Among Latinas, the major cause for this delay is the pursuit of higher education and entering the workforce. Women are becoming more independent, more empowered – and the possibilities are endless!

Enter new marketers celebrating this independence…Citibank and Honda are two recent examples. Each presents women in situations where marriage is “postponed” for other interests and goals. I guess we’ll have to see if they too enjoy De Beers’ success.

P.S. I have yet to see marketers celebrate Latina singlehood as directly as these other examples. Then again, my geographical location limits that exposure. If you have any examples, please share!

True to the American concept of “e pluribus unum,” Latinos in this country are from many different ethnicities and corresponding native cultures, yet we are a group that shares many defining cultural values and a Spanish heritage, whether you believe it’s a good thing or not. We see ourselves as both different and the same in many ways from non-Latinos but also from other Latinos in the U.S., and from other countries, further debunking the convenient generalizations associated with being “Hispanic.”
So for all of us that are Latino, and for all others interested in benefitting from a better understanding of this new American that is driving both population and economic growth in this country, there’s a list of 11 films from 2011 courtesy of our friends at NALIP.org (National Association of Latino Independent Producers) and Remezcla.com, that you shouldn’t miss. These films are by and about people that are native to the Americas and/or of Spanish descent, or from Spain. They are pretty much a crash course full of “Hispanic insights” about who we are, how we see ourselves, how we live, our struggles politically and socially, on this side of the border as well as in our countries of origin, what we aspire to, what we take pride in, what we’re afraid of, what we believe in, how we speak, what makes us laugh and what makes us cry.

All you have to do is clic aquí: http://www.remezcla.com/2012/latin/11-latin-movies-you-probably-didnt-see-last-year-and-should
Watch the trailers, put these at the top of your Netflix cue, then grab a drink, grab una merienda, grab some family (friends count), and find a place to watch together. In some cases, you may want to have a box of tissues nearby, y también un tequilita o una botellita de ron. I guarantee these films will provoke thought, discussion and growth, and possibly an explosive outburst or two. One thing’s for sure: they will increase your understanding and if you’re lucky maybe even induce a good night’s sleep, which to those of us that lose sleep over the big issues facing our industry, is bliss.

Click here to view the embedded video.

¡Hasta mañana amigos!

Yes, our field of marketing has a plethora of subspecialties, but what are the fundamentals that a professional should be expected to know in order to tout the title of marketer and who are they?

Are marketers the creatives who generate the advertising ideas? Or is it the research and planning folks who seek and interpret the consumer insights? Or maybe it’s the account service folks; after all, they are closest to the client and therefore may best understand the client needs. No, wait! It’s gotta be the media pros, because they know how to reach consumers and have the biggest budget at the table, right? Or does the client reserve the right to the title marketer because they best understand the business objectives? Not soo fast. I suspect the digital whiz kids may believe that they, by virtue of owning multiple iPads, got this marketing thing licked.

Ya know, if you hang around the halls of marketing long enough, you may encounter a marketer or two. Funny thing is that they usually don’t seek the title “marketer.” They are too busy thinking. They come in different forms. Some are pensive, reflective-types…others perhaps a bit more charismatic. You know that you’re in the presence of one because they have this uncanny ability to weave it all together: the consumer insights, the creative idea, the media plan, an understanding of technology, the leadership of account management, the client’s business objectives and often a consideration or two beyond what anyone else would have ever considered.

I’m fortunate to say that I’ve ran into a marketer or two or three. Some have moved on. Others remain right here at Zubi Advertising. If you are ever fortunate enough to be in the presence of a marketer, take it in, listen, learn and share…if you do so, someday someone may refer to you as a marketer too.

This show was hyped up as a great potential crossover show, a comedy that had potential to deliver a unique audience. In my opinion, it will be lucky if it makes 6 episodes and if NCLR does not begin a boycott of CBS by next week. This is not Modern Family, where everyone is over the top and no one is singled out. This is a direct insult to any Latino living in the US, especially Mexican Americans. It is poorly written, poorly acted out and altogether bad.

I guess we don’t have to worry about our market leaving Spanish language television as long as these are the kind of shows the networks think will cross us over. Embarrassing.

Ya pasó la locura de las fiestas decembrinas. Atrás quedaron los mares de gente inundando los centros comerciales, las listas de regalos, los abrazos y los buenos deseos para darle paso a un año 2012 con bolsillos vacíos y gente temerosa de recibir los extractos bancarios de sus tarjetas de crédito.

Qué felicidad.

Ponerse el sombrero de Santa o del Niño Dios acarrea un derroche de felicidad sin prejuiciosos especialmente cuando las rebajas caen como copos de nieve y el consumismo nos coge de la mano y nos susurra en el oído, “mira esa chaqueta… está al 50%. Cómprala o te arrepentirás”. Son tentaciones muy inusuales para el hispano porque en países Latinoamericanos las rebajas son ínfimas o simplemente inexistentes y es un fenómeno aprovechado al máximo por la máquina de marketing que son los Estados Unidos.

Mis padres están de visita y a pesar de venir con frencuencia a Miami, como buen turista no dejan de pegarse la pasadita por los centros comerciales. En vista que no conocían al Aventura Mall y al no tener algo programado el 25 de diciembre, escuché las palabras ya vaticinadas como cual profecía de los Mayas: “¿por qué no vamos al Aventura Mall?”

Llegamos por la mañana y con gran sorpresa dimos vueltas por más de 20 minutos tratando de encontrar en dónde estacionar. Al entrar, vimos que al igual que la Serpiente tentando a Eva, miles de personas embistieron el Aventura Mall el 25 de diciembre atraídos por las rebajas. ¿Acaso no compraron todo Miami antes de Navidad?

Entiendo que más del 50% de personas son turistas los cuales vienen mental y finacieramente preparados para quemar dinero y posiblemente, comprar una maleta adicional en vista que lo comprado no cabe en el equipaje con que llegaron.

Pero a diferencia del turista, también está el hispano ya institucionalizado en los Estados Unidos y atraído por el sagaz marketing de rebajas que logran olvidar la mentalidad latina del ahorro y la de si no se tiene, no se compra. Punto. Este patrón es otra forma de cómo el hispano se ha ido entremezclado en la vida estadounidense donde todo se tiene, pero al mismo tiempo, nada se tiene porque todo se instala en una vida paralela donde las deudas rigen en un nivel dictarorial gracias a las irrisibles facilidades de financiamiento y absurdos descuentos difíciles de obviar.

Este, como lo han dicho varios economistas, es el problema nacional patrocinado por la mayoría de la población estadounidense que con el afán de tocar o tan siquiera rozar el sueño americano, viven en un círculo vicioso de gastos y compras sin importar las situación personal y cerrando los ojos frente a la situación económica mundial.

“Pero esa chaqueta me queda espectacular… qué va, es un tarjetazo no más. Igual la pago en 3 meses”.

I bet the sheer title of this blog caused you to open it in the hopes that there may be some amazing coupon that will help you save as much as you possibly can on your holiday shopping.
Every time I turn around I’m getting coupons in the mail and online for incredible percentage-off or BOGOs (Buy One, Get One free). While I’ve never really been a coupon clipper or a budget conscious shopper, lately I find myself getting excited and even bragging about how much I saved. BUT, how much am I really saving?
Macy’s for example has “amazing” deals I can’t resist. I’ve made quite a few jewelry purchases there, all beautiful, good quality items and with savings of more than half the retail value; 50% off, take another 15%, plus my 20% coupon. Before I knew it I was buying an item that retails at $400 for $136 plus tax. WOW!

Now question is; what did I really save? Of course I saved a ton off the retail price. After all, that’s the reason why I ultimately made the purchase. However, the reality is, I wasn’t planning on spending the discounted amount when I stepped up to the jewelry counter. I exceeded my budget because of the spectacular savings. So I didn’t REALLY save at all. This is how they get you. How can anyone resist these huge savings for quality goods?
Growing up in a household with an entrepreneur father, I know the reality of retail mark ups. I’m not even going to get into the percentage an item will go up from wholesale to retail before it will help to offset operational costs. What I will say is, more often than not, with all the savings tallied up, you’re still spending more than the actual cost of the item. After all, we must recognize that stores are not in the business of losing money.
As I continue to think about this savings phenomenon, I then think about the .com stores that provide designer items at insane prices (i.e., Gilt, Hautelook, etc). They also lure customers in with the tactic of massive savings but again, while 60% off sounds amazing, when you’re starting at $600, $240 for a pair of boots isn’t exactly cheap, especially during the holidays when you’re buying for upwards of 20 people.
Lastly, and the ultimate home driver for me is the “gift with purchase” tactic. I can’t tell you how many Lancôme bags and samples I have. All because it’s seemingly “free”. Although I have made very good use of my bags and samples, I’m certain I’ve paid 10 fold on that “free gift”.
All I’m saying is stick to your guns when you’re on a budget and don’t let the incredibly tempting bargains get to you or the aftermath of guilt will weigh you down.
How many purchases have you made outside of your budget because you found the DEAL OF THE CENTURY?
Here is a listing of sales tactics, which one got you?

http://www.yourmindyourbody.org/do-you-fall-for-bargain-pricing-tactics/

My dad was a “Company Man” – old school loyal, pledging allegiance to Pan Am’s sky blue like one would the motherland. He worked there for over thirty years, overnight shifts in the MIS department, wall-to-wall mainframe computers creating a bunker that hummed with a War Games-style buzzing punctuated by the zzzzttt-zzzzzztttt-zzzzzztttt of dot matrix printers creating constellations on endless reams of paper. That buzzing was his lifeblood, his heartbeat, connecting him to everything Pan Am in the wee hours of the morning. He liked that shift – 8pm to 6am – because it was peaceful, giving him a sense of control that stemmed from the intimacy of sitting in a still hall with all of that information, connecting the dots that (in his mind) kept everyone flying safely. He was King of the World – and that world revolved around Pan Am.
When the airline went under, it literally broke his heart. He loaded up on Pan Am books, bags, cutlery, glasses – I can still host a party for 50 using only Pan Am branded wine glasses – proudly brandishing his “Pan Am: Gone But Not Forgotten” license plate on the front of his car to invite conversation. His closest friends were from Pan Am, the same friends that introduced him to my mother, that traveled the world with him and always brought him home. He spoke about the airline as passionately as he did Cuba, both indivisible from his sense of self. When ABC launched the new Pan Am drama a few months ago, friends and family all agreed: “Your dad would have loved this!” “I immediately thought of him…” Most of us can’t see anything Pan Am without seeing him; the Company Man came to embody the brand.
I consider myself somewhat of a Company Girl, always have been. Before joining Zubi earlier this year, I had been with the same agency for almost 10 years, something almost unheard of in today’s professional landscape. Maybe it’s genetic, but I am quick to immerse myself when I know I am in the right place. The professional is still personal to me, something I want to help build with my peers; it makes a difference when we are all committed to the “we.” But, for the most part, the “Company Man” (or, in my case, wo-man) died in the 1970s and 80s amid mergers and reorgs, the re-engineering of business processes in a post-internet world finishing him off. Career paths were invented and the way we identified with our work was re-invented, with mobility not only expected but rewarded. What impact does this have on the way that we work? On the way that companies look at their teams and build them? Does it impact the actual work that we put out, keeping it fresher? What if we want to stay in the same place for a long time – what does that say about us? Or about the place we chose to call home?
My dad passed away in 2006. When he did, I got the initials “gbnf” tattooed on the inside of my left wrist: “Gone but not forgotten.” It’s in Pan Am blue, but it’s him I remember.

So, what is? What could give us that sought-after lingering happiness? Spending our money on experiences.

Looking back, my life’s top 10 are comprised of experiences – moments that I’ve shared with friends and loved ones. Not a single item or device made it to the list, so I’m beginning to understand what Professor Norton is getting at. In fact, I’ve been unknowingly following his principle for a few years now, especially as it relates to my family and the holidays. Instead of buying them gifts which, let’s face it, they may very well forget the next day; I’ve become an experience enabler. The money I would have spent on gifts, I spend on leisure activities that we all get to enjoy together. Whether it’s a road trip to a nearby city, a day out in the slopes, the beach, the park, the movies or dinner out, the point is that we’re doing it together, connecting as a family. My nephews may not remember how many WWE action figures they had or whose house Santa dropped them off at, but they are likely to remember experiences and who they shared those moments with. I know this is not the norm, but I highly recommend giving it a go. It’s surprisingly satisfying (in a lingering way) for both the giver and the grantee.

The reason? These moments amplify social connectivity and provide a deeper sense of meaning – all supporting happiness!

Happy Holidays!

You must be familiar with them, or have at least seen them all over your News Feed and Tweets
(does #aprendí or #tumundo ring a bell?). I would even venture to say that you’ve made up
your own and possibly used others’ (#ILoveCats or #Winning). They come in all lengths and
languages, but they have one common variable: they all begin with a hashtag.

This hashtag trend is nothing new; it all began with techies and early adopters of Twitter, and
has progressively gained its foothold among celebrities, tweens, and even brands. This is where
my fascination – or more importantly, blessing – of the hashtag lies.

Brands have a greater impact and lead in social media when they effectively use trends that
their target audience will easily adopt. One perfect example is #OldSpice, which spiked as a
result of the Old Spice Guy campaign with Isaiah Mustafa. Is it possible that a hashtag was a
catalyst for its popularity? It’s certainly something to consider.

The possibilities are many with a hashtag. I noted “blessing” earlier because it’s a valuable tool
for tracking users’ use of a brand’s hashtag – positive or negative – for agencies/marketers to
respond to. It’s also a viral source, a means to promote and be promoted.

Should you be intrigued by such a simple symbol that has taken social media by storm, check
out The New Yorker article about the hashtag phenomenon.

Personally, though, #IAmCurious…what is your #favorite hashtag