In December 2010, Portada published the news that Wacom had appointed Violeta Croce as head of the company’s marketing efforts in the Latin American market.
Wacom is a company that develops touch-input technology and stylus pen patents, creating tools primarily aimed at creative professionals. Its products are sold globally in consumer tech stores. Wacom has offices in North America, Europe and Asia, and U.S. headquarters in Vancouver, Washington.
A little over a year after her appointment, we interviewed Croce to ask her about Wacom’s strategies for reaching Latin American consumers and the company’s goals for this region in 2012. The following is an edited version of our interview:
Portada: What are Wacom’s strategies for reaching Latin Americans?
VC: "Wacom is dedicated to supporting and providing our distributors with the best marketing and sales tools to reach end users. We are present in almost all Latin American countries, through consumer electronics shops and Apple Stores."
Portada: What kind of media or advertising does Wacom use?
VC: "We rely on direct communication with our end users, such as direct mail campaigns, Facebook and YouTube."
Portada: How much does Wacom invest in marketing to Latin America?
VC:"In the past 5 years, Wacom has grown an average of 40%. Marketing investment has increased to support our growth. Our investment in marketing is currently equivalent to about 10% of our total sales in the region."
Portada: How important is the Latin American market to Wacom?
VC:"Latin America is extremely important to Wacom, as the region is strategic for the company’s growth. In the past 5 years, Wacom has invested in both resources and personnel who devote themselves entirely to the management of our Latin America business."
Portada: What are your goals in this market for 2012? Do you expect growth in the sector?
VC:"We expect to continue growing at a rate of about 40% compared to 2011."
Portada: Is Wacom also trying to reach Hispanics in the U.S.?
VC:"At Wacom we are not yet differentiating our strategy for Hispanics in the U.S., because we view our customers in that country as a whole target. In time, Wacom will undoubtedly focus on more specific strategies for U.S. Hispanics. It’s important to note that all of our product lines are included in our wacom.com website, which is available in both Spanish and Portuguese."
Violeta Croce is Director of Marketing for Latin America at Wacom Technology Corporation. She received her degree from Universidad Católica in Venezuela and has worked for major consumer technology companies such as Kodak, Lowepro, Future Voice, L'Oreal, and Swarovski.