Minority-owned businesses play a crucial role in helping Corporate America meet corporate social responsibility objectives. As importantly, minority-owned media properties can be ideal advertising vehicles to engage diverse communities. We talked to Isabel Rafferty, CEO & Founder at Canela Media, to understand how women and minority- owned companies such as Canela Media* are bringing a new perspective to the table.

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

Minority Owned Business
Isabel Rafferty, CEO & Founder at Canela Media

According to Rafferty, “marketers are supposed to know their customers – to know what they want, what their habits are, and what resonates with them. The danger here is that marketers who lack familiarity with the audiences they’re trying to reach, be they Hispanic or otherwise, can easily fall back onto stereotypes and other “conventional wisdom” that end up alienating potential customers instead of bringing them into the fold. The value of a minority-owned business and female-owned business is that it is able to offer perspective borne from first-hand experience which allows brands to form deeper connections with the audiences they want to reach, and this leads to greater returns in the long run. “

Minority-Owned Businesses are Rooted in the Community…

There is a lot of catch up to do by the advertising community when it comes to investing in media that is really vested in the communities it targets, says Rafferty.  “Corporate America tends to go with the big names – Univision, Telemundo – simply because they’re recognizably affiliated with the Hispanic community, but the reality is that neither of those companies is truly a minority-owned business. If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies. “

  If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies.

…and Provide Brand Safe Environments.

Rafferty adds that for brands looking for a safe place to advertise, “a minority-owned media company focused on and curated for our audience can provide the assurance that their content will be shown to the promised audiences in the promised locations. In our case, since Canela.TV’s media library can be seen by the public, brands know  precisely what types of content their ads will be shown against, which takes some of the pressure off them. We can provide a list of all of our content with ratings and curate the content targeted by a campaign to align best.”
“Minority-owned media companies can foster truth-based reporting by embracing cultural nuances and championing accurate representation of diverse audiences. We are built for Latinos by Latinos with the goal of uplifting our community,” the CEO of Canela Media concludes.

*Canela Media’s certifications as minority-owned business and a female owned business are the below:
Women/Minority Business Enterprise (WMBE) by the The Supplier Clearinghouse for the Utility Supplier Diversity Program of the California Public Utilities Commission
 Women’s Business Enterpsie (WBE) by the WBENC (Women’s Business Enterprise National Council)
Minority Business Enterprise (MBE) by the NMSDC (National Minority Supplier Development Council

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

 

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