Habla Spanglish? Latino Talk at the Harvard Club | NGLC with Liliana Gil

English, Español and much more took over New York- The NGLC Conference


So... what's wrong with Hispanic Marketing? Maybe we have done it to "ourselves" for marginalizing what it means to truly reach the emerging minority majority. So in a new world where Hispanic Marketing does not equal "Spanish Marketing", what should we do as business leaders and marketers?
The days of simply translating or adapting are long gone! This was loud and clear during the New Generation Latino Consortium that took place at the Harvard Club of New York city. A select group of C-level executives, media companies and brand united to share insights and perspectives on the subject.
So net, net what did we learn? If I was to summarize it with a simple 1-2-3 it would be:
1- GRADUATE... from being a brand that advertises to becoming a brand that produces content.
2- SHIFT... from language based strategies to culturally based strategies.
3- CULTURIZE...connecting to moments and places that are relevant to your audience. Go to them! Instead of simply waiting for them to come to you...
Below are some great quotes that can also serve as inspiration from some of the panelist that spoke at the event. Maybe one or two of these can become handy when talking to your executives about marketing mix and budget allocations for 2012!
Some memorable quotes from the NGLC event...
"The companies that don't embrace this reality are not going to survive" Daniel Villarroel, Maybelline
"How can my brand live within the lifestyle of my customer?" Marc Strachan, Diageo..."If we don't get this right, we're out of business"
"It's a Darwin's survival of the fittest", Guy Garcia, Author, The Ne Mainstream & Contributing Producer AOL Latino/ Huffington Post
"I can see why you're here, to market...to this segment of the population. I would!" Roberto Ramirez, Chief of Ethnicity & Ancestry Statistics, U.S. Census Bureau
There are about 600 Latina blogguers that self-identified. "These are effective little circles" commented Ana Flores, Founder of Latina Bloggers Connect & Spanglish Baby.
"We tend to focus too much on language and not so much on relevancy", commented Fernando Rodriguez CEO of Terra Networks USA.
Mark Lopez, Head of U.S. Hispanic Audience, Google taked about content and expanding reach. "A lot of the passion components that make us Latinos are the passion for soccer, music and entertainment, and we provide a platform to expand the reach of that content"
Richie Cruz, Lifestyle Marketing Specialist, PepsiCo., commented on some of the findings on Facebook after reviewing key-learning from the YO SUMO campaign. "That campaign showed that the level of engagement was very high because they were able to provide a safe environment to share."
Hopefully you are inspired to try it and step outside the comfort zone. Our market is vibrant and more alive, big and bold than ever and as it was said during the conference... only the fittest will survive.
--Interested to learn more about branded entertainment and opportunities like this with Camila and more? Email Lili at liliana@xlalliance.com. For more video reports on the latest in Hispanic business, economics and pop culture visit the Moments to CultuRise on YouTubel and follow Lili Gil on Twitter @liligil. Also subscribe to www.HispanicAd.com for the latest market news.

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