Atención: Ignore Hispanic Market at Your Own Risk, Ad Agency President Tells Conference

Increasing numbers of Hispanics in the US demand a more culturally sensitive marketing strategy, according to PM Publicidad, an Hispanic ad agency based out of Atlanta. It’s a message many companies are slow to pick up on, but Eduardo Perez, President of PM Publicidad, wants to change that. Perez recently touted the need for Hispanic advertising at the largest U.S. marketing conference of its kind, the 2011 Event Marketer Conference in Chicago.

PM Publicidad is on a mission to help companies build brand preference among U.S. Hispanic consumers. What works in mainstream advertising may not work in Hispanic experiential marketing , and with increasing numbers of Hispanics in the U.S., businesses must target Hispanics to maintain market share.

Hispanic marketing is vital for companies looking to build brand loyalty among Hispanic consumers, especially when companies use event, or experiential, marketing. This was the theme of Perez’s speech at the Event Marketer Conference, titled “Why Hispanic Experiential Marketing is Critical to Your Success.”

At the conference, Perez reviewed the newest U.S. Census data, trends in the use of experiential marketing to reach U.S. Hispanic consumers, and presented a case study based on the experiential marketing work PM Publicidad executes for its client NAPA Auto Parts. Perez was joined for the presentation by Mike Rearden, NAPA’s Director of Events & Sponsorships.

The Event Marketer Conference is organized by Red7 Media, publisher of Event Marketer magazine. Over 1,000 brand and agency marketers attend the three-day conference at Chicago’s Hyatt Regency to learn about the latest in event and experiential marketing.

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