The Voice of Hispanic Marketing, AHAA, believes that the right marketing specialists are fundamental to understanding big data, insights, and digital engagement for successful marketing strategies. However, it is how one integrates traditions and relevance into storytelling that makes the whole difference among competitors. During their annual meeting, AHAA stressed on topics of interest to marketers such as the power of specialization and storytelling, improved insights and study, and enhanced ROI data.
AHAA has been a leader in vision and segmentation over the last ten years with in-depth market studies and best practices that showcased the power of using Hispanic marketing specialists that develop brands' market shares.
AHAA Chair, Linda Gonzalez, reinforced this point during the conference: Multicultural marketing coupled with compelling and culturally-relevant stories that inspire and induce emotion is the cornerstone for successful campaigns.
The right specialists are necessary in assisting brands to identify and tell their stories in a culturally-relevant and meaningful way through marketing strategies.
Notable Moments at the meeting
The discussion on strategies to reach Hispanic consumers in this hyper-digital age included a spirited political discussion. Another memorable moment was when actor Miguel Cervantes, star of the Chicago production of Hamilton, gave a speech about the role of culture and inclusivity in roles and ended his session with a high five with Marco Lopez of element L2: "Immigrants… We get the job done!"
Advertising legend and Chairman of DDB Worldwide, Keith Reinhard added that creativity and storytelling matter in this age. Even though big data is significant, it can’t be a replacement for great ideas. He advised attendees to know the meaning of their brand and make the audience care.
Key Points at the Conference included:
The Hispanic community and culture is in control and is defining the direction of the market and challenging on how the next generation of marketing will be.
- The multicultural team has people with the best insights.
- We trust God, but employees must come with the required data.
- Demographics tell part of a story, but when you add attitudes, you build a complete picture.
- Engage in a passionate pursuit of being authentic and unique.
- Having a great PR campaign connected with digital efforts is important.
AHAA appreciated its sponsors for their support of the 2017 Annual Conference: Adsmovil, CNN en Español, and Facebook among others.