My team and I have the honor to work with brands that impact the lives of many people. When kids are involved, however, we like to challenge ourselves even further. Kids will tell you right away how they feel and if you are doing a good job. They are a very particular audience to please.
I remember when we started helping one of our clients to reach out Latinos. During our first presentation with the Marketing Manager, he realized there was an opportunity to boost sales and increase membership. It was an untapped market for his non-profit organization. Even though they had an established reputation in the Anglo market since 1955, Latinos were unaware of their services due to the lack of brand recognition in the past.
This is one of the main challenges that companies face when they want to reach the 2nd largest consumer market. They need to be willing to understand the culture, embrace it, and realize there are other markets willing to do business with them. This mindset change is what empowered our client to become an important community player in the Latino community. [Read more…]