Jose Luis Valderrama

Big news! Solmart Media, Mercedes Soler Tomás Martínez and New Alchemy Media Anna Figueroa are joining forces to give local businesses the best of broadcast reach + digital precision. For 10+ years, Solmart’s Spanish-language radio network has been the trusted voice of Florida’s Gulf Coast. Now, through this partnership, every Solmart advertiser can tap into New Alchemy’s Google Ads and Google My Business profile management, a complimentary website & SEO audits, as well as a full scope digital strategy consultation. What this means for our clients 🎧 Your on-air spots spark awareness. 🔍 Your digital ads capture that intent the moment listeners pick up their phones to find you. 📈 Clear dashboards track every call, click, & sale—so you see the full ROI of your media spend. Whether you need more phone calls, e-commerce sales, or foot traffic, the combined power of radio + paid search will keep your brand in front of customers from the first touchpoint to the final checkout. Ready to grow? Connect with our teams to pilot a campaign that blends Solmart’s airwaves with New Alchemy Media’s digital expertise. #Partnership #RadioAdvertising #DigitalMarketing #GoogleAds #SmallBusinessGrowth #SolmartMedia #NewAlchemyMedia

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5 BIG MISTAKES you must avoid in business🚫 Follow me @roostersanchez to hear the most creative marketing stories that have made DTC companies millions!

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Disney signed an unconventional new distribution deal with TelevisaUnivision. The agreement brings Spanish-language TelevisaUnivision content to Hulu + Live TV. More: As well, Disney+ will now be #bundled alongside TelevisaUnivision's ViX streamer in Mexico. Content from the Univision, UniMás, TUDN, and Galavisión networks will stream on Hulu + Live TV, considerably expanding their Spanish-language offerings. #SpanishLanguage

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Hispanic Lifestyle Update | Episode 11- April 3, 2025 In this edition of Hispanic Lifestyle Update, we take a closer look at economic uncertainty, Latin music industry reaches a milestone, and revisit our interview with actress Eva Longoria. Text and Links @ https://bit.ly/3FPlRI5 #Hispaniclifestyle #HispaniclifestyleUpdate #Latinmusic #economy 

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“…I turned to ChatGPT for a quick brainstorm. And surprise! It threw out a bunch of clichés. But buried in there was a line that hit hard — and made me want to start this note with a bit of a red flag. It said: ‘You could mention politics, brands pulling back, the misuse of total market, shrinking ad budgets, or FEAR OF BACKLASH WHEN USING TOO MUCH SPANISH OR IDENTITY.’ Wait — if AI is already scared and prejudging, imagine a real-life client, with KPIs and feelings!" This is part of the article I wrote for the Círculo Creativo section on creativity in the 2025 HMC Hispanic Market Guide. Download it to read the full piece and check out the latest work from member agencies and much more.

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Puerto Rico’s creative economy is more than culture—it’s strategy. 🇵🇷 #InvestPR CEO Ella Woger-Nieves shares how our creative and cultural industries (CCI) generate $8.7B in output and employ nearly 88,000 people, and why it’s time to scale that impact. With 26 actionable steps, our new study with Sound Diplomacy offers a roadmap to unlock the sector’s full potential. 📖 Read the op-ed: https://lnkd.in/dut4gtzE

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This is definitely a "drop mic" post! Because after Angie Romero wrote this breakdown-- there really isn't ANYTHING else to say. #Benito #LatinosmakeHistory

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We just published a new piece on trust and Latino audiences, based on what we’ve been seeing in the work and in conversations with brands. 🔗 The Trust Gap: Why Latino Audiences Evaluate Brands Differently bit.ly/latinotrustblog

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Hispanic households often watch programs together and are early adopters of new video technologies among all age groups. https://lnkd.in/dwQqBdkh #hispanics #digital #marketing #campaigns #culturallyrelevant

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As creator-based marketing continues to grow across TV and social, so does the need to better understand our consumers. Former TikTok exec Tim Natividad (now at TelevisaUnivision) and Steve Ellis share how listening to comments can help drive brand collaboration. Watch more from #InsideThePeak here: https://para.mt/4eeTBvy

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Brand awareness and recognition are significant challenges for marketers, including for executives at automotive brands like Toyota. In this Portada interview, Cynthia Barreras, Marketing Planner, Vehicle Marketing and Communications, describes Toyota's 4Runner's first-ever Hispanic campaign: https://lnkd.in/diqWj2wB Delia L Lopez Veronica Elizondo Conill Advertising #4Runnerlandia #automotivemarketing #Hispanicmarketing #Brandmarketing 

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Honored to be part of the Indy Chamber’s Hispanic Business Council Conexión Breakfast. I’ll be sharing a short AI session called Ask Your Business Better Questions. The focus isn’t tools for the sake of tools, or chasing the latest AI headline. It’s about something more practical: how business owners can use AI to think more clearly with the information they already have. We’ll look at how your existing documents—plans, proposals, notes, policies—can become a surface for better reasoning instead of just static files. Fewer generic answers. Better questions. Clearer judgment. If you’ve been curious about AI but want something concrete, grounded, and immediately useful, this session is designed with you in mind. Grateful for the opportunity and looking forward to the conversation at The Stutz with leaders from across the Indy region, hosted by the Indy Chamber Hispanic Business Council.

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Gil Bivens discusses social media marketing on Latino USA TV. For business owners, the digital landscape presents both significant challenges and unique opportunities. Effective social media strategy means navigating algorithms, connecting authentically with diverse audiences, and staying ahead of trends. It's about leveraging the power of connection to drive business growth. #SocialMediaMarketing #BusinessStrategy #LatinoUSA #DigitalMarketing

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EXCLUSIVE | In an effort to better target U.S. Hispanic viewers, TelevisaUnivision and Roku are launching a new unified advertising solution. This new ad offering, now available from TelevisaUnivision—and powered by Roku Data Cloud and the TelevisaUnivision Household Graph—combines reach with culturally relevant advertising for Hispanics across connected TV. Under a unified Hispanic audience segment, the solution allows TelevisaUnivision ads to be delivered across all content endpoints with precise targeting and measurement to help maximize performance. In addition, TelevisaUnivision will be the exclusive reseller of Roku Media’s Spanish-language inventory, providing buyers with streamlined access through a direct supply connection. “The point is to make it really easy for [advertisers] to understand that they’re reaching and connecting with actual Hispanics,” said Dan Riess, EVP & chief operating officer, U.S. Advertising Sales at TelevisaUnivision.

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MIAMI-DADE COUNTY FILM & TELEVISION PRODUCTION INCENTIVE PROGRAM — INCLUDING THE HIGH IMPACT FILM FUND Florida does not currently operate a statewide production incentive. Miami-Dade chose to support the industry locally — and that matters for bringing production back to Miami. The County built a performance-based rebate, not a transferable tax credit, meaning participation occurs only after verified economic activity takes place in the community. The program began in 2017 supporting independent and mid-scale productions and expanded in 2024 through the High Impact Film Fund to responsibly accommodate larger projects. How the framework operates: → Minimum local spend thresholds→ Local crew hiring requirements→ Independent audit verification prior to payment→ Public Board of County Commissioners approval→ Funding distributed within capped appropriations Baseline incentive tiers: → $50,000 rebate at $500,000 local spend→ $100,000 rebate at $1,000,000 local spend High Impact Film Fund: → Up to approximately 20% rebate for qualifying large-scale productions→ Authorized at up to $50 million over five years (approximately $10 million available annually, subject to appropriation) The significance of the program is practical. It creates a working framework for productions of different scales — independent films, episodic series, and larger features — while maintaining responsible fiscal structure. For filmmakers and producers, predictability drives decision-making. A local incentive allows projects to budget Miami again, hire local crews again, and plan production here with confidence. Rebuilding a production ecosystem happens incrementally. Policies like this are how work returns — one project at a time. Educational overview of a public government program. Not an offer or solicitation regarding any production or investment. Photo Credit alcamoentertainment.com

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Thanks to the Quintana Roo communication system SQCS for the space to talk about commercial strategies for this low season and also about what’s happening in Tulum. We ran out of time to discuss more, but to summarize, I can suggest the following: 1.- Create your own events or festivals — not from third parties, but internal ones. 2.- Paid advertising — you should always have an ongoing “always-on” campaign. 3.- Review your pricing — the basic rule is supply and demand. 4.- (One more that I didn’t mention due to time, but it’s important) — Incentivize your sales team. You can’t imagine how frustrating it is for a salesperson when 9 out of 10 people say no. Motivate them — and during the low season, give them double commission. Above all, let’s be more creative. Always do things with love — otherwise, what’s the point? IRL.

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