Latinos: Verizon’s Growth Disruptors

Youamp8217ll be speaking at the upcoming ANA Multicultural Marketing ampamp Diversity Conference What advice would you give to other brands looking to authentically engage with multicultural audiencesSuccess with multicultural audiences needs to be treated as a business priority not just part of a media planTraditionally many companies have viewed multicultural audiences as segments of a media buy that they must then backfill with relevant creative work Checking the box is not a strategy Authentically engaging with these audiences through cultural insights first can be a business driver for your entire company that changes the mindset of the entire organizationWeamp8217ve done a lot over the years particularly with the Latino community and have found that when we have dedicated strategies and bespoke creative weamp8217re able to really move the needle not just for the segment but for the entire businessCan you share specific examples of successful campaigns that have resonated with the Latino community and driven significant business growth for VerizonThis past year Verizon has really doubled down on our strategy to engage with the Latino communityWe kicked off the year with an integrated campaign for Super Bowl LVIII the first Super Bowl to be featured on Spanishlanguage broadcast TV reaching more Latinos than ever before While the General Market Super Bowl spot featured Beyonce the Spanishlanguage spot featured global icon J Balvin To amplify our campaign we released J Balvinamp8217s ACTUAL phone number on our Super Bowl commercial and prompted fans to call text and WhatsApp him To create engagement with his fans we trained a amp8220J Balvin AIamp8221 to think and respond just like J Balvin would across English Spanish and Spanglish The result no matter how many people called and texted J Balvin they couldnamp8217t break the Verizon network This immediately prompted an increase in sales with the Latino segment in February with continued month over month growth YTDWhile Super Bowl is huge we know that for most Latinos soccer is everything Which is why we created a famp250tbol platform for superfans starting with Copa America We know what itamp8217s like to be a amp8220fanamp225tico de famp250tbol amp8220in Latin America so we brought fanamp225ticos every Copa match through a partnership with Univision streaming platform ViX Premium In addition to a full 360 campaign that spanned broadcast elements creators and even integrations within the Univision broadcasts we sent four lucky fanamp225ticos to the Copa America final in Miami Not only did we see the most interactions to date on a post on our Latino social channels we turned around the typically light summer sales period and ended up increasing sales within the segment more than 15 year over yearHow does Verizon ensure that its marketing messages authentically reflect the diverse cultural backgrounds of the Latino communityAt Verizon we know that the Latino segment is not a monolithic audience that we can engage by translating our communications in a Spanishlanguage media buy While language and certain insights tie all of us together there are key differences and nuances that brands must understand if they want to truly connect with the audiencePart of our recent brand refresh is telling stories around how we power and empower peopleamp8217s lives and that looks different for each individual A product or feature that appeals to a Mexican American in El Paso may not be the same solution that a Cuban American needs in Miami Weamp8217re constantly mining for insights across Latinodense markets to ensure that weamp8217re staying ahead of the needs of the customer engaging them in a culturally relevant way and that they can see themselves reflected in our creative workIn addition to product development and marketing we know how important a seamless instore retail experience is for the Latino segment We work hard to hire store reps that not only speak their language but also understand the nuances of their home countryWhat advice would you give to other companies looking to prioritize multicultural marketing in their strategiesWe all know the tremendous buying power of the multicultural majority with Latinos at the tip of the spear Multicultural marketing is mainstream marketing and if a brand is not engaging with cultural nuance they will be left behind This is not just a marketing strategy It must be a business strategyGetting alignment starts at the top Leadership canamp8217t ignore the business opportunity if your organization were to convert a percentage of the 63M Latinos in the US Leverage this potential revenue to galvanize the efforts of your organization to focus on the segment as a business priority from the CEO and CMO down to the working teamsOnce youamp8217ve established that youamp8217re going to lean in as an organization you must do the necessary research and work to build credibility with the community That doesnamp8217t come from translated promos itamp8217s earned through genuine community investment And that takes time But itamp8217s time well spentPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Latinos: Verizon’s Growth Disruptors

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