Chris Mendoza, VP asistente y VP de Mercados Multiculturales de MassMutual Financial Group
Chris Mendoza, Hispanic marketing expert, feels that one of the most important aspects in the development of an effective strategy to reach a market is to build trust and brand awareness. Having worked in sales and marketing for more than 20 years, I’ve seen how the lack of information about a company, brand, product or service can have a negative impact on customer acquisition across all industry types,” explained Mendoza. “Simply put, if Latinos don’t know your company or the value you can bring, you stand in line behind those who do invest in efforts to inform and engage Latinos. We must educate and inform to enable Hispanic market growth.” According to the executive, the moment when consumers understand how a brand will improve their lives, they obtain the necessary trust to buy it. Mendoza recommends starting with education and information. “Even the most sophisticated consumers, require more than just a message to buy, they need guidance” he added. “Strategic public relations, supported through mobile and social media, are a highly effective method for brand building and establishing specific narratives about a brand, product or service” ended Mendoza.
