José Romero, general manager of Latino marketing, Sling TV
Sling TV’s General Manager, Brand Hispanic Marketing, José Romero said, during AHAA’s annual conference, that is important to know the environment and the state of the whole market, because there are things that could seem very Hispanic, but can be applied to other audiences, and that is what they did with their campaigns starring Danny Trejo. “We used a character that can deliver a very strong message and who is very famous in the whole Latino’s client spectrum. What was similar to the general market was that clients were upset with the contracts, that they didn’t want to keep paying a lot of money for a bunch of channels they didn’t watch. So, when the company saw those ideas that can be applied to any demographic, they decided to use it in both markets” Romero said. “I believe it’s about knowing precisely what’s going on in your environment and be very accurate in those insight to achieve a clear and concise message.” At the beginning, they were working with two agencies, one for the general market and other for the Hispanic, which now is the agency for the whole company. The agency is Society, based in NY. “Much of the data come from our internal research, other from the one we do for our potential clients. Is a two-way communication, for instance recommendations have come mainly from the agency” he said.
