GCS-PR Forms Hispanic Marketing Consortium in California.
Alliance is First in San Diego to Provide Comprehensive Hispanic Marketing Services
SAN DIEGO, CA August, 2003 -– GCS-PR (Gable-Cook-Schmid Public Relations), Meneses Research & Associates and Xpectrum Marketing Group today announced the launch of The Hispanic Marketing Consortium – a new alliance to provide clients with the full range of market research, public relations and advertising services to effectively penetrate the growing Latino markets in the U.S. and abroad.
“By working together the three firms can offer clients a broad range of services and a cohesive strategic plan,” said William Lopez, president of Xpectrum Marketing Group. “Companies will find it very effective to be able to move seamlessly from the discovery and research phase to the implementation of tactics to reach their audiences with the right messages.”
“Hispanics are already the largest minority group in California and represent tremendous buying power that cannot be ignored by businesses that want to succeed in increasingly competitive markets,” said Walter Meneses, president of Meneses Research & Associates. “Companies that don’t understand the subtleties of the demographics in our region will be surpassed by competitors who take the time to understand their customers. Last year alone, Tijuana residents who crossed the border spent $2.5 billion in San Diego.”
“We are creating the first one-stop shop for businesses that want to understand and reach Hispanic consumers on both sides of the border,” said Jon Schmid, partner with GCS-PR. “Through survey market research we provide the “why” behind Hispanic consumer choices, and based on that research we design and implement programs that effectively reach that segment.”
Meneses Research & Associates is a leading market research firm based in San Diego that specializes in the Hispanic/Latin market. Research by Meneses covers both the U.S. Hispanic market and the international Latin American market. Meneses has provided consultation to Epson, Anheuser Busch, Direct TV and many other national and international companies.
GCS-PR is a full-service San Diego public relations firm that emphasizes senior counsel to build strong brand identities and positioning for all its clients, including companies seeking to tap into the Hispanic market. Tactics include developing Spanish language marketing collateral material and media relations programs that are “in culture,” rather than simply direct translations.
GCS helps clients communicate important messages to key target audiences, develop the reputations of executives or other individuals as experts in a particular field, and increase the invaluable exposure that results from positive press coverage through its extensive network of contacts in Spanish- and English-language media in the U .S. and Mexico. Former Hispanic marketing clients of GCS include one of the nation’s largest pharmaceutical companies, SheaHomes, the nation’s largest privately owned home builder, and the National Association of Hispanic Real Estate Professionals.
The Xpectrum Marketing Group (XMG), formerly Cohen Latino, is a full service Hispanic advertising, marketing and promotions agency in San Diego with roots that go back to 1986. XMG serves local and national clients in the automotive, telecommunications, pharmaceutical and biotech industries. Clients of XMG have included Tropicana Orange Juice, Dr. Scholl’s, Union Bank of California and the Del Mar Fair.
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