PROVOKE WEEKLY

THE DIARY OF MULTICULTURAL AMERICA

Demographically. Culturally. Technologically. Creatively. America is always reinventing itself.
Moving forward, the changing face of America is becoming more multicultural. And at Dieste,
we find that exciting. Because 1 + 1 = 3. The old, the new and the fresh combinations that they make
together. This is the stuff that Provoke Weekly delivers. In snackable, shareable slices for anyone
looking to be entertained & inspired.

 

Finding the Right Note: The Role of Music in Advertising

When it comes to the effects of music on humans, we have only begun to scratch the surface. Neuroscientists are making new discoveries each year that shed more light on both the physical and mental impact of music. Some recent studies have even shown how music heightens positive emotions to the point that it stimulates hits of dopamine making us feel good or even elated.  From reducing stress to relieving pain to boosting learning and memory, music is indeed a powerful force.

5 Things We Learned From Brazil 2014, To Help You With USA 2016

If you are a marketer, you probably already know that Copa America Centennial is a virtual Latin American world cup happening in major U.S. cities this summer—better said, some of your biggest markets. Chances are, you are already at the idea-development stage. Whether you have secured an official sponsorship and are in the process of executing or you’re a non-sponsor looking to ride the wave, here are 5 things we learned from Brazil 2014 that can inspire your USA 2016 big idea… and a case study video to be proud of.

Why You’re Feeling Double The Love On Hispanic Valentine’s Day

“Te amo mi vida, te quiero amigo mío”. For Hispanic culture, Valentine’s Day is all about showing some love to everyone, not just your romantic better half. Latinos aren’t shy when it comes to expressing feelings, and what seems to be a day devoted to romantic love becomes an opportunity to show affection to all the people we love: friends, family, co-workers and even acquaintances. But this notion goes beyond that stereotyped idea that Hispanics will only relate to campaigns that focus on passionate love.

Here’s Why You Will Win In-Store With A Mobile Retail Experience

by Adeline Cruz-Phillips, Account Director Mobile devices have made shopping a lot easier. As consumers continue to use devices to research products, compare prices, and purchase online; retailers are expanding their mobile retail capabilities to break down the remaining barriers between the virtual and brick-and-mortar store. According to a July 2015 ComScore Report, 191.4 million people in the U.S. own a smartphone, and 61% of U.S. Internet usage is done on mobile devices.

Is Radio Advertising Back On The Rise For Latinos?

“Video Killed The Radio Star” by the Buggles was the first music video to ever be shown on MTV when the channel launched in 1981. It became a significant message to the world that radio was on the decline and potentially on it’s way out. But is Spanish radio advertising making a comeback?   Nielsen recently released a new report that states that 97% of the U.S. Hispanic population listens to radio each week. In fact, the weekly Hispanic radio audience has grown 11% since 2011 from 36.5 million to 40.4 million listeners. It appears the radio star is not…

Find Your Brand Archetype, Find Your Followers

If you’re a moviegoer, you might be surprised to find out you know more about brand archetypes than you think you do. It’s a fancy word, but with a very important meaning for communication strategy. Have you noticed that many heroes come from a sad, fearful past? Think Batman or Luke Skywalker! Or, can you count all the characters you recall that are pure dreamers full of optimism and believe in changing the world just for goodness’ sake. Picture Amelie, Wall-E and Forest Gump sitting in the same restaurant and sharing a Coke. They symbolize something to all of us….

How Culture Plays a Major Role When Marketing to Parents

  In 1983, companies spent $100 million marketing to kids. Today, they’re spending nearly $17 billion annually. Kids not only have more spending power than ever before, but also have a huge influence on their parents’ purchase behavior. Brands know that successfully reaching kids and parents is no easy task. Winning over the parents, who usually have a final say in the product purchase, is just the first step.

Does Anyone [Need to] Pay Full Price Anymore?

  New year, new sales. That’s what retailers were hoping for. After what should’ve been the most profitable season of the year, consumers are now fully –  and mindfully – controlling how, what and why they purchase. The power has shifted to the people. Some time ago, retailers were in charge; setting their prices and creating demand for their products with simple marketing tools. If consumers didn’t want to buy from you, it was on them. Now the price tag has evolved from representing legitimate cost, to being merely seen as a suggestion. I say suggestion, because it’s never been…

Three Kings Day Traditions And Their Impact On Marketing

By: Erin Clark, Planning Director Think the holidays are over? Not so fast! For many people in the US, the holiday season runs from Thanksgiving to New Year’s Day.  It all swings into high gear on Black Friday, with millions of people shopping for the perfect Christmas gifts. However, for many Hispanics, the holidays last a little bit longer. Today, January 6th, marks El Día de los Reyes, also known as Three Kings Day or Epiphany, which is a popular Christian holiday celebrated throughout Latin America and Spain.  Los Reyes comes twelve days after Christmas, when it is believed that the Three Wise Men…

Do The Political Views of Millennials Make Sense?

The Atlantic wrote a timely piece about how the political views held by Millennials don’t make any sense. The article goes on to explain that according to a recent poll conducted by the Reason Foundation, the political views held by young adults, 18 to 29 years of age, are contradictory and do not make sense. For those of us immersed in politics and in the hope of a better future, this finding is scary – especially when you consider that Millennials (given the population size) could very likely determine who our next president will be. In March, the Pew Institute…