The three strategic pillar is to build loyalty among Hispanic audiences.


As a country, the United States is changing. Young diversity is becoming the balance of white aging consumers. This demographic and cultural shift is challenging brands in every way, from how to interact with these new consumers to efficiency and marketing. The one-size-fits-all approach is now obsolete, and increasingly progressive companies are realizing that it is no longer cost-effective. Enterprises must have a more strategic vision and have a deeper understanding of the customer base of their services.
In this market, you must create an experience if you want to generate sales.
I personally believe that the market is shifting from a trading focus to a brand experience position. With today’s diverse, technologically proficient and demanding audience, you have to create an experience from the moment the consumer first interacts with your brand. Experience must keep them involved in the whole purchase process and maintain their contact after that.
The old, inefficient way of thinking that I and some executives still encounter is, “If you need our products or services, come to us.” If you want to survive, you can’t have this mentality in this market. Today, you need to connect with consumers in their lifestyle. You must create an unforgettable experience and message that will resonate with them. It has always maintained the momentum from import to purchase. Keep their participation, and you will have a loyal customer. If you want to increase your income, increase your market share, and separate yourself from your competitors, that’s crucial.
I am vice president of Sales Department of Pablo Guzman (CPG), responsible for Latin American market. Guzman is an enthusiastic and respected Spanish market leader with more than 20 years of experience working for the CPG brand in the United States.
Guzman shared with me the three strategic pillars he believed were necessary for any Latin American market initiative to succeed.
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Building brand image.
This is the marketing campaign started from the media (digital, TV, radio, sales point, etc.). You must bring this information to consumers. The media need to be coordinated so that consumers can see, taste or buy the brand. This means creating a meaningful presence, whether it’s graffiti art, billboards, interactive digital media, or a display at a store’s point of sale. You must be visible and existing.

In addition, for general market consumers, information must be the same as Latin American consumers. It does not require a single Spanish-language version of the campaign (not to be interpreted as a Spanish media), but to spread brand information in a culturally relevant way through cross-creation. When consumers see the same information in the whole market, the brand will appear.
Latin America focuses on the implementation of the focus.
Today Latino consumers are shopping in various channels and stores. Whether it’s e-commerce, clothing, food and beverages, or anything else, you need to remember the culture of the consumer. Make full use of your understanding of consumers, so that your customers have better choices. Take soda water as an example: Latin American culture is a big fan of citrus flavor, so you can emphasize these choices. But don’t forget: Latin American consumers are also evolving and developing new preferences.
This Latin American approach will provide authenticity and new growth. Look at what happens in food: Salsa has already exceeded ketchup. Corn cakes are value items in tortillas, but when they are called “packaging,” they are high-margin items. That’s why it’s important to keep that focus when you see a general market store like Kroger, publix or Wal-Mart. Latin American consumers shop everywhere, so if you don’t offer a good choice of Spanish goods, they will go elsewhere.
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Become a member of society.
Establish long-term commitment with local communities. Some call it grassroots marketing, and others call it neighborhood marketing. Guzman called it building trust. Many companies rely on Latino communities to grow and quickly use this. But if they do not establish long-term relationships with the whole culture, this growth will be short-lived.
In the management world, there is still a lack of understanding or rejection of the fact that consumers are becoming more diverse and they know exactly what they want. Technology allows them to do so. They can determine if you are a reputable brand and if you can meet their needs by simply touching their screen and quickly scanning online reviews.


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