Luque: Si encuentras los nichos y los insights que capturan la atención vas a ser dueño de la conversación
(Manuela Walfenzao / Chicago). AHAA Next Generation conference opened on Monday, 12th in Chicago with a session called: Using Social Media to Lead with Culturally Relevant Messages, presented by Álvaro Luque, CEO at Avocados from Mexico. He shared their successful case as a Super Bowl marketer, becoming the only brand ranking in the top three in networks during three years in a row, despite they competed with giants like Coca-Cola. His advice for small brands is “to do their homework, understand where the opportunities are in order to focus there, because there is a great opportunity in digital. I think that size is not as important now as it was before. In traditional marketing, it was impossible thinking that a small brand was capable of competing with a big one, but online is different, it’s about who owns the conversation. If you’re able to find those niches and the insights that capture attention, you’re going to be the owner of the conversation and to compete with any brand. Find your niche and don’t be afraid” he explained. “Total market is a great solution, but I don’t recommend it because we have very specific challenges with the Hispanic consumer that we can’t solve with total market. Richrads/Lerma helps me understand that and create campaigns that help me to continue the conversation with the Latino consumer, despite it is acculturating” he said.
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