The 5th Annual Hispanic Digital and Print Media conference kicked off Sept. 22 with a morning panel featuring marketing directors working actively in the multicultural space, specifically in the Hispanic market. An all-women panel from marketing experts at The Clorox Company, CVS and Liberty Tax Service laid out some of their companies’ plans and challenges of doing business in the Hispanic space. Budgets allocation, picking the right media mix and understanding the consumer are among the touch points and challenges.

“One of our biggest challenges is with our loyalty program [ExtraCare] because in some cases the consumers don’t understand what the benefits really are,” said Dawn Marie Gray, CVS’ senior marketing manager. CVS boasts the nation’s largest loyalty program, with 68 million active consumers.

For franchising chain of tax prepares Liberty Tax Service, a big challenge has to do with “the 800-pound gorilla that is our competition,” as CMO Martha O’Gorman said, keeping its competitor unnamed.

And though their challenges vary, mostly because of the different nature of their businesses, all panelists agreed on one thing: The only way to successfully address the multicultural consumer is to listen to your consumer.

“We take consumer insights very seriously,” added Ellen Liu, director of media and marketing at The Clorox Company, which spends a “considerable amount” of marketing resources against Hispanic marketing, though Liu declined to provide specifics.

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