PROCESS
TOTAL MARKET PLANNING
Total Market Planning is lead with insights vs. retro fitting Multi-Cultural as a silo approach. “At the end of the day we share a lot of universal insights, let’s highlight and provide context and content via relevant messaging. “It’s about inclusion, part of the overall narrative. They want to see themselves reflected and spoken too in an authentic way” By integrating strategies, insights, content development, and technology across internal and external teams, marketers can evolve the focus of MC marketing beyond its historical place of an add-on.
TRANSLATIONS DO NOT WORK
A simple translation does not fit. We need to “trans-create” or generate original communication strategies & tactics. Bi-Cultural millennials truly live in both worlds and feel comfortable navigating between two cultures just as easy as they navigate through APPs on their phones. Let’s establish emotional brand connections at the right moment, when they feel “most Hispanic” or most “American”. On the other hand, Spanish Dominant Hispanics feel most comfortable navigating in language, but this does not imply ignorance. The key is knowing when to activate each lever.
CREATIVE
We all share universal insights, in-culture creative executions will forge emotional bonds with your Brand in a relevant manor. From shadow shoots, on-line, and copy writing/adapatation allows us to trans-create your Multi-Cultural marketing strategy. Or create a new and integrated communication channel for your Brand. Cross-functional integration is essential at all stages, from planning to execution.
SHOPPER & CHANNEL MARKETING
Today’s consumers are in a state of flux. The resources they use to learn about, engage with, and build a connection to the brands they love and repeatedly buy are increasingly fragmented. The sources they can tap into span products viewed in the store aisle, online product reviews, mobile price comparison apps, a brand’s website, and a friend’s social media feed, among others. How consumers interact with brands has become nonlinear and shaped by many interactions across these touch points, leaving them to curate most of their brand experiences. Enter Omni-Channel Marketing opportunity and how to convert consumers into shoppers.