Roll: Forjar una auténtica relación con el mercado hispano forma parte de los objetivos de la marca
Leif Roll, Marketing VP at State Farm explained that for brands is vital to know Hispanics culture, needs and insights. He assured that to achieve this is crucial teaming up with the Hispanic agency ALMA in order to reach this target. “We must understand Hispanic millennials dreams and help them make them true.” Building up an authentic relationship with the Hispanic market -according to Roll- is part of their brands goals. “Is going out there and conducting the primary research, but understanding that what is important during the meetings with each of these groups is knowing precisely which are their needs, their culture and understanding which are the opportunities we have to provide them with products and services that answer to their needs” Roll told PRODU. He said that technologies present a challenge for the insurance company that is now thinking about a reinvestment in their products and services. “The use of technology is important when helping consumers reach their realities and dreams. For us in State Farm is crucial understanding which are those dreams and proving that our products and services enable them to achieve these particular dreams.”
