We’ve Moved!

In celebration of our 30th anniversary, the SJG blog has officially moved to a great new space.  All of our latest insights can be found at http://blog.thesanjosegroup.com/

As of December 8, 2011, this site will no longer be updated.  We look forward to seeing you at our new location!


Have you registered in SJG’s Giving as we Grow program?


The San Jose Group has worked with numerous non-profit organizations in their marketing initiatives over the past three decades, and in honor of our 30th anniversary, we are celebrating by extending our services to support three non-profit organizations in their effort to create stronger awareness among diverse multicultural communities.

Pages: 1 2

The Digital Behavior of Latinos in Entertainment Consumption

Tony D’Andrea, PhD

Director of Research and Planning – The San Jose Group 

If you want to understand and even influence new forms of behavior “on the go”, then Hispanics are a group to watch. They engage with mobile and online technologies at levels that often overindex the general market. According to Comscore and Emarketer data, Latinos excel in a variety of digital activities, such as instant messaging and photo sharing (120-plus index points), video watching (140-plus), online gaming (160-plus), etc. In entertainment, they listen, download and transfer videos and music via mobile phones above the national average (160-plus index points). Likewise, while leading in smartphone ownership, Hispanic households are the most wireless group in America: 35% compared to the national average of 23%, according to government’s CDC Wireless Report. Simply put, Hispanics are at the vanguard of the digital consumer revolution in the streets and homes of America.

Pages: 1 2 3

Cereal Snacks in the Hispanic Market: What They Like about Granola

Tony D’Andrea, PhD

Director of Research and Planning – The San Jose Group

 Originally a 1890s American invention, granola bars are now associated with notions of “on the go” healthy nutrition. Given that U.S. Hispanics are attached to the delicious culinary traditions of their ancestral homelands, it may be surprising to learn that 78% of Hispanic children and 60% of Hispanic adults regularly consume granola bars in America. While currently generating $120 million in grain snacks revenue annually, the 51 million Hispanics residing in the U.S. nowadays are a consumer base that provides fantastic opportunities for business growth in this category.

Pages: 1 2 3

SJG Celebrates 30th Anniversary, Announces Pro-Bono Program for Non-Profit Organizations

To celebrate 30 years of accomplishing unprecedented marketing results for its clients, The San Jose Group (SJG) is launching a pro-bono program, “SJG Giving as we Grow,” extending its services to three non-profit organizations to support their efforts in creating stronger awareness of their cause among diverse multicultural communities.

From now until December 19, non-profit organizations can register to participate and encourage their supporters to vote daily. The three organizations with the most votes and best short essays will receive free professional time of SJG’s public relations or creative marketing services. The first place organization will receive $30,000 worth of services, followed by $20,000 and $10,000 worth of services for the second and third place organizations, respectively.

“For this major milestone in our agency’s history, we wanted to honor those non-profit organizations that day in and day out help our communities through their unselfish efforts,” said George L. San Jose, President and COO of SJG. “Whether it’s traditional creative content development, public relations support or marketing strategy, our team is excited and ready to extend our strategic and tactical areas of expertise to an organization that supports the local community.”

Non-profit organizations can register on SJG’s website at www.thesanjosegroup.com. Entries must include the 501(c)(3) number, the URL to the organization’s website, a digital file of the logo, as well as a 500 word or less short essay describing the organization’s mission and why it needs support reaching multicultural audiences.

The deadline for entry submissions and voting is December 19. A panel of judges at SJG will determine the three most deserving organizations, and the winners will be announced the week of January 2.

For more information about SJG, please visit www.thesanjosegroup.com.

Good luck!

Hispanic Blogs: Branded Opportunities to Connect in the Digital Space

Tony D’Andrea, PhD

Director of Research and Planning – The San Jose Group

If you take the subway, chances are that you will see many Latino commuters accessing the Internet by means of their smartphones. According to Comscore and Emarketer studies, Hispanics overindex in many Internet activities: instant messaging and photo sharing (120-plus index points), video watching (140-plus), online gaming (160-plus), etc. And if you go to a Hispanic household, you may not find a landline phone: 35% of Hispanic households have gone wireless compared to 23% national average, according to government’s CDC. In sum, not only are Hispanics going digital, they are also engaging a lot.

Upon this lively digital demographic, there is a new type of blogs addressing Hispanic women using a modern bilingual style. Run by highly educated Latinas (“las blogueras”), websites like Mama Latina Tips, Latina on a Mission, Modern Mami, and Spanglish Baby provide dynamic platforms where women can discuss topics of interest. For example, founded in 2006, ModernMami.com is self-fashioned as “a lifestyle blog from the perspective of a Latina working mother.” Its topics include parenting, social media, Latino culture, and anything concerning the working mother with a focus on work-life balance. Its editor is an industrial engineer, originally from Puerto Rico, currently living in Orlando, Florida. This profile is very similar to other leading Latina blogs.

Each of these blogs receives about 20,000 monthly visitors, mostly Hispanic women looking for practical information on improving their quality of life or just learning tips about a new product in the market. Along with this readership base, Latina blogs have been developing interesting placement partnerships with brands which Hispanic moms may find a natural connection. Common brand categories often displayed on these blogs include educational and insurance services, fashion, and house cleaning, among others.

If marketers want to get their brands involved in an engaging conversation with Hispanic consumers, they will need to participate in the Latino blogosphere. Tactical forms of engagement may include interactive promotions, partnerships and sponsorships, which should be aligned with conventional media channels both above- and below-line. In many cases, multicultural marketing expertise is recommended to ensure that successful conversations also translate into effective business results.


The San Jose Group is a premier multicultural marketing agency with over 30 years of experience helping clients’ brands connect with people. For more information on this article’s topic, please email sjgpr@sjadv.com or visit us at www.thesanjosegroup.com.