How Brands Can Actually Be Relevant Culturally with Hernan Tagliani, CEO of The Group Advertising
Join our host, Lee Murray in the latest episode of the CEO series as he sits down with Hernan Tagliani, CEO of The Group Advertising. Together, they explore the intricacies of multicultural advertising, emphasizing the importance of cultural resonance in brand campaigns. Moving beyond simple translation, they advocate for authentic connections with diverse audiences. They also highlight the agency's commitment to building strong client-relationships and emphasize the importance of expertise in niche markets.
Thank you for watching. If you are enjoying what you hear, please consider sharing it with a colleague or a friend.
Have a guest recommendation, question, or just want to connect?
Go here: https://www.harvardmurray.com/exploring-growth-podcast
Connect on LinkedIn:
Lee - https://www.linkedin.com/in/leehmurray/
Hernan - https://www.linkedin.com/in/hernantagliani/
#ExploringGrowthPodcast #BusinessInsights #EntrepreneurialJourney #BusinessExpansion #Embracinggrowth #MarketingTalk #CulturalInfluence #TheGroupAdvertising
1
00:00:00,060 --> 00:00:04,980
It's not just a simple switch of
language that we constantly see
2
00:00:04,980 --> 00:00:08,250
many times.
Let's just translate English to
3
00:00:08,250 --> 00:00:11,580
Spanish and put it on on
national Hispanic TV.
4
00:00:12,870 --> 00:00:20,680
But then the results are not there.
Well, you'd be, frankly. All right.
5
00:00:20,680 --> 00:00:24,970
Welcome back to Exploring Growth, today I'm excited to be
6
00:00:24,970 --> 00:00:28,780
interviewing Hernan Tagliani,
who is a CEO of the group
7
00:00:28,780 --> 00:00:32,470
advertising here in Central Florida.
Welcome to the podcast, Hernan.
8
00:00:32,620 --> 00:00:35,500
Now, thank you for having me.
Pleasure to be here today.
9
00:00:36,340 --> 00:00:41,920
So on my search for CEOs to
interview, I wanted to find a
10
00:00:41,920 --> 00:00:45,790
company that was in the business
of creating brand campaigns
11
00:00:45,790 --> 00:00:49,330
because I know this is, you know,
such an important way to connect
12
00:00:49,330 --> 00:00:53,620
with brands, with audiences.
And when I came across your,
13
00:00:53,620 --> 00:00:56,650
your company, I thought this would be
a really interesting conversation.
14
00:00:56,650 --> 00:00:59,440
So I'm excited to have you on today.
I want to learn a little bit
15
00:00:59,440 --> 00:01:02,590
about your company and talk about
how you think about content,
16
00:01:02,590 --> 00:01:05,740
brand and then growth.
Overall, as I know you,
17
00:01:05,740 --> 00:01:07,960
you meet with a lot of companies
and help them with growth.
18
00:01:08,710 --> 00:01:13,240, so to get us started, tell us a
little bit about what is the group
19
00:01:13,240 --> 00:01:18,190
advertising, company and who's
your target buyer for. Fantastic.
20
00:01:18,190 --> 00:01:21,310
So we have been in business for
18 years.
21
00:01:21,310 --> 00:01:25,930
The group advertising is a national,
full service, multicultural
22
00:01:25,930 --> 00:01:29,890
advertising and digital agency.
We started as a Hispanic
23
00:01:29,890 --> 00:01:33,520
advertising agency.
And as the market is growing,
24
00:01:33,520 --> 00:01:37,540
is evolving, and then clients
demands and needs are shifting,
25
00:01:37,540 --> 00:01:42,310
more into the multicultural arena, that's how we are transforming
26
00:01:42,310 --> 00:01:46,120
into multicultural doing campaigns, for different audiences,
27
00:01:46,120 --> 00:01:50,740
you know, AA, LGBTQ, Hispanics,
that we're very strong on that.
28
00:01:50,740 --> 00:01:54,040
And at the same time,
general market as well.
29
00:01:54,490 --> 00:01:59,470, so basically, we help clients
in how to see one of the greatest
30
00:01:59,470 --> 00:02:03,790
sales opportunities next to the
general market, in this case,
31
00:02:03,790 --> 00:02:07,300
within the multicultural arena.
Hispanic market is the one who
32
00:02:07,300 --> 00:02:11,410
is driving the, the growth, so that's how we're kind of like
33
00:02:11,410 --> 00:02:16,060
our niche of expertise in helping
brands to be successful with their
34
00:02:16,060 --> 00:02:21,010
approach to have the right content,
the right message, the culture,
35
00:02:21,010 --> 00:02:24,970
engage, with this audience
effectively and efficiently.
36
00:02:25,390 --> 00:02:28,690
I like that I'm looking at your
website and it said I have to
37
00:02:28,690 --> 00:02:31,810
refresh it.
It said, we believe culture is
38
00:02:31,810 --> 00:02:35,710
more important than language.
We make brands culturally relevant.
39
00:02:35,980 --> 00:02:40,810
And I couldn't agree more, you know, my,
40
00:02:40,810 --> 00:02:45,700
my perspective on culture is just
in the times that I've traveled to
41
00:02:45,700 --> 00:02:50,710
other countries where you're immersed
in a culture that is not your own.
42
00:02:50,710 --> 00:02:54,400
And, I've,
I learned pretty quickly that
43
00:02:54,610 --> 00:03:00,370
language is very important, but
understanding the language is just
44
00:03:00,370 --> 00:03:04,990
sort of the gateway into the culture, you know, I'd have an interpreter
45
00:03:04,990 --> 00:03:10,030
that would go with me and,
and time after time, if I could just
46
00:03:10,030 --> 00:03:13,450
learn a few words in that language,
they would appreciate it so much,
47
00:03:13,450 --> 00:03:17,440
even if I botched it, but but more so what it was
48
00:03:17,440 --> 00:03:21,010
was them seeing that I was
respecting their culture.
49
00:03:21,520 --> 00:03:26,890, and so I love that that's like,
you know, forefront on your site to,
50
00:03:26,920 --> 00:03:30,760
to say all of that.
Because I do think that culture is,
51
00:03:31,150 --> 00:03:35,230, really the sort of where
we're at today, more so than we
52
00:03:35,230 --> 00:03:39,220
have ever been when it comes to
marketing and advertising.
53
00:03:39,220 --> 00:03:43,570
And we have to understand the culture
of the people that we're trying to
54
00:03:43,570 --> 00:03:47,530
reach, more through and through.
So, so talk to us a little bit
55
00:03:47,530 --> 00:03:50,140
more about culture.
I mean, what when you when you
56
00:03:50,140 --> 00:03:52,990
approach a client and you put
together a campaign,
57
00:03:53,290 --> 00:03:58,360
where do you start?
Well, first we start by understanding
58
00:03:58,360 --> 00:04:02,560
the needs, the challenges
that the client is facing in the
59
00:04:02,560 --> 00:04:06,250
current market, where they are
now and where they want to be.
60
00:04:06,250 --> 00:04:10,090
And what are those, you know,
short term and long term goals?
61
00:04:10,510 --> 00:04:13,390, once we have an understanding
of that and especially,
62
00:04:13,390 --> 00:04:18,280
for example, let's let's be,
let's talk about Hispanic market,
63
00:04:18,280 --> 00:04:21,670
that maybe they reach out to us
to reach the Hispanic market is
64
00:04:21,670 --> 00:04:25,570
understanding the consumers and that
whether they are currently doing
65
00:04:25,570 --> 00:04:29,650
business with them or they're not, so it's understanding the
66
00:04:29,650 --> 00:04:32,500
consumer's DNA that one's needs, desire.
67
00:04:32,800 --> 00:04:36,250, it starts with their,
by analyzing the market and
68
00:04:36,250 --> 00:04:39,220
analyzing the consumer.
That's why the market research
69
00:04:39,220 --> 00:04:42,850
plays a very crucial and
important role in this process.
70
00:04:43,150 --> 00:04:46,630, whether you're doing quantitative
and qualitative market research,
71
00:04:47,020 --> 00:04:51,340, from there is what is going
to help you to develop the right
72
00:04:51,340 --> 00:04:55,060
strategy to engage in this case,
for example, with Latinos.
73
00:04:55,450 --> 00:05:01,450, based on our experience,
I would say that 98% of the time,
74
00:05:01,540 --> 00:05:05,110, when we engage with brands and
sometimes you think, okay, well, this
75
00:05:05,110 --> 00:05:09,940
is a multibillion dollar company,
they have their stuff together.
76
00:05:09,940 --> 00:05:14,590
They know what needs to be done.
But what is very surprising to me
77
00:05:14,590 --> 00:05:18,320
is when it comes, for example,
to Hispanics, most of. A time.
78
00:05:18,320 --> 00:05:20,570
There's no market research that
has been done.
79
00:05:21,350 --> 00:05:26,030, so they use general market
research to dictate what they're
80
00:05:26,030 --> 00:05:29,780
going to be doing for African
Americans or for Hispanics.
81
00:05:29,990 --> 00:05:33,080
And we're mixing here apples and
oranges. Right?
82
00:05:33,080 --> 00:05:39,200
So, because they see the market
more on a language standpoint than a
83
00:05:39,200 --> 00:05:43,130
time of execution, and their culture
is more important than that language.
84
00:05:43,130 --> 00:05:47,360
So understanding your consumer
DNA is one need desire,
85
00:05:47,390 --> 00:05:51,350
those passion points where you can
introduce and present your brand.
86
00:05:51,650 --> 00:05:55,550, that's why the research is a
very strong component of this.
87
00:05:55,550 --> 00:05:57,710
And that's where we always like
to start.
88
00:05:58,490 --> 00:06:01,520, unfortunately,
in the corporate world,
89
00:06:01,520 --> 00:06:06,050
which also excites me because things
are changing and, and are evolving.
90
00:06:06,050 --> 00:06:10,220
And as I was sharing with you before,
there's no progress without change.
91
00:06:10,400 --> 00:06:14,480
So change is inevitable.
And, the sense was already,
92
00:06:14,780 --> 00:06:18,890, have shared with us that,
you know, at the present time,
93
00:06:18,890 --> 00:06:22,640
42% of all consumers in America
are multicultural.
94
00:06:22,640 --> 00:06:26,450
And by 2028,
that number will jump to 47%.
95
00:06:27,050 --> 00:06:29,750, when you take a look of
millennials at the same time,
96
00:06:30,050 --> 00:06:36,410, 42% is multicultural,
25% Hispanics, Gen Z, over 52% is
97
00:06:36,410 --> 00:06:42,230
multicultural and 27% Hispanics.
So useful diversity is becoming
98
00:06:42,230 --> 00:06:44,540
the counterweight of white Asian
consumers.
99
00:06:44,540 --> 00:06:48,020
And in a nutshell, brands.
They need to get on this wagon.
100
00:06:48,020 --> 00:06:50,300
If not,
they're going to be too late. Yeah.
101
00:06:50,480 --> 00:06:52,850, so it starts with their
understanding.
102
00:06:52,850 --> 00:06:56,630
Your, consumer journey,
your consumers,
103
00:06:56,630 --> 00:07:00,680
passion points once needs and desire.
Their culture,
104
00:07:00,680 --> 00:07:05,690
is not just a simple switch of
language that we constantly see.
105
00:07:05,720 --> 00:07:10,280
Many times just translate
English to Spanish and put it on
106
00:07:10,460 --> 00:07:15,410
on national Hispanic TV.
But then the results are not there.
107
00:07:16,070 --> 00:07:19,670
Well, you'd be, frankly,
very frankly that not there you
108
00:07:19,670 --> 00:07:24,080
will get some type of engagement.
But the return on investment and
109
00:07:24,080 --> 00:07:28,040
the growth and the results that
you're looking for is not there
110
00:07:28,040 --> 00:07:34,310
because you do not have a strategy, created specifically to,
111
00:07:34,310 --> 00:07:38,840
these type of consumers. Yeah.
The the thought that comes to mind is
112
00:07:38,840 --> 00:07:44,480
a brand being culturally tone deaf.
And I'm, I'm curious if you
113
00:07:44,480 --> 00:07:49,100
could give us an example of,
you know, executing on that.
114
00:07:49,100 --> 00:07:53,450
So like what's an example of where
you've seen a brand and I'm sure
115
00:07:53,450 --> 00:07:56,960
there's a ton of examples of,
of tone deafness in the, in the
116
00:07:56,960 --> 00:08:01,610
market of just literally, you know,
Google translating into Spanish and
117
00:08:01,610 --> 00:08:07,130
just putting it out there, but maybe,
maybe a success where, where a brand,
118
00:08:07,130 --> 00:08:10,220
maybe on your leadership is said,
okay, we're going to take a couple
119
00:08:10,220 --> 00:08:13,220
extra steps here instead of just
translating this, we're going to
120
00:08:13,220 --> 00:08:16,850
actually think about what this
product does or how it feels or what
121
00:08:16,850 --> 00:08:20,420
it how it comes across to our back,
that particular culture.
122
00:08:21,320 --> 00:08:25,850
So look, there are many brands
right now nationally that they
123
00:08:25,850 --> 00:08:28,910
are taking the lead.
I strongly believe they're doing
124
00:08:28,910 --> 00:08:32,090
a good job.
Of course, such as Walmart is
125
00:08:32,090 --> 00:08:36,770
one of them, target one of them,
AT&T is another one. McDonald's.
126
00:08:37,160 --> 00:08:41,000
It's another one forward, however, when it comes to
127
00:08:41,000 --> 00:08:45,860
investment, marketing, investment
allocated to minority consumers,
128
00:08:45,950 --> 00:08:50,540
there's still a huge discrepancy, according to the Association of
129
00:08:50,540 --> 00:08:55,460
Hispanic Advertising Agencies,
when it comes to Hispanic market,
130
00:08:55,580 --> 00:09:00,950, budget investment,
overall across the board is 7% of
131
00:09:00,950 --> 00:09:05,750
your overall marketing dollars
goes to Hispanic market when the
132
00:09:05,750 --> 00:09:11,030
reality is, you know, right now,
Latinos, they represent a
133
00:09:11,030 --> 00:09:16,580
little over 23% of the population.
And and that's where the growth is
134
00:09:16,580 --> 00:09:21,110
coming from, the multicultural base.
Yeah. So so, you know.
135
00:09:21,440 --> 00:09:24,320
And it's only growing from there
from my observation.
136
00:09:24,320 --> 00:09:27,740
I mean, it's not slowing down.
Yeah. There's no going away.
137
00:09:27,890 --> 00:09:31,160
Let's put it that way.
Whether some politicians wants
138
00:09:31,160 --> 00:09:35,960
to change history or or change
the stories, they are not going
139
00:09:35,960 --> 00:09:39,710
away right now is, third,
fourth generation Hispanics more
140
00:09:39,710 --> 00:09:43,460
than 70 or 50%, 55%.
They're already a third
141
00:09:43,460 --> 00:09:46,820
generation Hispanic, you're dealing with a
142
00:09:46,820 --> 00:09:49,430
Hispanic consumer that is
bilingual by culture.
143
00:09:49,910 --> 00:09:52,820, higher household income,
higher level of education.
144
00:09:53,150 --> 00:09:56,630, so you're not dealing with people
crossing the border, watch the news.
145
00:09:56,630 --> 00:10:00,050
And politicians, they love to talk
about that because it benefits
146
00:10:00,050 --> 00:10:03,890
them for ratings and and for
political purposes. But. Right.
147
00:10:03,890 --> 00:10:07,910
You know, only one third of the
population in the United States,
148
00:10:07,910 --> 00:10:13,370
is foreign born. 75% is us born, so they're already embedded
149
00:10:13,370 --> 00:10:16,190
into middle to upper class,
higher household income,
150
00:10:16,190 --> 00:10:20,630
higher level education. So.
That's where the money is,
151
00:10:20,630 --> 00:10:24,710
and that's where,
part of what I do is part of my job
152
00:10:24,710 --> 00:10:30,710
is to educate marketers and CEOs that
this is a huge business opportunity.
153
00:10:31,310 --> 00:10:33,080
They're just leaving on the table,
you know?
154
00:10:33,410 --> 00:10:35,720
That's exactly what I'm sitting
here thinking, is that.
155
00:10:35,930 --> 00:10:39,500
How hard is it to educate these
clients that how much they're
156
00:10:39,500 --> 00:10:43,160
leaving on the table?
It's hard, believe me, it's hard.
157
00:10:43,160 --> 00:10:48,170
It's just depend on how willing
they're, able to embrace,
158
00:10:48,170 --> 00:10:52,580
you know, change, you know, just.
I always tell them,
159
00:10:52,580 --> 00:10:55,550
just look at the market.
You're doing business right now.
160
00:10:56,030 --> 00:10:58,970, where, let's say if you're a
retail store, you know, just pull
161
00:10:58,970 --> 00:11:02,930
the demographic pull demographic.
What percentage of your customers
162
00:11:02,930 --> 00:11:06,380
in that particular story?
Hispanics, and what percentage of
163
00:11:06,380 --> 00:11:10,730
that DMA or the zip codes five miles
from your stores are Hispanics.
164
00:11:10,730 --> 00:11:16,580
And, you know, if you have a
little over a 15% or 20%,
165
00:11:16,580 --> 00:11:20,630
that is Hispanic and only 3% of
your customers are Hispanics.
166
00:11:20,630 --> 00:11:23,870
Hey, you have a huge growth
opportunity that you're not
167
00:11:23,870 --> 00:11:27,020
talking to an audience that is
very strong where you are doing
168
00:11:27,020 --> 00:11:29,780
business with this. That's right.
It's,
169
00:11:29,780 --> 00:11:32,600
it's just a lot of common sense.
It's just sometimes, you know,
170
00:11:32,600 --> 00:11:36,500
common sense is not common anymore, people tend to complicate
171
00:11:36,500 --> 00:11:39,080
things more than they are.
And also, believe it or not,
172
00:11:39,080 --> 00:11:42,920
it's a lot of personal bias,
right, that's the reality.
173
00:11:42,920 --> 00:11:47,180
Yes. Okay. Well, that's helpful.
You know, and you,
174
00:11:47,180 --> 00:11:50,060
you gave us this insight into how
you get started with a client.
175
00:11:50,060 --> 00:11:51,800
Now,
let's dig a little bit deeper into
176
00:11:51,800 --> 00:11:56,360
the process of creating messaging.
So I know, you know,
177
00:11:56,360 --> 00:12:01,580
having a content agency that the
copy underneath the video,
178
00:12:01,580 --> 00:12:05,480
what you're saying in the video,
you know, that the messaging is, is
179
00:12:05,480 --> 00:12:08,150
really the pointy end of the spear.
That's where you're really going
180
00:12:08,150 --> 00:12:11,210
to communicate what it is that
is compelling to the audience.
181
00:12:11,210 --> 00:12:13,970
And it translates the vision for
the company.
182
00:12:13,970 --> 00:12:18,260
So how do you approach with your
client work that process of
183
00:12:18,260 --> 00:12:20,990
creating compelling messaging
for these brand campaigns?
184
00:12:21,080 --> 00:12:24,440
Well, it starts first of all.
But we tell the client, hey,
185
00:12:24,440 --> 00:12:27,740
we do not translate campaigns.
We don't translate English to
186
00:12:27,740 --> 00:12:31,190
Spanish. Why?
Because when you translate,
187
00:12:31,190 --> 00:12:35,570
you are basically forcing a strategy
and a message that from the get
188
00:12:35,570 --> 00:12:39,050
go was created and crafted for a
totally different demographic
189
00:12:39,050 --> 00:12:42,950
and psychographic. Agreed.
So by switching to language and
190
00:12:42,950 --> 00:12:46,340
then keeping your finger crossed
and hoping that it work is not
191
00:12:46,340 --> 00:12:48,560
going to create the results
you're looking for.
192
00:12:48,560 --> 00:12:51,320
So what we do is we try and
create campaigns.
193
00:12:51,320 --> 00:12:56,030
What that means is that we create a
communication campaign appealing to,
194
00:12:56,030 --> 00:12:57,950
in this case,
the Hispanic core values,
195
00:12:57,950 --> 00:13:01,940
respecting the overall strategy
coming from the general market.
196
00:13:01,940 --> 00:13:06,830
So how we position your brand the
same way, but in a relevant way, that
197
00:13:06,830 --> 00:13:10,490
the message has been created for them
until then and speak to their needs.
198
00:13:10,490 --> 00:13:15,260
So look and feel of your campaign,
let's say if it is printed or if
199
00:13:15,260 --> 00:13:20,480
it is TV spot, it has to have the
same look and feel same elements.
200
00:13:20,690 --> 00:13:25,850
What it change is the, you know,
the imagery change, the execution.
201
00:13:25,850 --> 00:13:28,910
That has to be culturally relevant, you know,
202
00:13:28,910 --> 00:13:32,750
sometimes we deal with clients that, they have their own agency,
203
00:13:32,750 --> 00:13:35,330
the majority. They do.
Sometimes they have in-house
204
00:13:35,330 --> 00:13:37,910
agencies.
And the biggest concerns when we
205
00:13:37,910 --> 00:13:40,670
start talking with their agents is
you're going to change my campaign.
206
00:13:40,670 --> 00:13:43,190
No, no, no,
we're not changing your campaign.
207
00:13:43,340 --> 00:13:46,670
And you see the ad in English
and Spanish has to have that art
208
00:13:46,670 --> 00:13:49,520
direction,
that look and feel of the brand,
209
00:13:49,520 --> 00:13:53,240
that we will respect what we're
going to be changing the execution,
210
00:13:53,840 --> 00:13:59,090, is the message is the imagery, so it's not just a simple
211
00:13:59,090 --> 00:14:04,220
translating to Spanish and put a
person that looks Hispanic. Yes.
212
00:14:04,340 --> 00:14:08,630
I'm gonna get you anywhere, and we see it all the times.
213
00:14:08,630 --> 00:14:12,140
You know, sometimes, yes.
We talk to people that they are like,
214
00:14:12,140 --> 00:14:15,680
well, we want to reach a more
affluent, Hispanics,
215
00:14:15,680 --> 00:14:21,470
or a more, millennial, so they speak English, so I don't
216
00:14:21,470 --> 00:14:25,190
need to do anything with my campaign.
And the reality is incorrect.
217
00:14:25,430 --> 00:14:29,750, you know, you have to even if
you do it in, in English, because
218
00:14:29,750 --> 00:14:32,930
it's not about just one language.
You know, as I said before,
219
00:14:32,930 --> 00:14:35,390
you have to learn Spanish and
you have to do it in English,
220
00:14:35,390 --> 00:14:40,490
depending on the audience,
age break bracket that you're
221
00:14:40,490 --> 00:14:44,690
trying to to reach the message is
what it has to resonate to them.
222
00:14:44,690 --> 00:14:47,510
The messages has to be culturally
relevant, whether you're doing
223
00:14:47,510 --> 00:14:50,300
English or whether you know,
in Spanish, because if not,
224
00:14:50,300 --> 00:14:54,200
we're saying that Australians and
Americans are the same because
225
00:14:54,200 --> 00:14:57,230
they speak English. Right?
Yeah, but campaign in Australia
226
00:14:57,230 --> 00:15:00,710
won't resonate to an American.
So adjustments you had to make.
227
00:15:00,710 --> 00:15:04,820
The same thing applies when it
comes to, Hispanics.
228
00:15:05,270 --> 00:15:09,950, so that's what we do different
is we transcript campaign we do
229
00:15:09,950 --> 00:15:15,230
not translate them.
And, and this is what we continue
230
00:15:15,230 --> 00:15:18,980
seeing in the corporate world that.
Or translation base.
231
00:15:19,160 --> 00:15:23,780
And believe me,
we have seen so many, very,
232
00:15:23,780 --> 00:15:29,030, sad. Let's put it that way.
The fusions. Right.
233
00:15:29,900 --> 00:15:32,360
I think,
when you look at the campaign,
234
00:15:32,360 --> 00:15:36,290
they are in English and they
looked at translation in Spanish,
235
00:15:36,290 --> 00:15:39,170
and I'm okay, I get it.
What you're trying to tell me here.
236
00:15:39,170 --> 00:15:43,760
Yes, but when you put it in Spanish,
it just doesn't make sense at all,
237
00:15:44,210 --> 00:15:46,280
you know?
Yeah, it's it's interesting,
238
00:15:46,280 --> 00:15:49,040
you know, this conversation.
Because what it makes me think
239
00:15:49,040 --> 00:15:52,430
is not only that the opportunity
that's left on the table,
240
00:15:52,430 --> 00:15:57,800
but the negative, the negative,
disparaging, behaviors that
241
00:15:57,800 --> 00:16:01,790
they're doing to their brand,
they're making their brand look less.
242
00:16:02,810 --> 00:16:07,220
You know, enticing to that audience,
because the audience knows right
243
00:16:07,220 --> 00:16:09,770
away that this flow,
that was a second thought.
244
00:16:09,770 --> 00:16:11,360
They made this for a different
audience.
245
00:16:11,360 --> 00:16:15,170
But I was the second choice.
And that's going to not
246
00:16:15,170 --> 00:16:17,570
necessarily make now,
if the price is right and the
247
00:16:17,570 --> 00:16:20,120
convenience is right and all that,
they may still buy the product, but
248
00:16:20,120 --> 00:16:23,960
it's not going to make them choose a
new one to become a market leader.
249
00:16:23,960 --> 00:16:25,730
Yeah,
they're going to go to the things
250
00:16:25,730 --> 00:16:31,100
that they feel more connected to.
Yeah, yeah. And you, you're spot on.
251
00:16:31,100 --> 00:16:35,600
You said, an afterthought.
And that's how most of the time
252
00:16:35,690 --> 00:16:40,190
brands they see minority groups is
just an afterthought execution.
253
00:16:40,580 --> 00:16:44,000
But if we look at the statistic
that I just share with you, the
254
00:16:44,000 --> 00:16:48,560
growth will come from multicultural, it cannot be an afterthought
255
00:16:48,560 --> 00:16:52,430
anymore. No.
You know, you definitely you
256
00:16:52,430 --> 00:16:55,190
need to pay attention to where
the growth is coming.
257
00:16:55,190 --> 00:16:59,210
And, at the end of the day,
you know, it's not about spending
258
00:16:59,210 --> 00:17:02,660
more money because you don't want
to outspend your competitors.
259
00:17:02,660 --> 00:17:04,970
You want to outsmart your
competition.
260
00:17:04,970 --> 00:17:09,230
So it's by putting your marketing
dollars in exactly where those
261
00:17:09,230 --> 00:17:14,060
areas of growth are coming, just keep doing the same thing
262
00:17:14,060 --> 00:17:16,400
and selecting a different result.
Right.
263
00:17:16,400 --> 00:17:21,710
You know, that's that's not not going
to work, moving forward. Now.
264
00:17:21,710 --> 00:17:25,220
And, you know,
speaking about connection, I,
265
00:17:25,220 --> 00:17:29,390
I'm very fascinated with that word
these days because I think that
266
00:17:29,390 --> 00:17:32,930
that there's such a lack of there's
such a disconnect in certain with
267
00:17:32,930 --> 00:17:35,930
certain brands and especially when
we're talking about multicultural
268
00:17:35,930 --> 00:17:40,730
advertising and messaging.
How do you approach connecting a
269
00:17:40,730 --> 00:17:45,260
brand with a different culture
that they may not necessarily be?
270
00:17:45,260 --> 00:17:47,480
It may be a secondary market for
them.
271
00:17:49,050 --> 00:17:53,760
Well, it definitely is by
understanding, first of all,
272
00:17:53,760 --> 00:17:58,260
the culture of the company,
their overall vision,
273
00:17:58,260 --> 00:18:03,660
where what are they trying to do
and then overlap that with what
274
00:18:03,660 --> 00:18:08,130
are the similarities or what we
call passion points that maybe
275
00:18:08,130 --> 00:18:11,670
that vision of the organization
already have, but they haven't
276
00:18:11,670 --> 00:18:15,990
communicated to these audiences.
Maybe they did it for the general
277
00:18:15,990 --> 00:18:19,410
market, but for Hispanic market,
maybe they haven't,
278
00:18:19,410 --> 00:18:24,660
or for AA they haven't.
So it's honing and understanding what
279
00:18:24,660 --> 00:18:30,120
are those angles of introducing the
brand, where we can present it in a
280
00:18:30,120 --> 00:18:34,260
way that is part of that lifestyle,
of that consumer that will make a
281
00:18:34,260 --> 00:18:38,280
difference at the end of the day, the way we're living right now,
282
00:18:38,280 --> 00:18:41,790
and especially with,
technology that, you know,
283
00:18:41,790 --> 00:18:44,970
they're saying that,
advertising is not anymore about
284
00:18:44,970 --> 00:18:49,710
the products you sell, but the
story you tell, and technology,
285
00:18:49,710 --> 00:18:54,120
according to sociologists, created a
manner of cultural connectivity.
286
00:18:54,420 --> 00:19:00,180
So millennials and Gen Z, at this
point, they care less of the product
287
00:19:00,180 --> 00:19:04,440
that you have to offer or you sell.
It's more about the experience.
288
00:19:04,440 --> 00:19:09,630
Yes, that you offer.
And that experience starts,
289
00:19:09,630 --> 00:19:13,290
especially going to your website
the first time and then how you
290
00:19:13,290 --> 00:19:18,510
carry that experience through
the whole process of purchasing
291
00:19:18,510 --> 00:19:21,120
your product. Right?
How you carry that on in your
292
00:19:21,120 --> 00:19:25,830
message, in your ad campaigns,
in the way that company communicate
293
00:19:25,830 --> 00:19:30,480
internally with their employees and
externally, through social media.
294
00:19:30,510 --> 00:19:33,600
And then after that,
consumers purchase that.
295
00:19:33,600 --> 00:19:36,510
Then how do you keep that
consumer engaged? Right.
296
00:19:36,510 --> 00:19:39,990
You know, but part of what you do
provide relevant content to them.
297
00:19:39,990 --> 00:19:43,740
Engagement, that's where I see,
298
00:19:43,740 --> 00:19:49,770
still a discrepancy on there.
So tied in the CEOs and marketers,
299
00:19:49,950 --> 00:19:53,850, many times into meeting the
quota, the goals,
300
00:19:53,850 --> 00:19:59,040
just making the purchase to sell,
but they forget about it after that.
301
00:19:59,520 --> 00:20:02,610
And and that's where it's going to
continue fueling your business.
302
00:20:02,610 --> 00:20:05,970
You know, it's cheaper than selling
more products to your existing
303
00:20:05,970 --> 00:20:09,990
clients and asking for referrals,
then running an ad campaign for
304
00:20:09,990 --> 00:20:12,420
new customers.
You don't even know ahead of
305
00:20:12,420 --> 00:20:16,710
what you're doing. Yes, but this is the the the
306
00:20:16,740 --> 00:20:20,940
we're we're going through a
moment of transformation,
307
00:20:20,940 --> 00:20:25,260
on a on a marketing standpoint,
on society overall.
308
00:20:25,320 --> 00:20:29,700
And that's why I personally
believe we're shifting away from
309
00:20:29,700 --> 00:20:34,050
the transactional marketing.
To the brand experiential,
310
00:20:34,050 --> 00:20:38,430
how you make that consumer feel
from the first day they interact
311
00:20:38,430 --> 00:20:43,020
with your brand. Yeah, you know the same sometimes
312
00:20:43,020 --> 00:20:45,720
I see companies using Google
Translate in their website.
313
00:20:45,720 --> 00:20:48,060
That's the first thing that you
can do.
314
00:20:48,630 --> 00:20:53,040 just translating word by word and,
and sometimes, you know, they even
315
00:20:53,040 --> 00:20:57,420
translate names of companies that
they shouldn't be translated. Right.
316
00:20:57,900 --> 00:21:03,720, so is is having culturally
relevant content in your site,
317
00:21:03,720 --> 00:21:07,710
that is massaged in a point of view
that truly appeal to the cultural
318
00:21:07,710 --> 00:21:12,300
nuances, of those audiences.
That's how you make it more personal,
319
00:21:12,300 --> 00:21:16,080
more engaging,
and people get feeling okay.
320
00:21:16,080 --> 00:21:21,300
He took the time to understand me, it truly speak to my needs.
321
00:21:21,300 --> 00:21:24,930, I really will support this
brand for what they're doing, how
322
00:21:24,930 --> 00:21:30,600
they're communicating to me. Right, so there's a lot of opportunities
323
00:21:30,600 --> 00:21:34,620
there that if companies just take a
little bit of time and be a little
324
00:21:34,620 --> 00:21:40,020
more patient in how to engage with
these, multicultural consumers,
325
00:21:40,380 --> 00:21:43,830, they will be set for life because
that's where the growth is coming.
326
00:21:43,830 --> 00:21:48,750
There is there's no going away.
That's going to be the goal or not.
327
00:21:49,230 --> 00:21:52,530, multicultural growth.
Hispanic growth is where for
328
00:21:52,530 --> 00:21:55,500
every brand across all industry,
the growth is coming.
329
00:21:55,710 --> 00:21:59,730
Yeah, I agree 100% with all of
that is I'm sitting here thinking
330
00:21:59,730 --> 00:22:03,930
everything that you're saying.
And, you know, I truly believe that,
331
00:22:04,260 --> 00:22:08,910, identity is really the paramount, sort of,
332
00:22:09,540 --> 00:22:13,590
thing to break through.
Everyone wants to buy something based
333
00:22:13,590 --> 00:22:19,350
on what it says about themselves.
And so therefore we have to tell
334
00:22:19,350 --> 00:22:21,630
more stories.
We have to make it more
335
00:22:21,870 --> 00:22:26,760
experiential so that they can see
themselves consuming that product.
336
00:22:26,940 --> 00:22:30,720
And I like where you really
started this whole train of
337
00:22:30,720 --> 00:22:33,690
thought was through the passion
points as the overlap.
338
00:22:34,200 --> 00:22:38,940, and I would, I would say maybe
a subset or similarly as values.
339
00:22:38,940 --> 00:22:42,330
So you take the values of company
and the vision that they have
340
00:22:42,330 --> 00:22:46,170
and you match them with that,
those cultural values or the,
341
00:22:46,170 --> 00:22:49,830
the, the buyers within that.
Culture, the values that they have.
342
00:22:49,830 --> 00:22:51,750
There's an overlap there somewhere.
343
00:22:51,900 --> 00:22:57,210
And that's where compelling messages
can be created in stories can be
344
00:22:57,210 --> 00:23:01,440
derived that make people feel like
they really do have a connection.
345
00:23:01,440 --> 00:23:04,020
Bring it back to connection with
that brand.
346
00:23:04,500 --> 00:23:10,350
But I agree 100% that the brands,
you know, they have to get away
347
00:23:10,350 --> 00:23:16,020
from transactional marketing, and it's it's a mental shift
348
00:23:16,020 --> 00:23:19,740
at the leadership level,
which is just, you know,
349
00:23:19,740 --> 00:23:23,400
the companies that get it,
the leaders that get it, they,
350
00:23:23,400 --> 00:23:26,880
they get it and they, they win, but the ones they don't,
351
00:23:26,880 --> 00:23:30,090
they they're stuck in this rat
race of,
352
00:23:30,090 --> 00:23:34,680
we want to spend X amount of dollars
to get Y amount of dollars back.
353
00:23:35,250 --> 00:23:40,980, and it's all transactional from a
financial standpoint, first and last.
354
00:23:41,280 --> 00:23:44,160
And those as you've said,
those are the companies that end
355
00:23:44,160 --> 00:23:48,690
up hitting Google Translate.
And, it's all tone deaf to
356
00:23:48,720 --> 00:23:51,510
to all to all audiences, really.
Because, you know,
357
00:23:51,510 --> 00:23:55,770
even as an English speaker and I see
the same thing in Spanish, I think,
358
00:23:55,770 --> 00:24:01,170
well, do they not love me fully?
Is it? They should love me only?
359
00:24:01,170 --> 00:24:03,300
Why are they loving me and all
these other people?
360
00:24:03,300 --> 00:24:06,540
I don't feel like, you know.
So it's they're losing something with
361
00:24:06,540 --> 00:24:14,310
me as well. I add another layer.
Very, very, well known when most
362
00:24:14,310 --> 00:24:17,430
of the time you will see companies.
We need to do something about the
363
00:24:17,430 --> 00:24:22,650
Hispanic market, Hispanic Heritage
month. No. There you go. Perfect.
364
00:24:23,160 --> 00:24:26,040
Let's do a campaign for Hispanic
Heritage Month so we can
365
00:24:26,040 --> 00:24:29,520
increase sales.
But then after October 15th,
366
00:24:29,610 --> 00:24:33,420
we just unplugged it.
That's right. We go. Silence!
367
00:24:33,420 --> 00:24:37,680
That sounds like it will work.
So what are you showing there?
368
00:24:37,680 --> 00:24:40,680
How much you care about it?
Yeah, you just care because you
369
00:24:40,680 --> 00:24:43,440
want to make a sale.
But, you know, multicultural
370
00:24:43,440 --> 00:24:50,130
campaign is not just a nice to have.
It's becoming a business necessity.
371
00:24:50,130 --> 00:24:54,810
So making adjustments on your
strategy is the only way moving
372
00:24:54,810 --> 00:24:59,640
forward,
to assure the sustainable growth,
373
00:24:59,640 --> 00:25:03,570
with, with your organization.
You have to care about what they
374
00:25:03,570 --> 00:25:07,950
care about first, right?
You have your agenda and even your
375
00:25:07,950 --> 00:25:11,610
vision, which is is is important.
But you got to care about what they
376
00:25:11,610 --> 00:25:14,640
care about in order to get them to
care about what you you care about.
377
00:25:14,640 --> 00:25:20,280
Correct your 100% right.
So with all of this, you know,
378
00:25:20,280 --> 00:25:24,870
you're crafting compelling messaging.
You're getting your clients to to
379
00:25:24,870 --> 00:25:28,800
get on board off of transactions
for a little while, if possible,
380
00:25:28,800 --> 00:25:31,380
and more towards storytelling
and experiential marketing.
381
00:25:32,490 --> 00:25:36,540
I'm sure that there has to be
some kind of, feedback
382
00:25:36,540 --> 00:25:40,260
mechanism that is involved where,
you know, you create a campaign,
383
00:25:40,260 --> 00:25:44,220
it goes out whether it's a social
campaign or Google ads campaign
384
00:25:44,220 --> 00:25:47,880
or billboards or whatever, how do you approach feedback
385
00:25:47,880 --> 00:25:50,160
from your audience to know that
you're on the right track?
386
00:25:50,160 --> 00:25:53,040
Assuming that you are taking
your own advice and going,
387
00:25:53,040 --> 00:25:56,280
you know you're going down the
right path? Well, definitely.
388
00:25:56,280 --> 00:25:59,640
We asked for transparency on the
clients and those sales report.
389
00:25:59,760 --> 00:26:04,140
Of course, when we run the digital
campaign, through our platforms,
390
00:26:04,140 --> 00:26:07,920
we know how many leads,
how many conversions, depending
391
00:26:07,920 --> 00:26:11,760
on the KPIs they're looking for.
We're driving to to the client.
392
00:26:12,240 --> 00:26:17,340, also, they will see an
exponential, increase on traffic,
393
00:26:17,340 --> 00:26:20,910
whether they are retail stores, you know, sales wise.
394
00:26:21,480 --> 00:26:25,230, a great a great case study, it was for,
395
00:26:25,230 --> 00:26:30,180
for one of our previous clients, during Covid 19,
396
00:26:30,180 --> 00:26:34,740
that they were,
basically suffering sales wise a lot.
397
00:26:34,740 --> 00:26:38,520
And they decided during Covid 19
to engage us,
398
00:26:38,520 --> 00:26:42,750
to do a Hispanic campaign nationwide.
And that campaign brought them,
399
00:26:42,930 --> 00:26:45,750, you know,
sales growth more than double digits
400
00:26:45,750 --> 00:26:49,140
and generating millions of dollars
of additional sales for them.
401
00:26:49,140 --> 00:26:54,600
And, and, you know,
for me was very rewarding to hear
402
00:26:54,600 --> 00:26:58,620
the CEO of an organization saying
that during Covid, after all the
403
00:26:58,620 --> 00:27:02,520
challenges the country was going
through and the company financially,
404
00:27:02,520 --> 00:27:07,680
that what we did for them was a
blessing, because it generated
405
00:27:07,680 --> 00:27:11,070
sales that were missing and
losing from the general market.
406
00:27:11,340 --> 00:27:16,290
So that's what we love to do.
We love to help companies and
407
00:27:16,290 --> 00:27:21,480
brands in how to engage with
audiences with the right message,
408
00:27:21,480 --> 00:27:25,650
doing it the right well for the
for the long, long, long run.
409
00:27:25,680 --> 00:27:31,650, you know, we love to work
with, brands that, we are
410
00:27:31,650 --> 00:27:36,270
very data driven and we love to grow
with our clients on the long term.
411
00:27:36,810 --> 00:27:39,960
You know, five years, ten years.
A great client of us in the
412
00:27:39,960 --> 00:27:43,200
Orlando Science Center.
We work with them for 16 years.
413
00:27:43,230 --> 00:27:46,650
Love it, so we love to take on,
414
00:27:46,650 --> 00:27:50,190
challenges and projects of clients
that they are like, hey, we don't
415
00:27:50,190 --> 00:27:54,570
know how to penetrate this market, where we don't know where to
416
00:27:54,570 --> 00:27:59,490
start. Well, we did it, and we fail.
And and then we believe in this
417
00:27:59,490 --> 00:28:01,140
market.
We believe in this,
418
00:28:01,140 --> 00:28:05,790
growth opportunity.
Help us grow and let's grow together.
419
00:28:06,270 --> 00:28:09,540, you know,
that's where we we love to work and,
420
00:28:09,540 --> 00:28:13,140
you know, put in the strategy,
put in the short term, long term
421
00:28:13,140 --> 00:28:16,950
goals and the plan together, we get sometimes requests or
422
00:28:16,950 --> 00:28:19,650
clients that just call you for
Hispanic heritage Month,
423
00:28:19,650 --> 00:28:24,270
or they want to sign a website
or provide content, which,
424
00:28:24,270 --> 00:28:28,110
you know, depending on what type
of brand is we we we sometimes we
425
00:28:28,110 --> 00:28:31,740
engage and sometimes we don't, but
we're more on the big picture here.
426
00:28:32,010 --> 00:28:35,550, unfortunately,
we live in a very reactive society
427
00:28:35,550 --> 00:28:39,600
rather than a proactive one. Yeah, we we that's that's the way
428
00:28:39,600 --> 00:28:43,440
the American America is,
is reactive instead of proactive.
429
00:28:43,470 --> 00:28:46,170
We are more on the proactive.
That's our message.
430
00:28:46,170 --> 00:28:49,440
We are on the proactive.
I understand that you have certain
431
00:28:49,440 --> 00:28:53,790
goals to meet the quarter,
but you need to see how you're going
432
00:28:53,790 --> 00:28:56,940
to grow your brand moving forward.
What's your plan?
433
00:28:56,940 --> 00:28:59,310
What's your step forward into
that direction?
434
00:28:59,310 --> 00:29:03,450
That's what we like to help on
the bigger picture rather than a
435
00:29:03,450 --> 00:29:08,310
one off tactical execution.
So that leads me to a question
436
00:29:08,310 --> 00:29:10,710
about your actual business.
Then, you know,
437
00:29:10,710 --> 00:29:14,970
kind of coming off of, branding
campaigns and advertising and just
438
00:29:14,970 --> 00:29:18,150
talking about running a company.
You know, a lot of people are
439
00:29:18,150 --> 00:29:21,900
listening to this.
Are our CEOs and business leaders,
440
00:29:22,500 --> 00:29:24,420.
You know,
441
00:29:24,420 --> 00:29:28,830
I'm curious about how you approach
because you have a you probably
442
00:29:28,830 --> 00:29:31,980
have a very similar situation.
There's a lot of people where they,
443
00:29:31,980 --> 00:29:35,550
they, they see the truth of what
they're trying to do and what a
444
00:29:35,550 --> 00:29:38,490
real solution can be that
they're bringing to a client.
445
00:29:38,490 --> 00:29:42,210
And you've you've outlined it
really great where you know,
446
00:29:42,210 --> 00:29:44,640
you're proactive, not reactive,
and you want to work with people
447
00:29:44,640 --> 00:29:48,450
who kind of get it right.
And I think you would love to just
448
00:29:48,450 --> 00:29:51,420
work with everyone that gets it.
And you're on the same page like
449
00:29:51,420 --> 00:29:55,500
minded.
When you come across companies that
450
00:29:55,500 --> 00:29:59,370
you, you know, you have a meeting
of the minds and they, they say,
451
00:29:59,370 --> 00:30:02,610
okay, here's what we want to do.
And you start with the proactive
452
00:30:02,610 --> 00:30:05,520
approach and looking at vision
and goals and all of that.
453
00:30:05,520 --> 00:30:07,140
And, and they they walk through
it with you.
454
00:30:07,140 --> 00:30:10,950
But then you get to an impasse
where you just know that they're
455
00:30:10,950 --> 00:30:14,370
not on the same page.
They want immediate sales
456
00:30:14,370 --> 00:30:18,060
results that are sort of tone
deaf to the culture.
457
00:30:18,060 --> 00:30:22,650
And you want to bring them, educate
them, bring them up to where you are.
458
00:30:23,100 --> 00:30:24,750
You know, I think there's a lot
of people out there,
459
00:30:24,750 --> 00:30:28,170
experts out there that have that
same problem where they wish they
460
00:30:28,170 --> 00:30:32,340
could just find people that got it.
How what do you do next if you
461
00:30:32,340 --> 00:30:36,510
if you're if you're do you just
pass on those opportunities and,
462
00:30:36,510 --> 00:30:41,430
and you know, try to find the
next most ideal client or,
463
00:30:41,430 --> 00:30:44,370
do you try to educate those clients
up to the proactive approach?
464
00:30:44,370 --> 00:30:47,220
And how does that work?
Well, for for me,
465
00:30:47,220 --> 00:30:51,630
the way it works is to, first of all,
setting the right expectation
466
00:30:51,630 --> 00:30:57,510
from day one with the client.
And that starts by, we as an
467
00:30:57,510 --> 00:31:00,870
agency qualifying the client.
Is this the right client for us?
468
00:31:00,870 --> 00:31:04,680
Is this the right prospect for
us based on the answers of the
469
00:31:04,680 --> 00:31:06,870
questions that we have,
470
00:31:06,870 --> 00:31:11,610
so we go through a screening process.
It's not the client screening us
471
00:31:11,640 --> 00:31:16,110
is we screened the client.
So we are the price,
472
00:31:16,110 --> 00:31:21,600
not the client is the price, and then from there is, well,
473
00:31:21,600 --> 00:31:26,040
based on what they're trying to, to,
to achieve, it's a mindset thing.
474
00:31:26,040 --> 00:31:29,970
You know, I used to in the,
in the past when I first opened
475
00:31:29,970 --> 00:31:33,060
the agency, you know,
you're a small entrepreneur guy.
476
00:31:33,090 --> 00:31:36,090
You're trying to do the best for
your client and you feel that
477
00:31:36,090 --> 00:31:40,200
the client is the price.
But the reality is it's a mindset.
478
00:31:40,200 --> 00:31:43,050
You are the price.
If you really want to find the
479
00:31:43,050 --> 00:31:48,180
right clients, understanding the
value that you bring to the table
480
00:31:48,180 --> 00:31:53,010
and loving your profession,
loving yourself and respect yourself
481
00:31:53,010 --> 00:31:57,750
and say no when you need to say no, so through that process is
482
00:31:57,750 --> 00:32:01,350
when we identify, okay,
is this the right fit or not?
483
00:32:01,950 --> 00:32:04,980, we have many times that we
have to tell clients, look,
484
00:32:04,980 --> 00:32:09,030
we appreciate the opportunity, but
after this discovery meeting, I don't
485
00:32:09,030 --> 00:32:15,090
think it's the right fit for us, and also so we went through
486
00:32:15,090 --> 00:32:18,780
that route, but also we have
encountered experiences that,
487
00:32:18,780 --> 00:32:24,000
you know, going through the process.
Maybe the CMO was a little hesitant.
488
00:32:24,150 --> 00:32:26,880
This is my structure.
This is what I want to do.
489
00:32:26,880 --> 00:32:30,960
I want to do a specific Hispanic
campaign for Hispanic Heritage Month.
490
00:32:31,140 --> 00:32:33,540
But then when we start having
further conversation with the
491
00:32:33,540 --> 00:32:38,820
C-suite and having the CEO involved,
that's what made the shift of,
492
00:32:38,820 --> 00:32:44,400
okay, well, maybe we start here,
but Hernandez team has a point here.
493
00:32:44,400 --> 00:32:47,220
This should be something that we
should be doing ongoing.
494
00:32:47,220 --> 00:32:52,020
So let's start maybe with a pilot
campaign on a specific market.
495
00:32:52,020 --> 00:32:54,540
Let's see the attractions that
they can bring.
496
00:32:54,540 --> 00:32:58,320
And then we can turn this into a
national type of campaign.
497
00:32:58,920 --> 00:33:02,370, that's how we usually like
to work when we see there's an
498
00:33:02,370 --> 00:33:06,210
opportunity here, let's start small. Right.
499
00:33:06,210 --> 00:33:09,270
Let's start the crawl.
Walk and run approach like this
500
00:33:09,270 --> 00:33:15,510
starts somewhere, something with
that has substance, some a market
501
00:33:15,510 --> 00:33:19,620
that we know based on where the
client is doing business, that we
502
00:33:19,620 --> 00:33:23,370
know it can generate the results
because the numbers are there.
503
00:33:23,820 --> 00:33:27,780
And then we learn from it,
and then we start adding more
504
00:33:27,780 --> 00:33:31,200
markets and adding more budget.
At the end of the day,
505
00:33:31,200 --> 00:33:35,820
we always tell clients.
Is not about increasing your
506
00:33:35,820 --> 00:33:39,510
marketing dollars. That's right.
We get it all the time.
507
00:33:39,510 --> 00:33:42,540
Oh, yeah, it sounds great.
Heard on Hispanic market.
508
00:33:42,540 --> 00:33:46,170
Yet we understand there is a
huge business opportunity,
509
00:33:46,170 --> 00:33:48,540
but we don't have more money.
And I'm like,
510
00:33:48,540 --> 00:33:53,610
I'm not asking you for more money.
What I'm asking you is to reallocate
511
00:33:53,610 --> 00:33:56,970
your marketing dollars according
to those areas of growth.
512
00:33:57,420 --> 00:34:01,470
So if you are in Houston, where
Hispanics now became the majority of
513
00:34:01,470 --> 00:34:05,880
the state, and you're doing zero
advertising for Hispanic market,
514
00:34:06,330 --> 00:34:09,510
you have not have been to majority.
So I'm not telling you spend
515
00:34:09,510 --> 00:34:11,880
more money in Houston.
What I'm saying is reallocate
516
00:34:11,880 --> 00:34:17,040
your Houston your your Texas
budget differently.
517
00:34:17,040 --> 00:34:21,870
If you are in Miami where 80% of
Miami, Fort Lauderdale of the
518
00:34:21,870 --> 00:34:24,900
population is Hispanics and
believe me, I still see brands.
519
00:34:24,900 --> 00:34:27,690
They don't do any Hispanic in Miami.
They do chest English.
520
00:34:28,230 --> 00:34:32,700
Then it's a 80 over 20. Yeah.
So you're putting all your
521
00:34:32,700 --> 00:34:36,900
budget into the 20% not of where
the country at.
522
00:34:36,900 --> 00:34:40,500
What point are you going to realize
that? Is it going to be 100%.
523
00:34:40,560 --> 00:34:43,320
You're still going to be in English.
Exactly, exactly.
524
00:34:43,320 --> 00:34:47,340
So again, it's not about spending
more. It's about reallocating.
525
00:34:47,340 --> 00:34:51,270
It's not about a outspending.
Your competitor is about
526
00:34:51,270 --> 00:34:57,570
outsmarting your competition, is is just common sense,
527
00:34:57,570 --> 00:35:02,400
that, you know, we all learned these
into when we went to the university,
528
00:35:02,430 --> 00:35:05,100, you know, marketing advertising
is a lot of common sense.
529
00:35:05,100 --> 00:35:08,610
The problem is this common sense
is not common anymore.
530
00:35:08,940 --> 00:35:12,000
And also, let's be realistic.
There are people in marketing at
531
00:35:12,000 --> 00:35:13,620
this point.
Sometimes they shouldn't be in
532
00:35:13,620 --> 00:35:17,100
marketing. 100% agree.
You know, whether they have a degree
533
00:35:17,100 --> 00:35:21,720
in accounting or an engineering
firm or they come from sales.
534
00:35:22,260 --> 00:35:26,190, but, you know,
that's why you have these profession,
535
00:35:26,190 --> 00:35:30,630
you know, they all need to
understand that you need experts.
536
00:35:30,630 --> 00:35:34,200
And if you don't know a specific
topic, just surround yourself
537
00:35:34,200 --> 00:35:36,750
with people that can guide you
and help your brand.
538
00:35:37,350 --> 00:35:43,200, to to get where you want to be.
You know, we deal sometimes
539
00:35:43,200 --> 00:35:45,960
with companies that are like,
I have my agency.
540
00:35:45,960 --> 00:35:49,350
My agency takes care of everything.
I'm like, great,
541
00:35:49,350 --> 00:35:52,020
you have a relationship,
you're doing good with your general
542
00:35:52,020 --> 00:35:58,260
market. Agency is a specialist.
So the funny part is sometimes they
543
00:35:58,260 --> 00:36:03,540
are like, okay, you just give me a
word document of my campaign that
544
00:36:03,540 --> 00:36:08,310
my agency did, and then they will
copy and paste and do the artwork,
545
00:36:09,060 --> 00:36:11,760, for the Hispanic market.
And I'm like, okay,
546
00:36:12,060 --> 00:36:15,690
your agency is the general doctor.
I am a cardiologist.
547
00:36:15,690 --> 00:36:18,480
So you came to me because you
have a heart problem.
548
00:36:18,480 --> 00:36:21,210
I'm telling you that we need to
do a heart surgery.
549
00:36:21,210 --> 00:36:25,200
So where you're asking me to give you
the instructions of that surgery?
550
00:36:25,200 --> 00:36:28,830
So your general market agency,
your general doctor will conduct
551
00:36:28,830 --> 00:36:31,920
that surgery. How does it sound?
That's right.
552
00:36:32,070 --> 00:36:36,150
I'm like, you know, we are here
to help you. You came here.
553
00:36:36,390 --> 00:36:40,470
Let us work with your agency.
We all play very fair in the in
554
00:36:40,470 --> 00:36:44,280
the same sandbox.
We are the experts on this niche.
555
00:36:44,280 --> 00:36:48,120
Let's just partner together,
work together for the better of
556
00:36:48,120 --> 00:36:52,680
your company and your and your,
overall, success that you're
557
00:36:52,680 --> 00:36:57,630
trying to reach. I love it, Hernan.
Thank you so much for being on.
558
00:36:57,630 --> 00:37:00,480
This is, as I thought it
would be amazing conversation.
559
00:37:00,480 --> 00:37:04,350
And I love talking about this
topic of messaging and,
560
00:37:04,350 --> 00:37:07,950
culture and branding and all of this.
So thank you so much. Thank you.
561
00:37:07,950 --> 00:37:09,750
My pleasure.
Thank you for having me in your show.
562
00:37:10,350 --> 00:37:11,700
All right.
So if we,
563
00:37:11,700 --> 00:37:14,820
want to send people your way,
do we just send them to the group
564
00:37:14,820 --> 00:37:18,480
advertising com, or can we send them
to you directly somewhere? Yeah.
565
00:37:18,480 --> 00:37:22,230
Yeah, yeah, no, they can you can send
them by the group advertising.com.
566
00:37:22,860 --> 00:37:27,060
They can also, send,
send me a, send an email if they're
567
00:37:27,180 --> 00:37:30,510
interested in new business, Hernan at the group X.com.
568
00:37:31,290 --> 00:37:37,590, and then the main line of the
agency is (400)Â 789-8240 nine.
569
00:37:38,520 --> 00:37:40,020
That's great.
And you were telling me before we
570
00:37:40,020 --> 00:37:44,310
jumped on here that you were CEO of
the year last year or this year.
571
00:37:44,460 --> 00:37:48,630
I was named CEO of the year 2019
by the Orlando Business Journal,
572
00:37:48,630 --> 00:37:54,210
power play of the region 2022
and by the OBJ, the agency also
573
00:37:54,210 --> 00:37:58,530
on diversity in business.
And then I am considered one of
574
00:37:58,530 --> 00:38:03,630
the top, 200 influencers and
marketers leaders in,
575
00:38:03,630 --> 00:38:08,340
in the US. Love it.
Well, privilege to have you on and
576
00:38:08,340 --> 00:38:11,100
thanks again for the conversation.
Thank you. Really appreciate.