Seeking Alpha

Louis Victor's  Instablog

Louis Victor
Send Message
Lou Victor is the host of the syndicated radio show "Wall Street to Main Street" which is featured on the NAMC Radio. He has been involved in the financial industry for over two decades, on the retail and investment banking ends. He is also well versed in the advertising/marketing... More
View Louis Victor's Instablogs on:
  • Hispanic Consumers Should be on the Minds of Major Marketers In the United States

    It's Friday April 17, 2009 and it's time for me to dive a little deeper into a certain topic. Back in 2005 I did a write up on the topic of how marketers were really missing the mark as it relates to the Hispanic market, and just reviewing the current situation I decided to revisit this topic and just expanding on my current views on it.
     

    Over the past twenty-five years the buying power of the Hispanic community has almost tripled, even in this current economy those numbers continue to escalate. For the first time the U.S. Census has indicated that Hispanics have become the largest minority group in the United States today. They have reached this point five years earlier than reports projected eclipsing African Americans. Advertisers and their agencies have taken notice of this but will they really be able to connect with the Hispanic community.


     

    The greatest misconception that marketers as well as their advertising agencies still have is that all Hispanics are the same and they can be marketed to in the same manner. There are several different Hispanic groups in the US, and a marketer would be throwing their money away if they have come to the conclusion that they can advertise to a Puerto Rican community the same way they would advertise to a Cuban community.


     

    The Hispanic culture is both rich and diverse so first they must understand who their audience is before they can market to them. For example an advertiser would be foolish to create an advertisement that has a Puerto Rican flavor and market that in a Mexican or Cuban community. Lets take it even further, an advertiser will totally miss their target market if they figure that by running an advertisement in Spanish that is covers the total spectrum of the Hispanic community.


     

    The Hispanic community consists of both English and Spanish speaking people from different cultures. This is something that marketing directors have to begin to understand, until they understand they will never be able to take advantage of the large Hispanic population here in the US. Most marketers file in line to ride the bilingual trend, but in reality they haven’t done their homework, they would have greater results if they just created the campaign in English instead of stereotyping the Hispanic community.


     

    When a marketer just assumes that all Hispanics speak Spanish, react to Spanish or Spanglish type ads and have the same preferences, this is considered “Stereotype Marketing”. An example of this would be to market hip hop music to just the African American community, or to market pasta just to the Italian American community, when we know that all nationalities listen to hip hop music and everyone loves pasta, of course it sounds ridiculous, but marketers are doing this when they try to market to the Hispanic community.


     

    Marketers and their advertising agencies need to change their view, even four years after my write up on how they were missing the mark it still holds true, which amazes me, they are still looking at the Hispanic community as a group when in fact there are many factors that make up this “Group” and they must take into account the diversity which includes the country of origin, whether they are the first or second generation here in the US, and their general location


     

    For example a second generation Latino living in Texas would react differently to an ad that is geared toward a second generation Latino living in New York or a second generation Latino living in Miami Florida. Hispanics are like every other line of immigrants that have come to the United States, they aspire to do better for their families and embrace the American culture. It is very possible that close to half of third generation Latinos marry Non-Latinos, which should be a flashing sign for marketers.
     

     
    With President Obama sitting with leaders both in Mexico and Cuban, as well as other Latin American countries, we are sure to see not only an increase in the number of Hispanics in the United States but also an increase in trade between the United States and Latin American countries. I make mention of this because it will impact how the Hispanic communities through out the USA need to be viewed by marketers.
     
     
    Granted some commercials that I've seen have an appealing feel to them, and there are a few english speaking commercials that are fun on the Spanish Television Programs, but that is a select few marketers compared to the majors that may just be out of the loop with the times.

     
    With banks such as Citigroup, Astoria Financial, JPMorgan Chase and First Commonwealth coming out of the financial abyss little by little, and retailers such as Circuit City Stores going out of business and General Growth Properties becoming the most horrific bankruptcy in US history to date, you would think that generating interest from the Hispanic communities would be part of a marketers main focus and it may be in focus but in my opinion not enough to impact their bottomline.

     
    Next week on Wall Street to Main Street I will be speaking about Astoria Financial, First Commonwealth and the real estate market, and my views are my own, I do look for feedback from our readers/listeners so feel free to tweet me your questions or comments on these companies as well as other topics, we will try to provide a platform for the non-radio or non-financial personalities to voice their views and opinions. Just make sure to tweet me your first name and location so that you can get credit for your input.

    Remember that you can follow me on twitter at http://www.twitter.com/louvictor

     

    'Wall Street to Main Street'
    Tags: C, JPM, AF, FCF, GGP
    Apr 17 8:37 AM | Link | Comment!
  • Wall Street to Main Street April 14, 2009

     Welcome to another segment of Wall Street to Main Street, It was highly anticipated over the weekend that Goldman Sachs would do some type of raise to eliminate the TARP funds that they were given, not the TARP funds that they asked for the TARP funds that the U.S. Government put in their laps. There is a big difference with companies like General Motors or AIG asking for a bailout while other companies such as Goldman Sachs, JPMorgan Chase and even Wells Fargo having no choice but to take it.

     

    Poor Bank of America was nailed to the cross on that Merrill Lynch deal, a deal that the powers that be on Capital Hill asked them to do. Its like an older sibling telling you to do something ridiculous and turning his head the other way when you got in trouble.

     

    Goldman Sachs raising the capital to eliminate the debt is understandable, they are such a well rounded organization and produced some of the top talent in the financial industry from former Treasury Secretary Hank Paulson and CNBC’s Jim Cramer to the owner of the Tampa Bay Devils Rays Stu Sternberg, so they have a knack for producing the best of the best. They will be , if they aren’t already, the top brokerage company not only in the United States but globally. When Goldman dropped into the $80 range I though it was a travesty but it was a going with the market flow situation, but then in one of my articles I called it one of the biggest opportunities for investors as we head towards the biggest transfer of wealth in the United States since the 80’s.

     

    Other companies that fit the bill of rising from the ashes both stock price wise and business wise, and I am repeating myself from my earlier article, they include Citigroup, the company even with a 4 or 5 to 1 reverse split is still a bargain as it is just a matter of time before they split the company into two different companies, kinda reminds me of 1991 when the stock was at $4 and over 3-5 years jumped into the mid double digits. Others are JPMorgan Chase, Jamie Dimon is the KING of all banking, that stock as with Goldman and Wells Fargo was just a victim to the sector situation.

     

    Now lets jump to General Motors and Ford, not even talking about Chrysler as they are private and with Nardelli at the helm it just got a big “Whatever” from me, I see Ford being the last man standing, and General Motors at some point being merged into Ford. I think that General Motors should go bankrupt to stop the bleeding, eliminate the United Auto Workers Union as that has been a big strained on the growth of the US Auto Manufacturing industry and roll it right into Ford. A move like this would be the beginning of the US jumping head first into being the leader in Manufacturing once again.

     

    Granted with China opening the doors for US based companies to build manufacturing plants over there is presenting some challenges for other manufacturing sectors. So this is a one step at a time situation.

     

    Its amazing how the United States went from being a true powerhouse in the Manufacturing arena and being known as a manufacturing country to becoming a servicing country, that was the problem we forgot where we came from, but it seems as President Obama may be on the right track in repairing some of those mistakes in history.

     

    At some point this week I will be speaking about individual companies that are flying under the radar, and of course I do not have the line on all companies so I do look at the emails and Tweets that I get from listeners and readers of Wall Street to Main Street, so keep those coming.

     

    Remember that you can now find me on Twitter, I am new to it so looking for the support of our readers and listeners to make it a tool to keeping in tune with everyone as thoughts just flow through out the day, everyday but I do not write articles or do a show on every short thought I have on a situation.

     

    In closing for today I’d like to commend the United States Navy for their success in bring back Captain Phillips safely and to answer a number of emails from listeners/readers no I have not been invited to be on Bloomberg Radio as of yet.


    Follow me on Twitter as I try to build up my micro blogging skills to keep in touch with the readers and listeners of "Wall Street to Main Street" and the NAMC Radio.

    Lou Victor
    NAMC Newswire

    www.twitter.com/louvictor


    'Wall Street to Main Street'
    Apr 14 8:04 AM | Link | Comment!
  • Twitter Attracts The Likes of Jim Cramer, Howard Stern, P Diddy, Ashton Kutcher, President Obama and Even Myself

    Now lets talk about an explosion in the social networking circles, it was huge when MySpace broke out of the gate and the doubters piled on top of one another until their parent company Intermix Media was taken over by News Corp. The chuckles subsided and was replace by a big thump, wow why would News Corp waste their time and money to invest in that thing?, the simple answer is this , it is visionaries that make history not the sheep in business.

    MySpace was one of the hottest sites on the net having more page views than Google back when it was acquire in 2005, its membership based grew at alarming rates getting the attention of Microsoft and Yahoo at the time. The next big social networking injection was Facebook, it was geared mostly towards the college crowd but grew to the high school crowd and way beyond.

    Enter stage left recently is Twitter, www.twitter.com , and for those that have been living under an social networking rock over the past year, this new dog in the pound seems to have a wee bit more of a bite than Facebook or MySpace anticipated. It is a social networking slash mini-blogging platform that allows users to send their thoughts over a vast network of users, these posting are called Tweets and when you Tweet your reach can be anywhere from the hundreds to the thousands just on Twitter alone. 

    There are cross social networking applications that actually allow you to "Tweet" aka post your updates on Twitter and Facebook at the same time, it seems as though Facebook actuallly is going with the flow, and I wouldn't be shocked if they bought them out at some point down the road. 

    Now the traffic to Twiter has been surging daily, with more and more celebrities and music/tv personalities jumping on board, this social networking fad seems to be becoming a mainstay in more ways than one. 

    Some of the other functions allow users to post pictures for others to view using www.twitpic.com and actually if you utilizewww.tweetdeck.com it is configured into the program. Another platform that has burst on teh scene to actually interact with Twitter is www.qik.com , this platform allows a user to upload actual videos, Tweet them to Twitter and in turn Twitter updates your Facebook status, pretty cool if you ask me.

    I have just started to use Twitter myself, you can follow me at www.twitter.com/louvictor as I even bit the bullet and installed Twitterberry on my blackberry, so I'm looking to use this to reach the masses in under 140 characters.

    Some celebrities or music/tv/radio personalities that you can fidn on Twitter include Jim Cramer from "Mad Money", Tom Keene from Bloomberg Radio, shaquille O'Neal,  P Diddy, Mc Hammer "Can't touch This" , Lance Armstrong, Hulk Hogan, Britney Spears, Howard Stern "The King of All Twitters" , Ashton Kutcher, John Mayer, Good Morning America, Senator John McCain, Chuck Grassley, George Stephanopoulos and during his campaign both President Barack Obama and VP Joe Biden Tweeted away. Now to be fair some of them have their Twitterbugs Tweeting for them, but the ones that do their own tweeting include Shaq, Mc Hammer, Lance Armstrong, Hulk Hogan, Fab 5 Freddy,  Brooke Burke and myself (ha).

    The Twitter Mania is just starting and I see it becoming the next phase in social networking or just in total mobility for anyone that has a mobile device. We live in a very mobile society this is why advertising in movie theatres, on mobile phones, on the sides of buildings and of course on the internet has grown by leaps and bounds over the years. 


    If you aren't using Twitter then you are missing out on the micro blogging phenomenon.

    Follow me on Twitter as I try to build up my micro blogging skills to keep in touch with the readers and listeners of "Wall Street to Main Street" and the NAMC Radio.

    Lou Victor
     
    www.twitter.com/louvictor

    'Wall Street to Main Street'
    Apr 09 3:27 PM | Link | Comment!
Full index of posts »
Latest Followers
Posts by Themes
Instablogs are Seeking Alpha's free blogging platform customized for finance, with instant set up and exposure to millions of readers interested in the financial markets. Publish your own instablog in minutes.