America’s population is rapidly changing, and candy companies must market their products accordingly in order to stay competitive and avoid missed opportunities. With more than 50 million Latinos in the U.S., accounting for 16 percent fo the population, this segment is expected to nearly triple to 132.8 million by 2050, illustrating a consumer market that so far is largely untapped by the confectionery industry.
Understanding where Hispanic consumers come from, with whom they spend their time and how they engage with their community can help candy marketers construct campaigns that build brand loyalty. That is important because the overall market’s annual buying power is expected to reach $1.4 trillion by 2013, of which $446 million is expected to be spent in the candy and chewing gum categories.
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We often read about “mom bloggers” in consumer public relations as if they’re some sort of foreign country. We’re told to translate our message so they can understand it. The reality? They’re just as ordinary and extraordinary as the rest of us. They deserve meaningful conversations, not blind pitches that have been “momified” for playground cred. (more…)
Penn State isn’t the only NCAA major conference school with serious public relations issues related to their athletic department. Athletic programs are fraught with challenging circumstances given the combination of natural immaturity on the part of students, the high financial stakes confronting university administrators, and adulating fans willing to turn a blind eye to unholy doings in the name of winning.
Potentially high profile issues cannot be buried for long. Whether athletes have been injured during hazing, provided with money or expensive toys, are involved in drug use, or engaged in sexual harassment or outright felonies, the media and community will ultimately hear about it. Yet even when what is embarrassing or criminal is uncovered, many schools go silent or flat out stonewall as though not addressing the issues will make them disappear or minimize the damage. There are many stakeholders in a university’s reputation, but, unfortunately, many of them are left to depend on the judgment and wisdom of school athletic departments, a risky business.
You would think the Penn State example provides the impetus for change, but will it?
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